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Collaborative Collaborative

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Partnerships Business Solutions Leadership Breakthrough ResultsRDD ASSOCIATES Perishables Expertly MerchandisedRDD Associate Learning AcademyE ID: 872382

associate rdd learning leadership rdd associate leadership learning academy skills performance building practices expanding sharing thought leveraging iri data

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1 Collaborative Partnerships – Business
Collaborative Partnerships – Business Solutions Leadership - Breakthrough Results RDD ASSOCIATES Perishables Expertly Merchandised RDD Associate Learning Academy Enterprise - wide Training, Education & Associate - development Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associ

2 ate Learning Academy What is RDD’s AS
ate Learning Academy What is RDD’s ASSOCIATE LEARNING ACADEMY ? An enterprise - wide training, education & associate - development process, that:  For every RDD position, identifies core skills, business processes / protocols, technology enablers and best business practices / solutions critical to delivering sales agency SERVICE EXCELLENCE  Provides a comprehensive portfolio of fundamen

3 tal and advanced training/education mod
tal and advanced training/education modules facilitating associate development and building organizational capacity and performance RDD Associates Core Leadership Strategy Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES … train, develop & reward VALUED ASShCIATE REShURCES… build momentum to ensure FUTURE ENTERPRISE SUCCESS! Expanding Skills – Leveraging Thought Leade

4 rship – Sharing Best Practices – B
rship – Sharing Best Practices – Building Performance RDD Associate Learning Academy [II] Key Elements & Topics [ III] Applications & Utilization [IV] Reference, Recap & Next Steps  Components of an IRI Report:  Time, Products, Geographies, Measures  Difference between RMA, CRMA and ROM  Multi - Outlet (MULO) Universe  Syndicated Data Apps:  Bus. Review, Rankings,

5 Promo Tracking, Opp. Analysis  RDD Ac
Promo Tracking, Opp. Analysis  RDD Access & Report Generation Protocol  Recap  Handouts & Reference Guide  Next Steps & Timeline [I] Course Overview IRI Syndicated Data  Course Overview: Definition / Purpose / Who is IRI?  What is Syndicated Data? Key Discussion Topics Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Ass

6 ociate Learning Academy Information Reso
ociate Learning Academy Information Resources Inc: IRI Worldwide A market research company which provides clients with consumer, shopper, and retail market intelligence and analysis focused on the consumer packaged goods (CPG ) industry  Headquartered in Chicago, IL  Founded in 1979  One of two primary research companies providing syndicated data What is IRI ? Expanding Skills – Lev

7 eraging Thought Leadership – Sharing
eraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy What is SYNDICATED DATA ? Information gathered by a service or company for public release and sold by subscription C lients Retailer Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Types of Syndicated

8 Databases 6 1) CUSTOM • Manufacturer -
Databases 6 1) CUSTOM • Manufacturer - defined market structure • How manufacturer defines the Category & Segments 2) IRI REVIEWS • IRI - defined • Generic Categories & Segments • Syndicated Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Dimensions of a Database • Time Period (sales) • Product - Cat

9 egory/Segment/Brand/Sku • Geography â€
egory/Segment/Brand/Sku • Geography • Measures To create a report in IRI, one of each of the following dimensions must be chosen Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Time Periods Two years of running data: • 1 week periods • 4 week periods (quad weeks) • 12/13 week periods • 24/26 week period

10 s • 52 week periods • Custom Aggrega
s • 52 week periods • Custom Aggregates Data updated every 4 weeks Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Products Products are stored in the following hierarchy - type format: Category Type (Sub - Category) Parent Vendor Brand UPC Custom Aggregates Expanding Skills – Leveraging Thought Leadership

11 – Sharing Best Practices – Building
– Sharing Best Practices – Building Performance RDD Associate Learning Academy Geography Markets (Food): 6 Total US, Northeast, New York, Philadelphia , Balt - Wash, Harrisburg - Scranton RaA’s (Food): 14 ShopRite, A&P Corp, A&P Banner, Pathmark, Waldbaums, SuperFresh, Foodtown Corp, Weis, Acme, Ahold Corp, S&S NY, S&S, NE, Giant Carlisle, Giant Landover CRaA’s (Food): 7 ShopRite, A&P Corp, A

12 hold Corp, S&S NY, S&S NE, Giant Carlisl
hold Corp, S&S NY, S&S NE, Giant Carlisle, Giant Landover aulti hutlet CRaA’s: 3 New York, ShopRite, Ahold Corp Custom Aggregates The following types of geographies are available in IRI: Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy RMA, CRMA and ROM RMA - Retailer Marketing Area: The actual retailer’s (exam

