Metric DRNS

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Welcome to Metric Professional global organization Metric Global INDEPENDENT PROFESSIONAL GLOBAL ORGANIZATION

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Range of Services

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In United Kingdom

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Research Partners in 32 Countries Completed over 1,100 projects Our Global Expansion since 2002 HO: India Indonesia Thailand Canada Mexico Portugal Germany UK Brazil Argentina Hungary Bulgaria Italy PR of China New Zealand Kenya USA UAE Australia PR of China Russian Federation

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Sectors we work for Automobile Finance Service & Retail B2B & Industrial Pharmaceuticals Consumer Packaged Goods

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Capabilities in Advance Analytics Multivariate statistical techniques : Discriminant functions / Principal component & factor analysis / Cluster analysis / Conjoint analysis Canonical variables / Logistic/Poisson regression/General regression models Stochastic Modeling & Simulation Studies Applied Econometric Analysis Artificial Neural Network Text Mining We can handle messy data and find meaningful patterns

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Research Themes

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Global Clients

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DE Matrix : Channel Partner Loyalty Measurement & Management RIRA : Role of Risk and Risk Aversion in Buyer Behavior & Supply Chain Management MOSTER : Monitoring Satisfaction to Ensure Retention & Enhancing Loyalty DRNS : Distribution & Retail Network Solutions METRIQUITY : Brand Equity and Brand Health Monitoring tool METRICOM : Brand Commitment Measurement Model METRIVAL : Values , Attitude and Life style based segmentation Creative Solutions is our Differentiator

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Metric’s DISTRIBUTION & RETAIL NETWORK SOLUTIONS 10/24/2010 10 Metric Global

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Distribution Management is about Optimizing the relationship between: Metric Global

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Distribution & Retail Management Solutions Retail Performance Evaluation Retail Location Decision Trade Area Analysis Retail Potential Estimation Retail Network Optimisation Sales Force size estimation Sales Force Effectiveness Assessment of consumer preference for promotional schemes Measurement of effectiveness of promotional schemes Channel Segmentation 10/24/2010 12 Metric Global

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PREAMBLE Every Retail Network Solution has a customized component. Customization depends on several factors such as; Type of product / service : Convenience Goods, Life Style Goods Brand Scenario and Brand Power ( Product/ service Brands , Store Brand, Private labels. Competitive Retail landscape Type & Extent of data available Local environmental, traffic, civic regulations Clients’ budget , time and robustness requirements 10/24/2010 13 Metric Global

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Retail Network Solutions : Background Metric’s Retail Network Solutions based model by Prof. David Huff of business school of the University of Texas The Huff model is based on the premise that when a person is confronted with a set of alternatives, the probability that a particular item will be selected is directly proportional to the perceived utility of that alternative. Metric Global =

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Weights and relevance of various components of parameters like “Attractiveness or Accessibility of Store” are estimated statistically. Useful in absence of any consumer loyalty based data. As a result, patronage data for competitors is usually unknown Applicable even if comprehensive GIS software or Geo Demographic data is not available. Basic Huff Model II 10/24/2010 15 Metric Global

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Estimating market potential Defining and analyzing trade areas Evaluating market penetration Assessing economic impact Predicting consumer shopping selections Profiling and targeting consumers Forecasting sales of existing and potential outlets Illustrative Retail Network Solutions on basis of Huff Model 10/24/2010 16 Metric Global

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Huff Model incorporating consumer choice In several studies, we have also modified the Original Huff Model by including Consumer Choice set to find out relative pull effect of various store brands on the consumers in the same trading area 10/24/2010 17 Metric Global

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Typical such study involves the following steps Delineate the study area & divide the study area into subareas. Specify the centroids of the subareas. Identify all competing facilities within the study area and indicate the coordinates of each facility. Determine the distances or travel times between the centroids of all subareas and all facility locations. Also specify all facility attributes that could influence consumer preferences. Indicate economic, social, and demographic data for all subareas. Conduct a survey of households within each subarea to determine the frequency at which consumers patronize stores within the study area. Steps involved in studies based on Huff Model incorporating consumer choice 10/24/2010 18 Metric Global

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10/24/2010 19 This is a affluent North West Corridor of a city , where client already has four stores. The other competing stores are also shown on the map A new property has come up at the location shown as “proposed location” Metric Global Proposed location Client Stores 1,2 & 3 Competitors' Stores Location Decision “To Be or Not To Be” Trade Areas of each store

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10/24/2010 20 To Be or Not To Be ?

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10/24/2010 21 Factors responsible for Demand for Life Insurance Products Discretionary spending power Health Life style Risk perception Observable Proxy Variables From published sources Population Socio economic classification Number of banks & bank deposits per branch   From primary sources Restaurant occupancy at specific time. Jewellery shops ATMs Pharmacy shop Hospitals and patient occupancy Dispensaries of GP doctors For Demand estimation the Trade Area of each branch observable proxy variables are developed based on the following consideration Potential Estimation in Trade Area Metric Global

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10/24/2010 22 Companies adopt Sales promotion schemes to achieve a varied set of objectives. The objectives often are To ward off Competition, Launch a new range, Ensure a quick market penetration in a new market Induce trials for a new concept / product, Generate loyalty To clear the old stocks. Metric Global Case study for Evaluation of Promotional Schemes 1

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10/24/2010 23 Metric Global Pair wise comparison and analysis by Analytical Hierarchical Programming technique gives consumer preference ranking that maximizes his value Case study for Evaluation of Promotional Schemes 2

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10/24/2010 24 High In this case , we the two axes are   X axis : Sales Potential   Y axis : Commitment to our brand Segmentation of Automotive After Market Retail Outlets 1 Individual segment specific , distribution strategies are developed and implemented to obtain better TRADE PUSH Metric Global

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10/24/2010 25 This model can be used for a number of product categories for High street / town center multi brand retail outlets High In this case , we the two axes are   X axis : Sales Potential   Y axis : Commitment to our brand Segmentation of other Retail Outlets 2 Metric Global

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Welcome to Metric Professional global organization Thank you for your time METRIC METRIC Consultancy (UK) Limited Fredericks, 5th Floor, Newbury House, 890-900, Eastern Avenue, Newbury Park, Ilford Essex UK IG2 7HH T: +44 (020) 30226063 M: +44 07884 448832 E: dharma@metricuk.com http://www.metricglobal.com