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TABLE OF CONTENTS 01 Channel 03 MSBF and 05 Strategy Green Norms Retail Outlet Execution 04 Cooler Strategy Planograms 02Segmentation for 2022
Ambient Checklist for Success 07 09Planogram RED Norms Activation look Channel 06 08of Success 10 Programs
RETAIL OUTLET SEGMENTATION
RETAIL OUTLET SEGMENTATION 70% CHANNEL Contribution To Outlet Count Contribution to revenue Bronze E&D 2 18% 12% E&D 1 Silver Convenience Platinum Open Aisle + Gold Grocery Iron Traditional Grocery 49% 25% 26% Volume Class
Traditional Grocery or Open Aisle Grocery or Convenience stores general stores, pan Kirana selling Packaged and Modern Format stores with plus stores E.g - Bus stand outlet, Un-packaged food and other items self service Tea/Coffee shop of household use E&D 1 or restaurants, fine dine E.G- E&D 2 or quick service, Bakery, Food restaurants with table service outlets E.G sweet shop
CHANNEL STRATEGY
WHERE TO PLAY CHANNEL CHANNEL Traditional Grocery/ Open Aisle grocery STRATEGY OCCASION CHANNEL Traditional Grocery/ Open Aisle grocery OCCASION HOW TO WIN LEISURE AT HOME MEALS AT HOME Drive availability in more no of Houses Build Association with Meals at Home 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 RGB @10, 250ml PET @ 20 PACK/PRICE RGB @10 and 750ml @ 40 250ml 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 Non E&D 1 5 SKUs/State Bonus SKUs Q2 Target 30% 5 Target SKUs Category + Channel Bon=us 2 •CSP 41% 41% 46% 28% 30% Total 7 SKUs •Juice •E&D 1 •Water •Non E&D 1 58% 36% Jan’22: 12.6% E&D 1 Bonus SKUs Q2 Target 30% •Above UF 5 SKUs contributing 50%+ across Segments •95% of SKUs common in Non E&D1 O/Ls •Added Strategic Priority 27% 44% 47% 28% 27% 60% 29%
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 E&D 1 1 •Single Serve : 6 Bonus 5* 1* 7 •Sharing : 4 1 1 2 •Multi Serve : 2 Focus on improving In Outlet Execution in Bonus 10% 10% 20% Platinum and Gold outlets (Weightage) Channel SPK SS SPK SH SPK MS Juice SS Juice SH Juice MS Water Total NON E&D 1 4 3 11 1 14 1 1 2 2 4 Bonus 1 1 5% 5% 20% Bonus 5% 5% (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% 10% Must Sell Total Billing (All Channels) Geo Code Compliance Calls 30% with HERO (CORE) SKUs 10% 20% UNFORGIVABLE SKUs* Premium MSBF (Premium Ols) 10% All Segments except Iron Focus Pack in Focus Channel MSBF P+G (Non Premium Ols) Premium MSBF (Premium Ols) Outlet Level Revenue Growth Focus Brand / Pack in Focus Channel Cooler Productivity 10% (Non Premium Ols) 10% 100 P+G Same Store Growth % of GRAND TOTAL Outlets Growing 10% 10% Cooler Productivity GRAND TOTAL 100 * 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 Shelf 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 1 = TO DRIVE 3 AMBIENT 3 IMPULSE SPACE 2 4 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 impulse for the •Grocery Rack •Bunting To drive impulse for portfolio by creating •Menu Board/Combo Board •Countertop immediate priorities secondary touch- •Tetra pack PVC Pouch etc.. •Aerial Hanger etc… in sync with the points apart from the current messaging primary location of (marketing campaign, category product launch, consumer promo etc.)
GROCERY (P&G) Permanent elements Rotational elements COOLER AMBIENT COUNTER ENTRANCE 1 DEALER BOARD 5 BANNER Msg : ENTRANCE Msg : Consumer Drinking shot Promo of lead CSP 6 POSTER 1 1 5 Msg : Product 6 Launch/Portfolio /Pack Price 2 TETRA POUCH 7 7 POSTER 2 9 Msg : Single 2 AMBIENT COUNTER Msg : Product serve Juice 8 3 Launch/Portfolio Tetra /Pack Price 3 GROCERY RACK 4 8 Countertop / AERIAL HANGER Msg : 1L @Home Msg : Product consumption Launch 4 COOLER STRIP 9 SHELF DISPLAY Msg : Msg: Product Portfolio price Launch, Consumer Promo
GROCERY (SILVER) Permanent elements Rotational elements COOLER AMBIENT COUNTER ENTRANCE 1 DEALER BOARD 1 ENTRANCE 5 BANNER Msg : Msg : Drinking Promo/Portfolio/ shot of lead Pack Price CSP 6 POSTER 1 2 TETRA POUCH 5 6 AMBIENT COUNTER 5 3 Msg : Msg : Single Product serve Juice Launch/Portfolio Tetra /Pack Price COUNTERTOP / 3 GROCERY RACK 2 4 7 AERIAL HANGER 8 Msg : 1L Msg : Product @Home 7 Launch consumption 8 SHELF DISPLAY 4 COOLER STRIP Msg: Msg : Product Portfolio Launch, price Consumer Promo
