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PRESENTED BY:

PRIYANKA SINGHVI INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY


GUIDED BY:

SUNIL KUMAR (MANAGER KEY ACCOUNT WEST) GAURAV NARAYAN SINGH (ASSISTANT MANAGER - KEY ACCOUNT)

IN DEPTH ANALYSIS OF MODERN TRADE


Assortment and MBQ study

Competition in Oats and Muesli

Space given to competitors v/s Kelloggs in store planogram

Spike in sales analysis

Type of offers accepted Price Off/ Freebie

AGENDA
Correlation Matrix Comparison of MBQ Spike-in-sales analysis of competitors Impact of offers on Kelloggs SKUs Space allocation analysis Perceptual Map Factor Analysis Assortment Observations/Recommendations

RELIANCE - MUMBAI
A TOTAL OF 54 RELIANCE STORES IN MUMBAI

FRESH

SAHAKARI BHANDAR (SB)

MARTS

SIGNATURE STORE

SMALL AREA STORES SUBDIVIDED INTO FORMATS -L1 - L2 - L3 - L4 - S1 - S2 OWNED STORES OF RELIANCE WHERE THE SKUs ARE IN GOOD NUMBER BUT NOT ALL SPECIAL STORE FOR MUKESH AMBANI CONSISTS OF IMPORTED SKUs

MEGA STORES WITH MOSTLY ALL 42 SKUs

FORMAT ALLOCATION DEPENDS ON THE SPACE GIVEN TO CEREAL /FOOD CATEGORY IN THE STORE

Correlation matrix for format L1


HIGH NEGATIVE CORRELATION

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 115 -0.47 2.51E-06 91

MBQ
-0.47 2.51E-06 91 1 . 91

L1 FORMAT HAS 7 STORES

Correlation matrix for format L2

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 98 -0.521 0.000001 87

MBQ
-0.521 0.000001 87 1 . 88

L2 FORMAT HAS 6 STORES

Correlation matrix for format L3

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 47 -0.487 0.001229272 41

MBQ
-0.487 0.001229272 41 1 . 44

L3 FORMAT HAS 3 STORES

Correlation matrix for format L4

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 18 -0.64 0.004249415 18

MBQ
-0.64 0.004249415 18 1 . 18

L4 FORMAT HAS 1 STORE

Correlation matrix for format S1

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 34 0.390 0.05984767 24

MBQ
0.390 0.05984767 24 1 . 24

S1 FORMAT HAS 3 STORES

Correlation matrix for format S2

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 105 0.125 0.266251392 81

MBQ
0.125 0.266251392 81 1 . 84

S2 FORMAT HAS 8 STORES

Correlation matrix for Marts

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 108 -0.171 0.166549849 67

MBQ
-0.171 0.166549849 1 . 68

MARTS FORMAT HAS 3 STORES

Correlation matrix for Signature store

Average Sales
Average Sales Correlation Coefficient Sig. (2-tailed) N MBQ Correlation Coefficient Sig. (2-tailed) N 1 . 15 0.655 0.015070414 13

MBQ
0.665 0.015070414 13 1 . 13

Comparison of MBQ
KELLOGGS v/s COMPETITORS
16 15 14

12

Some stores dont have oats listed


9

10

7 6

0 Bagrry's crunchy museuli 425 Kellogg's Nuts Delight - 550 gm gm Quaker oats 1 kg ROUNDED AVERAGE MBQ Saffola oats 400 gm* Kellogg's heart to heart 1 kg*

**The data pertains to 10 RELIANCE FRESH stores (40 % data)

Average Sales Before Offer SB


Bagryys Crunchy Museuli 425 Gm Quaker Oats 1 Kg Saffola Oats 400 Gm 20 59 9.5

Average Sales After Offer


22 61.76 11

%Inc/Dec 10% 4.68% 15.79% %Inc/Dec 74.14% 160.34% 46.67% C O N S O L I D A T E D

M A R T S

Average Sales Before Offer


Bagryys Crunchy Museuli 425 Gm Quaker Oats 1 Kg Saffola Oats 400 Gm 58 205.5 45

Average Sales After Offer


101 535 66

Bagr

F R E S H

Average Sales Before Offer


Bagryys Crunchy Museuli 425 Gm Quaker Oats 1 Kg Saffola Oats 400 Gm 12 36.06 19.07

