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Woolworths

Woolworths. Regional TV Market Review. September 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional consumers are a key element in Woolworths long term success. Regional consumers represent 44% of all regular Woolworths customers

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Woolworths

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  1. Woolworths

    Regional TV Market Review September 2011
  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au
  3. Regional consumers are a key element in Woolworths long term success Regional consumers represent 44% of all regular Woolworths customers Woolworths is almost 80% more popular in regional than metro Regional TV is a cost efficient way to contribute to Woolworths national growth 25 Woolworths stores in rural “satellite” TV market have no support – Coles very active in this market
  4. Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS
  5. Populations of major regional TV markets are comparable with the metros NNSW 2,079 SNSW 1,410 People Source: ATR & OZTAM 2011, Nielsen Media Research 2010
  6. Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra
  7. Rural “Diary” markets: 19% of total regional population Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier
  8. Satellite broadcasts into 5 states and territories NT Pop: 94,136 22% of SATELLITE IMPARJA (9) 7CEN (7) Rural QLD Pop: 173,381 41% of SATELLITE Rural NSW Pop: 80,366 19% of SATELLITE Rural SA Pop: 42,481 10% of SATELLITE Rural VIC Pop: 33,813 8% of SATELLITE PORT PIRIE & BROKEN HILL Pop: 137,000 GTS/BKN (7) STHN X 10 (10) Loxton/Mt Gambier Pop: 126,000 WIN SA (7) RTSSES (9) Source: Nielsen Media Research Regional TV Diary Markets
  9. Urbanisation and high population growth changing the profile of regional Australia Seachange: Baby boomers and young families Lower cost of living and lifestyle are main attractions Rural populations moving to regional hub towns Less than 4% of households depend on farming
  10. Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas QLD NSW VIC TAS METRO National average Population Increase: 2001 vs. 2011 Source: ATR & OZTAM 2011
  11. 1,547,000 Australian GB’s with children 5-12 3 8 % live in Regional TV markets Source: OzTam AGB Nielsen 2011
  12. Regional consumers’ willingness to spend grew this year by 9% – against national trend Spending per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  13. Average household incomes in regional TV markets are within 10% of national average P25-54: Average household Income Source: Roy Morgan Single Source (12mths to Mar 2011 )
  14. Home price to income ratio is significantly lower in regional TV markets – eases overall cost of living pressure House price vs. income multiple Source: Residex median house *(includes apartment price) Jan – Jun 2011 & Roy Morgan Single Source 12 mthsto March 2011
  15. Incomes in regional and rural Australia are growing well above the national average Average household income growth since 2004 (P25-54) Source: Roy Morgan Single Source (12mths to Mar 2011 – 2004 )
  16. Regional consumers are more optimistic about their current financial outlook… …and are more likely to spend on discretionary items over the coming year.
  17. Seachange… … 20% for baby boomers …80% for families
  18. Regional GB’s are more likely to be traditional mums with more children and bigger weekly spend Source: Roy Morgan Single Source (12mths to March 2011)
  19. Woolworths is easily the most dominant supermarket choice for regional GB’s Source: Roy Morgan Single Source (12mths to March 2011)
  20. Woolworths regional customers account for 44% of national total – Reg. NSW 2nd biggest market 000’s of GB’s with Kids Mainly Shopped at Woolworths Source: Roy Morgan (12 Months to March 2011)
  21. Woolworths is more popular in regional in every state except Victoria – NB high usage in satellite area % of GB’s with Kids Mainly Shopped at Woolworths Source: Roy Morgan (12 Months to March 2011)
  22. Regional markets have been a key business growth driver for Woolworths over past 5 years % of GBs w/ Kids who mainly shopped at Woolworths since 2007 Source: Roy Morgan Single Source 12 months to March 2007-2011
  23. Coles have had no regional growth over past 5 years and are down YOY in regular regional customers % of GBs w/ Kids who mainly shopped at Coles since 2007 Source: Roy Morgan Single Source 12 months to March 2007-2011
  24. Woolworths dominates Coles in all regional markets except Victoria – where Woolworths gained customers % of GB’s with Kids Mainly Shopped at Woolworths vs. Coles Source: Roy Morgan (12 Months to March 2011)
  25. Woolworths has dominant market share in all rural markets except Satellite and Loxton/MtGambier – where it is losing customers to Coles % of GB’s with Kids Mainly Shopped at Woolworths vs. Coles Source: Roy Morgan (12 Months to March 2011)
  26. 25 Woolworths Stores located within Imparja's Broadcast footprint (or within 100kms of the area) 27 Coles Stores located within Imparja's Broadcast footprint (or within 100kms of the area)
  27. Regional supermarket choice driven by price and quality – and even more so when living in less populated rural areas Source: Roy Morgan Single Source (12mths to March 2011)
  28. Quality, choice of new products and Australian grown are especially important in rural areas Source: Roy Morgan Single Source (12mths to March 2011)
  29. Woolworths share of TV budget allocated to regional matches the category average Period: July 2010 to June 2011 Source: Nielsen Media Research AdEx Note: 50% allocated to multiple product campaigns
  30. Woolworths advertising awareness is low in the Satellite market compared to most other areas GBs with kids – % advertising awareness which applies to Woolworths Source: Roy Morgan (12 Months to March 2011)
  31. FTA TV is a more dominant medium in regional Australia Source: Roy Morgan Single Source (12mths to March 2011)
  32. Regional TV is part of the community… “We live here too” News & current affairs Local TV ads Promotions Community sponsorships …means greater engagement
  33. Regional TV delivers higher engagement through… Play RTV sizzle reel and sample of regional TV localised TVC’s and promos www.regionaltvmarketing.com.au
  34. Two uniquely regional TV based strategies to drive sales growth and increase customer loyalty…
  35. A series of RTV spots to show produce from the local region that is in the local Woolworths store “ …we are a major customer of farmers, growers and manufacturers through every Australian state and territory…we are committed to helping sustain the communities that support our stores… ”
  36. Weekly specials on Regional TV for each regional sub-market driving customers to online for each store – would work in Satellite or overlap markets
  37. Regional TV offers Woolworths a clear opportunity for cost efficient advertising driven growth…… a small increase in the allocation of total TV funds to regional will have disproportionately high impact
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