POB execution in

Kellogg’s Premier Club

Summer Internship Project
Anusua Das
Calcutta Business School
VALUE ACHIEVEMENT MONTH WISE
900000
813401.93
792286.9172
800000
697955.4096
700000
Sum of Dec'19 BFC Ach
554319.5556
600000 Sum of Jan'19 BFC Ach
553354.8766 553288.5913
Sum of Feb'19 BFC Ach
500000
Sum of Mar'19 BFC Ach
400000 Sum of Apr'19 BFC Ach
Sum of May'19 BFC Ach
300000

200000

100000

0
 Topics
1. Company history
2. Project Description
3. Project Methodology
4. Work summary
5. Deployment Process
6. Primary research area
7. Secondary research area
8. Data Observation
9. Key Findings
10. Major competitors
11. Third Research Area
12. Recommendations
13. Conclusion
HISTORY
FEB 19TH 1906-
JOHN HARVEY KELLOGG & WILL KEITH KELLOGG also known as W.K KELLOGG founded
The Battle Creek Toasted Corn Flake company in Battle Creek, Michigan.
1914- Production expanded world wide
1922-Name changed to The Kellogg company.
1938-continued to expand and build plants in England and Australia.
1951-w.k kellogg died. The kellogg company continued to expand and build plants in
Latin America and Asia.
1976-Acquisition of Mrs.Smith’s pie company.
HISTORY(cont.)
1999-Acquisition of Worthington Foods.
2000-Acquisition of Kashi
2001-Kellogg acquires keebler, its largest acquisition.
2006-with almost 11 Billion, Kellogg’s is the worlds leading producer of cereal and
other convenience foods.
2009-increased fiber content in ready to eat cereals than any other U.S food
company.
Today- now operating in 180 countries across the world providing families with better
breakfasts that lead to better days.
Project Description
Primary Objective

Build breakfast cereals reach through enhanced

visibility of 99 MRP portfolio.
Project Description
Secondary Objective

To understand the category

To understand the importance of visibility & POB
To identify a relevant location within the outlet to place
POB
To negotiate with the retailer for the selected location
Execution of POB as a planogram
To give recommendations to improve visibility solutions.
Methodology
Target population
Kellogg’s premiere club stores
Sample Size
77
Place
Kalyani to Agarpara
Timeline
8 weeks
Work summary
Timelines Task Objective Place
Day 1 Induction To understand the Kolkata RSO
company insights

Week 1 Project briefing & category To understand perfect Kolkata

understanding stores & POB
Week 2-4 Market working with Working with DVSM to Kolkata
DVSM negotiate for space
Week 5 Mid project review Present mid project review Kolkata RSO
Day 1 to overcome challenges
Week 5-7 POB execution with Placement of Racks Kolkata
Merchandiser
Week 8 Preparation of project Presentation Kolkata RSO
DEPLOYMENT PROCESS

step:1 Step:2 Step:3 Step:4 Step:5

• SO ensure • So to • Explains • DVSM • Delivery

stock identify the takes the boy visits
availability location scheme order the outlet
of rack in about in vehicle
store POB with the
POB
Picture of POB execution
Picture of success Picture of failure
PRIMARY RESEARCH AREA
INITIAL MARKET RESPONSE

CONVERSION CHART

60

40

20 Total

0
AGREED
NOT NEGOTIATED
REJECTED
RACK INSTALLATION CHART
RACK STATUS

60

40

20 Total
0

NOT PRESENT
PRESENT
EXPIRY DATE SPACE PROBLEM RS.20 PACK DEMAND AIR LEAKED PAY OUT BROKEN RACK

4%
4% Data
4%

28%
Observations
MAJOR CONSTRAINTS
14%

46%
RESPONSE AFTER INSTALLATION
RETAILER'S RESPONSE AFTER RACK PLACEMENT

30

20

10
NO.
0
POSITIVE
NEUTRAL
NEGATIVE
Some issues pertaining to Rs.99 rack
after placement
•Pay out problems related to points acquired.
•Space problems in keeping racks outside the outlet.
•Expiry date problems existing.
•Racks are not being displayed by retailer.
•Rack present but empty.
Key findings
Maximum retailers agreed to keep the Rs.99 rack due to it’s attractive appearance.
Several other issues faced regarding product availability, expiry date, incentives, etc.
Sales of Rs.99 pack is gradually increasing after rack placement.
Few retailers still facing space problem due to rack.
 Unnecessary delay in reaching of rack due to internal problem in distribution.
SECONDARY RESEARCH
AREA
 INCREASE IN SALES ALONG WITH VISIBILITY

3000

Data
2500
observations
2000 Optional statement

(blank)
1500
Expon. ((blank))

1000

500

0
Count of VALUE Count of VALUE2 Count of VALUE3 Count of VALUE4
MAJOR COMPETITORS
Third research area
PRODUCT AWARENESS OF CONSUMER
RESPONDENTS
20
15
10
5
0
RESPONDENTS
RETAILER’S INTEREST IN PROMOTIONAL
TOOLS
INTERESTED

NEUTRAL

NOT INTERESTED

0
10
20
30
40
50
Project Summary
Summary of Porter’s 5 Forces
Supplier power: Medium
Buyer power: High
Substitutes: High
Barriers to entry: Medium-to-high
Degree of rivalry: Very high
SWOT
STRENGTH:
Social responsibility promoting healthy life style and diversity.
WEAKNESS:
Demographically different customers which means different focus which may cause to
conflict.
OPPORTUNITIES:
Products and services expansion and lower pricing strategy.
THREATS:
Competition, price wars, product substitution.
Recommendations
Space constraint:
• Modification of Rack- Hanging facility to avoid space
problem.
Pay out problem :
• On job training of Merchandiser in clicking photo of outlets.
Recommendations(cont.)
Expiry date issue and damaged samples:
• Proper distribution & constant supervision and easy return
policies and added incentives facility
Product Development:
• snacks and soups, Sugar free variant.
THANK YOU