Gain & Loss Analysis
Questions:
What are the volume flows between my brand and the competition?
Who has my brand gained from? Who has my brand lost to?
Have brand buyers increased their category buying intensity?
To what extent new/ lost category buyers contributed to my brand volume?
What is the level of interaction between mine and other brands? To which brands is my brand competitive? Am I winning from competitive brand more than others?
What is the level of cannibalization within brands in my portfolio?
-> all questions can be answered on the distribution channel level, retailers level, product groups, brands, packages, types etc.
Use:
The Gain & Loss analysis evaluates the Volume or Value flows between competitive brands. It shows the origin of Losses or Gains.
Content:
The G&L analyzes two equally long periods (e.g. yearly or half yearly) the volume or value flow between brands/product groups/ segments/ variants/ retailers etc. The analysis examines how much one brand has declined in favor of another brands or the opposite, giving also indication of how close the brands are in terms of Affinity Index.
Furthermore the analysis, next to gains and losses, delivers the information if new category buyers entered the market or the existing buyers are more intensive. Total volume/value flows are the result of the accumulation of the shopping behavior of all panel members.
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