Weekly Contest # 3 Sensationalize Set Wet!

Sales channel for deodorants General Trade

Modern Trade

Chemist

Channel Dynamics General Trade/ Groceries store - Low in-store visibility due to high clutter and space constraint Modern Trade Fight for shelf space and Presence of private labels Chemist- High in-store visibility as Shop organisation is more systematic Medicines occupy lesser space and need to be displayed Key Takeaway : Basic characteristics in terms of the look and feel of the outlet and consumer buying behaviour sees substantial dissimilarity Strategy to win the customer and increase sales of deodorants Talking about General Trade, Marico in order to increase the visibility of Set Wet has to create separate space for its entire product portfolio to create an impact. This can be achieved by 1 Power zone shelf (Sex appeal SetWet and Zatak) 1 Grooming Wall ( Set Wet gel, parachute styling gel & Livon) 1 Power zone Shelf (Haircare- Livon, Nihar, Parachute, Hair & Care ) Top of mind-SetWet sponsored Name board of the store for stores selling (400-700 units/mnth) SetWet 1* wire hanger 1 promo shelf Frontage shelf ( Revive + Manjal ) 4% visibility incentive of current sales* on SetWet and Zatak, reimbursed quarterly* Chemist : Top of mind recall - Jars near the cash counter ( Setwet Hairwax and Hair gel) Bundled packs- SetWet and SetWet gel 1 Power zone shelf (Sex appeal SetWet and Zatak) Modern Trade: SetWet Danglers at the entrance and using glorifiers to increase visibility Scratch cards to avail discounts on purchase of SetWet at the bill counter or rebate on next purchase from the store To increase the sales at the same store Suggestions to win over competition Rs 700- Rs 1200 p.m. display payment 3 Display windows to be maintained for STAR outlets, Changed on a monthly/quarterly basis 3-4 windows should be taken for display maintenance New launch and Focus SKUs change every month