• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

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

Student: Igor Bulashev

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses