• 14,7% of households in Poland purchased Mayonnaise in Biedronka in 2001.
• In Poland the strongest position regarding volume shares had Winiary brand.
• Almost 30% of category volume purchased by Biedronka shoppers came from Biedronka. Biedronka satisfied 30% of category requirement of Mayonnaise shoppers. The rest of their purchases was made in other outlets.
• In the portfolio of Biedronka shoppers, Private Labels had the strongest position, amounting to almost 42% of category volume, followed by Winiary as the strongest brand with almost 22% of shares.
• Category purchases made in Biedronka were dominated by Private Labels (83,5% share). The share of Winiary was lower in Biedronka than in all purchases (everywhere). Winiary performed much better in purchases made in other outlets (elsewhere). This suggest that Winiary brand has z potential to increase its’ shares in Biedronka.
• The analysis of preferences towards brand for Biedronka shoppers that shopped in Biedronka but bought Mayonnaise at other retailers (missed opportunities), revealed that brand such as Unilever Bestfoods, SpoĊem Kielce and Motyl had significantly higher shares. The lack of presence of these brands in Biedronka’s offer may be a potential reason for buying the category in other outlet formats (missed opportunities for Biedronka).
• The structure of purchases of non Biedronka shoppers corresponds closely with the structure of missed opportunities.
|
