MARKETING RESEARCH COMPANY 60 b Mykola Rudenko St., Dnipro, 49101 - - PowerPoint PPT Presentation

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MARKETING RESEARCH COMPANY 60 b Mykola Rudenko St., Dnipro, 49101 - - PowerPoint PPT Presentation

Apr 20, 2023 129 likes •470 views

MARKETING RESEARCH COMPANY 60 b Mykola Rudenko St., Dnipro, 49101 t e l . : + 3 8 0 6 7 9 1 4 5 8 0 9 Contact person: Vitaliy Kozlov, Development Manager Cellphone: +380-50-3627232, +380-97-4248617 e-mail: kozlov@mrc-brand.com www.mr

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MARKETING RESEARCH COMPANY

60 b Mykola Rudenko St., Dnipro, 49101 t e l . : + 3 8 0 6 7 9 1 4 5 8 0 9 Contact person: Vitaliy Kozlov, Development Manager Cellphone: +380-50-3627232, +380-97-4248617 e-mail: kozlov@mrc-brand.com

www.mr .mrc-bra rand.co .com

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YOUR NEW OPPORTUNITIES

WITH OUR DATA YOU WILL BE ABLE TO:

PLAN YOUR MARKETING BETTER ACCURATELY STUDY NEW AND EXISTING MARKETS FORM ADEQUATE PRICING QUICKLY TRACK THE COMPETITOR’S PRICES AND SALES

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WHAT WE DO FOR YOU:

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WHAT YOU GET:

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WHY MRC BRAND

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WHO WE ARE

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YOUR PARTNER «MRC BRAND»

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WE ARE TRUSTED BY

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  • SPECIALIZATION. FOOD PRODUCTS
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  • SPECIALIZATION. NON-FOOD PRODUCTS
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GEOGRAPHY OF POS DISTRIBUTION BY REGIONS

Data as of January 2018

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DATA GENERATION FLOWS

Primary reports (mass data) Structured reports and summary tables SQL-OLAP Integration with the Customer’s BI

MASS DATA PHYSICAL INSPECTION MASS DATA LOGICAL INSPECTION STRUCTURED REPORTS AND SUMMARY TABLES INSPECTION INTEGRATED INSPECTION

MDC (Multifactor Data Convergence)

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INTEGRATION WITH THE CUSTOMER’S BI

Data uploading to the Customer’s BI Data inspection and processing with due regard to the Customer’s requirements

including MDC (Multifactor Data Convergence)

Additional data collection

When necessary

Data adaptation to meet the Customer’s requirements

In terms of geography In terms of product categories In terms of formats

Technical Specifications negotiation with the Customer, including the definition

  • f the following:

Area breakdown Product categories File formats for uploading to the Customer’s BI Information delivery frequency

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OUR ADVANTAGES

  • 20 countrywide trade networks
  • Over 2400 retail units
  • All regions of Ukraine

Coverage

  • Totally for Ukraine / for each region / for each city
  • For product category / subcategory / based on the product’s feature (characteristics)
  • For each trade network / for each retail unit of the trade network
  • For a trademark / for each SKU with reference to the network and retail units

Data detalization

  • Provided data formats and structure
  • Information delivery frequency
  • Geography / categorization / analyzed values
  • Additional values to analyze / ready analytics subject to the request

Adaptation to meet the Customer's requirements

  • Data uploading automation
  • Databases synchronization

Integration with the Customer’s BI

  • Strategy decisions (corporate planning, pricing, assortment management, competitive analysis)
  • tactical operative decisions (promo activity analysis, distribution figures, experiments within

networks, sales and prices in retail units, sales plan / actual sales, sales personnel motivation

Field of application

  • Multilevel algorithm for MDC (Multifactor Data Convergence) data control
  • Possibility to verify data with respect to the actual shipments for networks

Quality and control of data

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ANALYSIS REPORT DETALIZATION MARKET

  • market dynamics and trends countrywide and per region
  • market capacity
  • number of retail units

PRODUCT CATEGORIES

  • product category/subcategory development
  • seasonality, trends, ratings, shares, segments
  • in relation to regions, networks, network retail units

