Kellogg's1

PRESENTED BY:

PRIYANKA SINGHVIINSTITUTE OF MANAGEMENT, NIRMA UNIVERSITYGUIDED BY: SUNIL KUMAR (MANAGER – KEY ACCOUNT –WEST)GAURAV NARAYAN SINGH (ASSISTANT MANAGER - KEY ACCOUNT)

IN DEPTH ANALYSIS OF MODERN TRADE

AGENDA Correlation Matrix Comparison of MBQ Spike-in-sales analysis of competitors Impact of offers on Kellogg’s SKU’s Space allocation analysis Perceptual Map Factor Analysis Assortment Observations/Recommendations

RELIANCE - MUMBAI

SIGNATURE STORE

SAHAKARI BHANDAR (SB) MARTSFRESH

SMALL AREA STORES

SUBDIVIDED INTO FORMATS

-L1 - L2- L3- L4- S1- S2

MEGA STORES WITH MOSTLY ALL

42 SKU’s

OWNED STORES OF RELIANCE WHERE THE SKU’s ARE IN GOOD NUMBER

BUT NOT ALL

SPECIAL STORE FOR MUKESH

AMBANI

CONSISTS OF IMPORTED SKU’s

FORMAT ALLOCATION DEPENDS ON THE SPACE GIVEN TO CEREAL /FOOD CATEGORY IN THE STORE

A TOTAL OF 54 RELIANCE STORES IN MUMBAI

Average Sales

MBQ

AverageSales

Correlation Coefficient 1 -0.47

Sig. (2-tailed) . 2.51E-06

N 115 91

MBQ Correlation Coefficient -0.47 1

Sig. (2-tailed) 2.51E-06 .

N 91 91

Correlation matrix for format L1

HIGH NEGATIVE CORRELATION

L1 FORMAT HAS 7 STORES

Average Sales

MBQ

AverageSales


Sig. (2-tailed) . 0.000001

N 98 87


Sig. (2-tailed) 0.000001 .

N 87 88



Average Sales

MBQ

AverageSales


Sig. (2-tailed) . 0.001229272

N 47 41


Sig. (2-tailed) 0.001229272 .

N 41 44



Average Sales

MBQ

AverageSales


Sig. (2-tailed) . 0.004249415

N 18 18


Sig. (2-tailed) 0.004249415 .

N 18 18


L4 FORMAT HAS 1 STORE

Average Sales

MBQ

AverageSales

Correlation Coefficient 1 0.390

Sig. (2-tailed) . 0.05984767

N 34 24

MBQ Correlation Coefficient 0.390 1

Sig. (2-tailed) 0.05984767 .

N 24 24

Correlation matrix for format S1

S1 FORMAT HAS 3 STORES

Average Sales

MBQ

AverageSales


Sig. (2-tailed) . 0.266251392

N 105 81


Sig. (2-tailed) 0.266251392 .

N 81 84

Correlation matrix for format S2

S2 FORMAT HAS 8 STORES

Average Sales

MBQ

AverageSales


Sig. (2-tailed) . 0.166549849

N 108


Sig. (2-tailed) 0.166549849 .

N 67 68

Correlation matrix for Marts

MARTS FORMAT HAS 3 STORES

Average Sales

MBQ

AverageSales


Sig. (2-tailed) . 0.015070414

N 15 13


Sig. (2-tailed) 0.015070414 .

N 13 13

Correlation matrix for Signature store

Comparison of MBQKELLOGG’S v/s COMPETITORS

Some stores don’t have oats listed

**The data pertains to 10 RELIANCE FRESH stores (40 % data)

Average Sales Before

Offer

Average Sales After

Offer%Inc/Dec

Bagryy’s Crunchy Museuli 425 Gm 20 22 10%

Quaker Oats 1 Kg 59 61.76 4.68%

Saffola Oats 400 Gm 9.5 11 15.79%


Offer

Average Sales After

Offer

%Inc/Dec

Bagryy’s Crunchy Museuli 425 Gm 12 13.20 10%

Quaker Oats 1 Kg 36.06 48.83 35.40%

Saffola Oats 400 Gm 19.07 24.20 26.92%

SB

FRESH

MARTS


Offer

Average Sales After

Offer%Inc/Dec

Bagryy’s Crunchy Museuli 425 Gm 58 101 74.14%

Quaker Oats 1 Kg 205.5 535 160.34%

Saffola Oats 400 Gm 45 66 46.67%

CONSOLIDATED

* ALL PROMOTIONS CATER TO “PRICE OFF” TYPE

FREQUENCY TABLE

GROWTH RATE COUNT(HIKE IN SALES) COUNT(DOWNFALL IN SALES)

