Monitoring of representation for « ABI Product »
Monitoring of retail outlets helps to track how well the merchandisers work, as well as to compare their assortment with the products of competitors. Statistics on the cost, location and quantity of products help not only to make adjustments on the ground, but also to create an overall picture of the market.
In the spring of last year, we were approached by the company « ABI Product » in order to conduct mass monitoring of stores where their products are presented.
We will tell you about the progress of the project and the results below.
Goals and objectives
The goal is to conduct monthly monitoring of the representation of the customer’s sausage products and competitors ‘ products in the same categories.
Tasks:
- 1. Search and hire of auditors.
2. Checking points of sale in Russian cities according to the plan.
3. Creating a photo report for each point of sale.
4. Monitoring the work of merchandisers in the field.
5. Preparation of a monthly reporting.
Dates: April 2020 – present.
About the customer
ABI Product (Abi) is one of the largest meat food producers in Russia.
The company offers for sale both semi-finished products and ready-made sausages, which are easy to prepare.
ABI Product has representative offices in almost all regions of Russia, as well as in neighboring countries (Kazakhstan, Belarus, Abkhazia and Azerbaijan).
Sales of finished products are carried out under 4 subsidiary brands: « Vyasanka », « Goryachaya Shtuchka », « Starodvorie » and « Yadrena Kopot ».
In the spring of last year, the client turned to us with the task of monitoring the representation of products in retail outlets in Russian cities.
Read more about each stage of the work below.
Implementation
Hiring employees and drawing up a work plan
The first step was to find and train performers to monitor points of sale in different cities of Russia.
Places to visit: hypermarkets, supermarkets, small retail stores.
The auditors had a goal – to visit all points of sale according to the address program of the customer. The result was a detailed photo report.
The contractor could visit the point of sale at any time of the day according to the schedule drawn up by the client.
Next, we described in detail the parameters according to which the results of the work were evaluated.
The definition of criteria for evaluating the performance of
We put a clear plan in front of the auditors, which they had to adhere to:
- 1. Take a picture of the availability and price of all categories of the client’s products.
2. Fix the products of competitors presented in the showcase at the time of the inspection.
3. As an additional confirmation, the performer had to photograph the facade of the store, the sign and the address.
Making a photo report
The performer had to make several variants of the images:
- 1. General plan of the showcase.
2. Photos of each individual shelf with the customer’s products.
3. Photos of competitors ‘ products.
4. If there were discounts, it was also necessary to fix the product participating in the promotion and the new price tag.
A mandatory point is to make clear and high-quality images that show the following elements: the name of the position, the brand and the price.
The last stage of the work was the formation of reports.
Provision of monthly reports
The contractor should have sent the data received after the audit to the customer along with the attached high-resolution images.
We provided the client with reports several times a week, as well as the final results of the work for the month.
For the past 10 months, we have been monitoring ABI Product and are ready to share the results achieved.
Results
We successfully cope with all the tasks set:
- 1. Our auditors visit stores in 15-20 cities every month.
2. The number of outlets to check is 350+ per month.
3. Regular communication with the customer and timely reporting help us to avoid hitches and delays.
We hope for further fruitful cooperation!
Conclusion
Conducting marketing research is one of the priority areas of our advertising agency.
We will provide you complete the statements with which you will be able to adjust the strategy of brand promotion. We will collect for you all the data on the representation of your products and competitors ‘ products in stores, give information on the quantity, quality and cost of individual items.