Young marketers elite program 2 market research [huong giang_trung hieu]
Transcript of Young marketers elite program 2 market research [huong giang_trung hieu]
-MARKET RESEARCH . PART 2- Hieu Phan Giang Bui
YOUNG MARRKETERS
E L I T E 2
WHAT IS RETAIL AUDIT?
Retail Audit is:
+ Continuous tracking of product movement through retail outlet to capture
consumption of market. Retail audit measures MARKET SALES WHAT
Capture at point of direct distribute to consumer, to see whole market trends
and give detail analysis.
+ Retail Audit bases on 2 main facts:
• Consumer Support (Off-take)
• Distribution (Availability)
+ Mostly use in “Brand Monitoring” or “Brand Performance”.
+ Key facts:
Example:
=> Company growth in Shampoo: Growth good in Feb 12 – Feb 14, but
strongest growth goes to Dove, as key driver to growth.
Growth Drivers by MBD: Distribution/Off-Take trends (5-10)Value Sales (Mil. Vnd) - Hanoi TT | Period Ending FEB14 | Share of Total Category
Top N Val for MAT TY | Total Mkt
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB14
PURPOSE OF RETAI AUDIT
RETAIL AUDIT?
Overview of current market (Market Snapshot):
Overview of FMCG market and top
growth category
WHAT IS RETAIL AUDIT?
Overview of pricing trend in specific
category: Skin care cream: Mostly in
economy, low price trend, yet in fabric
enhancer, mainstream acts as major
contributor
Analysis and checking health of brand (In visibility and off-take)
HCMC - Top variant Performance6 Cities MT2Partial ex.PH - Value % Share | Period Ending JUN14 | Share of Total Category
Top N Val for MAT TY | Each Mkt
MAT LY MAT TY
Unilever
P&G
ICP
Unza
Viet Huong
Beiersdorf
Rohto Mentholatum
All Others
Kao
Lix
L'oreal
LG
Johnson&Johnson
Net
Linh Chi
Thorakao Lan Hao
Vico
Colgate Palmolive
Lion
My Hao
56.3
23.0
2.5
2.5
1.5
1.2
1.2
0.8
0.7
0.7
0.5
0.6
0.7
0.4
0.3
0.2
0.4
0.2
0.2
0.2
54.3
22.8
2.6
2.6
2.6
1.4
1.1
0.8
0.7
0.7
0.6
0.6
0.5
0.5
0.3
0.2
0.2
0.2
0.2
0.2
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14
HCMC - Top variant PerformanceTotal Rural - Value % Share | Period Ending JUN14 | Share of Total Category
Top N Val for MAT TY | Each Mkt
MAT LY MAT TY
Unilever
P&G
Viet Huong
ICP
Unza
Vico
Lix
Net
Thai Duong
Colgate Palmolive
Linh Chi
Duc Giang
All Others
Viet My
My Hao
Rohto Mentholatum
Beiersdorf
Chan Dat
Kao
LG
64.9
20.5
2.7
2.1
2.1
2.0
1.5
0.4
0.7
0.5
0.0
0.5
0.1
0.2
0.3
0.0
0.0
0.0
0.0
0.1
61.7
16.4
7.7
2.2
2.1
1.4
1.3
0.6
0.6
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.1
0.1
0.1
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14
Local companies are winning in share in both city and rural areas while major MNC is loosing
Availability (Distribution) Sales Team
Brand A have good both distribution
and consumer support, however
comparing brand B and C, each is
strong in different dimension => Give
recommendation to improve weakness
to enhance total SAL
STANDARD OF RETAI AUDIT REPORT
A. OVERVIEW AND TREND OF CURRENT MARKET:
Growth of market
Consumer confidence
B. REVIEW BRAND PERFORMANCE IN KEY FACTS –
INSIGHT:
- Value / Volume growth
- Value share of trade
- Share/growth in each brand
- Channel of SALEs
- Distribution overview: Stock, Out of stock, retailer
support
- Competition landscape
- Promotion, pricing, etc.
- => Define problem and areas to growth or
improvement
C. RECOMMENDATION
- Recommendation based on analysis
HCMC - Top variant Performance6 Cities MT2Partial ex.PH - Value % Share | Period Ending JUN14 | Share of Total Category
Top N Val for MAT TY | Each Mkt
MAT LY MAT TY
Unilever
P&G
ICP
Unza
Viet Huong
Beiersdorf
Rohto Mentholatum
All Others
Kao
Lix
L'oreal
LG
Johnson&Johnson
Net
Linh Chi
Thorakao Lan Hao
Vico
Colgate Palmolive
Lion
My Hao
56.3
23.0
2.5
2.5
1.5
1.2
1.2
0.8
0.7
0.7
0.5
0.6
0.7
0.4
0.3
0.2
0.4
0.2
0.2
0.2
54.3
22.8
2.6
2.6
2.6
1.4
1.1
0.8
0.7
0.7
0.6
0.6
0.5
0.5
0.3
0.2
0.2
0.2
0.2
0.2
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14
HCMC - Top variant PerformanceTotal Rural - Value % Share | Period Ending JUN14 | Share of Total Category
Top N Val for MAT TY | Each Mkt
MAT LY MAT TY
Unilever
P&G
Viet Huong
ICP
Unza
Vico
Lix
Net
Thai Duong
Colgate Palmolive
Linh Chi
Duc Giang
All Others
Viet My
My Hao
Rohto Mentholatum
Beiersdorf
Chan Dat
Kao
LG
64.9
20.5
2.7
2.1
2.1
2.0
1.5
0.4
0.7
0.5
0.0
0.5
0.1
0.2
0.3
0.0
0.0
0.0
0.0
0.1
61.7
16.4
7.7
2.2
2.1
1.4
1.3
0.6
0.6
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.1
0.1
0.1
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14
Share of Unilever hair-care is loosing in both rural and urban.
Top competitors is growing: local companies (Viet Huong, ICP)
Example: HAIR CARE REVIEW: Overview of FMCG: suffer from decline in growth
Company brand performance:
- Volume/Value Growth
- Share decline/growth
Dig deeper into region/brands:
- Growth/Contribution in each
region/channels?
- Review distribution/stock/purchase in reach
region or channels: where is driver to
growth or source of decline, why? (Due to
out of stock or decline in purchase from
consumer?) => insight
WHAT IS CONSUMER PANEL?
+ Tracking of consumer purchase and behavior through
consumer shopping diary to capture consumer shopping
behaviors. Consumer Panel measure what CONSUMER
PURCHASE HABIT and beyond
Ex Frequencies shopping of consumer
base on different life-stage:
=> Married with kids shop most
frequent, biggest spending size =>
Potential segment to invest
PURPOSE OF CONSUMER PANEL?
OVERVIEW OF CONSUMER MARKET
TRACK CONSUMER HABIT AND CHANGING ON MARKET
Married with kids spend
much on company X
categories
Young adults living with
parents spends a lot on
personal care on
themselves more
X
STANDARD CONSUMER PANEL REPORT
1. MARKET OVERVIEW:
Overview of industry/FMCG
Overview of current consumer trends
Overview and current performance of category
2. CONSUMER STUDY:
Review landscape of consumer
Consumer spending/purchase frequencies/
place to shop/spending salience/ Average
spending per time of shopping/ Shopping
basket. Etc.
Brand penetration/Price index/competitors
analysis/Top channel to shop/
3. RECOMMENDATION:
Recommendation based on current analysis
THANK YOU