0%-10% 4 3

11%-20% 1 1

21%-30% 4 1

31%-40% 3 1

41%-50% 2 0

51%-60% 1 0

61%-70% 2 1

71%-80% 3 1

81%-90% 0 0

91%-100% 0 0

>100% 1 0

TOTAL 21 8

IMPACT OF OFFERS ON KELLOGG’S SKU’s

CHOCOS 700 gmCHOCOS 700 gmHEART TO HEART 1 KG CHOCOS 375GM

Sales before offer Sales after offer %Change

218228.3833 189400.35 -13%

104648.67 51191.75 -51%

298617.5 387302.4 30%

320698.7 411678 28%

Type of offer Article

Freebie - spoon free KELLOGG'S CHOCOS 375GM CBD

Price off 26 HEART TO HEART 1 KG

Price off 10 CHOCOS 700 gm

Price off 15 CHOCOS 700 gm

FORMAT AVERAGE CATEGORY SPACE %

AVERAGE OATS SPACE % AVERAGE MUSEULI SPACE %

L1 47 27 20

L2 50 25 19

L3 50 24 25

L4 49 19 30

MARTS 56 22 37

S1 46 0 20

S2 47 15 20

SB 54 36 40

SIGNATURE 58 33 15

OVERALL OBSERVED AVG.

% 51 22 25

SHARE OF KELLOGG’S

% 60 1135

THE GAP % -15% 103% -28%

BOTTLENECKS

1- CATEGORY SPACE 2- OATS SPACE 3- MUESULI SPACE

CATEGORY SPACE %

OATS SPACE %

MUESLI SPACE %

FORMAT WISE "CATEGORY" SPACE ALLOCATION

FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES

L1

KELLOGG CHOCOS DUET 375GM 36 36 0 0.0 11185.5 0.08 0.00

KELLOGG CHOCOS MOON & STARS 350GM 36 36 0 0.0 10106.5 0.07 0.00

KELLOGG'S CHOCOS 375GM CBD 36 36 0 0.0 17550 0.12 0.00

KELLOGG'S CHOCOS 700GM CBD 24 29 -5 -17.2 23242 0.16 -2.72

KELLOGG'S CORN FLAKES 250G BOX 36 36 0 0.0 10078.5 0.07 0.00

KELLOGG'S CORN FLAKES 475G BOX 48 58 -10 -17.2 28707 0.20 -3.37

KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 36 36 0 0.0 8435 0.06 0.00

KELLOGG'S HEART TO HEART OATS 1KG 36 42 -6 -14.3 7129.5 0.05 -0.69

KELLOGG'S HEART TO HEART OATS 400GM 8 10 -2 -20.0 232 0.00 -0.03

KELLOGG'S SPECIAL K 435G 36 36 0 0.0 20383.5 0.14 0.00

KELLOGG'S WHEAT FLAKES 425GM CBD 36 36 0 0.0 10020 0.07 0.00

-23 147069.5 -6.81

NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;

*AVERAGE SALES TAKEN FOR MAR & APR MONTH

L2

KELLOGG CHOCOS DUET 375GM 36 36 0 0.0 14459 0.08 0

KELLOGG CHOCOS MOON & STARS 350GM 36 36 0 0.0 15543.5 0.08 0

KELLOGG'S CHOCOS 375GM CBD 36 36 0 0.0 17832.5 0.10 0

KELLOGG'S CHOCOS 700GM CBD 24 29 -5 -17.2 30605 0.17 -2.88


KELLOGG'S CORN FLAKES 475G BOX 48 53 -5 -9.4 36159.25 0.20 -1.86

KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 36 36 0 0.0 10417.5 0.06 0.00

