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 Definition |
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All kinds of surveys and researches to provide
information related to 'Place' among marketing's 4Ps
and to support decision making |
| Necessity |
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Distribution is an essential process to deliver a certain product to end-users after it is launched.
With products becoming similar,first mover's
advantage and competitive edge in distribution is becoming all the more
significant for market dominance and expansion. Distribution
survey is an essential process to understand changes in the
overall distribution market, strengths and weaknesses of your company's
distribution system, and challenges posed by competitors in this
rapidly changing situation. |
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The survey analyzes the distribution market structure of a specific
products. Research on distribution market structure, retail census and
retail audit, are the examples. |
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The survey evaluates current status and performance
of distribution activities of general manufacturers or service
providers, helping their decision making process in specific
channels. Evaluation on sales activities of dealers, dealing
rate survey, quick response survey, retailer satisfaction survey,
and display evaluation survey, are the examples. |
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The survey supports internal decision making of
large discount stores and chain stores. Retail price survey,
assortment survey, competitor M/S survey, discount store satisfaction
level survey, research on strategies for under-performers, and shopper
monitoring, are the examples. |
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| Retail
Census |
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Retail Census is used to survey all shops in a given category
in a specific region. When surveying a specific category of
business (e.g, food retailers, restaurants, stationeries, etc),
this survey method is used to get data of individual retailers
that cannot be acquired from sample surveys. For example,
when distribution of a specific product is being shifted to
a new channel that has not been tried before, the retail census
is useful to get ample data. In addition,
retail census can be used to restructure an organization. when the existing
organization is too large (e.g. dealer organization).
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| Retail
Audit |
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The survey forecasts retail sales volume by
tracking inventories and purchases at end sellers on a regular basis. Through
this survey, detailed market size of each product and each channel,
and competitiveness of each company and brand can be accurately
analyzed. |
| Survey
on launching of new shops |
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The survey collects and analyzed data required for a successful launching of a new shop.
Through this survey, characteristics of existing market structure
and strengths and weaknesses of competitors are defined to present
Practical strategies for a successful launching of a new shop. |
| Existing
shop competitiveness survey / cause analysis of under-performing
shops |
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The survey provides core information to measure and manage sales performance and competitiveness of existing shops. It analyzes customer use rate and customer's perception of the existing shops.
The result can be used to devise practical solutions to boost competitiveness. |
| Survey
for product competitiveness enhancement |
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PB product satisfaction survey: This is designed
to boost PB product sales, to manage distributors' profits.
Customer satisfaction and dissatisfaction for each PB product
are analyzed, and practical solutions are proposed. For each
category of PB products, satisfaction level by attribute such
as quality, packaging, and price, are assessed better
management are provided. survey result can be used to increase PB product
sales for clients. |
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Other surveys to strengthen product competitiveness:
price survey, assortment survey, missing rate survey
Missing rate survey: able to manage competitiveness of a shop
in each category by identifying guality of primary food, price
of processed food, product assortment and missing rate. |
| Sales
activity survey for manufacturers |
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Sales activity survey of each agent shop: Sales
activities of an agent shop in a given region are reviewed
for evaluation and incentive purposes. Handling of major products, display
and sales force status, in each region are surveyed to
evaluate sales activities of each agenc shop. Through this survey,
competition among small shops as well as large stores can be
identified, and sales strategies can be established accordingly.
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| Shop
monitoring survey |
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ISM activities
of major products or new products are assessed through the survey. ISM activities such as recommending
rate, stickers in shops, and promotional desks, are evaluated
by researchers who pretend to be customers. |
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