of
INDIA
The Retail Audit provides manufacturers and retailers the ability to:
1. Improve Category Understanding: Where are the opportunities for category growth?
2. Track Retail Performance: What is my market share and trends? 3. Manage Distribution: Where are the distribution gaps and opportunities? Are out-of-stocks an issue? 4. Analyze Promotion Efficiency and Effectiveness: Which product promotions have the most impact on the company / brand growth? 5. Evaluate New Launches: How much has the overall market share grown as a result of the new launch? What is the post-launch distribution build up in successful cases?
The same fixed sample is audited on a monthly basis with field auditors physically counting retail stock holdings, then recording store purchases from any source (warehouse, wholesaler or direct).
The ongoing measurement of these variables produces consumer sales as well as vital in-store information.
Brand A & Brand B are competitive Premium Toilet Soap brands, in the same price segment, with an All India presence. They are sold through both Traditional and Modern channels.
However, at 7.5%, Brand B has a much higher Market Share in Modern Trade as compared to the 6.6% Market Share of Brand A. The difference in Share between Modern and Traditional Channel is also higher for Brand B indicating that it is well leveraged in the Modern Trade Channel. This data illustrates that the fast growing Modern Trade Channel holds immense potential for Brand A to increase its Market Share. How does Brand A go about it? By concentrating on key markets A quick look at Sales by Segments for Toilet Soaps in Modern Trade Channel across 15 Cities reveals that Mumbai, Chennai and Hyderabad are the top three markets for Toilet Soaps. Besides, Consumers in these markets have a higher affinity to Premium Soaps. Hence, to begin with, Brand A should concentrate on servicing these three cities. This will help drive an immediate Market Share gain for Brand A.
This is a one-stop solution that helps marketers create strategies for their sustainable business development!
Thank You
Presented by: Annie 214 Avishek Mukherjee 217 Rahul Grover 242 S Anamika 248 Sanjib Paul 251 Varun Gupta 265 Abhishek Sehra - 270