Nielsen Answers Navigation: Market Research Guide

1,
4 dimensions
6, Trade Desk
2,
Getting Started
7, Spar - Recap
3,
Intermediate
4,
Scantrack
5,
Homepanel
NAVIGATING NIELSEN ANSWERS
NIELSEN BROKEN INTO 4 DIMENSIONS
PART 1
PART 2
PART 3
PART 4
MARKET
PRODUCT
FACT
PERIOD
Sales and Share
(volume and value)
Location of business
Retail Selling Price
(RSP)
Product Availability
(numeric, weighted
and handling)
Distribution
Purchases* (by
retailers)
Stock facts*
Reporting in monthly
delivery database RMS
and Tradedesk
• Jan 2018
• Feb 2018
• March 2018
May be based on trade
channel, geographic
region, key accounts or
a combination of these:
•
•
•
•
•
•
Total SA
MT & DT
Total W Cape
Total Supers
Total Pick ‘n Pay
Total PnP Supers WC
PnP Super Fourways
Crossing
•
•
•
•
•
•
•
Total category (ie.
Toilet Tissue)
Manufacturer
Brand
Price segments e.g.
premium, economy
Pack size segments
e.g. 4s, 9s, 10s
Format segments,
e.g. 1Ply, 2Ply
SKU
•
•
•
•
•
•
•
Periods can be
manipulated to create
12mm, 6mm, 3mm, YTD
etc
*Pro tip – Look for the BDF dictionary under the “fact” tab, this contains the most
common use fact types for ease of reference
“MARKETS”
Select the applicable account/region you are interested in the 1st tab
(Markets)…
*Pro tip – Spar data is reported at a DC level (distribution centre) due to how
the business is structured. It is not the retail store and thus does not
accurately represent consumer demand.
“TOTAL MARKET”
This tab shares the data to a particular region/account when selecting SOT
fact.In the example below the data will be shared to “South Africa” as the
database is pulling from row #1. We will need to share to South Africa (SDC)
“PRODUCT” TAB
This tab is where you select the product you want to review. Use the
hierarchy provided on the “level tab” for ease of selection.
Hierarchies
provide an
intuitive way to
narrow down a
large amount of
data.
*Pro tip – You can review at a manufacturer, brand, format, weight or sku level!
“TOTAL PRODUCT”
This tab shares the product data to a particular manufacturer/brand if desired. In
the example below the data will be shared to “Total Hand and Body” as the
database is pulling from row #1
“FACTS TAB”
This tab is where you select the fact type which will prove
useful.
“FACTS” TAB – COMMONLY USED FACT TYPES
Value Sales - Sales of an item to the consumer expressed in the country currency. Sales value
is calculated by multiplying the volumes sold in packs by the price.
Value % share - value sales calculated as a percentage of total category value sales.
Volume/Pack Sales - Sales of an item to the consumers expressed as a standard unit of
measure specific to each category.
Volume/Pack % share - volume sales calculated as a percentage of total category volume/pack
sales.
Price per Volume - price compared across diff pack sizes.
Price per Package - price of an individual pack.
Num Distribution (avg)
Wtd Distribution (avg)
Rate of Sale (ROS)
Number of stores selling
Product
Number of stores in Universe
x 100
Sum of total category value sales in stores selling Product
Sum of total category value sales in all stores selling the
category
Value Sales in stores selling
x 100
x 100
Weighted Distribution in stores selling
*Pro tip – Databases will either be read in litres, kg’s or packs (refer to the excel
database subscriptions doc earlier)
What are
they?
UNDERSTANDING
THE BASIC
FACTS USED BY
NIELSEN
What do they
mean?
How do we
interpret
them?
Value / Volume / Packages/
Shares / Growths / Price and Distribution
VOLUME SALES
Sales of an item to the consumers expressed as a standard unit of
measure specific to each category.
