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Who needs it?
- Companies competing in a major toy supercategory (e.g. Dolls, Vehicles, Infant/Preschool, Games)
What questions will it answer?
- What competitive skus am I up against and how are they priced?
- How is my competition strategically focusing their business?
- How are the key retailers allocating shelf space in my category.
- By subcategory segments?
- By manufacturer
- By brand
- By price point
- By license
- Etc. etc.
- How are the key retailers competing in the category with their proprietary brands and how much space are they locking up across all segments?
When do I need it?
- When I'm finalizing sell-in plans for key retailer presentations
- When I'm making decisions on the upcoming year's product line
- When I'm developing strategies for the following year
- Whenever I have a question about the competitive offerings in the category
- An electronic treasure trove of data and insights not available anywhere else!
Instore Insight Includes:
(1) A Competitive Database
- An Excel database of every sku within the supercategory, documented as it appears in three key retailers (Walmart, Target, and TRU)
- Over 1000 entries for Dolls and nearly 700 entries for Vehicles)
Roughly 40 fields of data collected for each record, including
- Year of Introduction
- Manufacturer and Brand
- Package dimensions
- Price point and # Facings at each account
- Play Patterns and Product Features
- Size/Scale
- Category specific data
(2) A Shelf Space Allocation Analyzer
- An Excel database containing 30 labeled tabs and easy pull-down menus with share of shelf space charts calculated across different criteria by total supercategory, category, subcategory, manufacturer, and brand
(3) Shelf Space Allocation Presentation
- A 25+ page Powerpoint presentation with shelf space allocation analysis highlighting key insights derived from expert analysis of the supercategory data plus an 80+ page appendix with category and subcategory details
Methodology
Data was collected for each Supercategory report from three major retailers in the Los Angeles and Atlanta areas. Data collection was conducted by ten toy industry professionals over the course of six weeks, spanning 500-700 hours for each report. The Data Integrity process was managed by a senior level executive with extensive category experience.
Data Integrity was conducted in a three step process:
- First, data entry was consolidated and conducted by a single person who highlighted any questionable entries.
- The second step was handled by the category executive, which involved proofing the entire database for accuracy and face validity. Questionable entries were highlighted and numerous store visits were made to follow up and clarify.
- The final step was conducted by a seasoned sales research expert, who conducted the final cleansing of the database before beginning the shelf space analysis.
Data Integrity was conducted over the course of four weeks, spanning over 200 hours for each report.
Case Histories
Vehicles Supercategory:
Funosophy conducted a custom Instore InsightSM analysis of the vehicles Supercategory to gain insight into the subcategories, competition, products, play patterns, features, and pricing. Identified new opportunities to grow our client's core brand through a product segmentation strategy by play pattern.
Large Dolls Category:
Through a custom Instore InsightSM analysis of space allocation in the Large Doll aisle, Funosophy made a compelling case for carving out shelf space from the Large Doll aisle to create a dedicated section for our client's new doll program.
Mini Dolls Category:
Through a custom Instore InsightSM analysis of the Mini Dolls category, Funosophy identified a positioning gap for our client's brand to exploit that represents a unique reason for being.
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