Niq Global Intelligence Plc · NYSE:NIQ
Niq Global Intelligence — GfK — GfK Insight Forum 2022 Australia
34 slides from Niq Global Intelligence's conference presentation, Dec 1, 2022
Slide 1: Finding Opportunities, not Excuses
Finding Opportunities, not Excuses GfK Insight Forum 2022 Australia Mitesh Khatri Head of Consumer Intelligence & Consulting © GfK 1
Slide 2: What we hear: the concerns of businesses
All the global macro-economic trends mean people have less discretionary income to spend We have big stock issues What we hear… Our shipment costs have increased The concerns of businesses Staffing issues right now We have gaps post COVID understanding our market I don’t have time! There is too much
Slide 3: Australian cost-of-living headlines
01/12/2022 1IN 4 AUSTRALIANS ARE FINDING IT HARD TO GET BY ON THEIR A NEW STUDY SAYS ONE-THIRD OF AUSTRALIAN HOUSEHOLDS EXPERIENCED FOOD INSECURITY IN THE LAST 12 MONTHS Australians in for tough financial times as federal budget forecasts declining real wages and high living costs Australian report
Slide 4: Navigate the new world ahead
Navigate the new world ahead 01 Values: The Guiding Principles 02 Home as the HQ 03 From Data to Decisions 01/12/2022 © GfK 4
Slide 5: Values: The Guiding Principles
Values The Guiding Principles 01/12/2022 © GfK 5
Slide 6: Why it's important
Values: The Guiding Principles They form part Why it’s important of a marketer’s 62% An essential targeting & innovation Personal Values tool for toolkit. only buy products understanding and services that consumers. appeal to my beliefs, values or ideals. 01/12/2022 © GfK 6
Slide 7: Why values?
Guiding principles Grounding beyond innovation at a WHY demographics deeper level VALUES? Build a deeper emotional connection with your brands. Stronger Differentiation messaging & portfolio connections management 01/12/2022 © GfK 7
Slide 8: What are the top 5 values for Australians?
What are the top 5 values for Australians? Honesty Protecting Family Authenticity Freedom Enjoying Life 01/12/2022 © GfK 8
Slide 9: Australian Values are Different
Australian Values are Different Demonstrated through 5 Segments Key values 5 Freedom, Creativity, Curiosity, Open-mindedness, Learning, 8 14 Knowledge, Social tolerance, Equality, Internationalism 13 14 Enjoying life, Leisure, Pleasure, Material security 21 Helpfulness, Modesty, Thrift, Simplicity,
Slide 10: Why Values Change
Why Values Change People Culture is always get older evolving Priorities influenced by The interpretation external events or of values is fluid personal experiences 01/12/2022 © GfK 10
Slide 11: Unlocking Consumers' Mindset to Design Your Strategy
Unlocking Consumers’ Mindset to Design Your Strategy Actionable and meaningful consumer segments based on category predispositions anchored in underlying human truths and values. Category Underlying human truths pre-dispositions and values Explicit Implicit Design content and tactics Create a deeper
Slide 12: Anchoring category predispositions in deeper underlying values
Anchoring category predispositions in deeper underlying values A beverages case study on reaching growth through premiumisation WORLD Preserving the environment, social responsibility, equality, health & fitness PREMIUM DEMANDING PASSIONATES WELLBEING EXPLORERS RESPONSIBLE NEW AGERS Category: Premiu
Slide 13: Two Lens, All Market Factors
Two Lens, All Market Factors One framework to reveal the drivers of demand Consumer Behavioural Growth Mindset Context Spaces Map 01/12/2022 © GfK 13
Slide 14: Key Takeaways
Key Takeaways Core values tend to stay relatively 01 consistent, but they do evolve and manifest in new ways Values help you understand nuances 02 beyond demographics, geographies, attitudes and needs Values help drive product strategy, 03 messaging, brand positioning by creating a deep emotional co
Slide 15: Home as the HQ
Home as the HQ It’s the centre of life 01/12/2022 © GfK 15
Slide 16: Home is the location of many activities
Home is the location of many activities Many pursue a variety of domestic activities led by cooking for fun % Who do weekly or more often Toasters Kettle, Cook for fun 71% Coffee machine Headphones, Laptop + Work or study from home 70% Tablet, Smartphone Gardening 45% Perform home maintenance, repai
Slide 17: Working from home
Working from home Likely impacted by the new hybrid way of working, with more people working remotely from their homes around the world Potential share of time spent working remotely by country %** Post COVID, the 40 Labour force in advanced economies can Finance, professional services, management p
Slide 18: Hybrid environments drive increases to our lives at home