Average Sales After Offer


13.20 48.83 24.20

%Inc/Dec

10% 35.40% 26.92%

* ALL PROMOTIONS CATER TO PRICE OFF TYPE

FREQUENCY TABLE
GROWTH RATE 0%-10% 11%-20% 21%-30% 31%-40% 41%-50% 51%-60% 61%-70% 71%-80% 81%-90% 91%-100% >100% TOTAL COUNT(HIKE IN SALES) 4 1 4 3 2 1 2 3 0 0 1 21 COUNT(DOWNFALL IN SALES) 3 1 1 1 0 0 1 1 0 0 0 8

IMPACT OF OFFERS ON KELLOGGS SKUs


Type of offer Article Sales before offer Sales after offer %Change Freebie - spoon free KELLOGG'S CHOCOS 375GM CBD 218228.3833 189400.35 -13%

Price off 26

HEART TO HEART 1 KG

104648.67

51191.75

-51%

Price off 10

CHOCOS 700 gm
CHOCOS 700 gm

298617.5

387302.4

30%

Price off 15

320698.7

411678

28%

450000
400000 350000 300000 250000 200000 150000 100000 50000 Sales before offer Sales after offer

0
1 2 4 5 CHOCOS 375GM 3 HEART TO HEART 1 KG 6 CHOCOS 700 gm7 8 CHOCOS 700 gm

FORMAT L1 L2 L3 L4 MARTS S1 S2 SB SIGNATURE


70 60 51 50 40 30 20 10 0 1 2 22

AVERAGE CATEGORY SPACE % 47 50 50 49 56 46 47 54 58

AVERAGE OATS SPACE % 27 25 24 19 22 0 15 36 33

AVERAGE MUSEULI SPACE % 20 19 25 30 37 20 20 40 15

60

THE GAP-IN-SPACE ANALYSIS


CATEGORY SPACE %
35 25 11

BOTTLENECKS
OATS SPACE % MUESLI SPACE %

OVERALL OBSERVED AVG. %


3 DESIRED AVERAGE %

51

22

25

OVERALL OBSERVED AVG. %

SHARE OF KELLOGGS % THE GAP %

35 60 -15% 11 103% -28%

1- CATEGORY SPACE 2- OATS SPACE 3- MUESULI SPACE

FORMAT WISE "CATEGORY" SPACE ALLOCATION


FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX L1 KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 KELLOGG'S HEART TO HEART OATS 1KG KELLOGG'S HEART TO HEART OATS 400GM KELLOGG'S SPECIAL K 435G KELLOGG'S WHEAT FLAKES 425GM CBD

36 36 36 24 36 48 36 36 8 36 36

36 36 36 29 36 58 36 42 10 36 36

0 0 0 -5 0 -10 0 -6 -2 0 0 -23

0.0 0.0 0.0 -17.2 0.0 -17.2 0.0 -14.3 -20.0 0.0 0.0

11185.5 10106.5 17550 23242 10078.5 28707 8435 7129.5 232 20383.5 10020 147069.5

0.08 0.07 0.12 0.16 0.07 0.20 0.06 0.05 0.00 0.14 0.07

0.00 0.00 0.00 -2.72 0.00 -3.37 0.00 -0.69 -0.03 0.00 0.00 -6.81

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX L2 KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55

36 36 36 24 36 48 36

36 36 36 29 36 53 36

0 0 0 -5 0 -5 0

0.0 0.0 0.0 -17.2 0.0 -9.4 0.0

14459 15543.5 17832.5 30605 13880.5 36159.25 10417.5

0.08 0.08 0.10 0.17 0.08 0.20 0.06

0 0 0 -2.88 0.00 -1.86 0.00

KELLOGG'S HEART TO HEART OATS 1KG


KELLOGG'S HEART TO HEART OATS 200GM KELLOGG'S HEART TO HEART OATS 400GM KELLOGG'S SPECIAL K 435G KELLOGG'S WHEAT FLAKES 425GM CBD

