SELINA Workshop Berlin Präsentation GfK

Transcription

GfK Retail and Technology
Beschleunigung der Marktdiffusion hocheffizienter elektrischer Geräte
Beschleunigung der Marktdiffusion hocheffizienter
elektrischer Geräte aus der Sicht der Handels und
Konsumforschung.
Till Herzog
Marketing Manager GfK Retail and Technology GmbH
2010-09-30
•
Agenda
1
GfK Gruppe
2
Methodischer Hintergrund des Handelspanels
3
Marktdifussion hocheffizienter elektrischer Geräte am
Beispiel West Europas für Haushaltsgroßgeräte und
Fernseher.
4
Die Situation im Handel
2010-09-30
GfK Group: key features (I)
•Sales
•Preliminary figures 2009: EUR 1,164 million (prior year 4.6%)
Employees
2009: 9.546 full-time staff
82% of which outside Germany
Services
• Comprehensive information services on consumer goods,
healthcare, media and services markets
• Research know-how
• Marketing consultancy
Network
More than 100 countries
2010-09-30
2010-09-30
GfK Group’s worldwide coverage: more than 100 countries
Albania
Algeria
Argentina
Australia
Austria
Azerbaijan
Bahrain
Bangladesh
Belgium
Bolivia
Bosnia-Herzegovina
Botswana
Brazil
Bulgaria
Cambodia
Canada
Chile
China
Colombia
Croatia
Cyprus
Czech Republic
Denmark
Ecuador
Egypt
Estonia
Finland
France
Georgia
Germany
Greece
Guatemala
Hong Kong
Hungary
India
Indonesia
Iran
Iraq
Ireland
Israel
Italy
Ivory Coast
Japan
Jordan
Kazakhstan
Kenya
Korea
Kuwait
Kyrgyzstan
Latvia
Lebanon
Libya
Lithuania
Macedonia
Malaysia
Mexico
Montenegro
Morocco
Mozambique
Netherlands
New Zealand
Nigeria
Norway
Oman
Pakistan
Panama
Paraguay
Peru
Philippines
Poland
Portugal
Qatar
Romania
Russia
Saudi-Arabia
Senegal
Serbia
Singapore
Slovakia
Slovenia
South Africa
Spain
Sudan
Sweden
Switzerland
Syria
Tajikistan
Taiwan
Tanzania
Thailand
Tunesia
Turkey
Turkmenistan
Uganda
Ukraine
United Arab Emirates
United Kingdom
Uruguay
USA
Uzbekistan
Venezuela
Vietnam
Yemen
3 sectors: knowledge from 3 sources
Custom Research
Retail and Technology
Media
Data
source
Specific target groups,
e.g. consumers,
doctors etc.
Retail
Media
Services
Tailor-made surveys
and continuous data
collection in
Custom Research
Consumer Tracking
HealthCare
Retail information
through continuous
data collection
Tailor-made surveys
and continuous data
collection regarding
media consumption
Share of
continuous
research
~43%
100%
~95%
Sales1)
EUR 709 million
EUR 326 million
EUR 126 million
1) Preliminary figures 2009
2010-09-30
Retail and Technology
Markets
Consumer electronics, entertainment media, office communications, photographic and
optical equipment, domestic appliances, IT and telecommunications, DIY, tourism,
sports equipment and entertainment
Marketing solutions
Product and pricing policies, advertising, distribution, sales and logistics
Customer benefit
Access to databases and/or transfer of standardized analysis of information about
trends, volume, sales, sales channels and segments in our clients’ markets
Presence
In more than 80 countries
2010-09-30
2010-09-30
Monitoring approaches for Market Research
Market Model Technical
Durables
Monitoring
approaches
Manufacturer
Statistic
MANUFACTURER/ IMPORTER
WHOLESALE TRADE
Consumer
Electronic Stores
Internet
Hypermarkets
CONSUMER
Departement
Stores
Ophthalmologists
