emrooz marketing research co. (emrc) - retail audit - soup sample report
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RETAIL AUDIT SAMPLE REPORTRETAIL AUDIT SAMPLE REPORTSOUPSOUP
February ‐March 2013
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SOUP
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Channel Split‐ Volume Share
15%6%(Average Apr/May 12:Feb/Mar 13)
34%45%
Trend 6% 7% 7% 6% 6% 6%
80%
100%Channel 4
33% 31% 35% 34% 34% 35%
45% 46% 44% 44% 45% 43%
40%
60%
80%
Channel 3
Channel 2
15% 16% 14% 15% 16% 16%
33% 31% 35%
0%
20%
M 12
/J 12
/S 12
N 12
/J 13
M 13
Channel 1
A/M J/ A/
O/N D/
F/M
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Region 1R i 2
Regional Split‐Volume Share (Average Apr/May 12:Feb/Mar 13)
Region 34%
g4% Region 2
7%
Region 49%
20%22%
Region 848%
20%22%Region 8 North
Region 8 Central
Region 8 SouthRegion 514%
58%Region 8 South
Region 68%R i 7 8%Region 7
6%
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Regional Split‐Volume Share
5% 5% 6%100%
15% 15% 15% 12% 11% 15%
7% 7% 8% 10% 8% 9%
5% 5% 6% 7% 8% 8%
80%
Region 7
Region 6
3% 3%4%
4% 5% 8% 8% 7%7%
4% 3% 3% 4% 4%4%
10% 9% 8% 9% 9%9%
15%
60%
Region 5
Region 4
51% 52%49% 47% 47% 43%
3% 4% 4% 6%6%7%
40%
Region 3
Region 2
20% 19% 18% 19% 20% 21%
20%Region 1
Region 8
27% 27% 25% 24% 24% 24%
54% 54% 57% 57% 56% 56%Region 8 North
Region 8 Central
Region 8 South
0%
A/M 12 J/J 12 A/S 12 O/N 12 D/J 13 F/M 13
24% 24% 24%
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Top Manufacturers – (Average Apr/May 12:Feb/Mar 13)
Volume Share Value Share
61%Company 1 63%Company 1
Volume Share Value Share
26%Company 2
63%
25%
p y
Company 2
7%Company 3 6%Company 3
2%Company 4 2%Company 4
1%Company 5 1%Company 5
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Top Manufacturers
Volume Share Value Share
1% 1%
120%120%
Volume Share Value Share
33% 32% 29% 25% 20% 17%
5% 6% 6% 8% 9% 10%3% 3% 2% 1% 1%
1% 1% 2% 1% 1% 1%
80%
100%Company 5
Company 4 26% 24% 21% 17%
5% 5% 5% 7% 8% 8%3% 4% 3% 1% 1% 1%1% 1% 1% 1% 1% 1%
80%
100%
33% 32% 29% 25% 20%
60%
Company 4
Company 3
32% 30% 26% 24% 21% 17%
60%
56% 56% 59% 62% 66% 68%
20%
40%Company 2
57% 59% 63% 65% 67% 70%
20%
40%
0%
/M 12
J/J 1
2
A/S 12
/N 12
D/J 13
/M 13
Company 1
0%
/M 12
J/J 1
2
A/S 12
/N 12
D/J 13
/M 13
A/ A O D F/ A/ J A O/ D F/
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Top Players – Channel Importance
6% 6% 6% 6% 4% 6% 9% 5%
21%29% 25%
12%100%
Channel 4
Soup Company 1 Company 2 Company 3 Company 4 Company 5
19%
45% 43% 47% 46% 46% 38%38% 45% 7%
20%
19%
29% 25%80%
Channel 3
37%
35%
19%
22%33%
40%
60%
Channel 2
37%
53%
34% 35%
33% 35% 33% 34% 34%37%
39% 38%
20%Channel 1
15% 16% 14% 14% 16% 20% 14% 13%0%
F/M
12 F/M
13 F/M
12 F/M
13 F/M
12 F/M
13 F/M
12 F/M
13 F/M
12 F/M
13 F/M
12 F/M
13
Channel 1
F F F F F F F F F F F F
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Top Players – Region Importance
Feb_Mar 2012 Feb_Mar 2013
1%
2%12%1% 48%
2%
2%
1%
8% 26%Company 511%4% 13% 27% 3%8%5% 29%Company 5
2%
1%
6%
2%
13%
17%
11%
15% 21%
7%
7% 36%
58%
Company 3
Company 4
0.3%
0.2%
7%