36
10 32 36 36

42
12 36 36 36

-6
-2 -4 0 0 -22

-14.3
-16.7 -11.1 0.0 0.0

9906
992 1481.5 22348.5 9806 183431.25

0.05
0.01 0.01 0.12 0.05

-0.77
-0.09 -0.09 0 0 -5.69

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD

18 18 18 13

18 18 18 20

0 0 0 -7

0 0 0 -0.35

5340 8432 13180 16862.5

0.05 0.09 0.13 0.17

0 0 0 -0.06

KELLOGG'S CORN FLAKES 250G BOX


KELLOGG'S CORN FLAKES 475G BOX KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 L3

18
24 19

24
30 18

-6
-6 1

-0.25
-0.20 0.06

5539.5
19387.5 2975

0.06
0.20 0.03

-0.01
-0.04 0.00

KELLOGG'S HEART TO HEART OATS 1KG


KELLOGG'S HEART TO HEART OATS 200GM KELLOGG'S HEART TO HEART OATS 400GM KELLOGGS HONEY LOOPS 300GM KELLOGG'S SPECIAL K 435G KELLOGG'S WHEAT FLAKES 425GM CBD

18
10 15 6 18 18

24
12 20 6 24 24

-6
-2 -5 0 -6 -6 -43

-0.25
-0.17 -0.25 0.00 -0.25 -0.25

6552
640 580 108 11074.5 7540 98211

0.07
0.01 0.01 0.00 0.11 0.08

-0.02
0.00 0.00 0.00 -0.03 -0.02 -0.18

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

KELLOGG CHOCOS DUET 375GM


KELLOGG CHOCOS MOON & STARS 350GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD

6
6 6 5

6
6 6 4

0
0 0 1

0
0 0 0.25

2700
1955 4792.5 8377

0.06
0.04 0.11 0.19

0.00
0.00 0.00 0.05

KELLOGG'S CORN FLAKES 100GM BOX


KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX L4 KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 KELLOGG'S HEART TO HEART OATS 1KG KELLOGG'S HEART TO HEART OATS 400GM KELLOGGS HONEY LOOPS 300GM KELLOGG'S SPECIAL K 435G

8
6 8 7 6 7 6 6

8
6 8 6 6 6 6 12

0
0 0 1 0 1 0 -6

0.00
0.00 0.00 0.17 0.00 0.17 0.00 -0.5

201
3082.5 10462.5 2655 2000 348 702 4558.5

0.00
0.07 0.23 0.06 0.04 0.01 0.02 0.10

0.00
0.00 0.00 0.01 0.00 0.00 0.00 -0.05

KELLOGG'S WHEAT FLAKES 425GM CBD

0
-3

3010
44844

0.07

0.00
0.01

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU
KELLOGG XTRA MUSLI CRCHY FT & NUT 275GM KELLOGG CHOCOS DUET 125GM KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGGS ALMOND CORN FLAKES 300GM KELLOGG'S BANANA CORNFLAKES 300GM CBD KELLOGG'S CHOCOS 125GM BOX KELLOGG'S CHOCOS 250GM BOX KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD KELLOGG'S CHOCOS SMACKS 390GM CBD KELLOGGS CORN F MANG PU 300G KELLOGG'S CORN FLAKES 100GM BOX KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX KELLOGG'S EXTRA MUESLI FRUIT MAGIC 550 KELLOGG'S EXTRA MUESLI FRUIT MAGIC 275 G KELLOGG'S EXTRA MUESLI NUTS DELIGHT 27 KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 KELLOGG'S HC CF 300GM BOX KELLOGG'S HEART TO HEART OATS 1KG KELLOGG'S HEART TO HEART OATS 200GM KELLOGG'S HEART TO HEART OATS 400GM KELLOGG'S HONEY CRUNCH 125GM CBD KELLOGG'S HONEY CRUNCH CF 450GM CBD KELLOGG'S OAT BITES - 350G KELLOGG'S SPECIAL K 140 GM CBD KELLOGG'S SPECIAL K 290 GM CBD KELLOGG'S SPECIAL K 435G KELLOGG'S STRAWBERRY CF 100GM BOX KELLOGG'S STRAWBERRY CF 275GM BOX KELLOGG'S WHEAT FLAKES 425GM CBD