GfK Retail
Consumer Panel
ADHOC STUDIES
2010-09-30
Methodology - Panel Research
8
Product Definition
U
GfK/Client will define the
Product Category to audit
C
GfK/Client will define the
Channels where the
product is sold
Client Service
Now the results can
be communicated to
the client/retailer
Sample definintion
Universe Definition
Quality controls and
extrapolation
GfK will determine the
universe, i.e. the
number
of shops per channel
GfK set up the matrix
and panel size based on
specific criteria/quotas
Data gathering
Recruitment of the
panel shops, within the
matrix, for each shop
and channel type
Data is collected, coded
and quality controls
applied before final
extrapolation
2010-09-30
COOLING
GfK Panelmarket 10 Countries West Europe
Sales Units %
2000 - Jan-Jun 10
Long-Term Success of Energy Efficiency Label
2000
2001
2002
2003
2004
3
6
2005
10
21
2006
14
2007
19
31
2008
2009
Jan-Jun 10
5
7
25
31
41
49
A ++
A+
A
B
C
D-G
56
60
37
66
38
67
64
39
UNKNOWN
60
36
33
25
15
3
© by GfK-RT, www.gfkrt.com
54
30
24
Sales Ths. Units
36
9
5
5
3
2
10.827,9
11.118,2
10.964,5
11.721,0
* AT,BE,DE,ES,FR,GB,IT,NL,PT,SE
17
6
4
12.095,1
12.107,2
12.751,7
11
12.437,4
7
4
3
12.044,8
11.702,1
5.372,3
PRJ 44608 - RG 1702516 - RP 7257088 - ID 249478334
2010-09-30
COOLING
Sales Units %
Jan-Jun 10
GfK Panelmarket 10 Countries West Europe*
FS COOLING 2 DR FRZ. BTM Non-Frostfree
Energy efficient appliances available in all price classes
Total EURO
2000
17
2005
16
EUR<=330
Jan-Jun 10
EUR>330 <=460
2000
2005
Jan-Jun 10
2000
4
4
5
8
17
2005
8
EUR>460
Jan-Jun 10
2000
22
66
83
A ++
A+
96
A
C and
Others
67
92
78
60
64
48
38,6
20
17
9
100,0
844,9
38
72
29
100,0
1.987,9
30
53
39
100,0
2.189,8
Jan-Jun 10
7
30
44
2005
Sales Units %
Sales Ths. Units
6,8
149,7
19,7
392,5
34,3
290,1
29,0
635,5
39,0
774,8
31,1
263,1
64,1
1.404,5
41,3
820,5
14
34,5
291,8
PRJ 44608 - RG 1412420 - RP 8646597 - ID 249748030
2010-09-30
Italy : Tax back scheme for Cold appliances
• In Jan 2007 the Italian Government introduced
a tax subsidy program to promote the sales of
highly efficient Cold products.
• Consumers buying a refrigerator or freezer
featured A+/A++ can deduct 20% (max. 200€)
of the appliance price from taxes.
GfK
Technology
GfKRetail
Retailand
and
Technology
8/2010
2010-09-30
COOLING
GfK Panelmarket Italy
Sales Units %,Sales Ths. Units
2006 - Jan-Jun10
Incentive scheme shows positive effects, esp. for A+ appliances
COOLING
2006
2007
2008
FREEZERS
2009
Jan-Jun10
2006
2007
2008
2009
Jan-Jun10
3
11
29
34
46
A ++
A+
A
B
C
D-G
57
49
62
69
28
52
24
41
13
33
22
15
4
65
61
UNKNOWN
Sales Ths. Units
58
1.611,6
1.718,1
29
22
20
10
1.637,9
20
12
8
13
7
5
3
1.562,4
738,4
395,3
404,4
17
9
6
7
6
371,1
347,9
140,9
5
PRJ 82721 - RG 1872444 - RP 8605483 - ID 249509221
2010-09-30
18% energy savings by replacing 9 year old appliances
(Washing machines, dishwashers, refrigerators, freezers)
New appliances Germany 2000 - 2009
2.000
Fleet consumption per year in GWh
1.935
Sales ths. units
9000
1.789
1.728
1.726
1.725
1.653
1.600
1.621
1.636
8000
1.601
7.477
7.243
1.400
1.000
7.264
7.219
7.108
7.121
7.082
1.637
7.438
7000
7.064
7.030
The total energy consumption of new appliances decreased
by -15% since 2000 (-300 GWh).