KELLOGG'S HEART TO HEART OATS 1KG 36 42 -6 -14.3 9906 0.05 -0.77

KELLOGG'S HEART TO HEART OATS 200GM 10 12 -2 -16.7 992 0.01 -0.09

KELLOGG'S HEART TO HEART OATS 400GM 32 36 -4 -11.1 1481.5 0.01 -0.09

KELLOGG'S SPECIAL K 435G 36 36 0 0.0 22348.5 0.12 0

KELLOGG'S WHEAT FLAKES 425GM CBD 36 36 0 0.0 9806 0.05 0

-22 183431.25 -5.69




L3

KELLOGG CHOCOS DUET 375GM 18 18 0 0 5340 0.05 0

KELLOGG CHOCOS MOON & STARS 350GM 18 18 0 0 8432 0.09 0

KELLOGG'S CHOCOS 375GM CBD 18 18 0 0 13180 0.13 0

KELLOGG'S CHOCOS 700GM CBD 13 20 -7 -0.35 16862.5 0.17 -0.06




KELLOGG'S HEART TO HEART OATS 1KG 18 24 -6 -0.25 6552 0.07 -0.02

KELLOGG'S HEART TO HEART OATS 200GM 10 12 -2 -0.17 640 0.01 0.00

KELLOGG'S HEART TO HEART OATS 400GM 15 20 -5 -0.25 580 0.01 0.00

KELLOGGS HONEY LOOPS 300GM 6 6 0 0.00 108 0.00 0.00

KELLOGG'S SPECIAL K 435G 18 24 -6 -0.25 11074.5 0.11 -0.03

KELLOGG'S WHEAT FLAKES 425GM CBD 18 24 -6 -0.25 7540 0.08 -0.02

-43 98211 -0.18




L4

KELLOGG CHOCOS DUET 375GM 6 6 0 0 2700 0.06 0.00

KELLOGG CHOCOS MOON & STARS 350GM 6 6 0 0 1955 0.04 0.00

KELLOGG'S CHOCOS 375GM CBD 6 6 0 0 4792.5 0.11 0.00

KELLOGG'S CHOCOS 700GM CBD 5 4 1 0.25 8377 0.19 0.05

KELLOGG'S CORN FLAKES 100GM BOX 8 8 0 0.00 201 0.00 0.00




KELLOGG'S HEART TO HEART OATS 1KG 6 6 0 0.00 2000 0.04 0.00

KELLOGG'S HEART TO HEART OATS 400GM 7 6 1 0.17 348 0.01 0.00

KELLOGGS HONEY LOOPS 300GM 6 6 0 0.00 702 0.02 0.00

KELLOGG'S SPECIAL K 435G 6 12 -6 -0.5 4558.5 0.10 -0.05

KELLOGG'S WHEAT FLAKES 425GM CBD 6 6 0 0 3010 0.07 0.00

-3 44844 0.01




MARTS

KELLOGG XTRA MUSLI CRCHY FT & NUT 275GM 36 43 -7 -0.16 8717.5 0.02 0.00KELLOGG CHOCOS DUET 125GM 24 24 0 0.00 2255 0.00 0.00KELLOGG CHOCOS DUET 375GM 36 26 10 0.38 7682.5 0.02 0.01

KELLOGG CHOCOS MOON & STARS 350GM 36 42 -6 -0.14 14075 0.03 0.00KELLOGGS ALMOND CORN FLAKES 300GM 27 21 6 0.29 21837.5 0.05 0.01

KELLOGG'S BANANA CORNFLAKES 300GM CBD 30 28 2 0.07 3983.5 0.01 0.00KELLOGG'S CHOCOS 125GM BOX 24 24 0 0.00 6742.5 0.01 0.00KELLOGG'S CHOCOS 250GM BOX 12 14 -2 -0.14 7380 0.02 0.00KELLOGG'S CHOCOS 375GM CBD 30 28 2 0.07 21802.5 0.05 0.00KELLOGG'S CHOCOS 700GM CBD 30 30 0 0.00 67195 0.15 0.00

KELLOGG'S CHOCOS SMACKS 390GM CBD 42 28 14 0.50 7382.5 0.02 0.01KELLOGGS CORN F MANG PU 300G 23 28 -5 -0.18 7480.5 0.02 0.00

