retail measurement mirza shakeel
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Retail Measurement
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Agenda
What is Retail Measurement ?
Major Retail Measurement Reports
Methodology ?
1
3
2
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Agenda
2 31
What Is Retail Measurement1
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S
I am
in
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Sales is like a puzzle…
and Important Part of This Puzzle is…
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Understanding Sales Trends
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Otherwise
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For….
Understanding Retail Measurement
is Very Important
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Three Ways to Look at Market
Share Of Voice
Share Of Mind
AD RESEARCH
CONSUMER RESEARCHShare Of Market
RETAIL MEASUREMENT
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Definition – Retail Measurement
Retail Measurement is a measurement of consumer product MARKETS and MARKET TRENDS
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Company Shipments (Primary Sales)
Basic measure of company performance
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THENWHY
RETAIL AUDIT???
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Market Evolution – Growth or Decline
Competitor Activity - Distribution, Pricing , Promotions
Because it tells us about ………
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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
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Major Retail Measurement also called Retail Audit Service Provider
Formerly
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2 31
Major Retail Measurement
Reports2
Agenda
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Standard Reporting Facts
Volumetric
Facts
Distribution Facts
PriceFacts
CalculatedFacts
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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
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Handling
• Numeric - Spread
• Weighted - Efficiency
Out Of Stock
• Numeric
• Weighted
Purchase Distribution
• Numeric
• Weighted
Distribution Facts
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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
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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
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Price Facts
Per item Per Unit
Pricing Questions• Is my price in line with
competition• Is pricing impacting sales• Price effect on share
PriceFacts
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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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2 31
Methodology3
Agenda
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Census
Universe
Sample
Audit
Report
Retail Audit Steps
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Census
Universe
Sample
Audit
Report
Retail Audit Steps
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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)
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Census
Universe
Sample
Audit
Report
Retail Audit Steps
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OVERALL INFORMATION!
• OVERALL NUMBER OF OUTLETS
• SIZE OF CITIES• OUTLETTYPE
Universe
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Census
Universe
Sample
Audit
Report
Retail Audit Steps
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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
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Census
Universe
Sample
Audit
Report
Retail Audit Steps
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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
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Retail Measurement Reports Shared mainly in
PowerPoint/Excel Formats
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THANK YOU