Category analysis tea

1. TEA2010 vs 2009 Russia

2. NOTHING on this page is here by chance. Retailer/ Address Share of Title Voice14 sources of data that generate Virtual Period PriceStrategic KPIs for:1. Operational marketing:Watch over the actual promotionsPrice Alerts Consumer Page/Calendars of operations Advantage PositionAll promo with pictures.2. Decision-making marketing:Research split by market, brands and Promoproducer Category PriceFlash analysis to go to the basics KPIsin few seconds.Studies ad hoc, done by our experts in SKU Producer/PowerPoint format, for immediate use. Brand

3. Methodology Sphere of study definitionRETAILERS , , Cash&carry, CATEGORIES TEAPROMOTION SCALE NATIONAL REGIONAL - LOCALINDEX SKUPERIODE 2010 vs 2009

4. VocabularyPromo Pressure: The evolution of the Promo Pressure is the ration of 2 SOV in absolute value of one player, during 2 different periods. This evolution is a % The oldest period is usually the reference. The evolution shows the variation relatively to the reference. Interpretation: If the chosen weight is SKU, a growth on PP means more SKU in promotion (bigger offer). If the chosen weight is SKU x m, a growth of PP means more SKU and/or more m. In any case a growth of PP, means a offensive player on the marketShare of Voices The Share of Voice in % is the relative value of each player versus the other for a given period. The SOV of 2 periods can be benchmarked, and the evolution is in points. Interpretation: of points > 0 means a gain of SOV (can be relative to a PP growth, or to the fact that all other players are slowing down) & of points < 0 means a loss of SOV (can be consecutive to a cost cutting, or to the fact that all other players are more offensive.Weighted Unit ( WU): One or more SKU from the same family, being on the same promotion. (many flavors for juice, many colors for shampoo, many sizes for textile)Consumer advantages: All additional trade mechanisms supporting the promo price and mentioned on the promo leaflet.Promo price: Price on the leaflet (should be different from the shelf price)Virtual Price: Promo price all consumers advantagesND: National distribution For one retailer = number of stores participating in a promotion/ Total number of that retailers stores.Negative Promo: (Index)= Qty of promo cheaper somewhere else ( at the same date) / total qty of promo (for the concerned retailer)Perimeter of analysis: , , Cash&carry, Point : Gap between 2 relatives values ( 45% - 41% = 4 pts)

5. Promo Pressure & Share of Voice The interpretation shows that this 2 KPIs are somehow connected. Because the evolution of PP as a incidence on the SOV. They can be displayed on a 2D map with the following conditions x= PP evolution y= SOV, Size of the Bubble= SOV for the last period The target is to models an evaluation of the players strategy. Each player belongs to a quadrant of the map. Each quadrant is relevant for a specific case. 15,00 PP evolution less promotions, or PP evolution >0 -> more promotions, or less m, Cost oriented policy. more m, investment policy. SOV>0, a better relative position 10,00 SOV > 0, a better relative position versus versus other players : Definitely a very other players : Strategy of players in clever strategy 5,00 expansion 0,00 -80% -60% -40% -20% 0% 20% 40% 60% 80% -5,00 PP evolution >0 -> more promotions, or PP evolution less promotions, or more m, investment policy. less m, Cost oriented policy. SOV < 0, a worst relative position SOV

Category analysis tea

Business