Overview
The Brand House Performance Dashboard provides a comprehensive analysis of parent companies (brand houses) and their aggregated brand portfolios. This tool enables cannabis brands, producers, and retail managers to evaluate parent company performance, identify competitive opportunities, and benchmark against market trends.
This dashboard consists of four tabs:
- Brand Performance
- Competitive Analysis
- ROM Comparison (Brand House vs Market)
- Brand Exports
Tab 1: Brand Performance
Purpose
The Brand House Performance tab provides a detailed view of parent company performance over time, including retail sales, pack units, and category contributions.
Key Metrics
- Total Retail Sales: Overall sales for the brand house.
- Total Pack Units & EQ Units: Product volume sold in pack and equivalent units.
- Market Share: Share of retail sales within the market.
- Dollar Velocity: Sales per point of distribution.
- Unit Velocity: Units sold relative to distribution.
Insights
- Trended Retail Sales: Monitor retail sales performance across geographies, time periods, and categories.
- Category Contribution: View product share across categories (e.g., Flower, Vape, Edibles).
- Price Analysis: Compare original list prices and discounted list prices.
Tab 2: Competitive Analysis
Purpose
The Competitive Analysis tab allows for benchmarking brand house performance against competitors across states and product categories.
Key Metrics
- Retail Sales & Market Share: Compare parent company performance across geographies and product categories.
- Brand House Rank: Monitor ranking changes based on retail sales.
- Pricing Metrics:
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- Original List Price: Base pricing.
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- Discounted List Price: Post-discount pricing trends.
Insights
- State Comparison: Analyze brand house performance across states.
- Category Comparison: Identify top-performing product categories by sales and velocity.
- Rank Trends: Track shifts in parent company rank relative to competitors.
Tab 3: ROM Comparison
Purpose
The ROM Comparison tab benchmarks a parent company’s performance against the rest of the market (ROM), highlighting areas where growth opportunities or underperformance exist.
Key Metrics
- Retail Sales Growth vs ROM: Compare brand house growth relative to the overall category growth.
- Dollar & Unit Velocity: Performance benchmarks compared to market averages.
- Pricing Metrics:
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- Original List Price vs ROM: Compare pricing strategies.
Insights
- Growth vs Market: Identify areas where the brand house outperforms or underperforms the broader market.
- Velocity Trends: Analyze dollar and unit velocity benchmarks across product categories.
- Pricing Benchmarks: Compare parent company pricing strategies relative to market averages.
Tab 4: Brand Exports
Purpose
The Brand House Exports tab provides exportable datasets for further custom analysis and reporting.
Key Metrics
- Retail Sales: Total sales by state and product category.
- Pack Units & EQ Units: Product volume sold across geographies.
- Market Share: Parent company share within the overall market.
- Velocity Metrics: Dollar and unit velocity insights.
Insights
- State-Level Metrics: Export performance metrics at the state and category levels.
- Customizable Reports: Tailor data exports for in-depth analysis and reporting needs.
Pro Tips
- Use filters (state, category, brand house) to focus insights on specific regions or product segments.
- Compare Brand House Performance vs ROM to identify strategic opportunities.
- Export datasets for customized reporting to support decision-making.
Support
For additional help or tutorials, access the Metric Glossary & Video Tutorials link available within the dashboard.