13 ple: ShopRite RaA - Food) sales Census v
ple: ShopRite RaA - Food) sales Census versus sample RaA’s: Census data - come right from the retailer aarkets/CRaA’s: Sample data - have to project for stores that don’t report sales CRMA - Competitive Retailer aarketing Area or “Competitive aarket”: The entire area where the retailer competes, by county, including its competition (ShopRite CRMA - Food) ROM - Rest of aarket or “Remai

14 ning aarket”: The entire area where th
ning aarket”: The entire area where the retailer competes, including its competition, but EXCLUDING the retailer (ShopRite ROM - Food : a view of ShopRite’s competition within the Food class of trade w ith ShopRite EXLCUDED ); created manually as a custom aggregate (CRMA minus RMA) Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associ

15 ate Learning Academy Notes Grocery (stor
ate Learning Academy Notes Grocery (stores over $2MM in annual sales), Drug (chains and independents), Kmart, Shopko, Target Dollar Deneral, Family Dollar & Fred’s chains only BJ’s and Sam’s only Includes Supercenters, Division 1, Neighborhood Markets ACV ($B)* $1 T ACV (%) 100% Total U.S. – FDMx (Food, Drug and Mass Channels without Walmart) Dollar Club Military $629 B 64% $26 B 3% $56 B

16 6% $5 B % $269 B 26% *ACV Estimates as
6% $5 B % $269 B 26% *ACV Estimates as of April, 2013 Enhancing outlet definition: • From FDMx to Multi - Outlet: FDMx + Dollar + Club + Military + Walmart • Increase ACV coverage by 54%; one trillion $$ Multi - Outlet (MULO) MULO Universe Currently have access to 3 MULO geographies (New York, ShopRite, Ahold Corp) Expanding Skills – Leveraging Thought Leadership – Sharing Best Practice

17 s – Building Performance RDD Associat
s – Building Performance RDD Associate Learning Academy Sales/Share (Dollars, Units, Volume) Base Sales Incremental Sales Distribution Price % ACV and Wks. of Support Response Competition Competition Environmental Consumer Promos Advertising Quality Price Let’s look at the Base Sales side of the equation first. Store Data Sales Equation – A Data Mining Roadmap Expanding Skills – Leveraging T

18 hought Leadership – Sharing Best Prac
hought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy 14 ▪ Dollar Sales : The total dollars sold for a product or group of products ▪ L oyalty card and digital coupons typically not factored into sales (will depend on how item reads when scanned at store level) ▪ Unit Sales: The number of physical packages scanned ▪ Volume Sales: The tota

19 l product volume sold in terms of the ca
l product volume sold in terms of the category’s volume equivalency* *Volume Equivalency is pre - determined and standard for each individual category Sales Measures Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Total New York Market $ 27.4 Billion New York A&P $3,500 MM New York Price Chopper $2,300 MM

20 New York Stop & Shop $6,600 MM Defini
New York Stop & Shop $6,600 MM Definition » The total annual dollar sales of a geography in millions of dollars ($MM) » Represents the entire store inventory, rather than sales for a specific category of products. » Can be expressed for a particular geographic area (Total US), retail outlet type (Food, Drug, Mass Merch), market, RMA or CRMA Total US Food $449 Billion except 3 things: Prescriptio

21 n Drugs, Gas, Leased Space All Commodi
n Drugs, Gas, Leased Space All Commodity Volume (ACV) Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ACV Weighted Distribution is a more accurate measure of distribution than just the percentage of buildings a product moves in. 60% 33% Which measure would you rely on more to determine distribution? ACV Weight

22 ed Distribution vs % of Stores Selling 0
ed Distribution vs % of Stores Selling 0 % 0 % 0 % 0 % Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ACV Weighted Distribution The percent of ALL COMMODITY VOLUME represented by the stores which have scanned at least one unit of the product during the time period selected Calculation: Σ ACV o

23 f the Stores Selling Total Geography AC
f the Stores Selling Total Geography ACV x 100 What percent of a geography is selling your product? » IRI measures distribution via scanners » If an item scans in a store, it is considered to be in distribution in that store for that week (MON - SUN) ACV Weighted Distribution (ACV Wtd Dist) Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performa

24 nce RDD Associate Learning Academy Distr
nce RDD Associate Learning Academy Distribution for 12 Week Period WEEKS ACV 1 2 3 4 5 6 7 8 9 10 11 12 Store 1 $10MM X X X X X X X X X Store 2 $20MM X X X X X X Store 3 $30MM X X X X X X X X X X $60MM 100% 100% 66% 33% 100% 100% 50% 50% 66% 66% 66% 50% ACV WTD Dist = (10+20+30)/60 = 100% AVG Weekly ACV Distribution = (100+100+66+33+100+100+50+50+66+66+66+50) / 12 = 70.6% ACV Wtd Dist vs. Avg

