Brands face numerous challenges in the emerging markets of Southeast Asia. The big four – Thailand, Vietnam, Philippines and Indonesia, have a combined population of 570 million, half of which are rural, and a land mass covering 3 million km².
Distribution is fragmented and line-of-sight into general trade retailers and shoppers is often poor. Winning requires a sharp grasp of the landscape to strengthen route-to-market, secure the right store presence, maintain consistent shelf visibility and ensure ease of buying every day at the right price.
Ground-level data unlocks better decision-making and competitive advantage.
Mapping general trade with precision, tracking trade where it happens
There are several census methodologies, each measuring the store universe at varying levels of cost and detail.
A full census locates, profiles and geo-maps all outlets, within the geographic limits of the project. These are large-scale and can be conducted for an entire country, a region or a city or town.
Sample census provides a lower-cost option, estimating universe size by sampling smaller geographical units (map-lots) and extrapolating the results to estimate the universe.
Rolling census is a sample census that builds to a full census over a period, typically two or three years. Each reading canvasses a representative sample of map-lots. This helps amortize costs over time, while providing market and category trends within a dynamic universe.
From the frontline
Frontline Research Group has surveyed more than two million outlets in twenty countries over the past five years. Data generated is presented at individual outlet level, in consolidated dashboards and reports, by defined channel and region.
Projects capture extensive details: store counts, profiles, locations, environments, category and brand presence, trader sourcing and purchase frequency, plus, in store levers like merchandizing, coolers and estimated sales.
These insights form the foundation for execution breakthroughs – strategic battlegrounds where coordinated moves across brand, category, shopper, channel, customer and supply chain can shift market outcomes
Two recent examples provide powerful illustrations.
- From street corners to strategy, a seven-country assessment quantifying potential growth opportunities and priorities for the clients’ brand portfolio.
a. “Size of prize” opportunities were prioritized, identifying headroom across the category and channel spectrum in each country.
b. Strategic imperatives were divided between getting distribution right and winning at the point-of-buying.
c. Several hundred million dollars of opportunity were identified in total. - Pathways to expansion, a comprehensive evaluation of a country’s retail landscape and distributor/wholesaler ecosystem. Three strategic routes to accelerate brand growth were identified, quantifying a clear opportunity for sustained double-digit sales expansion:
a. adding new outlets within existing category boundaries – for example, achieving brand presence in all stores selling the carbonated soft drinks category.
b. deepening portfolio mix in existing outlets – for example, securing listing of a second and third beer brand in outlets currently selling one.
c. extending coverage to new frontlines – for example, achieving distribution of water brands in outlets selling beverages, but no water, currently.
Census data of this nature is often the precursor to route-to-market projects, helping improve sales and distribution planning, optimizing capabilities/services, sales rep territories and routing.
Measuring where others fail to measure
Retail landscapes in emerging markets are fragmented, fast‑moving, and often opaque. The companies that win are the ones that know exactly where to play, those that can pinpoint the right clusters, understand price differentials, and shape an optimal portfolio that reflects how General Trade truly works on the ground.
Frontline Research Group has a long history of measuring where others fail to measure. Methods combine both physical data collection at street level, with digital web-scraping capabilities, when relevant.
For more information contact:
Gareth.ellis@frontlineresearchgroup.com
Jack.dewet@frontlineresearchgroup.com
Steve@frontlinereseaerchgroup.com
art@frontlineresearchgroup.com
For more articles like this click here.
If you enjoyed this website then check out our other sites: Wedding and Function, Home Food and Travel, Kids Connection, Thirsty Traveler, Bargain Buys, Boat Trips for Africa.
Need help with your online marketing then visit Agency One