Best Viewed in Landscape Mode Execution Guidelines Booklet Andhra Pradesh & Telangana Classified - Confidential
TABLE OF CONTENTS 01 Channel 03 MSBF and 05 Strategy Green Norms Retail Outlet 02 04Execution Cooler Segmentation Planograms Strategy for 2022 Classified - Confidential
Ambient 07 RED 09 Checklist Planogram Norms for Success Channel Programs Activation look 06 08 10of Success Classified - Confidential
RETAIL OUTLET SEGMENTATION Classified - Confidential
Classified - Confidential
RETAIL OUTLET 70% Contribution To Outlet Count Contribution to Revenue SEGMENTATION Bronze CHANNEL E&D 2 12% 18% E&D 1 Platinum Silver + Gold Convenience Iron Volume Open Aisle Class Grocery 46% 23% 31% Traditional Grocery Classified - Confidential
Traditional Grocery or Open Aisle Grocery or Modern Convenience stores general stores, pan plus stores E.g - Kirana selling Packaged and Format stores with self service Bus stand outlet, Tea/Coffee shop Un-packaged food and other items of household use E&D 1 or restaurants, fine dine E.G- E&D 2 or quick service, Bakery, Food outlets E.G sweet restaurants with table service shop Classified - Confidential
CHANNEL STRATEGY Classified - Confidential
Classified - Confidential
CHANNEL CHANNEL Traditional Grocery/ Open Aisle grocery STRATEGY OCCASION CHANNEL Traditional Grocery/ Open Aisle grocery OCCASION WHERE TO PLAY LEISURE AT HOME MEALS AT HOME HOW TO WIN 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 Classified - Confidential
CHANNEL Convenience /E&D 2 CHANNEL E&D 2 / E&D 1 OCCASION OCCASION WHERE TO PLAY ON THE GO EATING AWAY FROM HOME HOW TO WIN 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 Classified - Confidential Indicates lead brand for the channel
EXECUTION STRATEGY FOR 2022 Classified - Confidential
Classified - Confidential
EXECUTION STRATEGY FOR 2022 Unforgivable MSBF PICOS CDE Channel SKU availability Norms Activation Norms Programs 2.0 Platinum / Gold Silver / Bronze Classified - Confidential
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 Target 30% 5 Target SKUs Bonus SKUs + Channel Bon=us 2 Category + Total 7 SKUs •E&D 1 •CSP 40% 53% 32% 33% 32% 9% 27% •Non E&D 1 •Juice •Water E&D 1 Bonus SKUs Target 30% •Above UF 5 SKUs contributing 50%+ across Segments + •95% of SKUs common in Non E&D1 O/Ls •Added Strategic Priority 42% 52% 33% 28% 28% 13% 51% Classified - Confidential
MSBF AND GREEN NORMS Classified - Confidential
Classified - Confidential
MSBF NORMS Current P+G MSBF Norms Simplified MSBF Norms Current P+G Norms vary across P+G Norms to be same across all combinations •STATE (State, Town Class, Channel) •TOWNCLASS •CHANNEL MSBF SKUs contribute to 80% of the •SEGMENT (Platinum, Gold) total volume of P+G Segments Total combinations of P+G MSBF Norms : 340 Total Combinations of P+G MSBF Norms : 2 Different Minimum Billing Norms for Different •E&D1 Pack Occasion •Non E&D1 •Single Serve : 6 MSBF Scores will be calculated with Bonus along with % MSBF Outlet Compliance •Sharing : 4 •Multi Serve : 2 Channel SPK SS SPK SH SPK MS Juice SS Juice SH Juice MS Water Total Focus on improving In Outlet Execution in E&D 1 5* 1* 1 7 Platinum and Gold outlets Bonus 1 1 2 Water Bonus 10% 10% 1 20% (Weightage) Total Channel SPK SS SPK SH SPK MS Juice SS Juice SH Juice MS 14 NON E&D 1 4 3 2 2 1 1 4 1 1 1 1 Bonus 20% 5% 5% 5% 5% Bonus (Weightage) *For E&D 1, Single Serve = Single Serve + Sharing Minimum Billing Norms for ALL SKUs : 0.5 Case Classified - Confidential