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
36 24 36 36 27 30 24 12 30 30 42 23 48 42 37 25 28 33 21 42 25 24 34 16 40 18 48 29 27 24 36 42 43 24 26 42 21 28 24 14 28 30 28 28 46 45 38 28 32 40 28 38 40 20 34 32 30 21 40 28 28 24 28 34 -7 0 10 -6 6 2 0 -2 2 0 14 -5 2 -3 -1 -3 -4 -7 -7 4 -15 4 0 -16 10 -3 8 1 -1 0 8 8 -1 -0.16 0.00 0.38 -0.14 0.29 0.07 0.00 -0.14 0.07 0.00 0.50 -0.18 0.04 -0.07 -0.03 -0.11 -0.13 -0.18 -0.25 0.11 -0.38 0.20 0.00 -0.50 0.33 -0.14 0.20 0.04 -0.04 0.00 0.29 0.24 8717.5 2255 7682.5 14075 21837.5 3983.5 6742.5 7380 21802.5 67195 7382.5 7480.5 3578 12276 73982 18780 9897.5 11022.5 10787.5 9405 8750 144 3098.5 3219 15525 6088.5 4516 6606 29900.5 5118.5 14037.5 30090 453356 0.02 0.00 0.02 0.03 0.05 0.01 0.01 0.02 0.05 0.15 0.02 0.02 0.01 0.03 0.16 0.04 0.02 0.02 0.02 0.02 0.02 0.00 0.01 0.01 0.03 0.01 0.01 0.01 0.07 0.01 0.03 0.07 0.00 0.00 0.01 0.00 0.01 0.00 0.00 0.00 0.00 0.00 0.01 0.00 0.00 0.00 0.00 0.00 0.00 0.00 -0.01 0.00 -0.01 0.00 0.00 0.00 0.01 0.00 0.00 0.00 0.00 0.00 0.01 0.02 0.02

MARTS

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

S1

KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 KELLOGG'S SPECIAL K 435G KELLOGG'S WHEAT FLAKES 425GM CBD

5 18 18 20 36 20 10 30 10

6 18 18 17 18 31 12 18 12

-1 0 0 3 18 -11 -2 12 -2 17 -2 0 0 13 36 -8 -3 -1 30 -3 62

-0.17 0.00 0.00 0.18 1.00 -0.35 -0.17 0.67 -0.17

1417.5 3075 7560 11582.5 4320 12864 2952.5 6274.5 2810 52856 7101 9014.5 18913.5 25603.5 10840.5 30544.5 7347.5 2200.5 18336 6856 136757.5

0.03 0.06 0.14 0.22 0.08 0.24 0.06 0.12 0.05

0.00 0.00 0.00 0.04 0.08 -0.09 -0.01 0.08 -0.01 0.09 0.00 0.00 0.00 0.06 0.06 -0.03 0.00 0.00 0.08 0.00 0.17

S2

KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 KELLOGG'S HEART TO HEART OATS 1KG KELLOGG'S SPECIAL K 435G KELLOGG'S WHEAT FLAKES 425GM CBD