Standard units are measured differently
in each category
-kg’s
-litres
-packs
Volume sales - Dove shampoo
5800
1450
sales in litres
sales in packs
Interpretation:
1450 litres of NIVEA lotion were sold in retail outlets
5800 packs of NIVEA lotion were sold in retail outlets
VALUE SALES
Sales of an item to the consumer expressed in the country currency.
Sales value is calculated by multiplying the volumes sold in packs by
the price
Can be converted to a
standardized currency
- Euros (€)
- Dollars ($)
- Etc.
Value sales in R’000s - NIVEA Sun
11,6
Interpretation:
R11600 worth of NIVEA Sun was sold in retail outlets
MARKET SHARE
Product sales calculated as a percentage of total category sales
Volume
– NIVEA
On
Volume
sales Sales
and share
- Dove Roll
shampoo
Calculation:
PRODUCT SALES
CATEGORY
SALES
6000
0
5000
4000
24%
0
0
20%
Dove
NIVEAsales
sales
3000
0
6000
5000
2000
0
1000
0
1200
1200
0
Category sales
Market share
0
RETAILER A
RETAILER B
Interpretation:
NIVEA has the same sales in both retailers but in Retailer B NIVEA’S
market share is higher as category volume sales are lower there
TYPES OF PRICE
Price per pack
R41,99
• price of an individual pack
• Made up by Promo & Non-promo
R101,50/L
Price per volume
• compare across different pack sizes
Relative price
• calculated as an index
111
100
RETAIL SELLING PRICE (RSP)
• The actual price of the product on the shelf recorded on the
date of audit
• Includes VAT
• Expressed on a pack basis
•
Divide value by volume to get price per roll
• Can include promoted price
• Average price is weighted by the volume sales of the
product
• Excludes coupons
LOCATION (SOT) VS SHARE
Category and Brand Location
by Region
Brand Share by Region
100
22
17
80
13
6
WC
20
19
2
KZN
8
40
20
28
35,0
35,0
8,0
60
10,0
20,0
Brand D
15,0
20,0
50
Brand C
32,0
40
Brand B
20,0
30,0
40,0
30
Brand A
35,0
20
20
25
16
Brand A
30,0
15,0
10,0
0
0
Category
20,0
25,0
Brand B
WC
20
10
EC
10
Gauteng
35,0
70
FS/NC
NWLMLMP
31
30
EC
40,0
KZN
50
7
25,0
NWLMPMP
60
80
10
8
70
90
27
Gauteng
90
100
NUMERIC DISTRIBUTION
Total Universe of 5 Stores
A
A
A
A B
Numeric Distribution of:
Brand A is :
4
5
= 80 %
Brand B is :
2
5
= 40 %
B
WEIGHTED DISTRIBUTION
VOLUME
PER
STORE
A
A
A
A B
15
25
5
50
B
30
Weighted Distribution of:
Brand A is :
15+25+5+50
125
= 76 %
Brand B is :
50 + 30
125
= 64 %
= R125
PERIODS TAB
This tab is where you select the time frame under review. You can access
different periods under the user friendly “library” icon.
*Pro tip – Best to review 12MM – 3MM and latest month to see the longer term trend
TIME PERIODS
In addition to knowing which Market and which Product you are wanting to see
measures for, it’s important to know what time frame you want to look at. Retail
Measurement data can be combined across standard and non-standard time
frames to better address certain issues.
Examples for the use of time periods:
Long term trends:
Moving Annual Totals
Calendar years
60
50
40
Short term trends:
Year to date
Quarterly
Monthly/Weekly (where available)
To evaluate new launches/advertising:
Pre Period(s) vs Launch/Advertising Period(s)
vs Post Period(s)
30
20
10
0
MAT
2008
YTD
Q1
ending
June 09 2009
June 09
Jun-09 wk 26
2009
PERIODS: YTD & MAT
Monthly periods are analysed in standard databases and weekly data in Scantrack
YTD - a cumulative
period starting from the
beginning of the year
through the most recent
period.
