Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
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This document outlines key areas to analyze for general market understanding before taking marketing action: 1. General market analysis including macroeconomic trends, category and market growth, new product launches, and changes in the market situation. 2. Channel analysis of store types, number of stores, retail density, shopper frequency and trends toward different channels. 3. Brand share metrics like market share, purchase share, distribution reach, and off-take. It also covers analyzing consumer behavior, preferences, influencers, and media usage to understand market penetration.
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2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
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Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
- 5. -Gaining general understanding about market and consumer before taking any marketing action. -Update changes market situation (from ourselves and competitors)
- 6. 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…
- 7. 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
- 8. 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
- 9. 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