1, 4 dimensions 6, Trade Desk 2, Getting Started 7, Spar - Recap 3, Intermediate 4, Scantrack 5, Homepanel NAVIGATING NIELSEN ANSWERS NIELSEN BROKEN INTO 4 DIMENSIONS PART 1 PART 2 PART 3 PART 4 MARKET PRODUCT FACT PERIOD Sales and Share (volume and value) Location of business Retail Selling Price (RSP) Product Availability (numeric, weighted and handling) Distribution Purchases* (by retailers) Stock facts* Reporting in monthly delivery database RMS and Tradedesk • Jan 2018 • Feb 2018 • March 2018 May be based on trade channel, geographic region, key accounts or a combination of these: • • • • • • Total SA MT & DT Total W Cape Total Supers Total Pick ‘n Pay Total PnP Supers WC PnP Super Fourways Crossing • • • • • • • Total category (ie. Toilet Tissue) Manufacturer Brand Price segments e.g. premium, economy Pack size segments e.g. 4s, 9s, 10s Format segments, e.g. 1Ply, 2Ply SKU • • • • • • • Periods can be manipulated to create 12mm, 6mm, 3mm, YTD etc *Pro tip – Look for the BDF dictionary under the “fact” tab, this contains the most common use fact types for ease of reference “MARKETS” Select the applicable account/region you are interested in the 1st tab (Markets)… *Pro tip – Spar data is reported at a DC level (distribution centre) due to how the business is structured. It is not the retail store and thus does not accurately represent consumer demand. “TOTAL MARKET” This tab shares the data to a particular region/account when selecting SOT fact.In the example below the data will be shared to “South Africa” as the database is pulling from row #1. We will need to share to South Africa (SDC) “PRODUCT” TAB This tab is where you select the product you want to review. Use the hierarchy provided on the “level tab” for ease of selection. Hierarchies provide an intuitive way to narrow down a large amount of data. *Pro tip – You can review at a manufacturer, brand, format, weight or sku level! “TOTAL PRODUCT” This tab shares the product data to a particular manufacturer/brand if desired. In the example below the data will be shared to “Total Hand and Body” as the database is pulling from row #1 “FACTS TAB” This tab is where you select the fact type which will prove useful. “FACTS” TAB – COMMONLY USED FACT TYPES Value Sales - Sales of an item to the consumer expressed in the country currency. Sales value is calculated by multiplying the volumes sold in packs by the price. Value % share - value sales calculated as a percentage of total category value sales. Volume/Pack Sales - Sales of an item to the consumers expressed as a standard unit of measure specific to each category. Volume/Pack % share - volume sales calculated as a percentage of total category volume/pack sales. Price per Volume - price compared across diff pack sizes. Price per Package - price of an individual pack. Num Distribution (avg) Wtd Distribution (avg) Rate of Sale (ROS) Number of stores selling Product Number of stores in Universe x 100 Sum of total category value sales in stores selling Product Sum of total category value sales in all stores selling the category Value Sales in stores selling x 100 x 100 Weighted Distribution in stores selling *Pro tip – Databases will either be read in litres, kg’s or packs (refer to the excel database subscriptions doc earlier) What are they? UNDERSTANDING THE BASIC FACTS USED BY NIELSEN What do they mean? How do we interpret them? Value / Volume / Packages/ Shares / Growths / Price and Distribution VOLUME SALES Sales of an item to the consumers expressed as a standard unit of measure specific to each category. Standard units are measured differently in each category -kg’s -litres -packs Volume sales - Dove shampoo 5800 1450 sales in litres sales in packs Interpretation: 1450 litres of NIVEA lotion were sold in retail outlets 5800 packs of NIVEA lotion were sold in retail outlets VALUE SALES Sales of an item to the consumer expressed in the country currency. Sales value is calculated by multiplying the volumes sold in packs by the price Can be converted to a standardized currency - Euros (€) - Dollars ($) - Etc. Value sales in R’000s - NIVEA Sun 11,6 Interpretation: R11600 worth of NIVEA Sun was sold in retail outlets MARKET SHARE Product sales calculated as a percentage of total category sales Volume – NIVEA On Volume sales Sales and share - Dove Roll shampoo Calculation: PRODUCT SALES CATEGORY SALES 6000 0 5000 4000 24% 0 0 20% Dove NIVEAsales sales 3000 0 6000 5000 2000 0 1000 0 1200 1200 0 Category sales Market share 0 RETAILER A RETAILER B Interpretation: NIVEA has the same sales in both retailers but in Retailer B NIVEA’S market share is higher as category volume sales are lower there TYPES OF PRICE Price per pack R41,99 • price of an individual pack • Made up by Promo & Non-promo R101,50/L Price per volume • compare across different pack sizes Relative price • calculated as an index 111 100 RETAIL SELLING PRICE (RSP) • The actual price of the product on the shelf recorded on the date of audit • Includes VAT • Expressed on a pack basis • Divide value by volume to get price per roll • Can include promoted price • Average price is weighted by the volume sales of the product • Excludes coupons LOCATION (SOT) VS SHARE Category and Brand Location by Region Brand Share by Region 100 22 17 80 13 6 WC 20 19 2 KZN 8 40 20 28 35,0 35,0 8,0 60 10,0 20,0 Brand D 15,0 20,0 50 Brand C 32,0 40 Brand B 20,0 30,0 40,0 30 Brand A 35,0 20 20 25 16 Brand A 30,0 15,0 10,0 0 0 Category 20,0 25,0 Brand B WC 20 10 EC 10 Gauteng 35,0 70 FS/NC NWLMLMP 31 30 EC 40,0 KZN 50 7 25,0 NWLMPMP 60 80 10 8 70 90 27 Gauteng 90 100 NUMERIC DISTRIBUTION Total Universe of 5 Stores A A A A B Numeric Distribution of: Brand A is : 4 5 = 80 % Brand B is : 2 5 = 40 % B WEIGHTED DISTRIBUTION VOLUME PER STORE A A A A B 15 25 5 50 B 30 Weighted Distribution of: Brand A is : 15+25+5+50 125 = 76 % Brand B is : 50 + 30 125 = 64 % = R125 PERIODS TAB This tab is where you select the time frame under review. You can access different periods under the user friendly “library” icon. *Pro tip – Best to review 12MM – 3MM and latest month to see the longer term trend TIME PERIODS In addition to knowing which Market and which Product you are wanting to see measures for, it’s important to know what time frame you want to look at. Retail Measurement data can be combined across standard and non-standard time frames to better address certain issues. Examples for the use of time periods: Long term trends: Moving Annual Totals Calendar years 60 50 40 Short term trends: Year to date Quarterly Monthly/Weekly (where available) To evaluate new launches/advertising: Pre Period(s) vs Launch/Advertising Period(s) vs Post Period(s) 30 20 10 0 MAT 2008 YTD Q1 ending June 09 2009 June 09 Jun-09 wk 26 2009 PERIODS: YTD & MAT Monthly periods are analysed in standard databases and weekly data in Scantrack YTD - a cumulative period starting from the beginning of the year through the most recent period. MAT – cumulative rolling total of the latest 12 months, 13-4 weekly or 6 bi-monthly periods. GETTING STARTED – THE BASICS FIRSTLY SELECT THE APPLICABLE DATABASE YOU WISH TO ACCESS UNDER “DATA CONTEXT” – THIS LINKS ANSWERS TO THE CORRECT DATABASE Then select “table report” for ad hoc runs WHAT NEXT – THIS MAY OCCUR TROUBLE SHOOTING Make sure that your link to the K-Drive is Green as this is where Nielsen sources the databases from SELECTING YOUR DATA FROM THE PRE-SET SELECTION THEN CLICK ON THE “SELECT” BUTTON TO CHOOSE THE CORRECT MARKET, BRAND, FACT AND PERIOD TYPE HOW TO EDIT YOUR OUTPUT LAYOUT HOW TO EXPORT TO EXCEL ADHOC AND HOW TO CREATE A NEW RANGE IN EXCEL HOW TO REFRESH YOUR REFRESHABLE