MAT – cumulative rolling
total of the latest 12
months, 13-4 weekly or 6
bi-monthly periods.
GETTING STARTED – THE BASICS
FIRSTLY SELECT THE APPLICABLE DATABASE YOU WISH TO ACCESS
UNDER “DATA CONTEXT” – THIS LINKS ANSWERS TO THE CORRECT
DATABASE
Then select “table report” for ad hoc runs
WHAT NEXT – THIS MAY OCCUR
TROUBLE SHOOTING
Make sure that your link to
the K-Drive is Green as this
is where Nielsen sources the
databases from
SELECTING YOUR DATA FROM THE PRE-SET SELECTION
THEN CLICK ON THE “SELECT” BUTTON TO CHOOSE THE
CORRECT MARKET, BRAND, FACT AND PERIOD TYPE
HOW TO EDIT YOUR
OUTPUT LAYOUT
HOW TO EXPORT TO EXCEL ADHOC AND
HOW TO CREATE A NEW RANGE IN EXCEL
HOW TO REFRESH YOUR REFRESHABLE
POWERPOINT PRESENTATION
EXCEL ADHOC ADD-INS TOOLBAR EXPLAINED
What do these buttons do??!!!
This is automatically
selected if you want
static periods that will
not update deselect it.
WHAT THE DATA
SELECTING
BUTTONS DO
What do these buttons do??!!!
PRODUCT TOTAL BY EXPLAINED
PERIODS ROLLED
ENTER THE PERIODS YOU WOULD LIKE TO SEE AS
ROLLING PERIODS – TYPICALLY 3,6 OR 12
CREATE A REFRESHABLE PULL USING EXCEL AD-HOC
• We would like to see NIVEA roll-on market share in value
this year vs last year across accounts/customers.
• We would also like to see which account is becoming
more important to us?
• Are we under or over indexed vs the category and
where?
• What would you do next to see what’s driving your share
performance?
Scantrack
SCANTRACK
Scantrack can answer:
Did I gain share? Did I promote at the right depth? How did
competitors respond? Were sales due to promotion? Was it effective
and efficient?
Incremental
WHEN WE
OVERLAY
PROMTED AND
NON-PROMOTED
PRICING,
PROMOTIONAL
EFFICIENCY CAN
BE ASSESSED
Promoted
Total
Sales
Subsidize
d Base
NonPromoted
Scant
rack
.
Baseline
Sales
*Pro tips - rather use monthly Scantrack databases as they include value
data for all accounts (Shoprite group does not release weekly data)
- Spar DC data is not included in Scan track
WHICH IS SCANTRACK & WHICH IS RMS – CAN ANYONE TELL
ME THE DIFFERENCE?
