4P Index

Country	Germany
Product Group	Hot Beverage Makers (Espresso Full Automatic)
Time Period	12 months to July 2023

*This example indexes a brand's position across channels. Other market characteristics can be used (e.g price bands, product features)

Country	Germany
Product Group	Hot Beverage Makers (Espresso Full Automatic)
Time Period	12 months to July 2023

Is there the possibility to adjust a brand's price position?

Example:

The brand's index for average selling prices in the total market is above the market average (1.15), however there is a variance online/offline.

Price elasticity as a whole is below the market average, meaning that there is limited scope to raise prices without impacting overall brand sales, but this could be more easily achieved online.

Country	Germany
Product Group	Hot Beverage Makers (Espresso Full Automatic)
Time Period	12 months to July 2023

Could future growth be driven by improved distribution?

Example:

There is potential for expansion offline, particularly through Mass Merchants but also through Independent stores.

Country	Germany
Product Group	Hot Beverage Makers (Espresso Full Automatic)
Time Period	12 months to July 2023

How does the brand's assortment compare against the market?

Is there opportunity to grow through investment in the brand's product range?

Example:

A low number of items are offered through Mass Merchants (which can be improved by growing distribution).

The age of the range could be improved online and in Mass Merchants & Independents (whilst considering whether overall sales are driven by older, popular models through these channels).

There is scope to improve Offer Share by demonstrating to retailer the value the brand can bring.

Country	Germany
Product Group	Hot Beverage Makers (Espresso Full Automatic)
Time Period	12 months to July 2023

How effective are the brand's promotions? Would there be a benefit to assigned more budget to promotional activity?

Example:

The brand's promotions work well in Consumer Electronic Stores, with a very good revenue uplift and strong price elasticity. Promotions are less effective in other channels.

Overall, revenue uplift is positive and above the market average. Budget targets could be set appropriately, but notice must be given to the variance in promotional performance across the channels.