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Nielsen/IRI Intro Session
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What are Nielsen & IRI?
• Supplier of information to consumer packaged goods industry
• Information supplied: – Scanner data
– anufacturer coupons & features
– anufacturer displays• Information helps companies to make more
informed decisions
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!o" is #ata $ollected?
• Sample of stores %rocery' #rug' $on(enience'
ass erch)' Warehouse stores*
• Scanner data – +,$ info' ,rice' -uantity all recorded
• .eatures
– $entrally collected and coded %daily*
• #isplays
– $ollected y store auditors %01/"eek*
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2 #ata #imensions
• arket
• ,roduct
• 3ime
• easure
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#imensions:arkets
• arkets can e organi4ed y class of trade' region' or oth %alsocustom markets created y firms*
– $53
• .ood
• #rug
• ass• $omined
– Region %usually dependent on company6s sales force organi4ation'I)e) $olgate7 North' South' ,acific*
• North• South
• 8ast
• West
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+9, $9385R; Si4e 3rend ; y $53
YTD 00 YAG % Chg
3-O
Small 2<= ;>=
arge >2= @0A=
Food Small 54% -9%
arge 2<= @0A=
Mass
Small BC= ;B= arge 63% +12%
Drug
Small >B= ;0=
arge 2C= @C=
• Large sizes are increasing, small decreasing
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#imension: ,roduct
• 3he Drand?
• ,articular .la(or?
• ,articular Si4e?
ou can select more than one SE+ %including competitors*)
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,roduct
Categor! Car"o#ated $ot Dr&#'s
Ma#ua(turer! )e*s&-Coa Co,*a#
T*e! )e*s& CoasTrade,ar'! )e*s& Coas
Faor! )e*s& Coas-.&d Cherr
D&et /eguar! )e*s& Coas-.&d Cherr /
Ca Free! )e*s& Coas-.&d Cherr /eguar C
$&e! )e*s& Coas-.&d Cherr /eguar
Ca12o 6 (t (a#
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3ime
• enerally F years a(ailale in dataase
• Droken into periods y Weeks
– >F Weeks – F< Weeks
– 0B Weeks
– onths – 2 or > Weeks
– Indi(idual Weeks• $ustomi4ale periods
• Dack data a(ailale
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easures
• Golume
• #istriution
• Sales
• ,rice
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easure:Golume
• Daseline
– Normal eHpected (olume for the product in asence of
any store le(el promotional acti(ity – 8stimated through modeling
• Incremental
– 3he proportion of total (olume eHceeding eHpected
%aseline* (olume)
• Incremental Golume 7 9ctual ; Daseline
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$hanges in Golume %Daseline*
• #istriution Related
• Gelocity Related
– ,rice
– Support %coupon' 3G*
– 9"areness/Image
– $ompetition
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Golume
• ,romoted
– Sold on either
• #isplay
• .eature
• ,rice #ecrease %3,R*
• Non;,romoted – 9ctual sales recorded for the "eeks "ith no
promotional acti(ity)
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Co,*ar&so# o )ro,oted a#d #(re,e#ta
ou,e
60
40
50
50
0
20
40
60
0
100
120
ase #(re,e#ta )ro,oted 7o#-)ro,oted
ase #(re,e#ta )ro,oted 7o#-)ro,oted
10 (ases o su"s&d&ed ou,e 8ou,e that oud hae "ee# e:*e(ted &thout a
*ro,ot&o#;
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easure: #istriution
• 9ll $ommodity Golume %9$G*
• 9$G Weighted #istriution
• = Stores Selling
• 9(erage Weekly 9$G Wtd
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easure: #istriution
easure: 9ll $ommodity Golume %9$G*
#efinition:The tota a##ua doar saes o a &te,s sod AC
(a# "e e:*ressed or a *art&(uar geogra*h&( area<reta& outet t*e 8Food< Drug< Mass;< 'e a((ou#t or
/MA
7e Yor' Tota Mar'et
=100MM AC 7e Yor'
)ath,ar's
=30 MM 830%;
7e Yor'
A)
=15MM 815%;
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easure: #istriution
>o Mu(h D&str&"ut&o# Does M ra#d >ae?
easure: 9$G Weighted #istriution
#efinition:The % o tota AC re*rese#ted " stores here at
east o#e o a *rodu(t as s(a##ed
9$G Drand 1 Drand
Store 9 BA 1
Store D 2A 1
Store $ 0> 1
Store # 0> 1
3otal kt 0AA CA= BA=
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easure: #istriution
>o Mu(h D&str&"ut&o# Does M ra#d >ae
Oer a 4 .ee' T&,e )er&od?