33 48 48 52 84 60 33 12 78 39

35 48 48 39 48 68 36 13 48 42

-0.06 0.00 0.00 0.33 0.75 -0.12 -0.08 -0.08 0.63 -0.07

0.05 0.07 0.14 0.19 0.08 0.22 0.05 0.02 0.13 0.05

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU
KELLOGG XTRA MUSLI CRCHY FT & NUT 275GM KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGGS ALMOND CORN FLAKES 300GM KELLOGG'S BANANA CORNFLAKES 300GM CBD KELLOGG'S CHOCOS 125GM BOX KELLOGG'S CHOCOS 250GM BOX KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CHOCOS 700GM CBD KELLOGG'S CHOCOS SMACKS 390GM CBD KELLOGGS CORN F MANG PU 300G KELLOGG'S CORN FLAKES 100GM BOX KELLOGG'S CORN FLAKES 250G BOX KELLOGG'S CORN FLAKES 475G BOX KELLOGG'S EXTRA MUESLI FRUIT MAGIC 550 KELLOGG'S EXTRA MUESLI FRUIT MAGIC 275 G KELLOGG'S EXTRA MUESLI NUTS DELIGHT 27 KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 KELLOGG'S HC CF 300GM BOX KELLOGG'S HEART TO HEART OATS 1KG KELLOGG'S HEART TO HEART OATS 200GM KELLOGG'S HEART TO HEART OATS 400GM KELLOGG'S HONEY CRUNCH CF 450GM CBD KELLOGGS HONEY LOOPS 125GM KELLOGGS HONEY LOOPS 300GM KELLOGGS MUESLI CRNCHY FRT&NUT 550GM CBD KELLOGG'S OAT BITES - 350G KELLOGG'S SPECIAL K 140 GM CBD KELLOGG'S SPECIAL K 290 GM CBD KELLOGG'S SPECIAL K 435G KELLOGG'S STRAWBERRY CF 100GM BOX KELLOGG'S STRAWBERRY CF 275GM BOX KELLOGG'S WHEAT FLAKES 425GM CBD

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
141 153 192 125 50 18 291 275 289 93 85 325 349 559 126 123 105 156 258 294 255 387 157 12 51 54 171 155 240 277 36 145 341 169 139 154 83 62 24 186 191 231 114 81 250 176 260 125 180 164 125 164 227 248 236 159 16 54 101 147 184 157 199 35 122 184 -28 14 38 42 -12 -6 105 84 58 -21 4 75 173 299 1 -57 -59 31 94 67 7 151 -2 -4 -3 -47 24 -29 83 78 1 23 157 1341 -0.17 0.10 0.25 0.51 -0.19 -0.25 0.56 0.44 0.25 -0.18 0.05 0.30 0.98 1.15 0.01 -0.32 -0.36 0.25 0.57 0.30 0.03 0.64 -0.01 -0.25 -0.06 -0.47 0.16 -0.16 0.53 0.39 0.03 0.19 0.85 24700.5 24591.6 45934.92 44747.925 5047.515 902.88 50910.75 73741.55 162603.8 15035.625 11859.21 16426.08 51161.1 219054.45 34459.425 17616.2 20938.5 57046.275 46102.175 41618.875 10101.9 18575.37 33078.375 423.225 4459.455 24483 26851.73 10181.78 32447.25 103675.625 1703.295 41900.76 125294.4 1397675.52 0.02 0.02 0.03 0.03 0.00 0.00 0.04 0.05 0.12 0.01 0.01 0.01 0.04 0.16 0.02 0.01 0.01 0.04 0.03 0.03 0.01 0.01 0.02 0.00 0.00 0.02 0.02 0.01 0.02 0.07 0.00 0.03 0.09 0.00 0.00 0.01 0.02 0.00 0.00 0.02 0.02 0.03 0.00 0.00 0.00 0.04 0.18 0.00 0.00 -0.01 0.01 0.02 0.01 0.00 0.01 0.00 0.00 0.00 -0.01 0.00 0.00 0.01 0.03 0.00 0.01 0.08 0.47

SB

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

FORMAT

SKU

MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

KELLOGG XTRA MUSLI CRCHY FT & NUT 275GM KELLOGG CHOCOS DUET 375GM KELLOGG CHOCOS MOON & STARS 350GM KELLOGGS ALMOND CORN FLAKES 300GM KELLOGG'S CHOCOS 375GM CBD KELLOGG'S CORN FLAKES 475G BOX KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 SIG KELLOGG'S HC CF 300GM BOX

