retail measurement mirza shakeel
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TRANSCRIPT
Retail Measurement
Agenda
What is Retail Measurement ?
Major Retail Measurement Reports
Methodology ?
1
3
2
Agenda
2 31
What Is Retail Measurement1
S
I am
in
Sales is like a puzzle…
and Important Part of This Puzzle is…
Understanding Sales Trends
Otherwise
For….
Understanding Retail Measurement
is Very Important
Three Ways to Look at Market
Share Of Voice
Share Of Mind
AD RESEARCH
CONSUMER RESEARCHShare Of Market
RETAIL MEASUREMENT
Definition – Retail Measurement
Retail Measurement is a measurement of consumer product MARKETS and MARKET TRENDS
Company Shipments (Primary Sales)
Basic measure of company performance
THENWHY
RETAIL AUDIT???
Market Evolution – Growth or Decline
Competitor Activity - Distribution, Pricing , Promotions
Because it tells us about ………
Sales
Sales AnalysisStrengts & WeaknessRegional / Area InformationOutlet Type Info
Marketing
Users of Retail Measurement ....
Market Size Brand SharesPrice PositioningSpecial Data AnalysisTrade Profiling Sku information
Improved DecisionMaking
Major Retail Measurement also called Retail Audit Service Provider
Formerly
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Major Retail Measurement
Reports2
Agenda
Standard Reporting Facts
Volumetric
Facts
Distribution Facts
PriceFacts
CalculatedFacts
Volume• Consumer
Off-take in units
Value• Consumer
Off-take in Rs
Items• Consumer
Off-take in packs
Purchases• Retailer’s
Purchases
Stock
Forward Stock
• Inventory at selling area
Stock Cover Days
• Stock depth
• Inventory at retail level
Consumer
Retailer
Volumetric Facts
Handling
• Numeric - Spread
• Weighted - Efficiency
Out Of Stock
• Numeric
• Weighted
Purchase Distribution
• Numeric
• Weighted
Distribution Facts
NumericDistributi
on
WeightedDistributi
on
NumericOOS
WeightedOOS
%age of
stores
where a
product is
sold in.
%age of
stores
where a
product is
sold how
much those
stores
contribute
in a
category
sales
%age of
stores where
a product is
not out of
stock
%age of
stores
where a
product is
out of stock
how much
those stores
contribute
in a
category
sales
Distribution Facts Definitions
Two products P1 and P2. There are four shops A, B, C, and D. Category UHT Milk Shop A Controls 70 % of category sales. Shop B Controls 20 % of category sales. Shop C Controls 10 % of category sales. Shop D Controls 0 % of category sales. (Non Handler)
Product P1 is sold in A and BProduct P2 is sold in B and C.
Numeric Distribution forTotal category = 75%Product P1 = 50%Product P2 = 50%
Weighted Distribution forProduct P1 = 90% (Shop A & B)Product P2 = 30% (Shop B & C)
Distribution Facts Weighted & Numeric Distribution
Price Facts
Per item Per Unit
Pricing Questions• Is my price in line with
competition• Is pricing impacting sales• Price effect on share
PriceFacts
Volume & Value Share
• Market standing
Share in Shop
Handling
• %age of stock handled by a retailer of a certain company
Avg. Monthly
Sales/shop• Drop size
Questions Answered• Shares movement vs.
competition• Brand movement vs.
competition• Frequency of supply for
brand
Calculated Reporting
Facts
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Methodology3
Agenda
Census
Universe
Sample
Audit
Report
Retail Audit Steps
Census
Universe
Sample
Audit
Report
Retail Audit Steps
Census
CensusComplete Enumeration
CENSUS INFORMATION FORMS BASIS FOR
FURTHER STEPS:
• Identification of outlets profiles
• Universe definition
• Panel design and fine-tuning to
reflect universe
• Panel recruitment (list of outlets)
Census
Universe
Sample
Audit
Report
Retail Audit Steps
OVERALL INFORMATION!
• OVERALL NUMBER OF OUTLETS
• SIZE OF CITIES• OUTLETTYPE
Universe
Census
Universe
Sample
Audit
Report
Retail Audit Steps
1. A2. b
• Drawn to represent universe• Fixed samples are called
panels• Sample is normally 2-4% of
universe• Samples designed at 4%
standard error
Sample
Standard ErrorDifference b/w actual & estimated values
Sample
Census
Universe
Sample
Audit
Report
Retail Audit Steps
Shop visit
Audit Form Sales EstimationData Gethering
System Entry
Presentation
SALES = OPENING STOCK + PURCHASES - CLOSING STOCK
500 = 300 600 400+ -
Same Date / Monthly Basis
Data GatheredStocks, Purchases, Retail Sales Prices
1)
2) 3) 4)
5)
Steps of Retail Measurement
Retail Measurement Reports Shared mainly in
PowerPoint/Excel Formats
THANK YOU