Julie Beattie Nielsen

7/21/2019 Julie Beattie Nielsen

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Nielsen/IRI Intro Session



What are Nielsen & IRI?

• Supplier of information to consumer packaged goods industry

• Information supplied: – Scanner data

– anufacturer coupons & features

– anufacturer displays• Information helps companies to make more

informed decisions



!o" is #ata $ollected?

• Sample of stores %rocery' #rug' $on(enience'

ass erch)' Warehouse stores*

• Scanner data – +,$ info' ,rice' -uantity all recorded

• .eatures

– $entrally collected and coded %daily*

• #isplays

– $ollected y store auditors %01/"eek*



2 #ata #imensions

• arket

• ,roduct

• 3ime

• easure



#imensions:arkets

• arkets can e organi4ed y class of trade' region' or oth %alsocustom markets created y firms*

– $53

• .ood

• #rug

• ass• $omined

– Region %usually dependent on company6s sales force organi4ation'I)e) $olgate7 North' South' ,acific*

• North• South

• 8ast

• West



+9, $9385R; Si4e 3rend ; y $53

YTD 00 YAG % Chg

3-O

Small 2<= ;>=

arge >2= @0A=

Food Small 54% -9%

arge 2<= @0A=

Mass

Small BC= ;B= arge 63% +12%

Drug

Small >B= ;0=

arge 2C= @C=

• Large sizes are increasing, small decreasing



#imension: ,roduct

• 3he Drand?

• ,articular .la(or?

• ,articular Si4e?

ou can select more than one SE+ %including competitors*)



,roduct

Categor! Car"o#ated $ot Dr&#'s

Ma#ua(turer! )e*s&-Coa Co,*a#

T*e! )e*s& CoasTrade,ar'! )e*s& Coas

Faor! )e*s& Coas-.&d Cherr

D&et /eguar! )e*s& Coas-.&d Cherr /

Ca Free! )e*s& Coas-.&d Cherr /eguar C

$&e! )e*s& Coas-.&d Cherr /eguar

Ca12o 6 (t (a#



3ime

• enerally F years a(ailale in dataase

• Droken into periods y Weeks

– >F Weeks – F< Weeks

– 0B Weeks

– onths – 2 or > Weeks

– Indi(idual Weeks• $ustomi4ale periods

• Dack data a(ailale



easures

• Golume

• #istriution

• Sales

• ,rice



easure:Golume

• Daseline

– Normal eHpected (olume for the product in asence of

any store le(el promotional acti(ity – 8stimated through modeling

• Incremental

– 3he proportion of total (olume eHceeding eHpected

%aseline* (olume)

• Incremental Golume 7 9ctual ; Daseline



$hanges in Golume %Daseline*

• #istriution Related

• Gelocity Related

– ,rice

– Support %coupon' 3G*

– 9"areness/Image

– $ompetition



Golume

• ,romoted

– Sold on either

• #isplay

• .eature

• ,rice #ecrease %3,R*

• Non;,romoted – 9ctual sales recorded for the "eeks "ith no

promotional acti(ity)



Co,*ar&so# o )ro,oted a#d #(re,e#ta

ou,e

60

40

50

50

0

20

40

60

0

100

120

ase #(re,e#ta )ro,oted 7o#-)ro,oted

ase #(re,e#ta )ro,oted 7o#-)ro,oted

10 (ases o su"s&d&ed ou,e 8ou,e that oud hae "ee# e:*e(ted &thout a

*ro,ot&o#;



easure: #istriution

• 9ll $ommodity Golume %9$G*

• 9$G Weighted #istriution

• = Stores Selling

• 9(erage Weekly 9$G Wtd



easure: #istriution

easure: 9ll $ommodity Golume %9$G*

#efinition:The tota a##ua doar saes o a &te,s sod AC

(a# "e e:*ressed or a *art&(uar geogra*h&( area<reta& outet t*e 8Food< Drug< Mass;< 'e a((ou#t or

/MA

7e Yor' Tota Mar'et

=100MM AC 7e Yor'

)ath,ar's

=30 MM 830%;

7e Yor'

A)

=15MM 815%;



easure: #istriution

>o Mu(h D&str&"ut&o# Does M ra#d >ae?

easure: 9$G Weighted #istriution

#efinition:The % o tota AC re*rese#ted " stores here at

east o#e o a *rodu(t as s(a##ed

9$G Drand 1 Drand

Store 9 BA 1

Store D 2A 1

Store $ 0> 1

Store # 0> 1

3otal kt 0AA CA= BA=



easure: #istriution

>o Mu(h D&str&"ut&o# Does M ra#d >ae

Oer a 4 .ee' T&,e )er&od?