BRANDS SKU

  • sales dynamics and ratings, shares, segments, brand cannibalism,

distribution, aggregates (in terms of networks, brands, SKU)

  • in physical and monetary terms
  • with respect to product characteristics/features
  • for regions, networks, network retail units in terms of brand/SKU
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EXAMPLES OF ANALYSIS REPORTS THAT CAN BE RECEIVED ON THE BASIS OF OUR DATA

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IN THE UKRAINIAN MARKET OF HARD LIQUORS RUM DOES NOT OCCUPY SUCH A SIGNIFICANT SHARE AS IN WESTERN COUNTRIES, BUT ITS CONSUMPTION KEEPS STEADILY GROWING DURING THE LAST 6 YEARS. EVEN IN 2014, A DIFFICULT YEAR FOR MANY IMPORTERS, RUM’S SHARE IN THE HARD LIQUORS SEGMENT INCREASED BY 27% COMPARING TO 2013, AND SALES AMOUNT – BY 22%, FROM 67.4 TO 82.2 THOUSAND DECALITERS IN 16 BIGGEST TRADE NETWORKS OF UKRAINE.

0,31% 0,38% 0,26% 0,29% 0,35% 0,50% 0,55% 0,51% 0,41% 0,39% 0,47% 0,96% 0,51% 0,47% 0,55% 0,52% 0,59% 0,96% 0,95% 1,00% 0,61% 0,60% 0,92% 1,40% 0,79% 0,74% 0,62% 1,04% 0,96% 0,88% 0,83% 1,01% 0,76% 0,78% 1,11% 2,08% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Rum’s share in hard liquor sales volume in Ukraine

2012 2013 2014

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RUM CONSUMPTION IN REGIONS VARIES INTENSELY: SALES SHARE IN KYIV , DNIPROPETROVSK, KHARKIV AND DONETSK REGIONS MAKES 4/5 OF THE TOTAL VOLUME. MILITARY CONFLICT IN THE EAST OF UKRAINE CAUSED THE DECREASE OF DONETSK REGION’S SHARE TO HALF AS IT WAS: FROM 7.5% TO 3.6%.

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ТОР BRANDS WITH RESPECT TO RUM CATEGORY IN REGIONS OF UKRAINE

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AVERAGE RETAIL PRICE PER BOTTLE IN REGIONS OF UKRAINE, UAH

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RUM ASSORTMENT IN UKRAINIAN RETAIL NETWORKS IS RATHER SMALL. FOR THE LAST 3 YEARS THE GREATEST MARKET SHARE IS OCCUPIED BY 4 BRANDS. HAVANA CLUB, WHICH HAS BEEN PREVIOUSLY OCCUPYING A SIGNIFICANT MARKET SHARE, NOW GIVES UP ITS POSITION IN

  • NETWORKS. PALMA MULATA, IMPORTED INTO NETWORKS BY FOZZY GROUP

, KEEPS ITS SALES VOLUME BUT GIVES WAY IN THE TOTAL SHARE OF THE GROWING MARKET. A QUARTER OF THE MARKET IS TRADITIONALLY KEPT BY CAPTAIN MORGAN BRAND OF DIAGEO CONCERN. MARKET GROWTH IN 2014 WAS ACHIEVED BY BACARDI: FOLLOWING THE RESULTS OF THE IV QUARTER OF 2014, THE BRAND SALES MADE OVER THE HALF OF THE TOTAL AMOUNT IN 16 BIGGEST RETAIL NETWORKS.

16,83% 13,59% 13,72% 17,31% 13,70% 17,66% 16,88% 16,54% 13,18% 16,05% 39,73% 50,55% 23,88% 23,41% 22,85% 22,54% 21,79% 18,27% 18,26% 42,95% 24,52% 32,63% 28,53% 29,98% 29,95% 25,48% 33,87% 46,17% 43,79% 37,35% 39,64% 24,63% 37,89% 30,29% 13,83% 6,78% 6,65% 12,55% 10,25% 4,18% 5,31% 7,30% 6,54% 3,41% 3,51% 3,68% 4,70% 2,20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 2Q 2013 3Q 2013 4Q 2013 1Q 2014 2Q 2014 3Q 2014 4Q 2014

