1. RETAIL AUDIT SAMPLE REPORT
INFANT FORMULA
February – March 2013

2. ALL TYPE OF INFANT FORMULA

3. Market Segments Trend ‐ Seasonality
0.80
Volume
e sales (Milli
ion KG)
0.70
0.69
0.68
0.59
0.60
0.52
0.50
0.54
0.49
TTL Infant Formula
TTL Infant Formula
A
0.40
0.30
0 30
0.20
0.10
B
0.25
0.24
0.25
0.24
0.14
0.14
0.05
0.05
A/M 12
J/J 12
0.20
0.18
0.17
0.17
0.18
0.18
0.11
0.10
0 10
0.11
0.04
0.04
0.04
0.04
A/S 12
O/N 12
D/J 13
C
0.14
F/M 13
0.23
0.20
D
0.00
3

4. Infant Formula Type Segmentation ‐ (Average April/May 12:February/March 13)
Value Share
V l Sh
Volume Share
D; 8%
D; 11%
A; 37%
C; 21%
A; 36%
;
C; 20%
C; 20%
B; 34%
B; 33%
4

5. Infant Formula Type Segmentation
Value Share
V l Sh
Volume Share
100%
7%
11%
11%
11%
12%
12%
11%
19%
19%
17%
18%
20%
24%
34%
34%
32%
32%
33%
32%
36%
36%
39%
38%
35%
33%
F/M
M 13
8%
D/
/J 13
8%
O/N 12
7%
A/
/S 12
7%
J/
/J 12
8%
A/M
M 12
100%
D
80%
21%
21%
19%
20%
22%
C
60%
35%
35%
34%
34%
35%
B
37%
37%
39%
38%
35%
60%
34%
40%
20%
80%
25%
34%
A
40%
20%
0%
F/M
13
D/
/J 13
O/N
12
A/
/S 12
J/
/J 12
A/M
12
0%
5

6. Regional Split‐Volume share (Average April/May 12:February/March 13)
Region 1
Region 1
6%
Region 2
7%
Region 3
5%
Region 9 North
Region 9 Central
Region 9 Central
Region 9
45%
28%
22%
Region 4
3%
Region 9 South
50%
Region 5
8%
Region 6
10%
g
Region 8
7%
Region 7
9%
6

7. Regional Split‐Volume share
100%
9%
7%
80%
11%
4%
4%
10%
10%
5%
10%
9%
11%
9%
7%
9%
2%
5%
7%
6%
8%
2%
5%
7%
8%
7%
3%
6%
7%
7%
8%
%
3%
6%
6%
8%
46%
45%
47%
48%
11%
9%
8%
7%
11%
40%
20%
8%
3%
4%
7%
5%
42%
20%
60%
8%
3%
5%
7%
5%
44%
19%
18%
19%
20%
54%
57%
57%
56%
Region 7
Region 6
Region 6
21%
54%
Region 8
Region 8
56%
Region 5
Region 4
Region 4
Region 3
Region 2
Region 2
Region 9 North
27%
27%
25%
24%
24%
24%
0%
Region 9 Central
Region 9 Central
Region 1
Region 9
Region 9
Region 9 South
A/M 12
J/J 12
A/S 12
O/N 12
D/J 13
F/M 13
7

8. Top Manufacturers – (Average April/May 12:February/March 13)
Volume Share
Volume Share
Company 1
37%
17%
Company 2
14%
Company 3
Company 4
Company 5
Value Share
Value Share
9%
6%
35%
Company 1
16%
Company 3
12%
Company 2
Company 5
9%
Company 4
8%
8

9. Top Manufacturers – (Average April/May 12:February/March 13)
Volume Share
Volume Share
Value Share
Value Share
100%
100%
17% 19% 21%
25% 25% 16% 12% 11% 13%
60%
Company 3
34% 34%
40%
41% 40% 38% 38%
21%
20%
Company 1
2%
11%
17%
19%
Company 2
20%
7%
5%
8%
7%
12%
35%
35%
39%
7%
10%
9%
11%
12%
7%
7%
20%
23%
33%
32%
35%
F/
/M 13
Company 4
8%
5%
D
D/J 13
80%
O
O/N 12
11% 10%
8%
7%
A
A/S 12
40%
13% 16%
8%
Company 5
C
5
J/J 12
60%
4%
9%
2%
4%
9%
9%
A/
/M 12
80%
5%
9%
12%
8%
23%
0%
F/
/M 13
D
D/J 13
O/N 12
A
A/S 12
J/J 12
A/
/M 12
0%
9

