FOR BRAND X OF EDIBLE OIL

CONSUMER TRACK
Year Awareness Awareness Unaided Aided Awareness
2016 (TOM) (Spont) Awareness Awareness (Total)
% % %

Jan 7.4% 70% 63% 25% 95%

Feb 7.5% 71% 64% 25% 96%
Mar 7.3% 70% 63% 27% 97%
Apr 7.5% 68% 61% 29% 97%
May 7.6% 69% 61% 28% 97%
Jun 7.7% 75% 67% 21% 96%
Jul 7.2% 75% 68% 20% 95%
Aug 7.7% 75% 67% 20% 95%
Sep 7.0% 76% 69% 20% 96%
Oct 7.8% 74% 66% 22% 96%
Nov 7.7% 76% 68% 20% 96%
Dec 7.9% 71% 63% 26% 97%

Awareness -
Spont - TOM = Spont Aided
Spont inclues TOM Unaided Awareness
 TOM matters for a market leader, Spont awareness matters for a follower
Decisions:
Long Term 1. Shift to other kind of edible oil
Short Term 2. Stop Spending in TV adverstisment, and start BTL
Short Term 3. Offer some discounts/promotions to customers as stock in the pipline at retailer is high
Short Term 4. Pople are migrating to 500 ml from 1 liter which may be because per capital mustard oil cons
 CONSUMER PANEL
Category Penetration Cumulative New Trial New Households Repeat
Trial in % Household Buying Households
% %

97.50% 66.0% NA NA 11,723 11,723

97.50% 66.2% 0.2% 336 12,213 11,877
97.50% 66.2% 0.0% 0 12,105 12,105
97.50% 66.3% 0.1% 169 12,231 12,062
97.50% 66.4% 0.1% 169 12,547 12,378
97.50% 66.6% 0.2% 338 12,760 12,422
97.50% 66.7% 0.1% 169 12,543 12,374
97.50% 66.8% 0.1% 169 12,513 12,344
97.50% 66.8% 0.0% 0 12,591 12,591
97.50% 67.5% 0.7% 1188 12,732 11,544
97.50% 67.6% 0.1% 170 12,964 12,794
97.50% 67.7% 0.1% 170 12,806 12,636

Cumulative
Trial(t+1) -
Cumulative
CONSTANT THROUGHT Trial(t) 2878
 follower

pipline at retailer is high

use per capital mustard oil consumption is reducing
Repeat Purchase Total Household Per capita Per capita Packaged % Increase
contribution to consumption consumption edible oil sales in Packaged
total sales edible oil mustard oil (in '000 of liters) edible oil

168,000 6.50 2.29 649.50

97.25% 168,185 6.50 2.27 650.46 0.15%
100.00% 168,370 6.51 2.28 651.58 0.17%
98.62% 168,555 6.51 2.25 684.51 5.05%
98.66% 168,740 6.50 2.22 684.30 -0.03%
97.35% 168,926 6.52 2.24 686.81 0.37%
98.65% 169,112 6.52 2.20 730.77 6.40%
98.65% 169,298 6.51 2.19 731.15 0.05%
100.00% 169,484 6.52 2.15 732.73 0.22%
90.67% 169,671 6.54 2.26 779.20 6.34%
98.69% 169,857 6.53 2.16 778.40 -0.10%
98.67% 170,044 6.53 2.14 779.67 0.16%

Per Capita
Consumption This has
CAGR = 0.11% has not fallen reduced 20.04%

Overall it
implies that
market size of
packaged edible
oil has
increased by
20% whereas
our market
share in
packaged food
category has
reduced from
4.10% to 3.38%.
This implies
that people are
shifting to
packaged edible
oil but not in
the mustard oil
category. Hence
it is the time for
me to shift to
line extension.
 Mkt Share of MOUB MOUB as a Mkt Size Mkt Size
our brand among Households % of Repeat Purchase (Category) (Mustard Oil)
all packaged (2 out of 5 purchases) (in '000 litres) (in '000 litres)
edible oil
4.10% 4,455 38.00% 1064.76 374.80
4.22% 4,643 39.09% 1066.32 372.15
4.14% 4,604 38.03% 1068.16 373.85
4.00% 4,651 38.56% 1069.54 370.06
4.00% 4,781 38.62% 1069.22 365.67
4.01% 4,866 39.17% 1073.14 369.16
3.69% 4,781 38.64% 1074.66 363.24
3.61% 4,780 38.72% 1075.22 361.28
3.57% 4,802 38.14% 1077.54 355.59
3.59% 4,854 42.05% 1082.22 373.37
3.45% 4,945 38.65% 1081.11 357.85
3.38% 4,900 38.78% 1082.87 354.10

