MarketWatchdog analysis for SupplierA : November 2002 Analysis Info... 

1. Category - Instant Coffee

Monthly

Overall sales in the category dropped by 14%

Overall sales for SupplierA have dropped by 4% (1% in quantity). Its share in its market niche has grown by 2.79% to 73.59% More...

Competitor:
Overall sales for SupplierB have dropped by 15% (20% in quantity), its share in its market niche has grown by 4.56% to 49.13%.

Yearly accumulated

Overall sales in the category dropped by 1%

Overall sales for SupplierA have increased by 2% (dropped 1% in quantity). Its share in its market niche remained unchanged and market niche share of all category sales remained stable More...

Competitor:
Overall sales for SupplierB have dropped by 20% (24% in quantity), its share in its market niche has shrunk by 4.15% to 46.53%.

2. Segments


Instant Coffee Powder 

Monthly

SupplierA sales in this segment have dropped by 9% (11% in quantity). Its market share in this segment remained stable at 99.56% and segment share of all category sales has shrunk by 4.12% to 39.42% More....
The dominant cause for this change is a 9% drop in the sales of brand BrandA.  More...

Yearly accumulated

SupplierA sales in this segment have increased by 6% (4% in quantity). Its market share in this segment remained unchanged and segment share of all category sales remained stable More....
The dominant cause for this change is a 6% increase in the sales of brand BrandA..  More...

Granulated Instant Coffee

Monthly

SupplierA sales in this segment have dropped by 31%. Its market share in this segment has shrunk by 1.53% to 39.47% and segment share of all category sales has shrunk by 4.87% to 21.81% More....
This change is driven by a drop in the sales of BrandB and BrandA. brands. More...

Competitor:
SupplierB sales in this segment have dropped by 30% (33% in quantity), its market share in this segment has grown by 1.49% to 59.90%.

Yearly accumulated

SupplierA sales in this segment have dropped by 16% (15% in quantity). Its market share in this segment remained stable at 41.44% and segment share of all category sales has shrunk by 1.83% to 25.21% More....
The dominant cause for this change is a 21% drop in the sales of brand BrandB.  More...

Competitor:
SupplierB sales in this segment have dropped by 11% (19% in quantity), its market share in this segment remained stable at 58.01%.

Dry Freeze Instant Coffee

Monthly

SupplierA sales in this segment have dropped by 15% (12% in quantity). Its market share in this segment remained stable at 49.13% and segment share of all category sales has grown by 0.66% to 20.73% More....
This change is driven by a drop in the sales of BrandC and BrandD brands. More...

Competitor:
SupplierB sales in this segment have increased by 9% (15% in quantity), its market share in this segment has grown by 12.31% to 39.30%.

Yearly accumulated

SupplierA sales in this segment have increased by 8% (10% in quantity). Its market share in this segment has grown by 4.00% to 51.16% and segment share of all category sales has grown by 2.42% to 20.89% More....
The dominant cause for this change is a 33% increase in the sales of brand BrandE.  More...

Competitor:
SupplierB sales in this segment have dropped by 36% (40% in quantity), its market share in this segment has shrunk by 8.37% to 34.19%.

Other Instant Coffee

Monthly

SupplierA sales in this segment have increased by 262% (278% in quantity). Its market share in this segment has grown by 22.82% to 99.27% and segment share of all category sales has grown by 8.40% to 12.74% More....
The dominant cause for this change is a 262% increase in the sales of brand BrandA..  More...

Yearly accumulated

SupplierA sales in this segment have dropped by 8% (19% in quantity). Its market share in this segment has grown by 5.94% to 92.64% and segment share of all category sales has shrunk by 1.25% to 5.84% More....
The dominant cause for this change is an increase of 3.68% in the market share of products having Weight of 161..250.  More...

Decaf Instant Coffee

Monthly

SupplierA sales in this segment have dropped by 7% (5% in quantity). Its market share in this segment has shrunk by 3.03% to 54.85% and segment share of all category sales remained stable at 5.30% More....

