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-Gaining general understanding
about market and consumer
before taking any marketing
action.
-Update changes market situat...
1. General Market Analysis
- Macro-economics:
- Trend/growth in GDP, CPI
- GDP structure
- Countries attractiveness to FDI...
3. Brand Share:
- Market share: brand sales/total market sales
- Purchase share
- Stock share
- Numeric Distribution: how ...
General Market Analysis
- Macro-economics:
- Trend/growth in GDP, CPI
- GDP/Capita
- Population, population structure (agi...
Penetration:
- Market penetration (%): Consumer Who Have Purchased a Product
in the Category/ Total Population
- Brand pen...
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong
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Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong

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Elite Program - Day 6.1 - Retail Audit & Consumer Panel - Khai & Huong

  1. 1. -Gaining general understanding about market and consumer before taking any marketing action. -Update changes market situation (from ourselves and competitors)
  2. 2. 1. General Market Analysis - Macro-economics: - Trend/growth in GDP, CPI - GDP structure - Countries attractiveness to FDI - Categories Overview: - Contribution of each categories to the whole market - Market growth (we took FMCG for example): Nominal growth = Volume change (%) + Unit value change (%) - Categories growth: in Value(%)-money and Volume(%)-SKUs Example of categories: Beverages, Food, Dairy, Home care, Personal care, Cigarettes - New brand- or New launch/category: number of products launch in periods of time. 2. Channel: - Store: MT (hypermarket, supermarket, convenience store, mall) & GT (wet market, grocery, street shop) - Number of Stores in periods of time - Retail store density: (number of stores/million population) - Number of Stores in region/city - Shopper frequency of visit: times/month - Store expansion: new stores/year - Trend: compare index from year to years - Example: urban shopper shifting from wet market to supermarket…
  3. 3. 3. Brand Share: - Market share: brand sales/total market sales - Purchase share - Stock share - Numeric Distribution: how many thousand stores that have at least 1 product of this brand? (gives you an idea of the reach of distribution) - Weighted distribution: how much sales those stores (that you’re) in account for the whole market? (gives you an idea of the quality of distribution) - Off-take
  4. 4. General Market Analysis - Macro-economics: - Trend/growth in GDP, CPI - GDP/Capita - Population, population structure (aging, urban/rural) - Consumer - Consumer confidence - Income of each class, region Behavior - Shopper - Spending priority - Channel priority - Shopping habit: frequency, value/1 occasion, time spending - Shopping influencers - Consumer - General Trend (health & natural, convenience, indulgence, tech…) - Usage of each category - Brand Preference - Activities & hobbies - Media - Admired people - Media channel (TV, Social network, smartphone…) - Internet using behavior - Trend: compare index from year to years - Example: Dairy products are consumed 12% more in urban from 2013 to 2014
  5. 5. Penetration: - Market penetration (%): Consumer Who Have Purchased a Product in the Category/ Total Population - Brand penetration (%): Consumer Who Have Purchased the Brand/ Total Population - Penetration share (%): Brand Penetration/ Market Penetration - Consumer reach point (million) = Brand penetration (million) * Frequency

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