代写代考 SALES 2005-2006

Strategy Overview

This assignment gives you a chance to practice how to perform a sales performance analysis using POS data.

To complete this assignment it will be helpful to review the handouts for session 3 and 4, posted on NYU Classes.

The assignment entails analyzing the sales performance of Nutella, within the chocolate spread category.

You will find a spreadsheet with POS data for 2012, 2013 and 2014 posted on NYU Classes, under Assignments.

Exercise 2

Sales Performance Analysis

This assignment gives you a chance to practice how to perform a sales performance analysis using POS data.

To complete this assignment it will be helpful to review the handouts for session 3 and 4, posted on NYU Classes.

The assignment entails analyzing the sales performance of Nutella, within the chocolate spread category.

You will find a spreadsheet with POS data for 2012, 2013 and 2014 posted on NYU Classes, under Assignments.

Due Jan 10 (Tuesday), at 7AM EST (submit electronically via Brightspace)

The assignment is to be completed either individually or in teams of 2 students.
This assignment gives you a chance to perform a sales performance analysis using real POS data.
The assignment entails analyzing the sales performance of the brand Nutella, within the chocolate spread category.
To complete this assignment review the handouts posted on Brightspace (i.e., Sales Performance Analysis).
This assignment is worth 100 points. Each slide in your report has a value of 10 points.
INSTRUCTIONS
Exercise 2 – Sales Performance Analysis
© . Introduction to Marketing

You have just been appointed as the new brand management team responsible for the brand Nutella in the US.

, the Chief Marketing Officer (CMO) of SA, asked you to put together a yearly marketing plan for Nutella. She told you to start by reviewing Nutella’s sales performance over the past 3 years, using OS data. Your goal is to prepare a report (deck of 10 slides) to share your sales performance analysis with .

Exercise 2 – Sales Performance Analysis
© . Introduction to Marketing

The next slide illustrates the basic structure you should follow to organize each slide in your report.

TITLE DESCRIPTIVE OF SLIDE CONTENT

Action title: the action title contains the main message the slide conveys

Charts, tables, graphs etc.
Main insights
© . Introduction to Marketing

The next two slides were prepared by the marketing manager of a brand called Simmenthal.

The overall category seems to be stable: in 2006 dollar sales for the category were up 1.1% vs. py (prior year), whereas volume sales were up 1.3% vs py.
Simmenthal reinforced its leadership position, growing faster than the overall category: in 2006 dollar sales were up 2.5% vs py and volume sales were up 3.1% vs py.
Manzotin weakened it position, as its sales declined more than the overall category: in 2006 dollar sales were down 3.5% vs py and volume sales were down 2.5% vs py.
Montana was basically stable: in 2006 dollar sales were down 0.5% vs py and volume sales were down 0.8% vs py.
Private Labels were stable: in 2006 dollar sales were down 0.3% vs py and volume sales were down 0.7% vs py.
Overall, the category seems to have reached a saturation point, and that means that any increase in sales for Simmenthal will have to come at the expense of competing brands (i.e. stealing market share away from competitors)
DOLLAR AND VOLUME SALES 2005-2006
In a rather stagnant category, Simmenthal grew both dollar and volume sales in 2006
DOLLAR SALES ($M) 2005 2006
Category 168 170
% vs py 2.7 1.1
Simmenthal 117 120
% vs py 1.3 2.5
Manzotin 28 27
% vs py (3.5) (3.5)
Montana 15.5 15.4
% vs py 0.1 (0.5)
Plbs 7.5 7.6
% vs py 0.1 (0.3)

VOLUME SALES (Tons) 2005 2006
Category 20,630 20,900
% vs py 2.7 1.3
Simmenthal 12,900 13,300
% vs py 1.3 3.1
Manzotin 3,900 3,800
% vs py (3.5) (2.5)
Montana 2,520 2,500
% vs py 0.1 (0.8)
Plbs 1,310 1,300
% vs py 0.1 (0.7)

