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FMCG MAP (Marketing and Advertising Planner)
FMCG MAP provides manufacturers, marketers and all those interested in building the value of their brands with critical information that helps:
- build, plan and manage the category
- plan, position, analyse and market
Whether you're in the business of marketing food, nonfood or beverage brands, FMCG MAP provides valuable insights to help drive growth.
Over 150 categories are measured, many to brand level:
Grocery - meat, fresh produce, dairy, beverages, dry groceries, frozen products, pet food
Personal Care -skincare, hair care, personal hygiene, cosmetics, toiletries, oral care
Household - laundry, kitchen and bathroom cleaners
Impulse - ice cream, beverages, chocolate
FMCG Measures include:
- Consumption
- Channel
- Frequency
- Share of Trolley
- Share of Throat
- Expenditure
- Volume
- Loyalty
- Trialists
- Rejectors
- Brand Health
- Brand Equity
- Brand Image
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| "How to make your fast moving consumer goods move even faster." |
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World's largest consumer database.
 Roy Morgan International believes that if you want to know everything about a person, you should ask all of the questions of the same person - a single source.
Roy Morgan Single Source operates in USA, UK, Australia, New Zealand and Indonesia, collecting information from a representative sample of people aged 14 and over.
In addition to all the hard statistical data, Roy Morgan Single Source is incomparably valuable in providing in-depth insights into consumer behaviour and attitudes:
- Attitudes to food, health, exercise, recipes, diet, fat, cholesterol, organic food, cooking
- Lifestyle/behaviours -dining out, fast food, sporting activities, shopping, entertaining
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| "80% of those who bought bread also bought milk from a C-Store." |
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Shopping Behaviour
- Grocery Buyers - main or shared
- Supermarket - main store plus others used
- Expenditure on groceries in last 7 days
Combined with the appropriate FMCG module/s these measures provide an understanding of which channels are most popular for segments and brands. Understanding the supermarkets' 'profitable' or 'loyal' customers and what they are consuming will help you argue for better shelf positioning and/or ranging.
More detailed shopping behaviour information such as time of day/day of week or frequency of shopping can identify day-part gaps and opportunities in stock levels. These insights will become critical to category and brand planning.
Products bought in the last 4 weeks
Insights into consumer repertoire go well beyond pure basket analysis. This module is made up of three broad grocery segments:
- Food including infant formula, baby food, tea/coffee, cold drinks, dairy, desserts, meat, fruit, vegetables, rice, pasta, spreads, breads, cereals, snacks, and pet foods
- Personal products
- Kitchen, laundry and household products
Cross-category repertoire is a powerful tool in identifying promotional opportunities, in- store position and identification of potential alliance partners.
Foods eaten in the last 7 days/Cuisines like to eat
For further insight into consumption, Roy Morgan International is able to provide two modules outlining foods eaten in the last 7 days and consumer's favourite foods. Importantly, who drives purchase - the purchaser or the consumer? This module delivers an understanding of these drivers of choice amongst grocery buyers and non-buyers. It provides an extended platform of knowledge into consumption habits as well as the measurement of the food preferences of brand targets. This is a useful tool for identifying opportunities in non-grocery channels, as it highlights the 'vehicles' for many products.
 Non-Alcoholic Beverages - encompasses a comprehensive 'Share of Throat' module spanning the entire spectrum of the beverage market from waters and milks, juices and carbonated drinks, to sports and energy drinks. Measures cover beverages drunk in the last 4 weeks and 7 days and total volume repertoire for 7 days, providing insights into a myriad of consumer behaviours, product and brand preferences. Additionally, more detailed branded information is available on various beverage categories including soy and flavoured milks and white milk purchase.
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| "36% of grocery buyers purchase more of the store's own products than well known brands." |
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Accurate answers at your fingertips.
- Who is consuming your brand or your competitor's brand?
- What is the profile of your core consumer, their demographics, attitudes, lifestyles?
- Who are your non-consumers?
- What is the brand repertoire amongst your target?
- Who are 'heavy' consumers and how loyal are they?
- Which market segments are in growth (or decline)?
- For growing brands, who's buying them and for declining brands, who's not buying (now)?
- Which attitudes drive the market - health, environment, fashion?
- What cuisine styles and food types do your consumer targets prefer?
- Are your brand consumers 'profitable' or 'loyal' consumers?
- What media/promotional vehicles are best for each target group?
- What is the most cost-effective media plan for each target group?
- How effective are current sponsorships and what other opportunities are there?
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 Convenience Stores
When it comes to categories purchased from and which brands of convenience store, FMCG MAP allows for extensive cross-channel analysis. Channel 'leakage' identification, comparison of shopper behaviour in relation to supermarkets and other retailers such as milk bars and newsagents are particularly important for understanding channel usage beyond supermarkets. Additionally, as grocery shoppers become increasingly time poor, what channels are used for their 'top-up shop'?
FMCG MAP also facilitates an array of segmentation tools. The depth and breadth of the segmentation allows comprehensive profiling of category and brand users/nonusers.
- Geographic - such as state and metropolitan versus regional breakdowns. (Detailed mapping projects can be undertaken in addition to the standard subscription)
- Demographic - such as gender, age, lifecycle, occupation, income, household structure
- Psychographic - such as attitudes to shopping and products, aspirational consumer segments and Roy Morgan Values Segments1
- Behavioral - such as activities participated in the last 3 months
- Media Planning - the ability to more effectively target media with media behavior
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| "Get to know your customers like close friends." |
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Key applications include:
- Market Segmentation - by any combination of demographics, geography, frequency, lifestyle or attitudes
- Market Opportunities - line extensions, new product development, new distribution channels, new markets, strategic alliances
- Profitability - measure best returns on investment in product, channel and promotions
- Trends over time - track changes in share, awareness, satisfaction, likelihood to switch
- Communications strategies - readership of newspapers/magazines, TV programs watched, promotional vehicles
- Developing loyalty - market retention and expansion strategies
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Powerful ASTEROID Windows software.
FMCG MAP is provided on disk with user-friendly data analysis software. Called ASTEROID, this software ensures the data can be re-cut and re-analysed to suit changing business needs.
As an integral part of your subscription, Roy Morgan's specialist analysts will provide ongoing training, value-added service, including workshops and presentations, and agency training and service. Our approach in structuring our services is to ensure that we meet the KPIs of an organisation in measuring our key deliverables.
In-house demonstration
To fully appreciate the power of FMCG MAP call to arrange a free in-house demonstration.
Email: Fmcg@roymorgan.com
For current FMCG profiles available online visit: Roy Morgan Online Store
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