1. INTRODUCTION TO WHAT IS markettrack

2. 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.

3. 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

4. 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

5. 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.

6. 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) 

7. 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

8. 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)

9. 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