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La marca privata nel 2007
Milano, 14 Febbraio 2008
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executive summarySolitamente, si sostiene che la marca privata:- è elevata in presenza concentrazione nella Distribuzione- cresce in presenza di crisi economica
Evidenze- In Italia:
- la concentrazione è bassa, ma la bassa crescita non ha favorito la marca commerciale
- La crisi dei consumi è significativa, tuttavia la MP è stabile a volume e cresce quella di livello Premium
- In Spagna e Inghilterra la MP ha una quota elevata, sebbene:- le loro economie siano prospere,- il consumo di alimentare domestico è cresciuto in
maniera significativa,- la concentrazione è bassa rispetto alla quota di marca
commerciale.
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Italia: lo sviluppo della Marca Privata
Quota a valore della Marca Privata sul Totale Grocery
Fonte: ACNielsen Trade*Mis - Iper+Super+ Libero Servizio * 100= media categoria
12,6 12,4 12,713,6
9,9
11,310,4
9,4
2000 2001 2002 2003 2004 2005 2006 2007
95,7 96,5 95,7Prezzo medio della MP*
Negli ultimi 3 anni, la MP non è cresciuta.
Il prezzo medio è rimasto invariato.
La quota a volume non ha subito variazioni significative.
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Fonte: ACNielsen Trade*Mis – Iper+Super+Libero Servizio * 100= media categoria
Marca Privata – l’offerta si declinaTotale Grocery - Incidenza % fatturato per fasce di Prezzo*
95,7 96,5 95,7
45,20% 43,80% 46,10%
34,30% 33,60% 31,40%
20,50% 22,60% 22,50%
0%
50%
100%
2003 2005 2007
> 116
86 - 115
< 85
Prezzo medio della MP*:
Assistiamo ad una Polarizzazionedella MC tra Premium Price (>116) e Primo Prezzo (<85)
Il premium price è cresciuto più del primo prezzo.
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Quota della marca privata nei paesi benchmark
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Il posizionamento di prezzo e la quota delle marche commerciali in alcuni paesi europei
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0
10
20
30
40
50
60
70
80
90
100
110
0 5 10 15 20 25 30 35 40 45 50
Value Share PL
Svizzera
ItaliaGrecia
Spagna
UK
Francia
Germania
Belgio
Olanda
10
20
30
40
50
60
70
80
90
100
110
Co
nce
ntr
azio
ne
Dis
trib
uti
va(%
gir
o d
'aff
ari
cop
erto
dai
pri
mi
5 G
rup
pi)
Spagna e UK sono i due paesi che pur non avendo una concentrazione molto elevata hanno una quota di marca commerciale significativa.
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Dinamica consumi domestici FOOD
In Spagna e UK, la MP si è imposta in presenza di una crescita significativa per la spesa nel Food
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Delta Team consulting
Delta Team www.delta-team.it è una società consulenza direzionale e di processo, specializzata in Retail e Supply Chain.
Gianluca Greco è business consultant di Delta Team, mail: [email protected]
Ha maturato esperienze e sviluppato competenze nei seguenti ambiti: riorganizzazione aziendale, strategie commerciali e posizionamento commerciale, sviluppo modelli di business, valutazione di azienda. E’ autore di numerose pubblicazioni sui temi della distribuzione e del marketing.
