Best Viewed in Landscape Mode Execution Guidelines Booklet Andhra Pradesh & Telangana
TABLE OF CONTENTS 01 Channel 03 MSBF and 05 Strategy Green Norms Retail Outlet 02 Execution 04 Cooler Segmentation Strategy Planograms for 2022
THE COMPANY Ambient 07 RED 09 Checklist Planogram Norms for Success 06 Activation look 08 Channel 10 of Success Programs
RETAIL OUTLET SEGMENTATION
RETAIL OUTLET SEGMENTATION 70% CHANNEL - Contribution To Outlet Count - Contribution to revenue Bronze E&D 2 18% E&D 1 12% Convenience Silver Open Aisle Platinum Grocery + Gold Traditional Iron Grocery 46% 23% 31% Volume Class
Traditional Grocery or Open Aisle Grocery or Convenience stores general Kiranas stores Modern Format stores stores, pan plus stores E.g - Bus with self service stand outlet, Tea/Coffee shop E&D 1 or restaurants, fine dine E.G- E&D 2 or quick service, Bakery, restaurants with table service Food outlets E.G sweet shop
CHANNEL STRATEGY
CHANNEL STRATEGY CHANNEL Traditional Aisle grocery CHANNEL Traditional Aisle grocery Grocery/ Open Grocery/ Open WHERE TO PLAY OCCASION OCCASION HOW TO WIN LEISURE AT HOME MEALS AT HOME Build Association with Meals at Home Drive availability in more no of Houses Increase HH Penetration through Increase HH Penetration through affordable FC pack affordable FC pack BRAND BRAND PACK/PRICE 1L PET@50 PORTFOLIO PACK/PRICE 1L PET@50 PORTFOLIO Multipacks of cans and SS PET
WHERE TO PLAY CHANNEL Convenience /E&D 2 CHANNEL E&D 2 / E&D 1 OCCASION OCCASION HOW TO WIN ON THE GO EATING AWAY FROM HOME Drive ON THE GO consumption frequency Build association with Meals away from home Drive recruitment and transactions Drive recruitment and transactions through IC pack through IC pack BRAND BRAND PACK/PRICE 250 ml PET @ 20 and PACK/PRICE RGB @10 and 750 ml @40 250 ml PET @ 20 Indicates lead brand for the channel
EXECUTION STRATEGY FOR 2022
EXECUTION STRATEGY FOR 2022 Unforgivable MSBF PICOS CDE Channel SKU availability Norms Activation Norms Programs 2.0 Platinum / Gold Silver / Bronze
INTRODUCTION TO UNFORGIVABLE SKUS Approach to identification of Unforgivable SKUs for the zone / unit Unforgivable SKUs FROM TO Occasion Tracking Individual UF SKU Bundle •Single Serve SKU Availability Availability •Sharing •Multi Serve Channel 5 SKUs/State Category Grocery and 5 Target SKUs Convenience outlets •E&D 1 •CSP •Non E&D 1 + •Juice 60% 68% 25% 28% 18% Bonus 2 •Water = Total 7 SKUs E&D outlets •Above UF 5 SKUs contributing 50%+ across Segments 45% 58% 43% 36% 30% •95% of SKUs common in Non E&D1 O/Ls •Added Strategic Priority
MSBF AND GREEN NORMS
MSBF Simplified MSBF Norms NORMS P+G Norms to be same across all combinations (State, Town Class, Channel) Current P+G MSBF Norms MSBF SKUs contribute to 80% of the Current P+G Norms vary across total volume of P+G Segments •STATE •TOWNCLASS Total Combinations of P+G MSBF Norms : 2 •CHANNEL •SEGMENT (Platinum, Gold) •E&D1 •Non E&D1 Total combinations of P+G MSBF Norms : 340 MSBF Scores will be calculated with Bonus along with % MSBF Outlet Compliance Different Minimum Billing Norms for Different Pack Occasion Channel SPK SS SPK SH SPK MS Juice SS Juice SH Juice MS Water Total •Single Serve : 6 E&D 1 1 7 •Sharing : 4 Bonus 5* 1* 2 •Multi Serve : 2 1 1 Focus on improving In Outlet Execution in Platinum and Gold outlets Bonus 10% 10% 20% (Weightage) Channel SPK SS SPK SH SPK MS Juice SS Juice SH Juice MS Water Total NON E&D 1 4 3 2 2 11 1 14 1 1 1 1 4 Bonus 5% 5% 5% 5% 20% Bonus (Weightage) *For E&D 1, Single Serve = Single Serve + Sharing Minimum Billing Norms for ALL SKUs : 0.5 Case
