Post on 18-Dec-2014
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RETAILOCTOBER 2013
AUDIT
of contentsTable• Introduction
• Background• Objectives
• Operations• Data collection• Consistency in quality• Coding & data entry
• Characteristics• Panel distribution• Channel coverage• Product category
• Outputs• Audit cycle• Deliverables• Software• Conclusion
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• Introduction• Background• Objectives
• Operations• Data collection• Consistency in quality• Coding & data entry
• Characteristics• Panel distribution• Channel coverage• Product category
• Outputs• Audit cycle• Deliverables• Software• Conclusion
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Page
INTRODUCTION
• Retail dashboard in 2008• Expanded in 2011• 45 full-time staff• Exclusive software for retail audit
Background
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• Retail dashboard in 2008• Expanded in 2011• 45 full-time staff• Exclusive software for retail audit
Gathering information on:• Sales trend• Stock level• Distribution (cities & channels)• Price
Objective
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Gathering information on:• Sales trend• Stock level• Distribution (cities & channels)• Price
OPERATION
Retail audit operation is consisted of various steps:
Analysis &reporting
Statisticalexpansion
Datagathering
Designpanel
Establishuniverse
operationRetail audit
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Analysis &reporting
Statisticalexpansion
Datagathering
Designpanel
Establishuniverse
Data collection
• Measurement of sales• Stock, purchases & price• Fixed samples• Monthly visit (Bimonthly cycle)• Various sources of data collection• Identifying products• Using internationally definitions
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• Measurement of sales• Stock, purchases & price• Fixed samples• Monthly visit (Bimonthly cycle)• Various sources of data collection• Identifying products• Using internationally definitions
Consistency in quality
• Audit starts on 1st day of each month• Next wave audits starts +-5 days• One field supervisor for each city• 25-30 % of the field work back checked• Panel drop outs < 3%• Use of official invoices (~ 30%)• Systematic audit method• Keeping accurate codebook
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• Audit starts on 1st day of each month• Next wave audits starts +-5 days• One field supervisor for each city• 25-30 % of the field work back checked• Panel drop outs < 3%• Use of official invoices (~ 30%)• Systematic audit method• Keeping accurate codebook
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CHARACTARESTICS
Iran urban population:48,259,964
TehranMashhad
Esfahan
Tabriz
Beside the separate report for these 5major cities, you will receive the regionalreport as below:
North: Rasht & SariSouth: Shiraz & AhvazWest: Hamadan, Kermanshah &OrumiyehIran central west: Karaj & QazvinIran central east: Yazd & Kerman
dist
ribut
ion
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Shiraz
Total 15cities : 21,913,406 Or 45% Iran urban population
Beside the separate report for these 5major cities, you will receive the regionalreport as below:
North: Rasht & SariSouth: Shiraz & AhvazWest: Hamadan, Kermanshah &OrumiyehIran central west: Karaj & QazvinIran central east: Yazd & Kerman
Pane
ldi
strib
utio
n
8 channel types are included in EMRC RA:These channels are categorized based on their selling areas except Cosmeticshops, Co-Ops, Kiosks & Pharmacies
+ 100 sqm(SS: 134)
10 – 99 sqm(SS: 962)
No specifiedmeasurement (SS: 587)
Channel coverage
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SupermarketLarge groceries
Between 40 – 99 sqm
Medium groceriesBetween 20 – 39 sqm
Small groceries- 20 sqm
Pharmacies
Co-Ops
Cosmetic shops
Kiosks
EMRC covers 2 different product categories
FoodFood Non-FoodNon-Food
Product category
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Food Non-Food
As per your request, we will add your product if it is not available in our product basket
OUTPUTS
Report delivery
• Reports will be delivered 25 days after field work• New product: after 2nd wave
Audit cycle
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Field work
Report delivery Field work
• Excel file• PPT format
•Retail audit software ( )
Average retail sale price (RSP)
Sales volumeVolume sharePurchase volumePurchase shareValue sales (Toomans/USD)Value shareShare in shop handling
Deliverables
Retail auditTotal :18
Sales
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Numeric & weighted handling distributionNumeric & weighted stock distributionNumeric & weighted OOS %Cost of OOSStock cover in daysShare In shelfStock count
Retail auditTotal :18
PriceStock
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Select periodSelect period
Select product
Retail audit Software
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Select period
Select channel & coverageSelect channel & coverage
Select deliverables
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Quick & efficient !
Retail audit software
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Run report
Export to excel
• Extensive panel• Reliable & up-to-date data• Full comprehension of the market
Therefore we can help in• In-depth information on your brand• Market evolution (Growth or Decline)• Competitors activity (Distribution, Pricing & …)• Improve sales & marketing decision making
Conclusion
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• Extensive panel• Reliable & up-to-date data• Full comprehension of the market
Therefore we can help in• In-depth information on your brand• Market evolution (Growth or Decline)• Competitors activity (Distribution, Pricing & …)• Improve sales & marketing decision making
YOUTHANKOCTOBER 2013
EMRC#7, Sheik Bahayi sq. – Tehran, Iran
Tel: +98 21 88 620 500Fax: +98 21 880 54 753E-mail: emrc@emrc.info
Retail DepartmentXpos@emrc.info
Kamyar EmamiRA Dept. Manager
Tel: +98 21 88620500 Ext.224E-mail : Emami@emrc.info