Uitgeverij De Boeck PowerPoint Marktonderzoek in rechte lijn 2014 Case light mayonnaise Marc De Laet, Pol Toye

1. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
Marktonderzoek in rechte lijn
Marc De Laet
Pol Toye
Case Study Light Mayonnaise
25th of June 2010
uitg. De Boeck

2. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
2
Product Range D&L
End 2008

3. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Campbell Foods
Product Range Mayonnaise Devos-Lemmens
2008
3
Regular Mayonnaise
Regular Lemon Mayonnaise
Product range Devos-Lemmens mayonnaise:
- Regular mayonnaise
- Regular lemon mayonnaise
- Light mayonnaise
- Salad dressing
Light Mayonnaise
Salad Dressing

4. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
4
Market Situation
End 2008

5. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Consumer Insight measures
Evolution
5
Volume (Tons)
Penetration
Volume per buyer
Occasions per buyer
Volume per occasion
MAT 12/07
525.988
6.6
1.751
2.7
0.651
MAT 12/08
196.994
3.2
1.333
2.0
0.656
•Kraft light mayonnaise was removed at several retailers during the year 2008. The last retailer to delist Kraft light
mayonnaise was Colruyt and by consequence the volume of Kraft Light mayonnaise completely collapsed in the last
two months of 2008.
•Because other retailers delisted earlier, comparing the year 2008 sales of Kraft light mayonnaise with the year 2007
sales shows a steep decrease. The goal of Campbell Foods is to know where this volume went to. It seems that other
players in the light segment did not compensate for the loss because the entire segment of light mayonnaise showed
a decrease. Could this volume be going to regular mayonnaise or salad dressing?

6. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis – Split competitive & non-competitive loss
Year 2008 compared to year 2007 (constant sample)
6
In order to find out where the volume of the delisted Kraft light mayonnaise went, a gain & loss analysis was
performed. Hereby we take a look at the volume before and after delisting, the importance of underlying
segments/products and what volume has left the segment.
•The loss of Kraft light mayonnaise is regarded within the market of regular and light mayonnaise + salad dressing.
This to make sure that eventual volume flows towards regular mayonnaise and salad dressing are taken into account.
•We can see that Kraft light mayonnaise looses 66% of its volume compared to last year. 17.6% of the volume is lost
because the consumer of Kraft light mayonnaise consume less of the total category (regular and light mayonnaise +
salad dressing)
•48.8% of the volume is lost towards other references within this total market, so 73.5 of the lost volume of Kraft light
mayonnaise went to competition, 26.6 % of the lost volume went out of the market.

7. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis – Split non-competitive loss
Year 2008 compared to year 2007 (constant sample)
7
The volume leaving the market was mainly caused by buyers consuming less of the market (but not entirely leaving the
category).

8. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis - Split competitive loss
Year 2008 compared to year 2007 (constant sample)
8
•Within the competitive loss we can see that
D&L Light mayonnaise takes 8.4% of the
volume of Kraft light mayonnaise. In total all
light mayonnaise references takes 16.7% (sum
of all net shifts to/from light mayonnaise
references) of the volume.
•However the regular mayonnaises take 26.6%
of the volume and the salad dressings take
5.5% of the volume. So only part of the lost
volume of Kraft light mayonnaise stays in the
segment of light mayonnaise, main part goes
to regular.

9. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis - Split competitive loss
Year 2008 compared to year 2007 (constant sample)
9
If the same table is sorted according to net
shift, we can see that 2 references of D&L are in
the top 3 products gaining from the lost volume
of Kraft light mayonnaise.

10. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis - Split competitive loss
Year 2008 compared to year 2007 (constant sample)
10
•If the same table is sorted according to the
interaction index, Kraft regular mayonnaise is
nr. 1, and some PL products score better.
•A higher interaction index indicates that the
loss is higher as expected according to fair
share.

11. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis - Split competitive loss
Year 2008 compared to year 2007 (constant sample)
11
Taking a look at the various sub segments profiting from the loss of Kraft
light mayonnaise in the analyzed mayonnaise market shows a much
stronger interaction with regular lemon mayonnaise compared to other
regular mayonnaise.

12. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise lemon
Consumer Insight measures
Evolution
12
Volume (Tons)
Penetration
Volume per buyer
Occasions per buyer
Volume per occasion
MAT 12/07
267.108
4
1.466
2.2
0.665
MAT 12/08
122.464
1.9
1.425
2.0
0.709
A fairly particular reference was that of Kraft light mayonnaise lemon. A detailed look shows the same evolution for
Kraft light mayonnaise lemon as for the other references. The question in this case is whether we can see an even
stronger loss towards mayonnaise lemon than already was the case for the total of Kraft light mayonnaise.

13. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise lemon
Gain & Loss analysis – Split competitive & non-competitive loss
Year 2008 compared to year 2007 (constant sample)
13
•The loss of Kraft light mayonnaise lemon is again regarded within the market of regular and light mayonnaise
+ salad dressing. This to make sure that eventual volume flows towards regular mayonnaise and salad dressing
are taken into account.
•We can see that Kraft light mayonnaise lemon loses 62% of its volume compared to last year. 18.1% of the
volume is lost because the consumer of Kraft light mayonnaise lemon consumed less of the total category
(regular and light mayonnaise + salad dressing)
•44.2% of the volume is lost towards other references within this total market, so 70.9% of the lost volume of
Kraft light mayonnaise lemon went to competition, 29.1% of the lost volume went out of the market.

14. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise lemon
Gain & Loss analysis – Split non-competitive loss
Year 2008 compared to year 2007 (constant sample)
14
The volume that went out of the market was mainly caused by buyers consuming
less of the market.

15. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise lemon and total
Gain & Loss analysis - Split competitive loss lemon
Year 2008 compared to year 2007 (constant sample)
15
Kraft light mayonnaise lemon
•We can see that the loss to regular
mayonnaise lemon is 14.3% with an index
of 110.1 compared to a loss of 7.8 to
regular mayonnaise other with an index of
43.4.
•This difference is clearly more
pronounced for Kraft light mayonnaise
Kraft light mayonnaise total
lemon than for the total of Kraft Light
mayonnaise.

16. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
16
Conclusion

17. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Kraft light mayonnaise
Gain & Loss analysis - Conclusion
Year 2008 compared to year 2007 (constant sample)
17
•Due to the delisting at several retailers, Kraft light mayonnaise strongly lost volume in the market. Only ¼ of
the loss can be explained by lower consumption of the market (regular and light mayonnaise + salad dressing),
so the main part of the loss goes to other references within the market.
•However we can see that the light references within the market only take 25% of the lost volume, where D&L
is the biggest winner, but mainly the regular mayonnaises take 40% of the lost volume. Here D&L is in second
position.
•In the loss of regular mayonnaise, lemon plays an important role. This is even more pronounced if we only
look at Kraft light mayonnaise lemon. So we can state that besides a light mayonnaise these buyers are looking
for a lemon touch.
So, what’s next?

18. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
18
Product Range D&L
June 2009

19. GfK Consumer Tracking
GfK/Campbell Foods – Light Mayonnaise Case Stefan Heremans/Jeroen De Wever
25th of June 2010
Campbell Foods
Product Range Mayonnaise Devos-Lemmens
June 2009
19
Regular Mayonnaise
Regular Lemon Mayonnaise
Light Mayonnaise
Light Lemon Mayonnaise
Salad Dressing
A swift reaction of Campbell Foods following the data
presented in this analysis, allowed for them to launch a
new variant of light mayonnaise in order to adequately
appeal to those buyers previously buying the Kraft light
(lemon) mayonnaise. Barely 4 months after they
received this input, D&L light lemon mayonnaise could
already be found at various retailers. If not for their
local flexibility, they would not have been able to react
this quickly to a changing market and profit from an
unfulfilled need for a light lemon mayonnaise variant.