25 Weekly ACV Dist Expanding Skills – Le
Weekly ACV Dist Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ACV WTD DIST AVG Weekly ACV DIST Use with which Time Periods? 1, 4, or 12 - 13 weeks � 12 - 13 weeks Weighted by Store ACV? Yes Yes How do these values compare ? Same or greater than Avg Weekly Same or less than ACV Wtd Use for New Item Dist Bui

26 ld X Use for Established Item Dist (OOS,
ld X Use for Established Item Dist (OOS, Voids) X Guidelines for Usage ACV Wtd Dist vs. Avg Weekly ACV Dist Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ▪ Price per Volume/Unit most often ends up a price paid by no one; it is the average, not the median. ▪ Price per Volume/Unit, Any Merchandising looks o

27 nly at the times of special promotion a
nly at the times of special promotion and determines the average price charged at stores that participate. ▪ Price per Volume/Unit, No Merchandising is the price in all stores that carry the merchandise in weeks when there is no promotion going on. ▪ Weighted Average Base Price** is the price to reflect your everyday price. This is the expected price of the product in all stores that carry the

28 product in the absence of a promotion.
product in the absence of a promotion. ** IRI recommends using this measure for everyday price analyses Pricing Measures Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Feature Only Display Only Feature and Display Temporary Price Any Merchandising = four mutually exclusive conditions No Merchandising = no

29 ne of these Merchandising Conditions Exp
ne of these Merchandising Conditions Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ▪ A feature is a retailer print advertisement that is used to promote a specific product or group of products ▪ IRI collects chain wide advertising from the following sources: ▪ Newspapers ▪ Circulars or door hangers ▪ R

30 OTOs: Full - color glossy inserts ▪ RO
OTOs: Full - color glossy inserts ▪ ROPs: Features printed right on the newspaper ▪ In - Store Flyers ▪ Mailers ▪ Coupon Booklets (coded for Census stores only if received from corporate offices) • 71% of consumers are still making shopping lists in Q1 2013 versus 67% in Q1 2011 * • 49% of shoppers make lists based on circulars in Q1 2013 * * Source = SymphonyIRI MarketPulse Surv

31 ey Q12011 vs. Q1 2013 Features Expanding
ey Q12011 vs. Q1 2013 Features Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ▪ A mechanism used by a retailer or manufacturer to increase sales by stocking products in high traffic locations throughout the retail environment ▪ Defined by its location in the retail outlet ▪ Products stocked in one or more o

32 f the following locations qualify as a d
f the following locations qualify as a display: ▪ Lobby ▪ Front End Cap Back End Cap ▪ Frozen End Cap/Sale Door ▪ Dairy End Cap/Sale Door ▪ Deli End Cap/Sale Door ▪ Perimeter ▪ In - Aisle ▪ Seasonal/Promotional ▪ Shipper Displays Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy ▪ Price decrease

33 of at least 5% from the regular shelf p
of at least 5% from the regular shelf price ▪ Identified by IRI systems at a store - week - UPC level by comparing the movement price with IRI’s base price ▪ 6 week Rule : If a price is reduced for more than six consecutive weeks without feature or display, the reduced price becomes the new base price in the seventh week (will be a TPR if the change is just for 6 weeks) In week 8, Brand A’

34 s new base price becomes $4.19 Temporary
s new base price becomes $4.19 Temporary Price Reductions Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data E

35 xpanding Skills – Leveraging Thought
xpanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sha

36 ring Best Practices – Building Perfor
ring Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate

37 Learning Academy Let’s recap…IRI Sy
Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expan

38 ding Skills – Leveraging Thought Lead
ding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing

39 Best Practices – Building Performanc
Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Lea

40 rning Academy Let’s recap…IRI Syndic
rning Academy Let’s recap…IRI Syndicated Data Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy IRI: Users at RDD Kristen Johnsen: Jamie Rutkowski: Paul Mulvaney: IRI Snapshots, Scorecards, Quick Pulls IRI Business Reviews, Detailed Analysis For Business Reviews, please use the RDD Business Review Template REMIN

41 DER: Expanding Skills – Leveraging Th
DER: Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Syndicated Data Request Form Purpose: Client and/or customer: Date needed by: Name: Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Share with your client or customer By 12/

42 16/14 By 12/16/14 By 1/12/15 Ba’s : Cr
16/14 By 12/16/14 By 1/12/15 Ba’s : Create a scorecard for your brand at your accounts aoving ahead… IRI SYNDICATED DATA Aa’s : Create a scorecard for the items you manage at your accounts Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance RDD Associate Learning Academy Any Questions, Comments or Ideas? Thank you for your participation!