Smollan Group

Brief Credentials
Smollan Group Overview
• Diversified Marketing Services Group.

• 80 year track record - founded in 1931

• Shareholding of Smollan Holdings:

– 40% Smollan Family
– 33% WPP
– 27% Executives and Management

• 18,000 employees around the world

Global Footprint

China
India

Malaysia
Brazil
Malawi

Namibia Botswana
Australia
Zimbabwe
South Africa
Some Key Clients Worldwide…
Our Vision & Philosophy

• Add value to the client by enabling better in-store execution.

• Leverage our expertise in technology.

• Make brands look better, everyday.

Our Service Offerings
Need for Audit
Today’s Retail Scenario…
• FMCG categories increasingly driven by impulse purchases, and
hence on-shelf visibility in retail outlets is critical.
• Therefore retail stores are today characterized by

– A number of brands striving to be visible in the limited

shelf space available.

– Co-existence of competing brands on the same shelf.

– Various displays trying to grab shoppers’ attention

Business Issues Faced by Marketers
• Is the money invested in POS visibility of my brands being utilized effectively in
the retail outlets.
• Are my in-store displays put up in hot spots and are these displays noticeable to
shoppers.
• Is the shelf-space that I have booked for my brand for 1 month taken up by some
other brand, 2 weeks later.
• In case if the execution is not upto the mark in a particular town, how can I
get it rectified immediately.
Need for Audit
• Need to monitor if the POS visibility is meeting the defined compliance
norms.
• Need to track on a continuos basis if the retail activation program is
yielding the expected returns.
• Need for a dynamic audit mechanism which will serve as an
actionable tool in correcting in-store execution on an ongoing basis.
What We Capture…
What we capture…
We provide insights to marketers on a number of parameters impacting
retail sales and market share, thereby assisting them in decision-making.
• Availability of products

• Shelf facings

• Share of shelf vis-a-vis competition

• Location of display (hot spot visibility)

• Competitive information on POS activities

• Implementation of POS materials

• Brand and Category Adjacency on retail shelves

• Impact of POS visibility on brand choice

• Out of stock instances

Technological Expertise
• All auditors carry GPRS-enabled Hand Held

Terminals which are used for

– Capturing data

– Taking pictures

• Once data on all tasks & activities of an outlet are

completed, auditor saves the data.

• Within a span of few minutes, data & photos get

uploaded on the server through GPRS.

Pen & Paper vs. Technology

Pen & Paper Approach Technological Approach

• Data reporting at the end of the • Real-time data reporting, therefore

month, therefore not actionable in non-compliant displays can be
the same month. corrected immediately.

• Errors during data punching • No data punching required,

could result in incorrect data therefore chances of errors
report. minimized.

• Possibility of questionnaires getting • No loss in transit; data can be

misplaced/lost in transit; therefore accessed on the same day at the
impacting data output. click of a button.
Process
Monthly Audit Cycle
 Process
Standard Template Actual Display

Compliance norms specified by the Photograph of Actual display present in

client appears in HHT as standard outlet is clicked by auditor and gets
template saved as actual template to arrive at
deviation from compliance norms.
Value Addition

• Our technological expertise has resulted in immense value

addition to clients due to
– Real Time data access – (data is more actionable)

– Picture-profile of stores audited in the day can be accessed on

same day.
– Customized Dashboards

– Reduced lead time in between data capture and data reporting.

– Customized reporting – Store -wise & Aggregate reports

POS Elements Audited
POS Elements Audited (1)
Shelf Display (Dove) Shelf Display (Surf Excel)

Planogramming (Hair Care) Planogramming (Skin Cream)

POS Elements Audited (2)
Tea Visibility Rod Visibility Rod (Shampoo)

Counter Top Units Counter Top Units

Coverage
Every month we cover

30,000 outlets

Across 120 towns

Over 1,50,000 displays

 Looking forward to work with you
on this assignment

In case of any queries please contact

Kartik Bhat (Mail- kartik.bhat@smollan.co.in)
(Handheld: 7738209654)