Topic 3 Retail data Flashcards
panels
a fixed group of respondents who share information on a regular basis
need retail data to
draw marketing plans
measure the the success of products, categories and retailers
delivery process
supplier
central purchasing body retailer
stores retailer
consumer
market share in value
revenue of brand elmex/ revenue of product toothpaste
market share in volume
sales volume of brand elmex/ sales volume of the product tooth paste
example of market share in volume/value
=C4/(B3+C3)
Revenue share
revenue of brand elmex/revenue toothpaste by shops selling elmex
revenue share example
C4/C3
numeric distribution
number of sales points of brand elmex/ number of sales points produdct toothpaste
example =C5/(B5+C5)
weighted distribution
revenue in product toothpaste by shops selling elmex/revenue in product toothpaste by all sales points who sell toothpaste
weighted distribution example
C3/(C3+B3)
stores in belgium that sells 4 of thefood categories
edible fats
canned foods
bottled drinks
drink in solid form
pasta
confectionary
revenue food products
40% of total revenue
5 shop types based on shopping habits
drugstores and superstores
integrated supermarkets
independent supermarkets
proximity
hard discounters
4 shoptypes based on surface
hypermarkets >2500m²
large sm 1000- 2500m²
small sm 400-1000
superettes <400
5 regions
north west
north east
brussels
south west
south east
nielsen
works with periods of 4 weeks
1 year = 13 periods of 4 weeks = 52 weeks
two important concepts: YTD
year to date
from beginning of year till now
MAT
moving annual total
starts a year ago and ends on MAT number
