Thuật ngữ Retail Audit
Để làm marketing, bạn phải hiểu rõ các thuật ngữ marketing bao gồm: Retail Audit, Brand Health Tracking, và Media.
Trong bài này, xin nói về thuật ngữ Retail Audit. Lúc đầu tôi có định viết tiếng Việt để các bạn dễ hiểu. Nhưng sau đó lại nghĩ rằng, các loại research này thường dành cho FMCG và các cty này doanh số trên 1,000 tỷ. Làm nhân viên trong các cty này thường phải sử dụng tiếng Anh. Vậy thôi, dịch các thuật ngữ này ra cho các bạn để làm gì cho mất công. Nếu có thuật ngữ nào các bạn không hiểu có thể viết ở phần comment, mình sẽ trả lời nhé.
Thuật ngữ Retail Audit
TY - this
year. Represents a period within the current year.
PP - prior period.
Represents the period immediately before the current one, e.g. with weekly data
to 5 Jun 2005, prior week is w/e 29 May 2005, prior 4-weeks is 4 w/e 8 May 2005
and prior quarter is quarter to w/e 6 Mar 2005.
YA - year
ago. Represents the period one year earlier than the current one.
LP - latest
period. Represents the latest period in the database.
MAT - moving
annual total. Represents the year to the latest period of data, e.g. latest 52
weeks, latest 12 months.
YTD - year to
date. Represents the period from the selected start of the year to the latest
period in the database, e.g. calendar YTD is the period from January, financial
YTD is the period from the first month of the financial year.
SKU -
stock-keeping unit. Represents a single product item or barcode.
Total
Market - The Total Market data selection is used for the
calculation of market shares, which will be shares of this market. Only one
selection can be made, which may be a total country, total channel or total
region market as appropriate.
Total
Product - The Total Product data selection is used for the
calculation of product shares, which will be shares of this market. Only one
selection can be made, which may be a total subscription, total category or
total segment as appropriate.
Value
Sales is the total sales for the product expressed in value.
Value
Sales YA is the value sales for the product in the same period
a year ago.
Value
Sales PP is the value sales for the product in the prior
period.
+/- Value
YA is the absolute change in value sales compared to the same period a year
ago. Calculation: Value Sales - Value Sales YA.
+/- Value
PP is the absolute change in value sales compared to the prior period.
Calculation: Value Sales - Value Sales PP.
Value %
Chg YA is the percentage change in value sales compared to the same period a
year ago. Calculation: (Value Sales - Value Sales YA) / Value Sales YA * 100.
Value %
Chg PP is the percentage change in value sales compared to the prior period.
Calculation: (Value Sales - Value Sales PP) / Value Sales PP * 100.
Value %
Share is the selected product’s share of value sales for the selected Total
Product. Calculation: Value Sales / Value Sales for Total Product * 100.
Value %
Share YA is the selected product’s share of value sales for the
selected Total Product in the same period a year ago.
Value %
Share PP is the selected product’s share of value sales for the
selected Total Product in the prior period.
+/- Value
% Share YA is the change in the value % share compared to the same
period a year ago. Calculation: Value % Share - Value % Share YA.
+/- Value
% Share PP is the change in the value % share compared to the
prior period. Calculation: Value % Share - Value % Share PP.
Min Value
% Share is the lowest value share achieved by the product in the market across
the selected time periods. Calculation: Minimum of Value Sales / Value Sales
for Total Product * 100.
Max Value
% Share is the highest value share achieved by the product in the market across
the selected time periods. Calculation: Maximum of Value Sales / Value Sales
for Total Product * 100.
Value %
Shr Of Trade is the selected market’s share of the product’s value
sales for the selected Total Market. Calculation: Value Sales / Value Sales for
Total Market * 100.
Value %
Shr Of Trade YA is the selected market’s share of the product’s value
sales for the selected Total Market in the same period a year ago.
Value %
Shr Of Trade PP is the selected market’s share of the product’s value
sales for the selected Total Market in the prior period.
+/- Value
% Shr Of Trade YA is the change in the value % share of trade compared
to the same period a year ago. Calculation: Value % Shr Of Trade - Value % Shr
Of Trade YA.
+/- Value
% Share Of Trade PP is the change in the value % share of trade compared
to the prior period. Calculation: Value % Shr Of Trade - Value % Shr Of Trade
PP.
Volume
Sales is the total sales for the product expressed in volume, e.g. litres or
kilograms.
Volume
Sales YA is the volume sales for the product in the same period
a year ago.
Volume
Sales PP is the volume sales for the product in the prior
period.
+/- Volume
Sales YA is the absolute change in volume sales compared to the
same period a year ago. Calculation: Volume Sales - Volume Sales YA.
+/- Volume
Sales PP is the absolute change in volume sales compared to the
prior period. Calculation: Volume Sales - Volume Sales PP.
Volume %
Chg YA is the percentage change in volume sales compared to the same period a
year ago. Calculation: (Volume Sales - Volume Sales YA) / Volume Sales YA *
100.
Volume %
Chg PP is the percentage change in volume sales compared to the prior period.
Calculation: (Volume Sales - Volume Sales PP) / Volume Sales PP * 100.