$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota
Store 9 BA= 1 1 1 1 BA=
Store D 2A= A=
Store $ 0>= A=
Store # 0>= A=3otal kt 0AA= BA= BA= BA= BA= BA=
9ns"er: BA=
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easure: #istriution
>o Mu(h D&str&"ut&o# Does M ra#d >ae
Oer a 4 .ee' T&,e )er&od?
$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota
Store 9 BA= A=
Store D 2A= 1 1 2A=
Store $ 0>= A=
Store # 0>= 1 1 0>=3otal kt 0AA= 2A= >>= 0>= A= >>=
9ns"er: >>=
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easure: #istriution
AC .e&ghted D&str&"ut&o# s $tores $e&#g
Oer a 4 .ee' T&,e )er&od?
$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota
Store 9 BA= A=
Store D 2A= 1 1 2A=
Store $ 0>= A=
Store # 0>= 1 1 0>=3otal kt 0AA= 2A= >>= 0>= A= >>=
9$G Wtd #istriution72A= @ 0>=7 >>=
= Stores Selling7F/27>A=
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easure: #istriution
AC .e&ghted D&str&"ut&o# s Ag .ee' AC
.e&ghted D&str&"ut&o# Oer a 4 .ee' T&,e )er&od?
$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota
Store 9 BA= A=
Store D 2A= 1 1 2A=
Store $ 0>= A=
Store # 0>= 1 1 0>=3otal kt 0AA= 2A= >>= 0>= A= >>=
9$G Wtd #istriution72A= @ 0>=7 >>=
9(g Weekly 9$G Wtd #istriution7%2A@>>@0>@A*/27FC)>=
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easure: Sales
• Deeo*,e#t #de:! ,er capita sales of a
product/category/rand in a particular geography
indeHed to per capita sales of the same product/category/rand at 3otal +)S)
8)rodu(t@s ou,e &#
Mar'et)o*uat&o# &#
Mar'et;
8)rodu(t@s ou,e &#
Tota B$)o*uat&o#
&# Tota B$;
100
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Sales
• CD Categor Deeo*,e#t #de:
– easures the $ategory6s (olume de(elopment in a market
compared to the category6s de(elopment in the 3otal +)S)
• D ra#d Deeo*,e#t #de:
– easures the Drand6s (olume de(elopment in a market
compared to the rand6s de(elopment in the 3otal +)S)
• )D )rodu(t Deeo*,e#t #de: – easures the ,roduct6s (olume de(elopment in a market
compared to the product6s de(elopment in the 3otal +)S)
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Sales
E:a,*e! )rodu(t Deeo*,e#t #de:
$aes )o*uat&o# $aes)o*7Y M't 0>A'AAA J'2J2'AAA )A0C<J
Tota B$ 2'>>A'AAA FA<'AAA'AAA )AFF0
)D 80160221; : 100 0
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Sales
.h use Deeo*,e#t #d&(es?
– !elp you to understand de(elopment y market
– Identify needs and opportunities
Gu&de&#es or /ead&#g Deeo*,e#t #d&(es!
JK or elo": +nderde(elopedKA;00A: 9(erage #e(elopment
000 or ao(e: !ighly #e(eloped
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Sales
as&( Mer(ha#d&s&#g Co#d&t&o#s!
• 9ny erchandising
– Includes all types of trade merchandising• .eature
• #isplay
• .eature and #isplay
• Special ,ack • ,rice Reduction %>= or greater*
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SalesFeature O# s A# Feature
D&s*a
O#
Feature
O#
A# D&s*a A# Feature
Feature D&s*a
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Sales
Mer(ha#d&s&#g Measures!
