Lubezine Magazine Vol. 4 Lubezine Magazine Vol. 4 | Page 21

GfK is an acronym that stands from Growth from Knowledge and has its Headquarters based in Germany. We are proud of our German heritage and are proud to bring to Kenya “Research Made in Germany!” to the total market especially with regards to market size, number of resellers and brands performance within these sectors. In March 2012, we started a retail panel that is currently only limited to Nairobi as a first step to start collecting facts about these products. 3. Does GfK have experience in carrying out market research for the lubricants industry? Yes! GfK is currently tracking Lubricants in Germany, Britain, Malaysia, France and we are glad to be the first country in Africa to start tracking lubricants. We have received necessary training to start the tracking of this product. The basis of most research methodologies is based on the use of a sample to represent the universe within the distribution channels. Obviously, we have to take into consideration the variances that exist in the resellers markets in building up of a representative sample that is used to represent the market. Our research involves the recording of all the SKUs sold in the shops within our market on a monthly basis and the SKUs are coded to July-September 2012 | Lubezine Magazine reflect the features of the products ͽ