CHALLENGE
Leading PE backed innerwear company planned to establish a greenfield retail measurement service for their product range .
APPROACH
A retail measurement track was established over 6 months using a scientific methodology, covering the following aspects:
- Retail Census Survey to ascertain the retail universe and the channel contributions
- Establishment of a panel of 5000 retail stores in 140+ towns
- Quarterly collection of stock and purchase data from the stores
- Development of an extrapolation algorithm and automation of the same
WINNING OUTCOME
The retail measurement service has helped the client in business planning – aligning product mix, geographies and distribution focus, with the following metrics and insights
Key trends in terms of products, features & price points
Market characteristics in different sales channels, states and town classes Performance of Client’s brand across categories, price bands & geography, in terms of market share & distribution metrics