Simmenthal is the leading brand, with a 70.6% dollar market share and a 63.6% volume market share in 2006
Simmenthal reinforced its leadership position in 2006, growing its dollar market share by 1 percentage point vs py and volume market share by 1.1 percentage points vs py.
Simmenthal’s market share growth came mainly at the expense of Manzotin, who lost market share
Manzotin is the second largest player, with a with a 15.9% dollar market share and a 18.2% volume market share in 2006
Manzotin’s position weakened in 2006, as its dollar market share decreased by 0.8 percentage points vs py and volume market share by 0.7 percentage points vs py.
Montana is the third largest player, with a 9% dollar market share and a 12% volume market share in 2006; its position was basically stable
Private labels are marginal players, with a 4.5% dollar market share and a 6.2% volume market share in 2006; their position was basically stable
DOLLAR AND VOLUME SHARES 2005-2006
Simmenthal’s sales growth was achieved by stealing sales from competitors, as demonstrated by an increase in its market share
DOLLAR SHARES (%) 2005 2006
Category 100% 100%
+/- point vs py – –
Simmenthal 69.6% 70,6%
+/- point vs py 1.3 1.0
Manzotin 16.7% 15.9%
+/- point vs py (3.5) (0.8)
Montana 9.2% 9%
+/- point vs py 0.1 (0.2)
Plbs 4.5% 4.5%
+/- point vs py 0.1 0.0

VOLUME SHARES (%) 2005 2006
Category 100% 100%
+/- point vs py – –
Simmenthal 62.5% 63.6%
+/- point vs py 1.3 1.1
Manzotin 18.9% 18.2%
+/- point vs py (3.5) (0.7)
Montana 12.3% 12%
+/- point vs py 0.1 (0.3)
Plbs 6.3% 6.2%
+/- point vs py 0.1 (0.1)

YOUR REPORT…

Nutella Sales Performance Analysis

YOUR NAMES: _________________________
_________________________

CLASS SECTION: _______________________

Slide 1: Volume & Dollar Sales
This slide should provide a broad overview of volume and dollar sales for the total category, as well as for each brand competing in the category.

In particular, the data should be presented in 2 tables (one for dollar and one for volume sales):

(1) Dollar sales for 2012, 2013 and 2014, for the total category and each competing brand, and with clear indication of the % change year over year
(2) Volume sales for 2012, 2013 and 2014, for the total category and each competing brand, and with clear indication of the % change year over year

The question asks you to consider sales at the brand level. Thus, if a brand has more than one UPC, you will first need to aggregate sales across UPCs to obtain sales at the brand level.
The question asks you for yearly sales, so you will have to aggregate sales across 12 months
Remember that Volume sales are NOT Unit sales. Your dataset does not provide volume sales, but you can easily calculate it based on the data provided.

Slide 2: Volume & Dollar Shares

This slide should provide a broad overview of volume and dollar shares for each brand competing in the category.

In particular, the data should be presented in 2 tables (one for dollar and one for volume shares):

(1) Dollar shares for 2012, 2013 and 2014, for the total category (share of the category is obviously 100%) and each competing brand, and with clear indication of the change in market share year over year
(2) Volume shares for 2012, 2013 and 2014, for the total category (share of the category is obviously 100%) and each competing brand, and with clear indication of the change in market share year over year

The question asks you to consider shares at the brand level. Thus, if a brand has more than one UPC, you will first need to aggregate sales across UPCs to obtain sales at the brand level.
The question asks you for yearly shares, so you will have to aggregate sales across 12 months.
Remember that Volume shares are NOT Unit shares. Your dataset does not provide volume sales, but you can easily calculate it based on the data provided.
© . Introduction to Marketing

Slide 3: Seasonality
This slide should provide an analysis of the category seasonality.

In particular, the data should be presented as a seasonality index, plotted on a chart that that illustrates how volume sales varies throughout the year (i.e. seasonality), over the past 3 years.

The question asks you to consider seasonality only for the overall category. Don’t worry about seasonality for Nutella or other specific brands.
The question asks you to look at seasonality only in terms of volume sales. Don’t worry about seasonality in terms of dollar or unit sales.
The question asks you to express seasonality as an index. The index is clearly not provided in your dataset, you will have to calculate it. Detailed instructions, as well as an example on how to calculate a seasonality index are provided in the handouts.
The question asks you to explore seasonality over the past 3 years. Make sure to comment on whether seasonality changed over the past 3 years.
The question asks you to present the data using a chart, that visually illustrates your seasonality index. You will find an example of such a chart in the handouts.
© . Introduction to Marketing

Slide 4: Price Gap in 2014
This slide should provide an analysis of price gaps between brands, for their 13oz. products, in 2014.

