vigil - case studies

Competitor & Market Profiling

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Case studies Recent work…


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VIGIL

Recent work focusing on our core capabilities

Three samples of recent work for our clients…

1. New Markets and Opportunities – a healthcare services provider wanted to better understand the structure of healthcare systems in 6 countries. It further wanted to assess the issues and trends as well as the market outlook in order to further inform its market expansion strategy. VIGIL helped to identify the most attractive markets for expansion.

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VIGIL has identified four major healthcare system models

Healthcare

Insurance

Healthcare

Delivery

Model Countries

National health

service

Mostly public

Mostly public

•Almost everyone has public insurance.

•The healthcare delivery system is publicly

owned. Doctors work for the government and

hospitals are owned by the government.

•UK

•Spain

•Sweden

National health

service

Mostly public

Mostly public but

with significant

private sector

•Almost everyone has public insurance.

•Private providers play an important role in

the delivery of healthcare.

•Belgium

•France

Mandated

insurance

Mostly public

Public and

private

•Healthcare insurance is provided by the

state.

•The healthcare delivery system is a mixture

of public and private providers.

•Germany

Entrepreneurial

Mostly private

Mostly private

•Private insurance dominates

•Doctors are mostly in private practice and

hospitals are largely privately owned.

•US

Structure of Healthcare Systems


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Amid the financial crisis private healthcare services providers are

increasing their sales revenues

Largest private healthcare services players worldwide

Company Country Revenues (08- 09)

General Healthcare

Group

UK – private hospital provider For the 6 months ended 31 March 2009, revenue

increased by over 8% to £407 million compared to 2008.

Spire Healthcare UK – private hospital provider In 2008, revenue increased by 6.7% to £588.7 million

compared with 2007.

HCA Inc USA – diverse health care service

company

For the 6 months ended June 2009, revenue increased

by over 5.7% to $14.9 billion.

Générale de Santé France – private hospital group For the second quarter ended June 2009, revenue

increased by 2.8% to €1,053 million.

Capio Sweden – private hospital group In 2008, sales represented SEK 3 billion

USP Spain – leading independent private

hospital operator

In 2008, revenue increased by 12.4% to €308 million.

Helios Healthcare

International

Germany – private hospital provider For the 6 months ended August 2009, revenue

increased by over 12% to €1,164 million compared to

2008.

Recession Impact

Source: Annual and quarterly reports


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• Private healthcare service providers offering

good treatment quality delivered by trained

and licensed medical professionals, will

benefit from the shift from hospitals to home

care.

Home care market opportunities, 2007- 2025

Issues and Trends

The healthcare sector is witnessing a shift from hospitals to home

care


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Innovative pricing and physicians recruitment build Tenet’

Foundation for growth

• In an effort to build the foundation for growth, Tenet is recruiting a significant number of physicians.

The company has recruited 18.4% more physicians since 2007.

• Tenet implements an innovative pricing strategy by exploring “contracting for pay-for-performance”

incentives as well “shared savings” model with payers

Strengths

• Strong market position

• Diverse facilities and services

Weaknesses

• Geographic concentration

• High debt equity

• Lawsuit expenses

Opportunities

• Quality improvement initiatives

• Opening of new hospitals

• Increasing healthcare expenditure

Threats

• Shortage of qualified nurses

• Regulatory compliance

Growth Strategy


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2. Competitor tracking – a leading coffee manufacturer interested in reinvigorating their product line and benchmark it against competition. It further wanted to assess the strategy and drivers, promotional efforts, segmentation and pricing of its competitor in order to inform its market communication strategy. VIGIL provided a comprehensive profile of the competitor, help analyse and spot new market opportunities.

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In 2008, Senseo coffee pods brand recorded an impressive 23% growth

achieving sales of $26 millions in North America and $520 millions in

Europe

• Senseo is currently sold in more than ten countries including the US, Australia, Belgium, China, Denmark, France,

Germany, Austria, the Netherlands, and the UK.

• Senseo Europe is part of the International Beverage (IB) business unit of Sara Lee along with other brands such as

Douwe Egberts, Maison du Cafe, Marcilla, Merrild and Pickwick.

– In 2008, IB accounted for 24.1% of Sara Lee revenues.

$ in millions %

Senseo (Europe) 520 16%

Douwe Egberts (Europe) 485 15%

Café Pilao (Brazil) 233 7%

Pickwick / Hornimans (Europe) 162 5%

Maison du Café (France) 150 5%

Moccona (Asia-Pacific, Russia) 128 4%

Merrild (Denmark) 75 2%

Marcilla (Spain) 74 2%

Other 1,388 44%

Total net sales $3,215 100% *Source: 2008 Sara Lee annual report

Market share Market position

Netherlands 43.6% #1

Belgium 37.8% #1

France 56.0% #1

Senseo single serve coffee market share and position

IB Net sales by key brands

Brand level - Senseo


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Senseo adopts a co-branding marketing strategy to promote its

premium position and stay ahead of the competition

• The collaboration team formed by the three companies executed a co-branding strategy and did

not use the two constituent brands (Philips and Sara Lee) to create a third brand (Senseo).

• The team leverages the equity in the DE brand to give credibility to the new composite brand,

Senseo, forming a separate and unique product, thus ensuring single-minded focus.

• The key competitive advantage of the Senseo concept comes partly from the coffee machine and

mainly from coffee pods.

– Low-cost manufacturers from China find it hard to catch up on this alliance because they can

not easily copy Senseo packaging and its coffee pods.

