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Kids Industry Data Service

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Kids Industry Data Service

  1. 1. AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES Kids Industry Data Service SOFTWARE SPORTS November 2011 TOYS & KIDS WIRELESS Copyright 2011. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD. Proprietary and Confidential 1
  2. 2. Methodology Survey Details Data Provided •  Online survey of nationally balanced •  Brand/License purchased sample of adults age 18+ •  Category •  Target of 200,000-250,000 •  Retailer purchased from transactions •  Amount paid •  Surveyed weekly and aggregated •  Purchase occasion into monthly increments •  Special Offer •  Captures past 7-day purchases made •  Buyer demographics for any children ages 0-14 •  Children purchased for: •  Sample is selected such that •  Gender responses are balanced on: age, •  Age income, education, region, HH size & composition, race/Hispanic •  Relationship to buyer •  Requested •  Responses are weighted and projected to total US population •  Media Preference/Consumption Proprietary and Confidential 2
  3. 3. Categories Tracked Apparel/Accessories Sporting Goods Arts & Crafts School Gear Baby/Infant Non-Disposable Stationery Products Toys/Board Games Books DVDs/Blu-ray discs/ Consumer Electronics Video downloads Footwear Video/PC Games Halloween Costumes & Access. Software Health & Beauty Video Game System Music CD s/Music downloads Hardware Party Supplies Gift Cards Items for the Home Proprietary and Confidential 3
  4. 4. How can I improve my success with retailers, both brick-and-mortar and online? Understanding who the key players are in the market for total kids or a specific category enables you to focus on these key retailers. Understanding how they index compared to the total market for in-store vs. online gives you an edge to potentially capitalize on online opportunities they may be missing out on. $!!"# ,!"# +!"# *!"# Dollar Share )!"# (!"# '!"# &!"# %!"# $!"# !"# -./01# 201304/# -0456/# 70368/.9# -.:8#;#<8# =68/#=>:# ?/.46# 26@#8A/6# Top 5 Retailers for kids, Purchase Ages 0-14 Source: The NPD Group / Kids Industry Data Service, Sep 10 – Aug 11 Proprietary and Confidential 4
  5. 5. Which categories are more successful for my competitor s license than for mine? Understanding which categories are most successful for your closest competitor can give you the necessary intelligence to compete more successfully against them. It will answer whether or not you have the right product mix for your own license and identify the white space where you don t. '$"# '!"# Dollar Share &$"# &!"# %$"# %!"# $"# !"# 0# # ## 0# # # 0# ;# ,# 0# # ## ,# ,# 8# +# 8# +# 1/# 50 /0 A0 F0 ;2 80 ,* +1, .= +F -1, ,* ,+ >2 ? *+ *+ ,, >0 ;1 .. +* AB N. <* 4* G. .; 5D D #E )) ,* 6. D 0. D +. I #4 :; M#E +F .2 .- --. 5# #6 *L ,0 #K > /2 ,# #3 89 K. G* H. C. #3 E1 #2H -, G* // L; K2 7 20 +28 ,# #@ 2H 6* K/ ,# +#( (+ .+ *? .+ ,+ ? J* *- 0#< K) #. >? E* G, #E ,- ? J4 .# *+ ;0 :2, F, .9 ) 4. () B1 F, B1 K2*+#O*+0# N+*;0<.+?,+0# Source: The NPD Group / Kids Industry Data Service, Sep 10 – Aug 11 Proprietary and Confidential 5
  6. 6. Who buys my license, and who do they buy it for? Understanding your target purchaser can help you better target your marketing. Understanding your target user can provide guidance on who is really using your product so that you can hone in on product development that is age appropriate for this audience as well as who is your real competitive threat. Disney Princess Disney Princess Share of buyer relationship to child Share of age of recipient 2% 4% 4% 7% 12% 2% 22% 21% 26% 55% 46% !"#$%&'(# !"#)*+,($%&'(# !"#$%&'()$ *"+$%&'()$ ,"-$%&'()$ !"#-*./%0*#.*#1&1/0*# 2/%0*#3+4&'"#404-0*# ."//$%&'()$ /#"/0$%&'()$ !"#$%&'(51#3*&0,(# 2/%0*#,.,63+4&'"# Source: The NPD Group / Kids Industry Data Service, Sep 10 – Aug 11 Proprietary and Confidential 6
  7. 7. Contact Us For more information about the Kids Industry Data Service, call Charles Camaroto at 866-444-1411 or email contactnpd@npd.com. Proprietary and Confidential 7

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