This share has

also reduced 38.87% 1.70% -5.52%

Average
Loyalty has not changed
 Significantly over years

Higher this ratio better it is

This means less volatility in
the cash flows
 RETAIL AUDIT
% Increase in Mkt Share (by Vol) Mkt Share (by vol) Increase in Offtake
in Market Size (Mustard Oil) (Mustard Oil) Market share
(Mustard Oil) % in edible oil category (in litres)

7.10% 2.50% 26,612

-0.71% 7.38% 2.58% 0.28% 27,479
0.46% 7.22% 2.53% -0.16% 26,995
-1.01% 7.40% 2.56% 0.18% 27,398
-1.19% 7.48% 2.56% 0.08% 27,352
0.95% 7.47% 2.57% -0.01% 27,563
-1.61% 7.42% 2.51% -0.04% 26,969
-0.54% 7.31% 2.46% -0.12% 26,402
-1.57% 7.36% 2.43% 0.06% 26,189
5.00% 7.50% 2.59% 0.14% 28,010
-4.16% 7.50% 2.48% 0.00% 26,835
-1.05% 7.45% 2.44% -0.05% 26,381
% increase in Numeric Dist Weighted Dist PDO Number of Number of outlets
offtake Dealers category is avail
% % (in litres)

75.2% 78.0% 9.16 2904.00 3864.00

3.16% 75.2% 76.0% 9.46 2904.00 3864.00
-1.79% 72.4% 75.0% 9.64 2799.00 3864.00
1.47% 72.4% 77.0% 9.61 2852.00 3937.00
-0.17% 72.7% 76.0% 9.56 2862.00 3937.00
0.77% 77.3% 77.0% 9.06 3042.00 3937.00
-2.20% 78.9% 77.5% 8.63 3126.00 3962.00
-2.15% 81.2% 80.0% 8.21 3216.00 3962.00
-0.81% 85.6% 84.0% 7.73 3390.00 3962.00
6.50% 86.1% 86.0% 8.17 3430.00 3984.00
-4.38% 88.2% 87.0% 7.64 3512.00 3984.00
-1.72% 90.5% 89.5% 7.32 3606.00 3984.00

Number of
Dealers/Numeric
Distribution
Increase in total
outlets over the
year
Increase in total
outlets storing
our product
 Op Stock (litres) 4567 4878
INTERNAL DATA
Outlet Share % increaes in the Pr Sales Sec Sales Per day Sec Stock with
number of Retailer Sales distributor
with distributor

9.10% 28,500 26,700 890 6,367

9.72% 0.00% 29,000 27,440 915 7,927
9.63% -3.62% 27,000 27,950 932 6,977
9.61% 1.89% 26,500 26,950 898 6,527
9.84% 0.35% 27,200 27,500 917 6,227
9.70% 6.29% 27,800 27,300 910 6,727
9.58% 2.76% 27,200 27,400 913 6,527
9.13% 2.88% 26,500 26,300 877 6,727
8.77% 5.41% 26,300 26,400 880 6,627
8.72% 1.18% 28,500 28,000 933 7,127
8.62% 2.39% 26,500 26,700 890 6,927
8.32% 2.68% 26,200 26,800 893 6,327

Market Share/
Weighted
Distribution

It depends on SKUs
120.00 3.11%

702.00 24.17% This number usually is 50% of servicing frequency is a good number. It also depe
 15 days of 7 days of 700 Calls/Salesman
servicing freq servicing freq
Number of Per day offtake Stock with Number of Total Calls Productive
days of Inventory Retailer days of Inventory Calls
with distributor with retailer

7.15 887 4,967 5.60 10,019 9,668

8.67 916 4,928 5.38 9,786 9,395
7.49 900 5,884 6.54 10,048 9,747
7.27 913 5,436 5.95 10,106 9,702
6.79 912 5,585 6.13 9,932 9,435
7.39 919 5,322 5.79 10,019 9,468
7.15 899 5,754 6.40 10,149 9,642
7.67 880 5,652 6.42 10,077 9,523
7.53 873 5,863 6.72 10,016 9,415
7.64 934 5,854 6.27 10,222 9,915
7.78 894 5,719 6.39 10,077 9,674
7.08 879 6,139 6.98 10,016 9,665

7.47 6.21

Average days Average days

It depends on SKUs
ncy is a good number. It also depends on if the goods are persihable or non-perishable
s/Salesman
SALES DATA (SECONDARY)
Number of Number of calls PC/TC Average Sale 5 Litre % Share in total
Salesman per sales man per call (in liters) Pack Sec Sales
Required Transact Ticket (in litres) 5 Litre Pack
Size
15.00 667.93 96.50% 2.76 9,150 34.27%
15.00 652.40 96.00% 2.92 9,400 34.26%
15.00 669.87 97.00% 2.87 9,505 34.01%
15.00 673.73 96.00% 2.78 9,505 35.27%
15.00 662.13 95.00% 2.91 9,280 33.75%
15.00 667.93 94.50% 2.88 9,245 33.86%
15.00 676.60 95.00% 2.84 9,300 33.94%
15.00 671.80 94.50% 2.76 9,000 34.22%
15.00 667.73 94.00% 2.80 8,930 33.83%
15.00 681.47 97.00% 2.82 10,070 35.96%
15.00 671.80 96.00% 2.76 9,190 34.42%
15.00 667.73 96.50% 2.77 9,165 34.20%