DISCIPLINE GREEN Total GREEN 2022 Parameters Total Strike Rate based on Orders EFFECTIVENESS NORMS 20% Delivered 10% 50% 10% GREEN 2021 Parameters Geo Code Compliance Calls 30% Strike Rate with Orders Delivered 10% 20% Condition UNFORGIVABLE SKUs* Must Sell Total Billing (All Channels) All Segments except Iron 10% with HERO (CORE) SKUs Premium MSBF (Premium Ols) MSBF P+G 10% 10% DRIVING RETURNS Focus Pack in Focus Channel 10% Premium MSBF (Premium Ols) 100 TOTAL (Non Premium Ols) 10% Outlet Level Revenue Growth 100 TOTAL Focus Brand / Pack in Focus Channel (Non Premium Ols) Cooler Productivity P+G Same Store Growth % of Outlets Growing GRAND TOTAL Cooler Productivity GRAND TOTAL * For Silver and Bronze, 50 weightage will be for UF SKUs Classified - Confidential
COOLER PLANOGRAM Classified - Confidential
Classified - Confidential
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 PET 1 Shelf Large PET 30 Case Cooler 15 Case Cooler 12 Case Cooler Classified - Confidential
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 Classified - Confidential
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 PET 1 Shelf Large PET 30 Case Cooler 15 Case Cooler 12 Case Cooler Classified - Confidential
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 Classified - Confidential
AMBIENT PLANOGRAM Classified - Confidential
Classified - Confidential
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 Classified - Confidential
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 Classified - Confidential
AMBIENT 3 - TIER RACK PLANOGRAM AMBIENT RACK FC Packs Place adjacent FC Packs Place at Store ofSPK, 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 Classified - Confidential
AMBIENT COUNTER SPACE PLANOGRAM SHELF DISPLAY Minimum Place in Middle shelf Minimum Place on the 8 bottle @ Eye level 6 pack counter or aerial display display 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 Brand to be placed Calendar initiative as per Calendar - IC Packs of initiative - SPET/OTG SPK & Juice Packs of SPK, JUICE Classified - Confidential
ACTIVATION LOOK OF SUCCESS Classified - Confidential
Classified - Confidential
SHOPPER PATH TO PURCHASE UNDERSTANDING There are 3 zones and 4 Key Hotspots in an outlet. Each serves a distinct purpose ZONES OBJECTIVE HOTSPOT = CAPTURE TRANSITION 1 ENTRANCE ATTENTION IMPULSE 2 COUNTER CONNECT 3 AMBIENT = TO DRIVE SPACE IMPULSE DEST = CONVERT 4 COOLER SHOPPER Classified - Confidential
APPROACH ACTIVATION FRAMEWORK 1 2 PERMANENT ROTATIONAL ELEMENTS ELEMENTS To be retained To be updated as per throughout the year activation window & in line with marketing To increase salience, drive •Poster calendar footfall and impulse for the •Banner •Bunting To drive impulse for •Dealer Sign Board •Countertop immediate priorities in sync •Aerial Hanger etc… with the current messaging portfolioby creatingsecondary (marketing campaign, touch-pointsapart fromthe •Flange product launch, consumer primary locationofcategory •Grocery Rack promo etc.) •Menu Board/Combo Board •Tetra pack PVC Pouch etc.. Classified - Confidential
