Module Overview

  • 1

    Welcome & Overview

    • Category Data Driven Insights

    • Johan Van Bouwel Message

    • Year Long Program

    • Insight Driven Value Training Series

    • A new module each month
  • 2

    Introduction to Category Data

    • Recap on the different types of Data

    • Using Category Data to answer Business Questions

    • Where Category Data comes from

    • What is "Tradebrand"?

    • What is not included in GFK data?

    • Explaining Market Coverage

    • Where to go for further questions on GFK

    • Exercise to check understanding
  • 3

    More Key Measures & process for getting Insights from GFK data

    • Introduction

    • Average Weighted Distribution

    • Rate of Sale - introduction

    • Rate of Sale - how to calculate

    • Using Data attributes to focus our Analysis

    • Using the "5 Whys?" - a process for analysing the Data

    • Introduction to the Case Study

    • How is the Category Performing?

    • Why #1 - Why did the category grow?

    • Why #2 - Why did the Average Price increase?

    • Why #3 - Why did the €200+ Price Point grow?

    • Why #4 - Why did Dyson grow so fast?

    • Why #5 - What did Dyson do to grow the Rate of Sale?

    • Summary of what we have learned by using the 5 Whys?

    • Exercise to check understanding
  • 4

    Using Benchmarks to assess True Performance

    • How is my Brand performing?

    • Introduction to Benchmarking

    • Focus on the right part of the Category

    • Drilling into individual Price Points / Bands

    • Identifying the right Benchmark

    • Completing the Brand analysis

    • Category performance - summary

    • Brand performance - summary
  • 5

    Clustering Insights & What it Means for Panasonic

    • Clustering Insights - introduction

    • How to start Clustering Insights

    • Completing the process

    • The Opportunity for Panasonic

    • What were the Results?

    • Benefits of using Category Data - Before & After

    • Exercise to check understanding
  • 6

    Summary

    • Category Data Driven Insights - downloadable Checklist

    • Assignment - Take Action

    • Provide Your Feedback

    • Next Module