Annexure 1

Super/Mega Market Cost (per day in No. of Crestle's Cost for

INR) in setting up sales men 4 weeks
a Crestle's outlet required per day - 28days

Food World 500 2 14000

More Super Market 400 1 11200
Big Bazaar 1000 6 28000
Spencers Hyper Market 2000 12 56000
Reliance Fresh 1000 5 28000
Annexure 2
Age Group Number of people % of people who Probability of Purchase
accepting the tried the product if Liked
taster offer (of and liked it
every 100 people
offered)
Upto 15 Years 100 90 0.35
Years 15-25 80 80 0.50
Years 25-35 80 60 0.95
Years 35 - 40 70 60 1.00
Years 40-50 60 45 0.80
Years 50 and above 50 30 0.70
Annexure 3
Digital Marketing Campaign / Awareness

Age Group Product Awareness Product Product Awareness

- 1st Week Awareness - 3rd Week
- 2nd Week

Up to 15 Years 20% 40% 60%

Years 15-25 70% 90% 90%
Years 25-35 70% 90% 90%
Years 35 - 40 50% 70% 80%
Years 40-50 40% 60% 60%
Years 50 and above 25% 30% 30%
Associated Digital Marketing Campaign Costs & Related Constraints
Per Day cost of Digital Marketing Campaign - INR 2000/-- for the first week
Per Day cost of Digital Marketing Campaign - INR 3000/-- for the second week
Per Day cost of Digital Marketing Campaign - INR 6000/-- for the third week
20% increase in the Product awareness results in 10% increase in the people trying the drink in co
The Digital Marketing spends in a particular week shall result in associate increase in the
GP margin 100%
Annexure 4
Percentage Distribution of Customers age wise -
Footfall

Age Group
 Food More Big Spencers Reliance
World Super Bazaar Hyper Fresh
Age Group Market Market
Up to 15 Years 15% 13% 14% 19% 16%
Years 15-25 15% 17% 15% 10% 15%
Years 25-35 15% 12% 15% 20% 22%
Years 35 - 40 20% 22% 20% 24% 19%
Years 40-50 20% 20% 17% 14% 15%
Years 50 and above 15% 16% 19% 13% 13%
 %age of Comments Increase in Number of
people people accepting the
most likely taster offer (of every
to buy 100 people offered) in
week 2
31.50% Novelty buyers, non serious buyers, not the decision makers NA
32.00% Opportunity - if Purchase intent increased 91.4285714286
45.60% Target Segment 91.4285714286
42.00% Target Segment 84
21.60% Opportunity - if Awareness is increased increased 75
10.50% 55

Product %age increase in awareness in week 2 over %age increase in

Awareness week 1 awareness in week 3
- 4th Week over week 2

70% 100% 50%

95% 29% 0%
95% 29% 0%
80% 40% 14%
60% 50% 0%
30% 20% 0%

ople trying the drink in comparison to the previous week, reaching a maximum of total number of people visitin
ssociate increase in the awareness in the subsequent week
GP Margin 100%
Cost of Test Digital Marketing Campaign 77000
Cost of Super Market (Spencers+Rel Retail) 84000
Total Cost 161000
 Increase in Number of Increase in Number %age of people most
people accepting the of people accepting likely to buy after week 4
taster offer (of every the taster offer (of
100 people offered) in every 100 people
week 3 offered) in week 4
NA NA 32%
91.4285714286 93.9682539683 38%
91.4285714286 93.9682539683 54%
90 90 54%
75 75 27%
55 55 12%

%age increase in Marketing Campaign Cost

awareness in week 4
over week 3

17% Product Awareness

6% - 1st Week
Product Awareness 14000
6% -Product
2nd Week
Awareness 21000
0% -Product
3rd Week
Awareness - 4th Wee42000
0%
0%

otal number of people visiting the market