Competitor:
SupplierB sales in this segment have increased by 1% (dropped 1% in quantity), its market share in this segment has grown by 1.75% to 43.29%.

Yearly accumulated

SupplierA sales in this segment have increased by 2% (3% in quantity). Its market share in this segment has shrunk by 3.16% to 57.67% and segment share of all category sales has grown by 0.36% to 5.17% More....

Competitor:
SupplierB sales in this segment have increased by 8% (9% in quantity), its market share in this segment has grown by 2.10% to 40.43%.

3. Market Breakdown

Demographic

Monthly

SupplierA sales in the Immigrant population have dropped by 25%, its share in its market niche has shrunk by 22.04% to 62.54%.
SupplierA sales in the General population have dropped by 4% (no change in sales volume), its share in its market niche has grown by 5.09% to 73.79%.

Competitor:
SupplierB sales in the General population have dropped by 17% (22% in quantity), its share in its market niche has grown by 3.91% to 48.37%.

Yearly accumulated

SupplierA sales in the Immigrant population have increased by 2% (dropped 4% in quantity), its share in its market niche has shrunk by 23.41% to 58.69%.
SupplierA sales in the Muslim population have increased by 5% (3% in quantity), its share in its market niche remained unchanged.
SupplierA sales in the Orthodox population have increased by 7% (6% in quantity), its share in its market niche has grown by 0.92% to 81.85%.
SupplierA sales in the General population have increased by 2% (dropped 1% in quantity), its share in its market niche has grown by 3.04% to 72.41%.

Competitor:
SupplierB sales in the General population have dropped by 22% (27% in quantity), its share in its market niche has shrunk by 5.52% to 45.58%.

Geographic

Monthly

SupplierA sales in the Tel-Aviv area have dropped by 31% (25% in quantity), its share in its market niche has grown by 6.19% to 74.33%.


Competitor:
SupplierB sales in the Tel-Aviv area have dropped by 49%, its share in its market niche has shrunk by 5.27% to 40.37%.
SupplierB sales in the Center North area have dropped by 11% (18% in quantity), its share in its market niche has grown by 10.92% to 52.18%.

Yearly accumulated

SupplierA sales in the North area have increased by 5% (4% in quantity), its share in its market niche has shrunk by 1.52% to 78.04%.
SupplierA sales in the Jerusalem area have dropped by 4% (10% in quantity), its share in its market niche remained unchanged.
SupplierA sales in the Haifa area have increased by 7%, its share in its market niche has shrunk by 1.36% to 70.44%.
SupplierA sales in the South area have increased by 10% (6% in quantity), its share in its market niche has shrunk by 13.57% to 74.09%.
SupplierA sales in the Tel-Aviv area have dropped by 18%, its share in its market niche has grown by 7.19% to 72.69%.
SupplierA sales in the Center North area have increased by 13% (8% in quantity), its share in its market niche has grown by 0.95% to 69.34%.
SupplierA sales in the Yosh area have increased by 8% (7% in quantity), its share in its market niche has grown by 2.16% to 64.38%.
SupplierA sales in the Center South area have increased by 12% (14% in quantity), its share in its market niche has grown by 1.76% to 74.56%.


Competitor:
SupplierB sales in the Tel-Aviv area have dropped by 48% (51% in quantity), its share in its market niche has shrunk by 13.42% to 40.29%.
SupplierB sales in the Center North area have dropped by 21% (24% in quantity), its share in its market niche has shrunk by 4.38% to 47.61%.


4. Additional

  • Monthly - Sales of brand BrandA - Instant Coffee Powder have dropped by 9% (11% in quantity). This change in sales is caused by a drop of 10% in sales (12% in quantity) of ProductA, whose share in its market niche remained stable at 98.74% , mainly in Immigrant and General populations and the Tel-Aviv area More...
      