Volume %
Share is the selected product’s share of volume sales for the selected Total
Product. Calculation: Volume Sales / Volume Sales for Total Product * 100.
Volume %
Share YA is the selected product’s share of volume sales for
the selected Total Product in the same period a year ago.
Volume %
Share PP is the selected product’s share of volume sales for
the selected Total Product in the prior period.
+/- Volume
% Share YA is the change in the volume % share compared to the
same period a year ago. Calculation: Volume % Share - Volume % Share YA.
+/- Volume
% Share PP is the change in the volume % share compared to the
prior period. Calculation: Volume % Share - Volume % Share PP.
Wtd In
Stock is the proportion of store turnover that had the product in stock at the
time of audit.
Wtd Out Of
Stock is the proportion of store turnover that handled the product in the
period, but did not have the product in stock at the time of the audit.
Wtd
Purchase Dist is the proportion of store turnover that purchased the
product in the period.
Wtd Total
Stock Dist is the proportion of store turnover that stocked the
product during the period, which were either in stock or out of stock at the
time of the audit.
Wtd
Relative Out Of Stock is the proportion of store turnover handling
the product during the period that were out of stock at the time of the audit.
Calculation: Wtd Out Of Stock Dist / Wtd Total Stock Dist * 100.
Val
S.P.P.D (Wtd) is the average value sales for each percentage point
of weighted distribution for the product.
Calculation: Value Sales / Wtd Total Stock Dist.
Vol
S.P.P.D (Wtd) is the average volume sales for each percentage point
of weighted distribution for the product.
Calculation: Volume Sales / Wtd Total Stock Dist.
Val Cost
Of O.O.S. is an estimation of the value sales that might have
been lost due to out of stocks, assuming a similar level of sales. Calculation:
(Value Sales / Wtd Total Stock Dist) * Wtd Out Of Stock Dist.
Vol Cost
Of O.O.S. is an estimation of the volume sales that might have
been lost due to out of stocks, assuming a similar level of sales. Calculation:
(Volume Sales / Wtd Total Stock Dist) * Wtd Out Of Stock Dist.
Val Cost
Of O.O.S. % Sales is an estimation of the value sales that might have
been lost due to out of stocks, assuming a similar level of sales, expressed as
a percentage of the sales that were achieved. Calculation: Value cost Of O.O.S.
/ Value Sales * 100.
Vol Cost
Of O.O.S. % Sales is an estimation of the volume sales that might have
been lost due to out of stocks, assuming a similar level of sales, expressed as
a percentage of the sales that were achieved. Calculation: Volume cost Of
O.O.S. / Volume Sales * 100.
Active
SKU'S is a count of the number of different items within a category, segment
or brand that were sold during the period, using the item level available in
the database. Calculation: this fact is calculated by counting the number of
database lines for which sales have been recorded. Note - a Total By expression
to sum the items must be used for this calculation to work.
Purchases is the
total purchased volume for the product.
Purchases
YA is the purchases for the product in the same period a year ago
Purchases
PP is the purchases for the product in the prior period.
+/-
Purchases YA is the absolute change in purchases compared to the
same period a year ago. Calculation: Purchases - Purchases YA.
+/-
Purchases PP is the absolute change in purchases compared to the
prior period. Calculation: Purchases - Purchases PP.
Purchases
% Shr is the selected product’s share of purchases for the selected Total
Product. Calculation: Purchases / Purchases for Total Product * 100.
Purchases
% Chg YA is the percentage change in purchases compared to the
same period a year ago. Calculation: (Purchases - Purchases YA) / Purchases YA
* 100.
Purchases
% Chg PP is the percentage change in purchases compared to the
prior period. Calculation: (Purchases - Purchases PP) / Purchases PP * 100.
Total
Stock is the total amount of stocks available in the stores. Calculation:
Forward Stocks + Reserve Stocks.
Stock YA is the
total amount of stocks available in the stores in the same period a year ago.
Care should be taken regarding changes in the number of stores in the market
when comparing these numbers.
Stock PP is the
total amount of stocks available in the stores in the prior period. Care should
be taken regarding changes in the number of stores in the market when comparing
these numbers.
+/- Stock
YA is the absolute change in total stocks compared to the same period a
year ago. Calculation: Total Stock - Total Stock YA.
+/- Stock
PP is the absolute change in total stocks compared to the prior period.
Calculation: Total Stock - Total Stock PP.
Stock %
Shr is the selected product’s share of total stocks for the selected Total
Product. Calculation: Total Stock / Total Stock for Total Product * 100.
Stock %
Chg YA is the percentage change in total stocks compared to the same period a
year ago. Calculation: (Total Stock - Total Stock YA) / Total Stock YA * 100.
Stock %
Chg PP is the percentage change in total stocks compared to the prior period.
Calculation: (Total Stock - Total Stock PP) / Total Stock PP * 100.
Stock To
Sales Ratio is the ratio of total stocks to sales. When examined
in the latest period this indicates how many periods the current stocks are
likely to last at the current selling rate. Calculation: Total Stock / Volume
Sales.
Viết bởi: Đoàn Trung Thảo
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