GROCERY (BRONZE) ENTRANCE Permanent elements 1 ENTRANCE Rotational elements 1 FLANGE 3 POSTER Msg : Msg : Drinking Promo/ shot Portfolio of /Pack lead Price CSP COUNTER 2 TETRA POUCH 2 AMBIENT 4 SHELF 3 DISPLAY Msg : Single 4 serve Juice Msg: Tetra Product Launch , Consumer Promo
OPEN AISLE GROCERY (P&G) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD 5 5 STANDEE/ BANNER Msg : Drinking shot of lead Msg : Consumer CSP Promo AMBIENT 2 GROCERY RACK 1 6 POSTER 1ENTRANCE Msg : 1L Msg : Product @Home Launch/Portfolio consumption /Pack Price 3 STACKING TRAY 6 7 7 POSTER 2 23 Msg : Product Launch/Portfolio /Pack Price Msg : 5 8 AMBIENT SHELF DISPLAY 1L @Home 4 8 WITH TALKER consumption Msg: Product COOLER 4 COOLER STRIP Launch, Consumer Promo Msg : Portfolio price
OPEN AISLE GROCERY (SILVER) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD DEALER BOARD 4 STANDEE/ BANNER Msg : ENTRANCE Drinking Msg: shot of Consumer lead CSP Promo AMBIENT 2 GROCERY RACK 1 6 5 POSTER 1 45 2 Msg : Msg : Product 1L @Home Launch/Portfolio consumption /Pack Price AMBIENT 6 POSTER 2 Msg : Product Launch/Portfolio /Pack Price 73 COOLER 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 : Drinking Msg : Consumer shot of lead Promo CSP 6 POSTER 1 1 Msg : Product 2 TETRA POUCH 5 8 Launch/Portfolio 2 9 /Pack Price Msg : 1L @Home AMBIENT COUNTER 7 POSTER 2 consumption Msg : Product 7 Launch/Portfolio /Pack Price 3 3TIER RACK 6 8 AERIAL HANGER Msg :OTG 5 4 Msg: Product Communication Launch 3 9 SHELF DISPLAY 4 COOLER STRIP Msg: Product Launch, Consumer Msg : Promo Portfolio price
CONV (SILVER) COOLER AMBIENT COUNTER ENTRANCE Permanent elements ENTRANCE Rotational elements 1 DEALER BOARD 5 BANNER Msg : Drinking shot of lead Msg: CSP Consumer Promo 1 6 POSTER 1 2 TETRA POUCH 5 7 COUNTER 86 Msg : Msg : Single 2 Product serve Juice Launch/Portfolio Tetra /Pack Price 3 3TIER RACK 4 7 POSTER 2 Msg : 3 AMBIENT Msg : OTG Product Communication Launch 4 COOLER STRIP 8 AERIAL HANGER Msg : Msg: Portfolio price Product 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 2 AMBIENT 4 SHELF 4 DISPLAY Msg : 3 Single serve Msg: Juice Product Tetra Launch , 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 5 Msg : Product Msg : Launch/Portfolio Coke with /Pack Price Meals 7 AERIAL HANGER/ 3 MENU BOARD COUNTERTOP 3 ON THE TABLE Msg : 2 6 Msg: Coke with 4 Product Meals 7 Launch 4 TABLE MAT/ 8 8 TENT CARD TENT CARD Msg: Msg : NPD Coke with announcement Meals
E&D 1 (SILVER) Permanent elements Rotational elements IN-STORE ENTRANCE 1 DEALER BOARD 1 ENTRANCE 5 POSTER 1 6 Msg : 3 ON THE TABLE IN-STORE Msg : Drinking Product ON THE TABLE shot of 25 Launch/Portfolio lead /Pack Price CSP 7 4 6 POSTER 2 2 COMBO BOARD 8 Msg : Msg : Product Coke with Launch/ Meals Portfolio /Pack Price 3 MENU BOARD COUNTERTOP / Msg : 7 AERIAL HANGER Coke with Meals Msg: Product 4 TABLE MAT/ Launch TENT CARD 8 TENT CARD Msg : Coke with Msg: Meals NPD announcement
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 : Consumer Promo Drinking shot of lead 6 POSTER 1 CSP Msg : Product Launch/Portfolio AMBIENT 2 COMBO BOARD 1 /Pack Price 5 Msg : 7 POSTER 2 Coke with Msg : Product Meals Launch/Portfolio /Pack Price 3 AMBIENT COUNTER 8 AERIAL HANGER 3 MENU BOARD 78 6 2 Msg: Product 9 4 Launch Msg : Coke with Meals 9 SHELF DISPLAY COOLER 4 COOLER STRIP Msg: Product Launch, Consumer Msg : Promo Portfolio price
E&D 2 (SILVER) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD ENTRANCE 5 BANNER IN-STORE Msg : 1 73 COUNTER Msg: Drinking shot 5 8 Consumer of Promo lead 62 CSP 4 6 POSTER 1 2 COMBO BOARD Msg : Product Msg : Launch/ Coke with Portfolio Meals /Pack Price 3 MENU BOARD 7 AERIAL HANGER/ COUNTERTOP Msg : Coke with Msg: Meals Product Launch COOLER 4 COOLER STRIP AMBIENT 8 SHELF DISPLAY Msg : Portfolio Msg: Product price Launch, Consumer 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
MARKET ADAPTATION OF INTEGRATED EXECUTION Example: Karnataka PRIORITIES FOR March 2022 Consumer New Product New Product Promotion Launch 1 Launch 2
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