marketing

5. -Gaining general understanding
about market and consumer
before taking any marketing
action.
-Update changes market situation
(from ourselves and competitors)

6. 1. General Market Analysis
- Macro-economics:
- Trend/growth in GDP, CPI
- GDP structure
- Countries attractiveness to FDI
- Categories Overview:
- Contribution of each categories to the whole market
- Market growth (we took FMCG for example): Nominal growth =
Volume change (%) + Unit value change (%)
- Categories growth: in Value(%)-money and Volume(%)-SKUs
Example of categories: Beverages, Food, Dairy, Home care, Personal
care, Cigarettes
- New brand- or New launch/category: number of products launch in
periods of time.
2. Channel:
- Store: MT (hypermarket, supermarket, convenience store, mall) & GT (wet
market, grocery, street shop)
- Number of Stores in periods of time
- Retail store density: (number of stores/million population)
- Number of Stores in region/city
- Shopper frequency of visit: times/month
- Store expansion: new stores/year
- Trend: compare index from year to years
- Example: urban shopper shifting from wet market to supermarket…

7. 3. Brand Share:
- Market share: brand sales/total market sales
- Purchase share
- Stock share
- Numeric Distribution: how many thousand stores that have at
least 1 product of this brand? (gives you an idea of the reach of
distribution)
- Weighted distribution: how much sales those stores (that you’re)
in account for the whole market? (gives you an idea of the quality
of distribution)
- Off-take

8. General Market Analysis
- Macro-economics:
- Trend/growth in GDP, CPI
- GDP/Capita
- Population, population structure (aging, urban/rural)
- Consumer
- Consumer confidence
- Income of each class, region
Behavior
- Shopper
- Spending priority
- Channel priority
- Shopping habit: frequency, value/1 occasion, time spending
- Shopping influencers
- Consumer
- General Trend (health & natural, convenience, indulgence, tech…)
- Usage of each category
- Brand Preference
- Activities & hobbies
- Media
- Admired people
- Media channel (TV, Social network, smartphone…)
- Internet using behavior
- Trend: compare index from year to years
- Example: Dairy products are consumed 12% more in urban from
2013 to 2014

9. Penetration:
- Market penetration (%): Consumer Who Have Purchased a Product
in the Category/ Total Population
- Brand penetration (%): Consumer Who Have Purchased the Brand/
Total Population
- Penetration share (%): Brand Penetration/ Market Penetration
- Consumer reach point (million) = Brand penetration (million) *
Frequency