POWERPOINT PRESENTATION EXCEL ADHOC ADD-INS TOOLBAR EXPLAINED What do these buttons do??!!! This is automatically selected if you want static periods that will not update deselect it. WHAT THE DATA SELECTING BUTTONS DO What do these buttons do??!!! PRODUCT TOTAL BY EXPLAINED PERIODS ROLLED ENTER THE PERIODS YOU WOULD LIKE TO SEE AS ROLLING PERIODS – TYPICALLY 3,6 OR 12 CREATE A REFRESHABLE PULL USING EXCEL AD-HOC • We would like to see NIVEA roll-on market share in value this year vs last year across accounts/customers. • We would also like to see which account is becoming more important to us? • Are we under or over indexed vs the category and where? • What would you do next to see what’s driving your share performance? Scantrack SCANTRACK Scantrack can answer: Did I gain share? Did I promote at the right depth? How did competitors respond? Were sales due to promotion? Was it effective and efficient? Incremental WHEN WE OVERLAY PROMTED AND NON-PROMOTED PRICING, PROMOTIONAL EFFICIENCY CAN BE ASSESSED Promoted Total Sales Subsidize d Base NonPromoted Scant rack . Baseline Sales *Pro tips - rather use monthly Scantrack databases as they include value data for all accounts (Shoprite group does not release weekly data) - Spar DC data is not included in Scan track WHICH IS SCANTRACK & WHICH IS RMS – CAN ANYONE TELL ME THE DIFFERENCE? 5 000 000 60,00 4 500 000 50,00 4 000 000 3 500 000 40,00 3 000 000 2 500 000 30,00 2 000 000 20,00 1 500 000 1 000 000 10,00 500 000 0 0,00 APR 2015 MAY 2015 JUN 2015 JUL 2015 AUG 2015 SEP 2015 OCT 2015 NOV 2015 Volume Sales DEC 2015 JAN 2016 FEB 2016 MAR 2016 APR 2016 MAY 2016 Price pr Package 2 500 000,0 60,0 2 000 000,0 50,0 40,0 1 500 000,0 30,0 1 000 000,0 20,0 Non Promo Volume Subsidized Volume Incremental Volume Price per Item W 29/05/16 W 22/05/16 W 15/05/16 W 08/05/16 W 01/05/16 W 24/04/16 W 17/04/16 W 10/04/16 W 03/04/16 W 27/03/16 W 20/03/16 W 13/03/16 W 06/03/16 W 28/02/16 W 21/02/16 W 14/02/16 W 07/02/16 W 31/01/16 W 24/01/16 W 17/01/16 W 10/01/16 W 03/01/16 W 27/12/15 W 20/12/15 W 13/12/15 W 06/12/15 W 29/11/15 W 22/11/15 W 15/11/15 W 08/11/15 W 01/11/15 Scant rack W 25/10/15 0,0 W 18/10/15 0,0 W 11/10/15 10,0 W 04/10/15 500 000,0 SCANTRACK CHARTS Scant rack SCANTRACK CHARTS Scant rack YOU HAVE THE FUNCTIONALITY OF VIEWING STORE PERFORMANCE, GREAT WHEN WANTING TO SEE HOW WELL SPECIFIC PROMOTIONS HAVE PERFORMED Scant rack STORES WITH GONDOLA ENDS VS NORMAL LAYOUT. IN THE TOP STORES HOW DOES YOUR BRAND COMPARE VS THE COMPETITOR TRADE DESK EXPLANATION TRADE DESK: A COMMON LANGUAGE BETWEEN RETAILER AND MANUFACTURER Manufacturer • Eliminates differences in Growths and Shares • Enables Benchmark comparisons • Common definitions • Provides mutual market understanding • Is a clear representation Retailer SOLUTION: TRADE DESK BENCHMARKS THAT MATCH EACH CHAIN’S REGIONAL STRUCTURE Manufacturer Deliverables Trade Desk Retailer Deliverables REGIONAL ISSUES • Each retailer has a different regional structure eg W.Cape as defined by PnP is not the same region as W.Cape defined by Shoprite (see maps). • In Trade Desk, Nielsen has created regional benchmarks that apply to that chain only eg Trade Desk PnP (W.Cape) is all chains in the W.Cape region as defined by PnP. This is NOT just PnP Stores; it is ALL STORES IN THE REGION AS DEFINED BY PNP • This will NOT match total Majors W.Cape, nor will it match Trade Desk Shoprite (W.Cape) because Shoprite has a different definition of what the W.Cape region is in terms of their buying structure. Shoprite includes stores all the way up to the border with Namibia. Spar also differs in terms of regional classification (see maps on following pages). • You CANNOT go to PnP and benchmark to total W.Cape Majors; you can only benchmark to their definition of W.Cape and you cannot compare any Shoprite