5 000 000
60,00
4 500 000
50,00
4 000 000
3 500 000
40,00
3 000 000
2 500 000
30,00
2 000 000
20,00
1 500 000
1 000 000
10,00
500 000
0
0,00
APR
2015
MAY
2015
JUN
2015
JUL
2015
AUG
2015
SEP
2015
OCT
2015
NOV
2015
Volume Sales
DEC
2015
JAN
2016
FEB
2016
MAR
2016
APR
2016
MAY
2016
Price pr Package
2 500 000,0
60,0
2 000 000,0
50,0
40,0
1 500 000,0
30,0
1 000 000,0
20,0
Non Promo Volume
Subsidized Volume
Incremental Volume
Price per Item
W 29/05/16
W 22/05/16
W 15/05/16
W 08/05/16
W 01/05/16
W 24/04/16
W 17/04/16
W 10/04/16
W 03/04/16
W 27/03/16
W 20/03/16
W 13/03/16
W 06/03/16
W 28/02/16
W 21/02/16
W 14/02/16
W 07/02/16
W 31/01/16
W 24/01/16
W 17/01/16
W 10/01/16
W 03/01/16
W 27/12/15
W 20/12/15
W 13/12/15
W 06/12/15
W 29/11/15
W 22/11/15
W 15/11/15
W 08/11/15
W 01/11/15
Scant
rack
W 25/10/15
0,0
W 18/10/15
0,0
W 11/10/15
10,0
W 04/10/15
500 000,0
SCANTRACK CHARTS
Scant
rack
SCANTRACK CHARTS
Scant
rack
YOU HAVE THE FUNCTIONALITY OF VIEWING STORE
PERFORMANCE, GREAT WHEN WANTING TO SEE HOW WELL
SPECIFIC PROMOTIONS HAVE PERFORMED
Scant
rack
STORES WITH GONDOLA ENDS VS NORMAL LAYOUT. IN THE TOP STORES HOW
DOES YOUR BRAND COMPARE VS THE COMPETITOR
TRADE DESK EXPLANATION
TRADE DESK:
A COMMON LANGUAGE BETWEEN RETAILER AND
MANUFACTURER
Manufacturer
•
Eliminates differences in Growths
and Shares
•
Enables Benchmark comparisons
•
Common definitions
•
Provides mutual market
understanding
•
Is a clear representation
Retailer
SOLUTION: TRADE DESK
BENCHMARKS THAT MATCH EACH CHAIN’S REGIONAL
STRUCTURE
Manufacturer
Deliverables
Trade Desk
Retailer
Deliverables
REGIONAL ISSUES
•
Each retailer has a different regional structure eg W.Cape as defined by PnP is not the same
region as W.Cape defined by Shoprite (see maps).
•
In Trade Desk, Nielsen has created regional benchmarks that apply to that chain only eg
Trade Desk PnP (W.Cape) is all chains in the W.Cape region as defined by PnP. This is NOT
just PnP Stores; it is ALL STORES IN THE REGION AS DEFINED BY PNP
•
This will NOT match total Majors W.Cape, nor will it match Trade Desk Shoprite (W.Cape)
because Shoprite has a different definition of what the W.Cape region is in terms of their
buying structure. Shoprite includes stores all the way up to the border with Namibia. Spar also
differs in terms of regional classification (see maps on following pages).
•
You CANNOT go to PnP and benchmark to total W.Cape Majors; you can only benchmark to
their definition of W.Cape and you cannot compare any Shoprite stores to this because the
Shoprite stores in their definition of W.Cape are not the same ones that are in the PnP
definition of W.Cape.
•
This ensures that manufacturers do not violate the contract in terms of which no chain may
be shown data on another chain.
•
Spar DC is included in all regional benchmarks which means for direct delivery categories
and brands, the regional benchmarks may be smaller than total sales.
GREAT NORTH
KZN
FS / N.CAPE
EASTERN CAPE
WESTERN CAPE
Day@nielsen
Source: Nielsen illustration
NORTHERN REG
GAUTENG / FREE STATE
KZN
EASTERN CAPE
WESTERN CAPE
Day@nielsen
Source: Nielsen illustration
NORTH RAND
LOWVELD
SOUTH RAND
KWAZULU-NATAL
WESTERN CAPE
EASTERN CAPE
Day@nielsen
Source: Nielsen illustration
WHICH MARKET SELECTION
DEMONSTRATES…
12MM TY - CATEGORY GROWTH
TOTAL TRADE DESK - NATIONAL
TOTAL SHOPRITE
TRADE DESK SHOPRITE (GRT NTH)
SHOPRITE GREAT NORTH
TRADE DESK SHOPRITE (GAUTENG)
SHOPRITE GAUTENG
TRADE DESK SHOPRITE (NORTHERN
SHOPRITE NORTHERN REGION
TRADE DESK SHOPRITE (FS.NC)
SHOPRITE FS/NCAPE
TRADE DESK SHOPRITE (KZN)
SHOPRITE KWAZULU NATAL
TRADE DESK SHOPRITE (E.CAPE)
SHOPRITE E.CAPE
TRADE DESK SHOPRITE (W.CAPE)
SHOPRITE W.CAPE
ANNUAL VOLUME
GROWTH
14.2
22.9
16.5
39.2
12.0
36.5
22.2
40.9
11.5
11.4
14.2
16.8
11.7
4.3
10.4
17.0
GROWTH OF
ALL STORES
WITHIN
SHOPRITE’S
GRT NORTH
REGION?
