Finding 02 . The market
The audit said the market fell 6 per cent. Households bought 4 per cent more.
Retail audit . Household panel . Invoices
A REAL FINDING . TWELVE MONTHS . DISGUISED
01 . THE RETAIL AUDIT SHOWED
The category fell 6 per cent.Every channel the audit reads, twelve months against the twelve before. Modern trade fell 9 per cent.
02 . THE HOUSEHOLD PANEL SHOWED
Households bought 4 per cent more.Purchases at discounters rose 59 per cent, from 16 to 25 per cent of the category. No channel in the audit grew by that much.
03 . THE FIX
Set the plan on where households buy.Plan the category on the household panel, with discounters as a named channel and a target of their own. The client's shipments there already rose 27 per cent.
Read alone, the audit set a falling target. Read with the household panel and the invoices, the growth sat in discounters.