$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota

Store 9 BA= 1 1 1 1 BA=

Store D 2A= A=

Store $ 0>= A=

Store # 0>= A=3otal kt 0AA= BA= BA= BA= BA= BA=

9ns"er: BA=



easure: #istriution

>o Mu(h D&str&"ut&o# Does M ra#d >ae


$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota

Store 9 BA= A=

Store D 2A= 1 1 2A=

Store $ 0>= A=

Store # 0>= 1 1 0>=3otal kt 0AA= 2A= >>= 0>= A= >>=

9ns"er: >>=



easure: #istriution

AC .e&ghted D&str&"ut&o# s $tores $e&#g


$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota

Store 9 BA= A=

Store D 2A= 1 1 2A=

Store $ 0>= A=


9$G Wtd #istriution72A= @ 0>=7 >>=

= Stores Selling7F/27>A=



easure: #istriution

AC .e&ghted D&str&"ut&o# s Ag .ee' AC

.e&ghted D&str&"ut&o# Oer a 4 .ee' T&,e )er&od?

$tore %AC .' 1 .' 2 .' 3 .' 4 4.' Tota

Store 9 BA= A=

Store D 2A= 1 1 2A=

Store $ 0>= A=


9$G Wtd #istriution72A= @ 0>=7 >>=

9(g Weekly 9$G Wtd #istriution7%2A@>>@0>@A*/27FC)>=



easure: Sales

• Deeo*,e#t #de:! ,er capita sales of a

product/category/rand in a particular geography

indeHed to per capita sales of the same product/category/rand at 3otal +)S)

8)rodu(t@s ou,e &#

Mar'et)o*uat&o# &#

Mar'et;

8)rodu(t@s ou,e &#

Tota B$)o*uat&o#

&# Tota B$;

100



Sales

• CD Categor Deeo*,e#t #de:

– easures the $ategory6s (olume de(elopment in a market

compared to the category6s de(elopment in the 3otal +)S)

• D ra#d Deeo*,e#t #de:

– easures the Drand6s (olume de(elopment in a market

compared to the rand6s de(elopment in the 3otal +)S)

• )D )rodu(t Deeo*,e#t #de: – easures the ,roduct6s (olume de(elopment in a market

compared to the product6s de(elopment in the 3otal +)S)



Sales

E:a,*e! )rodu(t Deeo*,e#t #de:

$aes )o*uat&o# $aes)o*7Y M't 0>A'AAA J'2J2'AAA )A0C<J

Tota B$ 2'>>A'AAA FA<'AAA'AAA )AFF0

)D 80160221; : 100 0



Sales

.h use Deeo*,e#t #d&(es?

– !elp you to understand de(elopment y market

– Identify needs and opportunities

Gu&de&#es or /ead&#g Deeo*,e#t #d&(es!

JK or elo": +nderde(elopedKA;00A: 9(erage #e(elopment

000 or ao(e: !ighly #e(eloped



Sales

as&( Mer(ha#d&s&#g Co#d&t&o#s!

• 9ny erchandising

– Includes all types of trade merchandising• .eature

• #isplay

• .eature and #isplay

• Special ,ack • ,rice Reduction %>= or greater*



SalesFeature O# s A# Feature

D&s*a

O#

Feature

O#

A# D&s*a A# Feature

Feature D&s*a



Sales

Mer(ha#d&s&#g Measures!

• = of Golume

– ,ercent of retail (olume sold in conLunction"ith trade merchandising acti(ity

• = of 9$G

– easures Msupport – ,ercent of geography 9$G that participated in

the trade merchandising acti(ity



easure: Share

• Share is a calculation ased on unit' eOui(ali4edunit' or dollar (olume)

• Share measures

– Share 7 %product (ol/ category (ol* P 0AA

– 8- share %8- units 7 Q of eOui(alent "eighted units

scanned for a product class or item*

– Share change (s) year ago %point change*

• 3his year6s share – last year6s share – ook at relationship et"een share changes and category

(olume changes



$53 Segmentation ; 8- Share

♦ Mass &s the argest a#d astest gro&#g COT

1999 Categor EH ou,e " Cass o Trade

8% Cha#ge s YAG;

Food

34.4%(-1.3%)

Mass

46.3%

(+2.0%)

Drug

19.3%(-0.7%)



