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