GREEN NORMS DRIVING RETURNS EFFECTIVENESS DISCIPLINE GREEN 2021 Parameters Total GREEN 2022 Parameters Total Strike Rate based on Orders Strike Rate with Orders Delivered 20 Delivered 10 Condition 50 Geo Code Compliance Calls 10 Must Sell Total Billing (All Channels) 30 with HERO (CORE) SKUs 10 UNFORGIVABLE SKUs* 20 All Segments except Iron Premium MSBF (Premium Ols) 10 MSBF P+G Focus Pack in Focus Channel (Non Premium Ols) Premium MSBF (Premium Ols) Outlet Level Revenue Growth Focus Brand / Pack in Focus Channel (Non Premium Ols) Cooler Productivity 10 P+G Same Store Growth % of 10 100 Outlets Growing GRAND TOTAL 10 Cooler Productivity 10 100 GRAND TOTAL * For Silver and Bronze, 50 weightage will be for UF SKUs
COOLER PLANOGRAM
COOLER PLANOGRAM – TRAD. GROCERY Priority SKU to be defined by execution manager e.g., NPD/Focus Pack 2 Shelves 3 Shelves Single Single Serve Serve 1 Shelf 1 Shelf Mobile Mobile PET PET 1 Shelf Fridge 1 Shelf PET Large 1 Shelf PET Large PET 30 Case Cooler 15 Case Cooler 12 Case Cooler
COOLER PLANOGRAM OPEN AISLE GROCERY Priority SKU to be defined by execution manager e.g., NPD/Focus Pack 2 Shelves Single Serve 1 Shelf Mobile PET 1 Shelf Fridge PET 1 Shelf Large PET 30 Case Cooler 15 Case Cooler 12 Case Cooler
COOLER PLANOGRAM – CONV + E&D 2 Priority SKU to be defined by execution manager e.g., NPD/Focus Pack 2 Shelves 3 Shelves Single Single Serve Serve 1 Shelf 1 Shelf Mobile Mobile PET PET 1 Shelf Fridge 1 Shelf PET Large 1 Shelf PET Large PET 30 Case Cooler 15 Case Cooler 12 Case Cooler
COOLER PLANOGRAM – E&D 1 Priority SKU to be defined by execution manager e.g., NPD/Focus Pack 3 Shelves Single Serve 2 Shelves Mobile PET 30 Case Cooler 15 Case Cooler 12 Case Cooler
AMBIENT PLANOGRAM
GUIDELINES FOR ACTIVATING OUTLET OWNED COOLER Block minimum 2 shelves closest Highest and above cooler door handle Impact created with Charge the 2 shelves with highest velocity KO products for the outlet 2 Shelves closest to Prioritize entry packs and Magic the door price points Rs. 10, Rs. 20 and Rs. 50 handle Ensure price communication on KO products
AMBIENT PLANOGRAM ‘Share of Visible inventory’ (SOVI) is our total share of warm facings + chilled facings in an outlet The guiding principle is SOVI > SOM ( SHARE OF MARKET) We use the following elements to maximize our Share of Visible Inventory
AMBIENT 3 - TIER RACK PLANOGRAM AMBIENT RACK FC Packs Place adjacent FC Packs Place at Store of SPK, to cooler to of SPK entrance JUICE, WATER create (preferably a continuous SPK - inside) with SPK - visual anchor Lead Cola SKU facing Lead Cola & & Lead flavor the shoppe Lead flavor Drive At Home consumption Packs - Drive 1L@50 Juice - with lead CSP 1L, 2.25L portfolio Maaza FC brand communication Water - Kinley 1L/2L
AMBIENT COUNTER SPACE PLANOGRAM SHELF DISPLAY Place in Middle shelf Place on the @ Eye level counter or aerial space above the Place adjacent to counter such that fast selling categories it is not easily (E.g Staples, Salty displaced Snacks, Biscuits, Chocolate, Milk, Eggs) Brand to be placed as per Minimum Brand to be placed Minimum Calendar initiative 8 bottle as per Calendar 6 pack - IC Packs of display initiative - SPET/OTG display SPK & Juice Packs of SPK, JUICE
ACTIVATION LOOK OF SUCCESS
SHOPPER PATH TO PURCHASE UNDERSTANDING There are 3 zones and 4 Key Hotspots in an outlet. Each serves a distinct purpose ZONES OBJECTIVE HOTSPOT TRANSITION = CAPTURE 1 ENTRANCE ATTENTION IMPULSE 2 COUNTER CONNECT 3 AMBIENT = TO DRIVE SPACE IMPULSE DEST = CONVERT 4 COOLER SHOPPER
APPROACH ACTIVATION FRAMEWORK 1 2 PERMANENT ROTATIONAL ELEMENTS ELEMENTS To be retained To be updated as throughout the per activation year window & in line with marketing To increase salience, •Dealer Sign Board •Poster calendar drive footfall and •Flange •Banner To drive impulse for impulse for the •Grocery Rack •Bunting immediate priorities portfolio by creating •Menu Board/Combo Board •Countertop in sync with the secondary touch- •Tetra pack PVC Pouch etc.. •Aerial Hanger etc… current messaging points apart from the (marketing cam- primary location of paign, product category launch, consumer promo etc.)
