Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong

263 views

Published on

marketing

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong

  1. 1. -Gaining general understanding about market and consumer before taking any marketing action. -Update changes market situation (from ourselves and competitors)
  2. 2. 1. General Market Analysis - Macro-economics: - Trend/growth in GDP, CPI - GDP structure - Countries attractiveness to FDI - Categories Overview: - Contribution of each categories to the whole market - Market growth (we took FMCG for example): Nominal growth = Volume change (%) + Unit value change (%) - Categories growth: in Value(%)-money and Volume(%)-SKUs Example of categories: Beverages, Food, Dairy, Home care, Personal care, Cigarettes - New brand- or New launch/category: number of products launch in periods of time. 2. Channel: - Store: MT (hypermarket, supermarket, convenience store, mall) & GT (wet market, grocery, street shop) - Number of Stores in periods of time - Retail store density: (number of stores/million population) - Number of Stores in region/city - Shopper frequency of visit: times/month - Store expansion: new stores/year - Trend: compare index from year to years - Example: urban shopper shifting from wet market to supermarket…
  3. 3. 3. Brand Share: - Market share: brand sales/total market sales - Purchase share - Stock share - Numeric Distribution: how many thousand stores that have at least 1 product of this brand? (gives you an idea of the reach of distribution) - Weighted distribution: how much sales those stores (that you’re) in account for the whole market? (gives you an idea of the quality of distribution) - Off-take
  4. 4. General Market Analysis - Macro-economics: - Trend/growth in GDP, CPI - GDP/Capita - Population, population structure (aging, urban/rural) - Consumer - Consumer confidence - Income of each class, region Behavior - Shopper - Spending priority - Channel priority - Shopping habit: frequency, value/1 occasion, time spending - Shopping influencers - Consumer - General Trend (health & natural, convenience, indulgence, tech…) - Usage of each category - Brand Preference - Activities & hobbies - Media - Admired people - Media channel (TV, Social network, smartphone…) - Internet using behavior - Trend: compare index from year to years - Example: Dairy products are consumed 12% more in urban from 2013 to 2014
  5. 5. Penetration: - Market penetration (%): Consumer Who Have Purchased a Product in the Category/ Total Population - Brand penetration (%): Consumer Who Have Purchased the Brand/ Total Population - Penetration share (%): Brand Penetration/ Market Penetration - Consumer reach point (million) = Brand penetration (million) * Frequency

×