Post on 15-Apr-2017
SUMMER INTERNSHIP PROJECT PRESENTATION
SUBMITTED BY : SUSHANT PURI ROLL NO : 163XAVIER INSTITUTE OF MANAGEMENT & ENTERPRENUERSHIP ,
BANGALORE
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NIELSENWhether you're eyeing markets in the next town or across continents, we understand the importance of knowing what consumers watch and buy. That's our passion and the very heart of our business.We study consumers in more than 100 countries to give you the most complete view of trends and habits worldwide. And we're constantly evolving, not only in terms of where we measure, or who we measure, but in how our insights can help you drive profitable growth.Whether your business is a multinational enterprise or a single storefront, we believe innovation is the key to success, in both what you create and how you market your products and ideas. That's why we continue to develop better solutions to help you meet the needs of today's consumers, and find out where they're headed next.So let's put our heads together. We'll bring our insight to your business and help you grow.
WHAT WE MEASURE
RETAIL
ONLINE GLOBAL CONSUMER CONFIDENCE DIGITAL
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RMS( Retail Measurement Service)
Which companies/ brands are
present in the market?
How much business (value/volume) do these brands do?
How are these brands
distributed in the market?
What is the market share of
each brand?
The market can be understood by studying the Population Census (commonly available from Government agencies) and by profiling the Retail stores in the market
With the understanding of
Market Universe, we can then use a Sample based methodology to measure data for the entire market…
RMS METHODOLOGY
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RETAIL MARKET MEASUREMENT
Where does the population reside -
Major cities/Smaller cities? Rural population?
What type of retail environment is
prevalent – types of retail stores?
What store types/channels do
consumers buy from? What about
Modern Trade?
UNDERSTAND THE MARKET
STRUCTURE DETERMINE A
REPRESENTATIVE SAMPLE CAPTURE DATA MONTHLY
FROM STORES EXTRAPOLATE SAMPLE
DATA FROM UNIVERSE GENERATE FINAL DATABASE.
DEFINE
UNIVERSE
DESIGN SAMPLE
AUDIT DATA
CONDUCT AUDIT
PROJECT AUDIT DATA
GENERATE CLIENT
DELIVERABLES
RMS END TO END PROCESS
UNDERSTANDING RETAIL LANDSCAPE OF
DEODORANT MARKET IN INDIA ON THE
PERSPECTIVE OF
WIPRO CONSUMER CARE
What is the market size of Deodorants in India?
What are the major brands in India?
Which deodorant formats are seeing most dynamic growth?
What are the key trends in product development?
What is the market share, growth, sales and distribution of major players in the market?
What is the scope of Wipro consumer product to increase sales ?
Business questions ?
The main objective for this study to understand the scope where Wipro can grow and invest so to increase his sales and compete in the market ?
Larger can size of aerosol say 100 -300 Ml are growing in India for the category of deodorant.
As the category is driven by impulse buying behavior and has low brand loyalty, manufacturers are launching variants based on fragrances to remain strong.
users buying multiple brands or variants for different occasions also drove growth in this category.
Through offering lower price points, the use of smaller pack sizes can help increase the sales .
Introduction of new form like no gas only spray of Vini cosmetics is also driving manufacturers to innovate on there products.
There are more than 500 deodorant brands in India.
Evolving consumer preferences, lifestyle changes are some of the factors for pushing manufacturers to come up with a new product.
The urban youth is increasingly looking for grooming choices and deodorants are becoming an integral lifestyle product.
Deodorant is mostly present in urban market but slowly its penetrating urban market in India .
The Fragrance category is valued at INR 2910.8 crores in India and growing at 6.8%.
Deodorant is valued at 2,246 crores in India and is growing at 5.9 % .
Perfume is valued at 656.7 crores in India and is growing at 10%
Cologne is valued at 7.7 crores having a negative growth rate in India
Out of total fragrance category no of users men are (56.7%) and women are
(20.4%)
Urban market is the major market for fragrance category .