In particular, the data should be presented in 1 table as illustrated below:

The question asks you to consider price gap only for the 13oz products (it would not make sense to compare prices for UPCs that have different sizes).
Notice that Jif and Hershey’s each have 3 UPCs that are 13oz. Thus, for these two brands, you will have to average prices across all of their 13oz UPCs.
The question asks you to look at price gap only in 2014. Don’t worry about the previous years.
The question asks you for average prices for the year, so you will have to aggregate prices across 12 months.
The question asks you to present the data using a table, like the one below (note that those are made up numbers, just as an example). For Nutella 13oz, the price should be expressed in dollars. For all the other competing brands, the price should be expressed as a % gap with respect to the price of Nutella. To illustrate, a -15% no-promo price for Competing Brand 1 indicates that Competing Brand 1 is 15% cheaper than Nutella (i.e. 15% cheaper than $10).
2014 PRICE GAP (%) NO-PROMO PRICE PROMO PRICE AVERAGE PRICE
Nutella 13oz $10 $11 $12

Competing Brand 1 -15% -4% -10%

Competing Brand 2 -30% -15% -20%

Competing Brand 3 +3% +7% +4%

… …. … …

Slide 5: Base & Incremental Sales in 2014 (Nutella only)
This slide should provide an analysis of dollar Base vs. Incremental sales for Nutella.

In particular, the data should be plotted using a chart that illustrates how base and incremental sales, in dollars, varied throughout the year, in 2014.

The question asks you to consider base vs. incremental sales only for Nutella. Don’t worry about other brands.
The question asks you to look at base vs. incremental sales, only in terms of dollar sales. Don’t worry about base and incremental for volume or unit sales, you do not even have data for those metrics.
The question asks you to explore base vs. incremental sales for Nutella, only in 2014. Don’t worry about the previous years.
The question asks you present the data using a chart that visually illustrates base and incremental sales. You will find an example of such a chart in the handouts.
© . Introduction to Marketing

Slide 6: Distribution (Nutella vs. Hershey’s)
This slide should provide an analysis of breadth of distribution on a monthly basis, for Nutella’s and Hershey’s UPCs.

In particular, the data should be plotted using a chart that illustrates how breadth of distribution for Nutella’s and Hershey’s 3 UPCs varied on a monthly basis over the three years.

The question asks you to consider breadth of distribution for Nutella and Hershey’s UPCs only. Don’t worry about other brands.
The question asks you to examine breadth of distribution for each of the 3 UPC of Nutella and each of the 3 UPC of Hershey’s.
The question asks you present the data using a chart, that visually illustrates distribution month by month over the three years.
© . Introduction to Marketing

Slide 7: Velocity (Nutella vs. Hershey’s)
This slide should provide an analysis of velocity on a monthly basis, for Nutella’s and Hershey’s UPCs.

In particular, the data should be plotted using a chart that illustrates how velocity for Nutella’s and Hershey’s 3 UPCs varied on a monthly basis over the three years.

The question asks you to consider velocity for Nutella and Hershey’s UPCs only. Don’t worry about other brands.
The question asks you to examine velocity for each of the 3 UPC of Nutella and each of the 3 UPC of Hershey’s.
The question asks you present the data using a chart, that visually illustrates velocity month by month over the three years
© . Introduction to Marketing

Slide 8: Promotion Intensity (Nutella vs. Hershey’s)
This slide should provide an analysis of promotion intensity on a monthly basis, for Nutella’s and Hershey’s UPCs.

In particular, the data should be plotted using a chart that illustrates how promotion intensity for Nutella’s and Hershey’s 3 UPCs varied on a monthly basis over the three years.

The question asks you to consider promotion intensity for Nutella and Hershey’s UPCs only. Don’t worry about other brands.
The question asks you to examine promotion intensity for each of the 3 UPC of Nutella and each of the 3 UPC of Hershey’s.
The question asks you present the data using a chart, that visually illustrates promotion intensity month by month over the three years
© . Introduction to Marketing

Slide 9: Promotion Effectiveness (Nutella only)
This slide should provide an analysis of promotion effectiveness on a monthly basis, for Nutella’s UPCs.

In particular, the data should be plotted using a chart that illustrates how %lift for Nutella’s UPCs varied on a monthly basis over the three years.

The question asks you to consider promotion effectiveness for Nutella only. Don’t worry about other brands.
The question asks you to examine promotion effectiveness for each of the 3 UPC of Nutella.
The question asks you present the data using a chart, that visually illustrates %lift month by month over the three years
© . Introduction to Marketing

Slide 10: Brand Management Recommendations for 2015
This slide should provide a summary of the key insights derived from your analysis, and key recommendations to Nutella’s Brand Manager for 2015.

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