BETA Launch Report

By Greek PLC
Has the launch been successful so far?
 Monthly volume-share comparison 12
of new launches for their respective 10.6
10.8

first 4 months
10

• Beta has the second-highest volume-share

8 7.4
trajectory amongst this year’s new launches
in the category in the first 4 months of 6.3
5.9
launch (Chart 3) 6
4.8 5
4.3
4
• Significantly better volumes sold than Greek 4
PLC’s other new launch, Delta
2.4
2.2
2
1.1 1.2
• Amber by Jewel plc, has the strongest launch
0.6
by sales-volume this year 0.2
0
0
1st Month 2nd Month 3rd Month 4th Month
Delta 1.1 2.2 4.3 4
Amber 0.6 4.8 10.6 10.8
Opal 0 1.2 5 5.9
Beta 0.2 2.4 6.3 7.4

Delta Amber Opal Beta

Monthly volume-share comparison of new launches for their respective first 4 months

Monthly Volume share

Brand Name 1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month
Delta 1.1 2.2 4.3 4 6.8 4.8
Amber 0.6 4.8 10.6 10.8 11.6 12
Opal 0 1.2 5 5.9 5.3
Beta 0.2 2.4 6.3 7.4
Month-on-month Volume-share growth
1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month
Delta 0 100.00% 95.45% -6.98% 70.00% -29.41%
Amber 0 700.00% 120.83% 1.89% 7.41% 3.45%
Opal 0 316.67% 18.00% -10.17%
Beta 0 1100.00% 162.50% 17.46%

• Beta’s launch has been successful in generating relatively high sales volume amongst other launches this year
• The rate of growth of volume has also been consistently high for Beta
• It can be concluded that Beta’s launch has been one of the more successful launches in the category this year
Is BETA meeting its objective?
 BETA’s objective

• BETA’s objective is to compete with Ruby by Jewel PLC and achieve between 10 to 13% of volume-share after 6 months of launch

BETA’s Current state

• The peak sales volume-share for Beta has been 9% in week 1 of December (Chart 4)

• Volume-share on 27 Jan for Beta is 8%

• Currently 1-2 percentage point(s) behind goal

• Need to achieve a boost in sales volume to meet target

Opportunities to boost sales
 Areas of improvement for BETA

• BETA has a relatively lower share of shelf-space as compared to the top competitors of the category like Alpha & Ruby (Chart 5)

• Despite being the most successful launch of the year by volume-share, Amber’s share of shelf-space is significantly higher than its

volume-share

• This indicates that more visibility might help BETA achieve a much higher volume-share

• Among the top 5 multiples, BETA does not distribute through Retailer E, which has the highest market share amongst other top 5

retailers (25-30%) and the second highest number of individual stores (Chart 6 & 8)

• Retailer B has been distributing through almost all its stores since September, despite being the only top 5 retailer with ne gative

growth last year

• Market share and growth differential are much more significant than the number of stores differential between Retailer E and B.

• Distributing through Retailer E would help with visibility and shelf-space share as well
Further research required
Required research

Alpha & Ruby’s distribution channel mix

Retailer E’s category Shelf-space share and volume-share

Sales Volume-share for the top 5 multiples for BETA, ALPHA & RUBY for the year
Thank you