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Retail Index Enhancement

Retail Index Enhancement. November, 2008. Agenda. RI Enhancement Introduction Evolution of the Food Universe Expansion of POS Data Resources New Market Breakdowns Delivery Schedule Impact Analysis Results. RI Enhancement. 매출액 기준으로 할인점과 CVS 의 비중이 지속적으로 상승하는 추이를 보임.

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Retail Index Enhancement

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  1. Retail Index Enhancement November, 2008

  2. Agenda • RI Enhancement Introduction • Evolution of the Food Universe • Expansion of POS Data Resources • New Market Breakdowns • Delivery Schedule • Impact Analysis Results Food Index Enhancement

  3. RI Enhancement Food Index Enhancement

  4. 매출액 기준으로 할인점과 CVS의 비중이 지속적으로 상승하는 추이를 보임. Food Universe Trend ACV Importance (%) (Y2005-2007) ACV +3.3% (2006 vs. 2007 Growth Rate %) +2.3% (-8.5%) (+9.3%) (+5.2%) (+3.4%) (+4.8%) (+4.2%) (+5.0%) (+3.3%) • Source: (Y2005-2007) Nielsen Food Universe Food Index Enhancement

  5. 일반식품점의 점포 수가 지속적인 감소를 보인 반면, CVS의 점포 수는 증가하는 추이를 보임. Food Universe Trend Importance (%) (Y2005-2007) Store Count -2.7% -2.5% (2006 vs. 2007 Growth Rate %) (-7.5%) (+11.4%) (+6.9%) (+3.3%) (-3.4%) (-2.3%) (+8.1%) (-2.5%) • Source: (Y2005-2007) Nielsen Food Universe Food Index Enhancement

  6. MART BIG Cooperating Retailers 수가 지속적으로 증가함. The Status of Data Cooperation with Key Retailers Y2007 Y2006 ~Y2005 Y2008 Y2008 • Tesco, C4, LM, NACF, Lotte Super, Kim’s Mart, Big Mart, Mega, GS1, IGA Korea, 7-11(30 stores-ciga only) HE, Save Zone, CS Yutong, CMS 7-11(60 stores-all commodity), GS Retail Y2007 Y2006 • Tesco, HE, LM, NACF, Lotte Super, Kim’s Mart, Big Mart, Mega, GS1, IGA Korea, 7-11(30 stores-ciga only) HE, CS Yutong, CMS, Savezone ~Y2005 • Tesco, C4, LM, NACF, Walmart, Lotte Super, Kim’s Mart, Big Mart, Mega, GS1 IGA Korea, 7-11(30 stores-ciga only) • Tesco, C4, LM, NACF, Walmart, Lotte Super, Kim’s Mart, Big Mart, Mega, GS1 Food Index Enhancement

  7. Regular MBD Regular MBD Channel Breakdowns Current Enhanced • 할인점 • 대형직영 • 대형개인 • 소형직영 • 소형개인 • 일반식품점 • 할인점 • 체인대형수퍼 • 조합마트 • 개인대형수퍼 • 편의점 • 개인소형수퍼 • 일반식품점 Customized MBD • 신/체/백 (할인점+체인 대형수퍼 /백화점+CVS) • 농/수/축협 • 소형개인-CVS Food Index Enhancement

  8. Regular MBD Regular MBD Area + Channel Breakdowns Current Enhanced • 6 Areas / 13 Areas • 수퍼 • 일반식품점 • 서울 CVS • 6 Areas / 13 Areas • 대형수퍼 - 할인점 - 체인대형수퍼 - 조합마트+개인대형수퍼 • 소형수퍼+일반식품점 - CVS+개인소형+일반식품점 - 개인소형+일반식품점 • 서울 CVS Customized MBD • A1S, A2345 - 신/체/백 - 농/수/축협 - 소형개인-CVS Food Index Enhancement

  9. RI Enhancement Delivery Plan New MBD 적용 • Backdata - Jan07(JF07)부터 제공 • New Retailers - Homever(Y07), GS Mart, GS Supermarkets, 7-11 포함 Monthly 전환 • Bimonthly Category (A.Diaper, Baby Product) - ‘Nov08’data부터 Monthly로 조사(12월 delivery) Food Index Enhancement

  10. Summary Universe Evolution • As the food universe has changed dramatically and POS Data Resources have been expanded during the last few years, it is required that these kinds of changes should be reflected in Nielsen RI Data. New MBDs • Therefore, we are considering RI Enhancement which mainly consists of MBD Changes Data Accuracy • It’s obvious that RI Enhancement will reflect the actual market situation better and increase the structure of Nielsen Data, but a “Trend Break” will be inevitable due to Cell Structure changes. Food Index Enhancement

  11. Appendix: Impact Analysis Results • 전체 시장 규모 및 YK 점유율 비교 • 채널 구분의 세분화 • New Retailer 반영 이후 변동사항 Food Index Enhancement

  12. 전체 시장 규모 및 YK 점유율 비교 Food Index Enhancement

  13. 카테고리별 전체 시장 판매액 비교기준: 전국, 백 만원, YTD: YEP-JA Baby Bath Baby Shampoo Baby H&B FT BT KT WT SN DD AD Food Index Enhancement

  14. 카테고리별 YK(+SB) 판매액 점유율 비교기준: 전국, 판매액-%, YEP: Sep/JA, 각 카테고리=100% Baby Bath Baby Shampoo Baby H&B FT BT KT WT SN DD AD Food Index Enhancement

  15. 채널 구분의 세분화 Food Index Enhancement

  16. Current Enhance FT 채널 구분의 세분화기준: YK 판매액 점유율 %, FT=100% Enhanced Food Index Enhancement

  17. Current Enhance WT 채널 구분의 세분화기준: YK 판매액 점유율 %, WT=100% Enhanced Food Index Enhancement

  18. New Retailer 반영 이후 변동사항 Food Index Enhancement

  19. * ‘Enhanced’ 이후 Paper category 내 SB 반영율이 높아짐. 카테고리별 Store Brand 판매액 점유율 비교기준: 전국, %, YTD08(YEP:Sep), 각 카테고리=100% BT KT FT WT Food Index Enhancement

  20. 카테고리별 Store Brand 판매액 점유율 비교기준: 전국, %, YTD08(YEP:Sep), 각 카테고리=100% BT KT FT WT Food Index Enhancement

  21. * ‘Enhanced’ 이후, 할인점에서 YK는 모든 카테고리에서 점유율이 소폭 높아짐. 카테고리별 YK+SB의 판매액 점유율 비교기준: 할인점, %, YTD08(YEP:Sep), 각 카테고리=100% Food Index Enhancement

  22. * ‘Enhanced’ 이후, 할인점에서 MNSL은 점유율이 낮아짐. 카테고리별 MNSL+SB의 판매액 점유율 비교기준: 할인점, %, YTD08(YEP:Sep), 각 카테고리=100% Food Index Enhancement

  23. Thank you

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