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The Nielsen Company is worlds leading market research company and it provides clients with the understanding of what consumers watch and buy. The company was established in 1923, while its business in Slovenia was started in 1995. Today, the company is present in over 100 countries all over the world.
For more info you may visit www.nielsen.com
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Integrating data and capabilities to bring new insights and intelligence to help our clients grow their businesses.
Produc ts
Suppliers
Shelf
Brands
Consumer
Pric e
Retailer
ot Prom ion
Izdele k
Dobavitelj
ACC analytical consulting Other (Discounters, Customized ije Research, Merchandising services)
oc Prom
Retail panel is a permanent sample of retail outlets chosen to represent the pre-defined total retail trade Data collected from this panel on a regular basis gives us various information about products (brands/manufacturers/segments), such as sales volumes and values, shares, distributions, prices, etc.
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Manufacturer X records 10% yearly growth of their sales But is really everything OK?
10 %
yearly growth
110
121
133
146
161
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300
233
Competition Manfacturer X
200 100
100
110
2005
50% Market share
2006
2007
2008
2009
2010
32% Market share
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SEMI-WHOLESALERS
WHOLESALERS
OTHER CHANNELS
CONSUMERS
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Confidential & Proprietary Copyright 2011 The Nielsen Company
Slovenia
HoReCa Hypermarkets Supermarkets Petrol stations Large groceries Medium groceries Small groceries Kiosks Drug stores Discount Stores* Open markets
Universe
Nielsen
*Nielsen started auditing discount stores in April 2010 (but are not part of Nielsen regular panel)
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Confidential & Proprietary Copyright 2011 The Nielsen Company
Analysis & interpretation Statistical expansion of sample to universe Data collection Establish best system of data capture Design a representative sample How many of each store type do we need to represent the universe with a given margin of standard error? Establish the Universe Define store types and gain information on shop numbers & turnover
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Accordingly, while analysing we have to take into consideration relationship between all 4 dimensions vs. analytical objective
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Analysis helps us answer numerous questions connected with (1): ...spotting the trends and market opportunities
Growth/decline of category is it alligned with market? Why is brand X gaining/losing market share? In which categories do we need to improve our market share? Does a category has a fair share of space in the shop? What are the seasonality effects? Which segments are rising and which are losing its share? Which segments have the potential? Does the newly launched competitors item perform well?
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Assortment
Which is the top item on the market? Do we have it in assortment? Which are newly launched items? Are they successful?
Prices
Comparison with the rest of the market? What is the trend in prices? How should I price my rebranded items?
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Manufacturer 1
Manufacturer 2
Manufacturer 3
Manufacturer 4
Manufacturer 5
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Analytical Consulting Shopper Trends Special Panels: HORECA, Petrol Consumer Research
Store Observation
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