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RETAIL AUDITRETAIL AUDITFRUIT JUICEFRUIT JUICE
Feb ‐Mar 2013
c
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
3
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%
7
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
8
Top Manufacturers – (Average A/M 12:F/M 13)
Volume Share Value Share
All
37%Manufacturer 1 36%Manufacturer 1
Volume Share Value Share
21%Manufacturer 2 25%Manufacturer 2
17%Manufacturer 3 16%Manufacturer 3
6%
5%
Manufacturer 4
Manufacturer 5
6%Manufacturer 4
5%
3%
Manufacturer 5
Manufacturer 6
4%
3%
Manufacturer 5
Manufacturer 6
9
Top Manufacturers
Volume Share Value Share
All
120% 120%
Volume Share Value Share
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/
10
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%
12
Top Brands – (Average A/M 12:F/M 13)
Volume Share Value Share
All
35%Brand A 35%Brand A
Volume Share Value Share
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
14
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
15
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
16
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
17
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.
18
THANK YOU
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