Nielsen Case

NIELSEN CASE: Analysis of Sparkling wine
Ghent University

INDEX:
Introduction…………………………………………………………………………………………………………………………………3
I) Market…………………………………………………………………………………………………………………………….3

II) Product…………………………………………………………………………………………………………………………...4
a. Colour……………………………………………………………………………………………………………………….4
b. Brand………………………………………………………………………………………………………………………..5c. SKU……………………………………………………………………………………………………………………………5

III) Fact………………………………………………………………………………………………………………………………….6

IV) Periods…………………………………………………………………………………………………………………………….8
d. Sales Value by periods……………………………………………………………………………………………….8
e. Promo pressure by periods……………………………………………………………………………………….8
f. Price analysis byperiods……………………………………………………………………………………………9
g. Sales Volume by periods……………………………………………………………………………………………9

V) SWOT Analysis……………………………………………………………………………………………………………….10

VI) Recommendations…………………………………………………………………………………………………………11

INTRODUCTION:
The aim of this report is giving information to Retailer X about:
* The most important trends in belgian market of sparkling wine.
* Retailer X’s key figures, pointing where is the Retailer doing good , where he needs to improve.* Which areas should he compete and with which specific types of wine.
* The priority in which Retailer should act next year to improve his situation.

I. Market
There are five areas in Belgium market: North West (East & West-Flanders), North East (Limburg, Antwerpen & Brabant), Brussels , South West (Hainaut & W. Brabant) and South East (Liège, Namur & Luxembourg).* Analyzing the market we found that the areas in Belgium which consume more wine are North West and North East (around 63, 86% of total sparkling).

* The most consumed wine in Belgium is the white wine, as we can see in the percentages, (95,54% of white wine and 4,46% of rose wine). Within the white wine, white Brut presents a higher strength with a 75,49% of the total sparklingwine followed by the white D. Sec and the white Doux with 15,46% and 4,57% respectively. Moreover, within the Rose Wine, Rose Brut has higher weight 3,85% followed by the Rose Doux and Rose D. Sec with a 0,4% and 0,21% respectively.

* The Belgian market, traditionally a market for the beer, is experiencing an increase of the consumption of wine to a rapid and regular pace.

* F1market has lost market share in favor of F2 market and Retailer X. Hard discounters have lost market share too. Despite of this, all markets have grown around 17 %.


* All prices have increased, but meanwhile F1 has only experimented an increase of 0,16 %, the rest of the markets have supported a larger increase.
* Prices have increased around 2,28% in the F2 market, speciallyRetailer X’s , which are around the 3,19%.
* What is most striking is the growth of the hard discount prices, around 7 %.


II. Product
COLOUR: * We can see that retailer X sales act as sales in Belgium and, in F2, they sell more white than rose wine. All the types have increased the sales except white demi sec, whichhas decreased. * Doing the variation rate, we can observe that total mousseux has changed the same, but white ones have increased less for the retailer X (5%) than for F2 shop types (17%), instead, rose have increased 275% for the retailer and only 48% for F2. So looking at the absolute numbers, we see that white wines are the 83% of the total sales whereas 14% is for rose wines so thisincreased of 275% is not as important as look firstly. | | |
BRAND

* We only have information about white wine, and firstly we can see that there are lots of different brands and much of them are not sold by retailer X.
* Brands in red should be dropped out, they are not important in the market share and the...