Senseo strategy and drivers


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The Senseo line offers four main segments including the classic,

the city sensations, the Senseo selection and Senseo gourmands

Senseo Segmentation and pricing analysis

The classic

• Senseo mild roast

• Senseo medium roast

• Senseo dark roast

• Senseo extra dark roast

• Senseo decaffeinated

Senseo gourmands

• Senseo breakfast

• Senseo Choco pods

• Senseo Cappuccino

• Senseo Espresso

Senseo Core offering Please note that every product is not offered in every country. Find a description of each

product flavors in the NPD section of this presentation.

The Senseo city

sensations

• Senseo Vienna

• Senseo Paris

• Senseo Sevilla

• Senseo Milan

The Senseo selections

• Senseo Kenya

• Senseo Colombia

• Senseo Brazil


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Sara Lee offers promotional pod packages and develop sweepstake

competitions to stimulate trials of new Senseo varieties

Senseo promotional efforts

Launched in Belgium

in December 2007/24

pack/Colombia blend

Launched in Belgium in October

2006/16 pods + "2-free" at a

promotional offer of €2.14

Promotional coffee pod packages (bigger size) Sweepstakes

This sweepstakes is currently

undergoing in the UK market


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2. Competitor tracking – a premium coffee manufacturer wanted to reinvigorate their brand and better understand the strategy and drivers behind the success of their competitor’ coffee line . It further wanted to assess the promotional efforts, the segmentation and pricing of its competitor in order to inform its market communication strategy. VIGIL provided a comprehensive profile of the co

3. Dynamic head-to-head rivalry – a leading market research company wanted to refine its strategy against its two main competitors. VIGIL tracked those competitors and provided their identity cards along with a SWOT analysis. Furthermore, and based on the challenges, expected changes in the industry, VIGIL recommended specific tactical and strategic response for its client.

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X is a key player, with a solid background, and a good health

• The chart below shows X profile:

X Identity Card

Headquarters/

Locations

Group headquarters in the UK and US headquarters in Chicago since

1998. Offices in Chicago, London, Belfast, Shanghai, Tokyo and Sydney

Mission statement “To make our clients more profitable by providing insight and having

impact on their business”

Expertise For more than 35 years: Market research, consumer, product, and media

intelligence

Marketing Formula /

Positioning

Niche player in Consumer vertical / Quality of the Data

Revenues / Growth Over $70 Million / 40 per cent growth over the last 2 years

Employees Approximately 400 employees worldwide

Key personnel


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X is a niche player with emphasis on actionable insights and the quality of

data • The chart below shows Mintel Positioning:

X Positioning

Price •In respect to the ratio information volume/price, X offering price is perceived High

according to some Y sales executives

Place/distribution •Online distribution

Promotion •Daily coverage across all media (Bloomberg News, Wall Street Journal, Financial

Times, and BBC News)

•Partnership with educational establishments

•Participant in events, conferences and trade shows around the world

•Affiliations with trade associations and industry bodies around the globe (British Retail

Consortium, Chartered Institute of Marketing, Institute of Food Technologists, National Association for

the Specialty Food Trade, Food Marketing Institute, Brazilian Packaging Association)

References Used •Nestle, Cadbury Schweppes, Dean Foods, P&G, Kraft Foods


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X diagnostic

Strengths

•Well established presence globally/10 years in the US

•Positioning and image

•Comprehensive offering package in diversified markets

including media

•Solid consulting capabilities

•Products promotion with daily coverage across all media

•Mintel training Academy

Weaknesses

•High pricing in respect to information volume

and price ratio

•The product sales organization: high cost,

geographic and customer duplication

•Non integration of the offering in one platform

Threats

•Missing skills to recognize the difference

between good and poor quality of research by

clients

•Lack of new competitive sources of information

•Does a niche strategy gives room form

exponential growth in the long term?

Opportunities

•Continuous improvement of product offering

•Geographic expansion

•Strengthen consulting department


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DYNAMIC HEAD-TO-HEAD RIVALRY

X Y Z

Where will emphasis be

placed in the future?

•Product offering expansion

•Geographic expansion


•Better content, better service, better delivery

•Strengthen consulting division

•Sales force expansion

•Maximize ROI on Passport. Much more than

just an interface


•Aggressively penetrate the market

What is the attitude

toward risk?

•Has taken little risk so far •Has taken little risk so far •Has taken little risk so far

Competitive advantages

•Delivers actionable insights

•Quality of data

•Research methodology


•Data accuracy

•Industry standard

•Client service & delivery solutions

•Best ROI/one stop shop


•Data Integration in one platform

•Bigger capabilities due to company size

Assumptions about

themselves and the

industry

• Good ability to analyze data and deliver it

using the latest technology has allowed

Mintel to stay one step ahead of its

competitors.

• The market research industry has evolved

rapidly in recent years and there is little doubt

that this trend will continue

• Kept the entrepreneurial family culture of its

early days, despite growing its workforce

•Recognized and trusted brand

•The best client service

•Transparency

•The industry consolidation will continue

• Save $ to its client without sacrificing content

• The market research industry has evolved rapidly

in recent years and there is little doubt that this

trend will continue

• Assume that there is an effort to make on training

What are the clients

drivers?

•Product/features innovation

•Listening of customers

•The easy of accessibility


•Long term partnership

•Listening of customers



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Get in touch to discuss your intelligence requirements

t: +1 312 435 2885

m: +1 224 587 7952

[email protected]

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Olivier Youmsi

Visit our Website: www.yourvigil.com

mailto:[email protected]

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