Category overview
Market overview Key trends Growth Drivers
Value in crores
Contribution from men (Val
in crs)
No of users men in %
Contribution from women (Val in crs)
No of users women in %
Fragrance 2910.8 1676.7 57.6 594.6 20.4
Category Performance All India
Value in
crores 2014
Value in
crores 2015
MS VAL%2014
MS Val%
2015
Growth % in
Val 2014
Growth % in Val2015
Vol in tons2014
Vol in tons2015
MS vol 2014
MSVol
2015
Growth % in
vol 14
Growth % in
vol15
AVG price /kg
14
AVG Price/ kg15
Fragrance 2,725.9 2,910.8 100.0 100.0 6.7 6.8 20,509.4 19,985.9 100.0 100.0 -0.9 -2.6 119.0 121.3
Deodorant 2,120.3 2,246.4 77.8 77.2 9.4 5.9 18,257.6 17,586.1 89.0 88.0 -0.3 -3.7 162.2 172.5
Perfume 597.0 656.7 21.9 22.6 -2.0 10.0 2,167.3 2,331.1 10.6 11.7 -5.3 7.6
Cologne 8.6 7.7 0.3 0.3 -5.9 -9.6 84.5 68.6 0.4 0.3 -12.6 -18.7
29.5
23.923.4
23.2
CONTRIBUTION FROM ZONES
north zonesouth zoneEast zoneWest zone
As compare to last year category by value it is growing by 6.8% because the Avg price / unit is increasing
If you see change in % vol is negative that means consumption is going down .
Similarly for deodorant segment it is growing in terms of Val by 5.9 %.
But if you see growth in vol its negative that is consumption decrease as the Avg price / unit is increased .
Major contributor in the category of fragrance is by men by adding (1676.7 crs ) and by women it is (594.6 crs).
So the Fragrance industry is Dominated by men covering (57.6%) and women are (20.4%) and rest are o
YE13 YE14 YE15
75.8 77.8 77.2
23.8 21.9 22.60.4 0.3 0.3
All India (U+R)
YEC14 YEC15
79.9 79.5
19.7 20.20.4 0.3
All India Urban
YEC14 YEC15
63.9
62.5
36.081204
4.40.0 0.0
All India Rural
Cologne
Perfume
Deodorant
MS % by VAL MS % by VAL MS % by VAL
All India Category Performance
All India urban
Val in crores
Vol in tons
%chg. vol
% Chg. VAL
Fragrance 2,516.5 17,570.
8 -2.9 6.6
Deodorant 1,999.9 15,712.5 -3.8 5.9
Perfume 509.1 1,791.0 6.7 9.3
cologne 7.6 67.3-18.9 -9.8
All India Rural
Val in crores
Vol in tons
%chg. vol
% Chg. VAL
Fragrance 394.3 2,415.1 -0.3 8.2
Deodorant246.5 1,873.7 -3.0 5.9
Perfume 147.6 540.1 10.5 12.3
cologne 0.2 1.3 -7.1 4.1
All India (U+R)
Val in crores
Vol in tons
%chg. vol
% Chg. VAL
Fragrance 2,910.8
19,985.9 -2.6 6.8
Deodorant 2,246.4
17,586.1 -3.7 5.9
Perfume 656.72,331.1 7.6 10.0
cologne 7.7 68.6 -18.7 -9.6
All INDIA ZONE PERFORMANCE (U+R)
YEC14 YEC15
77.2 76.2
22.7 23.7
0.1 0.1
North zone (U+R)
cologne
perfume
deodorant
YEC14 YEC15
89.1 88.4
10.2 11.00.7 0.6
South zone(U+R)
cologne
perfume
deodorant
North zone Vol in Tons
MS VOL
% chg. vol
Val in crs
% Chg. Val
Fragrance6,040.6
100.0-1.3
913.58.0
Deodorant 5,205.1 86.2 -2.6
663.36.7
Perfume 829.8 13.7 8.5
249.311.6
cologne5.8 0.1 -32.5
0.917.6
South zone Vol in Tons
MS VOL
% chg in
vol
Val in crores
% Chg. Val
Fragrance4,567.2
100.0-4.0
606.2 5.0
Deodorant 4,291.8 94.0 -4.7 536.0 4.2
Perfume 247.4 5.4 11.2 66.9 13.7
cologne27.9 0.6 -19.6 3.3 -14.4
MS % VAL MS % VAL
YEC14 YEC15
75.8 76.7
24.0 23.1
0.2 0.2
East zone(U+R)
Cologne
perfume
Deodorant
East zone Vol in Tons MS VOL % chg.
vol
Val in crore
s% Chg.