  • Yearly accumulated - Sales of brand BrandA  - Instant Coffee Powder have increased by 6% (4% in quantity). This change in sales is caused by an increase of 5% in sales (3% in quantity) of ProductA, whose share in its market niche has grown by 2.92% to 95.34% , mainly in the General population and the Center North area More...
      
  • Monthly - Sales of brand BrandB - Granulated Instant Coffee have dropped by 36%. This change in sales is caused by a drop of 37% in sales of ProductB, whose share in its market niche has grown by 2.15% to 22.98% , mainly in the General population More... .
    Its average price dropped by 3.43% to 19.58 NIS while:
    -   Rival     ProductJ  has increased its volume share of the market niche by 1.75% to 1.75% with a current average price of 20.64 NIS More...
      
  • Monthly - Sales of brand BrandA - Granulated Instant Coffee have dropped by 26% (28% in quantity). This change in sales is caused by a drop of 26% in sales (29% in quantity) of ProductC, whose share in its market niche has shrunk by 3.23% to 18.54% , mainly in the General population More... .
    Its average price increased by 3.89% to 18.16 NIS while:
    -   Rival     ProductJ  has increased its volume share of the market niche by 1.59% to 1.59% with a current average price of 20.66 NIS More...
      
  • Yearly accumulated - Sales of brand BrandB - Granulated Instant Coffee have dropped by 21%. This change in sales is caused by a drop of 22% in sales of ProductB, whose share in its market niche has grown by 1.44% to 22.71% , mainly in the General population More... .
    Its average price dropped by 1.40% to 20.14 NIS while:
    -   Rival     ProductK  has increased its volume share of the market niche by 7.01% to 8.01% while its average price dropped by 7.48% to 32.62 NIS More...
    -   Rival ProductJ  has increased its volume share of the market niche by 3.35% to 3.35% while its average price increased by 25.80% to 20.04 NIS More...
      
  • Monthly - Sales of brand BrandC - Dry Freeze Instant Coffee have dropped by 21%, its share in its market niche has shrunk by 4.08% to 12.31% More... .
    Its average price dropped by 0.55% while:
    -   Rival     SupplierB  has increased its volume share of the market niche by 9.17% to 31.36% while its average price dropped by 5.01% More...
      
  • Monthly - Sales of brand BrandD - Dry Freeze Instant Coffee have dropped by 19% (15% in quantity). This change in sales is caused by a drop of 21% in sales (19% in quantity) of ProductD, whose share in its market niche has shrunk by 6.24% to 12.88% , mainly in the General population and the Tel-Aviv area More... .
    Its average price dropped by 1.76% to 38.22 NIS while:
    -   Rival     ProductL has increased its volume share of the market niche by 8.08% to 28.99% while its average price dropped by 4.11% to 33.46 NIS More...
    -   Rival     ProductM  has increased its volume share of the market niche by 3.54% to 3.54% with a current average price of 36.60 NIS More...
    -   Rival     ProductN  has increased its volume share of the market niche by 1.72% to 4.87% while its average price increased by 0.86% to 20.00 NIS More...
     
  • Yearly accumulated - Sales of brand BrandE - Dry Freeze Instant Coffee have increased by 33% (40% in quantity). This change in sales is caused by an increase of 45% in sales (51% in quantity) of ProductE, whose share in its market niche has grown by 11.18% to 23.73% , mainly in the General population More... .
    Its average price dropped by 3.74% to 30.92 NIS while:
    -   Rival     ProductL has lost 20.50% of its volume share in the market niche, (now 22.42%) while its average price increased by 3.32% to 33.36 NIS More...
      
  • Monthly - Sales of brand BrandA - Other Instant Coffee have increased by 262% (278% in quantity). This change in sales is caused by a significant increase in sales of ProductF which had no sales in the previous period, and has gained 76.92% in market share , mainly in the General population and North , Tel-Aviv and Center North areas More...
      
  • Yearly accumulated - Market share of Other Instant Coffee products having Weight in the range of 161..250 gr in this segment has grown by 3.68%. . This change in market share is caused by a significant increase in sales of ProductF which had no sales in the previous period, and has gained 25.67% in market share ,  More...
      
