Emrooz Marketing Research Co. (EMRC) -Retail Audit - Infant formula Sample Report

RETAIL AUDIT SAMPLE REPORTINFANT FORMULA

February – March 2013

ALL TYPE OF INFANT FORMULA

Market Segments Trend ‐ Seasonality

0.69 0.680.70

0.80

0.59

0.520.49

0.54

0.50

0.60

ion KG

)

TTL Infant Formula

0 30

0.40

0.50

e sales (M

illi TTL Infant Formula

A

B

C0.25 0.25 0.230.20

0.17 0.180.24 0.24 0.200.18

0.17 0.18

0.14 0.140.11 0 10 0.11 0.14

0.20

0.30

Volume C

D

0.100.05 0.05

0.04 0.04 0.04 0.04

0.00

0.10

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

3

Infant Formula Type Segmentation ‐ (Average April/May 12:February/March 13)

V l ShVolume Share Value Share

A; 37%

D; 8%

A; 36%C; 20%

D; 11%

C; 21%;C; 20%

B; 34%

B; 33%

4

Infant Formula Type Segmentation

V l ShVolume Share Value Share

8% 7% 7% 8% 8% 7%100%

11% 11% 11% 12% 12% 11%100%

21% 21% 19% 20% 22% 25%80%

D

C

19% 19% 17% 18% 20% 24%80%

35% 35% 34% 34% 35% 34%

40%

60%C

B

34% 34% 32% 32% 33% 32%

40%

60%

37% 37% 39% 38% 35% 34%20%

A 36% 36% 39% 38% 35% 33%20%

0%

A/M

12 /J 12

/S 12

O/N

12

/J 13

F/M

13

0%

M 12

/J 12

/S 12

N 12

/J 13

M 13

J/ A/ D/

A/M J/ A/

O/ D/

F/M

5

Region 1

Regional Split‐Volume share (Average April/May 12:February/March 13)

Region 16%

Region 27%

Region 945%

Region 35%

22%28%

Region 9 North

Region 9 Central Region 43%

45%

50%

28%Region 9 Central

Region 9 South

Region 58%

50%

Region 610%

Region 7Region 89%

g7%

6

Regional Split‐Volume share

4% 4%100% Region 8

%11% 11%

9% 11% 9% 7%7% 8% 7%

10% 10% 10%9% 11% 9%

4% 4% 5%

80%

100% Region 8

Region 7

Region 6

8%7% 7%7% 7% 7% 6%5% 4%5% 5% 6% 6%3% 3%2% 2% 3% 3%8% 8%9% 8% 7% 8%11%

60%

Region 6

Region 5

Region 4

44% 42%46% 45% 47% 48%

5% 5%6% 8% 7% 8%7% 7%

40%

Region 4

Region 3

Region 220% 19% 18% 19% 20% 21%

20%

Region 2

Region 1

Region 927% 27% 25% 24% 24% 24%

54% 54% 57% 57% 56% 56%

Region 9 North

Region 9 Central

0%

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

Region 9Region 9 Central

Region 9 South

7

Top Manufacturers – (Average April/May 12:February/March 13)

Volume Share Value Share

37%Company 1 35%Company 1






8

Top Manufacturers – (Average April/May 12:February/March 13)


