1、d and beverage consumption, with volumes down globally by 0.6%. The chance to change peoples habits, create new usage occasions, and migrate both categories and brands from one market to another have helped home care (volumes up 0.6%) and personal care (up 0.3%) continue to grow. GRoWTH HoTSPoTS Eme
2、rging markets revenue growth has slowed in the last year, halving from 12.4% to 6.7%, but this remains considerably more robust than developed markets, where sales rose by 1.3%. Indeed, emerging markets accounted for 82% of FMCG growth in 2015, with star performers including China, India, Turkey and
3、 South Africa. While eight in 10 of all shopping decisions take place in emerging markets, the 15% of the global population living in developed countries spend nearly four times more per head in absolute terms. The global average shopping decision is worth $2.1; $3.7 in developed markets and $1.4 in
4、 emerging markets. These figures will vary by the brand and category purchased. A Chinese shopper buying Lancme skincare, for example, will spend on average $82; a Spanish shopper will spend $65 on Estee Lauder. However, in the food category, the average Chinese shopper will spend $0.68 on Wanh Shou
5、 Yi, a popular local seasoning brand. Back in Spain, the average shopper will spend $1.30 on Risi snack brands. The same shopper will often make very different purchasing decisions depending on the category and the context. It is every marketers responsibility to understand both the category, the co
6、ntext and the distribution of prices paid for the brands in their competitive set. Brand Footprint at a glance 2015 in FMCG At the current rate of growth, by 2017 emerging markets will account for more than half of global FMCG sales Sources: Kantar Worldpanel GFK IMRB 2015 FMCG deCLINe oF GL oBaL aN
7、d RISe oF L oCaL BRaNdS, % SHaRe. 2013 2014 2015 55.5 44.5 53.8 46.2 54.5 45.5 Global brands Local/Regional brands Source: Kantar Worldpanel 2015 v 2014 ToP 10 ReCRuITeRS Households gained in 2015 (m) Colgate 40 dove 31 Lays 25 Sunsilk 25 Lifebuoy 24 Coca-Cola 20 Close-up 19 Vim 18 Sprite 16 Lux 16
8、PoPuL aTIoN PeNeTRaTIoN FReQueNCY CoNSuMeR Rea CH PoINTS (CRP) How many households buy a brand/universe How many households in a country How often each household buys it on average in a year Spend on local brands has increased by 6.2%. Local players grew by $41 billion in 2015 4 5 Brand Footprint at
9、 a glance 2015 in FMCGOf all the brands that grew over the past year, 79% of them did so by recruiting more shoppers. Colgates performance is case in point. In 2015, it boosted global penetration to 67.7% adding 40 million new households to its buyer base, more than any other brand in the ranking. T
10、his indicates plenty of headroom for growth, even among the largest brands. Our data shows that the average brand included in the Brand Footprint Top 50 ranking has a global penetration of just 20.2%. In fact, only 2% of all the brands analysed reach more than 80% of a countrys households. Nearly on
11、e third command less than 5% penetration. A lot of marketing time and effort is directed at brand buyers, to the detriment of finding the blind spots, the people who dont buy your brands. There are plenty of categories where overall adoption rates remain low. In personal care for instance, more than
12、 40% of the global population does not yet purchase deodorants, hair conditioner or make-up. Your buYers dont belong to Y ou Consumers by their nature are not twice, and so on. This is a pattern universal to all brands and all categories. Individually, these light buyers may seem insignificant, but
13、their collective contribution to your brands success is invaluable. Ignore them at your peril. The good news is that brands achieving a higher penetration nearly always see an accompanying increase in purchase frequency. Fundamentals of brand growth 7 6 Only 2% of all the brands analysed reach more
14、than 80% of a countrys households Around half of this years new buyers wont buy your brand next year Its the perennial question on the lips of marketing bosses worldwide: How do brands grow? the question isnt just asked in a theoretical way; a sound understanding of the principles behind brand growt
15、h is important. Increasingly, marketers are seeking evidence-based guidance on how to proceed. At the heart of what we do is a fundamental belief that scientific evidence starts with observation of shopper behaviour. Brand Footprint remains wedded to proven doctrines; drawing upon the evidence-based
16、 principles to help lay out a clear roadmap for growth in the FMCG market. Our proprietary data tallied with consumer and shopper behaviour insight, as well as Europanels Brand Growth 2020 (BG 20) study confirms the strength of these principles; ultimately allowing us to identify and confirm the gol
17、den rules below; crucial to a sustainable growth strategy. PenetratIon Is kIng Brand growth and brand size are both driven by the number of buyers. This remains true across demographics, developed and developing countries and frequently or infrequently purchased categories and brands. monogamists; t
18、hey are polygamists, with even the most loyal flitting away into the arms of rivals. The flip side of most buyers choosing your brand infrequently is that the vast majority are also sampling other brands as part of their repertoire. Even looking at the biggest brands, for instance in the UK, we see
19、that they only command an average loyalty figure of 36%. In fact, for those 10 biggest brands in their biggest categories, their most loyal shoppers only account for 8% of brand spend. Most buYers onl Y buY Y our brand once Of course, if Colgate can persuade every one of those households to buy its
20、brand on just one more occasion within a 12-month period, then it will have significantly increased annual sales. This is the argument that makes chasing increased frequency look tempting. However, every brand regardless of its size has a frequency curve of a similar shape. Most buyers will buy once
21、; the second largest proportion will buy buYer bases are In constant cHurn No matter how successful you are at attracting new buyers, be aware that around half of them will not buy your brand the following year. Sometimes this is conscious rejection but is more often circumstance. You werent listed
22、in the store they visited. You were out of stock. You werent on promotion. You simply werent top of mind. As a consequence, even for a brands penetration to remain flat there has to be a constant recruitment of new shoppers, and thats before considering the incremental buyers needed for growth.8 9 A
23、s only one brand in the ranking has a global penetration of more than 50%, every manufacturer has an opportunity to expand across geographies. But,洲洲择自己最喜欢最拿手的小主题来围绕主题搭建。对于中班来说，整体的一个布局摆设幼儿还不能很好的进行把握。因此，在上次建构后，引导幼儿回家后做一个规划图，在课前让他们来讲述自己的创想。在搭建后，先让其余幼儿将建构好的东西放在一个角落，我请了一个能力强的幼儿协助我一起将建好的东西整体布局摆设好。在摆设完毕后，
24、幼儿们围坐在周围一起观赏，我看到了他们的快乐和喜欢。并引导幼儿讲述布局的重要性，引导他们的创想。6 月份主题预设：十字路口 一、活动目的：1、在搭建单条大街的基础上，引导幼儿了解“十字路口”与单街的区别。2、学会看简单的结构平面图，围绕主题进行搭建“十字路口”。 3、在模拟构造和自构造中继续学习结构物体的基本特征，运用搭高、对称、平衡、接插、镶嵌等技能较熟练的搭建楼房、汽车、树木等。 14 17 35 26 3 2 3 2014 U.S. Aliresearch 2.3 42 1 40 2011 2012 2013 2014 2015 e2016 e2017 e2018 e2019 e2020 (2011-2020) 24.6% ) 450 300 -450 100 -300 1 0 APASS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ! ! APASS 1 2 0% 20% 40% 60% 80% 100% 0 5 50 60 APASS ! ! ! APASS 1 3 ! ! 2.6 9 APASS APASS