The total sales increased slightly by +3%.
Æ The energy consumption per appliance decreased by
approx. -18%!
2000
2001
2002
2003
2004
2005
2006
2007
Sales ths. units
Fleet consumption per year in GWh
1.800
1.200
10000
2008
2009
6000
5000
PRJ 592 - RG 1704810 - RP 7703936 - ID 237408489
Trend in TV: High increase of screen-size year by year
Size & Picture Quality Matters
2010-09-30
Panel-TV/Flat
Share of Screen Size
Sales Units %
2008 - 2010
Panelmarket Germany
LCD-TV
Jan-Jun 08
Jul-Dec 08
Jan-Jun 09
Jul-Dec 09
Jan-Jun 10
8,4
8,3
8,7
7,2
6,1
6,1
4,7
6,6
8,1
9,3
8,2
6,3
6,4
37,1
34,1
2,4
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up to 20 Inch
2010-09-30
9,4
5,3
8,6
20 / 21 Inch
22 / 23 Inch
26 / 27 Inch
32 Inch
37 Inch
40 Inch
41,9
39,3
38,9
42 Inch
46 / 47 Inch
52 Inch
55 Inch and more
Others
13,9
14,1
8,2
9,7
7,4
7,5
7,8
2,4
2,7
3,2
2.161,8
59,4
2.975,7
46,7
2.973,0
37,5
7,3
Sales Ths. Units
Sales Units +/- % PY
14,7
15,3
10,6
8,5
14,7
13,5
8,0
4,7
5,1
3.591,2
20,7
3.533,4
18,8
PRJ 98240 - RG 1695979 - RP 8596753 - ID 249453716
Panel-TV/Flat
Average Consumption by Inch
Energy Consumption Watt/h
2008 - 2010
Jan-Jun 08
280
Panelmarket Germany
LCD-TV
Jul-Dec 08
Jan-Jun 09
Jul-Dec 09
Watt/h
267
260
262
253
218
208
200
219
213
212
202
196
194
180
Jan-Jun 10
Total
32 Inch
37 Inch
40 Inch
42 Inch
46/47 Inch
240
220
2010-09-30
177
175
189
185
169
169
160
140
147
146
146
152
141
144
144
134
120
Average consumption declines:
Energy saving technologies
overcompensate increasing screen sizes
126
148
144
125
122
PRJ 98240 - RG 1695979 - RP 8596724 - ID 249452168
Survey of Compliance Directive 92/75/EEC (Energy Labelling)
Project Design shop observation
and shop manager interviews
•Covered countries:
All EU member states in 2008 plus Iceland and Norway
•Sample size:
25 small countries, 50 medium countries, 75 big countries
(Related to population)
•Shop types:
All relevant channels are covered including Internet and Mail Order
•Sampling strategy: The sample was drawn related to the weight of a retail channel on total
market. All major retailers participated in the survey.
2010-09-30
2010-09-30
Project Design shop observation
and shop manager interviews
•Shop observations: Based on a structured audit sheet comprising if : label is displayed,
placing of the label, visibility, originality.
•Manager interview: Based on a mainly closed questionnaire.
