RETAILOCTOBER 2013

AUDIT

of contentsTable• Introduction

• Background• Objectives

• Operations• Data collection• Consistency in quality• Coding & data entry

• Characteristics• Panel distribution• Channel coverage• Product category

• Outputs• Audit cycle• Deliverables• Software• Conclusion

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6

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• Introduction• Background• Objectives

• Operations• Data collection• Consistency in quality• Coding & data entry

• Characteristics• Panel distribution• Channel coverage• Product category

• Outputs• Audit cycle• Deliverables• Software• Conclusion

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Page

INTRODUCTION

• Retail dashboard in 2008• Expanded in 2011• 45 full-time staff• Exclusive software for retail audit

Background

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• Retail dashboard in 2008• Expanded in 2011• 45 full-time staff• Exclusive software for retail audit

Gathering information on:• Sales trend• Stock level• Distribution (cities & channels)• Price

Objective

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Gathering information on:• Sales trend• Stock level• Distribution (cities & channels)• Price

OPERATION

Retail audit operation is consisted of various steps:

Analysis &reporting

Statisticalexpansion

Datagathering

Designpanel

Establishuniverse

operationRetail audit

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Analysis &reporting

Statisticalexpansion

Datagathering

Designpanel

Establishuniverse

Data collection

• Measurement of sales• Stock, purchases & price• Fixed samples• Monthly visit (Bimonthly cycle)• Various sources of data collection• Identifying products• Using internationally definitions

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• Measurement of sales• Stock, purchases & price• Fixed samples• Monthly visit (Bimonthly cycle)• Various sources of data collection• Identifying products• Using internationally definitions

Consistency in quality

• Audit starts on 1st day of each month• Next wave audits starts +-5 days• One field supervisor for each city• 25-30 % of the field work back checked• Panel drop outs < 3%• Use of official invoices (~ 30%)• Systematic audit method• Keeping accurate codebook

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• Audit starts on 1st day of each month• Next wave audits starts +-5 days• One field supervisor for each city• 25-30 % of the field work back checked• Panel drop outs < 3%• Use of official invoices (~ 30%)• Systematic audit method• Keeping accurate codebook

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CHARACTARESTICS

Iran urban population:48,259,964

TehranMashhad

Esfahan

Tabriz

Beside the separate report for these 5major cities, you will receive the regionalreport as below:

North: Rasht & SariSouth: Shiraz & AhvazWest: Hamadan, Kermanshah &OrumiyehIran central west: Karaj & QazvinIran central east: Yazd & Kerman

dist

ribut

ion

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Shiraz

Total 15cities : 21,913,406 Or 45% Iran urban population

Beside the separate report for these 5major cities, you will receive the regionalreport as below:

North: Rasht & SariSouth: Shiraz & AhvazWest: Hamadan, Kermanshah &OrumiyehIran central west: Karaj & QazvinIran central east: Yazd & Kerman

Pane

ldi

strib

utio

n

8 channel types are included in EMRC RA:These channels are categorized based on their selling areas except Cosmeticshops, Co-Ops, Kiosks & Pharmacies

+ 100 sqm(SS: 134)

10 – 99 sqm(SS: 962)

No specifiedmeasurement (SS: 587)

Channel coverage

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SupermarketLarge groceries

Between 40 – 99 sqm

Medium groceriesBetween 20 – 39 sqm

Small groceries- 20 sqm

Pharmacies

Co-Ops

Cosmetic shops

Kiosks

EMRC covers 2 different product categories

FoodFood Non-FoodNon-Food

Product category

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Food Non-Food

As per your request, we will add your product if it is not available in our product basket

OUTPUTS

Report delivery

• Reports will be delivered 25 days after field work• New product: after 2nd wave

Audit cycle

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Field work

Report delivery Field work

• Excel file• PPT format

•Retail audit software ( )

Average retail sale price (RSP)

Sales volumeVolume sharePurchase volumePurchase shareValue sales (Toomans/USD)Value shareShare in shop handling

Deliverables

Retail auditTotal :18

Sales

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Numeric & weighted handling distributionNumeric & weighted stock distributionNumeric & weighted OOS %Cost of OOSStock cover in daysShare In shelfStock count

Retail auditTotal :18

PriceStock

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Select periodSelect period

Select product

Retail audit Software

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Select period

Select channel & coverageSelect channel & coverage

Select deliverables

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Quick & efficient !

Retail audit software

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Run report

Export to excel

• Extensive panel• Reliable & up-to-date data• Full comprehension of the market

Therefore we can help in• In-depth information on your brand• Market evolution (Growth or Decline)• Competitors activity (Distribution, Pricing & …)• Improve sales & marketing decision making

Conclusion

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• Extensive panel• Reliable & up-to-date data• Full comprehension of the market

Therefore we can help in• In-depth information on your brand• Market evolution (Growth or Decline)• Competitors activity (Distribution, Pricing & …)• Improve sales & marketing decision making

YOUTHANKOCTOBER 2013

EMRC#7, Sheik Bahayi sq. – Tehran, Iran

Tel: +98 21 88 620 500Fax: +98 21 880 54 753E-mail: emrc@emrc.info

Retail DepartmentXpos@emrc.info

Kamyar EmamiRA Dept. Manager

Tel: +98 21 88620500 Ext.224E-mail : Emami@emrc.info