GROCERY (P&G) Permanent elements Rotational elements 1 DEALER BOARD 5 BANNER ENTRANCE Msg : Msg : Consumer Drinking shot of lead Promo CSP ENTRANCE 6 POSTER 1 Msg : Product Launch/Portfolio /Pack Price COUNTER 2 TETRA POUCH 7 POSTER 2 Msg : Single serve Juice 1 Msg : Product Tetra 5 Launch/Portfolio /Pack Price 3 GROCERY RACK 6 AMBIENT Msg : 1L 2 7 COUNTER 8 Countertop / @Home 8 9 AERIAL HANGER consumption 3 4 Msg : Product 4 COOLER STRIP Launch Msg : COOLER Portfolio price AMBIENT 9 SHELF DISPLAY Msg: Product Launch, Consumer Promo Classified - Confidential
GROCERY (SILVER) ENTRANCE Permanent elements 1 Rotational elementsENTRANCE 1 DEALER BOARD 5 BANNER Msg : Msg : Drinking Promo/Portfolio/ shot of lead Pack Price CSP 6 POSTER 1 COUNTER 2 TETRA POUCH 5 6 COUNTER Msg : Single serve 5 3 Msg : Juice Tetra 2 Product AMBIENT 8 AMBIENT Launch/Portfolio 3 GROCERY RACK /Pack Price Msg : 1L 7 @Home COUNTERTOP / COOLER consumption 7 AERIAL HANGER 4 COOLER STRIP Msg : Product Msg : Launch Portfolio 4 price 8 SHELF DISPLAY Msg: Product Launch, Consumer Promo Classified - Confidential
ENTRANCE Permanent elements GROCERY (BRONZE) ENTRANCE Rotational elements 1 FLANGE 1 3 POSTER 3 Msg : Msg : Drinking 24 Promo/ shot Portfolio of /Pack lead Price CSP COUNTER AMBIENT 4 SHELF 2 TETRA POUCH DISPLAY Msg : Single Msg: serve Product Juice Launch , Tetra Consumer Promo Classified - Confidential
OPEN AISLE GROCERY (P&G) Rotational elements Permanent elements 5 STANDEE/ BANNER 1 DEALER BOARD ENTRANCE Msg : Drinking shot Msg : Consumer of lead Promo CSP ENTRANCE 6 POSTER 1 2 GROCERY RACK 1 Msg : Product Msg : 1L Launch/Portfolio @Home 6 /Pack Price consumption 5 AMBIENT 7 POSTER 2 3 STACKING TRAY Msg : 7 Msg : Product 1L @Home 23 Launch/Portfolio consumption /Pack Price 4 COOLER STRIP 8 AMBIENT SHELF DISPLAY Msg : 4 8 WITH TALKER Portfolio price Msg: Product Launch, Consumer Promo COOLER Classified - Confidential
OPEN AISLE GROCERY (SILVER) Rotational elements Permanent elements 4 STANDEE/ BANNER 1 DEALER BOARD ENTRANCE Msg : ENTRANCE Msg: Drinking Consumer shot of Promo lead CSP 5 POSTER 1 2 GROCERY RACK 1 Msg : Product Msg : 45 Launch/Portfolio 1L @Home /Pack Price consumption AMBIENT 6 POSTER 2 3 COOLER STRIP Msg : 6 Msg : Product Portfolio 2 Launch/Portfolio price /Pack Price 73 AMBIENT COOLER 7 SHELF DISPLAY WITH TALKER Msg: Product Launch , Consumer Promo Classified - Confidential
CONV (P&G) ENTRANCE Permanent elements Rotational elements 1 DEALER BOARD 5 BANNER Msg : Consumer Msg : Drinking shot Promo of lead CSP 6 POSTER 1 Msg : Product 1 ENTRANCE Launch/Portfolio /Pack Price COUNTER 2 TETRA POUCH 5 Msg : 1L 28 7 POSTER 2 COOLER AMBIENT @Home 4 COUNTER Msg : Product consumption 67 Launch/Portfolio /Pack Price 3 3TIER RACK 5 Msg :OTG 9 8 AERIAL HANGER Communication Msg: Product Launch 3 4 COOLER STRIP 9 SHELF DISPLAY Msg : AMBIENT Msg: Product Launch, Portfolio price Consumer Promo Classified - Confidential
