Professional Documents
Culture Documents
Features
Centrally collected and coded (daily)
Displays
Collected by store auditors (1X/week)
4 Data Dimensions
Market
Product
Time
Measure
Dimensions:Markets
Markets can be organized by class of trade, region, or both (also
custom markets created by firms)
COT
Food
Drug
Mass
Combined
Region (usually dependent on companys sales force organization,
I.e. Colgate= North, South, Pacific)
North
South
East
West
YTD 00
YAG % Chg
3-O
Small
Large
46%
54%
-5%
+10%
Food
Small
Large
54%
46%
-9%
+10%
Mass
Small
Large
37%
63%
-3%
+12%
Drug
Small
Large
53%
47%
-1%
+7%
Dimension: Product
The Brand?
Particular Flavor?
Particular Size?
Product
Category:
Manufacturer:
Type:
Trademark:
Flavor:
Diet Regular:
Caff. Free:
Size:
Time
Generally 2 years available in database
Broken into periods by Weeks
52 Weeks
26 Weeks
13 Weeks
Months 4 or 5 Weeks
Individual Weeks
Customizable periods
Back data available
Measures
Volume
Distribution
Sales
Price
Measure:Volume
Baseline
Normal expected volume for the product in absence of
any store level promotional activity
Estimated through modeling
Incremental
The proportion of total volume exceeding expected
(baseline) volume.
Price
Support (coupon, TV)
Awareness/Image
Competition
Volume
Promoted
Sold on either
Display
Feature
Price Decrease (TPR)
Non-Promoted
Actual sales recorded for the weeks with no
promotional activity.
40
50
60
50
60
40
20
0
Base
Incremental
Promoted
Non-Promoted
10 cases of subsidized volume (volume that would have been expected without a
promotion)
Measure: Distribution
Measure: Distribution
Measure: All Commodity Volume (ACV)
Definition: The total annual dollar sales of all items sold. ACV
can be expressed for a particular geographic area,
retail outlet type (Food, Drug, Mass), key account or
RMA.
New York
Pathmarks
$30 MM (30%)
New York
A&P
$15MM (15%)
Measure: Distribution
How Much Distribution Does My Brand Have?
Brand X
Brand Y
Store A
$30 MM
Store B
$40 MM
Store C
$15 MM
Store D
$15 MM
Total Mkt
$100 MM
70%
30%
Measure: Distribution
How Much Distribution Does My Brand Have
Over a 4 Week Time Period?
Store
%ACV
Wk 1
Store A
30%
Store B
40%
0%
Store C
15%
0%
Store D
15%
0%
Total Mkt
100%
Answer: 30%
30%
Wk 2
X
30%
Wk 3
X
30%
Wk 4
X
30%
4Wk Total
30%
30%
Measure: Distribution
How Much Distribution Does My Brand Have
Over a 4 Week Time Period?
Store
%ACV
Store A
30%
Store B
40%
Store C
15%
Store D
15%
Total Mkt
100%
Wk 1
Answer: 55%
Wk 2
Wk 3
Wk 4
4Wk Total
0%
40%
0%
40%
55%
15%
15%
0%
55%
Measure: Distribution
ACV Weighted Distribution vs. Stores Selling
Over a 4 Week Time Period?
Store
%ACV
Store A
30%
Store B
40%
Store C
15%
Store D
15%
Total Mkt
100%
Wk 1
Wk 2
Wk 3
Wk 4
4Wk Total
0%
40%
0%
40%
55%
15%
15%
0%
55%
Measure: Distribution
ACV Weighted Distribution vs. Avg Weekly ACV
Weighted Distribution Over a 4 Week Time Period?
Store
%ACV
Store A
30%
Store B
40%
Store C
15%
Store D
15%
Total Mkt
100%
Wk 1
Wk 2
Wk 3
Wk 4
4Wk Total
0%
40%
0%
40%
55%
15%
15%
0%
55%
Measure: Sales
Development Index: Per capita sales of a
product/category/brand in a particular geography
indexed to per capita sales of the same
product/category/brand at Total U.S.
