-MARKET RESEARCH . PART 2- Hieu Phan Giang Bui

YOUNG MARRKETERS

E L I T E 2

WHAT IS RETAIL AUDIT?

Retail Audit is:

+ Continuous tracking of product movement through retail outlet to capture

consumption of market. Retail audit measures MARKET SALES WHAT

Capture at point of direct distribute to consumer, to see whole market trends

and give detail analysis.

+ Retail Audit bases on 2 main facts:

• Consumer Support (Off-take)

• Distribution (Availability)

+ Mostly use in “Brand Monitoring” or “Brand Performance”.

+ Key facts:

Example:

=> Company growth in Shampoo: Growth good in Feb 12 – Feb 14, but

strongest growth goes to Dove, as key driver to growth.

Growth Drivers by MBD: Distribution/Off-Take trends (5-10)Value Sales (Mil. Vnd) - Hanoi TT | Period Ending FEB14 | Share of Total Category

Top N Val for MAT TY | Total Mkt

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB14

PURPOSE OF RETAI AUDIT

RETAIL AUDIT?

Overview of current market (Market Snapshot):

Overview of FMCG market and top

growth category

WHAT IS RETAIL AUDIT?

Overview of pricing trend in specific

category: Skin care cream: Mostly in

economy, low price trend, yet in fabric

enhancer, mainstream acts as major

contributor

Analysis and checking health of brand (In visibility and off-take)

HCMC - Top variant Performance6 Cities MT2Partial ex.PH - Value % Share | Period Ending JUN14 | Share of Total Category

Top N Val for MAT TY | Each Mkt

MAT LY MAT TY

Unilever

P&G

ICP

Unza

Viet Huong

Beiersdorf

Rohto Mentholatum

All Others

Kao

Lix

L'oreal

LG

Johnson&Johnson

Net

Linh Chi

Thorakao Lan Hao

Vico

Colgate Palmolive

Lion

My Hao

56.3

23.0

2.5

2.5

1.5

1.2

1.2

0.8

0.7

0.7

0.5

0.6

0.7

0.4

0.3

0.2

0.4

0.2

0.2

0.2

54.3

22.8

2.6

2.6

2.6

1.4

1.1

0.8

0.7

0.7

0.6

0.6

0.5

0.5

0.3

0.2

0.2

0.2

0.2

0.2

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14

HCMC - Top variant PerformanceTotal Rural - Value % Share | Period Ending JUN14 | Share of Total Category

Top N Val for MAT TY | Each Mkt

MAT LY MAT TY

Unilever

P&G

Viet Huong

ICP

Unza

Vico

Lix

Net

Thai Duong

Colgate Palmolive

Linh Chi

Duc Giang

All Others

Viet My

My Hao

Rohto Mentholatum

Beiersdorf

Chan Dat

Kao

LG

64.9

20.5

2.7

2.1

2.1

2.0

1.5

0.4

0.7

0.5

0.0

0.5

0.1

0.2

0.3

0.0

0.0

0.0

0.0

0.1

61.7

16.4

7.7

2.2

2.1

1.4

1.3

0.6

0.6

0.5

0.4

0.4

0.3

0.3

0.3

0.3

0.3

0.1

0.1

0.1

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14

Local companies are winning in share in both city and rural areas while major MNC is loosing

Availability (Distribution) Sales Team

Brand A have good both distribution

and consumer support, however

comparing brand B and C, each is

strong in different dimension => Give

recommendation to improve weakness

to enhance total SAL

STANDARD OF RETAI AUDIT REPORT

A. OVERVIEW AND TREND OF CURRENT MARKET:

Growth of market

Consumer confidence

B. REVIEW BRAND PERFORMANCE IN KEY FACTS –

INSIGHT:

- Value / Volume growth

- Value share of trade

- Share/growth in each brand

- Channel of SALEs

- Distribution overview: Stock, Out of stock, retailer

support

- Competition landscape

- Promotion, pricing, etc.

- => Define problem and areas to growth or

improvement

C. RECOMMENDATION

- Recommendation based on analysis

HCMC - Top variant Performance6 Cities MT2Partial ex.PH - Value % Share | Period Ending JUN14 | Share of Total Category

Top N Val for MAT TY | Each Mkt

MAT LY MAT TY

Unilever

P&G

ICP

Unza

Viet Huong

Beiersdorf

Rohto Mentholatum

All Others

Kao

Lix

L'oreal

LG

Johnson&Johnson

Net

Linh Chi

Thorakao Lan Hao

Vico

Colgate Palmolive

Lion

My Hao

56.3

23.0

2.5

2.5

1.5

1.2

1.2

0.8

0.7

0.7

0.5

0.6

0.7

0.4

0.3

0.2

0.4

0.2

0.2

0.2

54.3

22.8

2.6

2.6

2.6

1.4

1.1

0.8

0.7

0.7

0.6

0.6

0.5

0.5

0.3

0.2

0.2

0.2

0.2

0.2

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14

HCMC - Top variant PerformanceTotal Rural - Value % Share | Period Ending JUN14 | Share of Total Category

Top N Val for MAT TY | Each Mkt

MAT LY MAT TY

Unilever

P&G

Viet Huong

ICP

Unza

Vico

Lix

Net

Thai Duong

Colgate Palmolive

Linh Chi

Duc Giang

All Others

Viet My

My Hao

Rohto Mentholatum

Beiersdorf

Chan Dat

Kao

LG

64.9

20.5

2.7

2.1

2.1

2.0

1.5

0.4

0.7

0.5

0.0

0.5

0.1

0.2

0.3

0.0

0.0

0.0

0.0

0.1

61.7

16.4

7.7

2.2

2.1

1.4

1.3

0.6

0.6

0.5

0.4

0.4

0.3

0.3

0.3

0.3

0.3

0.1

0.1

0.1

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JUN14

Share of Unilever hair-care is loosing in both rural and urban.

Top competitors is growing: local companies (Viet Huong, ICP)

Example: HAIR CARE REVIEW: Overview of FMCG: suffer from decline in growth

Company brand performance:

- Volume/Value Growth

- Share decline/growth

Dig deeper into region/brands:

- Growth/Contribution in each

region/channels?

- Review distribution/stock/purchase in reach

region or channels: where is driver to

growth or source of decline, why? (Due to

out of stock or decline in purchase from

consumer?) => insight

WHAT IS CONSUMER PANEL?

+ Tracking of consumer purchase and behavior through

consumer shopping diary to capture consumer shopping

behaviors. Consumer Panel measure what CONSUMER

PURCHASE HABIT and beyond

Ex Frequencies shopping of consumer

base on different life-stage:

=> Married with kids shop most

frequent, biggest spending size =>

Potential segment to invest

PURPOSE OF CONSUMER PANEL?

OVERVIEW OF CONSUMER MARKET

TRACK CONSUMER HABIT AND CHANGING ON MARKET

Married with kids spend

much on company X

categories

Young adults living with

parents spends a lot on

personal care on

themselves more

X

STANDARD CONSUMER PANEL REPORT

1. MARKET OVERVIEW:

Overview of industry/FMCG

Overview of current consumer trends

Overview and current performance of category

2. CONSUMER STUDY:

Review landscape of consumer

Consumer spending/purchase frequencies/

place to shop/spending salience/ Average

spending per time of shopping/ Shopping

basket. Etc.

Brand penetration/Price index/competitors

analysis/Top channel to shop/

3. RECOMMENDATION:

Recommendation based on current analysis

THANK YOU