MMI - Services

IRI Data (Information Resources, Inc.)

Marketing Management has access to IRI's syndicated data, which allows us to create "fact-based" reports and graphs to use when making product decisions. Some of the reports available are:

UPC Reviews: Data in this report is viewed all the way down to the item level and ranked according to sales. It allows easy determination as to "what's hot" and "what's not" in that particular category and market.

Seasonality Report: This indexed report allows for easy visual representation of peak selling times during the year for the products being analyzed. Private Label Market Dollar Share : One graph allows an overview of the private label dollar share for the Total US Food Market and all eight food regions for the latest three, six or twelve months.

Share Reports: Whether it's flavor, size, form, type or brand, these kinds of reports will show who the players are in that segment and how their performance is compared to last year.

Fair Share or Opportunity Gap Reports: Helping retailers to reach their potential in dollar sales is the objective of this report. Opportunities are shown by category, brand or item in relation to the retailer's ACV share of their market.

Six Year Sales Trends: This indexed report also allows for easy visual representation of the sales trends between the category and private label over a six year history.

Outlet Share: This overview graph shows where food sales are possibly being cannibalized from the competing outlets of drug and mass. (subject to availability of mass data)

Marketing Research
MMI has the capability to research industry related questions through internet searches, MMI's corporate research library, and professional contacts and resources. Some examples of past projects include:

- Marketing Strategies
- Advertising Mediums and Effectiveness
- New Product Information
- Industry Trends
- Current Industry Events

Syndicated Data
MMI monitors trends across categories, products and competitive factors for effective marketing and sales planning.

- Analyze historical sales and promotion results.
- Develop strategic and tactical plans with national, regional, market and chain-level reporting.
- Make informed business decisions using census-based data that includes over 19,000 stores within
supermarket, drugstore and mass merchandiser outlets.
- Identify opportunities and marketing mix improvements for new and existing products.
- Monitor and evaluate new product launches.
- Increase sales force efficiency by allocating resources to critical sales drivers and local opportunites.
- Eight Departments: Bakery, Dairy, Deli, Edible, Frozen, General Merchandise, HBC and Non-Edibles.
- 266 Categories, over 800 types and more than 900,000 items
- 153 Measures: covering sales, share, distribution, pricing and promotion activities.
- Five Year Data: Annual, quarterly, monthly and weekly time periods.
- 3 Channels of Trade:
Food - Total US: 8 US Regions, and 64 Markets
Drug - Total US: 8 US Region
FDM - Total US: Food, Drug & Mass Combined
The data is sampled off of 32,000 stores with sales over $2 million ACV
- Product Details: category, type (segment), parent company, manufacturer, brand and UPC

IRI World
Information Resources, Inc. is a Chicago based company that gathers food industry sales data from grocery, drug and mass merchandise stores, and then offers it for sale back to the industry.

Marketing Mangement, Inc. uses IRI's syndicated data to provide a variety of reports that enhance marketing efforts, help achieve sales goals, and answer a myriad of marketing questions for retailers and suppliers. By analyzing the data, we can identify market trends, interface with consumer research and improve decision making for accounts, suppliers and BDM's.