1%6%
68%
18% 36%
1%
5% 34%
25%
Company 3
Company 4
4%
3%
4%
4%
4%
2%
8%
14%
12%
12%
6%
3%
8%
2%
53%
60%
Company 1
Company 2
7%
4%
8%
7%
5%
2%
8%
7%
19%
3%
6%
4%
10%
1%
37%
73%
Company 1
Company 2
4%
4%
4%3%
4%
11%
8%
12%
12%
6%
6%
5%
8%
54%
53%
Soup
Company 1
6%7%4%9% 15% 9% 8% 43%Soup
p y
0% 50% 100%
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8
0% 50% 100%
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Top Players –Region 8
Feb Mar 2012 Feb Mar 2013
41%
23%
59%
77%
C 4
Company 5 22% 59% 19%Company 5
_ _
43%
41%
45%
59%
12%Company 3
Company 4
23%
37%
54%
42%
23%
21%
Company 3
Company 4
15%
23%
52%
59%
33%
17%
Company 1
Company 2
15%
85%
61%
15%
24%C 1
Company 2
20%
15%
55%
52%
25%
33%
Soup
Company 1
19%
15%
58%
61%
23%
24%
Soup
Company 1
0% 50% 100%
Region 8 North Region 8 Centeral Region 8 South
0% 50% 100%
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Top Brands – (Average Apr/May 12: Feb/Mar 13)
Volume Share Value Share
56%Brand A 58%Brand A
Volume Share Value Share
26%Brand B 25%Brand B
7%Brand C 6%Brand C
5%
2%
Brand D
Brand E
5%
2%
Brand D
Brand E2%
1%
Brand E
Brand F
2%
1%
Brand E
Brand F
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100%
Brand Performance – Brand A
4% 7% 5% 7% 4% 3%
65% 65% 64%
80%
52% 52% 55% 57% 59% 61%
62% 60% 60%65% 65% 64%
60%
52% 52%
20%
40%
80% 78% 78% 76% 78% 78%0%
A/M 12 J/J 12 A/S 12 O/N 12 D/J 13 F/M 13A/M 12 J/J 12 A/S 12 O/N 12 D/J 13 F/M 13
Weighted Out Of Stock Weighted Stocking
Volume Share Numeric Handling Distributiong
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Turnover Distribution Company 1‐ Region Importance (Feb/Mar 13)
Region
Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Total Country
Total Manufacture 7% 8% 5% 8% 19% 6% 10% 37% 100%
Brand ١ 3% 8% 12% 5% 0% 27% 14% 30% 100%
Brand ٢ 7% 8% 4.50% 9% 21% 3% 9% 38% 100%
37%Region 1
Region 2
7%
8%
5%10%
Region 3
Region 4
Region 55%
8%19%
6%
g
Region 6
Region 7
Region 8Region 8
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Turnover Distribution Company 1–Region 8 Importance (Feb/Mar 13)
Region
Region 8 North Region 8 Central Region 8 South Total Region 8
Total Manufacture 15% 61% 24% 100%
Brand ١ 19% 61% 20% 100%
Brand ٢ 14% 61% 24% 100%
15%24%
Region 8 North24%
Region 8 Central
61% Region 8 South
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Distribution Efficiency (Feb/Mar 13)
1.37 1.40 1.471 321 40
1.501.37
1.20
1.32
1.17
1.001.101.201.301.40
0.880.98 0.96
0.740.700.800.90
All Channel 1 Channel 2 Channel 3 Channel 4
Company 1 Company 2
Calculation:VW H dliVW Handling
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐Numeric Handling
Numeric handling distribution: The percentage of shops within an area or outlet which have had stock of the product at either the opening or closing stock visit or which have made any purchases of the product during the period. pWeighted handling distribution: Sales of the outlets in which a specific Brand/SKU is available from the total sale of all the outlets which sell that product.
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