ENTRANCE Permanent elements CONV (SILVER) ENTRANCE Rotational elements COUNTER 1 DEALER BOARD 1 COUNTER 5 BANNER Msg : Drinking shot 7 of lead 4 Msg: CSP 5 Consumer AMBIENT 2 AMBIENT Promo 2 TETRA POUCH 6 COOLER Msg : Single serve 8 6 POSTER 1 Juice Tetra 3 Msg : 3 3TIER RACK Product Msg : Classified - Confidential Launch/Portfolio OTG /Pack Price Communication 7 POSTER 2 4 COOLER STRIP Msg : Msg : Portfolio price Product Launch 8 AERIAL HANGER Msg: Product Launch, Consumer Promo
CONV (BRONZE) ENTRANCE Permanent elements ENTRANCE Rotational elements 1 FLANGE 3 POSTER Msg : Drinking Msg : shot Promo/ of Portfolio/ lead Pack CSP Price 2 TETRA POUCH 1 Msg : COUNTER Single 2 3 AMBIENT 4 SHELF serve 4 DISPLAY Juice Tetra Msg: Product Launch , Consumer Promo Classified - Confidential
E&D 1 (P&G) Permanent elements Rotational elements ENTRANCE 1 DEALER BOARD ENTRANCE 5 POSTER 1 Msg : 1 Msg : Product Drinking 1 Launch/Portfolio shot of /Pack Price lead CSP 5 6 POSTER 2 IN-STORE 2 COMBO BOARD 4 IN-STORE Msg : Product Msg : 2 Launch/Portfolio Coke with 4 /Pack Price Meals 7 AERIAL HANGER/ 3 MENU BOARD COUNTERTOP 3 Msg : 6 Msg: Coke with Product Meals 7 Launch ON THE TABLE 4 TABLE MAT/ 8 ON THE TABLE 8 TENT CARD TENT CARD Msg: Msg : NPD Coke with announcement Meals Classified - Confidential
E&D 1 (SILVER) Permanent elements Rotational elements 1 DEALER BOARD 5 POSTER 1 ENTRANCE Msg : 1 ENTRANCE Msg : Drinking 6 Product shot of Launch/Portfolio lead /Pack Price CSP 6 POSTER 2 2 COMBO BOARD IN-STORE 3 Msg : Msg : Product Coke with 25 IN-STORE Launch/ Meals Portfolio 7 /Pack Price 3 MENU BOARD 4 7 COUNTERTOP / Msg : 8 AERIAL HANGER Coke with Meals Msg: Product ON THE TABLE TABLE MAT/ Launch TENT CARD 4 ON THE TABLE 8 TENT CARD Msg : Msg: Coke with NPD Meals announcement Classified - Confidential
ENTRANCE Permanent elements E&D 1 (BRONZE) IN-STORE 1 FLANGE 2 1 Classified - Confidential 3 Msg : ENTRANCE Drinking shot of lead CSP 2 COMBO BOARD 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 Msg : 5 Coke with 7 POSTER 2 Meals 3 6 2 COUNTER Msg : Product 78 4 Launch/Portfolio 3 MENU BOARD /Pack Price Msg : Coke with Meals 8 AERIAL HANGER 9 Msg: Product Launch COOLER 4 COOLER STRIP AMBIENT 9 SHELF DISPLAY Msg: Product Launch, Msg : Consumer Promo Portfolio price Classified - Confidential
E&D 2 (SILVER) Permanent elements Rotational elements 1 DEALER BOARD 5 BANNER Msg : ENTRANCE Drinking shot of ENTRANCE Msg: lead Consumer IN-STORE CSP 1 Promo 2 COMBO BOARD 5 73 6 POSTER 1 Msg : 8 Coke with Msg : Meals Product Launch/ 3 MENU BOARD Portfolio Msg : /Pack Price Coke with Meals 6 2 COUNTER 7 AERIAL HANGER/ 4 COOLER STRIP 4 COUNTERTOP Msg : Portfolio Msg: price Product Launch COOLER AMBIENT 8 SHELF DISPLAY Msg: Product Launch, Consumer Promo Classified - Confidential
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 2 1 AMBIENT 4 SHELF 4 3 DISPLAY COUNTER 2 TETRA POUCH 5 Msg: Product Msg : Launch , Single Consumer serve Promo Juice Tetra COUNTER 5 AERIAL HANGER Msg: Product Launch/ Pack Price Classified - Confidential
MARKET ADAPTATION OF INTEGRATED EXECUTION Example : Andhra Pradesh and Telangana PRIORITIES FOR FEB 2022 Consumer New Product New Product Promotion Launch 1 Launch 2 Classified - Confidential
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