Emrooz Marketing Research Co. (EMRC) - Retail Audit - Soup Sample Report

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RETAIL AUDIT SAMPLE REPORTRETAIL AUDIT SAMPLE REPORTSOUPSOUP

February ‐March 2013

SOUP

Channel Split‐ Volume Share

15%6%(Average Apr/May 12:Feb/Mar 13)

34%45%

Trend 6% 7% 7% 6% 6% 6%

80%

100%Channel 4

33% 31% 35% 34% 34% 35%

45% 46% 44% 44% 45% 43%

40%

60%

80%

Channel 3

Channel 2

15% 16% 14% 15% 16% 16%

33% 31% 35%

0%

20%

M 12

/J 12

/S 12

N 12

/J 13

M 13

Channel 1

A/M J/ A/

O/N D/

F/M

Region 1R i 2

Regional Split‐Volume Share (Average Apr/May 12:Feb/Mar 13)

Region 34%

g4% Region 2

7%

Region 49%

20%22%

Region 848%

20%22%Region 8 North

Region 8 Central

Region 8 SouthRegion 514%

58%Region 8 South

Region 68%R i 7 8%Region 7

6%

Regional Split‐Volume Share

5% 5% 6%100%

15% 15% 15% 12% 11% 15%

7% 7% 8% 10% 8% 9%

5% 5% 6% 7% 8% 8%

80%

Region 7

Region 6

3% 3%4%

4% 5% 8% 8% 7%7%

4% 3% 3% 4% 4%4%

10% 9% 8% 9% 9%9%

15%

60%

Region 5

Region 4

51% 52%49% 47% 47% 43%

3% 4% 4% 6%6%7%

40%

Region 3

Region 2

20% 19% 18% 19% 20% 21%

20%Region 1

Region 8

27% 27% 25% 24% 24% 24%

54% 54% 57% 57% 56% 56%Region 8 North

Region 8 Central

Region 8 South

0%

A/M 12 J/J 12 A/S 12 O/N 12 D/J 13 F/M 13

24% 24% 24%

Top Manufacturers – (Average Apr/May 12:Feb/Mar 13)