GROCERY (P&G) Rotational elements COOLER AMBIENT COUNTER ENTRANCE Permanent elements ENTRANCE 5 BANNER 1 DEALER BOARD Msg : Consumer Promo Msg : Drinking shot 6 POSTER 1 of lead CSP Msg : Product Launch/Portfolio /Pack Price 2 TETRA POUCH 1 AMBIENT COUNTER 7 POSTER 2 5 Msg : Single Msg : Product serve Juice Launch/Portfolio Tetra /Pack Price 3 GROCERY RACK 62 7 8 COUNTERTOP / 8 9 AERIAL HANGER Msg : 1L @Home 3 4 Msg : Product consumption Launch 4 COOLER STRIP 9 SHELF DISPLAY Msg : Msg: Product Portfolio price Launch, Consumer Promo
GROCERY (SILVER) Permanent elements Rotational elements 1 DEALER BOARD 5 BANNER Msg : Msg : Drinking Promo/Portfolio/ shot of lead Pack Price CSP COOLER AMBIENT COUNTER ENTRANCE1 AMBIENT COUNTER ENTRANCE 6 POSTER 2 TETRA POUCH Msg : Product Msg : Single Launch/Portfolio serve Juice /Pack Price Tetra 5 7 COUNTERTOP / AERIAL HANGER 2 6 3 GROCERY RACK 8 3 Msg : Product Launch Msg : 1L 7 @Home 4 8 SHELF DISPLAY consumption Msg: 4 COOLER STRIP Product Launch, Msg : Consumer Portfolio Promo price
GROCERY (BRONZE) ENTRANCE Permanent elements ENTRANCE Rotational elements 1 FLANGE 3 POSTER Msg : Msg : Drinking Promo/ shot Portfolio of /Pack lead Price CSP 1 COUNTER 3 AMBIENT 2 TETRA POUCH 4 SHELF DISPLAY Msg : 24 Single Msg: Product serve Launch , Consumer Juice Promo Tetra
OPEN AISLE GROCERY (P&G) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD 5 STANDEE/ BANNER Msg : Drinking shot of lead Msg : Consumer CSP Promo AMBIENT 2 GROCERY RACK ENTRANCE 6 POSTER 1 Msg : 1L Msg : Product @Home Launch/Portfolio consumption /Pack Price 1 3 STACKING TRAY 6 7 7 POSTER 2 23 Msg : Msg : Product 1L @Home Launch/Portfolio consumption /Pack Price 5 8 AMBIENT 8 SHELF DISPLAY 4 WITH TALKER COOLER 4 COOLER STRIP Msg: Product Launch, Consumer Msg : Promo Portfolio price
OPEN AISLE GROCERY (SILVER) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD 4 STANDEE/ BANNER Msg : Drinking ENTRANCE Msg: shot of Consumer lead CSP Promo AMBIENT 2 GROCERY RACK 1 5 POSTER 1 4 Msg : Msg : Product 1L @Home Launch/Portfolio consumption /Pack Price 5 6 6 POSTER 2 2 Msg : Product Launch/Portfolio /Pack Price COOLER 73 AMBIENT 7 SHELF DISPLAY WITH TALKER 3 COOLER STRIP Msg: Msg : Product Launch , Portfolio Consumer price Promo
CONV (P&G) Permanent elements Rotational elements COOLER AMBIENT COUNTER ENTRANCE 1 DEALER BOARD ENTRANCE 5 BANNER Msg : Msg : Consumer Drinking Promo shot of lead CSP 6 POSTER 1 1 Msg : Product Launch/Portfolio 2 TETRA POUCH 5 2 8 AMBIENT COUNTER /Pack Price Msg : Single 6 serve Juice 7 7 POSTER 2 Tetra 4 Msg : Product 3 3TIER RACK Launch/Portfolio Msg :OTG 9 /Pack Price Communication 3 8 AERIAL HANGER 4 COOLER STRIP Msg : Msg : Product Portfolio price Launch 9 SHELF DISPLAY Msg: Product Launch, Consumer Promo
CONV (SILVER) COOLER AMBIENT COUNTER ENTRANCE Permanent elements COUNTER ENTRANCE Rotational elements 1 DEALER BOARD 5 BANNER Msg : Drinking Msg: shot of lead Consumer CSP Promo 1 6 POSTER 1 2 TETRA POUCH 5 72 Msg : Product Msg : Single 2 6 Launch/Portfolio serve Juice 8 /Pack Price Tetra 7 AERIAL HANGER 3 3TIER RACK 4 Msg : Msg : 3 AMBIENT Product OTG Launch Communication 8 SHELF DISPLAY 4 COOLER STRIP Msg: Msg : Product Portfolio price Launch, Consumer Promo
