Nielsen/IRI Intro Session
What are Nielsen & IRI?
• Supplier of information to consumer
packaged goods industry
• Information supplied:
– Scanner data
– Manufacturer coupons & features
– Manufacturer displays
• Information helps companies to make more
informed decisions
How is Data Collected?
• Sample of stores (Grocery, Drug, Convenience,
Mass Merch., Warehouse stores)
• Scanner data
– UPC info, Price, Quantity all recorded
• Features
– Centrally collected and coded (daily)
• Displays
– Collected by store auditors (1X/week)
4 Data Dimensions
• Market
• Product
• Time
• Measure
Dimensions:Markets
• Markets can be organized by class of trade, region, or both (also
custom markets created by firms)
– COT
• Food
• Drug
• Mass
• Combined
– Region (usually dependent on company’s sales force organization,
I.e. Colgate= North, South, Pacific)
• North
• South
• East
• West
UAP CATEGORY- Size Trend - by COT
•Large sizes are increasing, small decreasing
YTD 00
YAG % Chg
3-O
Small
Large
46%
54%
-5%
+10%
Food
Small
Large
54%
46%
-9%
+10%
Mass
Small
Large
37%
63%
-3%
+12%
Drug
Small
Large
53%
47%
-1%
+7%
Dimension: Product
• The Brand?
• Particular Flavor?
• Particular Size?
You can select more than one SKU (including competitors).
Product
Category:
Manufacturer:
Type:
Trademark:
Flavor:
Diet Regular:
Caff. Free:
Size:
Carbonated Soft Drinks
Pepsi-Cola Company
Pepsi Colas
Pepsi Colas
Pepsi Colas-Wild Cherry
Pepsi Colas-Wild Cherry R
Pepsi Colas-Wild Cherry Regular C
Pepsi Colas-Wild Cherry Regular
Caff.12oz. 6 ct can
Time
• Generally 2 years available in database
• Broken into periods by Weeks
–
–
–
–
–
52 Weeks
26 Weeks
13 Weeks
Months – 4 or 5 Weeks
Individual Weeks
• Customizable periods
• Back data available
Measures
• Volume
• Distribution
• Sales
• Price
Measure:Volume
• Baseline
– Normal expected volume for the product in absence of
any store level promotional activity
– Estimated through modeling
• Incremental
– The proportion of total volume exceeding expected
(baseline) volume.
• Incremental Volume = Actual - Baseline
Changes in Volume (Baseline)
• Distribution Related
• Velocity Related
–
–
–
–
Price
Support (coupon, TV)
Awareness/Image
Competition
Volume
• Promoted
– Sold on either
• Display
• Feature
• Price Decrease (TPR)
• Non-Promoted
– Actual sales recorded for the weeks with no
promotional activity.
Comparison of Promoted and Incremental
Volume
120
100
40
50
60
50
Base & Incremental
Promoted & Non-Promoted
80
60
40
20
0
Base
Incremental
Promoted
Non-Promoted
10 cases of subsidized volume (volume that would have been expected without a
promotion)
Measure: Distribution
•
•
•
•
All Commodity Volume (ACV)
ACV Weighted Distribution
% Stores Selling
Average Weekly ACV Wtd
Measure: Distribution
Measure: All Commodity Volume (ACV)
Definition: The total annual dollar sales of all items sold. ACV
can be expressed for a particular geographic area,
retail outlet type (Food, Drug, Mass), key account or
RMA.
New York Total Market
$100MM ACV
New York
Pathmarks
$30 MM (30%)
New York
A&P
$15MM (15%)
Measure: Distribution
How Much Distribution Does My Brand Have?
Measure: ACV Weighted Distribution
Definition: The % of total ACV represented by stores where at
least one of a product was scanned.
ACV
Brand X
Brand Y
Store A
$30 MM
X
Store B
$40 MM
X
Store C
$15 MM
X
Store D
$15 MM
X
Total Mkt
$100 MM
70%
30%
Measure: Distribution
How Much Distribution Does My Brand Have
Over a 4 Week Time Period?
