Emrooz Marketing Research Co. (EMRC) -Retail Audit - Fruit Juice Sample Report

RETAIL AUDITRETAIL AUDITFRUIT JUICEFRUIT JUICE

Feb ‐Mar 2013

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ALL TYPE OF FRUIT JUICE

2

Market Segments Trend ‐ Seasonality

48.3050 00

60.00

Million Liter

43.3646.06

37.7534.49

37.5140.00

50.00

Total34.49

21.0723.21 22.12

30.00

Total

Type A

Type B

T C21.0718.06 16.78

18.58

14.0216.22 15.90

12.89 11.61 12.43

8.02 8.61 7.88 6 6510 00

20.00Type C

Type D

8.02 7.88 6.65 5.92 6.23

0.25 0.26 0.16 0.15 0.17 0.270.00

10.00

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

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Fruit Juice Type Segmentation ‐ (Average A/M 12:F/M 13)

V l ShVolume Share Value Share

Type B

34%

48%

Type D

T C

36%

46%

1%

18%

Type C

Type A1%

18%18%

4

Fruit Juice Type Segmentation

V l ShVolume Share Value Share

100% 100%

49% 48% 48% 48% 49% 50%80%

Type A 45% 44% 44% 47% 48% 46%80%

18% 18% 17% 18% 17% 17%40%

60%Type C

1% 1%

18% 18% 17%18% 18% 17%

40%

60%

32% 34% 35% 34% 34% 33%

1% 1% 1% 1%

20%

Type D

Type B 35% 37% 38% 35% 33% 36%

1% 1%1% 1%

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

Channel Split‐ Volume Share

(A A/M 3%13%

3%(Average A/M 12:F/M 13)

34%

47%

Trend 3% 3% 3% 3% 3% 3%

80%

100% Channel 5

34% 33% 34% 34% 33% 34%

47% 47% 46% 46% 47% 47%

40%

60%

80% Channel 4

Channel 3

Channel 2

3% 3% 3% 3% 3% 3%13% 13% 13% 14% 13% 13%

0%

20%

M 12

/J 12

/S 12

N 12

/J 13

M 13

Channel 1

A/M J/ A/

O/N D/

F/M

6

Region 7

Regional Split‐Volume Share(Average A/M 12:F/M 13) All

g4%

Region 811%

Region94%

19%Region 6 North Region 12%

Region 2

Region 654%

19%25%Region 6 North

Region 6 Central

Region 6 South7%

Region 3

56%Region 6 South

6%

Region 48%Region 5 8%Region 5

4%

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Regional Split‐Volume

4% 5% 4% 4% 4% 3%100%

All

8%4% 4% 4% 3% 3% 4%11% 12% 11% 9% 10% 11%

4% 4% 5% 4% 4% 5%4% 5% 4% 4% 3%

80%

100%Region 9

Region 8

R i 7

56%3% 2% 2% 3% 3% 3%7% 7% 7% 6% 6% 6%6% 6% 7% 6% 6% 6%

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

60%

Region 7

Region 5

Region 453% 53% 54% 56% 53% 53%

40%Region 3

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

20%Region 1

Region 6

27% 27% 25% 24% 24% 24%

54% 54% 57% 57% 56% 56% Region6 North

Region6 Central

Region6 South

0%

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

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Top Manufacturers – (Average A/M 12:F/M 13)

Volume Share Value Share

All

37%Manufacturer 1 36%Manufacturer 1




6%

5%

Manufacturer 4

Manufacturer 5

6%Manufacturer 4

5%

3%

Manufacturer 5

Manufacturer 6

4%

3%

Manufacturer 5

Manufacturer 6

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Top Manufacturers


All

120% 120%


4% 5% 6% 7% 8% 7%5% 5% 5% 5% 4% 4%3% 3% 4% 3% 3% 3%

80%

100% Manufacturer6

Manufacturer53% 5% 5% 6% 7% 7%5% 5% 4% 4% 4% 3%2% 2% 3% 3% 2% 3%

80%

100%

20% 20% 20% 21% 22% 21%

17% 17% 18% 16% 16% 16%4% 5% 6%

60% Manufacturer4

25% 26% 26% 24% 23% 26%

16% 17% 17% 16% 17% 15%3% 5%

60%

35% 35% 35% 37% 38% 40%

20% 20% 20%

20%

40%Manufacturer3

Manufacturer2 35% 34% 33% 38% 39% 39%

5% 26% 26%

20%

40%

0%

/M 12

J/J 1

2

A/S 12

/N 12

D/J 13

/M 13

Manufacturer2

Manufacturer1

34% 33%

0%

M 12

J/J 1

2

/S 12

/N 12

D/J 13

M 13

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

O/ D F/

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Top Players – Channel Importance