Dynamics of rum brand shares in 2012-2014

  • ther

White Diamonds Palma Mulata Viejo Corsario CANUCA Old Nick Havana Club Old Monk Cayo Grande Club Captain Morgan Bacardi

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OVER THE QUARTER OF THE TOTAL RUM SALES WAS ALLOTTED TO SILPO NETWORK. FAR BEHIND, THERE FOLLOW METRO, ATB AND AUCHAN.

silpo; 27,34% metro; 11,88% atb; 11,34% auschan; 8,74% novus; 5,84% expansia; 5,76% kviza; 4,72% fora; 4,66% eko; 4,21% karavan; 3,31%

  • ther; 12,18%

RUM SALES DISTRIBUTION AMONG LEADING NETWORKS OF UKRAINE

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AN EXAMPLE OF SALES DYNAMICS ANALYSIS FOR THE CERTAIN SKU IN THE CERTAIN NETWORKS OF UKRAINE

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SKU: RUM BACARDI OAKHEART 0.5L RETAIL NETWORK: ATB YEAR: 2014

Index January February March April May June July August Septemb er Octobe r Novemb er Decemb er 2014, TOTAL Sales in retail units, bottles 529 359 238 155 111 76 49 30 11 7 589 615 790 Total number of retail units 836 845 854 866 872 877 878 838 751 741 728 734 899 Numeric distribution 63,28% 42,49% 27,87% 17,90% 12,73% 8,67% 5,58% 3,58% 1,46% 0,94% 80,91% 83,79% 87,88% Product units sold 3449 1080 633 349 252 179 117 81 27 8 6329 46193 58697 Average sales in the store 6,52 3,01 2,66 2,25 2,27 2,36 2,39 2,70 2,45 1,14 10,75 75,11 74,30 Bottle average price, UAH. 85,97 94,07 94,32 94,91 94,86 94,74 94,31 93,45 93,12 91,74 85,11 78,58 80,45

SALES DYNAMICS ANALYSIS

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RETAIL NETWORK: ATB YEAR: 2014

SKU January February March April May June July August Septemb er Octobe r Novembe r Decemb er 2014, TOTAL Rum Bacardi OakHeart 0.5l 34,38% 13,36% 8,16% 3,63% 3,96% 3,66% 2,20% 1,41% 0,44% 0,10% 45,99% 70,47% 38,88% Rum Bacardi Superior 0.5l 12,72% 5,81% 5,07% 2,82% 5,51% 5,93% 3,42% 1,65% 0,65% 0,29% 6,56% 7,10% 5,93% Rum Captain Morgan Spiced Gold 0,5 l 30,28% 24,43% 31,69% 55,40% 45,67% 64,06% 86,70% 89,44% 56,54% 50,04% 21,93% 13,64% 31,72% Rum Old Monk 1l 22,63% 56,39% 55,08% 38,16% 44,86% 26,34% 7,68% 7,50% 42,38% 49,57% 25,52% 8,79% 23,47% TOTAL 100,00% 100,00% 100,00% 100,00% 100,00% 100,00% 100,00 % 100,00 % 100,00% 100,00 % 100,00% 100,00% 100,00 %

COMPETITIVE ANALYSIS, SKU SALES SHARE

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RETAIL NETWORK: ATB YEAR: 2014

Rum Bacardi OakHeart 0.5l Rum Bacardi Superior 0.5l Rum Captain Morgan Spiced Gold 0,5 l Rum Old Monk 1l

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBERDECEMBER

Competitive analysis, SKU sales share

Rum Bacardi OakHeart 0.5l Rum Bacardi Superior 0.5l Rum Captain Morgan Spiced Gold 0.5l Rum Old Monk 1l

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RETAIL NETWORK: ATB YEAR: 2014 SHELF PRICE, NOVEMBER 2014

Price, UAH./Bottle. Outlet s Share 83,99 262 44,48% 91,99 109 18,51% 79,99 83 14,09% 86,99 58 9,85% 84,99 49 8,32% 89,99 19 3,23% 93,99 6 1,02% 87,99 3 0,51%

