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FMCG Census

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 CENSUS BACKGROUND
Extensive coverage at National level for all FMCG and other major categories

2003-05 2007-08 2009-10 2011-16

•• Retailer Census: KLI
•• Paints census •• Paints census •• Lubricants: 75 cities
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••Frozen Food: 10 cities

•• Tobacco Census •• Telecom census: 16 •• FMCG full scan: 10 Cities
••
Specific Fast Food chains:
•• Ad-Hoc Census for Coca Cities •• Ad- Hoc Census for
•• Ice Cream: 9 Cities KLI
Cola Fatima Fertilizer and ICI
•• FMCG Full scan – Urban
+ 80% Rural

Latest: Petrol Pump Census conducted in 2019

Carried out Nation-wide

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 BREAKING DOWN THE PROBLEM

HOW MANY HOW CAN IS THE WHAT ARE

OUTLETS WE CATEGORY THEIR EXACT
ARE THERE? PRIORITISE PRESENT IN LOCATIONS?
THE
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THEM?
OUTLETS?

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 NIELSEN SOLUTION - census

Census is an activity of complete enumeration of specific information, being carried

out within certain predefined geographical boundaries

KEY INFORMATION GATHERED

OUTLET SELLING PRODUCT GPS

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LISTINGS AREA & LISTING COORDINATES

CATEGORY & TRADE
HANDLING ROUTES

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 HOW DO WE DO IT?
Once the geographical scope has been established, the following steps are followed

Programming Assigning Outlets Data Capture Validation

• Questionnaire • Specific Circles • All the captured • At least 10% of the

Finalization (smallest unit in an information is questionnaires are
• Uploading of urban area) or uploaded directly on back checked via Spot
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questionnaire on Villages (smallest unit central server with Checks, Back check,
mobile devices in a rural area) minimal human Accompaniment check
assigned to auditors intervention etc.
• Auditors to do full
scan of these
circles/villages

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 STANDARD OUTPUT FIELDS IN A QUESTIONNAIRE

Shop name, address & GPS coordinates Selling Area Size

Phone # %age sales of categories

Manager/Owner/Contact Person Economic Environment/Class

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Outlet Type Product Handling

Store Location/Major Landmark Storage Room

Service Type Debit/Credit Card Machines

Branding of Shop Selling Area

Number of Cash Machines Number of Employees

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 Investment option

Scope
Total Karachi Kiriyana Stores

Delivery 1 Weeks
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Shop Count 1967

TOTAL COST
PKR 167,195

All costs are exclusive of 16% ST

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 Key Consideration
- This Census was conducted in 2015-16. Therefore, there are chances of
changes in the retail scenario of areas where there has been a lot of
development/changes happened in the past four years.
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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