10. Top Players – Region Importance
Feb_Mar 2013
Feb_Mar 2012
12%
Company 5
6%
1%
0.1%7%
1%
4%
16%
5%
Company 4 1% 8%2%2% 18%
2%
53%
Company 5
45%
15%
9%
11%
5%
9% 6%4%
13% 2%
9%
46%
1%
0.3%
4%4% 9% 12%
Company 4 6%
48%
8%
Not available in market
Company 3
Company 2 4% 10%2% 3% 16% 7%
3%
Company 3
5% 7% 9% 11% 5%
3%
7%
45%
6%
15%
Company 2 3%
39%
8%3% 13% 6% 8% 6%
47%
5%
Company 1
Company 1
6%
10%
6%3% 10% 7%
3%
8%
Total Infant
5% 8% 5% 8% 11% 7%
3%
9%
Formula
0%
Region 1
Region 1
50%
Region 2
Region 2
Region 3
Region 3
47%
Company 1
C
1
44%
Total Infant
8%
Formula
100%
Region 4
Region 4
0%
Region 5
Region 5
6% 8% 7% 10% 7%
1%
%
8%
Region 6
Region 6
49%
3%
6% 8% 7% 10% 5%
48%
6%
20%
Region 7
Region 7
40%
60%
Region 8
Region 8
80%
100%
Region 9
Region 9
10

11. Top Players – Region 9
Feb_Mar 2013
Feb_Mar
Feb Mar 2012
26%
Company 5
23%
Company 1
C
1
40%
53%
33%
Company 5
Company 4
24%
Not available in market
Company 3
Company 2
22%
Company 4
Company 4
23%
Total Infant
Formula
25%
0%
46%
39%
48%
50%
Region 9 North
20%
18%
59%
50%
21%
32%
27%
57%
16%
Company 2
24%
63%
13%
C
1
Company 1
26%
55%
19%
Total Infant
Formula
25%
56%
20%
Company 3
32%
38%
28%
100%
Region 9 Centeral
0%
50%
100%
Region 9 South
11

12. Top Brands – (Average April/May 12:February/March 13)
Volume Share
Volume Share
33%
Brand A
17%
Brand B
14%
Brand C
Brand D
Brand E
Value Share
Value Share
9%
6%
32%
Brand A
16%
Brand C
12%
Brand B
Brand E
9%
Brand D
8%
12

13. Top Bands
Volume Share
Volume Share
Value Share
Value Share
100%
100%
BrandE
d
7%
8%
11% 10%
13% 16%
16% 18%
9%
80%
8%
BrandD
60%
20%
25% 25% 16% 12%
11% 13%
BrandC
40%
7%
5%
8%
5%
21%
19%
2%
8%
7%
11%
16%
12%
7%
10%
9%
11%
12%
7%
7%
20%
22%
29%
28%
32%
F/
/M 13
40%
5%
9%
D
D/J 13
60%
4%
9%
2%
4%
9%
O/
/N 12
80%
12%
8%
23%
32%
32%
36%
A
A/S 12
20%
36% 35% 34% 34%
J
J/J 12
30% 30%
A/
/M 12
BrandB
20%
BrandA
0%
F/
/M 13
D
D/J 13
O/N 12
A
A/S 12
J/J 12
A/
/M 12
0%
13

14. Brand Performance – Brand A
120%
2%
0.1%
0.8%
6%
3%
1%
97%
97%
98%
97%
97%
95%
30%
30%
36%
35%
34%
34%
98%
99%
99%
93%
95%
97%
A/M 12
A/M 12
J/J 12
J/J 12
A/S 12
A/S 12
O/N 12
O/N 12
D/J 13
D/J 13
F/M 13
F/M 13
100%
80%
60%
40%
20%
0%
Weighted Out Of Stock
Volume Share
Weighted Stocking
Numeric Handling Distribution
g
14

15. Turnover Distribution Company 1 ‐ Region Importance (February/March 13)
Region
Region 6 Region 4 Region 5 Region 7 Region 8 Region 9 Region 2 Region 1 Region 3
Total Country
Total Manufacture
7%
1%
8%
10%
7%
49%
5%
8%
6%
100%
Brand A
7%
1%
8%
10%
7%
48%
5%
8%
6%
100%
Brand F
2%
4%
9%
10%
2%
53%
3%
13%
4%
100%
Region 1
Region 2
49%
Region 3
8%
Region 4
5%
6%
7%
8%
10% 7%
1%
Region 5
Region 6
Region 7
Region 8
Region 9
15

16. Turnover Distribution Company 1– Region 9 Importance (Feb/Mar 13)
Region
Region 9 North Region 9 Central
Region 9 South
Total Region 9
Total Manufacture
26%
55%
19%
100%
Brand A
26%
56%
18%
100%
Brand F
27%
47%
26%
100%
19%
Region 9 North
26%
Region 9 Central
55%
Region 9 South
16

17. Cost Of Out of Stock
350
329
300
M
Million Toom
mans
250
200
187
177
200
Brand B
179
Brand C
150
Brand A
108
100
50
0
49
24
0
0
A/M 12
54
48
29
9
117
104
41
25
3
J/J 12
A/S 12
O/N 12
D/J 13
F/M 13
17

18. THANK YOU
EMRC
#7, Sheik Bahayi sq. – Tehran, Iran
Tel: +98 21 88 620 500
T l 98 21 88 620 500
Fax: +98 21 880 54 753
E‐mail: emrc@emrc.info