Marketers in the CPG sector can analyze trends thanks to POS sell-out datasets provided by companies such as IRI and Nielsen or provided directly by retailers. Similarly, marketers in the Pharma industry can buy datasets from companies such as Iqvia or Nielsen to better understand how the market is moving.
You are a Senior Consultant at TrustPartners, a management consultancy firm that is recognized for its ability in helping FMCG and Pharma companies analyze sell-out data. Your customer, Sanofi, is an innovative company, that sells Buscopan, the leading over-the-counter medicine for crampy abdominal pain. Buscopan is also sold under other brands, (Maalox, Schoum,...), and in different form factors. Competitors are starting to sell a generic equivalent product.
Sanofi has a team of sales persons visiting pharmacies to promote sales.
See how a metric, here revenue, interacts along a pair of dimensions, here manufacturer and product.
Sanofi is by far the largest player, with three products...
... two of which are loosing sales.
The market leader is sold almost exclusively in the 10mg 30 pack, that is used also by most Sanofi competitors.
Pricing is mostly between 5-10 and around 12 dollars.
Smp is a rare player selling at around 12 dollars.
YEAR OVER YEAR CHANGE
Overall, sales are softening (-5%) with increasing prices and decreasing sales.
Sanofi is the clear leader, but is loosing sales to small new entrants.
Buscopan and Schoum - two Sanofi brands - are loosing sales, while smaller competitor brands are gaining some foothold.
The Pill 20 form factor is the only pack with increasing sales.
The most successful salesperson is responsible for one third of total sales.
The sell-out price has been steadily increasing over the last two years.
Sanofi has been slowly loosing sales - especially in units - over the last two years.
The 20 Pill format has been launched relatively recently.
The situation seems to have improved in the last quarter. The last month, however, it seems to have again become delicate...
...with sales of Buscopan and Schoum again below last year's values.
FIRST RESULT COMBINATION
Sanofi lost sales, across different products, while smaller entrants managed to make some progress.
The first waterfall simply slices by manufacturer, highlighting the preeminence of Sanofi - certainly one of the most notable facts in the market - and then provides the detail of the product for the competitors.
SECOND RESULT COMBINATION
Buscopan sales fell 4% (-800k). Sales of other Sanofi products such as Schoum (-20%, -1.5M) had steeper losses. Composit doubled sales (+1M) in the 20 Pills format but lost 700k in other formats.
The second waterfall is filtered by Sanofi and provides detail by product. It picks up the change in pack preference for the Composit product.
THIRD RESULT COMBINATION
Most of the loss of Sanofi revenues is tied to volume, partially offset by higher pricing.
The third waterfall splits volume and price variance. It picks up, at the Sanofi level, the negative impact of the reduction in sales and the positive impact of the increase in price. Excluding Sanofi, pretty much everything is happening around the 10Mg30 pack.
Every dataset is different
This use case is based on a fake dataset. Test run the app with your data to confirm the advantages in your specific use case.
FORTH RESULT COMBINATION
In general, Sanofi sold less per point of sale. Distribution also weakened, except for Composit in the 20 Pills format.
The forth waterfall accounts for the impact of the distribution driver. Seemingly the volume loss is mostly tied to lower average sales by pharmacy, and to a much smaller extent to a lower number of distribution points.
FIFTH RESULT COMBINATION
Finding patterns in data
'Mparanza uses variable dimension variance to help find patterns in the data that could be missed with a traditional slice and dice approach.
The sales increase of Sanofi's competitors was in the 10mg 30 format.
The fifth waterfall is filtered by "not equal to Sanofi" and returns the manufacturer, product and pack details of non Sanofi sales.