Copyright 2000 ACNielsen 1 Wines of South Africa Tuesday 2 nd July 2002
Copyright 2000 ACNielsen 2 Information Services Retail Measurement Consumer Panel Services Media Measurement Services Customised Research Services Internet Services Information Delivery Services Merchandising Services Integrated Information Solution Value Added Services Modelling & Analytical Services Client Services Manufacturers Retailers Services SalesFinance HRMarketing Buying Category Management Merchandising MediaLogistics Global Service
Copyright 2000 ACNielsen 3 Merchandising Services SPACEMAN - Global Brand Europe, America’s, Asia Pacific and Emerging Market Regions 45 Countries Worldwide 16 Languages LOCAL TEAMS Account Management Business Consulting Support Teams
Copyright 2000 ACNielsen 4 Tailor Made Consulting Identify Business Issue Set objectives Assess available information and data gaps Set desired end results Produce Business Case
Copyright 2000 ACNielsen 5 Examples of Client Consultancy Production of business cases for increased share of space on shelf New product launch - positioning of product on shelf Integral part of Category Management Studies Strategy and Tactics Phase Providing expertise to back up Space planning departments Packaging redesign - production of planogram scenarios
Copyright 2000 ACNielsen 6 Integration of Information Sources Key Account Data Category Management Studies Store Audit Information Consumer Research - Qualitative & Quantitative Current Planograms Use of Client Specific Attributes
Copyright 2000 ACNielsen 7 Key inputs into space allocation on shelf Space allocation on shelf Merchandising Guidelines Marketing Strategy Consumer Decision Tree Category Assessment KAD Category Management Consultancy Customised Research Store Audits
Copyright 2000 ACNielsen 8 Client Case Study The following slides show a case study conducted for a client The ability to incorporate data using SPACEMAN Connectivity is displayed
Copyright 2000 ACNielsen 9 Chilled Fruit Juice Planogram The following slides provide an analysis of a Chilled fruit juice planogram by Multiple Grocer The objectives of the study were to provide a business case for changing the space allocation between sectors based on their performance
Copyright 2000 ACNielsen 10 Current Juice Planogram & Segmentation
Copyright 2000 ACNielsen 11 Chilled fruit juice planogram
Copyright 2000 ACNielsen 12 Colour Key: Red = From Concentrate Blue = Not From Concentrate Aqua = Freshly Squeezed Purple = Juice Drinks Block Segment Analysis
Copyright 2000 ACNielsen 13 Colour Key: Yellow = Orange Green = Apple Blends Red = Grapefruit Purple = Other Flavour Segment Analysis
Copyright 2000 ACNielsen 14 Planogram Flow Planogram leads in with Juice Drinks > From Concentrate > Not From Concentrate > Freshly Squeezed
Copyright 2000 ACNielsen 15 Planogram Flow cont. Merchandising in vertical blocks Premium juice drinks are currently displayed within the Freshly Squeezed segment
Copyright 2000 ACNielsen 16 Ranked Sales Density This shows the return on space invested on the planogram, measured in £/cm generated. Any forms of data can be used for this analysis eg profit, volume etc Sales is a calculation of Weighted Rate Of Sale (WROS) x Average Price
Copyright 2000 ACNielsen 17 Under/Overstocks Identification - using Retailer specific merchandising criteria
Copyright 2000 ACNielsen 18 Under/Overstocks Retailer criteria may include the minimum number of products required on shelf to maintain: Adequate case quantity holding How often the products need to be refilled due to sales levels Green products are overstocked Red products are understocked White products are at optimum stock level
Copyright 2000 ACNielsen 19 Under/Overstocks results. Identify which products are overstocked/understocked Are there any trends e.g. particular brands/ manufacturers which are generally overstocked/understocked
Copyright 2000 ACNielsen 20 Quadrant Analysis - Stars, Cash Cows etc
Copyright 2000 ACNielsen 21 Quadrant Analysis of Fruit Juices Criteria: Sales £12 and Volume 8 Units
Copyright 2000 ACNielsen 22 The Solution...
Copyright 2000 ACNielsen 23 Proposed Chilled Fruit Juice Planogram
Copyright 2000 ACNielsen 24 Block Segment Analysis For the Proposed Planogram Colour Key: Red = From Concentrate Blue = Not From Concentrate Aqua = Freshly Squeezed Purple = Juice Drinks
Copyright 2000 ACNielsen 25 Flavour Segment Analysis For the Proposed Planogram Colour Key: Yellow = Orange Green = Apple Blends Red = Grapefruit Purple = Other
Copyright 2000 ACNielsen 26 Space analysis by segment Based on Base Units and Base Value Current Planogram Space Allocation Proposed Planogram Space Allocation What The Data Recommends
Copyright 2000 ACNielsen 27 Space analysis by brand Based on Base Units and Base Value Current Planogram Space Allocation Proposed Planogram Space Allocation What The Data Recommends
Copyright 2000 ACNielsen 28 Space analysis by flavour Based on Base Units and Base Value Current Planogram Space Allocation Proposed Planogram Space Allocation What The Data Recommends
Copyright 2000 ACNielsen 29 The proposed plan has been constructed so that the space allocated to the sectors is more in line with the performance of the retailer and reflects the general market performance The flavour and manufacturer split was also taken into account Space analysis
Copyright 2000 ACNielsen 30 Summary of service Extremely client focused - Client specific Effective use of available data Using ACNielsen expertise to provide a business solution to specific business issues
Copyright 2000 ACNielsen 31 ACNielsen Merchandising Services Consultants Samir Bhaloo (Consultancy Manager) +44 (0) (Direct Phone) +44 (0) (Fax) Hamish McKay (Senior Consultant) +44 (0) (Direct Phone) +44 (0) (Fax)
Copyright 2000 ACNielsen 32