KELLOGG'S CORN FLAKES 100GM BOX 48 46 2 0.04 3578 0.01 0.00KELLOGG'S CORN FLAKES 250G BOX 42 45 -3 -0.07 12276 0.03 0.00KELLOGG'S CORN FLAKES 475G BOX 37 38 -1 -0.03 73982 0.16 0.00

KELLOGG'S EXTRA MUESLI FRUIT MAGIC – 550 25 28 -3 -0.11 18780 0.04 0.00KELLOGG'S EXTRA MUESLI FRUIT MAGIC 275 G 28 32 -4 -0.13 9897.5 0.02 0.00KELLOGG'S EXTRA MUESLI NUTS DELIGHT – 27 33 40 -7 -0.18 11022.5 0.02 0.00KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 21 28 -7 -0.25 10787.5 0.02 -0.01

KELLOGG'S HC CF 300GM BOX 42 38 4 0.11 9405 0.02 0.00KELLOGG'S HEART TO HEART OATS 1KG 25 40 -15 -0.38 8750 0.02 -0.01

KELLOGG'S HEART TO HEART OATS 200GM 24 20 4 0.20 144 0.00 0.00KELLOGG'S HEART TO HEART OATS 400GM 34 34 0 0.00 3098.5 0.01 0.00

KELLOGG'S HONEY CRUNCH 125GM CBD 16 32 -16 -0.50 3219 0.01 0.00KELLOGG'S HONEY CRUNCH CF 450GM CBD 40 30 10 0.33 15525 0.03 0.01

KELLOGG'S OAT BITES - 350G 18 21 -3 -0.14 6088.5 0.01 0.00KELLOGG'S SPECIAL K 140 GM CBD 48 40 8 0.20 4516 0.01 0.00KELLOGG'S SPECIAL K 290 GM CBD 29 28 1 0.04 6606 0.01 0.00

KELLOGG'S SPECIAL K 435G 27 28 -1 -0.04 29900.5 0.07 0.00KELLOGG'S STRAWBERRY CF 100GM BOX 24 24 0 0.00 5118.5 0.01 0.00KELLOGG'S STRAWBERRY CF 275GM BOX 36 28 8 0.29 14037.5 0.03 0.01KELLOGG'S WHEAT FLAKES 425GM CBD 42 34 8 0.24 30090 0.07 0.02

-1 453356 0.02

*AVERAGE SALES TAKEN FOR MAR & APR MONTHNOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;


S1

KELLOGG CHOCOS DUET 375GM 5 6 -1 -0.17 1417.5 0.03 0.00KELLOGG CHOCOS MOON & STARS 350GM 18 18 0 0.00 3075 0.06 0.00

KELLOGG'S CHOCOS 375GM CBD 18 18 0 0.00 7560 0.14 0.00KELLOGG'S CHOCOS 700GM CBD 20 17 3 0.18 11582.5 0.22 0.04

KELLOGG'S CORN FLAKES 250G BOX 36 18 18 1.00 4320 0.08 0.08KELLOGG'S CORN FLAKES 475G BOX 20 31 -11 -0.35 12864 0.24 -0.09

KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 10 12 -2 -0.17 2952.5 0.06 -0.01KELLOGG'S SPECIAL K 435G 30 18 12 0.67 6274.5 0.12 0.08

KELLOGG'S WHEAT FLAKES 425GM CBD 10 12 -2 -0.17 2810 0.05 -0.01 17 52856 0.09

S2

KELLOGG CHOCOS DUET 375GM 33 35 -2 -0.06 7101 0.05 0.00KELLOGG CHOCOS MOON & STARS 350GM 48 48 0 0.00 9014.5 0.07 0.00

KELLOGG'S CHOCOS 375GM CBD 48 48 0 0.00 18913.5 0.14 0.00KELLOGG'S CHOCOS 700GM CBD 52 39 13 0.33 25603.5 0.19 0.06

KELLOGG'S CORN FLAKES 250G BOX 84 48 36 0.75 10840.5 0.08 0.06KELLOGG'S CORN FLAKES 475G BOX 60 68 -8 -0.12 30544.5 0.22 -0.03

KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 33 36 -3 -0.08 7347.5 0.05 0.00KELLOGG'S HEART TO HEART OATS 1KG 12 13 -1 -0.08 2200.5 0.02 0.00

