Mar MT Comm Letter
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Transcript of Mar MT Comm Letter
MT Comm LetterMar 2015
Portfolio Snapshot
RB Internal2
D Mart 92
Discounter with limited
assortment, low prices
and no services
Largest retailer in India,
growing by 30%+ in 2015
Focus in West and South
with store expansion
To maintain at par with
industry, promotional
support and warehousing
support
Hyper City 17 Only Hypermarkets
Growth in sub 10%
range,Invests heavily on in-
store experience, Shopper
profile: Sec A/B
Focus in West and North for
store expansion
Exclusive promotion support
during marketing activities,
Margins to be in alignment
with category
Reliance
Cash and Carry46* C&C (both B2B and B2C)
Hybrid Structure, value
hypermarkets with B2B focus
for topline growth with
limted assortment
Consolidation in progress,
Focus on inbound sales by
improving assortment and
layout for easy navigation
Promotional support
primarily from category
leaders, Minimum margin
retention on B2B sales
ChainGroup's FMCG Format
presence Account Profile Growth Avenues Expectations from VendorStore Foot Print
3
Top Lines
D Mart
• D Mart became biggest retailer with 29% growth in 2015
• All Regions have grown at a very fast pace
HyperCity
• RB Business remained stagnant in HYC
• South 2 and North are major concerns, Improvements seen in Jan
Rel CnC
• Rel CnC has grown @50% over LYSP
• All regions growing in excess of 30%
(in Rs Lakhs, STC)
Regions 2015 2014 Contri Growths 2015 2014 Contri Growths 2015 2014 Contri Growths
North NA NA NA NA 37 47 4% -20% 2259 1395 35% 62%
East 26 6 0% 328% NA NA NA NA 364 262 6% 39%
West 8749 7009 84% 25% 703 634 69% 11% 2313 1703 35% 36%
South 1 680 513 7% 33% 186 172 18% 8% 1231 718 19% 72%
South 2 1002 579 10% 73% 93 162 9% -43% 353 270 5% 31%
All India 10457 8106 100% 29% 1019 1015 100% 0% 6520 4347 100% 50%
D Mart HyperCity Rel CnC
RB Internal4
Brand Wise
Key Micro Performace 2015 Contri 2015 Grw % 2015 Contri2015 Grw %2015 Contri 2015 Grw %Soap 1911 20% 39% 53.85 5% 13% 2574 40% 47%
DLS 1285 14% 31% 134.1 13% -10% 443 7% 0%
Harpic 2270 24% 56% 288.8 28% 21% 1587 25% 121%
Lizol 1757 19% 26% 202.2 20% 10% 627 10% 66%
Mortein 164.3 2% -42% 15.31 2% -46% 448 7% 21%
Airwick 235 2% -24% 91.96 9% 7% 65 1% -30%
Veet 250.5 3% 47% 29.74 3% 18% 146 2% 42%
Colin 266.5 3% 32% 37.51 4% 9% 218 3% 53%
Vanish 276.9 3% 17% 38.61 4% 0% 47 1% -6%
DKG 116.7 1% -2% 20.45 2% -3% 14 0% -10%
All RB 9402 100% 31% 1019 100% 0% 6433 100% 50%
Rel CnCHyper CityD Mart
D Mart
• All micros except DKG, Airwick and Mortein doing very well in D Mart
• Soap, DLS, Harpic, Lizol, Veet driving the business
HyperCity
• Micro growths remains sluggish, at par with category growths
• Major concern in DLS, Mortein, Vanish, DKG
Rel CnC
• All micros except DLS, Airwick, DKG and Vanish doing very well
• CnC focus on top selling SKUs concern for tail SKUs in RB portfolio
2016 Q2 Activation
RB Internal5
Brands Growth KPI Activations D Mart HyperCity Rel CnC
Soap 25% Dharma ActiationPallet display in top 50
stores for 3 months
Cat Arch in Malad, Catdressing top 5 stores, 6
FSU, 9 Pillar branding and 9 Pallet in top 10 stores
• Palley Display in top 25 stores for 3 months
• Soap 48 gm billing
DLS 20%
• DLS 800 ml to be focus pack
• Dettol Squeezyin CnC
Overdrive DLS 800 ml and Dharma range for share
gain
Overdrive DLS 800 ml and Dharma range for share
gain
Dettol Squeezy to be focus pack
Harpic 25%Germ Blaster and
Taps and Tiles launch
Pallet display in top 25 stores
FSU and End Cap in top 5 stores
FSUs and Pallet display
Dermi Cool 25% Season PlanPrice off and ad hoc
visibilityAd Hoc visibility in top 5
storesQPS
Lizol 25% Q2 PlanDrive large packs through
on Pack/on PoS offersFSU in top 5 stores(Lizol
Neem launch)Surface Care QPS in Q2
Mortein 20% Q2 Plan Focused Promo PlotDrive thorugh on-Pack
and on-PoS offersQPS in main geographies
Veet 35% Apr-May On PoS on large packs
during activation period10 Parasites for April and
MayParasites in top 10 stores
Manpower Update
6
# Stores
Exclusive
KASR
Moving
KASR Dedicated BAs
Total
KASRs
D Mart 100 75 22 97
HYC 18 1 3 8 12
Rel CnC 46 27 1 28
D Mart
• Need to negotiate exclusive KASRs for all stores with biz > 8L pm and merchandisers for smaller stores
HYC
• Need to effectively utilize BAs to push business in major stores
Rel CnC
• All major CnC stores with a biz cutoff of 8L pm to have exclusive KASRs
Jan 2016- Very Strong Start
RB Internal7
Account Jan '14 Jan '15 Growh LYSP
Dmart 729 1039 43%
Hypercity 79 87 11%
Reliance C&C 462 631 37%
Jan Growth
• Jan growth of 38%, led by D Mart and Rel CnC
• Growth led by Harpic, Lizol, DLS and Soap
• Pest and Aircare: Linking across stores completed, Incremental biz to from Feb onwards
Improvement on Supply KPI
• Fill rate showing an upward trend
• Objective: Touch 70% FR in D Mart and HYC by March end
March 2016 Priorities
• D Mart
– Focus on Airwick, Mortein and Vanish and for MSL improvement of at least 300
bps and incremental business contribution of Rs 99 L in Q2
• HyperCity
– 100% ToT asset compliance
– Focus on Soap and Mortein in Q2 for incremental business of Rs 17 L in Q2
– Veet, Scholl and Durex activation in Q2 for 300 bps MSL increment
• Reliance Cash and Carry
– Correct assortment for top 15 stores for 400 bps MSL increment
– QPS in Pest(select geographies), Dermicool(select Geographies) and Surface Care
– Durex-Cash till branding in top 5 stores, Pallet display in top 25 CnC stores as part
of Dharma activation and parasite visibility in Veet in top 10 stores
Thank You