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INTRODUCTION TO WHAT IS markettrack
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What is markettracK? The 4 key dimensions of Nielsen MarketTrack PERIODS Yearly / Monthly / Weekly FACTS Value / Volume / Price PRODUCTS Categories/Brands/…SKUs “A continuous monitor of the sale of goods to purchasers through defined retail outlets” MARKETS Channels / Distribution Nielsen has been conducting Sales Tracking in Hong Kong since 1972 and we audit more than 140 FMCG categories.
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What is markettracK? Key benefits of Nielsen MarketTrack
Objective, accurate & continuous monitor of market trend Evaluate own performance vs. competitors’ Identify consumer/trade opportunities & threats Data support for marketing strategy and tactics Common language with retailers
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What is markettracK? Capture sales of products from retailers to purchasers in Nielsen’s defined outlets EXCLUDED Direct Sales / Expo / Vending Machines / Institutional / Etc. MANUFACTURER RETAILER PURCHASER / CONSUMER MARKETTRACK Supermarkets Drug Stores Convenient Stores (Defined Retail Outlets) DISTRIBUTOR WHOLESALER IMPORT EXPORT
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Selected Channel Breakdown
Then, we select the right channel breakdown for specific product categories Total Market Key Account CVS Drug Store Supermarket Open Trade Independent Supermarket* Independent Drug Store ** Key Account Chain Supermarket, CVS & Chain Drug Outlets include: PARKnSHOP, Wellcome, CRV, AEON Supermarkets, 7-Eleven, Circle-K, Watsons, Mannings, Caltex Star Mart. (starting from Jan09 onwards), VivoPlus and CRCare (from Jan2012 onwards). DCH, Three-Sixty, Oliver’s Delicatessen, Jason’s Food & Living, SU-PA-DE-PA and Great (from Jan2013 onwards) Shell starts with Apr 2018 data on ward. - Received Mannings store level distribution data since Mar17, while CRV still remained chained level data without by-store breakdown *Independent Supermarket: excludes stores that dedicate 70%+ area selling their own brands or imported items.
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Channel Breakdown – 2nd Option
Total Market SMKT CVS Supermarket DRUG Based on ShopTypes Independent Drug Store Independent Supermarket ** Key Account Chain Supermarket, CVS & Chain Drug Outlets include: PARKnSHOP, Wellcome, CRV, AEON Supermarkets, 7-Eleven, Circle-K, Watsons, Mannings, Caltex Star Mart. (starting from Jan09 onwards), VivoPlus and CRCare (from Jan2012 onwards). DCH, Three-Sixty, Oliver’s Delicatessen, Jason’s Food & Living, SU-PA-DE-PA and Great (from Jan2013 onwards)
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Independent Drug Store
Channel Definition Pharmacy : With a qualified pharmacist to prepare medicine With a Rx sign outside the store At least 50% floor space devoted to cosmetics and Western drug & FMCG necessity Medicine : Include Health Plus At least 50% floor space devoted to Western drug & FMCG necessity Without a pharmacist - Chinese/ Pure Chinese Drug stores NOT included in our panel, but in census - Health product specialty stores are NOT included in our panel universe Removing Independent Chinese Drug stores data since Apr 2018 for general panel and Sep 2017 for Baby Panel
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Examples of stores excluded in 2016 UU2 (Aug16)
(Note: Nielsen universe is based on the size and categories handled by store rather than by retailer banner)
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Examples of stores excluded 2017 UU (Mar17)
嗎哪有機站 一田 CEBUBALI CitySuper JUST GREEN PACIFIC COFFEE 金田井 黑龍江綠色食品
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