Key perfomance indicators (KPI) reflect the situation of the category or brand at the in-home consumption market, reveal the trend and reasons of increase/decrease in their volumes on a basis of the following indicators:
- penetration is the share of households which have bought the brand/category at least once over the period of the total number of the households;
- purchase frequency is the average number of PoS visits for the buying of the product over the survey period, accounting for a one household;
- purchase amount is the average purchase volume in kind and volume terms;
- market share is the brand share in kind and volume terms of category volume at large.
Data can be provided both by category at large (trade channels, retail chains) and by segments (of trade channels, retail chains) or brands with the peneration over 1%.
Customer profile opens up about who buys the category and brand, what is the major target audience.
- Sex
- Age
- Education
- Marital status
- Type of employment
- Household size
- Children in a household
- Pets in a household
- Income level
- Media preferences (newspapers and magazines / radio stations / TV channels)
- Purchase style (on what, with whom, when)
Customer profile shows what categories and trade marks are more popular with the customers of the target audience, what is their share. It allows to analyze the share of the researched brand in the customer's profile and the shares and volumes of other brands in the customer's profile.
Migration and Gain and Loss Analysis
Migration and Gain and Loss Analysis discloses the information on the arch-rivals. It helps to explain the reasons of losses or gains of brand volume, to show the reasons of volume changes. Migration Analysis presents the share of the switching within the category/brand:
- New customers - households which didn't buy the brand in the first period, but started to buy in the second one.
- Loyal customers - households which bought the brand in the first period and continue to buy it in the second one.
- Lost customers - households which bought the brand in the first period, but stopped buying it in the second one.
Migration Analysis gives an opportunity to find the share of every customer group and to understand what share of brand value do they have. Besides, the analysis reflects the profile of all customer groups where it is possible to analyze whereto and wherefrom do the brand customers switch.
Gain and Loss Analysis answers the following questions:
- Which factor has the greatest contribution to increase/decrease of brand value in specific period? – New or lost category buyers; Change of purchase intensity; Exchange with other brands
- Who are the main competitors? – Analysis of exchange with competitors in value or volume terms; analysis of potential cannibalization by own brands.