AC NIELSEN'S MARKET INFORMATION DIGEST USER GUIDE by eev20631

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									AC NIELSEN’S MARKET INFORMATION DIGEST USER GUIDE

WHAT IS MARKET INFORMATION DIGEST?

Market Information Digest from ACNielsen provides analysis of the FMCG (fast
moving consumer goods) grocery industry in New Zealand, using trade and product
category data for 400+ FMCG scanned grocery categories.

MID is used by consumer goods marketers, advertising, consulting or related services
professionals for FMCG, and venture capitalists, to assist retail market planning. The data is
mostly sourced from ACNielsen SCANTRACK and is in two parts – Channel Overviews
and Category Reports.

WHAT DOES MID DELIVER?

 Channel Overview                                            Category Reports
 Grocery and Organised Service Stations                      375+ Grocery categories

 • Store numbers                                              • Category size and growth by value and
 • Sales trends                                                 volume
 • Top and bottom growth categories                           • Average price
 • All category ranking report                                • Segmentation $ share and % growth
 • Controlled label summary*                                  • Seasonality ($ sales)
 • Manufacturer report                                        • Market location ($ sales)
 • Household penetration                                      • Top 5 manufacturers by value
 • Key shopping days/times                                    • Top 5 brands by value
 * Not available for Service Stations

HOW TO FIND THE DATABASE

The Library provides access in two formats, print and electronic

1. Print versions are available in the Statistics collection, Level M General Library. Call
number S2/NZ DISgr. These are Reference Only (not borrowable).
The Library holds 1992; 1994; 2000; 2001; and Supplement: Jan 2006.

2. The electronic database (2007 data) is available on six workstations in the Business
Information Centre, Level 2, Owen G Glenn Building, and on the Marketing Librarian’s pc in
the General Library. Please contact Shari Hearne at s.hearne@auckland.ac.nz for further
information, or to conduct a mediated search.

Please note that access to the electronic database is not available on laptops, off campus, or on
machines other than as noted above under 2.

HOW TO ACCESS THE ELECTRONIC DATABASE

    •    To start, Logon using your NetAccount ID and password
    •    Find the MID icon on the computer desktop and click
    •    The MID Homepage will open



Business & Economics Information Services, University of Auckland Library.
August 2008.
HOW TO USE THE DATABASE

1.   MID Homepage




•    Ignore the ‘Contact Us’ and ‘Installation’ boxes, if present on the homepage
•    Please ask a Librarian if you encounter problems with the database
•    The data is presented in a series of PowerPoint slides, which may take some time to open
•    The database is not fully compatible with Office 2007
•    The database is not compatible with Endnote
•    For hints and tips, hover the mouse pointer over the report option to see pop-up text boxes


2.   Channel Overview Supermarkets

•    These are summary reports of the NZ supermarket grocery trade




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3.   Examples of Channel Overview Reports




•    Use the Toolbar icons (ReportBook Explorer; Panel; Report Book Selection; Report;
     Analysis; Panel type) to find and sort reports and analyses




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4.   Category Reports Supermarket




5.   Example of a Grocery Report




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PRINTING

Note: To print on campus, you must have sufficient money in your printing account. The
cost of printed pages is deducted automatically from your account when you print.
To print out, swipe your ID card or log on to a print station with your NetID and UoA
password.

For more information, please go to http://ec.auckland.ac.nz/

   •   Category or Product Reports: click on the Print Button at the top of the screen,
       or go File > Print.
   •   Channel Overview Supermarket Reports: click on the Print Button at the top
       of the screen, or go File > Print > and select your preferred option from:
           o current report / analysis or page;
           o the entire report book;
           o or, selections from the report book. If this option is selected, you then go
               to the panels or pages to select the data you wish to print. Then click OK.




CREATING FILES AND SAVING REPORTS

Note: This is the only way you can access the data outside of the Library. Please do
not use the Save button to save data. Instead you must use either the copy option, or
the generate file option as outlined below.

