Young Marketers Assignment

1. ASSIGNMENT 6.1 – [Retail audit & Consumer panel]
[Vo Thi – Tu Oanh]

2. 1. Measure manufacturers effort.
2. Retail support.
3. Consumer support.
WHAT IS RETAIL AUDIT & ITS PURPOSE?
•Categories: Tracking 130+ FMCG
categories (includes food,
beverages, personal and
household care)
•Coverage:
- 6 key cities urban
retail tracking.
- 30 secondary cities
retail tracking.
- Rural expansion.
Audit is one of the most frequently used types of
observational techniques, in which retail audit is to
determine the quality of service, activities in stores. Its
purpose is to:

3. RETAIL AUDIT METHODOLOGY
Establish Universe
Recruit
representative
sample
Data collection
Report output

4. WHAT RETAIL AUDIT COULD TELL YOU?
A Brand sales is impacted by two forces
CONSUMER ACCEPTABILITY
Driven by Marketing team
To increase/decrease sales per store
TRADE AVAILABILITY
Driven by Sales team
To increase/decrease in distribution

5. KEY FACT TYPES FROM RETAIL AUDIT REPORT
Volume
/value
Purchase
Stock
PriceConsumer
support
Distribution
Volume sales/share
Value sales/share
Purchase sales/share
Purchase sales/share
Stock share
Forward stock
Reverse stock
Price per pack
Average price per KGOfftake
Numeric distribution
Weighted distribution

6. WHAT ARE RETAIL AUDIT & CONSUMER PANEL ROLE?
Consumer panel is a puzzle of Brand team’s strategic decision making process.
Retail audit
Consumer
panel
Internal data
Customized
research
What do my
consumers think?
Attitudes, opinions,
intents...
Who is causing change?
How important are my consumers?
Who are my core & target buyers?
What is the switching in the
market?
What is happening in the
market?
Brand sales & share
Stock, distribution
How much my sales are?

7. A panel consist of a representative household sample, to
record their purchasing behavior on a weekly basis via a
purchase diary which is written by shopper.
WHAT IS CONSUMER PANEL?
•Coverage: 4 key urban cities
(HCMC, Hanoi, Danang, and
Cantho)
•Sample size: 2,150 households
•Categories: Tracking 130+ FMCG
categories (includes food,
beverages, personal and
household care)
•Date: Back data from 2002

8. WHAT WILL CONSUMER PANEL’S DATA TELL YOU
WHOare my buyer?
Income class, working
status, child presence,
household size…
WHEREdo they
purchase?
The effect of trade
activities, area
differences…
WHAT do they buy?
Brand name, segment,
variant, size…
WHEN?
Seasonality of sales,
times on month…
HOW MUCH do
they purchase?
Value, volume size & trend,
market share, average
expenditure per buyer…

9. FROM CONSUMER PANEL’S DATA TO STRATEGIC CONSUMER INSIGHTS
Understand the
competition impact
on your brand.
Measure real impact
of your promotion.
Solving the
changing
consumption habit.
Increase the loyalty &
potential of you buyer.
Estimate the opportunities to
launch new product.
Draw the profile &
segment your shopper.
Optimize you category
management

10. BASIC CONSUMER PANEL’S DATA REPORT
A Consumer Panel data report consists of 4 fundamental parts: Switching
analysis, New-Lost-Repeat buyer analysis; Trial & Repeat Analysis,
Duplication analysis; Heavy, medium light analysis.
Switching analysis
Find out the brand’s source of
growth to foresee the growth is
short term or sustainable. Identify
the opportunity/threat from
competition vs benchmarking
New-lost-repeat
analysis
Understand brand’s buyer base and
the behavior changes in different
buyer group
Duplication analysis
See how brand’s buyer base
shared with other brands.
Heavy, medium, light analysis
See how much they use the brand &
categorize them.
Trial & repeat analysis
Help brand to review the
progress & forecast the future
trend