Emrooz Marketing Research Marketing (EMRC) - Retail Audit - Dishwashing liquid Sample Report

RETAIL AUDIT SAMPLE REPORTDISHWASHING LIQUID

Jan – Feb 2013

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ALL TYPE OF DISHWASHING LIQUID

2

0.1%

Channel Split‐ Volume share

3%14%

6%Average Mar/Apr 12: Jan/Feb 13

33%44%

Trend 6% 6% 6% 6% 6% 6%0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

100% Channel 6

45% 45% 43% 43% 45% 45%

40%

60%

80% Channel 5

Channel 4

3% 3% 3% 3% 4% 4%13% 13% 14% 14% 14% 14%

33% 33% 33% 33% 32% 32%

0%

20%

40%

A

2 /J

2 A

2 O

2 D

2 F 3

Channel 3

Channel 2

M/A 12 M/

12 J/A 12 S/O

12 N/D 12 J/ 13 Channel 1

3ALL TYPES

R i 1

Regional Split‐Volume share (Average Mar/Apr 12 :Jan/Feb 13)

Region 13%

Region 27%

R i 4Region 9

Region 35%

19%24%

Region 9 North

Region 9 CentralRegion 4

2%

Region 57%

53%

%

Region 9 South

7%

Region 64%

57%

Region 712%

Region 8Region 87%

4ALL TYPES

Top Manufacturers – (Average Mar/Apr 12: Jan/Feb 13)