stores to this because the Shoprite stores in their definition of W.Cape are not the same ones that are in the PnP definition of W.Cape. • This ensures that manufacturers do not violate the contract in terms of which no chain may be shown data on another chain. • Spar DC is included in all regional benchmarks which means for direct delivery categories and brands, the regional benchmarks may be smaller than total sales. GREAT NORTH KZN FS / N.CAPE EASTERN CAPE WESTERN CAPE Day@nielsen Source: Nielsen illustration NORTHERN REG GAUTENG / FREE STATE KZN EASTERN CAPE WESTERN CAPE Day@nielsen Source: Nielsen illustration NORTH RAND LOWVELD SOUTH RAND KWAZULU-NATAL WESTERN CAPE EASTERN CAPE Day@nielsen Source: Nielsen illustration WHICH MARKET SELECTION DEMONSTRATES… 12MM TY - CATEGORY GROWTH TOTAL TRADE DESK - NATIONAL TOTAL SHOPRITE TRADE DESK SHOPRITE (GRT NTH) SHOPRITE GREAT NORTH TRADE DESK SHOPRITE (GAUTENG) SHOPRITE GAUTENG TRADE DESK SHOPRITE (NORTHERN SHOPRITE NORTHERN REGION TRADE DESK SHOPRITE (FS.NC) SHOPRITE FS/NCAPE TRADE DESK SHOPRITE (KZN) SHOPRITE KWAZULU NATAL TRADE DESK SHOPRITE (E.CAPE) SHOPRITE E.CAPE TRADE DESK SHOPRITE (W.CAPE) SHOPRITE W.CAPE ANNUAL VOLUME GROWTH 14.2 22.9 16.5 39.2 12.0 36.5 22.2 40.9 11.5 11.4 14.2 16.8 11.7 4.3 10.4 17.0 GROWTH OF ALL STORES WITHIN SHOPRITE’S GRT NORTH REGION? GROWTH OF ALL SHOPRITE STORES WITHIN SHOPRITE’S GRT NORTH REGION? 57 SPAR DATA SOURCE SOLUTIONS ‘AUDIT’ DATA Industry Benchmark Representation - 100% Universe - 100% Category (Includes direct & non-Spar HQ purchases) - Repr Sample 1:4 & DC Scan WW methodology Distribution Centre (DC) SCANNING DATA Store Warehouse Withdrawal - 100% Universe 1:1 - Indirect delivery, excludes direct delivery - Included in Trade Desk, Scantrack DATA DIRECT Store Till-point - Growing but incomplete Universe - Distr is relative - Store level visibility -Cluster contains total category - Store level contains selected items Use for Company and Cross-category analysis Use for indirect delivery categories Use for store level drilldown Nielsen agreement with Spar is to collect ‘Purchases’ info from a sample of stores Nielsen agreement is to receive FULL scanning shipment data from DC No agreement for EPOS Scanning data by Store May only be supplier own sales NIELSEN’S POS SOLUTION TO READ SPAR SIGN UP A SAMPLE OF SPAR STORES RECEIVE TOTAL STORE POS DATA BY STORE EXPAND TO REPRESENT SPAR UNIVERSE Sampling around 1 in 4 Spar stores to ensure granular reporting is possible Capture actual sales from the recruited stores directly to consumers including actual RSP More trendable data to read Spar including a consistent sample base and actual value sales REPORTING OF SPAR POS SOLUTION ON FMCG How will you see be receiving the data initially? • • Periodicity • Initial data delivery will be with limited history – from Jan 2016 onwards. • Spar POS will have a 1 month lag in reporting, e.g. January data delivered in March (normally Jan data is delivered in Feb per normal reporting on other MBDs). Database Structure • The following regions and banners will be reported: SERVICES THAT BDF PURCHASE FROM NIELSEN Retail Measurement Services(RMS) Consumer Panel Survey (CPS) Use this for: • MT / DT / account split • Market / brand review • Sales value / volume • Wtd / numeric distribution • Avg price per vol/pack Use this for: • Penetration • Consumption • loyalty • LSM / regional bias Scanning data This is from till points, MT only (excludes Spar data) Use this for: • % vol sold on promo • Depth of promo • Subsidized / incremental sales, ie. Effectiveness of promo activity CAUTION – DISTRIBUTION IN SPAR SHOULD BE ROLLED Cool Kick RO 50ml - WSD Monthly 100 98 96 94 92 90 88 86 84 82 80 DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV 2016 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 