(Products Volume in
Market/Population in
Market)
(Products Volume in
Total U.S./Population
in Total U.S.)
X 100
Sales
CDI Category Development Index
Measures the Categorys volume development in a market
compared to the categorys development in the Total U.S.
Sales
Example: Product Development Index
NY Mkt.
Total U.S.
Sales
150,000
4,550,000
Population Sales/Pop.
8,484,000
.01768
206,000,000 .0221
Sales
Why use Development Indices?
Help you to understand development by market
Identify needs and opportunities
Guidelines for Reading Development Indices:
89 or below: Underdeveloped
90-110: Average Development
111 or above: Highly Developed
Sales
Basic Merchandising Conditions:
Any Merchandising
Includes all types of trade merchandising
Feature
Display
Feature and Display
Special Pack
Price Reduction (5% or greater)
Sales
Feature Only vs. Any Feature
Any Display
Any Feature
Display
Only
Feature
Only
Sales
Merchandising Measures:
% of Volume
Percent of retail volume sold in conjunction
with trade merchandising activity
% of ACV
Measures support
Percent of geography ACV that participated in
the trade merchandising activity
Measure: Share
Share is a calculation based on unit, equivalized
unit, or dollar volume.
Share measures
Share = (product vol/ category vol) * 100
EQ share (EQ units = # of equivalent weighted units
scanned for a product class or item)
Share change vs. year ago (point change)
This years share last years share
Look at relationship between share changes and category
volume changes
Mass
46.3%
(+2.0%)
Food
34.4%
(-1.3%)
1. Form
2. Gender
3. Brand
Sticks
Gels
Aerosols
Roll-On
Soft Solids
Male
Female
Unisex
Speed Stick
Right Guard
Lady Speed
Stick
Secret
Low
Transferab
le
Source: Nielsen Household Panel
Demand
4. Type
AP
Deo
5. Scent
Scented
Unscented
6. Size
Large
Small
High
Transferab
le
Demand
Measure: Price
Retail price facts are gathered from:
Retailers tapes
Retail displays (marketing reps)
Feature ads (feature coders)
Price
Price Metrics
Price per unit
Package price for all scanned sales of a particular product
Average price
Weighted average price for all scanned sales of a product (weighted average
price for a period is computed by dividing total dollars during the period by total
units sold [instead of dividing total price each week by the number of weeks])
13.7%
13.0%
Diet Dew
13.1%
10%
Diet Flavors
6.9%
5%
7.9%
5.8%
5.5%
5.3%
3.8%
2.6%
Diet CSDs
Diet Colas
3.1%
1.2%
0%
1998
Source: IRI G/D/M 7/00
1999
YTD
Source: IRI 99
C&G
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%
Marke t
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Bottle r
PBG
PBG
PBG
PBG
PBG
PBG
PBG
PBG
PBG
Detroit, MI
Tulsa, OK
Peoria/Springfield
Baltimore/Washington
Nashville, TN
Richmond/Norfolk
Mississippi
Birmingham/Montgom
PBG
PBG
PBG
PBG
PBG
F'99 Die t
CSD
F'99 Diet F'99 Diet
Volume
Coke
CSD Per
Sales
Share
Cap
3,466,558
9
5.7
4,108,059
9
5.5
13,342,060
11
5.3
4,598,626
11
5.2
7,845,883
10
4.8
10,477,238
8
4.7
5,102,365
11
4.7
8,362,537
11
4.5
4,135,501
11
4.4
6,602,234
13
4.3
11,582,494
13
4.3
11,927,926
12
4.2
8,379,668
8
4.2
11,628,930
11
4.2
10,056,763
9
4.1
2,568,449
12
4.0
9,828,287
12
4.0
2,829,239
6
3.9
9,109,999
11
3.9
16,170,348
10
3.9
10,812,777
10
3.9
7,157,525
8
3.7
17,392,666
10
3.7
3,089,248
8
3.6
6,674,394
10
3.5
23,253,498
12
3.4
4,455,948
9
3.4
8,475,255
10
3.4
7,650,893
12
3.3
11,909,382
9
3.3
Questions?