6 6 6 6 9 18 6 8 6 8 18 12

9 12 6 6 12 20 6 6 6 6 12 12

-3 -6 0 0 -3 -2 0 2 0 2 6 0 -4

-0.33 -0.50 0.00 0.00 -0.25 -0.10 0.00 0.33 0.00 0.33 0.50 0.00

3262.5 1755 2865 6647.5 3712.5 18765 2567.5 2422.5 2047.5 1980 7917 9960 63902

0.05 0.03 0.04 0.10 0.06 0.29 0.04 0.04 0.03 0.03 0.12 0.16

-0.02 -0.01 0.00 0.00 -0.01 -0.03 0.00 0.01 0.00 0.01 0.06 0.00 0.01

KELLOGGS MUESLI CRNCHY FRT&NUT 550GM CBD


KELLOGG'S OAT BITES - 350G KELLOGG'S SPECIAL K 290 GM CBD KELLOGG'S WHEAT FLAKES 425GM CBD

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

CUMULATIVE ANALYSIS
FORMAT L1 L2 L3 L4 S1 S2 MARTS SIGNATURE SB REPRESENTATIVE VALUE % -6.81 -5.69 -0.18 0.01 0.09 0.17 0.02 0.01 0.47 MBQ-FD (units) -23 -22 -43 -3 17 62 -1 -4 1341

BAD GOOD NEUTRAL

ANALYSIS OF COMPETITIVE POSITION


PERCEPTUAL MAP : OATS CATEGORY
High Visibility
QUAKER KELLOGGS

SAFFOLA

Low Quality

High Quality

High Price
QUAKER KELLOGGS

Low Visibility Low Quality

SAFFOLA

High Quality

Low Price

High Customer satisfaction


QUAKER KELLOGGS

SAFFOLA

Low Availability

High Availability

Low Customer satisfaction Brand Strength


SAFFOLA KELLOGGS QUAKER

Low Visibility

High Visibility

Brand Weakness

MUESLI CATEGORY
High Visibility
BAGRRYS
KELLOGGS

Low Quality

High Quality

High Price

Low Visibility

KELLOGGS

BAGRRYS

Low Quality

High Quality

Low Price

High Customer satisfaction


KELLOGGS BAGRYYS

High Availability Low Availability

Brand Strength

KELLOGGS BAGRYYS

Low Customer satisfaction

Low Visibility

High Visibility

Brand Weakness

FACTOR ANALYSIS FOR OATS CATEGORY


Component BRAND AWARENESS PRICE QUALITY CUSTOMER SATISFACTION Eigen values 1.418 1.133 0.732 0.718 % of Variance 35.44 28.32 18.30 17.94 %CUMULATIVE 35.44 63.75 82.06 100.00

FACTOR ANALYSIS FOR MEUSLI CATEGORY


Component BRAND AWARENESS PRICE QUALITY CUSTOMER SATISFACTION Eigenvalues 1.364 1.095 0.928 0.613 % of Variance 34.10 27.37 23.21 15.32 Cumulative % 34.10 61.47 84.68 100.00

ASSORTMENT
FORMAT NO OF SKUs IN OATS CATEGORY NO OF SKUs IN MUSEULI CATEGORY NO OF SUs IN READY TO EAT CATEGORY TOTAL L1 3 2 15 20

Ideal assortment for this format: Two SKUS of Muesli & Oats each Recommendation: Heart to Heart 200 gm recently added. Hence no change Replace extra muesli fruit magic 275 gm with fruit magic 550 gm Addition: Almond Cornflakes 300 gm

ASSORTMENT
FORMAT NO OF SKUs IN OATS CATEGORY NO OF SKUs IN MUSEULI CATEGORY NO OF SUs IN READY TO EAT CATEGORY TOTAL L2 3 1 17 21

Ideal assortment for this format: Two SKUS of Muesli & Oats each

Recommendation: Heart to Heart 200 gm Recently added. No change Interchange Chocos 125gm with almond 300gm Addition: Extra muesli fruit magic 550 gm

ASSORTMENT
FORMAT NO OF SKUs IN OATS CATEGORY NO OF SKUs IN MUSEULI CATEGORY NO OF SUs IN READY TO EAT CATEGORY TOTAL L3 3 5 24 32

Ideal assortment for this format: Three SKUs of Muesli & three of Oats Recommendation: Interchange honey loops 125gm with Chocos 250gm Extra muesli Ft & Nut 275gm has been recently added. Hence no change Addition: NONE