NIVEA MEN COOL KICK RO 50ML Wtd Dist (Avg) Shoprite Wtd Dist (Avg) Spar Group DC Cool Kick RO 50ml - WSD - 12MM Roll 100 98 96 94 92 90 88 86 84 82 80 NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV 2016 2016 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 NIVEA MEN COOL KICK RO 50ML Wtd Dist (Avg) Shoprite Wtd Dist (Avg) Spar Group DC Reports can help answer these questions - Which account has driven our sales/share growth by category? - How does Sun competitive set differ in Clicks vs. Dis-Chem? - Which brands are we losing share to in Lip Care? Which accounts? - What is BDF Basket growth vs. Total PC? Total NIVEA? - Can you quantify NIVEA’s contribution to total PC market growth? Monthly Report - Have our key competitors been promoting more than NIVEA in PnP? Is NIVEA Sun priced as per target index or are we too cheap/expensive? What % of volume did our competitors sell on promotion in the L4WKS? How is NIVEA performing in the top ranked Category stores? How has NIVEA weekly distribution tracked vs. key competitors? Competitive Tracker - What are our Must-Stock SKUs by category? Have we lost, maintained or gained distribution on specific SKUs? Which region has driven our distribution gain/loss in Shoprite? Are there distribution gaps that we could close to drive sales? How do NIVEA SKUs rank in the different store formats and accounts? Assortment Priority List - How has Aftershaves pack sales trended over the last 12months? Who are the top manufacturers within Face Care? What are the top25 SKUs within Body? How are top competitor SKUs priced vs. NIVEA? Which NIVEA SKUs have driven our latest month performance? Standardized Category Report - How have NIVEA franchises (eg. B&W) performed within Female Deo? - How has the Even Tone segment performed since the launch of P&R? - Did our Cool Kick marketing campaign drive sales/share gains? - What competitor activity have we seen in-market over the last month? PowerPoint Manual | Corporate Communications Have our competitors launched new variants? 10/8/2024 | Page 63 - Category Commercial Update WHERE TO FIND WHAT? Scope Periods Facts Report Update Frequency MONTHLY (28th) All categories, brands, basket performance by Key Account 12MM, 3MM, 1MM, YTD (3 YR VIEW) Value/ Pack Sales, Share%, Growth% MONTHLY REPORT_BY RETAILER (VALUE)(PACK) All categories summary incl. tracking vs. share target & commentary 12MM, YTD, 1MM Value % Growth, Value % Share, Share Chg BDF MONTHLY SUMMARY Category, segment, manufacturer, brand, top25 SKUs performance by Account 12MM, 6MM, 3MM, YTD, 1MM TRENDED Value & Pack Sales, Share%, Growth%, RSP, WSD, NSD STANDARDIZED CATEGORY REPORT Cross-category store level pricing, shares, distribution (Body/Deo/Face/Sun/Shower) L13 WKS, L4 WKS, WEEKLY TRENDS Val/Pack % share, R Index, Promo/Non-promo price, % Vol on promo, WSD, NSD COMPETITIVE TRACKER Cross-category SKU level distribution by Account by Region 3MM PP, 3MM CURR, 1MM WSD i.e. Wtd selling distribution ASSORTMENT PRIORITY LIST MONTHLY (30th) Detailed category commercial view by segment/ account/ franchise/ campaign/ NPD All i.e. analysis dependent All facts incl. share of segments eg. Male/ Roll On/ Cleanse/ Anti-Age CATEGORY COMMERCIAL UPDATE MONTHLY (7th) Cross-category view on fastest growing brands to keep track of new entrants and/or big gainers 12MM, 3MM Value/ Pack Sales, Share%, Growth%, Incremental sales FASTEST GROWING BRANDS MONTHLY (28th) All categories, market and NIVEA growth trends + share by Account by Region 12MM, 3MM, YTD, 6M TREND Value Share%, Growth%, Location%, Location Chg ACCOUNT TRACKER Market Intelligence MONTHLY (30th) Market Intelligence MONTHLY (30th) Market Intelligence WEEKLY (Monday COB) Trade Analytics Trade Analytics Market Intelligence Market Intelligence MONTHLY (28th) Trade Analytics