Hybrid environments drive increases to our lives at home with strong premiumisation and indulgence 44% It is important to indulge or pamper myself on a regular basis Core wearables Juicer Gaming mice +36% +57% Coffee Machines +84% +97% Air Fryers TVs - +70-inch +184% +84% Entertainment & Eat health
Slide 19: The baseline of products sold on promotion is lower
The baseline of products sold on promotion is lower On average 18% of all volume sold in YTD22 was for products that had a price cut of 10% or more Units Share with Price Cut of >10% 2019 2022 40% Xmas 35% Black Back to Friday 30% School EOFY Mothers Fathers 25% 25% Day Day 20% purchased 15% online
Slide 20: A framework for strategic planning
A framework for strategic planning Drive marketing and sales alignment based on consumer decision making and engagement HIGHER spend potential* MAKE IT A DESTINATION EDUCATE & INSPIRE ME IN-STORE Food processor Juicer Dishwasher Exact Brand / Model is NOT KNOWN Washing machine / Dryer Exact Brand /
Slide 21: Subscription video on demand
Subscription video on demand SVOD’s continued proliferations increases our entertainment time at home 2017 2021 74% 41% 39% 36% have 3+ SVOD 35% 34% 55% have 2+ SVOD 26% 01/12/2022 Source: GfK ConsumerScope 2021 © GfK 21
Slide 22: Radio on the rise
Radio on the rise Radio listening behaviour has shifted over the past 5 years 9.6% 122% 50%+ 13% Increase Increase in weekly Place of listening Increase in average in weekly reach via streaming has shifted* number of stations reach listened to each week Up 1.24m radio listeners Up 2.29m listeners Ov
Slide 23: AR-enhanced/enabled retail sees momentum
AR-enhanced/enabled retail sees momentum While metaverse is a 100% virtual play, AR connects the best of both worlds 200 million 18% Snapchat users interact with of global consumers shopped augmented reality (AR) in via virtual or augmented reality, the app every day up 7 pts, or 64%, from 2019 Sour
Slide 24: Key Takeaways
Key Takeaways Our homes are increasingly the 01 center of our lives, driving greater consumption of consumer technology goods, media and virtual engagement. Capitalize on category 02 premiumisation - a trend that is driving strong sales value growth Invest in the right marketing 03 touchpoints, pre
Slide 25: From Data to Decisions
From Data to Decisions Only 1 in 4 Marketers are very confident in their data systems to win and retain customers. 01/12/2022 © GfK 25
Slide 26: Data accessibility is a major issue
Data accessibility is a major issue Once they have the data, gathering While Only actionable insights is slow 85% 9% 18% of marketers say direct access to of marketers say customer data is of marketers say they can move customer data is critical to gain a highly accessible. quickly from data gatheri
Slide 27: What are those 1 in 4 marketers doing differently?
What are those 1 in 4 marketers who are confident in their data systems doing differently? 01/12/2022 © GfK 27
Slide 28: Creating a holistic strategy
Creating a holistic strategy Case Study: Joint Retailer / Supplier Present 1 Future 2 Where 3 Who 4 How ▪ So many 5 ▪ Unfavourable ▪ How do we plan ▪ Where should we ▪ Who should we macro-economic for the future? open our new be targeting and different data trends, where store and how to reach sourc
Slide 29: The solution: from macro trends to niche insights
The solution: from macro trends, to micro targeting to niche insights Case Study: Joint Retailer / Supplier Macro- New store / economic Targeted Future Who, How, trends1 advertising2 Planning3 Why?4 Solution ▪ Australia: +12% ▪ Location insights show ▪ Category level ▪ Consumer data showed ▪ New sto
Slide 30: High performers separate themselves in data marketing capabilities
High performers separate themselves in 5 data marketing capabilities Avoiding Adaptability Accessing Data and Agility Real-time Behavioural Blockers of Data System Insights Access Data Preparation Relevance Priority Complexity Collaborate Time Compliance Closing the Gap Making from Data to AI Action
Slide 31: Key Takeaways
Key Takeaways Change your mindset on data and 01 what it can do for your business Create an almost frictionless system 02 to access the data Access real time information, the 03 pace of the world and change requires it The right people, with the right 04 tools creating the right engagement plans. 01
Slide 32: Excuses Opportunities
Excuses Opportunities Macro-economic trends creating “doom & gloom” ▪ Homes is the HQ – strong growth for Consumer Durables up 12%. ▪ Many retail industries and media consumption is up in Sep 2022. ▪ Focus on a particular retailer or channel strategy. Stock issues ▪ Review promotional frequency and
Slide 33: One day or day one, you decide.
One day or day one, you decide. Paulo Coelho Paulo Coelho © GfK 33
Slide 34: Thank You
Thank You Mitesh Khatri mitesh.khatri@gfk.com +61 421 211 603 gfk.com