ASSORTMENT
FORMAT NO OF SKUs IN OATS CATEGORY NO OF SKUs IN MUSEULI CATEGORY NO OF SUs IN READY TO EAT CATEGORY TOTAL L4 3 6 24 33

Ideal assortment for this format: Three SKUS of Oats & Six of Muesli Recommendation: Interchange cornflakes 100gm with Chocos 250 gm

Addition: NONE

ASSORTMENT
FORMAT NO OF SKUs IN OATS CATEGORY NO OF SKUs IN MUSEULI CATEGORY NO OF SKUs IN READY TO EAT CATEGORY TOTAL S1 0 1 13 14

Ideal assortment for this format: One SKU of Muesli & Oats each

Recommendation: Chocos 125gm could be replaced later with Chocos 250gm if the former doesnt sell much Addition: Heart to Heart 1 Kg

ASSORTMENT
FORMAT NO OF SKUs IN OATS CATEGORY NO OF SKUs IN MUSEULI CATEGORY NO OF SUs IN READY TO EAT CATEGORY TOTAL S2 3 1 18 22

Ideal assortment for this format: Two SKUS of Muesli & Oats each

Recommendation: Heart to Heart 200 gm - recently added. No change


Addition: Extra muesli fruit magic 550 gm

RECOMMENDATIONS OBSERVATIONS/RECOMMENDATIONS
PRICE OFF WORKS BETTER THAN FREEBIE
BRAND AWARENESS OF OATS AND MUESLI - CHANNELS: ACTIVATION/ENDORSEMENT COMBINE OATS WITH A HIGH SELLING KELLOGGS PRODUCT - CHOCOS 700GM + 100 GM HEART TO HEART OATS FREE - HEART TO HEART 100GM IS USED AS A TRIAL PACK AGGRESSIVE MARKETING OF OAT-BITES 350GM (OUR NICHE OAT PRODUCT) MUESLI COULD BE PACKED IN JARS TO IMPROVE SALES IF FEASIBLE, COME OUT WITH SMALL PACKS OF MUESLI

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Store number 2592 2620 2191 2676 2184 3046 2182 2278 2731 2271 2275 2276

Format L1 L1 L1 L1 L1 L1 L1 L2 L2 L2 L2 L2 L2

Store Name Anna Louis Chunabhatti Hiranandani Kaksons-Chembur Mehak Motors Shivam Apartments-dahisar Vasai Kadakpada Kalyan Manu Krupa PP Marg Virar Seawood Nerul Sec. 5 Nerul Thakur Cmlx Kandivali

2270
2269 2190 2268 2277 2189 2181 2185 2720 2674 2186 2188 2183

L3
L3 L3 L4 S1 S1 S1 S2 S2 S2 S2 S2 S2

120 Ft Rd Bhayander
Miraroad Sion Circle Sec 19 Belapur Bholas Classes Vashi Vrindavan Centrium Mall Gopi Talkies Hamara Bazaar JAI Jagdamba Mahadev Hotel Pawar Properties

2748
2187 2591

S2
S2

Roop Darshan
TVS Motors

Store number

Format

Store Name Acme Mall Ashar Residency Central City Mall 3R Chembur RCSPL SB Anushakti Nagar Store RCSPL SB Bandra Store

6217
6213 6210 3114 3100 3104

marts
marts marts SB

SB
SB SB SB SB SB SB SB SB SB SB SB SB SB SB SB SB SB SB SIGNATURE

3101
3102 3103 3112

RCSPL SB Borivali Store


RCSPL SB Breach Candy Store RCSPL SB Chembur Store RCSPL SB Colaba Store

3105
3115 3106 3108 3110 3113 3107 3109 3111 3119 3117 3121 3116 2792

RCSPL SB Dindoshi Store


RCSPL SB JB Andheri Store RCSPL SB Juhu Store RCSPL SB Matunga Store RCSPL SB Mazgaon Store RCSPL SB Napeansea Road Store RCSPL SB New Colaba Store RCSPL SB Vile Parle Store RCSPL SB Worli Store SB AGAR BAZAR SB Malad East SB Mira Road The Shop Tirupati Apartment