• = of Golume
– ,ercent of retail (olume sold in conLunction"ith trade merchandising acti(ity
• = of 9$G
– easures Msupport – ,ercent of geography 9$G that participated in
the trade merchandising acti(ity
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easure: Share
• Share is a calculation ased on unit' eOui(ali4edunit' or dollar (olume)
• Share measures
– Share 7 %product (ol/ category (ol* P 0AA
– 8- share %8- units 7 Q of eOui(alent "eighted units
scanned for a product class or item*
– Share change (s) year ago %point change*
• 3his year6s share – last year6s share – ook at relationship et"een share changes and category
(olume changes
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$53 Segmentation ; 8- Share
♦ Mass &s the argest a#d astest gro&#g COT
1999 Categor EH ou,e " Cass o Trade
8% Cha#ge s YAG;
Food
34.4%(-1.3%)
Mass
46.3%
(+2.0%)
Drug
19.3%(-0.7%)
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Categor D#a,&(s -Co#su,er >&erar(h o 7eeds
LowTransferableDemand
HighTransferableDemand
1. Form 2. Gender 3. Brand 4. Type 5. !en" #. i$e
•Sticks•Gels•Aerosols•Roll-On•Soft Solids
•Male•Female•Unisex
•Speed Stick•Right Guard•Lad SpeedStick•Secret
•A!•"eo
•Scented•Unscented
•Large•Small
• $onsumers choose an 9,/#eo product ased on a hierarchy of needs "hich
egins "ith form' first and foremost
Source: Nielsen !ousehold ,anel
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easure: ,rice
• Retail price facts are gathered from: – Retailer6s tapes
– Retail displays %marketing reps*
– .eature ads %feature coders*
• ,rice data is gathered separately from store mo(ement data
%if feature prices found are lo"er than tape prices' tape
price is o(er;ridden*
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,rice• ,rice etrics
– ,rice per unit
• ,ackage price for all scanned sales of a particular product
– ,rice per 8Oui(alent +nit• 3he package price for all sales of a particular product di(ided y the custom;
defined unit eOui(alency %i)e)' price per pound*
– 9(erage price• Weighted a(erage price for all scanned sales of a product %"eighted a(erage
price for a period is computed y di(iding total dollars during the period y totalunits sold instead of di(iding total price each "eek y the numer of "eeks*
– Non – promoted price
• 9ctual product price in asence of a trade promotion %feature' display'tpr*
– ,romoted price
• ,rice in stores "ith a feature' display' or tpr
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5kay' so ho" does this relate to
Drand anagement and my Lo
this summer?
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3.1%
7.9%
1.2%
13.1%
5.5%
3.8%
5.8%
6.9%
5.3%
2.6%
13.0%
13.7%
0%
5%
10%
15%
1998 1999 YTD
Hey Fu!ua "#$er# Ho& 'a# &e se $e saes *or'e o# su++or$,#g D,e$ M$# De&-
Source: IRI G/D/M 7/00
ou/e % 0g s. Y23 (34D4M)
D,e$ De&
D,e$ 0oas
D,e$ Faors
D,e$ 0Ds
So' !o" #oes 3his 9pply to D?
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3ro'ery 063
Diet Dew Diet Pepsi Diet Dew Diet Pepsi
6 Pack 45% 76% 9% 43%
12 Pack 88% 99% 22% 79%
24 Pack 28% 67% NA 12%
2 Liter 92% 98% 25% 85%
20 oz 48% 87% 91% 98%TM 99% 100% 92% 100%
Hey Fu!ua "#$er# &,' 78s do &e reay #eed $o ge$ ou$ o# se*-
0a##e 20 9e,g$ed D,s$r,:u$,o#
Source: IRI ‘99
So' !o" #oes 3his 9pply to D?
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Hey Fu!ua "#$er# 9,' 15 /ar;e$s soud &e sa/+e D,e$ M$# De& ,#-
Source: IRI G/D/M 7/00
So' !o" #oes 3his 9pply to D?
Mar;e$ <o$$(er
F=99 D,e$
0D"
F=99 >eg
De& ?D"
F=99 D,e$
De& ?D"
F=99 D,e$
05D
.o(u/e
5a(es
F=99 D,e$
0o;e
5)are
F=99 D,e$
05D ?er
0a+
1 168 360 581 3466558 9 5!7
2 162 378 563 4108059 9 5!5
3 158 234 336 13342060 11 5!3
4 P"# 153 401 427 4598626 11 5!2
5 140 202 165 7845883 10 4!8
6 P"# 140 257 308 10477238 8 4!7
7 138 150 199 5102365 11 4!7
8 134 207 250 8362537 11 4!5
9 P"# 130 177 236 4135501 11 4!4
10 P"# 127 154 160 6602234 13 4!3
11 P"# 127 215 217 11582494 13 4!3
12 126 90 38 11927926 12 4!2
13 124 251 193 8379668 8 4!2
14 P"# 123 110 97 11628930 11 4!2
15 120 232 394 10056763 9 4!1
16 119 166 136 2568449 12 4!0
17 118 99 79 9828287 12 4!0
18 P"# 116 106 90 2829239 6 3!9
19 P"# 115 107 99 9109999 11 3!920 P"# 115 163 200 16170348 10 3!9
21 114 160 163 10812777 10 3!9
22 111 202 366 7157525 8 3!7
23 Detroit M$ P"# 108 134 104 17392666 10 3!7
24 T%&sa '( P"# 105 144 129 3089248 8 3!6
25 Peoria)*pri+,-ie&. 102 155 116 6674394 10 3!5
26 "a&ti/ore)asi+,to+ P"# 101 54 47 23253498 12 3!4
27 Nasi&&e TN P"# 100 125 130 4455948 9 3!4
28 ic/o+.)Nor-o&k P"# 100 105 113 8475255 10 3!4
29 Mississippi 99 106 125 7650893 12 3!3
30 "ir/i+,a/)Mo+t,o/ 99 160 262 11909382 9 3!3
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-uestions?