Wm Morrison Supermarkets — Investor Day (February 2008)
14 slides from Wm Morrison Supermarkets's investor day presentation, Feb 12, 2008
Slide 1: Investor Day
Investor Day Doncaster & York Stores, 12th February 2008
Slide 2: Angus Maciver, Group Marketing and Communications Director
Angus Maciver Group Marketing and Communications Director
Slide 3: What are customers saying about….
What are customers saying about…. 3 • The advertising • What it’s like when they come in store • What they expect from in store production • Do the products live up to expectation • What next
Slide 4: We're doing well at the moment in attracting customers from our competitors
We’re doing well at the moment in attracting customers from our competitors 4 We made Christmas for millions of extra customers Why might that be? Source: TNS 12 weeks ro Jan 08
Slide 5: Customers choose supermarkets for a variety of reasons
Customers choose supermarkets for a variety of reasons 5 Top 4 Retailers - Most Important Factors for Deciding Where to Shop, % of Main shoppers Therefore our advertising Why people shop where they do aims to communicate: 50 44 45 % of customers saying important 40 • Freshness (which equals 35 33 32
Slide 6: In terms of freshness the advertising is clearly having the right impact
In terms of freshness the advertising is clearly having the right impact 6 “They source, produce and prepare 45% a lot of their own fresh food” Known for Fresh……. 32% 30% 26% 25% Morrisons 21% 15% Asda Sainsburys Tesco 0% JanFebMarAprMayJun Jul AugSep OctNovDecJan “They prepare more food fresh in- s
Slide 7: We've done this whilst strengthening our value credentials
We’ve done this whilst strengthening our value credentials since the campaign started 7 Alan’s helping us show that we… “Provides Good Value for Money” % Jan ‘07 - Sep ’07 - Aug ‘07 Jan ‘08 Asda 80% 84% Morrisons 68% 73% Tesco 68% 67% Sainsbury 45% 45% Source: Hall& Partners Brand Tracker Jan ‘07 –
Slide 8: So what do people who've seen the adverts think when they come into the store?
So what do people who’ve seen the adverts think when they come into the store? 8 Customers rate Market Street very highly with 97% liking it or liking it a lot. Like it a lot Like it 45.5 52 Dislike it Dislike it a lot Source: Nunwood customer exit survey n=575, Accompanied shops n=60
Slide 9: Morrisons main shoppers like different things to competitor main shoppers
Morrisons main shoppers like different things to competitor main shoppers – so a full Market Street concept is appealing 9 Importance of Market Street areas related to Market street liking split Morrisons shoppers versus competitor shoppers Morrisons Main Shoppers Competitor Main Shoppers When Shopp
Slide 10: Customers also recognise that prepared in store means fresher food
Customers also recognise that prepared in store means fresher food 10 How much do you agree or disagree that products that are made or prepared in store are fresher than products that are delivered to the store ready packaged? 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Disagree Disagree Neither agree
Slide 11: In product testing, customers recognise the difference in our pizzas
And in our most recent product testing, customers recognise the difference in our pizzas too! 11 Fast FoodFax Q7. - Please Taste Each of these Products and tell us what your view of the overall taste is? Average = 3.6 Excellent Good Average Poor Very Poor Mean Score (+5 to +1) Pepperoni - Factory 40
Slide 12: For the future, expect us to do more to communicate our provenance message
For the future, expect us to do more to communicate our provenance message 12 Agreement with statement British products are of higher quality than products from other countries 40% 26% 21% 8% 5% 5 - Agree Strongly 4 3 2 1 - Disagree Strongly Agreement with statement Knowing where a product has come
Slide 13: Let our customers have the last words
Let our customers have the last words 13 “Fresh meat is “Really good to see fantastic – used to them cutting it fresh go to the market, so you know what but Morrisons is you are getting” great” “Ooo.. Great cakes “I do like the bakery – like being in a real – my hubby won’t bakery” eat other bread,
Slide 14: Morrisons
MORRISONS
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