Volume share Value share

23%Company 1 28%Company 1


18%

15%

Company 2

Company 3

18%

14%

Company 2

Company 4

15%

14%

5%

Company 4

Company 5

C 6

14%

13%

4%

Company 3

Company 5

C 65%

3%

2%

Company 6

Company 7

Company 8

4%

3%

2%

Company 6

Company 7

Company 92%

1%

1%

Company 8

Company 9

Company 10

2%

2%

1%

Company 9

Company 8

Company 101%Company 10 1%Company 10

5ALL TYPES

Top Manufacturers


5% 5%5%

2% 2% 3% 3% 3% 3%

100%Company 10

5% 5% 4%2% 2% 3% 3% 3% 3%

100%


16% 16% 15% 15% 14% 14%

16% 15% 13% 13% 14% 15%

5% 4% 4% 4%80%

Company 9

Company 8

Company 7 15% 15% 13% 13% 13% 12%

15% 13% 12% 13% 13% 13%

5% 5% 4% 4% 4% 4%3% 3% 3%

80%

16% 16% 15% 15% 15% 14%

16% 15% 15% 14% 14%

40%

60%Company 7

Company 6

Company 5

18% 16% 15% 16%

15% 14% 14% 14% 13% 13%

40%

60%

19% 21% 22% 24% 25% 25%

20% 19% 19% 17% 16% 16%

20%

Company 4

Company 3

Company 222% 25% 28% 30% 31% 31%

21% 19% 18% 16% 15% 16%

20%

19% 21% 22% 24% 25% 25%

0%

M/A 12

M/J 12

J/A 12

/O 12

/D 12

J/F 13

p y

Company 1

22% 25%

0%

/A 12

M/J 12

/A 12

/O 12

/D 12

/F 13

M M J S N J

M/

M J/ S/ N/ J

6ALL TYPES

Top Players – Channel Importance

Company Company Company Company Company

7% 6% 6% 6% 8% 7% 5% 5% 6% 5% 5% 4%100% Channel 6

All Company 1

Company 2

Company 3

Company 4

Company 5

44% 45% 43% 43% 39% 39% 46% 50% 51% 51% 47% 50%

80% Channel 5

Ch l 4

34% 31%40%

60% Channel 4

Channel 3

15% 18%

33% 32% 33% 34% 34% 31%33% 31% 29% 31% 33% 30%

20% Channel 2

3% 4% 3% 3% 4% 5% 3% 4% 2% 3% 2% 3%

14% 14% 15% 14% 15% 18%12% 11% 12% 11% 13% 12%

0%

F 12

F 13

F 12

F 13

F 12

F 13

F 12

F 13

F 12

F 13

F 12

F 13

Channel 1

J/F

J/F

J/F

J/F

J/F

J/F

J/F

J/F

J/F

J/F

J/F

J/F

7ALL TYPES

Top Players – Region Importance

Jan_Feb 2012 Jan_Feb 2013

3%

3%

10%

14% 8%

1%

2%

%

12%

2%

2%

0%

16%

%

4%

%

38%

C 4

Company 5 3%

9%

12%

8%

8%

1%

3%

6%

10%

2%

2%

2%

20%

6%

5%

2%

39%

C 4

Company 5

3%

3%

5%10%

7%

3%

6%

7%

3%

5%

10%

6%

4%

59%

55%

Company 3

Company 4

2%

3%

4%

9%

12%

8%

2%

4%4%

6%

5%9%

12%

8%

6%

53%

52%

Company 3

Company 4

4%

3%

9%

3%

5%

1%1%

2%

11%

9%

3%

8%

11%

9%

9%

8%

48%

57%

Company 1

Company 2

3%

2%

8%

3%

4%

1%3%

2%

7%

5%

3%

4%

9%

8%

7%

12%

54%

62%

Company 1

Company 2

3%

8%

5%

2%

9%4%11%6% 51%All 2%7%6%3%6%

4%

11% 8% 54%All

0% 50% 100%

Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Region 9

0% 50% 100%

8ALL TYPES

Top Players –Region 9

Feb Mar 2012 Feb Mar 2013

19%

17%

28%

30%

53%

52%

C 4

Company 5 28% 44% 28%Company 5

_ _

21%

19%

25%

28%

54%

53%

Company 3

Company 4

26%

25%

49%

51%

26%

25%

Company 3

Company 4

18%

21%

22%

20%

59%

59%

Company 1

Company 2

19%

15%

63%

69%

19%

15%

C 1

Company 2

19%

18%

24%

22%

56%

59%

All

Company 1

22%

19%

57%

63%

22%

19%

Total Fruit Juice

Company 1

0% 50% 100%

Region 9 North Region 9 Centeral Region 9 South

0% 50% 100%

9ALL TYPES

Top Brands – (Average Mar/Apr 12: Jan/Feb 13)


23%Brand A 28%Brand A


15%Brand B 14%Brand E

15%Brand C 14%Brand B

14%Brand D 14%Brand C

14%Brand E 13%Brand D

10ALL TYPES

120%

Brand Performance – Brand A

5% 5% 3% 4% 3% 4%100%

68% 67% 68% 68% 68% 68%60%

80%

19% 21% 22% 24% 25% 25%

20%

40%

91% 90% 93% 92% 93% 93%0%

20%

M/A 12 M/J 12 J/A 12 S/O 12 N/D 12 J/F 13M/A 12 M/J 12 J/A 12 S/O 12 N/D 12 J/F 13

Weighted Out Of Stock Weighted Stocking

Volume Share Numeric Handling Distributiong

11ALL TYPES

Turnover Distribution Company 2 ‐ Region Importance (Jan/Feb 2013)

Region

Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Region 9 Total Country

Total Manufacture 2% 3% 1% 2% 5% 4% 8% 12% 62% 100%

Brand G 0% 2% 0% 1% 1% 37% 10% 0% 48% 100%

Brand E 2% 3% 1% 1% 5% 3% 8% 10% 67% 100%

Brand H 0% 2% 5% 4% 6% 7% 11% 35% 30% 100%

Brand K 0% 14% 1% 7% 2% 3% 12% 28% 33% 100%

2%Region 1

Region 2

Brand L 1% 4% 0% 20% 18% 6% 9% 8% 33% 100%

3%

1%2%

5%

62%

g

Region 3

Region 4

Region 5

4%8%

12%

Region 6

Region 7

Region 8

Region 9

All types 12

Turnover Distribution Company 2 –Region 9 Importance (Feb/Mar 2013)

RegionRegion

Region 9 North Region 9 Central Region 9 South Total Region 9

Total Manufacture 22% 64% 14% 100%

Brand G 9% 85% 6% 100%Brand G 9% 85% 6% 100%

Brand E 23% 64% 13% 100%

Brand H 8% 51% 41% 100%

B d K 2% 94% 4% 100%Brand K 2% 94% 4% 100%

Brand L 27% 67% 7% 100%

22%14% Region 9 North

64%

Region 9 Central

Region 9 South

All types 13

Distribution Efficiency (Jan/Feb 2013)

2.00

1.42

1.03 1.05 1.07 1.04

1.56

1.131.28 1.22

1.08

1 00

1.50

0.50

1.00

All Channel 2 Channel 3 Channel 4 Channel 5

Company 11 Company 12

Calculation:Calculation:VW Handling

‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐Numeric Handling

Numeric handling distribution: The percentage of shops within an area or outlet which have had stock of the product at either the opening or closing stock visit or which have made any purchases of the product during the period.

14All types

pWeighted handling distribution: Sales of the outlets in which a specific Brand/SKU is available from the total sale of all the outlets which sell that product.

THANK YOU EMRC#7, Sheik Bahayi sq. – Tehran, IranTel: +98 21 88 620 500Fax: +98 21 880 54 753E‐mail: [email protected]

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