1. Key definitions & calculation

2. A database is made of 4 dimensions
MARKETTRACK DATA
A database is made of 4 dimensions
PRODUCTS
MARKET
PERIODS
FACTS

3. Different Levels in your Product Tree
Products are down to SKU level and hierarchy is flexible for customization
Category
Total Category
Manufacturer
Manu 1
Manu 2
Others
Etc…
Brand
Brand A
Brand B
Brand C
Subbrand
Subbrand B1
Subbrand B2 NA
Function
Function 1
Function 2
Function 1
Function 2
Measurement
1’s
2’s
3’s
1’s
Packtype
90ml
66ml
90ml
78ml …… -M
-R (B/W- …..) -R
Item

4. Product - Classification
Displayable SKUs
Regular Pack (R)
Bonus Pack (B)
Multi Pack (M)
Banded Pack (B/W)
Normal Single Pack
With lucky draw coupon/free recipe without promotion indication
More than one identical unit packaged together
With additional volume written
More than one (identical) unit of a product packed together
Usually sold at reduced price
Same/cross category
Same/different brands/variant
Audit item/non-audit item
Knorr Chicken
Powder 500gm - R
Knorr Chicken Powder 500gm + 100gm - B
Mead Johnson Enfapro A+ 400gm*3s
Abbott Ensure NG Vanilla 900g-R B/W Rice

5. Banded Pack Audit Item Non-Audit Item
Banded packs exist in a variety of combinations in different categories. They can be classified as the following types:
Banded Pack with:
Audit Items
Cross Category (Different Brands) – e.g., Dove Body + Sunsilk Shampoo
Cross Category (Same Brands) – e.g., Nivea Deodorant + Nivea Body Milk
Same Category (Different Brands) – e.g., Dove Body Milk + Sunsilk Body Milk
Same Category (Same Brand and Same Variant) – e.g., Nivea Body Milk Cheery 200ml + Nivea Body Milk Cheery 100ml
Same Category (Same Brand and Different Variant) – e.g., Nivea Body Milk Cherry + Nivea Body Milk Coconut
Non-Audit Items
Audit Item
“+” Indicates Banded Pack, e.g = 750ml banded with 200ml, without the word “free” on the packaging
“>” Indicates FREE, e.g. 750 > 200 = 750 ml free 200ml
Non-Audit Item

6. Price calculation for banded packs
For Freebies: Assign full price to main item
For Non-Freebies: Pro rata pricing
Banded Pack
Freebies
Main Items at Full Price
Freebies at HK$0.01
Non-Freebies
Pro Rata Price
Free
Package Price = $10
Package Price = $10
Benchmark Market Price
Nivea Body Lotion = $9
Nivea Deo = $3
Ratio 9:3 = 3:1
Nivea Body Lotion= $10
Nivea Deo = $0.01
- main item of the banded pack MUST be audit item
- the tie-in can be audit / non-audit item
Pro Rata Price
Nivea Body Lotion
= $10 x $9 ÷ ($9 + $3) = $7.5
Nivea Deo
= $3 x $9 ÷ ($9 + $3) = $2.5

7. Wordings to be considered as “Freebies”
贈品 / Sample
試用裝 /Sampling Pack
Not for resale

8. Database Key Facts Value / Volume / Price
Numeric Distribution (Num Dist)
Weighted Distribution (Wtd Dist)
Sales Per Point of Distribution (S.P.P.D.)

9. Distribution – NUM & WTD
Numeric Distribution
Quantity - % of retailers handling your products
E.g. 75% = 75 stores out of a 100 handle your products
Weighted Distribution
Quality - for those retailers handling your product, what is the % sales contribution to total category
E.g. 94% = The 75 stores that handle your products representing 94% of the category value sales

10. Distribution – NUM & WTD
Numeric Distribution vs Weighted Distribution ~ Quantity vs Quality
Sales Value of Total Category = $100
Shop A
Shop B
Shop C
Shop D
Shop E X
X Y Z
X Y Z
Sales $5
Sales $20
Sales $25
Sales $45
Numeric Handling Distribution
Weighted Handling Distribution
Brand X
3/5 Stores
60%
$50 / $100
50%
Brand Y
2/5 Stores
40%
$45 / $100
45%
Brand Z
$65 / $100
65%

11. Productivity – S.P.P.D. Dollar Sales S.P.P.D = % Distribution
Sales per point of distribution (S.P.P.D)
Normally we use weighted distribution for the calculation of S.P.P.D since we would like to compare sales per equivalent base. This enables us to compare the productivity of different Brands across the shop floor.
Dollar Sales
% Distribution
S.P.P.D =

12. Summary of Key definitions & Definitions
Understanding of database structure and key data facts
There are 4 dimensions: Market / Product / Period / Facts
Each database will have its own market breakdown, product hierarchy, available periods based on client subscription and customization
There are different types of SKUs coded with -R/-M/(B/W)
Banded packs prices may be fully assigned to main item or by pro-rata
Numeric and weighted distributions measures the quantity and quality of distribution
SPPD measures the productivity of products / brands etc.
MARKETS
PRODUCTS
PERIODS
FACTS

13. Further questions & inquiries
Please feel free to reach your Nielsen service representatives!
Next, you may access the Nielsen database through our NAD software
For software trainings, please ask your service rep about the upcoming schedule
Also suggest to discuss with our team about your priorities and goals with Nielsen services so that we can move forward together
What is MarketTrack? It is…
“A continuous monitor of the sale of goods to purchasers through defined retail outlets”