Val
Fragrance 4,636.9 100.0 -1.0 685.8 7.6
Deodorant 4,026.0 86.8 -1.4 526.0 8.8
Perfume 595.8 12.8 2.6 158.4 3.7
cologne 15.1 0.3 -21.8 1.4 -11.3
YEC14 YEC15
75.3 73.9
24.4 25.8
0.4 0.3
West zone(U+R)
Cologne
perfume
Deodorant
West Zone
Vol in Tons MS VOL % chg.
vol
Val incrore
s% Chg.
Val
Fragrance 4,741.2 100.0 -4.2 705.3 6.0
Deodorant 4,063.2 85.7 -6.1 521.1 4.0
Perfume 658.2 13.9 9.8 182.1 12.3
cologne 19.9 0.4 -9.3 2.1 -9.1
MS % VAL MS % VAL
Ludhiana
Lucknow
UTTARANCHAL
HARYANA
RAJASTHAN
UP
Delhi + NCR
12.1
25.7
26.2
76.9
80.1
175.3
257.1
NORTH ZONE
Value in Rs. Crores
(-0.7)
(-0.7)
(2.3)
(3.4)
(4.3)
(18.6)
(-1.9)
Vizag
Kochi
KERALA
Bangalore
Chennai
KARNATAKA
AP
Tamilnadu
10.4
15.6
62.9
80.6
93.2
143.6
155.5
174.0
SOUTH ZONE
Value in Rs. Crores
(-5.9)
(-3.7)
(-10.0)
(-1.2)
(-10.0)
(12.2)
(7.0)
(5.3)
BIHAR
ASAAM
NE
Kolkata
WB
43.2
58.2
67.3
119.1
279.6
EAST ZONE
Val in crores
(0.7)
(5.6)
(-6.4)
(14.1)
(-10.9)
Rajkot
Vadodara
Bhopal
Nagpur
CG
MP
GUJRAT
MAH
4.4
6.6
6.6
14.2
27.2
71.0
75.4
347.5
WEST ZONE
Val in crores
(-5.7)
(-8.5)
(-1.1)
(-16.2)
(-2.6)
(22.5)
(3.1)
(3.6)
Major Contributors from All the Zones
Value inside brackets represents growth in terms of volume
Top Five Manufacturers 2015 in Deodorant Category
BRANDS Volume in Tons MS Vol Growth in % vol Dealers in '000s Avg Price /
Unit
TOP COMPANIES
FRAGRANCE - DEODORANT 17,586.1 88.0 -2.6 1,267.8 172.5
VINI COSMETICS PVT LTD FOGG 2,509.9 12.6 2.8 568.7 202.7
HINDUSTAN UNILEVER LIMITED AXE 1,533.5 7.7 -16.8 462.8 173.9
I T C ENGAGE 1,786.2 8.9 16.4 286.0 184.0
J K HELENE CURTIS PARK AVENUE 1,303.1 6.5 1.0 339.1 173.5
MCNROE CONSUMER PRODUCTS LTD WILDSTONE 1,280.7 6.4 -15.9 389.7 180.4
WIPRO CONSUMER PRODUCTS YARDLEY 689.0 3.4 -14.7 176.4 165.7
MS Val%
18.8
9.2 8.77.7 7.4
2.7
Top 5 manufacturers in India VINI COSMETICS PVT LTD
HINDUSTAN UNILEVER LIM-ITED
I T C
J K HELENE CURTIS
MCNROE CONSUMER PRODUCTS P LTDWIPRO CON-SUMER PRODUCTS
422.8
205.6 195.7 171.9 166.3
77.7
Value in crores
Wipro consumer Product
All India (U+R)2015
All India (U+R)2014
Brand Value in crores MS % VAL % Chg Val Vol in
Tons MS VOL % Chg. Vol Avg Price/ unit
Yardley 59.5 2.0 -2.5 519.2 2.6 -6.68 171.7
Santoor 14.3 0.5 -36.3 127.8 0.6 -39.32 166.2
Aramusk 3.1 0.1 -2.3 35.4 0.2 -2.6 173.3
Brand Value in crores
MS % VAL
% Chg Val
VolIn
Tons MS VOL % Chg. Vol Avg Price/ unit
Yardley 61.1 2.2 -1.3 556.4 2.7 -2.36 168.5
Santoor 22.4 0.8 -20.8 210.6 1.0 -22.28 158.1
Aramusk 3.2 0.1 -25.3 34.5 0.2 -20.99 172.7
Wipro consumer Product is valued at INR 77.7 crores with a market share of 2.7% which got decreased from last year 87.4 crores with a rate of -11.4.
