THE X CAREER 2
GIỚI THIỆU & WARM-UP
Host
Guest Speaker
Guest Speaker
Chị Bùi Ngọc Anh
Anh Nguyễn Tấn Vương
Chị Mang Anh Nguyên
Marketing Specialist
tại Acecook Vietnam
Manager - Retail Measurement
Service tại Nielsen
Brand Manager tại Nestlé
THE X CAREER 2
Agenda
01
Retail Audit - mảnh ghép quan trọng của FMCG Marketing
02
Phân tích Data - không hề khó như bạn nghĩ
03
Áp dụng Retail Audit để làm chủ Marketing Campaign
04
Q&A
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01. RETAIL AUDIT
mảnh ghép quan trọng của FMCG Marketing
TỔNG QUAN VỀ MARKET RESEARCH
THE X CAREER 2
Market research is key advisor/ partner
Helping clients identify and satisfy consumers’ needs
Where & What
demand
are coming from?
CONSUMERS
SUPPLIERS/
MANUFACTURERS
MARKET
RESEARCH
COMPANY
IMPROVE LIVES OF
CONSUMERS
01.
Satisfying demands
with engaging
proposition
Retail Audit - mảnh ghép quan trọng của FMCG Marketing
HELP CLIENTS
WIN
TỔNG QUAN VỀ MARKET RESEARCH
THE X CAREER 2
Understand about Measurement vs Customized service
Group
Type
Measurement Index
Retail audit
Consumer audit
Brand Health
Customized Projects (Consumers Insights)
Digital
Effectiveness
Concept/Product
/Package test
TCV/Campaign
evaluation
Agency/
Service
Provider
Description
Key metrics
01.
Data from retailers
in different
channels in VN
(Traditional Trade,
Modern Trade,
Ecommerce, Mom
& Baby)
Household data
Value/Volume/Dist
ribution/Retailers
support/Price
Promotion, etc..
Penetration,
Frequency,
Spend/Trip, etc..
Measuring brand
equity & health
Brand power,
pyramid,
Brand image, etc..
Retail Audit - mảnh ghép quan trọng của FMCG Marketing
Measuring
effectiveness of
media campaign
on Digital
platform
Awareness
(reach),
conversion
Vary and depending on projects brief
U&A
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NHỮNG CHỈ SỐ RETAIL AUDIT SỬ DỤNG TRONG MARKETING
Các chỉ số từ
Market Research
01.
Brand Marketing team
Retail Audit - mảnh ghép quan trọng của FMCG Marketing
Action!
CAREER PATH Skillset matters!
THE X CAREER 2
Problem solving, Critical thinking, Analytical, Technical and Communication skills will still be relevant in near future
Vertical
Market research Agency
CPG Companies
Others
Field Auditor
Data Collection
Recruiter/ Interviewer
Market research Dept
E-com retailers
Input/ Output Operation
Data Processing
Brand Marketing
Consulting
Data Science
Product Leadership
Trade marketing
Tech company
Client Servicing
Account Management
Sales
Fintech
Horizontal
01.
Retail Audit - mảnh ghép quan trọng của FMCG Marketing
THE X CAREER 2
02. PHÂN TÍCH DATA
không hề khó như bạn nghĩ
3 CORE FACTORS IN AN ANALYSIS
02.
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CONNECT
COMPARE
DRILL DOWN
• Be mindful of the connection of
each data points;
• Identify causal relationship
• Compare with Category,
competitors over time;
• Highlight the difference
• Drill data till the most granular
level like channels, regions,
SKUs, etc..
Phân tích Data - không hề khó như bạn nghĩ
Key retail measurement index
THE X CAREER 2
•
•
Purchases
Purchase share
•
PURCHASE
•
•
•
•
•
STOCK
Volume/ Value sales
Volume/ Value share
Volume/ Value share of trade
•
Stock share
Forward/reserve stock
Stock to sales ratio
Stock cover day
VOLUME/ VALUE
•
ASSORTMENT
•
•
Numeric/ Weighted distribution
Numeric/ Weighted out of stock
Average SPPD
Phân tích Data - không hề khó như bạn nghĩ
© 2021 Nielsen Consumer LLC. All Rights Reserved.
•
Active Skus
No of skus handled per store
Value sales/No. of skus handled per store
DISTRIBUTION
•
02.
•
CONSUMER
SUPPORT
PRICE
•
•
Price per pack
Average price per unit
Value/volume sales, growth, share, & share of trade
FACTS
02.
