CONSUMER PANEL DATA

ANALYSIS

BRAND-WeSch

• Sarvesh Joshi
• Sachin Mangale
• Prerit Singhal
• Vinayak Suryavanshi
• Vijay Bhugra
• Prashant Verma

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 How to Use Consumer Panel Data

Business Equation
 Sales of any Product/Service Depends on following factors
• Population
• Penetration Rate
• Buying Rate

Sales = (Total Population x Penetration rate) x Buying Rate.

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CONSUMER TRACKING TO SET STRATEGIES
Consumer Tracking can be done by considering following
factors:
• Penetration Rate
% of HH Use your brand/year
• Buying Rate
Total amount of products purchased/year/brand by avg buying HH
• Purchase Frequency
No.of times avg buying HH purchase your brand product
• Purchase Size
Avg amount of products purchased/brand/year/HH

3
BRAND HEALTH DETERMINATION

• Trial Rate
• Repeatability Rate

4
BRANDS IN A CASE STUDY
Our Brand- WeSch

• Axe
• Garnier
• Nivea
• Park Avenue
• Zatak
• WeSch

5
CONSUMER TRACKING COMPARISON
ACROSS BRANDS(1/2)
Penetration Rate(% of HH)
Buying Rate(%of 1200)
100% 94%
7% 90%
12% 79%
80% 73%
37% 70%
62%
60%
9% 51%
50% 45%
40%
30%
20%
15% 19% 10%
0%

xe ier c h e a u e
tak
A n eS iv en a
Axe Garnier WeSch Nivea ar W N v Z
G A
Park Avenue Zatak rk
P a

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CONSUMER TRACKING COMPARISON
ACROSS BRANDS(2/2)

Buying Rate(%of
Purchase 1200)
Frequency(/HH/Year) % of Households Vs No of
5
Brands
4.46
4.5
40
4
35 34
3.5 30
30 28
3
2.33 25
2.5
20
2 1.78
1.42 15
1.5 1.13
0.88 10
1 5
5 3
0.5
0
0 2 3 4 5 6
Axe Garnier WeSch Nivea Park Zatak
Avenue

*Note- As we are assuming that every household purchases single product of single brand every month so their won’t be
purchase size
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BRAND HEALTH DETERMINATION
Comparison Across Brands
Park
Rate/Brand Axe Garnier WeSch Nivea Zatak
Avenue
Trial Rate
37 50 71 44 42 40
(No.of HH)
Tried &
37 49 54 45 37 42
Repeated
Conversion
100 98 76 102 88 105
Rate%(T-->R)
Repeatability
0.45 0.25 0.37 0.18 0.15 0.12
Rate
Repeatability
Rate After
0.41 0.23 0.33 0.16 0.13 0.11
(Conversion
90%)

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 CONCLUSION(1/2)
Monthly buying pattern
Axe Garnier WeSch
Nivea Park Avenue Zatak
THE TREND SHOWS
60
THAT USE OF AXE
50 AND
GARNIER IS
40
OPPOSITE
30
WESCH SALES IS
20
INCREASING
10

0
0 2 4 6 8 10 12 14
CONCLUSION(2/2)
• WeSch Brand is able to make its entry in the market very
strongly with the booming Trial Rate..
100

90

80
• Need to work on conversion 70
from trial to repetitive 60

buying… 50
Se-
ries1
40

30

20

10
• They can apply the Marketing
0
Strategies used by other 1 2 3 4 5 6 7 8 9 10 11

brands such as Nivea, Zatak

& Axe….
Thank you!

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