KELLOGG'S SPECIAL K 435G 78 48 30 0.63 18336 0.13 0.08KELLOGG'S WHEAT FLAKES 425GM CBD 39 42 -3 -0.07 6856 0.05 0.00

62 136757.5 0.17




SB

KELLOGG XTRA MUSLI CRCHY FT & NUT 275GM 141 169 -28 -0.17 24700.5 0.02 0.00KELLOGG CHOCOS DUET 375GM 153 139 14 0.10 24591.6 0.02 0.00

KELLOGG CHOCOS MOON & STARS 350GM 192 154 38 0.25 45934.92 0.03 0.01KELLOGGS ALMOND CORN FLAKES 300GM 125 83 42 0.51 44747.925 0.03 0.02

KELLOGG'S BANANA CORNFLAKES 300GM CBD 50 62 -12 -0.19 5047.515 0.00 0.00KELLOGG'S CHOCOS 125GM BOX 18 24 -6 -0.25 902.88 0.00 0.00KELLOGG'S CHOCOS 250GM BOX 291 186 105 0.56 50910.75 0.04 0.02KELLOGG'S CHOCOS 375GM CBD 275 191 84 0.44 73741.55 0.05 0.02KELLOGG'S CHOCOS 700GM CBD 289 231 58 0.25 162603.8 0.12 0.03

KELLOGG'S CHOCOS SMACKS 390GM CBD 93 114 -21 -0.18 15035.625 0.01 0.00KELLOGGS CORN F MANG PU 300G 85 81 4 0.05 11859.21 0.01 0.00

KELLOGG'S CORN FLAKES 100GM BOX 325 250 75 0.30 16426.08 0.01 0.00KELLOGG'S CORN FLAKES 250G BOX 349 176 173 0.98 51161.1 0.04 0.04KELLOGG'S CORN FLAKES 475G BOX 559 260 299 1.15 219054.45 0.16 0.18

KELLOGG'S EXTRA MUESLI FRUIT MAGIC – 550 126 125 1 0.01 34459.425 0.02 0.00KELLOGG'S EXTRA MUESLI FRUIT MAGIC 275 G 123 180 -57 -0.32 17616.2 0.01 0.00KELLOGG'S EXTRA MUESLI NUTS DELIGHT – 27 105 164 -59 -0.36 20938.5 0.01 -0.01KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 156 125 31 0.25 57046.275 0.04 0.01

KELLOGG'S HC CF 300GM BOX 258 164 94 0.57 46102.175 0.03 0.02KELLOGG'S HEART TO HEART OATS 1KG 294 227 67 0.30 41618.875 0.03 0.01

KELLOGG'S HEART TO HEART OATS 200GM 255 248 7 0.03 10101.9 0.01 0.00KELLOGG'S HEART TO HEART OATS 400GM 387 236 151 0.64 18575.37 0.01 0.01KELLOGG'S HONEY CRUNCH CF 450GM CBD 157 159 -2 -0.01 33078.375 0.02 0.00

KELLOGGS HONEY LOOPS 125GM 12 16 -4 -0.25 423.225 0.00 0.00KELLOGGS HONEY LOOPS 300GM 51 54 -3 -0.06 4459.455 0.00 0.00

KELLOGGS MUESLI CRNCHY FRT&NUT 550GM CBD 54 101 -47 -0.47 24483 0.02 -0.01KELLOGG'S OAT BITES - 350G 171 147 24 0.16 26851.73 0.02 0.00

KELLOGG'S SPECIAL K 140 GM CBD 155 184 -29 -0.16 10181.78 0.01 0.00KELLOGG'S SPECIAL K 290 GM CBD 240 157 83 0.53 32447.25 0.02 0.01

KELLOGG'S SPECIAL K 435G 277 199 78 0.39 103675.625 0.07 0.03KELLOGG'S STRAWBERRY CF 100GM BOX 36 35 1 0.03 1703.295 0.00 0.00KELLOGG'S STRAWBERRY CF 275GM BOX 145 122 23 0.19 41900.76 0.03 0.01KELLOGG'S WHEAT FLAKES 425GM CBD 341 184 157 0.85 125294.4 0.09 0.08