DEFINITION
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IMPLICATION
Value/volume sales
Sales to consumers expressed in
value/volume basis
Measure total market size,
manufacturers/brand performance
Value/volume
growth
% of change in sales compared to a
certain point of period
Measure the growing speed of a product
Value/volume
share
Share of a brand/SKU on either total
market or specific segment
Measure performance of a
manufacturer/brand in a context with
competitors
Value/volume
share of trade
% sales from certain channels/ markets
out of total business
Measure the importance of specific
sub-markets to total market.
Phân tích Data - không hề khó như bạn nghĩ
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Distribution
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NUMERIC TOTAL STOCK DISTRIBUTION: represents the percentage of stores within the universe handling the product
during the audit period
WEIGHTED TOTAL STOCK DISTRIBUTION: % of category turnover (sales value) accounted for by those stores handling
the product during the audit period
1
1
1
BRAND A
BRAND A
BRAND A
15
■
30
15
1
= 10
1
1
1
1
1
5
3
5
BRAND A
6
4
7
10
= 100
If Brand A is stocked in 4 stores, it has:
⎼
40%
numeric total stock distribution
⎼
70%
weighted total stock distribution
Quality of distribution = weighted distribution / numeric distribution : 1.8
© 2021 Nielsen Consumer LLC. All Rights Reserved.
1
02.
Phân tích Data - không hề khó như bạn nghĩ
7 questions to develop analysis
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WHICH QUADRANT DID YOUR BRAND FIT IN?
WHEN & WHERE DID THE ISSUE HAPPEN?
WHO DID YOU
LOSE/GAIN
FROM?
4?
3?
5?
6?
7?
© 2021 Nielsen Consumer LLC. All Rights Reserved.
WHAT ELSE?
6Ps
1?
2?
WHY DO WE CARE TO
THIS ISSUE YET THE
OTHERS?
WHAT DID
HAPPEN?
HOW TO RESOLVE/
IMPROVE IT?
02.
Phân tích Data - không hề khó như bạn nghĩ
THE X CAREER 2
1?
Which quadrant did your brand fit in?
Remember the context
Sales gain
Accelerate
Keep up
momentum
Share loss
Share gain
Fix
Accelerate
Sales loss
02.
Phân tích Data - không hề khó như bạn nghĩ
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Craven falls in which quadrant in YTD TY?
BAT Volume Share by brands – 36 Cities
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Craven A & White Horse
36CTs
Total category
Craven A
02.
Phân tích Data - không hề khó như bạn nghĩ
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Volume% growth
YTD LY
YTD TY
5%
12%
-3%
7%
THE X CAREER 2
03.
ÁP DỤNG RETAIL AUDIT
để làm chủ Marketing Campaign
THE X CAREER 2
Macro view - The growth is not evenly distributed across segments for Service sector
Retail for non-FMCG and Other drive for Service growth while Tourism & FMCG decline
Retail: +6.8%
FMCG in Nielsen: -4.0% (contributed ~8%)
Food (both FMCG & Non-FMCG): +9.5%
Educational goods: 5.8%
Home appliances: +5.3%
+5.1%
Retail & Consumer Services growth
Travel: -60.1%
Accommodation, F&B: -3.0%
Others: +3.9%
03.
Áp dụng Retail Audit để làm chủ Marketing Campaign
THE X CAREER 2
Key Trends - Affordability Reset | Consumers have different responses
Non-essentials observe down trading while Foods, Milk, PC & Baby Care see up trading
03.
Áp dụng Retail Audit để làm chủ Marketing Campaign
© 2021 Nielsen Consumer LLC. All Rights Reserved.
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Key Trends - Upsizing Trend | Bigger packs are more preferred as offer more savings &
suitable for in-home consumption
Volume & Unit growth 2020 vs. YA
Vietnam
03.
Áp dụng Retail Audit để làm chủ Marketing Campaign
© 2021 Nielsen Consumer LLC. All Rights Reserved.
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Key Trends - Channel Shifting | MT reinforces its importance
Value growth FY 2020 vs. YA
03.
Áp dụng Retail Audit để làm chủ Marketing Campaign
© 2021 Nielsen Consumer LLC. All Rights Reserved.
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Key Trends - TET | Limit spending and becoming more picky in basket
Impact on TET’21 plans
Q: How does Covid impact on your TET plans?
03.
Áp dụng Retail Audit để làm chủ Marketing Campaign
© 2021 Nielsen Consumer LLC. All Rights Reserved.
Impact on lifestyle
Q: How does Covid impact on your lifestyle?
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05.
Q&A
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Thank You!
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