The objective of this note is to familiarize you with the different data points given in the spreadsheet. The spreadsheet containing the data is a typical spreadsheet a Brand Manager keeps peering (and cursing!) at when he/she has to make the Monthly Plan for the Brand.
As can be seen, the data is classified into 5 broad categories:
Except for Internal Data, all information is purchased by the company from Market Research companies. Of these 4 data points, the Retail Audit Data is collected from Retailers whilst the other three data points are collected from consumers.
When collecting data from consumers, it is important to understand the difference between a cross-sectional study and a longitudinal study. To know more about this, please click here.
Consumer Track Data
Consumer Track data is a cross-sectional study while Consumer Panel Data and Media Data on GRP emerges from a longitudinal study. Please click here for a more detailed note on Consumer Tracks and how one interprets data generated from this source.
Columns B to D have the “Consumer Track” data. The frequency of this report is decided by the company. It could be once in a quarter – or every month. In this case, it is monthly data.
We have three sets of numbers here – all dealing with Awareness. The first (Column B) gives TOM Awareness – or Top of Mind (the Brand mentioned first). The second (Column C) gives Spont or Spontaneous (the Brands mentioned without any help from the person administering the instrument. This is also called Unaided Awareness). The third (Column D) gives Total Awareness – and includes Brands remembered after prompting. Please note that TOM Awareness is included in Spontaneous Awareness. Also, Total Awareness includes Spontaneous Awareness. Hence, if Total Awareness is 72%, it means that 28% are not aware of the Brand.
Consumer Panel Data
Columns E to G contain Consumer Panel Data.
Here again, we have 3 pieces of data. The first (Column E) gives “Category Penetration”. Put simply, if a geography has 100 households and 98 of those are using this category (in this case, soaps), the Category Penetration in 98%. Please note that the unit here is Households.
The second data point (Column F) is “Cumulative Trial” – and this is for the Brand in Question. As the name suggests, Cumulative Trial includes earlier trial. Hence, if we look at the Spreadsheet for the month of February, we see that Cumulative Trial is 16.2%. The number for the earlier month was 16.0%. Hence, the incremental trial in February is 16.2 less 16.0 = 0.2%.
The third data point (Column G) gives us the total number of “Households Buying” in the month. This is self explanatory. It tells us how many Households purchased Brand X in each month in Kolkata.
Click here for more ways of interpreting data generated from this source (particularly the isolation of Trial and Repeat Purchase).
Retail Audit Data
Data from the Retail Audit are placed in Columns H to M.
This may be a good time for you to familiarize yourself with the variables in greater detail. Do have a look at the piece on “Distribution". This gives some introductory information on the Distribution landscape for FMCG. It also introduces you to the various data points and how to interpret them. We urge you to go through this as it will help you understand the distribution dynamics of a Brand better.
Column H gives us the Market Size for Toilet Soaps in our territory (Kolkata) – and this data is given by Weight (kgs). This figure is the sale made to the consumer from a Retail Outlet, or Offtake).
Column J gives us the Sales (Sales made to the Consumer from a Retail outlet, or Offtake) of Brand X in Kolkata (by weight).
Column I is a derived number, which is Offtake of Brand X divided by Total Market Size – or Column J divided by Column H.
Columns K and L give us the Numeric and Weighted Distribution respectively. Column M gives data on PDO. These terms (and their implications) have been explained in detail in the piece on “Distribution".
Internal Data
Columns N to R give us data from internal sources. These are mainly sales and distribution data – and have been described in detail in the piece on “Distribution".
Column N gives us Primary Sales data – or sales of Brand X made by the Company to the Distributor (also called Stockist). Column O gives the Secondary Sales Data – or Sales of Brand X sold by the Distributor/Stockist to Wholesalers/Retailers.
Columns P and Q measure the performance of the feet on street (or those who sell to the retailers). Column P measures the total calls made by the feet on street while Column Q measures how many of these calls were productive calls (in the sense that the call resulted in a sale of Brand X).
Column R gives us the Sales Value in Rupee Terms of Brand X. This is the Value of Sales of Brand X made by company to the Distributor/Stockist (or Primary Sales).
Media Data
Columns S and T give us Media Data. Please familiarize yourself with the variables by clicking here. This introduces you to the various data points and how to interpret them.
Column S gives the GRP or Gross Rating Points for Brand X in Kolkata. Please note that this Data is for Television only and does not include Press, Radio, Outdoor or Digital. For every region, it is important for a Brand Manager to know the cost of each GRP (as that gives the Budget Outlay). For Kolkata, we are given that this is Rs. 10,000 per GRP.
Column T gives the SOV or Share of Voice. This is the GRP of our Brand in Kolkata divided by the Total GRP for the Category in Kolkata.
Now that we have been introduced to all the data points available to a Brand Manager, do have a shot at the Case. So, from now onwards, YOU are the Brand Manager of Brand X and are required to plan strategy for the Brand in Kolkata for the year 2015….