•Target person:
•Product types:
Shop owner or white goods department manager
All eight household appliances including the Labelling Directive are covered
(Refrigerators, Freezers, Washing Machines, Tumble Dryers, Dishwashers,
Electro Ovens, Air Conditioners and Household Lamps)
2010-09-30
Content of Labelling Audit
Placing of the label
(complete/basic label)
Label displayed
1= complete
(basic label+data strip)
2 = only basic label
3 = only data strip
4 = basic label and data
strip, but separately
placed
1
2
3
4
Label clearly
visible (not
covered or
obscured)
Placing of the data strip
(only if separate)
EU Label in
original size and
colour (i.e. not
own label of shop
or country)
Energy Efficiency Classes
1 = top
2 = front
3 = side
4 = back
5 = inside (displayed)
6 = inside (still in bag)
1 = top
2 = front
3 = side
4 = back
5 = inside
1
2
3
4
5
1
2
3
4
Tick if yes
Tick if yes
06
5
6
1
1
1
2
3
4
5
6
7
8
9
Label displayed – Total and highest/lowest score
Total
Complete (basic label
+ data strip)
Only basic label
71
Only data strip
Basic label and data
placed
No label displayed
3
12
2
11
99743
Base:
2010-09-30
2010-09-30
Label displayed – by product groups
Total
Cooling
Freezers Washing
machines
Tumble
dryers
Dishwashers
Electro
Air
Ovens Conditioner
Complete (basic label
+ data strip)
39
59
Only basic label
71
74
75
74
76
73
2
7
2
Only data strip
3
Basic label and data
placed
3
3
3
2
13
11
12
9
14
3
2
2
8
9
9
2
8
20
11
2
8
99743
29091
9732
24766
7635
12971
12828
12
2
No label displayed
Base:
15
3
3
2
50
2720
Qu.4) Which rate does the following features play in buying process for MDA product?
(1 = “overall unimportant” to 10 = “very important” for the buying decision)
Total
Design resp.
appearance
7,4
Brand name
7,8
Functional value
8,0
Quality of the product
(reliability etc.)
8,5
User friendliness
7,7
Energy consumption
and energy costs
8,2
Purchase price of
the appliance
Number of all
shops (=100 %):
8,7
1398
2010-09-30
Qu.5) Increase of consumer demand for energy efficient MDA products
Consumer’s
demand…
Total
… has
increased
70
… has been
constant
… has
decreased
26
3
1398
Number of all
shops (=100 %):
2010-09-30
Qu.7): Do energy labels have an impact on the sales process?
(1 = “disagree strongly" to 10 = "agree strongly".“)
Total
Energy labels allow a more objective
estimation of appliances.
7,4
Customers ask about energy efficient
appliances.
7,5
Information on the energy efficiency of
an appliance helps customers to
contribute to the protection of the
environment.
6,8
Labels offer the opportunity for a more
intensive customer consultation
7,2
The customers wish information on the
energy costs of the appliances on the label.
7,0
Customers do understand the difference
between the ratings.
6,5
We think retailers can easily explain the
label system.
8,3
Energy labels help us to sell more energy
efficient appliances.
Number of all shops (=100 %):
7,6
1398
2010-09-30
Qu.8): Please rate the importance of the labelling for different kinds of products.
(1 = unimportant" to 10 = "very important“)
Total
8,3
Washing machines
Tumble dryers
7,8
Dishwashers
7,9
Refrigerators
8,6
Freezers
8,4
Air conditioner
7,3
Electric ovens
7,1
Household lamps
7,2
Number of all shops (=100 %):
1398
2010-09-30
Zusammenfassung
• Der Anteil hocheffizienter elektrischer Produkte am Absatz neuer Geräte stieg in
den letzten Jahren deutlich an
• Dieser Trend ist auch in niedrigen Preisklassen sichtbar
• Die Entwicklung ist auf breiter Front über alle wichtigen Produktgruppen zu
beobachten
• Dadurch geht der Flottenverbrauch bezogen auch Neugeräte deutlich zurück
• Den Energieverbrauch erhöhende Faktoren wie Bildschirmgröße bei Flat/TV wird
durch die effizeinz neuer Geräte mehr als ausgeglichen
• Politische Fördermaßnamen haben einen positiven Einfluss auf die
Marktdurchdringung dieser Geräte
2010-09-30
Zusammenfassung
• Der Handel unterstützt den Abverkauf hocheffizienter Geräte, und sieht das
Wachstumspotential
• Die Eu labelling vorgaben werden zum größten Teil umgesetzt, der Anteil nicht
ausgezeichneter Geräte liegt bei 11 %.
• Die Eigenschaft „Energiesparend“ gehört im Verkaufsprozess zu den wichtigsten
Produkteigenschaften.
• Aus sicht des Handels ergeben sich bei den Konsumenten noch Informationsdefizite
zu den Labels, die Kenntnisse des Handels sind ausreichend und gut.
2010-09-30
Thanks for your attention!
2010-09-30

SELINA Workshop Berlin Präsentation GfK

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