Item trends and new launch tracker
See which items and categories grow or fall in each area against last month and the same month last year. Follow each new launch week by week: the outlets it has reached against the target you set.
PLANSFrom Growth
The problem it solves
- An item falls in one region for three months before anyone sees it in the national total.
- A launch is declared a success on primary sales while the packs sit in dealers' godowns.
- Nobody can say how many outlets a new item reached in its first eight weeks.
- Comparing with last year means pulling two exports and matching them by hand.
How it works
- Trends are worked out every night with the market measures, from the secondary sales your dealers already report.
- Open Reports > Market Intelligence > Trends > Item Trends. Sales, quantity and outlets of each item and category by country, region and area, with growth on last month and last year.
- Open Rising and Falling for the items and categories that moved most last month. See it over all areas or area by area, with new and lost items.
- For a launch, a distribution manager makes a New Launch list under Market > Market Watch > Must-Sell and Launch Lists. Give it the items, areas, launch date, Target Outlets and Target Weeks.
- Press Launch Tracker on the list, or open New Launch Tracker: outlets reached week by week since the launch, drawn against the target line.
Everything it does
Item Trends
- Sales, quantity and outlets that bought, by item and category, month by month
- By country, region and area
- Growth on the month before %, growth on last year %, quantity growth % and outlet growth %
- Growth in a pivot is worked out from the group's totals, not averaged
Rising and Falling
- Items and categories, each marked Rising, Falling, New, Lost or Steady
- Over all areas, or one area at a time
- A change counts as a rise or a fall from 10 % against the month before (a setting)
- Each row shows sales now, the month before and last year, the change and outlets now and before
New Launch Tracker
- For each running New Launch list, week by week from the launch date, over all its items and item by item
- New outlets that week, outlets reached so far, the target by then, % of target and reach % of the launch areas
- The target grows evenly from 0 to Target Outlets over Target Weeks (12 to start with)
- An outlet is reached in the week of its first purchase of a launch item after the launch date
- Dealers billing on SmartMy count on the bill's date; dealers who report count in the week their report period ends
- A launch can be for some areas, or for one outlet class
Sell-out (Scale)
- With retailers' till files loaded: Sell-Out Trends and Sell-Out Rising and Falling, beside the secondary sales ones
- The New Launch Tracker stays on secondary sales
Who uses it
Brand or category managerFollows launches against target and reads which items rise or fall by area.
Distribution managerMakes the New Launch lists with their targets and reads the trends across regions.
Area managerSees what is falling in the area and pushes the launch items where the tracker lags.
Where you use it
- Web: Reports > Market Intelligence > Trends > Item Trends, Rising and Falling, New Launch Tracker
- Web: the Launch Tracker button on a New Launch list (Market > Market Watch > Must-Sell and Launch Lists)
- The SmartMy Distribution app: rising and falling items and running launches on the manager's Market page, with the Scale plan. Built and in testing, not in the app stores yet
- Not on the dealer portal
What you control
Settings
- Rise or Fall From: 10 %
- Per launch: items, areas, outlet class, launch date, end date, Target Outlets, Target Weeks (12)
- Months worked out again every night: 2 (shared with the market measures)
Works with
SmartMy TradeDealers selling from SmartMy give launch reach by the day of each bill, so the weeks are exact.
Questions
How exact are the weeks if dealers report monthly?
A dealer who reports once a month gives month-level data, so his outlets count in the week his report period ends. Dealers who report weekly, or bill on SmartMy, give exact weeks.Can a launch be for some areas only?
Yes. Pick the areas on the list, or leave them empty for every area. With outlet classes you can also limit it to one class, such as A outlets.What is compared with last year?
The same month a year before, for the same item and area. You need last year's secondary sales in SmartMy; the first set-up fills up to 24 months from what is there.Are we told when a launch falls behind?
Not by a message. The tracker shows the target line and the % of target each week; managers read it on the web or in the app.Related features
MARKET INTELLIGENCEUBO, ECO and numeric distributionSee each month how many outlets your dealers billed (UBO) and how many bought enough to count (ECO). See what share of outlets carry each item, how far must-sell and new items reached, and which outlets went quiet. By area, dealer, salesman and outlet class.MARKET INTELLIGENCEHead office drill-down to the outletOne screen goes from the whole country down to a region, area, beat, dealer and one outlet. Every level shows sales against last month and last year, billed outlets, coverage and launches. Pick any item and every figure follows it, on the web, a phone or the manager's app.SCHEMES AND DEALER SALESDealer stock and secondary salesEach dealer's closing stock and its sales to retailers, item by item, reach you from the dealer portal, an Excel sheet or your office. Sell-through shows what really left the dealer's shelf, and primary sits beside secondary for every dealer and item.RETAILERS AND FIELD SALESOutlet classes and outlet reachEvery month your retailers are ranked by 90 days of sales into classes A, B and C, each with its own visits a month. Outlet Reach shows which retailers are active, lapsed, never bought or new.LARGE NETWORKSRetailer sell-out (tertiary sales) importLoad retailers' and chains' POS files and portal exports as they come. Stores and items are matched once, and the sell-out feeds its own market measures, trends and the market map, kept apart from secondary sales.
See your market on it.
Tell us how many dealers and salesmen you have, and how orders and claims reach you today. We will set up your dealers, price lists and beats with you.