Interpreting Nielsen Data

A presentation by:
Varqa Shamsi Bahar
Presentation Outline
• Basics of interpreting secondary data.

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 Market Share

MS Val MS Vol
Hand wash Category
Mar'11 Mar'11

Dettol Original 6.20% 5.70%

Lifebuoy 60.50% 66.30%

Savlon 15.80% 18.30%

Sepnil 0.6% 0.4%

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 Market Share

MS Val MS Vol
Baby Lotion
Jan'11 Jan'11

Meril Baby 55% 70%

J and J 40% 28%

Tibet Baby 1% 2%

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Total dealer number and Numeric &
Weighted Distribution
Brand ND (Sep’10) WD (Sep’10) Dealer
Number
Pepsodent 83.93% 92% 485,000

Magic 48.55% 73% 300000

Bidyut 18.68% 29% 100,000

Total number of dealers = 5,85,712

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 Per Dealer off-take (PDO)

Coconut oil PDO May 2011

Volume (KG) Value (TK)

category 5 1661

Parachute 3.2 1087

Jui 1.5 574

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 Stock Turnover Rate (STR)

Mosquito Spray STR (days) May

2011
category 21

ACI 18

Xpel 32

Mortein 30

STR signifies consumer demand for a specific brand.

A presentation by Varqa Shamsi Bahar 7