Retail Measurement<br />
Agenda<br />What is Retail Measurement ?<br />1<br />Major Retail Measurement Reports<br />2<br />Methodology ?<br />3<br />
Agenda<br />1<br />What Is Retail Measurement<br />3<br />2<br />1<br />
I am<br />in<br />S<br />
Sales is like a puzzle…<br />and Important Part of This Puzzle is…<br />
Understanding Sales Trends<br />
Otherwise<br />
For….<br />Understanding <br />Retail Measurement <br />is Very Important<br />
Three Ways to Look at Market<br />Share Of Voice<br />Ad Research<br />Share Of Mind<br />Consumer Research<br />Share Of ...
Retail Measurement  is a measurement of consumer product MARKETS and MARKET TRENDS<br />Definition – Retail Measurement<br />
Basic measure of company performance <br />Company Shipments (Primary Sales)<br />
Then<br />Why <br />Retail Audit<br />???<br />
Because it tells us about ………<br />Market Evolution – Growth or Decline<br />Competitor Activity-Distribution, Pricing , P...
Users of Retail Measurement ....<br />Improved <br />Decision<br />Making<br />Sales Analysis<br />Strengts & Weakness<br ...
Major Retail Measurement also called Retail Audit Service Provider<br />Formerly<br />
Agenda<br />2<br />Major Retail Measurement Reports<br />3<br />2<br />1<br />
Standard Reporting Facts<br />
<ul><li>Inventory at retail level</li></ul>Volumetric <br />Facts<br />Consumer<br />Retailer<br />
Distribution Facts<br />
Distribution Facts Definitions<br />Numeric<br />OOS<br />Numeric<br />Distribution<br />Weighted<br />Distribution<br />W...
Distribution Facts<br />Weighted & Numeric Distribution<br />Twoproducts P1 and P2.There are four shops A, B, C, and D. Ca...
Shop B Controls 20 % of category sales.
Shop C Controls 10 % of category sales.
Shop D Controls 0 % of category sales.	(Non Handler)</li></ul>ProductP1is sold in A and B<br />ProductP2is sold in B and C...
Price<br />Facts<br />
Calculated Reporting<br />Facts<br />
Agenda<br />3<br />Methodology<br />3<br />2<br />1<br />
Retail Audit Steps<br />
Retail Audit Steps<br />
Census<br />Census<br />Complete Enumeration<br />CENSUS INFORMATION FORMS BASIS FOR FURTHER STEPS:<br /><ul><li>Identific...
Universe definition
Panel design and fine-tuning to reflect universe
Panel recruitment (list of outlets)</li></li></ul><li>Retail Audit Steps<br />
Universe<br />OVERALL INFORMATION!<br /><ul><li>OVERALL NUMBER OF OUTLETS
SIZE OF CITIES
OUTLETTYPE</li></li></ul><li>Retail Audit Steps<br />
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Retail measurement mirza shakeel

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  • In economy like Pakistan basic measure is company shipment – Competitive Scenario
  • Shops are visited monthly at same day
  • Retail measurement mirza shakeel

    1. 1. Retail Measurement<br />
    2. 2. Agenda<br />What is Retail Measurement ?<br />1<br />Major Retail Measurement Reports<br />2<br />Methodology ?<br />3<br />
    3. 3. Agenda<br />1<br />What Is Retail Measurement<br />3<br />2<br />1<br />
    4. 4.