Growth in terms off volume for the year 2015 its declining with the rate of -14.67%
Value in Rs. Crs Dealers in '000s
77.7
176.4
97.2
207.1
99.1
251.5
100.0
208.0
All India (U+R)
WIPRO CONS PRODS
ADJAVIS VENTURE LTD
T T K HEALTH CARE
VANESA CARE PVT LTD
Vol inTons MS Vol % chg.
In vol MS Val% % Chg. Val Avg Price / Unit
VANESA CARE PVT LTD 790.4 4.0 12.5 3.4 17.6 184.8
T T K HEALTH CARE 884.3 4.4 3.0 3.4 17.5 113.0
ADJAVIS VENTURE LTD 648.4 3.2 139.0 3.3 161.0 194.4
WIPRO CONS PRODS 689.0 3.4 -14.7 2.7 -11.0 170.6
Wipro Consumer Product ALL INDIA (U+R)2015 VS Competitors
Top Competitors of Wipro are
Vanessa (Denver ,Envy) are two major brand with market share of 3.4%
TTK Health care (EVA )is a major brand with market share of 3.4%
Adjavis Venture Ltd (Layers shot & Layers wotta girl ) are two major brand with a market share of 3.3%
All India Rural Market (2015)
Fragrance category is valued at INR 246.5 crores in India . In all India rural market Wipro products are valuedAt 5.9 crores in India with a market share of 1.4% and declining wit a rate of -13.8 %. Santoor is major Brand which is doing good and contributing
3.5 crores in India apart from that Yardley is contributing 1.9 crores.
In terms growth in volume Wipro consumer product's are declining with a rate of -17.6%
North Zone Urban 2015 South Zone Urban 2015
East Zone Urban 2015
West Zone Urban 2015
Val in crores MS Val% % Chg
ValVol in Tons
% chg.Vol
DENVER 35.7 4.5 13.9 291.9 7.7
ENVY 10.8 1.3 -2.0 76.5 -2.6
LAYERS SHOT 23.0 2.9 264.7 150.4 244.0
LAYERS WOTTAGIRL 9.2 1.2 219.0 61.2 210.2
EVA 30.0 3.7 29.0 263.4 13.1
YARDLEY 11.2 1.4 -7.4 97.4 -10.8
SANTOOR 0.4 0.0 -55.3 3.3 -56.2
Val in crores MS Val% % Chg Val Vol in
Tons% chg.