Store
%ACV
Wk 1
Store A
30%
Store B
40%
0%
Store C
15%
0%
Store D
15%
0%
Total Mkt
100%
Answer: 30%
X
30%
Wk 2
X
30%
Wk 3
X
30%
Wk 4
X
30%
4Wk Total
30%
30%
Measure: Distribution
How Much Distribution Does My Brand Have
Over a 4 Week Time Period?
Store
%ACV
Store A
30%
Store B
40%
Store C
15%
Store D
15%
Total Mkt
100%
Wk 1
Answer: 55%
Wk 2
Wk 3
Wk 4
4Wk Total
0%
X
X
40%
0%
40%
X
X
55%
15%
15%
0%
55%
Measure: Distribution
ACV Weighted Distribution vs. Stores Selling
Over a 4 Week Time Period?
Store
%ACV
Store A
30%
Store B
40%
Store C
15%
Store D
15%
Total Mkt
100%
Wk 1
Wk 2
Wk 3
Wk 4
4Wk Total
0%
X
X
40%
0%
40%
X
X
55%
15%
ACV Wtd Distribution=40% + 15%= 55%
% Stores Selling=2/4=50%
15%
0%
55%
Measure: Distribution
ACV Weighted Distribution vs. Avg Weekly ACV
Weighted Distribution Over a 4 Week Time Period?
Store
%ACV
Store A
30%
Store B
40%
Store C
15%
Store D
15%
Total Mkt
100%
Wk 1
Wk 2
Wk 3
Wk 4
4Wk Total
0%
X
X
40%
0%
40%
X
X
55%
15%
15%
0%
55%
ACV Wtd Distribution=40% + 15%= 55%
Avg Weekly ACV Wtd Distribution=(40+55+15+0)/4=27.5%
Measure: Sales
• Development Index: Per capita sales of a
product/category/brand in a particular geography
indexed to per capita sales of the same
product/category/brand at Total U.S.
(Product’s Volume in
Market/Population in
Market)
(Product’s Volume in
Total U.S./Population
in Total U.S.)
X 100
Sales
• CDI – Category Development Index
– Measures the Category’s volume development in a market
compared to the category’s development in the Total U.S.
• BDI – Brand Development Index
– Measures the Brand’s volume development in a market
compared to the brand’s development in the Total U.S.
• PDI – Product Development Index
– Measures the Product’s volume development in a market
compared to the product’s development in the Total U.S.
Sales
Example: Product Development Index
NY Mkt.
Total U.S.
Sales
150,000
4,550,000
Population Sales/Pop.
8,484,000
.01768
206,000,000 .0221
PDI = (.01768/.0221) x 100 = 80
Sales
Why use Development Indices?
– Help you to understand development by market
– Identify needs and opportunities
Guidelines for Reading Development Indices:
89 or below: Underdeveloped
90-110: Average Development
111 or above: Highly Developed
Sales
Basic Merchandising Conditions:
• Any Merchandising
– Includes all types of trade merchandising
•
•
•
•
•
Feature
Display
Feature and Display
Special Pack
Price Reduction (5% or greater)
Sales
Feature Only vs. Any Feature
Any Display
Any Feature
Display
Only
Feature
Only
Feature & Display
Sales
Merchandising Measures:
• % of Volume
– Percent of retail volume sold in conjunction
with trade merchandising activity
• % of ACV
– Measures “support”
– Percent of geography ACV that participated in
the trade merchandising activity
Measure: Share
• Share is a calculation based on unit, equivalized
unit, or dollar volume.