ENTRANCE Permanent elements CONV (BRONZE) ENTRANCE Rotational elements 1 FLANGE 1 3 POSTER Msg : Msg : Drinking Promo/ shot Portfolio/ of Pack lead Price CSP COUNTER 2 TETRA POUCH 23 AMBIENT 4 SHELF 4 DISPLAY Msg : Single Msg: serve Product Juice Launch , Tetra Consumer Promo
E&D 1 (P&G) ENTRANCE Permanent elements Rotational elements 1 DEALER BOARD ON THE TABLE IN-STORE ENTRANCE 5 POSTER 1 Msg : Msg : Product Drinking Launch/Portfolio shot of /Pack Price lead CSP 6 POSTER 2 IN-STORE 2 COMBO BOARD 1 Msg : Product Msg : Launch/Portfolio Coke with /Pack Price Meals 3 MENU BOARD 7 AERIAL HANGER/ COUNTERTOP Msg : 3 Coke with 5 2 6 Msg: Meals 4 Product ON THE TABLE 7 Launch 4 TABLE MAT/ 8 8 TENT CARD TENT CARD Msg: Msg : NPD Coke with announcement Meals
E&D 1 (SILVER) Rotational elements IN-STORE ENTRANCE 1 DEALER BOARD 1 ENTRANCE 5 POSTER 1 Msg : Msg : Drinking Product shot of Launch/Portfolio lead /Pack Price CSP 6 POSTER 2 2 COMBO BOARD 3 ON THE TABLE IN-STORE Msg : Product Msg : 25 Launch/ Coke with Portfolio Meals 7 /Pack Price 4 3 MENU BOARD 6 COUNTERTOP / 8 AERIAL HANGER Msg : 7 Coke with ON THE TABLE Meals Msg: Product Launch 4 TABLE MAT/ 8 TENT CARD TENT CARD Msg: Msg : NPD Coke with announcement Meals
E&D 1 (BRONZE) ENTRANCE Permanent elements 1 FLANGE Msg : Drinking shot of lead CSP 1 IN-STORE 2 COMBO BOARD 23 ENTRANCE Msg Coke with Meals Rotational elements 3 POSTER Msg : Promo/ Portfolio /Pack Price
E&D 2 (P&G) ENTRANCE Permanent elements ENTRANCE Rotational elements 1 DEALER BOARD 5 BANNER Msg : Msg: Drinking shot Consumer Promo of lead CSP 6 POSTER 1 AMBIENT 2 COMBO BOARD 1 AMBIENT COUNTER Msg : Product Msg : 5 Launch/Portfolio Coke with /Pack Price Meals 3 6 2 78 4 7 POSTER 2 3 MENU BOARD Msg : Coke with Msg : Product Meals Launch/Portfolio /Pack Price 9 8 AERIAL HANGER COOLER 4 COOLER STRIP Msg : Product Msg : Launch Portfolio price 9 SHELF DISPLAY Msg: Product Launch, Consumer Promo
E&D 2 (SILVER) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD ENTRANCE 5 BANNER Msg : Msg: Drinking Consumer shot of Promo lead CSP 6 POSTER 1 1 Msg : Product IN-STORE 2 COMBO BOARD Launch/ Portfolio Msg : AMBIENT COUNTER /Pack Price Coke with Meals 5 73 2 7 AERIAL HANGER/ COUNTERTOP 3 MENU BOARD 6 Msg : 8 Msg: Coke with 4 Product Meals Launch COOLER 4 COOLER STRIP 8 SHELF DISPLAY Msg : Msg: Product Portfolio Launch, Consumer price Promo
E&D 2 (BRONZE) ENTRANCE Permanent elements ENTRANCE Rotational elements 1 FLANGE 3 POSTER Msg : Msg : Drinking Promo/ shot Portfolio/ of Pack lead Price CSP 1 AMBIENT COUNTER 2 4 SHELF 4 DISPLAY 2 TETRA POUCH 5 3 Msg: Product Msg : Launch , Single Consumer serve Promo Juice Tetra COUNTER 5 AERIAL HANGER Msg: Product Launch/ Pack Price
RED NORMS
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