Correlation Between Financial Results of the Brand and On-shelf Availability of the Product and Category Size in the Outlet Based on the Deodorants Category

This master's thesis examines the main tools and approaches of category management, the methods of collecting and processing in-store KPI data that affect the daily results of a brand within the deodorants category. Modern technologies such as Image Recognition come to the aid of manufacturing companies and allow them to see the situation on the shelves in key retail outlets for the manufacturer and quickly respond to the situation in these outlets. The practical part is based on data from Beiersdorf (Nivea brand) in the deodorants category. Based on the photographs that merchandisers take in stores, Trax Retail processes this information and transforms it into analytical excel reports, which contain many useful insights. Based on this data, a regression model was built and then a brand financial results calculator was created, which, when choosing input data, predicts sales, net sales and brand profit in the concrete chain.