Cases

7-Eleven

The management of 7-Eleven had no insight whether the planograms are correctly implemented in stores. They also suspected that a category sales may suffer from reduced product availability during peak hours.

Statement from the Purchasing Manager Statement of 7-Eleven, Morten Vedel

“Until recently we only had a limited insight from small observations we sometimes carry out, but after receiving a complete and structured data collection, it became clear whether our perceptions were true.

Picture documentation cannot be manipulated. The website is very functional and easy to use. The store ranking system provides a good overview of the situation.

We will certainly use YourGlobalEye again. The service is quick and relialble, and results become available within days after releasing the survey. However, the desire and curiosity to find out more and more may become a problem.”

Universal Music

Universal Music had no insight in whether their newly launched and best selling CDs are available in supermarkets, which increased the uncertainty about the effectiveness and outcomes of different marketing efforts.

Statement from the Market Manager of Universal Music, Kjeld Stefansen

“An important share of our sales of music is through supermarkets where today we do not have a sales setup. In order to secure sales and decide the timing of TV advertisement campaign YourGlobalEye has tracked the distribution for us in a series of analyses.

When reaching a critical level of distribution, it is relevant to advertise. Knowing the distribution challenges in specific stores also allows us to optimize the value chain for selling music CD’s in supermarkets.

YourGlobalEye will also be our partner in evaluating the market development in the future.”

Sanofi Aventis

Sanofi Aventis invested a significant part of their marketing budget in a promotion campaign covering various pharmacy chains. However, they had no overview of whether the agreements were followed and whether the expected outcomes of the campaign were realistic.

Statement from Nordic Analysis Manager of Sanofi Aventis, Rune Pilegaard

“When selling products with seasonal sales cycles in pharmacies, it is important to know the visibility from day one. YourGlobalEye tracked our Telfast OTC product and the campaign check tool was used. It proved to be very efficient to track the implementation of centrally controlled promotion campaigns.

We now know which POS materials worked well and we understand the value chain of Telfast better. The knowledge can be used for planning campaigns in the future.”

Novartis

Store visibility is an essential factor determining the volatility of market share. The management of Novartis acknowledged that the self presence of Otrivin may be reduced due to increased competition and decided to check their visibility-related expectations.

Statement from Sales Manager of Novartis in Sweden, Annika Bengtsson

“The challenge for any market leader is to secure the dominant shelf share that the brand deserves. It also applies to Otrivin in Swedish supermarkets.

Through the analysis of picture documentation the exact shelf share of Otrivin was identified, thus allowing us to prepare actions plans for specific stores to secure future market share improvements. The tool is very relevant for tracking our sales potential in several categories in the future.”