Volume Share Value Share

61%Company 1 63%Company 1


26%Company 2

63%

25%

p y

Company 2




Top Manufacturers


1% 1%

120%120%


33% 32% 29% 25% 20% 17%

5% 6% 6% 8% 9% 10%3% 3% 2% 1% 1%

1% 1% 2% 1% 1% 1%

80%

100%Company 5

Company 4 26% 24% 21% 17%

5% 5% 5% 7% 8% 8%3% 4% 3% 1% 1% 1%1% 1% 1% 1% 1% 1%

80%

100%

33% 32% 29% 25% 20%

60%

Company 4

Company 3

32% 30% 26% 24% 21% 17%

60%

56% 56% 59% 62% 66% 68%

20%

40%Company 2

57% 59% 63% 65% 67% 70%

20%

40%

0%

/M 12

J/J 1

2

A/S 12

/N 12

D/J 13

/M 13

Company 1

0%

/M 12

J/J 1

2

A/S 12

/N 12

D/J 13

/M 13

A/ A O D F/ A/ J A O/ D F/

Top Players – Channel Importance

6% 6% 6% 6% 4% 6% 9% 5%

21%29% 25%

12%100%

Channel 4

Soup Company 1 Company 2 Company 3 Company 4 Company 5

19%

45% 43% 47% 46% 46% 38%38% 45% 7%

20%

19%

29% 25%80%

Channel 3

37%

35%

19%

22%33%

40%

60%

Channel 2

37%

53%

34% 35%

33% 35% 33% 34% 34%37%

39% 38%

20%Channel 1

15% 16% 14% 14% 16% 20% 14% 13%0%

F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13

Channel 1

F F F F F F F F F F F F

Top Players – Region Importance

Feb_Mar 2012 Feb_Mar 2013

1%

2%12%1% 48%

2%

2%

1%

8% 26%Company 511%4% 13% 27% 3%8%5% 29%Company 5

2%

1%

6%

2%

13%

17%

11%

15% 21%

7%

7% 36%

58%

Company 3

Company 4

0.3%

0.2%

7%

1%6%

68%

18% 36%

1%

5% 34%

25%

Company 3

Company 4

4%

3%

4%

4%

4%

2%

8%

14%

12%

12%

6%

3%

8%

2%

53%

60%

Company 1

Company 2

7%

4%

8%

7%

5%

2%

8%

7%

19%

3%

6%

4%

10%

1%

37%

73%

Company 1

Company 2

4%

4%

4%3%

4%

11%

8%

12%

12%

6%

6%

5%

8%

54%

53%

Soup

Company 1

6%7%4%9% 15% 9% 8% 43%Soup

p y

0% 50% 100%

Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8

0% 50% 100%

Top Players –Region 8

Feb Mar 2012 Feb Mar 2013

41%

23%

59%

77%

C 4

Company 5 22% 59% 19%Company 5

_ _

43%

41%

45%

59%

12%Company 3

Company 4

23%

37%

54%

42%

23%

21%

Company 3

Company 4

15%

23%

52%

59%

33%

17%

Company 1

Company 2

15%

85%

61%

15%

24%C 1

Company 2

20%

15%

55%

52%

25%

33%

Soup

Company 1

19%

15%

58%

61%

23%

24%

Soup

Company 1

0% 50% 100%

Region 8 North Region 8 Centeral Region 8 South

0% 50% 100%

Top Brands – (Average Apr/May 12: Feb/Mar 13)


56%Brand A 58%Brand A


26%Brand B 25%Brand B

7%Brand C 6%Brand C

5%

2%

Brand D

Brand E

5%

2%

Brand D

Brand E2%

1%

Brand E

Brand F

2%

1%

Brand E

Brand F

100%

Brand Performance – Brand A

4% 7% 5% 7% 4% 3%

65% 65% 64%

80%

52% 52% 55% 57% 59% 61%

62% 60% 60%65% 65% 64%

60%

52% 52%

20%

40%

80% 78% 78% 76% 78% 78%0%

A/M 12 J/J 12 A/S 12 O/N 12 D/J 13 F/M 13A/M 12 J/J 12 A/S 12 O/N 12 D/J 13 F/M 13

Weighted Out Of Stock Weighted Stocking

Volume Share Numeric Handling Distributiong

Turnover Distribution Company 1‐ Region Importance (Feb/Mar 13)

Region

Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Total Country

Total Manufacture 7% 8% 5% 8% 19% 6% 10% 37% 100%

Brand ١ 3% 8% 12% 5% 0% 27% 14% 30% 100%

Brand ٢ 7% 8% 4.50% 9% 21% 3% 9% 38% 100%

37%Region 1

Region 2

7%

8%

5%10%

Region 3

Region 4

Region 55%

8%19%

6%

g

Region 6

Region 7

Region 8Region 8

Turnover Distribution Company 1–Region 8 Importance (Feb/Mar 13)

Region

Region 8 North Region 8 Central Region 8 South Total Region 8

Total Manufacture 15% 61% 24% 100%

Brand ١ 19% 61% 20% 100%

Brand ٢ 14% 61% 24% 100%

15%24%

Region 8 North24%

Region 8 Central

61% Region 8 South

Distribution Efficiency (Feb/Mar 13)

1.37 1.40 1.471 321 40

1.501.37

1.20

1.32

1.17

1.001.101.201.301.40

0.880.98 0.96

0.740.700.800.90

All Channel 1 Channel 2 Channel 3 Channel 4

Company 1 Company 2

Calculation:VW H dliVW Handling

‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐Numeric Handling

Numeric handling distribution: The percentage of shops within an area or outlet which have had stock of the product at either the opening or closing stock visit or which have made any purchases of the product during the period. pWeighted handling distribution: Sales of the outlets in which a specific Brand/SKU is available from the total sale of all the outlets which sell that product.

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