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  3. How To Run Brand Profiling In The DotActiv Software

How To Run Brand Profiling In The DotActiv Software

The purpose of this article is to unpack the steps on how to run brand profiling within the DotActiv software.

Brand profiling is the process of placing the brand within a certain category based on it’s average price and brand image.

The purpose of this is to ensure that we are aware of the mixture of brands we place in any given category at any given time and align the brand profile composition with the cluster profile composition when completing assortment planning. 

Applicable Products: DotActiv Enterprise

Ensure that you are working on a database before continuing with the following steps.

To log in to a database, open the DotActiv software. Select the applicable configuration, untick the ‘No Database’ box, enter the relevant details and click ‘OK’, as seen below.

Brand Profiling is a DotActiv Enterprise feature which means that it works connected to a database. If brand profiling has never been done in your environment before, a task will need to be logged for the IT Support team to set up the brand profiling script to run on your database at a scheduled interval. In order to do this the brand, average retail selling price, size and UOM fields need to be populated. 

How To Run Brand Profiling

Brand profiling is category specific. A scheduled job runs on the database every day that profiles brands into economy, standard and premium using average retail price. Brand profiling can be retrieved by clicking on ‘File’, then ‘Setup’ and lastly, ‘Brand Profiles’.

This is done using a calculation that involves equivalence volume. What this means is that the price per UOM is calculated per ml or gram as an example to account for pack sizes. The software calculates the average price per brand and finds a midpoint.

Brands that fall 20% above this midpoint are classified as premium and brands that fall 20% below this mid-point are classified as economy. 

Confirm Brand Profiling

The software does not take the brand image into account, brand image refers to the image a brand holds in the consumer’s mind. That is why it is important to confirm brand profiling with your client.

Those that work with the category on a daily basis have expert knowledge of how each brand is positioned in the market it is of vital importance to highlight the brand profiles to them and ask them to take their time to confirm that they agree with the profiling. 

If your client changes the brand profiling, be sure to go back to the brand profiling feature and add in brand overrides. 

Updated on July 13, 2022

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