As can be seen, the data is classified into 5 broad categories:
- Consumer Track Data
- Consumer Panel Data
- Retail Audit Data
- Internal Data
- Media Data
Except for Internal Data, all information is purchased by the company from Market Research companies. Of these 4 data points, the Retail Audit Data is collected from Retailers whilst the other three data points are collected from consumers.
When collecting data from consumers, it is important to understand the difference between a cross-sectional study and a longitudinal study. To know more about this, please click here.
Consumer Track Data
Consumer Track data is a cross-sectional study while Consumer Panel Data and Media Data on GRP emerges from a longitudinal study. Please click here for a more detailed note on Consumer Tracks and how one interprets data generated from this source.
Columns B to D have the “Consumer Track” data. The frequency of this report is decided by the company. It could be once in a quarter – or every month. In this case, it is monthly data.
We have three sets of numbers here – all dealing with Awareness. The first (Column B) gives TOM Awareness – or Top of Mind (the Brand mentioned first). The second (Column C) gives Spont or Spontaneous (the Brands mentioned without any help from the person administering the instrument. This is also called Unaided Awareness). The third (Column D) gives Total Awareness – and includes Brands remembered after prompting. Please note that TOM Awareness is included in Spontaneous Awareness. Also, Total Awareness includes Spontaneous Awareness. Hence, if Total Awareness is 72%, it means that 28% are not aware of the Brand.
Consumer Panel Data
Columns E to G contain Consumer Panel Data.
Here again, we have 3 pieces of data. The first (Column E) gives “Category Penetration”. Put simply, if a geography has 100 households and 98 of those are using this category (in this case, soaps), the Category Penetration in 98%. Please note that the unit here is Households.
The second data point (Column F) is “Cumulative Trial” – and this is for the Brand in Question. As the name suggests, Cumulative Trial includes earlier trial. Hence, if we look at the Spreadsheet for the month of February, we see that Cumulative Trial is 16.2%. The number for the earlier month was 16.0%. Hence, the incremental trial in February is 16.2 less 16.0 = 0.2%.
The third data point (Column G) gives us the total number of “Households Buying” in the month. This is self explanatory. It tells us how many Households purchased Brand X in each month in Kolkata.
Click here for more ways of interpreting data generated from this source (particularly the isolation of Trial and Repeat Purchase).
Retail Audit Data
Data from the Retail Audit are placed in Columns H to M.
This may be a good time for you to familiarize yourself with the variables in greater detail. Do have a look at the piece on “Distribution". This gives some introductory information on the Distribution landscape for FMCG. It also introduces you to the various data points and how to interpret them. We urge you to go through this as it will help you understand the distribution dynamics of a Brand better.
Column H gives us the Market Size for Toilet Soaps in our territory (Kolkata) – and this data is given by Weight (kgs). This figure is the sale made to the consumer from a Retail Outlet, or Offtake).
Column J gives us the Sales (Sales made to the Consumer from a Retail outlet, or Offtake) of Brand X in Kolkata (by weight).
Column I is a derived number, which is Offtake of Brand X divided by Total Market Size – or Column J divided by Column H.
Columns K and L give us the Numeric and Weighted Distribution respectively. Column M gives data on PDO. These terms (and their implications) have been explained in detail in the piece on “Distribution".
Internal Data
Columns N to R give us data from internal sources. These are mainly sales and distribution data – and have been described in detail in the piece on “Distribution".
Column N gives us Primary Sales data – or sales of Brand X made by the Company to the Distributor (also called Stockist). Column O gives the Secondary Sales Data – or Sales of Brand X sold by the Distributor/Stockist to Wholesalers/Retailers.
Columns P and Q measure the performance of the feet on street (or those who sell to the retailers). Column P measures the total calls made by the feet on street while Column Q measures how many of these calls were productive calls (in the sense that the call resulted in a sale of Brand X).
Column R gives us the Sales Value in Rupee Terms of Brand X. This is the Value of Sales of Brand X made by company to the Distributor/Stockist (or Primary Sales).
Media Data
Columns S and T give us Media Data. Please familiarize yourself with the variables by clicking here. This introduces you to the various data points and how to interpret them.
Column S gives the GRP or Gross Rating Points for Brand X in Kolkata. Please note that this Data is for Television only and does not include Press, Radio, Outdoor or Digital. For every region, it is important for a Brand Manager to know the cost of each GRP (as that gives the Budget Outlay). For Kolkata, we are given that this is Rs. 10,000 per GRP.
Column T gives the SOV or Share of Voice. This is the GRP of our Brand in Kolkata divided by the Total GRP for the Category in Kolkata.
Now that we have been introduced to all the data points available to a Brand Manager, do have a shot at the Case. So, from now onwards, YOU are the Brand Manager of Brand X and are required to plan strategy for the Brand in Kolkata for the year 2015….
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