  • Yearly accumulated - Sales of ProductG - Other Instant Coffee have dropped by 44%, its share in its market niche has grown by 11.51% to 82.66% More...
      
  • Monthly - Market share of ProductH - Other Instant Coffee has shrunk by 27.27% to 9.10%, (sales have increased by 11%) More... .
    Its average price dropped by 0.21% to 17.70 NIS while:
    -   Rival     ProductO  has lost 26.49% of its volume share in the market niche, (now 6.43%) while its average price dropped by 0.04% to 17.12 NIS More...
    -   Rival     ProductP  has lost 29.15% of its volume share in the market niche, (now 7.38%) while its average price increased by 0.77% to 17.20 NIS More...
      
  • Monthly - Market share of brand BrandE - Dry Freeze Instant Coffee has grown by 5.48% to 20.26%, (sales have dropped by 2%) More... .
    Its average price dropped by 3.27% while:
    -   Rival     SupplierC  has lost 13.00% of its volume share in the market niche, (now 17.91%) while its average price increased by 8.28% More...
    -   Rival     SupplierA  has increased its volume share of the market niche by 0.46% to 32.42% while its average price dropped by 2.75% More...
    -   Rival     SupplierD  has lost 0.17% of its volume share in the market niche, (now 0.46%) while its average price increased by 1.48% More...
      
  • Monthly - Market share of ProductE - Dry Freeze Instant Coffee has grown by 5.05% to 23.91%, (sales have increased by 4%) More... .
    Its average price dropped by 2.02% to 30.68 NIS while:
    -   Rival     ProductQ  has lost 10.41% of its volume share in the market niche, (now 2.09%) while its average price increased by 3.80% to 36.80 NIS More...
    -   Rival     קפה נמס גקובס 200ג  has lost 1.94% of its volume share in the market niche, (now 17.35%) while its average price dropped by 1.76% to 38.22 NIS More...
    -   Rival     קפה נמס 18 קארט  has lost 1.04% of its volume share in the market niche, (now 8.68%) while its average price dropped by 0.62% to 30.72 NIS More...
  • Yearly accumulated - Market share of ProductF - Decaf Instant Coffee has shrunk by 3.20% to 40.52%, (sales have increased by 6%) More... .
    Its average price dropped by 2.66% to 29.76 NIS while:
    -   Rival     ProductS  has lost 3.81% of its volume share in the market niche, (now 0.75%) while its average price increased by 1.00% to 21.08 NIS More...
      
  • Yearly accumulated - Market share of - Granulated Instant Coffee has shrunk by 0.80% to 19.74%, (sales have dropped by 8%) More...
      
  • Yearly accumulated - Market share of ProductC - Granulated Instant Coffee has shrunk by 0.58% to 20.46%, (sales have dropped by 9%) More... .
    Its average price increased by 1.51% to 17.90 NIS while:
    -   Rival     ProductK  has increased its volume share of the market niche by 7.01% to 8.01% while its average price dropped by 7.48% to 32.62 NIS More...
    -   Rival     ProductJ  has increased its volume share of the market niche by 3.35% to 3.35% while its average price increased by 25.80% to 20.04 NIS More...
      
  • Yearly accumulated - Market share of brand BrandC - Dry Freeze Instant Coffee has shrunk by 3.55% to 13.46%, (sales have dropped by 7%) More... .
    Its average price dropped by 1.31% while:
    -   Rival     SupplierC  has increased its volume share of the market niche by 9.81% to 22.72% while its average price increased by 9.40% More...
    -   Rival     SupplierA  has increased its volume share of the market niche by 6.78% to 35.28% while its average price dropped by 3.41% More...
      
