Skip to content
File Support Ticket
  • There are no suggestions because the search field is empty.

Understanding the Market Index Analysis Dashboards

Indexing shows where a category, style, package type, etc., may be underdeveloped or well developed in a specific retailer or specific market vs the wider market.

The Market Index dashboards show us how a particular retailer (e.g., Publix Corp RMA), has invested in a particular alcoholic beverage attribute, such as PILSNERS, vs the wider market (Publix Corp CRMA).

So, the first order of business on these dashboards is to choose a PRIMARY GEOGRAPHY (such as Publix Corp RMA) and a COMPETITIVE GEOGRAPHY (such as Publix Corp CRMA). 

Alternatively, rather than comparing an RMA to its corresponding CRMA, we could compare a market geography (e.g., Columbus, OH- Food), vs the entire state (Ohio-Food).  We could also compare Total US - Food with Total US - Multi Outlet, to see the dollar share of PILSNERS in the U.S. grocery channel vs the share of PILSNERS in the nation's wider market (Multi Outlet would include Walmart and Target and Drug retailers in addition to Grocery chains).

When opening either of the Geography filters to see its list, jump to a certain place in the alphabet by typing the first letter of the Geography you're looking for. 

Use the SEGMENT LEVEL parameter to choose the attribute or brand level you want to see in the chart. The chart will show you if a certain style, package size, or brand is “underdeveloped” or “well developed” in the Primary Geography, based upon its share percentage vs other attributes in the same attribute bucket.

We can see the dollar share of PILSNERS vs all other Beer Styles which have sold in the Primary Geography. If Pilsners have a greater share of the sales in the Competitive Geography (Ohio-Food) than they do in the Primary Geography (e.g., Columbus, OH - Food), it means Pilsners are underdeveloped in Columbus, OH vs the entire state of Ohio. If something is underdeveloped, we see “opportunity for improvement”.

COMPARATIVE INDEX (second column from right): A Comparative Index of less than 100 means that something is underdeveloped in comparison with the rest of the market. An index over 100 means it's well developed.

DOLLAR RISK (far right column): Risk is what the retailer stands to lose if they don't keep/protect something’s dollar share % if something is indexed over 100, but it can also represent dollars which could be gained if something is indexed under 100 (underdeveloped). If something is underdeveloped in the PRIMARY GEOGRAPHY, and its share of the mix is increased to match the share it has in the COMPETITIVE GEOGRAPHY, its index will rise to 100. In this scenario, the Dollar Risk number represents an approximation of the total revenue boost a retailer could anticipate across the number of weeks selected in your timeframe filter by increasing the share/exposure of the attribute or brand in question.

The idea is to help the retailer win – “here’s what I’ve discovered about your business”. Then, you can spin the story in your favor: “we have an item which is performing well/showing high velocity and fits into one of your underdeveloped categories” and “the market is supporting this upward trend – no reason you can’t jump onto that”.

How are COMPARATIVE INDEX and DOLLAR RISK being calculated?

COMPARATIVE INDEX:

  1. Divide a dimension’s Primary Geography Share % by its Comparison Geography Share %
  2. Multiply the result by 100

DOLLAR RISK:

  1. divide the total beer category dollars for the primary geography by 100 to get the value of a “SINGLE SHARE POINT”
  2. subtract the Primary Geography’s share % from the Comparison Geography’s share % to get the “SHARE POINT GAP”
  3. multiply the value of a SINGLE SHARE POINT by the SHARE POINT GAP to get the “$ Gap” or “Risk”