RP+N Short Intro Russia

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RetailPlus services introduction with Nielsen partnership on the Russian market

RetailPlus services introduction with Nielsen partnership on the Russian market

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  • Revisar con Patrisipodemosagregar Section / Charola

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  • 1. Driving growth in storeHow to win in dynamic FMCG Environment inRussia ?Solutions for in-store execution control andcontinuous improvementSeptember 2011
  • 2. Background: store is a real battle-field around consumer Half of purchasing decisions are made by Russian consumers in- store* *Source: Nielsen OmniShopper 2010, 2244 respondents 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 3. Our Understanding of the client Business Objectives• Improving POS execution is a strategic goal• Business tactical objectives are: • Create an audit system with a clear measurable impact on the quality of execution at POS level • Gain better insight about quality of execution of competition and set benchmarks • Improve visibility and gain better equipment utilization at stores that are not covered by you directly • Improve sales force efficiency 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 4. Differentiating factors of Nielsen Retailplus• We provide a sales/TM tool that actively supports improvement of in-store execution• Flexible, entrepreneurial and responsive consultant• Real time dynamic system – turnaround time data capture to WEB reporting - one day• Real-time alerts methodology to help improve execution• Reports include pictures of specific points of interest at POC• Sophisticated scoring system based on in-store KPI’s• Automated quality control procedures to enhance data quality• Auditors are long term trained employees –no temps 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 5. Vital KPIs to be monitored in store continuously Availability, O Facings, Shelf Price ut-of-stock Share of shelf and TPR ? 1 2 3 4 5 Promotion 2nd placements and Customized QNRexecution, POSM expositions (merchandising standards, etc) 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 6. What promo types can be registered?Gifts and Multibuy Banded Pack Bonus Pack PromoterSamples (2x1, 3x2, etc. ) Price Loyalty Coupon Lottery Shelfdiscount Card Talker/Wobblers 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 7. Retailplus Russia Main office in Moscow –  Staff includes Operations Manager, Client Service, IT people, supervisors  Field auditors in all main cities in Russia Current clients in Russia include  Unilever  Wim-Bill-Dun  Inbev  Nestle  J&J  Mars  Avon 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 8. Nielsen R+ has official access to most of KAs, it’s unique!• Official access in Modern and Traditional trade• Other retailers can be visited via flexible methodology• Store level data from > 3 000 every month• 35 main cities and nearby areas are covered 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 9. Audit process secure data consistency and qualityAuditors get daily plan Auditors move Shop banner picture Fulfill QNR predefined of shops according to a route and GPS coordinates for each shop Automatic QC in parallelAudit available for client Manual QC in office Upload finished QNR to Picture of via WEB if required server via GPRS predefined objects3-24 h Sales reps performance reviewAlerts delivery to problem owner Score carding of shops/ sales reps and improvement 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 10. Data Quality and Integrity Based on our system capabilities, methodology of data capture and operational efficiency We guarantee data accuracy level of over 99.4% from the 4th month of the project. 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 11. Reporting “Real-time” reporting via web-tool to multi users users can design save and PULL reports Daily or weekly actionable reports A set of pre-defined monthly reports with all KPI’s tracked, scores and qualitative issues will be PUSHed by mail Reports can be added and changed within days Pictures of stores can be seen via web-tool according to the specific issue in question 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 12. Why work with Nielsen Retailplus ? we understand your business needs, and help you improve POC execution and achieve your business objectives provide fast and dynamic reactions in a dynamic market give a real-time sales support tool based on automatic generated alerts and delivery on the next day via WEB send you only actionable reports, and not pure research data that you can’t do much about it you can influence retailers combining in-store data with retail audit (esp. KAI) and use results in negotiations – see example store observation data is a great source for ad-hoc analyses and recommendations (promo efficiency, marketing mix, key business drivers) – see example 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 13. Retailplus has 15 years experience providing in-storeinsights, our clients are: 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 14. Thank you 14Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 15. Appendix Alerts system Insights 15 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 16. Alerts System – active tool for improving execution • Situations like missing MHP, no 2nd display, no POSM, no fridge exclusivity are pre defined • When these situations are found in shops, alerts are sent by email to the problem owner on client side • On daily / weekly basis alerts are accumulated to report for sales managers to help them track their people performance • As option - a sales rep gets alert but does not know which shops are in the sample this month, so he takes care of all the shops to improve his scorecard performance • In some projects we make a follow up phone calls in which we collect the reason for the situation we saw in shop 16Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 17. Some of the questions Nielsen Retailplus answers•What promotions are performed by my competitors?How does their promo strategy vary across?•At what price are my products sold in different KeyAccounts?•What other display types aside from shelf areimportant for category / my assortment?•Do I get sufficient space on the shelf? Does itcorrespond to my market share?How is my competition performing?•Is out-of-stock (OOS) an issue for my portfolio? Inwhich Key Accounts do I have this issue?•Do I have the right positions on the shelf in the store?Are my products at the eye level or out of consumers’view? 17 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 18. Inside the exhibition we provide deeper knowledge of products’ visibility for consumers High Eye level Middle Low 18 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 19. What types of promo are most efficient for my / competitor’ssales growth? 19 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 20. Do I get sufficient space on the shelf? Does it correspond tomy market share? Do I have arguments to expand mypresence inGround Coffee (%)chain/ outlet? SHARE PRIMARY DISPLAY (%) Roasted & particular - Retailer "A" SHELF 100 13,2 13,7 15,4 90 OTHERS 2,4 8,4 36,7 7,3 7,5 80 3,5 3,1 70 9,7 9,8 Private Labels PRIVATE LABELS 11,0 25,0 13,3 60 Manufacture X NESTLE 25,3 50 40 Manufacture Y SARA LEE 30 54,1 My main competitor KRAFT FOODS 20 40,6 10 My products TCHIBO 0 VALUE SHARE SHELF SHARE Shelf Share = Share of Shelf Facings (AS09) in hypermarkets in chain A 20 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 21. At what price my products are sold in different Key Accounts?Is our price dispersion in planned interval? Pricing per Item, RUR Price of TOP R&G Coffee SKUs80 Retailers TCH Exclusive 250g 72,9 Billa 72,9070 66,9 Makro 65,29 Lidl 64,90 63,8 Albert SM 64,90 Min Price60 23% Kaufland 64,90 46% 60,8 Penny Market 64,90 Albert HM 59,9050 54,4 45,5 Tesco 55,90 Interspar 49,90 49,9 15% 43,2 Globus 49,90 Average40 Price 39,5 29,630 29% 26,0 Max price20 22,9 Price10 dispersion 0 DE Grand Aroma 250g JAC Standard Aroma JIHL. Standard 150g TCH Exclusive 250g SKU 1 250g SKU 2 SKU 3 MY SKU 21 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 22. Reality in Stores: Agreed Assortment is hardly ever met • Less than 5% of shops comply with agreements (must sku list) Business • 2/3 of shops fulfill less than 70 % 25,8 Case 19,1 14,1 11,2 9,7 5,3 4,2 4,6 2,0 2,2 1,6 0 - 9,9 % 10 - 19,9 % 20 - 29,9 % 30 - 39,9 % 40 - 49,9 % 50 - 59,9 % 60 - 69,9 % 70 - 79,9 % 80 - 89,9 % 90 - 99,9 % 100 % Listing Fullfillment - All Shops/All Categories % of Shops 22 Copyright © 2010 The Nielsen Company. Confidential and proprietary.