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GIỚI THIỆU & WARM-UP

Host Guest Speaker Guest Speaker

Chị Bùi Ngọc Anh Anh Nguyễn Tấn Vương Chị Mang Anh Nguyên
Marketing Specialist Manager - Retail Measurement Brand Manager tại Nestlé
tại Acecook Vietnam Service tại Nielsen
 THE X CAREER 2

Agenda

01 Retail Audit - mảnh ghép quan trọng của FMCG Marketing

02 Phân tích Data - không hề khó như bạn nghĩ

03 Áp dụng Retail Audit để làm chủ Marketing Campaign

04 Q&A
 THE X CAREER 2

01. RETAIL AUDIT

mảnh ghép quan trọng của FMCG Marketing
 TỔNG QUAN VỀ MARKET RESEARCH
THE X CAREER 2

Market research is key advisor/ partner

Helping clients identify and satisfy consumers’ needs

Where & What

demand
are coming from? SUPPLIERS/
CONSUMERS MANUFACTURERS

MARKET
RESEARCH
COMPANY

IMPROVE LIVES OF Satisfying demands

with engaging
HELP CLIENTS
CONSUMERS proposition WIN

01. Retail Audit - mảnh ghép quan trọng của FMCG Marketing
 TỔNG QUAN VỀ MARKET RESEARCH
THE X CAREER 2

Understand about Measurement vs Customized service

Group Measurement Index Customized Projects (Consumers Insights)

Digital Concept/Product TCV/Campaign

Type Retail audit Consumer audit Brand Health U&A
Effectiveness /Package test evaluation

Agency/
Service
Provider
Data from retailers
in different Measuring
channels in VN effectiveness of
Measuring brand
Description (Traditional Trade, Household data media campaign
equity & health
Modern Trade, on Digital
Ecommerce, Mom platform
& Baby) Vary and depending on projects brief

Value/Volume/Dist
Penetration, Brand power, Awareness
ribution/Retailers
Key metrics Frequency, pyramid, (reach),
support/Price
Spend/Trip, etc.. Brand image, etc.. conversion
Promotion, etc..

01. Retail Audit - mảnh ghép quan trọng của FMCG Marketing
 THE X CAREER 2

NHỮNG CHỈ SỐ RETAIL AUDIT SỬ DỤNG TRONG MARKETING

Các chỉ số từ
Brand Marketing team Action!
Market Research

01. Retail Audit - mảnh ghép quan trọng của FMCG Marketing
 CAREER PATH Skillset matters!
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Problem solving, Critical thinking, Analytical, Technical and Communication skills will still be relevant in near future

Market research Agency CPG Companies Others

Field Auditor
Data Collection Market research Dept E-com retailers
Recruiter/ Interviewer

Input/ Output Operation

Brand Marketing Consulting
Data Processing

Vertical
Data Science
Trade marketing Tech company
Product Leadership

Client Servicing
Sales Fintech
Account Management

Horizontal

01. Retail Audit - mảnh ghép quan trọng của FMCG Marketing
 THE X CAREER 2

02. PHÂN TÍCH DATA

không hề khó như bạn nghĩ
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3 CORE FACTORS IN AN ANALYSIS

CONNECT COMPARE DRILL DOWN

• Be mindful of the connection of • Compare with Category, • Drill data till the most granular
each data points; competitors over time; level like channels, regions,
• Identify causal relationship • Highlight the difference SKUs, etc..

02. Phân tích Data - không hề khó như bạn nghĩ

 Key retail measurement index
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• Purchases
• Purchase share

• Stock share
PURCHASE • Forward/reserve stock
• Stock to sales ratio
Stock cover day
STOCK •

• Volume/ Value sales

• Volume/ Value share VOLUME/ VALUE
• Volume/ Value share of trade

• Active Skus
• No of skus handled per store
ASSORTMENT • Value sales/No. of skus handled per store

• Numeric/ Weighted distribution

DISTRIBUTION
• Numeric/ Weighted out of stock

PRICE • Price per pack

CONSUMER • Average price per unit
SUPPORT
• Average SPPD

02. Phân tích Data - không hề khó như bạn nghĩ

© 2021 Nielsen Consumer LLC. All Rights Reserved.
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Value/volume sales, growth, share, & share of trade

FACTS DEFINITION IMPLICATION

Sales to consumers expressed in Measure total market size,
Value/volume sales
value/volume basis manufacturers/brand performance

Value/volume % of change in sales compared to a

Measure the growing speed of a product
growth certain point of period

Measure performance of a
Value/volume Share of a brand/SKU on either total
manufacturer/brand in a context with
share market or specific segment
competitors

Value/volume % sales from certain channels/ markets Measure the importance of specific
share of trade out of total business sub-markets to total market.