1341 1397675.52 0.47




SIG

KELLOGG XTRA MUSLI CRCHY FT & NUT 275GM 6 9 -3 -0.33 3262.5 0.05 -0.02

KELLOGG CHOCOS DUET 375GM 6 12 -6 -0.50 1755 0.03 -0.01

KELLOGG CHOCOS MOON & STARS 350GM 6 6 0 0.00 2865 0.04 0.00

KELLOGGS ALMOND CORN FLAKES 300GM 6 6 0 0.00 6647.5 0.10 0.00

KELLOGG'S CHOCOS 375GM CBD 9 12 -3 -0.25 3712.5 0.06 -0.01

KELLOGG'S CORN FLAKES 475G BOX 18 20 -2 -0.10 18765 0.29 -0.03

KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 6 6 0 0.00 2567.5 0.04 0.00

KELLOGG'S HC CF 300GM BOX 8 6 2 0.33 2422.5 0.04 0.01

KELLOGGS MUESLI CRNCHY FRT&NUT 550GM CBD 6 6 0 0.00 2047.5 0.03 0.00

KELLOGG'S OAT BITES - 350G 8 6 2 0.33 1980 0.03 0.01

KELLOGG'S SPECIAL K 290 GM CBD 18 12 6 0.50 7917 0.12 0.06

KELLOGG'S WHEAT FLAKES 425GM CBD 12 12 0 0.00 9960 0.16 0.00

-4 63902 0.01




CUMULATIVE ANALYSIS

FORMAT REPRESENTATIVE VALUE % MBQ-FD (units)

L1 -6.81 -23

L2 -5.69 -22

L3 -0.18 -43

L4 0.01 -3

S1 0.09 17

S2 0.17 62

MARTS 0.02 -1

SIGNATURE 0.01 -4

SB 0.47 1341

BAD

GOOD

NEUTRAL

ANALYSIS OF COMPETITIVE POSITION

PERCEPTUAL MAP : OATS CATEGORY

High Visibility

Low Quality

QUAKER

KELLOGG’S

SAFFOLA

High Quality

Low Visibility

QUAKER

KELLOGG’S

SAFFOLA

High Price

High Quality

Low Price

Low Quality

QUAKER

KELLOGG’S

SAFFOLA

High Customer satisfaction

KELLOGG’S

QUAKER

Low Customer satisfaction

Low Availability High Availability

SAFFOLA

Brand Weakness

Brand Strength

Low Visibility High Visibility

MUESLI CATEGORYBAGRRY’S

KELLOGG’S

Low Quality

High Quality

Low Visibility

High Visibility

High Price

Low Quality High Quality

Low Price

KELLOGG’S

BAGRRY’S

KELLOGG’S BAGRYY’S

Brand Weakness

Low Visibility High Visibility

Brand Strength

KELLOGG’S BAGRYY’S

High Customer satisfaction

High Availability

Low Availability

Low Customer satisfaction

FACTOR ANALYSIS FOR OATS CATEGORY Component Eigen values % of Variance %CUMULATIVE

BRAND AWARENESS 1.418 35.44 35.44

PRICE 1.133 28.32 63.75

QUALITY 0.732 18.30 82.06

CUSTOMER SATISFACTION 0.718 17.94 100.00

FACTOR ANALYSIS FOR MEUSLI CATEGORY

Component Eigenvalues % of Variance Cumulative %

BRAND AWARENESS 1.364 34.10 34.10

PRICE 1.095 27.37 61.47

QUALITY 0.928 23.21 84.68

CUSTOMER SATISFACTION 0.613 15.32 100.00

ASSORTMENT

FORMAT L1

NO OF SKU’s IN OATS CATEGORY 3

NO OF SKU’s IN MUSEULI CATEGORY 2

NO OF SU’s IN READY TO EAT CATEGORY 15

TOTAL 20

Ideal assortment for this format: Two SKU’S of Muesli & Oats each

Recommendation: Heart to Heart 200 gm – recently added. Hence no change Replace extra muesli fruit magic 275 gm with fruit magic 550 gm

Addition: Almond Cornflakes 300 gm

ASSORTMENT

FORMAT L2




TOTAL 21


Recommendation: Heart to Heart 200 gm – Recently added. No changeInterchange Chocos 125gm with almond 300gm

