Joint Client Seminar in China
31/10/2012, Beijing and Shanghai, China
Last June and July, Kantar Worldpanel China held its first joint client seminars in Beijing and Shanghai with Bain & Co, the consulting company. The main topic was “What Chinese Shoppers Really Do But Will Never Tell You” and focused on looking at the behavior of Chinese consumers and specifically their repertoire behavior across a variety of FMCG product categories.
The Beijing event also included a press conference with more than 30 journalists from various publications in attendance and subsequently, the event was mentioned in several well known publications, including China Daily and the Wall Street Journal. The event was the result of a collaborative effort from a team of people from Kantar Worldpanel and Bain & Company. The key speakers included Jason Yu, General Manager of KWP China and Bruno Lannes, partner and head of Bain’s Consumer Products and Retail Practice for Greater China.
The main findings were that for most (but certainly not all) categories, consumers display what is known as “repertoire behavior” meaning as they buy a category more frequently, they tend to buy more brands. The implications for brand owners is that they need to ensure they are part of this repertoire rather than focusing their efforts on trying to increase loyalty in categories where consumers do not tend to just buy large quantities of just one brand. In other words, penetration is a more effective way to gain market share rather than trying to influence the purchasing patterns of existing buyers.
The collaboration of two recognized and well respected companies in their respective fields of expertise was a huge success. The Shanghai event was oversubscribed and promises had to be made to share the presentation with clients who weren’t lucky enough to secure a seat. Those who were in attendance included representatives from major FMCG companies including Unilever, Coca Cola, Pepsi, P&G, Nestle, Mars and local food giant COFCO among many others.
Kantar CEO Eric Salama also mentioned the event in his August monthly “e-letter”, praising the collaboration on the project, which helped to strengthen the reputation of both companies in the industry. Several follow up papers, also prepared jointly with Bain & Co have already been published.