    5. 5. I am<br />in<br />S<br />
    6. 6. Sales is like a puzzle…<br />and Important Part of This Puzzle is…<br />
    7. 7. Understanding Sales Trends<br />
    8. 8. Otherwise<br />
    9. 9. For….<br />Understanding <br />Retail Measurement <br />is Very Important<br />
    10. 10. Three Ways to Look at Market<br />Share Of Voice<br />Ad Research<br />Share Of Mind<br />Consumer Research<br />Share Of Market<br />Retail Measurement<br />
    11. 11. Retail Measurement is a measurement of consumer product MARKETS and MARKET TRENDS<br />Definition – Retail Measurement<br />
    12. 12. Basic measure of company performance <br />Company Shipments (Primary Sales)<br />
    13. 13. Then<br />Why <br />Retail Audit<br />???<br />
    14. 14. Because it tells us about ………<br />Market Evolution – Growth or Decline<br />Competitor Activity-Distribution, Pricing , Promotions<br />
    15. 15. Users of Retail Measurement ....<br />Improved <br />Decision<br />Making<br />Sales Analysis<br />Strengts & Weakness<br />Regional / Area Information<br />Outlet Type Info<br />Market Size <br />Brand Shares<br />Price Positioning<br />Special Data Analysis<br />Trade Profiling <br />Sku information<br />Sales<br />Marketing<br />
    16. 16. Major Retail Measurement also called Retail Audit Service Provider<br />Formerly<br />
    17. 17. Agenda<br />2<br />Major Retail Measurement Reports<br />3<br />2<br />1<br />
    18. 18. Standard Reporting Facts<br />
    19. 19. <ul><li>Inventory at retail level</li></ul>Volumetric <br />Facts<br />Consumer<br />Retailer<br />
    20. 20. Distribution Facts<br />
    21. 21. Distribution Facts Definitions<br />Numeric<br />OOS<br />Numeric<br />Distribution<br />Weighted<br />Distribution<br />Weighted<br />OOS<br />%age of stores where a product is sold in.<br />%age of stores where a product is sold how much those stores contribute in a category sales<br />%age of stores where a product is not out of stock<br />%age of stores where a product is out of stock how much those stores contribute in a category sales<br />
    22. 22. Distribution Facts<br />Weighted & Numeric Distribution<br />Twoproducts P1 and P2.There are four shops A, B, C, and D. Category UHT Milk<br /><ul><li>Shop A Controls 70 % of category sales.
    23. 23. Shop B Controls 20 % of category sales.
    24. 24. Shop C Controls 10 % of category sales.
    25. 25. Shop D Controls 0 % of category sales. (Non Handler)</li></ul>ProductP1is sold in A and B<br />ProductP2is sold in B and C.<br />Numeric Distribution for<br />Total category = 75%<br />Product P1 = 50%<br />Product P2= 50%<br />Weighted Distribution for<br />Product P1 = 90% (Shop A& B)<br />Product P2 = 30% (Shop B& C)<br />
    26. 26. Price<br />Facts<br />
    27. 27. Calculated Reporting<br />Facts<br />
    28. 28. Agenda<br />3<br />Methodology<br />3<br />2<br />1<br />
    29. 29. Retail Audit Steps<br />
    30. 30. Retail Audit Steps<br />
    31. 31. Census<br />Census<br />Complete Enumeration<br />CENSUS INFORMATION FORMS BASIS FOR FURTHER STEPS:<br /><ul><li>Identification of outlets profiles
    32. 32. Universe definition
    33. 33. Panel design and fine-tuning to reflect universe
    34. 34. Panel recruitment (list of outlets)</li></li></ul><li>Retail Audit Steps<br />
    35. 35. Universe<br />OVERALL INFORMATION!<br /><ul><li>OVERALL NUMBER OF OUTLETS
    36. 36. SIZE OF CITIES
    37. 37. OUTLETTYPE</li></li></ul><li>Retail Audit Steps<br />
    38. 38. Sample<br />Standard Error<br />Difference b/w actual & estimated values<br /><ul><li>Drawn to represent universe
    39. 39. Fixed samples are called panels
    40. 40. Sample is normally 2-4% of universe
    41. 41. Samples designed at 4% standard error</li></ul>Sample<br />A<br />b<br />
    42. 42. Retail Audit Steps<br />
    43. 43. Steps of <br />Retail Measurement<br />Same Date / Monthly Basis<br />Data Gathered<br />Stocks, Purchases, Retail Sales Prices<br />1)<br />Shop visit<br />2)<br />4)<br />System Entry<br />Audit Form<br />Sales Estimation<br />Data Gethering<br />3)<br />5)<br />Presentation<br />-<br />CLOSING STOCK<br />SALES = OPENING STOCK + PURCHASES <br />400<br />500<br />=<br />+<br />-<br />300<br />600<br />
    44. 44. Retail Measurement Reports Shared mainly in PowerPoint/Excel Formats<br />
    45. 45. +92333 6144658<br />mirzashakeel@ymail.com<br />http://pk.linkedin.com/pub/mirza-shakeel/18/2ba/b10<br />
    46. 46. Thank you<br />
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