Categor D#a,&(s -Co#su,er >&erar(h o 7eeds

LowTransferableDemand

HighTransferableDemand

1. Form 2. Gender 3. Brand 4. Type 5. !en" #. i$e

•Sticks•Gels•Aerosols•Roll-On•Soft Solids

•Male•Female•Unisex

•Speed Stick•Right Guard•Lad SpeedStick•Secret

•A!•"eo

•Scented•Unscented

•Large•Small

• $onsumers choose an 9,/#eo product ased on a hierarchy of needs "hich

egins "ith form' first and foremost

Source: Nielsen !ousehold ,anel



easure: ,rice

• Retail price facts are gathered from: – Retailer6s tapes

– Retail displays %marketing reps*

– .eature ads %feature coders*

• ,rice data is gathered separately from store mo(ement data

%if feature prices found are lo"er than tape prices' tape

price is o(er;ridden*



,rice• ,rice etrics

– ,rice per unit

• ,ackage price for all scanned sales of a particular product

– ,rice per 8Oui(alent +nit• 3he package price for all sales of a particular product di(ided y the custom;

defined unit eOui(alency %i)e)' price per pound*

– 9(erage price• Weighted a(erage price for all scanned sales of a product %"eighted a(erage

price for a period is computed y di(iding total dollars during the period y totalunits sold instead of di(iding total price each "eek y the numer of "eeks*

– Non – promoted price

• 9ctual product price in asence of a trade promotion %feature' display'tpr*

– ,romoted price

• ,rice in stores "ith a feature' display' or tpr



5kay' so ho" does this relate to

Drand anagement and my Lo

this summer?



3.1%

7.9%

1.2%

13.1%

5.5%

3.8%

5.8%

6.9%

5.3%

2.6%

13.0%

13.7%

0%

5%

10%

15%

1998 1999 YTD

Hey Fu!ua "#$er# Ho& 'a# &e se $e saes *or'e o# su++or$,#g D,e$ M$# De&-

Source: IRI G/D/M 7/00

ou/e % 0g s. Y23 (34D4M)

D,e$ De&

D,e$ 0oas

D,e$ Faors

D,e$ 0Ds

So' !o" #oes 3his 9pply to D?



3ro'ery 063

Diet Dew Diet Pepsi Diet Dew Diet Pepsi

6 Pack 45% 76% 9% 43%

12 Pack 88% 99% 22% 79%

24 Pack 28% 67% NA 12%

2 Liter 92% 98% 25% 85%

20 oz 48% 87% 91% 98%TM 99% 100% 92% 100%

Hey Fu!ua "#$er# &,' 78s do &e reay #eed $o ge$ ou$ o# se*-

0a##e 20 9e,g$ed D,s$r,:u$,o#

Source: IRI ‘99




Hey Fu!ua "#$er# 9,' 15 /ar;e$s soud &e sa/+e D,e$ M$# De& ,#-

Source: IRI G/D/M 7/00


Mar;e$ <o$$(er

F=99 D,e$

0D"

F=99 >eg

De& ?D"

F=99 D,e$

De& ?D"

F=99 D,e$

05D

.o(u/e

5a(es

F=99 D,e$

0o;e

5)are

F=99 D,e$

05D ?er

0a+

1 168 360 581 3466558 9 5!7

2 162 378 563 4108059 9 5!5

3 158 234 336 13342060 11 5!3

4 P"# 153 401 427 4598626 11 5!2

5 140 202 165 7845883 10 4!8

6 P"# 140 257 308 10477238 8 4!7

7 138 150 199 5102365 11 4!7

8 134 207 250 8362537 11 4!5

9 P"# 130 177 236 4135501 11 4!4

10 P"# 127 154 160 6602234 13 4!3

11 P"# 127 215 217 11582494 13 4!3

12 126 90 38 11927926 12 4!2

13 124 251 193 8379668 8 4!2

14 P"# 123 110 97 11628930 11 4!2

15 120 232 394 10056763 9 4!1

16 119 166 136 2568449 12 4!0

17 118 99 79 9828287 12 4!0

18 P"# 116 106 90 2829239 6 3!9

19 P"# 115 107 99 9109999 11 3!920 P"# 115 163 200 16170348 10 3!9

21 114 160 163 10812777 10 3!9

22 111 202 366 7157525 8 3!7

23 Detroit M$ P"# 108 134 104 17392666 10 3!7

24 T%&sa '( P"# 105 144 129 3089248 8 3!6

25 Peoria)*pri+,-ie&. 102 155 116 6674394 10 3!5

26 "a&ti/ore)asi+,to+ P"# 101 54 47 23253498 12 3!4

27 Nasi&&e TN P"# 100 125 130 4455948 9 3!4

28 ic/o+.)Nor-o&k P"# 100 105 113 8475255 10 3!4

29 Mississippi 99 106 125 7650893 12 3!3

30 "ir/i+,a/)Mo+t,o/ 99 160 262 11909382 9 3!3



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Julie Beattie Nielsen

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