  • Yearly accumulated - Market share of ProductD - Dry Freeze Instant Coffee has grown by 0.65% to 15.76%, (sales have increased by 10%) More... .
    Its average price increased by 0.51% to 38.56 NIS while:
    -   Rival     ProductL  has lost 20.50% of its volume share in the market niche, (now 22.42%) while its average price increased by 3.32% to 33.36 NIS More...
    -   Rival     ProductQ  has increased its volume share of the market niche by 0.27% to 7.49% while its average price dropped by 2.04% to 35.86 NIS More...
    -   Rival     ProductR  has increased its volume share of the market niche by 0.82% to 9.35% while its average price dropped by 0.94% to 30.68 NIS More...
      
  • Yearly accumulated - Market share of ProductH - Other Instant Coffee has shrunk by 6.51% to 27.70%, (sales have increased by 20%) More... .
    Its average price increased by 0.37% to 17.72 NIS while:
    -   Rival     ProductO  has lost 11.25% of its volume share in the market niche, (now 23.39%) while its average price increased by 0.35% to 17.04 NIS More...
    -   Rival     ProductP  has lost 10.61% of its volume share in the market niche, (now 25.81%) while its average price increased by 0.34% to 17.06 NIS More...

5. Analysis Info


Date:                               13/12/2002 15:21
Period analyzed:            November 2002 vs November 2001
Analysis basic period:    Monthly, Quarterly accumulated , Yearly accumulated
Amount units:                 NIS
Quantity units:                Gr
Parameters:

Change Exploration Threshold : 2%
Change Isolation Threshold : 15%
Monthly Amount Threshold : 10,000
Monthly Quantity Threshold : 100,000
Quarterly accumulated Amount Threshold : 20,000
Quarterly accumulated Quantity Threshold : 200,000
Yearly accumulated Amount Threshold : 110,000
Yearly accumulated Quantity Threshold : 1,100,000


- Amount Threshold - the minimum amount considered by the system
- Quantity Threshold - the minimum quantity considered by the system
- Change Exploration Threshold - the minimum change the system explores - the smallest "interesting" change it will start to analyze
- Change Isolation Threshold - the minimum contribution considered as "significant", that is - worth further analysis

* Note - the above parameters are defined by the client

6. Explanation of terms and figures

Monthly - Monthly figures compared to the same period last year

Quarterly Accumulated- Figures accumulated since the beginning of the current quarter, compared to the same period last year

Yearly Accumulated- Figures accumulated since the beginning of the year, compared to the same period last year

Sales - Absolute amounts in NIS. Changes are absolute. When the volume change (based on quantities) is different than the sales change by more than 5%, it will be mentioned as well, enclosed in parentheses.

Market/Total Market - The whole category.

Market Niche - the part of the market relevant to the supplier/brand/product currently analyzed, that is - the part in which they compete. Market Niche for suppliers and brands are the collection of segments in which they have sales. Market Niche for single products is defined also by additional attributes such as weight, package size, etc. The report includes volume based measurements of both the share in the market niche, and share of the market niche in the overall market.

Market Share - The volume based share in the market niche. 

Note that market share analysis uses the current breakdown of the market. Therefore, market share figures in market breakdown level refer only to the relevant parts of the market. For example, when analyzing the market share of a product in Zone A, the total market is the total sales in Zone A, the market niche is the product's market niche in Zone A, etc.

Change Figures -
Changes in Sales are relative. For example, sales changing from 40 to 50 is considered as a 25% increase.
Changes in Market share are absolute. For example, market share changing from 40% to 45% is considered as a 5% increase.

Note that the Change Exploration Threshold applies to relative changes in market share as well. For example, when the Change Exploration Threshold is 2%, market share changing from 10% to 11% is considered as significant because the relative change is an increase of 10%.

Competition and prices -
Competitors are searched for in the current market niche (see above). On the supplier and brand levels, the change in the share within the market niche and the change in price are specified. On the product level, the average price is specified as well.


(A similar change in sales has been identified in the last X periods). - a change in sales in the same direction, and within +/- Change Isolation Threshold (see above) 
of the current change has been identified in the previous X periods. 

 

 

 

 

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