THE AVERAGE PRICE PER LITER

SKU January February March April May June July August September October Novembe r December 2014, TOTAL Rum Captain Morgan Spiced Gold 0,5 l 257 257 247 199 268 277 262 270 278 277 297 247 258 Rum Bacardi Superior 0.5l 206 232 233 232 234 234 230 229 229 228 233 220 222 Rum Old Monk 1l 132 145 143 148 150 166 195 192 191 191 190 190 167 Rum Bacardi OakHeart 0.5l 172 188 189 190 190 189 189 187 186 183 170 157 161 TOTAL 182 169 170 171 191 226 250 257 226 220 204 178 191

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AN EXAMPLE OF THE PROMO ACTIVITY ANALYSIS FOR THE CERTAIN SKU IN THE CERTAIN RETAIL NETWORK

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SKU: RUM BACARDI OAKHEART 0.5L RETAIL NETWORK: ATB PROMOTIONAL PERIOD: 09.12.2014 - 12.16.2014 NEWSPAPER OF RETAIL NETWORK: YES COMPETITIVE CAMPAIGNS: YES PROMO ACTIVITY RESULTS ANALYSIS

SKU Sales, bottles. Growth in sales in December comparing to November 2014 Promo Type of promo Rum Bacardi OakHeart 0.5l 46193 729,86% yes price promo (77,99 UAH.) Rum Bacardi Superior 0.5l 4651 515,06% Rum Captain Morgan Spiced Gold 0.5l 8941 296,26% yes price promo (119,99 UAH.) Rum Old Monk 1l 5761 164,04% Total 65546 476,28%

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SKU: RUM BACARDI OAKHEART 0.5L RETAIL NETWORK: ATB PROMOTIONAL PERIOD: 09.12.2014 - 12.16.2014 NEWSPAPER OF RETAIL NETWORK: YES COMPETITIVE CAMPAIGNS: YES PROMO ACTIVITY RESULTS ANALYSIS

5000 10000 15000 20000 25000 30000 35000 40000 45000 50000

November December Январь

6329 4404 3709 41789

Sales share of campaign SKU, bottles.

Usual price Campaign price

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SKU: RUM BACARDI OAKHEART 0.5L RETAIL NETWORK: ATB PROMOTIONAL PERIOD: 09.12.2014 - 12.16.2014 NEWSPAPER OF RETAIL NETWORK: YES COMPETITIVE CAMPAIGNS: YES TOP 10 RETAIL UNITS IN TERMS OF PROMOTION SALES AMOUNT, BOTTLES

TOP 10 stores according to the sales of campaign products Sales amount

  • f campaign

products, December 2014 Sales amount

  • f products

at the usual price, December 2014 ab_ul. Primakova, 10 345 98 ab_ul. Lebedeva Kumacha, 7b 303 19 ab_ul. Oktiabrskaya, 28/13 252 7 ab_uл. Kievskaya, 150 243 27 ab_pr. Lenina, 34 229 12 ab_ul. Marshala Timoshenko, 29 b 218 18 ab_ul. Kharkovskoe shosse, 152а 216 28 ab_ul. Rokossovskogo, 15 215 18 ab_sq. Tsentralnaya, 2 215 8 ab_ul. Mishugi, 6 213 27

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SALES GAIN DISTRIBUTION DURING THE CAMPAIGN MONTH IN RELATION TO THE PAST MONTH IN REGIONS (BOTTLES)

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49000, г. Днепропетровск, ул. Симферопольская, 21/102 тел.: +380-56-7892122 Контактное лицо: Козлов Виталий Владиславович, менеджер по развитию моб.: +380-50-3627232, e-mail: mrcbrand2014@gmail.com

USE THE SERVICES OF MRC BRAND MARKETING RESEARCH COMPANY FOR DEVELOPMENT OF YOUR BUSINESS

60 b Mykola Rudenko St., Dnipro, 49101 t e l . : + 3 8 0 6 7 9 1 4 5 8 0 9 Contact person: Vitaliy Kozlov, Development Manager Cellphone: +380-50-3627232, +380-97-4248617 e-mail: kozlov@mrc-brand.com

www.mr .mrc-bra rand.co .com