copyright 2000 acnielsen 1 wines of south africa tuesday 2 nd july 2002

Copyright 2000 ACNielsen

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Wines of South Africa

Tuesday 2nd July 2002


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Information Services

Retail Measurement

Consumer Panel Services

Media Measurement Services

Customised Research Services

Internet Services

Information Delivery Services

Merchandising Services

Integrated Information Solution

Value Added Services

Modelling &AnalyticalServices

ClientServices

Manufacturers

Retailers

Services

Sales Finance

HR Marketing

BuyingCategoryManagement

Merchandising

Media Logistics

Global Service


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Merchandising Services SPACEMAN - Global Brand Europe, America’s, Asia Pacific and Emerging

Market Regions

45 Countries Worldwide

16 Languages

LOCAL TEAMS Account Management Business Consulting Support Teams


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Tailor Made Consulting

Identify Business Issue

Set objectives

Assess available information and data gaps

Set desired end results

Produce Business Case


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Examples of Client Consultancy

Production of business cases for increased share of space on shelf

New product launch - positioning of product on shelf

Integral part of Category Management StudiesStrategy and Tactics Phase

Providing expertise to back up Space planning departments

Packaging redesign - production of planogram scenarios


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Integration of Information Sources

Key Account Data

Category Management Studies

Store Audit Information

Consumer Research - Qualitative & Quantitative

Current Planograms

Use of Client Specific Attributes


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Key inputs into space allocation on shelf

Space allocationon shelf

Merchandising Guidelines

Marketing Strategy

ConsumerDecision

Tree

CategoryAssessment

KAD

CategoryManagementConsultancy

CustomisedResearch

StoreAudits


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Client Case Study The following slides show a case study

conducted for a client

The ability to incorporate data using SPACEMAN Connectivity is displayed


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Chilled Fruit Juice Planogram

The following slides provide an analysis of a Chilled fruit juice planogram by Multiple Grocer

The objectives of the study were to provide a business case for changing the space allocation between sectors based on their performance


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Current Juice Planogram& Segmentation


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Chilled fruit juice planogram


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Colour Key:

Red = From Concentrate

Blue = Not From Concentrate

Aqua = Freshly Squeezed

Purple = Juice Drinks

Block Segment Analysis


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Colour Key:

Yellow = Orange

Green = Apple Blends

Red = Grapefruit

Purple = Other

Flavour Segment Analysis


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Planogram Flow

Planogram leads in with Juice Drinks > From Concentrate > Not From Concentrate > Freshly Squeezed


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Planogram Flow cont.

Merchandising in vertical blocks

Premium juice drinks are currently displayed within the Freshly Squeezed segment


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Ranked Sales DensityManufacturer Name Sales Lineal_Space Sales Density £/cm

