STAMP 2018 – Final Review PPT

R.M.Sahdahshivapurhipurun Guide: Rashi Saraswat

About Me

Where am I from? Where have I worked?

What am I doing? What are my passions?

Table of Contents

• Project Brief and methodology

• Project observations

• Key Takeouts

• Actionables

• Project Learnings
 Project Brief
To develop a Go To Market Strategy for Saffola Aura in the General Trade Channel

Problems Identified Solutions Recommended

In Store Visibility PoS Elements

DSR Product
Knowledge DSR Training &
Education
Retailer Product
Knowledge
Product detailer
Cannibalization of
sales
Lack of product Promoter spiel
Awareness

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Project deliverables

Channel Sell out Sell in to Category

Selection mechanisms retailer Benchmarking

Why a GTM for GT?

• A large mismatch in the sales revenue obtained from Modern trade and General
trade
• 90% of Saffola Aura sales is through the MT channel
• The presence of category competitions in upscale General trade stores and their
performance.

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Methodology

Secondary Research Primary Research

Research Distributor
Food Blogs Market Visits
Papers Visits

Gourmet Newspaper Category Consumer

Websites Articles Benchmarking Interviews

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Methodology – Primary Research

The Number of stores visited is as follows

Type of store Mumbai Delhi Bangalore Grand Total

Self service Store 32 28 13 73
Key outlet 14 11 6 31
Wholesale 1 1 0 2
Others 1 1 4 6

Total 48 41 23 112

Visited 17 modern trade stores to understand the difference in category play across channels

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Presence of competition

Content Number of shops Percentage*

Presence of Aura 89 79%
Presence of Borges 95 85%
Presence of Leonardo 92 82%
Presence of Del Monte 92 82%

*At least One

Total Number of shops 112 bottle

Lower Lack of
Poor Shelf number of
SKUs/variant
visibility in
selection
s store

Brief and
Observations Key Takeouts Actionables Learnings
Objective
Pictures

Saffola Aura
Top shelf
Saffola Aura

Top shelf
Saffola Aura
 Pricing
Price
Extra Virgin operating price comparison
8% 15% 38% 39%
2500 2020
2000
1500 1056
1000 840 825
630 630 430
500 310 330 325 250
0
250ml 500ml 1L 2L SKU
Borges Del Monte Leonardo Aura

Price
MOP is one of the lowest Larger
SKU
1+1 offers on stock older than 6 months
SKU Sales
Competitions plays with larger SKU
Low
Better visibility due to number of SKUs MOP

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Pricing
Price
Light/Refined operating price comparison
Borges Del Monte Leonardo Aura
3800
3% 5% 18% 34% 3250 40%

1729
1360
1025 1100
590 770 685 750
290 390
0
2 5 1L 2L 5L

SKU

LOW
Price SKU Discounts
MOP
MRP is very Major 1+1 offers Larger
high SKU:1L & on older
SKU Offers
MOP is one 2L stock (MFD
of the date
greater
lowest
than 6 Sales
months

Brief and
Observations Key Takeouts Actionables Learnings
Objective
Pricing

Pomace operating prices comparison

3% 8% 22% 68%

2150
2000

780
450 470
250
500ml 1L 2L 5L

Del Monte Leonardo

Pomace has the lowest MOPs in the market

Pomace contributes 31% of overall sales, a play in the larger SKUs is recommended
Retailer Margins

S.No Brand Name Retailer Margins

1 Borges 26% - 35%

2 Del Monte 15% - 35%

3 Leonardo 15% - 20%

4 Saffola Aura 10% - 16%

Distributor Margins

S.No Brand Name Distributor Margins

1 Borges 6%

2 Del Monte 10%

3 Leonardo 10%

4 Saffola Aura 5%
 Consumer Insights

Q. How do you know about the brand?

Brand Awareness
a. Digital Media
b. Word of Mouth
c. Banners 7%
11%
d. Print Ads 36%
e. Newspaper Ads
f. TV Ads
45%
g. Others ( please specify )
N= 32 Customers

Digital Media Word of Mouth Print Ads Banners Newspaper Ads

WOM
Digital

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Consumer Insights
N = 32 customers
Consumers on olive oil benefits Consumers on flaxseed oil benefits

5% 5%
7% 15%
13%
51% 53%
28%
24%

Heart Benefits Antioxidants Weight loss Did not know Heart Benefits
Anti bacterial Did not know Presence of OMEGA-3 Reduces Cancer

North
Highlight India South India
re PoD Fu Highlight
a
w ed n re brand Em
a co ctio a
ess ax se ts nn n aw ed Co otio
L fl efi ec al ery ax se ts nn na
of ben t V fl efi ec l
of ben t

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Distributor
Visited 16 distributors, the consolidated data on their variant sales is as follows
Variant/SKU Virgin (13%) Classic (10%) Light (46%) Pomace (31%)