100%

C 5

100%


13% 16% 21%9%

9% 9%11% 10% 8%

4%

4% 5% 7% 8% 9%80%

Company 5

Company 4

8%

5% 7%11% 12%

12%7%

8% 8% 10% 9%7%80%

25% 25% 16%12% 11% 13%

2% 17% 19% 21%

40%

60%

Company 3

2%12%

17%20% 23%

23%19%

21%11%

7% 7%8%5%

40%

60%

34% 34%41% 40% 38% 38%20%

Company 2

Company 135% 35% 39%

33% 32% 35%

2%

20%

0%

/M 12

J/J 1

2

A/S 12

/N 12

D/J 13

/M 13

0%

/M 12

J/J 1

2

A/S 12

O/N

12

D/J 13

/M 13

A/ A O D F/ A/ A O D F/

9

Top Players – Region Importance

Feb Mar 2012 Feb_Mar 2013

16%

5%

12%

1%1%0.1%4%

9%

7% 53%Company 5 9%

15%

6%

9%

1%

6%4%5%

13% 2% 45%Company 5

_

1%8%2%2%2% 18% 11% 46%

Company 3

Company 4

Not available in market 7%

6%

8%

5%

4%

3%

1%

7%

4%

9%

9%

11%

12%

5%

0.3%

45%

48%

Company 3

Company 4

6%

4%

10%

10%

6%

2%

3%

3%

3%

3%

10%

16%

7%

7%15%

47%

39%

Company 1

Company 2

8%

3%

5%

6%

6%

8%

1%

3% 13%

%

6%

10%

8% 6%

49%

47%

C 1

Company 2

5%

6%

8% 5%

6%

3%

3%

8%

3%

11%

10%

7%

7%

9%

8%

44%

47%

Total Infant Formula

Company 1

8%

8%

6%

6%

6%

3%

1%

8%

8%

7%

7%

10%

10%

5%

7%

48%

49%


Company 1

0% 50% 100%

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

0% 20% 40% 60% 80% 100%

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

10

Top Players – Region 9

Feb Mar 2012 Feb Mar 2013

23%

26%

53%

40%

24%

33%

C 1

Company 5 20% 59% 21%Company 5

Feb_Mar 2012 _

23% 53% 24%

Company 3

Company 1

Not available in market 27%

18%

57%

50%

16%

32%

Company 3

Company 4

23%

22%

39%

46%

38%

32%

Company 4

Company 2

26%

24%

55%

63%

19%

13%

C 1

Company 2

25%

23%

48%

39%

28%

38%


Company 4

25%

26%

56%

55%

20%

19%


Company 1

0% 50% 100%

Region 9 North Region 9 Centeral Region 9 South

0% 50% 100%

11

Top Brands – (Average April/May 12:February/March 13)


33%Brand A 32%Brand A


17%Brand B 16%Brand C

14%Brand C 12%Brand B

9%Brand D 9%Brand E

6%Brand E 8%Brand D

12

Top Bands


100%

d

100%


13%9%

9% 9%11% 10% 8%

4%

4% 5% 7% 8% 9%80%BrandE

BrandD 5% 7% 12%12%

7%

8% 8% 10% 9%7%80%

25% 25% 16%12% 11% 13%

2%13% 16%

16% 18% 20%9%

40%

60%

BrandC

12%16%

20% 22%23%19%

21% 11%7% 7%

8%5%11% 12%7%

40%

60%

30% 30%36% 35% 34% 34%

20%BrandB

32% 32% 36%29% 28% 32%

2%12% 20%

20%

0%

/M 12

J/J 1

2

A/S 12

/N 12

D/J 13

/M 13

BrandA

0%

/M 12

J/J 1

2

A/S 12

/N 12

D/J 13

/M 13

A/ A O D F/ A/ J A O/ D F/

13

120%

Brand Performance – Brand A

2% 0.1% 0.8% 6% 3% 1%

97% 97% 98% 97% 97% 95%

100%

60%

80%

30% 30%36% 35% 34% 34%

20%

40%

98% 99% 99% 93% 95% 97%

30% 30%

0%

20%

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

Weighted Out Of Stock Weighted Stocking

Volume Share Numeric Handling Distributiong

14

Turnover Distribution Company 1 ‐ Region Importance (February/March 13)

Region

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

Total Manufacture 7% 1% 8% 10% 7% 49% 5% 8% 6% 100%

Brand A 7% 1% 8% 10% 7% 48% 5% 8% 6% 100%

Brand F 2% 4% 9% 10% 2% 53% 3% 13% 4% 100%

49%

Region 1

Region 2

8%

5%

49% Region 3

Region 4

Region 5

6%

1%8%7%10%

7%

Region 6

Region 7

Region 8

Region 9

15

Turnover Distribution Company 1– Region 9 Importance (Feb/Mar 13)

Region

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

Total Manufacture 26% 55% 19% 100%

Brand A 26% 56% 18% 100%

Brand F 27% 47% 26% 100%

19% Region 9 North26%

Region 9 Central

55% Region 9 South

16

350

Cost Of Out of Stock

329

300

200200

250

man

s

179177187

200

150

200

Million Toom Brand B

Brand C

Brand A

108117

54

104

0

100

M

24

48

09

25

5449

3

2941

0

50

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

17

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

Date post:	29-Nov-2014
Category:	Marketing
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