Value, Size , Share, Growth of category, segments &

How to Analyze a Category

competitors

Val % Val %
Value Val % Val % Val %
share of share of
Data For 1 Year (MAT) Sales share of
category
share of
segment
Change vs.
(MM) category segment YA
+/- YA +/- vs. YA

Total Laundry Wash $ 301 ? 0.0% 100% 0% 0%

My Manufacturer $ 50 ? 6.3% 23% 4.2% 19%
Company A $ 99 ? 3.3% 15% 3.3% 17%
Company B $ 78 ? -6.5% 34% -5.5% -13%
All Other Companies $ 73 ? -0.4% 28% -0.5% -1%
Total Standrad Powder Brands $ 231 ? -0.4% 100% 0.0% 0%
My Brand $ 32 ? 4.6% 14% 5.2% 32%
Brand A $ 58 ? -4.0% 23% -6.3% -10%
Brand B $ 49 ? -3.4% 15% -65.0% -4%
Brand C $ 30 ? 3.5% 21% 3.8% 8%
Brand D $ 28 ? -4.3% 17% -17.0% -13%
All Other Stand Powder Brands $ 34 ? 3.3% 10% 3.2% 12%
Total Premium Powder $ 11 ? -0.6% 100% 0.0% -16%
My Brand $ 3 ? -0.7% 36% 0.6% -16%
Brand A $ 4 ? -0.7% 33% 3.7% -8%
All other Premium Powder Brand $ 4 ? 0.0% 31% -4.5% -28%
Total Liquids $ 57 ? 4.0% 100% 0.0% 6%
 Ranging, Share of SKUs & Distribution Pricing

No. SKU Share of Price per Everyday

NO. SKU Share of Distributi Distr: % Price per
Sold +/- SKU % +/- Unit % +/- Shelf Price
Sold SKU % on % +/- vs. YA Unit ($)
vs YA vs. YA Chg YA per unit ($)

100 -7 100% 0% 96% 0% $ 2.75 0% $ 3.06

16 3 16% 4% 89% 3% $ 3.01 -6% $ 3.15
26 1 26% 3% 96% 0% $ 2.37 3% $ 2.72
29 -3 29% -1% 93% 1% $ 3.20 4% $ 3.55
29 -8 29% 0% 77% 20% $ 2.80 -3% $ 3.01
65 -7 65% -2% 96% 0% $ 2.63 0% $ 2.90
10 2 10% 3% 89% 3% $ 2.93 -5% $ 3.07
20 -4 20% -2% 93% 1% $ 3.12 3% $ 3.45
13 -4 13% -3% 96% 0% $ 1.96 0% $ 2.32
6 0 6% 0% 87% 2% $ 3.00 1% $ 3.40
6 -2 6% -1% 77% 20% $ 3.42 0% $ 3.93
10 1 10% 2% 45% 3% $ 2.23 -1% $ 2.39
9 -6 9% -5% 59% -3% $ 4.06 25% $ 5.04
2 -1 2% -1% 59% -3% $ 4.53 4% $ 4.87
4 1 4% 1% 37% 7% $ 3.63 4% $ 3.90
3 -6 3% -5% 17% -13% $ 7.00 98% $ 3.81
26 6 26% 7% 85% -1% $ 3.10 -2% $ 3.43
Pricing Promotional Activity

Everyday No. of No. of

Price per Weeks on No. of No. of weeks
Shefl Price Price per weeks on weeks
kg % Price Promo weeks on on retailer
per Unit % kg Price display
Chng +/- +/- YA display Ad/Coupon
+/- Chag YA Promotion +/- vs YA

-2% $ 5.66 0% 42 0 12 -2 16
-14% $ 5.33 -7% 14 -5 2 -2 4
2% $ 5.22 2% 26 2 5 2 2
2% $ 6.42 2% 22 -3 5 -1 2
-4% $ 5.82 2% 20 -5 0 0 8
-2% $ 5.42 0% 42 -6 8 -5 14
-13% $ 5.12 -5% 12 -4 1 -3 3
1% $ 6.25 3% 20 -4 4 -2 4
-2% $ 4.67 0% 22 0 6 -1 2
1% $ 5.80 1% 20 0 6 2 2
-3% $ 6.47 1% 20 -6 4 1 3
-2% $ 4.80 4% 16 -1 6 1 0
24% $ 10.95 4% 34 -5 0 0 0
1% $ 12.94 4% 14 -6 0 0 0
7% $ 8.66 2% 18 -2 0 0 0
79% $ 12.70 10% 8 -8 0 0 0
-5% $ 6.05 -3% 40 0 8 2 8
this data is captured thorugh Retail Panel
to make sense of promotional activity
 Media Spend Analysis

No. of
($) MM & Largest % of
weeks on Spend
Share of share of Vehicle of spend on
retailer MM
Spend % spend % Media largest
Ad/Coupon ($)
+/- vs.YA Spend vehicle
+/- vs.YA
1 $ 25 100% -2% D 45%
3 $ 8 32% 4% D 62%
-2 $ 6 24% 2% T 40%
-1 $ 6 24% -6% D 70%
1 $ 5 20% 0% T 100%
-4 $ 14 56% -4% T 42%
-3 $ 3 12% -2% D 40%
-2 $ 4 16% -1% T 60%
1 $ 1 4% -3% P 70%
-1 $ 3 12% 0% T 60%
2 $ - 0% 0%
0 $ 3 12% 2% D 41%
0 $ 1 4% -2% D 100%
0 $ - 0% 0%
0 $ 1 4% -2% D 100%
0 $ - 0% 0%
5 $ 10 40% 6% D 60%
thorugh Retail Panel
romotional activity