• Share measures
– Share = (product vol/ category vol) * 100
– EQ share (EQ units = # of equivalent weighted units
scanned for a product class or item)
– Share change vs. year ago (point change)
• This year’s share – last year’s share
– Look at relationship between share changes and category
volume changes
COT Segmentation - EQ Share
 Mass is the largest and fastest growing COT
1999 Category EQ Volume by Class of Trade
(% Change vs. YAG)
Drug
19.3%
(-0.7%)
Mass
46.3%
(+2.0%)
Food
34.4%
(-1.3%)
Category Dynamics -Consumer Hierarchy of Needs
• Consumers choose an AP/Deo product based on a hierarchy of needs which
begins with form, first and foremost
1. Form
•Sticks
•Gels
•Aerosols
•Roll-On
•Soft Solids
2. Gender
•Male
•Female
•Unisex
Low
Transferable
Demand
Source: Nielsen Household Panel
3. Brand
•Speed Stick
•Right Guard
•Lady Speed Stick
•Secret
4. Type
•AP
•Deo
5. Scent
•Scented
•Unscented
6. Size
•Large
•Small
High
Transferable
Demand
Measure: Price
• Retail price facts are gathered from:
– Retailer’s tapes
– Retail displays (marketing reps)
– Feature ads (feature coders)
• Price data is gathered separately from store movement data
(if feature prices found are lower than tape prices, tape
price is over-ridden)
Price
• Price Metrics
– Price per unit
• Package price for all scanned sales of a particular product
– Price per Equivalent Unit
• The package price for all sales of a particular product divided by the customdefined unit equivalency (i.e., price per pound)
– Average price
• Weighted average price for all scanned sales of a product (weighted average
price for a period is computed by dividing total dollars during the period by
total units sold [instead of dividing total price each week by the number of
weeks])
– Non – promoted price
• Actual product price in absence of a trade promotion (feature, display,
tpr)
– Promoted price
• Price in stores with a feature, display, or tpr
Okay, so how does this relate to
Brand Management and my job
this summer?
So, How Does This Apply to BM?
Hey Fuqua Intern, How can we sell the sales force on supporting Diet Mtn Dew?
Volume % Chg vs. YAG (G/D/M)
15%
13.7%
13.0%
Diet Dew
13.1%
10%
Diet Flavors
6.9%
5%
7.9%
5.8%
5.5%
5.3%
3.8%
Diet CSDs
2.6%
Diet Colas
3.1%
1.2%
0%
1998
Source: IRI G/D/M 7/00
1999
YTD
So, How Does This Apply to BM?
Hey Fuqua Intern, which SKUs do we really need to get out on shelf?
Channel ACV Weighted Distribution
Grocery
Diet Dew Diet Pepsi
Source: IRI ‘99
C&G
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%
So, How Does This Apply to BM?
Hey Fuqua Intern, Which 15 markets should we sample Diet Mtn Dew in?
Market
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Bottler
PBG
PBG
PBG
PBG
PBG
PBG
PBG
PBG
PBG
Detroit, MI
Tulsa, OK
Peoria/Springfield
Baltimore/Washington
Nashville, TN
Richmond/Norfolk
Mississippi
Birmingham/Montgom
Source: IRI G/D/M 7/00
PBG
PBG
PBG
PBG
PBG
F'99 Diet F'99 Reg
F'99 Diet
CDI
Dew PDI
Dew PDI
168
360
581
162
378
563
158
234
336
153
401
427
140
202
165
140
257
308
138
150
199
134
207
250
130
177
236
127
154
160
127
215
217
126
90
38
124
251
193
123
110
97
120
232
394
119
166
136
118
99
79
116
106
90
115
107
99
115
163
200
114
160
163
111
202
366
108
134
104
105
144
129
102
155
116
101
54
47
100
125
130
100
105
113
99
106
125
99
160
262
F'99 Diet
CSD
F'99 Diet F'99 Diet
Volume
Coke
CSD Per
Sales
Share
Cap
3,466,558
9
5.7
4,108,059
9
5.5
13,342,060
11
5.3
4,598,626
11
5.2
7,845,883
10
4.8
10,477,238
8
4.7
5,102,365
11
4.7
8,362,537
11
4.5
4,135,501
11
4.4
6,602,234
13
4.3
11,582,494
13
4.3
11,927,926
12
4.2
8,379,668
8
4.2
11,628,930
11
4.2
10,056,763
9
4.1
2,568,449
12
4.0
9,828,287
12
4.0
2,829,239
6
3.9
9,109,999
11
3.9
16,170,348
10
3.9
10,812,777
10
3.9
7,157,525
8
3.7
17,392,666
10
3.7
3,089,248
8
3.6
6,674,394
10
3.5
23,253,498
12
3.4
4,455,948
9
3.4
8,475,255
10
3.4
7,650,893
12
3.3
11,909,382
9
3.3
Questions?