Revstack

Brand Growth for

Marketplaces
 Breakfast Cereals - Amazon Market
Brand Shares Top Brands
Top Categories

* By Volume YTD

2 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Breakfast Cereals - Amazon Market
Brand A Shares by Sub-Category
Brand A Cornflakes MS
18.00%
8.00%
16.00%
7.00%
14.00%
12.00% 6.00%

10.00% 5.00%
8.00% 4.00%
6.00%
3.00%
4.00%
2.00%
2.00%
0.00% 1.00%
Jan Feb Mar Apr May
0.00%
GRANOLA Koko Krunch Cornflakes

• Share gain seen in Puffs (Brand A) along with positive movement

in Granola
• Aggressive pricing has resulted in increased sales in Puffs but in
Corn Flakes

* April Over March (Volume)

3 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Brand A – Pricing Actions
Category Wise Discounts Trend – Top Products
Title Jan Feb March April May May over Q1
40.0% Bra nd A Breakfast Cereal - Crunchy Flakes with Corn & Oa ts,
154 162 144 128 120 -21.6%
475g Ca rton
35.0%
Bra nd A Breakfast Cereal - Chocolate Flavour, 350 g 129 141 136 128 109 -19.4%
30.0%
Bra nd A Nestle Breakfast Cereal - Chocolate Flavour, 350 g 137 144 128 128 122 -10.5%
25.0%

20.0% Bra nd A Breakfast Cereal - Choco Burst, 500 g Box 293 293 249 229 233 -16.4%

Bra nd A Breakfast Cereal - Strawberry Flavour Burst, 250 g

15.0% 190 171 140 190 190 13.8%
Pouch
10.0% Bra nd A Breakfast Cereal - Choco Burst, 500 g Box 286 303 248 223 251 -10.0%
5.0% Bra nd A Breakfast Cereal - Crunchy Flakes with Corn & Oa ts,
148 162 144 121 129 -15.0%
475g Ca rton
0.0%
Jan Feb Mar Apr May Bra nd A Breakfast Cereal - Crunchy Gra nola with Nutty Honey,
279 302 274 221 232 -18.4%
475g Pouch
Corn Flakes Granola Puffs

• Significant Price Drops have been taken in last 2 months

• Trend continues in May except Granola
Price Sweet Spot Analysis needs to be
done – currently we are 20-30% cheaper
than market leader

4 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Brand A – Visibility Update
Brand Overall Visibility SOV By Keyword
Search
SOV %Change
keyword Volume
Oats 83788 0% NA
chocos 11531 6.89% -31.8
kellogs cornflakes 7202 2.56% -52.4
granola 3116 0.57% 32.8
cereal 2664 5.77% -9.6
daliya 2622 0.76% -41.3
corn flakes 2233 0.05%
fruit loops 2125 3.66% -31.5
diet food for weight loss 1620 2.12% 6.1
ceregrow 1527 11.89% -19.2
breakfast cereals 1527 5.94% -15
dalia 1454 0.56% -100
ceregrow 2-5 years combo 1454 14.75% 3.1
chocos 1.2kg 1403 4.69% 15.9

Overall Page 1 SOV

While we have increased spends on
sponsored, our overall page 1 visibility
seems low on top keywords

5 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Brand A – Sponsored Visibility

Top Promoted Products and Growth Trend

Impression % Sponsored %Chang keyword Search Volume % Sponsored %Change

sku_title
s (000s) impressions e
Brand A Breakfast Cereal - Choco Burst, 500 g Box 35.26 3.09% -51.53% kellogs cornflakes 7202 11 -32.97%
Brand A Breakfast Cereal - Strawberry Flavour Burst, fruit loops 2125 8 13.33%
27.59 2.65% NA
250 g Pouch
chocos 1.2kg 1403 7 2.22%
Brand A Breakfast Cereal - Crunchy Flakes with Corn
35.75 2.64% NA
& Oats, 475g Carton breakfast cereals 1527 7 282.50%
Brand A Breakfast Cereal - Crunchy Granola with chocos 11531 7 70.00%
23.10 2.50% 66.06%
Nutty Honey, 475g Pouch
Brand A Fortified Multigrain Cereal with Milk and cereal 2664 6 138.89%
8.65 0.95% 43.36%
Fruits, 300g Bag-In-Box Pack daliya 2622 5 25.41%
Brand A Nutritious Milk Drink for Growing Children
5.86 0.69% 22.00% corn flakes 2233 4 206.00%
(2-5 years), Creamy Vanilla, 400g
Brand A Breakfast Cereal - Chocolate Flavour, 350 g 19.25 0.00% NA kellogs 1357 4 -48.89%
cornflakes 15480 3 240.00%

Recommendation: Need to improve

visibility on top keywords and be visible in
top 5 listings to gain market share further

6 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Brand Awareness – Keyword
Searches
Sub-category search volume trends Share of branded search

7 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Recommendation – Marketing Mix

Very high discounts Top rated and

compared to market differentiated products.
leader, not leading to share Recommendation: White
gain space in large packs
Recommendation: Price to PRODUCT
PRICE
sales sensitivity analysis to
help improve efficiency

Running promotions help

getting more visibility than
Visibility is a major concern
discounts.
– Overall page 1 SOV
Recommendation:
corroborates with market
PLACE PROMOTION Participate in channel deals
share on channel
and other “unpaid”
Recommendation: Improve
inorganic visibility
SOV on relevant keywords
by inorganic visibility as
well as content

8 CONFIDENTIAL Data and brand names are representative and not indicative of any actual client. This is only for use by Google India and not to be shared anywhere else
 Intelligent commerce
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