vol
EVA32.7 5.9 0.8 296.4 -9.4
YARDLEY 24.2 4.4 2.7 211.5 -1.9
SANTOOR3.0 0.5 -58.0 27.4 -59.1
Val in crores MS Val% % Chg
Val Vol in tons % Chg.Vol
LAYERS SHOT 15.3 2.8 256.4 101.4 241.1
LAYERS WOTTAGIRL 5.6 1.0 301.1 37.0 287.2
ENVY 8.4 1.5 1.5 59.5 21.4
DENVER 8.3 1.5 1.5 67.2 26.5
YARDLEY 8.6 1.6 -0.9 74.6 -4.4
SANTOOR 5.9 1.1 -12.7 50.9 -17.9
Val in crores MS Val% % Chg
ValVol inTons
% Chg.Vol
LAYERS SHOT 16.6 2.7 206.0 110.2 192.6
LAYERS WOTTAGIRL
6.4 1.0 175.7 43.0 168.9
EVA 18.4 3.0 18.3 15.4 99.6
YARDLEY 13.7 2.2 -5.7 119.7 -10.3
SANTOOR 1.6 0.3 -61.6 15.1 -61.8
DENVER 9.8 1.6 25.1 80.7 18.6
ENVY 4.0 0.6 -17.8 27.8 -21.1
North Zone Rural 2015 South Zone Rural 2015
East Zone Rural 2015 West Zone Rural 2015
Val in crores MS Val% % Chg
ValVol in Tons
% chg.Vol
DENVER 2.3 2.0 10.4 17.8 3.8
ENVY 0.5 0.4 -16.9 3.5 -22.8
LAYERS SHOT 1.8 1.6 429.0 12.2 419.8
LAYERS WOTTAGIRL 0.6 0.5 60.5 3.9 57.5
EVA 2.1 1.9 72.7 19.3 47.2
YARDLEY 0.1 0.1 -72.7 0.7 -74.6
Val in crores MS Val% % Chg Val Vol in
Tons% chg.
vol
EVA4.1 7.9 48.5 37.1 29.2
SANTOOR 1.1 2.1 -22.4 10.1 -24.0
YARDLEY 0.6 1.1 -35.9 4.7 -39.3
Val in crores MS Val% % Chg
Val Vol in tons % Chg.Vol
LAYERS SHOT 2.9 2.1 261.9 18.8 240.5
LAYERS WOTTAGIRL 0.7 0.5 931.8 4.3 880.8
SNTOOR 1.6 1.2 10.9 13.7 2.4
YARDLEY 1.1 0.8 12.1 8.9 8.7
Val in crores MS Val% % Chg Val Vol in
Tons% Chg.
Vol
ENVY 1.7 1.8 -47.3 12.5 -48.0
DENVER 1.0 1.1 -54.0 7.8 -56.2
EVA 1.5 1.6 115.4 13.9 99.6
LAYERS SHOT 1.4 1.5 284.3 9.2 263.4
LAYERS WOTTAGIRL 0.9 1.0 343.5 5.9 306.6
SANTOOR 0.8 0.9 -3.7 7.3 -6.7
YARDLEY 0.2 0.2 45.0 1.6 40.5
Pack size Performance All India (U+R)
KAMASUTRA
PARK AVENUE
WILDSTONE
AXE
EVA
39.4
27.1
16.8
15.1
12.7
Top manufacturers All India (U+R) - YEC15(for 150 ml category)
Value in Rs. Crs
YEC15-14.8
23.4-13.1
244.6
1.8
328.6
120.2
10.4 20.5
All India (U+R) - YEC15-Basepacksize Per-formance
200.00
165.00
150.00
135.00
125.00
122.00
100.00
75.00
120.00
Vol in Tons
YEC 14
Vol in Tons
YEC 15
Growth in vol
14
GrowthIn vol
15
Growthin. Val YEC
14
Growth in ValYEC
15
Avg Price / Unit
YEC 14
YEC15
DEODORANT 18,257.6 17,586.1 -0.3 -3.7 9.4 5.9 162.2 172.5
150.00 ml 11,136.2 9,178.8 -16.4 -17.6 -10.3 -13.1 169.3 180.3
120.00 ml 2,467.5 2,808.3 63.5 13.8 75.2 20.5 193.0 204.3
165.00 ml 1,564.3 1,747.0 194.1 11.7 192.5 23.4 168.0 183.6
135.00 ml 185.6 622.4 -100.0 235.4 -100.0 244.6 195.3 200.7
125.00 ml 826.1 786.4 -8.1 -4.8 -0.1 1.8 121.5 130.0
122.00 ml 103.6 442.1 -100.0 326.8 -100.0 328.6 222.3 223.2
75.00 ml 367.8 370.1 10.2 0.6 -4.7 10.4 78.0 86.7
200.00 ml 430.0 351.6 -29.0 -18.2 -23.8 -14.8 175.4 183.7
150.00 75.00 125.00 100.00
76.9 0.6 0.1 0.1
677.6
10.6 0.4 0.3
All India (U+R) - YEC15(Wipro)
Value in Rs. Crs
Volume in Tons
% change in Value
Because of the continuous negative growth in the year 2014 & 15 Wipro is pulling down the deodorant segment.