02. Phân tích Data - không hề khó như bạn nghĩ

© 2021 Nielsen Consumer LLC. All Rights Reserved.
 Distribution THE X CAREER 2

NUMERIC TOTAL STOCK DISTRIBUTION: represents the percentage of stores within the universe handling the product
during the audit period

WEIGHTED TOTAL STOCK DISTRIBUTION: % of category turnover (sales value) accounted for by those stores handling
the product during the audit period
= 10
1 1 1 1 1 1 1 1 1 1

BRAND A BRAND A BRAND A BRAND A

15 30 15 6 4 7 10 5 3 5

■ If Brand A is stocked in 4 stores, it has: = 100

⎼ 40% numeric total stock distribution

⎼ 70% weighted total stock distribution

Quality of distribution = weighted distribution / numeric distribution : 1.8

© 2021 Nielsen Consumer LLC. All Rights Reserved.
02. Phân tích Data - không hề khó như bạn nghĩ
 7 questions to develop analysis
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WHICH QUADRANT DID YOUR BRAND FIT IN? 1?

WHEN & WHERE DID THE ISSUE HAPPEN? 2?

WHO DID YOU 3? 4? WHY DO WE CARE TO

LOSE/GAIN THIS ISSUE YET THE
FROM? OTHERS?

5? WHAT DID
6Ps
HAPPEN?

6?
HOW TO RESOLVE/
IMPROVE IT?

7?
WHAT ELSE?
© 2021 Nielsen Consumer LLC. All Rights Reserved.
02. Phân tích Data - không hề khó như bạn nghĩ
 THE X CAREER 2

1? Which quadrant did your brand fit in?

Remember the context
Sales gain

Keep up
Accelerate
momentum

Share loss Share gain

Fix Accelerate

Sales loss
02. Phân tích Data - không hề khó như bạn nghĩ
© 2021 Nielsen Consumer LLC. All Rights Reserved.
 Craven falls in which quadrant in YTD TY?
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BAT Volume Share by brands – 36 Cities

Craven A & White Horse

Volume% growth
36CTs
YTD LY YTD TY

Total category 5% 12%

Craven A
-3% 7%

02. Phân tích Data - không hề khó như bạn nghĩ

© 2021 Nielsen Consumer LLC. All Rights Reserved.
 THE X CAREER 2

03.
ÁP DỤNG RETAIL AUDIT
để làm chủ Marketing Campaign
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Macro view - The growth is not evenly distributed across segments for Service sector
Retail for non-FMCG and Other drive for Service growth while Tourism & FMCG decline

Retail: +6.8%
FMCG in Nielsen: -4.0% (contributed ~8%)
Food (both FMCG & Non-FMCG): +9.5%
Educational goods: 5.8%
Home appliances: +5.3%

+5.1% Travel: -60.1%

Retail & Consumer Services growth Accommodation, F&B: -3.0%

Others: +3.9%
03. Áp dụng Retail Audit để làm chủ Marketing Campaign
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Key Trends - Affordability Reset | Consumers have different responses

Non-essentials observe down trading while Foods, Milk, PC & Baby Care see up trading

03. Áp dụng Retail Audit để làm chủ Marketing Campaign

© 2021 Nielsen Consumer LLC. All Rights Reserved.
 THE X CAREER 2

Key Trends - Upsizing Trend | Bigger packs are more preferred as offer more savings &
suitable for in-home consumption
Volume & Unit growth 2020 vs. YA
Vietnam

03. Áp dụng Retail Audit để làm chủ Marketing Campaign

© 2021 Nielsen Consumer LLC. All Rights Reserved.
 THE X CAREER 2

Key Trends - Channel Shifting | MT reinforces its importance

Value growth FY 2020 vs. YA

03. Áp dụng Retail Audit để làm chủ Marketing Campaign

© 2021 Nielsen Consumer LLC. All Rights Reserved.
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Key Trends - TET | Limit spending and becoming more picky in basket

Impact on TET’21 plans Impact on lifestyle

Q: How does Covid impact on your TET plans? Q: How does Covid impact on your lifestyle?

03. Áp dụng Retail Audit để làm chủ Marketing Campaign

© 2021 Nielsen Consumer LLC. All Rights Reserved.
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05.
Q&A
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Thank You!

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