Retail Strategy Optimization
Year: 2015
Role: Full Client Account Executive
Research Type: Diagnostic Data Analytics
Company: Nielsen IQ
Client: Unilever
City: Bogotá, Colombia
Language: Spanish
The Problem
Pond’s, the brand leader in Face Care in Colombia, was losing sales and market share over the last 2 years in Retail Markets.
Research Goal
Understand the drivers for its loss in Market Share and identify opportunities for recovery.
Methodology
Diagnostic Data Analytics with Nielsen databases, mining variables like sales, prices, numeric & weighted distribution, out-of-stocks, and share of shelf, among others, with all the products in the category of Face Care.
Tools
NielsenIQ RMS, Microsoft Excel and PowerPoint.
Key Findings
- Drugstores was the retail channel driving the loss in Market Share. The channel was gaining relevance for the shoppers, and Pond's had significant distribution opportunities.
- The product segment of Anti-aging was showing outstanding development, and the competitors gaining share were increasing distribution and promotional activities with its Anti-aging products.
- There was a clear opportunity for Pond's to optimize efforts in distribution with their Anti-aging products. They were focussing efforts on the wrong stores - a large number of stores that didn't represent an important portion of the total value sales in the Anti-aging segment.
-Through an analysis of "Golden Stores", a study recommended to the client with an additional price, I found that 8% of the stores (119) concentrated 60% of the total value sales in Face Care in the Drugstore Channel. Those stores were mainly located in Bogota, with 2 main retailers.
Recommendation
Maximize the efforts on distribution and activation in the "golden stores" identified in the Drugstore Channel, with their top-performing SKUs in Anti-Aging.
Impact
An increase of 5.8% SOM in the Facial Care category and Drugstore Channel in just 4 months after the execution, which translates to +2% of SOM Total Colombia and a value sales increase of $898,730 (USD).
Learnings
My 6 years working as an Account Executive in Nielsen IQ for important FMCG companies like Colgate, Unilever and Mondelez allowed me to develop valuable skills:
- Data Analytics
- Critical Thinking & Research Mindset
- Presentation Skills & Storytelling
- Consultative Approach