250ml 8% 9% 3% -
500ml 15% 18% 5% 3%
1000ml 38% 31% 18% 8%
2000ml 39% 42% 34% 22%
5000ml - - 40% 68%

Borges Leonardo Del Monte

• Variant: Light
• SKU: 1L & 2L
• Calculated Revenue: Rs.5
lakh/month
• Variant:Light & Pomace • Variant: Light
• SKU: 2L & 5L • SKU: 2L
• Calculated Revenue: Rs.3
• Calculated Revenue: Rs.3
lakh/month
lakh/month

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Regression Analysis
• Presence of Point of sale communication.
• City.
• Footfall/day. N = 46 stores
The independent • Presence of MT stores in a 5km radius.
variables taken are • Channel – Self service, Key outlet.
as follows • Presence of outdoor sell out mechanisms (only
in Borges).

SSS>>>
PoS Greater Very high
Key message Footfall offtake
Outlet

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Key Takeouts
Point of sale elements tend
Retailer influence leads to to affect sales in a highly
Saffola Aura MOP consumer loss. Higher positive manner as shown
comparable to competition margins of competition the in the regression analysis.
problem

Operating SKU Market Sell out

Offtake
Price Strategy Knowledge mechanisms

Larger SKUs contribute to DSR and Retailer

greater sales, hence knowledge on the product
concentration must be on the is very low. Steps need to
1 litre and 2 litre SKUs. be taken to improve this.

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Actionables

Point of Sale element design

(Bay separator & Neck Tag)

Product Detailer card

Promoter spiel design

DSR Training & Education

Brief and
Observations Key Takeouts Actionables Learnings
Objective
Point of Sales Communication
Consumers were asked to rate five messages based on their communication

Choose Saffola Aura olive oil + flax seed oil to meet your daily need of
omega - 3

Choose Saffola Aura with 5x more Omega 3 than olive oil. The olive oil with the
power of flaxseed oil

More than just Olive oil. Saffola Aura with Antioxidants & 5x more Omega 3
than other olive oil

Try Aura olive + flax seed oil to aid in weight loss with the help of anti-oxidants
and Omega -3

Saffola Aura reduces the risk of heart disease and diabetes. It is more than just olive
oil

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Point of Sales elements

Identification of Market dipstick Shortlisted one

Communication to shortlist from message based
Message 5 messages on responses

The message shortlisted by 38 customers and 112 online consumers

“More than just Olive oil. Try Saffola Aura with Antioxidants & 5x more Omega 3
than other olive oils”

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Point of Sales elements
Neck tag
High In
store
visibility

Low Why Effective

competitor
PoS
Neck PoD
presence tag? messaging

Eyeball on
shelf &
Bottle

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Point of Sales elements
Bay Separator
High In
store
visibility

No Separates
competitor Why Bay competitors
PoS separator? from
presence product

Eye ball on
Rack

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Product Detailer card

5X more
OMEGA
not
Link to
present detailer

Absence
of SKU
Chaotic
details &
feel
Price
Why new details
product
detailer?

All
Category
benefits
code not
not on
followed
detailer

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Promoter Spiel Design

Competition Aura spiel Change of Segmented Three spiels Different

spiel very spiel customers to prepared, spiel
revolved complex extremely three kinds one for each approaches
around hard to critical to of oil users type. based on
company understand increase off current oil
and for take Olive oil user brand
emotional customers. It Saffola oil
benefits had many User
branches Other oil
User

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 DSR Training & Education
• Saffola Aura knowledge was very poor in the market.
• DSRs thought the retailer margin was 5% when it was >20%.

Lack of knowledge about Ineffective communication

product by DSR to retailers

No change even after Solution:

repeated knowledge To provide a video
session explanation on Saffola Aura

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Personal Learnings

Life in a Talking to
Working with Delegation of
corporate external
teams work to others
environment stakeholders.

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Professional Learnings

Impact of relationships Retailer influence on

Analysis of big data
on product sales consumer purchase

Brief and
Observations Key Takeouts Actionables Learnings
Objective
 Category Learnings

Channel selection Importance of Interpretation of Talking to

for premium Point of sale consumer external
FMCG products elements insights stakeholders

Brief and
Observations Key Takeouts Actionables Learnings
Objective
THANK YOU
 Appendix

Presence distributor list of distributor brand distributor Questions to Pricing MoP MRP Pricing Retailer Margins MoP
sales wise sales margins distributor

Questions To communication Olive oil user spiel Saffola oil user Other oil user
Consumer Regression Regression with Product detailer
consumers consolidated spiel spiel
Insights Analysis data

consolidated Competition
competitors spiel Competitors spiel Product Brief Saffola Aura FAQs Neck tag Bay seperator
spiels green zones

Saffola Aura DSR Training Video.mp4