GROWTH OF ALL
SHOPRITE
STORES WITHIN
SHOPRITE’S GRT
NORTH REGION?
57
SPAR DATA SOURCE SOLUTIONS
‘AUDIT’ DATA
Industry Benchmark
Representation
- 100% Universe
- 100% Category (Includes
direct & non-Spar HQ
purchases)
- Repr Sample 1:4 & DC
Scan WW methodology
Distribution
Centre (DC)
SCANNING DATA
Store Warehouse
Withdrawal
- 100% Universe 1:1
- Indirect delivery,
excludes direct
delivery
- Included in Trade Desk,
Scantrack
DATA DIRECT
Store Till-point
- Growing but
incomplete Universe
- Distr is relative
- Store level visibility
-Cluster contains total
category
- Store level contains
selected items
Use for Company and
Cross-category analysis
Use for indirect delivery
categories
Use for store level drilldown
Nielsen agreement with
Spar is to collect
‘Purchases’ info from a
sample of stores
Nielsen agreement is to
receive FULL scanning
shipment data from DC
No agreement for EPOS
Scanning data by Store
May only be supplier own
sales
NIELSEN’S POS SOLUTION TO READ SPAR
SIGN UP A SAMPLE OF SPAR
STORES
RECEIVE TOTAL STORE POS
DATA BY STORE
EXPAND TO REPRESENT
SPAR UNIVERSE
Sampling around 1 in 4
Spar stores to ensure
granular reporting is
possible
Capture actual sales from
the recruited stores directly
to consumers including
actual RSP
More trendable data to
read Spar including a
consistent sample base
and actual value sales
REPORTING OF SPAR POS SOLUTION ON FMCG
How will you see be receiving the data initially?
•
•
Periodicity
•
Initial data delivery will be with limited history – from Jan 2016 onwards.
•
Spar POS will have a 1 month lag in reporting, e.g. January data delivered in March
(normally Jan data is delivered in Feb per normal reporting on other MBDs).
Database Structure
•
The following regions and banners will be reported:
SERVICES THAT BDF PURCHASE FROM NIELSEN
Retail Measurement Services(RMS)
Consumer Panel Survey (CPS)
Use this for:
• MT / DT / account split
• Market / brand review
• Sales value / volume
• Wtd / numeric distribution
• Avg price per vol/pack
Use this for:
• Penetration
• Consumption
• loyalty
• LSM / regional bias
Scanning data
This is from till points, MT only (excludes Spar data)
Use this for:
• % vol sold on promo
• Depth of promo
• Subsidized / incremental sales, ie. Effectiveness of promo activity
CAUTION – DISTRIBUTION IN SPAR SHOULD BE ROLLED
Cool Kick RO 50ml - WSD Monthly
100
98
96
94
92
90
88
86
84
82
80
DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
2016 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018
NIVEA MEN COOL KICK RO 50ML
Wtd Dist (Avg) Shoprite
Wtd Dist (Avg) Spar Group DC
Cool Kick RO 50ml - WSD - 12MM Roll
100
98
96
94
92
90
88
86
84
82
80
NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
2016 2016 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018
NIVEA MEN COOL KICK RO 50ML
Wtd Dist (Avg) Shoprite
Wtd Dist (Avg) Spar Group DC
Reports can help answer these questions
- Which account has driven our sales/share growth by category?
- How does Sun competitive set differ in Clicks vs. Dis-Chem?
- Which brands are we losing share to in Lip Care? Which accounts?
