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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
Correlation Coefficient 1 -0.521
Sig. (2-tailed) . 0.000001
N 98 87
MBQ Correlation Coefficient -0.521 1
Sig. (2-tailed) 0.000001 .
N 87 88
Correlation matrix for format L2
L2 FORMAT HAS 6 STORES
Average Sales
MBQ
AverageSales
Correlation Coefficient 1 -0.487
Sig. (2-tailed) . 0.001229272
N 47 41
MBQ Correlation Coefficient -0.487 1
Sig. (2-tailed) 0.001229272 .
N 41 44
Correlation matrix for format L3
L3 FORMAT HAS 3 STORES
Average Sales
MBQ
AverageSales
Correlation Coefficient 1 -0.64
Sig. (2-tailed) . 0.004249415
N 18 18
MBQ Correlation Coefficient -0.64 1
Sig. (2-tailed) 0.004249415 .
N 18 18
Correlation matrix for format L4
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
Correlation Coefficient 1 0.125
Sig. (2-tailed) . 0.266251392
N 105 81
MBQ Correlation Coefficient 0.125 1
Sig. (2-tailed) 0.266251392 .
N 81 84
Correlation matrix for format S2
S2 FORMAT HAS 8 STORES
Average Sales
MBQ
AverageSales
Correlation Coefficient 1 -0.171
Sig. (2-tailed) . 0.166549849
N 108
MBQ Correlation Coefficient -0.171 1
Sig. (2-tailed) 0.166549849 .
N 67 68
Correlation matrix for Marts
MARTS FORMAT HAS 3 STORES
Average Sales
MBQ
AverageSales
Correlation Coefficient 1 0.665
Sig. (2-tailed) . 0.015070414
N 15 13
MBQ Correlation Coefficient 0.655 1
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%
Average Sales Before
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
Average Sales Before
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 250G BOX 36 36 0 0.0 13880.5 0.08 0.00
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
*AVERAGE SALES TAKEN FOR MAR & APR MONTH
NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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 CORN FLAKES 250G BOX 18 24 -6 -0.25 5539.5 0.06 -0.01
KELLOGG'S CORN FLAKES 475G BOX 24 30 -6 -0.20 19387.5 0.20 -0.04
KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 19 18 1 0.06 2975 0.03 0.00
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
*AVERAGE SALES TAKEN FOR MAR & APR MONTH
NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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 CORN FLAKES 250G BOX 6 6 0 0.00 3082.5 0.07 0.00
KELLOGG'S CORN FLAKES 475G BOX 8 8 0 0.00 10462.5 0.23 0.00
KELLOGG'S EXTRA MUESLI NUTS DELIGHT - 55 7 6 1 0.17 2655 0.06 0.01
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
*AVERAGE SALES TAKEN FOR MAR & APR MONTH
NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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
*AVERAGE SALES TAKEN FOR MAR & APR MONTH
NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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
*AVERAGE SALES TAKEN FOR MAR & APR MONTH
NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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
*AVERAGE SALES TAKEN FOR MAR & APR MONTH
NOTE: K -PACKS NOT INCLUDED HERE AS THEY ARE MOSTLY KEPT IN BIN;
FORMAT SKU MBQ FD* MBQ-FD %CHANGE AVG SALES* WEIGHTED AVG. SALES %CHANGE*WEIGHTED SALES
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
NO OF SKU’s IN OATS CATEGORY 3
NO OF SKU’s IN MUSEULI CATEGORY 1
NO OF SU’s IN READY TO EAT CATEGORY 17
TOTAL 21
Ideal assortment for this format: Two SKU’S of Muesli & Oats each
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
NO OF SKU’s IN OATS CATEGORY 3
NO OF SKU’s IN MUSEULI CATEGORY 5
NO OF SU’s IN READY TO EAT CATEGORY 24
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
NO OF SKU’s IN OATS CATEGORY 3
NO OF SKU’s IN MUSEULI CATEGORY 6
NO OF SU’s IN READY TO EAT CATEGORY 24
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 OATS CATEGORY 0
NO OF SKU’s IN MUSEULI CATEGORY 1
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
NO OF SKU’s IN OATS CATEGORY 3
NO OF SKU’s IN MUSEULI CATEGORY 1
NO OF SU’s IN READY TO EAT CATEGORY 18
TOTAL 22
Ideal assortment for this format: Two SKU’S of Muesli & Oats each
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
RECOMMENDATIONS
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