ASSIGNMENT 6.1 – [Retail audit & Consumer panel]

[Vo Thi – Tu Oanh]

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:

RETAIL AUDIT METHODOLOGY

Establish Universe

Recruit representative sample

Data collection

Report output

WHAT RETAIL AUDIT COULD TELL YOU?

A Brand sales is impacted by two forces

CONSUMER ACCEPTABILITYDriven by Marketing teamTo increase/decrease sales per store

TRADE AVAILABILITYDriven by Sales teamTo increase/decrease in distribution

KEY FACT TYPES FROM RETAIL AUDIT REPORT

Volume/value

Purchase

Stock

PriceConsumer support

Distribution

Volume sales/shareValue sales/share

Purchase sales/sharePurchase sales/share

Stock shareForward stockReverse stock

Price per packAverage price per KGOfftake

Numeric distributionWeighted distribution

WHAT ARE RETAIL AUDIT & CONSUMER PANEL ROLE?

Consumer panel is a puzzle of Brand team’s strategic decision making process.

Retail audit

Consumerpanel

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?

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

WHAT WILL CONSUMER PANEL’S DATA TELL YOU

WHO are my buyer?

Income class, working status, child presence, household size…

WHERE do 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…

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

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 analysisFind 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 analysisUnderstand brand’s buyer base and the behavior changes in different buyer group

Duplication analysisSee how brand’s buyer base shared with other brands.

Heavy, medium, light analysisSee how much they use the brand & categorize them.

Trial & repeat analysisHelp brand to review the progress & forecast the future trend