Retail audits: The need to go beyond share and distribution.
Bhawani SinghAMER World Research, Egypt andSalil PunooseLever Egypt, Egypt
INTRODUCTION
The value of a retail audit in being an indispensable tool to understand market trends and relative brand performance cannot be over-emphasized. While the system tracks brands on a whole host of parameters, users
seldom go beyond reading share data leading to gross under-utilisation of the information provided as well as wrong or inadequate understanding of market phenomena.
The markets in North Africa and Egypt in particular are currently undergoing dynamic changes resulting in massive...