Total

All

3% 3% 4% 4% 2% 2% 4% 3% 5% 3% 4% 5%100% Channel 5

Total Juice

Manufacturer1 Manufacturer2 Manufacturer3 Manufacturer4 Manufacturer5

47% 47% 43% 45% 48% 48%53% 54%

39%52% 53%

45%

60%

80%Channel 4

38%40%

60%

Channel 3

11% 11%

34% 34% 37% 37% 32% 32%29% 27%

38%30% 28%

35%

20%

Channel 2

3% 3% 2% 1%7% 7% 2% 3% 2% 2%

13% 13% 14% 13%11% 11%

11% 13% 16% 12% 14% 14%0%

F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13 F/M

12 F/M

13

Channel 1

11

Top Players – Region Importance

Feb Mar 2012 Feb_Mar 2013

All

8% 25% 4% 41% 5%7% 11%Manufacturer5 16% 3% 21% 41% 4%13% 2%Manufacturer5

_

12%

3%

7%

18%

6%

5%

5%

8%

51%

38%

14%

6%

3%

19%

1%

3%

Manufacturer3

Manufacturer4

13%

5% 5%

3%

12%

14%

16%

4%

8%

44%

34%

16%

6%

4%

13%

1%

1%

Manufacturer3

Manufacturer4

7%

3%

6%

8%

5%

6%

3%

1%

59%

56%

10%

16%

2%

6%

5%

3%

Manufacturer1

Manufacturer2 3%

3%

1%6%

6%

9%4% 56% 12% 6% 2%Manufacturer2

6%

7%

7%

6%

8%

5%

4%

3%

52%

59%

12%

10%

4%

2%

4%

5%

Total Juice

Manufacturer1

6%

6%

3%

3%

6%

6%

9%

6%

4%

2%

53%

63%

11%

8%

5%

3%

3%

3%

Total Juice

Manufacturer1

0% 50% 100%

Region3 Region1 Region2 Region4 Region5 Region6 Region8 Region7 Region9

0% 50% 100%

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Top Brands – (Average A/M 12:F/M 13)


All

35%Brand A 35%Brand A


21%Brand B 25%Brand B

17%Brand C 16%Brand C

6%

5%

Brand D

Brand E

6%Brand D

5%

3%

Brand E

Brand F

4%

3%

Brand E

Brand F

13

100%

Brand Performance – Brand A All

5% 5% 3% 5% 2% 2%

79% 77%

80%

77% 75% 75% 72% 73%60%

35% 34% 33% 34% 36% 38%

20%

40%

84% 82% 83% 82% 82% 84%0%

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

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Turnover Distribution Alifard ‐ Region Importance (Feb/Mar 13) All

Region

Region1 Region2 Region3 Region4 Region5 Region6 Region7 Region8 Region9 Total Country

Total Manufacture 3% 6% 6% 6% 2% 63% 3% 8% 3% 100%

Brand A 4% 6% 7% 6% 2% 61% 3% 8% 3% 100%

Brand G 0.02% 2% 0% 0% 0% 94% 0% 3% 0.06% 100%

8%3%

3%

Region3

Region1

Re ion2

6%3%

6%

Region2

Region4

Region5

6%

2%

63% Region6

Region8

Region7

Region9

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Turnover Distribution Alifard – Tehran Region Importance (Feb/Mar 13) All

Region

Region6_North Region6_Central Region6_South Region6

Total Manufacture 22% 59% 19% 100%

Brand A 23% 59% 18% 100%

Brand G 10% 61% 29% 100%

22%19% Region6_North22%

Region6_Central

59% Region6_South

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Distribution Efficiency (Feb/Mar 13)

1.50

All

1.17 1.17 1.171.13

1.211.201.27

1.38

1.18 1.181.20

1.30

1.40

1.081.13

1.05 1.07 1.06 1.05 1.041.00

1.07

0.90

1.00

1.10

0.80

All Channel4 Channel1 Channel2 Channel3 Channel5

Manufacturer1 Manufacturer2 Manufacturer3

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20%

Share of month from total year’s off‐take All

18%

19%

16%

17% Total Juice

BrandA

14%

15%BrandB

BrandC

13%

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

This category is clearly seasonal, the colder, winter months represent less from the yearly sales and the hotter months of June, July & August take higher than average share within the year. Brand B follows category seasonality, the closest the pattern of Brand A is also in line with the t Al B d C l th t it fl t t h il f S t b tcategory. Also Brand C goes along the category, it fluctuate very heavily from September to

October.

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THANK YOU

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Emrooz Marketing Research Co. (EMRC) -Retail Audit - Fruit Juice Sample Report

Marketing

Transcript of Emrooz Marketing Research Co. (EMRC) -Retail Audit - Fruit Juice Sample Report