- What is BDF Basket growth vs. Total PC? Total NIVEA?
- Can you quantify NIVEA’s contribution to total PC market growth?
Monthly Report
-
Have our key competitors been promoting more than NIVEA in PnP?
Is NIVEA Sun priced as per target index or are we too cheap/expensive?
What % of volume did our competitors sell on promotion in the L4WKS?
How is NIVEA performing in the top ranked Category stores?
How has NIVEA weekly distribution tracked vs. key competitors?
Competitive Tracker
-
What are our Must-Stock SKUs by category?
Have we lost, maintained or gained distribution on specific SKUs?
Which region has driven our distribution gain/loss in Shoprite?
Are there distribution gaps that we could close to drive sales?
How do NIVEA SKUs rank in the different store formats and accounts?
Assortment Priority List
-
How has Aftershaves pack sales trended over the last 12months?
Who are the top manufacturers within Face Care?
What are the top25 SKUs within Body?
How are top competitor SKUs priced vs. NIVEA?
Which NIVEA SKUs have driven our latest month performance?
Standardized Category
Report
- How have NIVEA franchises (eg. B&W) performed within Female Deo?
- How has the Even Tone segment performed since the launch of P&R?
- Did our Cool Kick marketing campaign drive sales/share gains?
- What
competitor activity have we seen in-market over the last month?
PowerPoint Manual | Corporate
Communications
Have our competitors launched new variants?
10/8/2024
| Page 63 -
Category Commercial
Update
WHERE TO FIND WHAT?
Scope
Periods
Facts
Report
Update
Frequency
MONTHLY (28th)
All categories, brands, basket
performance by Key Account
12MM, 3MM, 1MM,
YTD (3 YR VIEW)
Value/ Pack Sales, Share%,
Growth%
MONTHLY REPORT_BY
RETAILER (VALUE)(PACK)
All categories summary incl.
tracking vs. share target &
commentary
12MM, YTD, 1MM
Value % Growth, Value %
Share, Share Chg
BDF MONTHLY SUMMARY
Category, segment,
manufacturer, brand, top25
SKUs performance by Account
12MM, 6MM, 3MM,
YTD, 1MM TRENDED
Value & Pack Sales,
Share%, Growth%, RSP,
WSD, NSD
STANDARDIZED
CATEGORY REPORT
Cross-category store level
pricing, shares, distribution
(Body/Deo/Face/Sun/Shower)
L13 WKS, L4 WKS,
WEEKLY TRENDS
Val/Pack % share, R Index,
Promo/Non-promo price, %
Vol on promo, WSD, NSD
COMPETITIVE TRACKER
Cross-category SKU level
distribution by Account by
Region
3MM PP, 3MM CURR,
1MM
WSD i.e. Wtd selling
distribution
ASSORTMENT PRIORITY
LIST
MONTHLY (30th)
Detailed category commercial
view by segment/ account/
franchise/ campaign/ NPD
All i.e. analysis
dependent
All facts incl. share of
segments eg. Male/ Roll On/
Cleanse/ Anti-Age
CATEGORY COMMERCIAL
UPDATE
MONTHLY (7th)
Cross-category view on fastest
growing brands to keep track of
new entrants and/or big gainers
12MM, 3MM
Value/ Pack Sales, Share%,
Growth%, Incremental sales
FASTEST GROWING
BRANDS
MONTHLY (28th)
All categories, market and
NIVEA growth trends + share
by Account by Region
12MM, 3MM, YTD,
6M TREND
Value Share%, Growth%,
Location%, Location Chg
ACCOUNT TRACKER
Market
Intelligence
MONTHLY (30th)
Market
Intelligence
MONTHLY (30th)
Market
Intelligence
WEEKLY
(Monday COB)
Trade
Analytics
Trade
Analytics
Market
Intelligence
Market
Intelligence
MONTHLY (28th)
Trade
Analytics