Addition: Extra muesli fruit magic 550 gm

ASSORTMENT

FORMAT L3




TOTAL 32

Ideal assortment for this format: Three SKU’s of Muesli & three of Oats

Recommendation: Interchange honey loops 125gm with Chocos 250gm Extra muesli Ft & Nut 275gm has been recently added. Hence no change

Addition: NONE

ASSORTMENT

FORMAT L4




TOTAL 33

Ideal assortment for this format: Three SKU’S of Oats & Six of Muesli

Recommendation: Interchange cornflakes 100gm with Chocos 250 gm

Addition: NONE

ASSORTMENT

FORMAT S1



NO OF SKU’s IN READY TO EAT CATEGORY 13

TOTAL 14

Ideal assortment for this format: One SKU of Muesli & Oats each

Recommendation: Chocos 125gm could be replaced later with Chocos 250gm if the former doesn’t sell much

Addition: Heart to Heart 1 Kg

ASSORTMENT

FORMAT S2




TOTAL 22


Recommendation: Heart to Heart 200 gm - recently added. No change

Addition: Extra muesli fruit magic 550 gm

OBSERVATIONS/RECOMMENDATIONSPRICE OFF WORKS BETTER THAN FREEBIE

BRAND AWARENESS OF OATS AND MUESLI - CHANNELS: ACTIVATION/ENDORSEMENT

COMBINE OATS WITH A HIGH SELLING KELLOGG’S PRODUCT

- CHOCOS 700GM + 100 GM HEART TO HEART OATS FREE - HEART TO HEART 100GM IS USED AS A TRIAL PACK

AGGRESSIVE MARKETING OF OAT-BITES 350GM (OUR NICHE OAT PRODUCT)

MUESLI COULD BE PACKED IN JARS TO IMPROVE SALES

IF FEASIBLE, COME OUT WITH SMALL PACKS OF MUESLI

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Store number FormatStore Name

2592 L1 Anna Louis

2620 L1 Chunabhatti

2191 L1 Hiranandani

2676 L1 Kaksons-Chembur

2184 L1 Mehak Motors

3046 L1 Shivam Apartments-dahisar

2182 L1 Vasai

2278 L2 Kadakpada Kalyan

2731 L2 Manu Krupa

2271 L2 PP Marg Virar

2275 L2 Seawood Nerul

2276 L2 Sec. 5 Nerul

2270 L2 Thakur Cmlx Kandivali

2269 L3 120 Ft Rd Bhayander

2190 L3 Miraroad

2268 L3 Sion Circle

2277 L4 Sec 19 Belapur

2189 S1 Bholas Classes

2181 S1 Vashi

2185 S1 Vrindavan

2720 S2 Centrium Mall

2674 S2 Gopi Talkies

2186 S2 Hamara Bazaar

2188 S2 JAI Jagdamba

2183 S2 Mahadev Hotel

2748 S2 Pawar Properties

2187 S2 Roop Darshan

2591 S2 TVS Motors

6217 marts Acme Mall6213 marts Ashar Residency6210 marts Central City Mall

3114 SB 3R Chembur

3100 SB RCSPL SB Anushakti Nagar Store

3104 SB RCSPL SB Bandra Store

3101 SB RCSPL SB Borivali Store

3102 SB RCSPL SB Breach Candy Store

3103 SB RCSPL SB Chembur Store

3112 SB RCSPL SB Colaba Store

3105 SB RCSPL SB Dindoshi Store

3115 SB RCSPL SB JB Andheri Store

3106 SB RCSPL SB Juhu Store

3108 SB RCSPL SB Matunga Store

3110 SB RCSPL SB Mazgaon Store

3113 SB RCSPL SB Napeansea Road Store

3107 SB RCSPL SB New Colaba Store

3109 SB RCSPL SB Vile Parle Store

3111 SB RCSPL SB Worli Store

3119 SB SB AGAR BAZAR

3117 SB SB Malad East

3121 SB SB Mira Road

3116 SB The Shop

2792 SIGNATURE Tirupati Apartment

Store number Format Store Name

Kellogg's1

Documents

sales changeweighted

chocos 700gm

mbq fd mbq

stars 350gm

heart oats

offer sales

average sales

average sales