Wipro is present in only 150 ml segment which is having a negative growth rate in 2015& 2014 as well . They don’t have any special promotion they are using regular promotion only . Wipro major brands has only women segment both in Yardley and santoor , they don’t have any other
variant. lavender , sandal , rose are main fragrance but again sku from this fragrance are very less in terms of market share and value in crs .
Major competitor for Wipro is TTK (EVA ) having a low price and variety in brands for women category . Wipro is doing good specially in south zone urban with his competitor so they should focus more on other
zones . Majorly because of ITC , VINI the category is growing they are pushing the segments of (122,135,165ml )
in both rural and urban . Major brands for 122 ml category is Hul (Axe), VINI (Fogg), ITC (Engage)
Recommendations and conclusions
Recommendations
What Wipro can do is to launch a new Product & sku in a category of 122,135,165 which are having a higher growth rate . With a different fragrance
Apart from that they can launch different variants of fragrance for both men and women category with the base pack size of 122 , 165 ml category .
With the base pack size of these category they can focus on rural market also where there competitors are doing well .
They can focus and work on promotion type like , value promo to increase there sales . Top brands like ENGAGE, AXE, are pushing value ,& volume promotions so Wipro can also do the
value promotions to increase sales . 150M+RS25OF VALUE PROMO , 150M+30M VOLUME PROMO
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Thank you
TO UNDERSTAND NIELSEN STORE OBSERVATION ON THE PERSPECTIVE OF USL +DIAGEO.
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STORE OBSERVATION
Nielsen Store Observations is the market leader , in store research for consumer product manufacturers. Understand what consumers observe at the shelf and monitor promotion activity, to test and analyze the impact of proposed planogram on the consumer or to evaluate if new product available and visible in a live in-store environment.
Key Benefits of store observation :
See what consumers see in-store and understand how that translates to sales and opportunities. To increase the market share and sales .
Understand what consumer observe at shelf what are there preference what they buy.
Work more effectively with the retailers to ensure that proposed products and promotion plans are worked out properly .
Monitor promotion activity .
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Store Observation helps answer client about Business issues like
New product introduction Line extension Package change Pricing In-store merchandising Product distribution and display Trade compliance Sales force effectiveness Out-of-stock evaluation Product restage Shelf location Return on investment
STORE OBSERVATION
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Brands List
Talisker 30Y Singleton 18Y
Johnnie Walker FamilyRed Black
Gold PlatinumBlue
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CHANNELS IN STORE OBSERVATION
Off premise Prestige on
premise Premium on
premise
Premium on premise with
off characteristic
BROWSABLE OUTLET
PREMIUM TRADE OUTLET
GENERAL TRADE OUTLET
PRESTIGE RESTAURANT
PRESTIGE BAR
PREMIUM RESTAURANTS
PREMIUM BARS
PREMIUM CLUBS
FINE DINE
NIGHTCLUB
PREMIUM LOUNGE
PRESTIGE CLUB
MASS ON PREMISE
MASS ON PREMISE WITH OFF
CHARACTERISTIC
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QDVP3: POWER OF DOING RIGHT THINGS CONSISTENTLY
QUALITY
DISTRIBUTION
VISIBILITY
PRICING
PROMOTION
PERSUASION
Ensuring quality in our brands so to Delights the customer.