95.67%

Average
SALES DATA (SECONDARY) MEDIA DATA
1 Litre % Share in total 500 ml % Share in total Sales Value GRP SOV
Pack Sec Sales Pack Sec Sales Offtake
(in litres) 5 Litre Pack (in litres) 5 Litre Pack (Rs. Lakhs) %

16,883 63.23% 667 2.50% 35.66 6 1.3

17,317 63.11% 723 2.63% 36.82 5 1.1
17,744 63.48% 701 2.51% 36.17 4 0.9
16,667 61.84% 778 2.89% 36.71 5 1.0
17,218 62.61% 1,002 3.64% 36.65 3 0.4
17,048 62.45% 1,007 3.69% 36.93 4 0.6
17,002 62.05% 1,098 4.01% 36.14 4 0.7
16,133 61.34% 1,167 4.44% 35.64 3 0.6
16,202 61.37% 1,268 4.80% 35.35 4 0.6
16,476 58.84% 1,454 5.19% 37.81 5 0.7
15,967 59.80% 1,543 5.78% 36.23 4 0.5
15,957 59.54% 1,678 6.26% 35.61 3 0.4

GRP is
the sum
of all TRP
 Adverst Advert Exper CORRELATION BETWEEN SOV AND TOM
Expenditure as a % of Sale CORRELATION BETWEEN SOV AND SPONT
(in rupees) Value CORRELATION BETWEEN SOV AND OFFTAKE
CORRELATION BETWEEN SOV AND NO OF HOUSEHOLD PURCHASED

90000.0 2.52%
75000.0 2.04%
60000.0 1.66%
75000.0 2.04%
45000.0 1.23%
60000.0 1.62%
60000.0 1.66%
45000.0 1.26%
60000.0 1.70%
75000.0 1.98%
60000.0 1.66%
45000.0 1.26%

750000.0
-0.36070329 For steady state brand link month-month
-0.45402882
0.16
-0.878967
For anacids Ex 4 monthly
Ex1 MKT share% margin sales
Gurgle 36.32 1.5 Ethical 125378
Dil jalan 21.47 1.75 Bulk 88788
Gud gudee 16.92 2 OTC without Antacid 142870
YTE 15.03 2.25 OTC antacid 12964
Dakar 6.87 3
No more Bir 3.39 4

Ex-2 Consumer rati% tot customer survey

5 4 3 2 1 800
Gurgle 21.34 24.56 27.68 24.51 1.91
Dil jalan 21.35 22.78 32.45 21.66 1.76
Gud gudee 17.62 31.61 26.34 24.56 0.87
YTE 14.25 37.14 31.14 16.41 1.06
Dakar 27.65 28.23 36.26 7.84 0.01
No more Bir 26.27 35.87 26.82 9.32 1.72

Ex 3 Buying behaviour Ex-5

Ask for Chameist deciSearches for
Gurgle 14 264 2 Gurgle
Dil jalan 11 156 1 Dil jalan
Gud gudee 13 128 1 Gud gudee
YTE 11 100 1 YTE
Dakar 15 4 43 62 0.6935483871 Dakar
No more Bir 22 2 12 No more Bir
tot 86 654 60 800
10.75% 81.75% 7.50%
MS of dakar 17.44% 0.61% 71.67%
 margin% Avg inv Gurgle 106.7 98.24
1.87 15069 Dil jalan 106.75 91.12
1.83 11071 Gud gudee 88.1 126.44
1.86 15479 YTE 71.25 148.56
1.94 2627 Dakar 138.25 112.92
No more Bir 131.35 143.48

ot customer survey
Corel mgrn to chemist vs mS -0.87754282
Corel brnd image vs mS -0.83994812

Sales Margin to chemist % Avg inv crdeit Serving freq

4709 1.5 564 7
2783 1.75 476 5
891 3 356 7
2194 2 476 6
1948 2.25 544 8
439 4 211 7
12964

7476
 sum wt avg
83.04 49.02 1.91 338.91 22.594
97.35 43.32 1.76 340.3 22.68666667
79.02 49.12 0.87 343.55 22.90333333
93.42 32.82 1.06 347.11 23.14066667
108.78 15.68 0.01 375.64 25.04266667
80.46 18.64 1.72 375.65 25.04333333
Spends high
High GRP
High SOV

Q1 - Wtd Dist = Num

Numeric drops