Reporting pt.2: Products analysis fundamentals; what is marketing?

Obtaining analysis fundamentals knowledge and period analysis, go deeper for product analysis. Key approach here is reporting "segmentation" in a way of zoom-in

FMCG and Pharma-Healthcare industry
(manufacturer point of view):

1. Market 
2. Category
3. Subcategory
4. Brand 
5. Stage\line 
6. SKU 
7. Promo SKU

Example 1 - Manufacturer: Danone Baby Nutrition 

1. Market: Baby food nutrition 
   
2. Category: Breast milk substitutes
3. Subcategory: Premium value
4. Brand: Nutrilon
5. Stage\line: Infant formula (0-6 months)
6. SKU: Nutrilon 1 (400g size pack)
7. Promo SKU: Nutrilon 1 (400g) + cereal sample

Example 2 - Manufacturer: Henkel Cosmetics 

1. Market: laundry and cleaning products 
2. Category: Washing powder 
   
3. Subcategory: Value-for-money (very sensitive to the prise) 
4. Brand: Persil 
5. Stage\line: Liquid Gel 
6. SKU: Persil Expert Gel (1 litter bottle size)
7. Promo SKU: none

IT industry (with example):

1. App Type (mobile app \ web app \ desktop)
   
2. Platform (iOS, Android, Blackberry, Windows phone)
3. Category (fitness trainers)
4. Sub cat (running assistants)
5. SKU (RunKeeper)

Retailers / Distributors point of view:

Category - Subcategory - Manufacturer - Brand - stage\line - SKU
or Category - Subcategory - stage\line - Manufacturer - Brand - SKU
depends on category management rules

You need to think what "zoom-in" order suits specificity of your business.
Strongly recommeded to read SWOT analysis examples.
Reporting pt.1

Reporting pt.3

Reporting pt.4

If you need excellent tool for translate Spanish, French, Arabic, Chinese, Russian or another try this one .