Making sure availability of the right brands & sku are available in the right outlets.
Using planograming visibility for our brands & categoriesSo they are purchased more .
Ensuring that we optimize and provide the best value for usl- Diageo for our consumer.
Providing consumer offers that drive sales & ensure promising offers at outlets.
Motivating outlet staff to recommend and support our brands. To the customer
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STORE OBSERVATION PROCESS
The first step is auditor enters the channel type and captures the GPS coordinates of the store location in the SO application.
Pre loaded questions are answered and wherever photographs are required he captures it basically to look for negative incident , branding elements etc.
Check for Visibility of USL+Diageo signage from outside the store Check elements like Flex Board/Glow Sign Board, Gate Arch, Standees, Flanges are present or not.
Check if Branding elements inside the store are present or not . Ex: Branded Racks, Chillers, Gondolas, Bottle Glorifier, Bottle Stand etc.
Check for Price communication for Royal Challenge or McDowell's No.1 is present or not it can be in the form of – Brands price list, price on bottleneck, Posters etc.
Check if USL + Diageo products are dust free? If not take a picture
Check if USL + Diageo products placed in order of premiumness?Ex : first 750 ml the n 1l according to brand premiumness in a correct order like first JW red label , black label etc.
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USL STORE OBSERVATION PROCESS
Check if brand families are placed together and in a correct order of their premiumness .
These are the major brands of USL + DIAGEO and there order for planograming. Black Dog (Black Dog Black Reserve, Black Dog Triple Gold Reserve) Smirnoff Vodka (Smirnoff Regular Vodka, Smirnoff Flavours) McDowell's No1 (McDowell's No. 1 Whisky, McDowell's No.1 Diet mate, McDowell's No. 1
Platinum) Johnnie Walker (JW Red Label, JW Black Label, JW double black, JW gold , JW platinum, JW
Blue )
Check for USL + Diageo all sku are present or not if not mention it (2L, 1L, 750ml, 375ml, 180ml, 90ml, 60ml and 30ml.)
Check and Count of front facings of all brands in the shelf .
Check if the outlet have a beer chiller?
Capture relevant photos required for particular questions. For all the channels
Submit the survey if all the details are captured .
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Key finding from store observation
Channel 1Jubilant agriant consumer ltd No inside branding element Price list was not available Entrance element was not
there . Clean bottles dust free. Planograming is present
some brands were missing Some sku were missing.
Channel 2Karnataka hockey association club Check for menu card usl designed menu
card was there . Inside branding element was
present ,entrance branding element was present
All brands were available . No cocktail description in menu card . Bar counter was there but no sitting
area. Channel 3Nava Rasa bar & restaurant Entrance branding element for usl is
present Table branding elements were present In this channel palnograming is not
required. Shelf counter and price communication
was present Some of the brands and sku were
missing
Channel 4Mayura bar and restaurant Entrance branding element was not
there. Table branding element was not
there . Menu card is there but not designed
by usl. MSL is listed and available.
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Dash Board Select Time period – month/ quarter
Select channel
QDVP3 metrics
Graphical representation of monthly RPC level Outlet score
Tabular Representation of monthly RPC level outlet score.
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REPORTS
Availability Report
Availability of various brands at SKU level in stores for USL + Diageo and competition
Gap Report
Gives information on number of outlets where USL + Diageo SKUs are
not available and competition SKUs are
available
MSL Compliance (User Level) Report
Gives the MSL compliance of stores covered by different
TSEs
MSL Brand – SKU Wise Report
Gives the MSL compliance of
stores at Brand – SKU level
Shelf Share (Over All)
Gives the shelf share of various SKUs within the brand family and brands
across the total shelf space
Shelf Share (RCRS)Gives number of outlets where SKUs for RCW is (i) greater than, (ii) equal
to or (iii) lesser than RSW
Shelf Share (Store Level)Gives the shelf share of USL + Diageo brands in
stores covered by different TSEs
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Thank you