TROPICANA TROPICANA ORIGINAL ORANGE 1L £53.23 21cm £2.53

OWN LABEL OWN LABEL PURE ORNGE SMOOTH 1L £57.53 23cm £2.50

OWN LABEL OWN LABEL PAST FRSH SQZD OJ 1L £25.34 14cm £1.81

TROPICANA TROPICANA SMOOTH ORANGE 1L £35.34 21cm £1.68

OWN LABEL OWN LABEL FLORIDA O/J ORIGINAL 1L £19.81 16cm £1.24

OWN LABEL OWN LABEL FRSH SQZD OJ 1L £25.34 21cm £1.21

OWN LABEL OWN LABEL FRSH SQZD ORANGE 500ML £26.61 22cm £1.21

TROPICANA TROPICANA ORIGINAL ORANGE 1.75L £22.30 19cm £1.17

OWN LABEL OWN LABEL ENGLISH APPLE 1L £14.84 14cm £1.06

TROPICANA TROPICANA PINK GRAPEFRT JUICE 1L £14.03 14cm £1.00

OWN LABEL O/L PURE OJ SMOOTH 2L £26.54 28cm £0.95

TROPICANA TROPICANA GRAPEFRUIT 1L £12.51 14cm £0.89

PROCTER & GAMBLESUNNY DELIGHT CALIFORNIA 500ML £30.91 35cm £0.88

PROCTER & GAMBLESUNNY DELIGHT FLORIDA 500ML £30.57 35cm £0.87

TROPICANA TROPICANA FRESH ORANGE + CALCIUM £11.99 16cm £0.75

OWN LABEL OWN LABEL ENG APPLE WITH MANGO 1L £9.77 14cm £0.70

TROPICANA TROPICANA SMOOTH ORANGE 1.75L £12.86 19cm £0.68

This shows the return on space invested on the planogram, measured in £/cm generated. Any forms of data can be used for this analysis eg profit, volume etc

Sales is a calculation of Weighted Rate Of Sale (WROS)

x Average Price


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Under/Overstocks Identification- using Retailer specific merchandising criteria


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Under/Overstocks

Retailer criteria may include the minimum number of products required on shelf to maintain:

Adequate case quantity holding

How often the products need to be refilled due to sales levels

Green products are overstocked

Red products are understocked

White products are at optimum stock level


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Under/Overstocks results. Identify which products are

overstocked/understocked Are there any trends e.g. particular brands/

manufacturers which are generally overstocked/understocked


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Quadrant Analysis- Stars, Cash Cows etc


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Quadrant Analysis of Fruit JuicesCriteria: Sales £12 and Volume 8 Units


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The Solution...


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Proposed Chilled Fruit Juice Planogram


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Block Segment Analysis For the Proposed Planogram

Colour Key:

Red = From Concentrate

Blue = Not From Concentrate

Aqua = Freshly Squeezed

Purple = Juice Drinks


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Flavour Segment Analysis For the Proposed Planogram

Colour Key:

Yellow = Orange

Green = Apple Blends

Red = Grapefruit

Purple = Other


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24.0 27.1 26.1 31.3 21.8

4.8 5.2 6.1 7.16.5

49.1 46.837.3 39.0

41.1

22.1 20.930.5 31.3 30.6

0%10%20%30%40%50%60%70%80%90%

100%A

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Bas

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ult

Gro

cers

%

Pro

po

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Cu

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Sp

ace

%

Not FromConcentrate

Juice Drinks

FreshlySqueezed

FromConcentrate

Space analysis by segmentBased on Base Units and Base

Value

Current Planogram Space

Allocation

Proposed Planogram Space Allocation

What The Data Recommends


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43.3 44.1 43.2 44.3

2.7 1.3 1.8 2.4 2.7

39.6 38.129.7 30.2 31.5

11.7 13.421.8 19.0 18.8

2.7 3.1 3.5 5.5 2.7

42.9

0%10%20%30%40%50%60%70%80%90%

100%A

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%

Bas

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Va

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Gro

cers

%

Pro

po

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Cu

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Sp

ace

%

ALL OTHERS

TROPICANA

P&G

COPELLA

OWN LABEL

Space analysis by brandBased on Base Units and Base

Value


Allocation




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33.6 39.748.3 45.3 41.7

9.05.8

6.3 7.3 9.23.4 2.83.6 4.1 3.6

54 51.741.82 43.32 45.5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%A

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%

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%

Pro

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%

OTHER

GRAPEFRUIT

APPLEBLENDS

ORANGE

Space analysis by flavourBased on Base Units and Base

Value


Allocation




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The proposed plan has been constructed so that the space allocated to the sectors is more in line with the performance of the retailer and reflects the general market performance

The flavour and manufacturer split was also taken into account

Space analysis


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Summary of service Extremely client focused - Client specific

Effective use of available data

Using ACNielsen expertise to provide a business solution to specific business issues


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ACNielsen Merchandising Services Consultants

Samir Bhaloo (Consultancy Manager) +44 (0) 1865 732750 (Direct Phone) +44 (0) 1865 732904 (Fax)

[email protected]

Hamish McKay (Senior Consultant) +44 (0) 1865 732755 (Direct Phone) +44 (0) 1865 732904 (Fax)

[email protected]


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copyright 2000 acnielsen 1 wines of south africa tuesday 2 nd july 2002

Documents