1. Copy Options

   •   Grocery Product Reports: click in the Title box of the report; then go
       Edit>Copy or, Copy Report. Open a new MS Word document. Go Edit>Paste or
       Ctrl + V (together) to insert the report into the Word document. Then Save to
       your USB flash drive.
   •   Channel overview Reports: use the copy option for graphs only. Complete table
       of data cannot be copied using this method. Follow instructions as in bullet point
       above.




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2. Generate File Options

   •   Go to File > Generate >
   •   Select from the options: Current Report / Analysis/Page; Entire Report Book;
       Sections from the Report Book; or, Current Panel and click.
   •   Select Output type. Please select either PowerPoint or HTML, as at present
       compatibility problems exist when using Excel or Word.
   •   Click Browse
   •   Assign a filename and save to your flash drive
   •   Click Next
   •   Then Finish and wait for the file to be successfully saved

Once you have generated a HTML file, you can import the data from this file to an
Excel spreadsheet.

   •   Open a new spreadsheet
   •   Go to Data>Import External Data>Import Data
   •   From the dropdown list, select file type HTML
   •   Open and find the MID HTML file
   •   Click Import


CITING AND REFERENCING FROM MID USING APA

If you include any data obtained from MID (e.g., a table or graph) in an assignment or
research paper, you must acknowledge your source, both in the body of your work and the
reference list at the end. APA is the official style of the University of Auckland Business
School. For further information on citing electronic sources using APA, please see the guide
at http://www.library.auckland.ac.nz/subjects/bus/topicguides/citing_electronic_resources.htm

Citing in the body of the text
When citing in the body of the text or as a caption to a graphic, give the title of the table,
panel or report, plus the author (AC Nielsen Market Information Digest) and the year of
publication. The full details of the citation will be in the reference list at the end of the
writing.

APA format for citing in the reference list or bibliography

AC Nielsen (NZ) Limited. (Year). Title of the Report. AC Nielsen Market Information Digest.
Retrieved from the AC Nielsen Market Information Digest database.




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TERMS AND ACRONYMS USED IN MID

  •   Average price per converted sale: average price paid by the consumer, converted to
      the most appropriate unit of measure
  •   Average price per pack: average price paid by the consumer for each unit converted
  •   Category Segment ($ share): market segmentation is provided for those categories
      where there is generally recognised segmentation within the market. The chart shows
      the top five segments by value share.
      To view all segments: right click, Explode Graph; right click again on graph and pick
      Format Graph; tick the All box in the X-Axis Tab. If graph is showing Total Category
      at 100% there are no segments reported
  •   Controlled Label: supermarket brands (eg, Signature range) that cover a wide range
      of products from toilet paper to biscuits
  •   Converted Sales: annual consumer package sales converted to the most appropriate
      unit of measure for each category (eg, litre, kilogram)
  •   Dollar Sales (ie including GST): the annual dollar value for each category based on
      consumer sales
  •   FMCG: fast moving consumer goods
  •   KAAP: key account for Auckland Province
  •   KALNI: key account for Lower North Island
  •   KASI: key account for South Island
  •   Market Location (value): percentage of dollar sales accounted for by each
      geographical region measured by AC Nielsen
  •   MAT: moving annual total
  •   Packages Sales: number of packages purchased by consumers on an annual basis
  •   Seasonality (2 years): four weekly dollar sales tracked over two years to establish
      impact of seasonality/festive occasion on the category
  •   SMAP: segment of market for Auckland Province
  •   SMLNI: segment of market for Lower North Island
  •   SMSI: segment of market for South Island
  •   Top 5 brands by value: brands are ranked in descending order based on annual value
      over 0.1%
  •   Top 5 manufacturers by value: manufacturers are ranked in descending order based
      on annual value over 0.1%


  The University of Auckland acknowledges with thanks the use of some graphics obtained from an AUT Library tutorial on MID.




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