Market Research : Micro Retail Audit System
Monitoring Brand and Market Flux
In a market where flux is continuous, you need to constantly monitor brand performance differentials:
| You or your competitor may launch a new brand or pack |
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You need to monitor it every two weeks |
| You are planning a new sales promotion scheme |
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You want a system to closely monitor its impact on brand performance |
| You are looking for a more sensitive sales monitoring system in a town |
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You need a system that assesses differentials across neighborhood, type and size of outlets |
The standard retail audit measures provides you with estimates that smoothens out the micro effects, i.e. the differentials, Further it can't provide,
| · | Feedback within short 'actionable' time periods, |
| · | Sensitivity and dispersion analysis across space, type or other characteristics of the market place; or |
| · | Trend analysis at outlet level. |
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You may run a Micro Audit System in a specific town on a regular basis or as a special ad-hoc monitoring device
Want to run different schemes at different town or different locations within the same town ?
Want to know what was the impact of the price cut in a week's time ? |
To know - what is working and what is not
To know - within actionable time
To know - within actionable space