Mission

$100MM NOS
Touching more stores, more completely in
more parts of Bangladesh

Resources on
People Ground to
deliver

Monitoring
Right Forward
Cover
Stocks Technology Execution
Excellence

Support to
Competitive
Prevent Brand Trade Benefits to
Parallel & Protection Terms Trade
Fake
 Building Blocks for 100 MM

 More Stores: Distribution Expansion through Unique Outlets Billed

 More Completely: Throughput Increase from GS Expansion- LPB

Core Business
Principle Deliverable 15-Oct 15-Nov 15-Dec 16-Jan 16-Feb 16-Mar 16-Apr 16-May 17-Jun Incremental

Total
More Stores Coverage 185 185 185 200 215 230 250 265 280 95
Unique Bills
Cut 75 90 115 130 140 150 160 167 175 100
More
Completely Outlet
throughput 3,333 3,333 3,043 3,846 4,286 5,000 5,000 5,389 5,714 2,381

IMS Crore
Top line BDT 25 30 35 50 60 75 80 90 100 75

*All Store Numbers are shared in 1,000s

More Stores
Building Block Deep Dive- More Stores
• What’s the Work?
Service M Stores 15-Oct 15-Nov 15-Dec 16-Jan 16-Feb 16-Mar 16-Apr 16-May 16-Jun FY Exit

Weekly Covered
Stores 10 15 30 45 55 66 80 90 100 100

Fortnightly
Covered Stores 175 170 155 155 160 165 170 175 180 185
Total 185 185 185 200 215 230 250 265 280 280
Unique Bills Cut 75 90 115 130 140 150 160 167 175 175

1. Upgrade 100 M covered stores to Weekly Activity OND JFM AMJ

Coverage
Upgrade
2. Penetrate 100 M additional stores existing stores
to Weekly
3. Enhance Productivity by 20 index points Upgrade 45
throughout Fiscal
stores/day
4. Enhance Quality Coverage through 35 store beat to 35
beats vs. 45 store beats
Expand
5. Boost Unique Bills Cut by 3X fortnightly
coverage

*All Store Numbers are shared in 1,000s

More Completely
 Covering Stores More
Completely
 Throughput from Corporate Store Programs
 PSKU distribution Strategies
 Golden Store Support Secured
 Gold Rush- Power SKU distribution Strategies in Place

Service 15-Oct 15-Nov 15-Dec 16-Jan 16-Feb 16-Mar 16-Apr 16-May 16-Jun
Golden Store
Progression 48 58 74 83 90 96 102 107 112
Category Mix
Category Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Total Cont%

Hair 5 15 13 17 20 27 25 31 35 188 34%

Shave 13 7 11 19 24 30 34 37 40 215 39%

Fem 3 3 4 5 7 8 10 11 13 64 12%

Skin 2 3 4 6 5 5 5 5 5 40 7%

Oral 2 2 3 3 4 5 6 6 7 38 7%

Total 25 30 35 50 60 75 80 90 100 545 100%

Category Cont%

1. Incremental IMS is possible from additional

7% portfolio- Fabric, Vicks
7% Hair

12%
35% Shave 2. Current Opportunities showcased come from
Fem Distributing current PSKUs into target distribution-
Skin Gillette Guard, HC Bottles, Whisper
39% Oral
 Support Required
• What’s Needed to Deliver?
Recruitment Plan Current 15-Nov 15-Dec 16-Jan 16-Feb 16-Mar 16-Apr 16-May 16-Jun

DSE 350 36 80 71 106 60 83 60 60

Merchandiser 40 53 4 60 71 30 75 92 45

TSO 46 2 10 9 13 1. 268
7 DSE 10to cover
7 top 7
100,000 outlet in F4
TM&D Exec 0 6 1 1 2 1
Frequency1 1 1
2. 185 DSE to go cover
100,000 expansion
outlets
3. Need additional 57
merchandiser to ensure
visibility
4. Need additional 57 TSO
and 3 ASM positions
focusing more on
potential growth regions
port Required
 Market Damage Settlement

Current market damage is 3 cr

- Reduce 2% trade margin from hair & skin care

- Sales required from Hair & Skin care 150 Cr
- Create fund from reducing margin and increasing sales
- As per $100MM plan, require 7 months to take back
total return (by Apr’16)
- Make No return agreement with outlets
- Outlet that will return product will be made Golden
store
Technology
TED Updates & Requirements

SAP Implementation-1st Phase

Currently being used in ALL metro market of Branches

Fundamental Tracking are:

Total Bills Cut
Unique Billing Outlets List
PSKUs distribution Tracker
By Brands distribution
Initiative Tracker
Inactive Customer’s List
Support Required

mSR 2nd Phase Development

 Will be used in metro market of Branches

 Will run in offline mode
 Outlet’s stock check will be incorporated
 Order suggestion by the app itself
 Golden Store Program incorporation with order
taking
 Outlet’s POSM checking
 Customers previous order status
 Reports based on 2nd phase developments
 Support Required
Web Portal Development
 Will be used in Distributors and SDLs
 Distributors stock management incorporation
 Purchase order and goods received synchronization
with SAP
 By outlet secondary sales data entry
 By outlet stock check
 Golden Store Programs incorporation
 Basic Reports based on captured data
 Parallel and Fake Products
•
scenario
Gillette Shave care, Pantene,
Huge volume of parallel import of Parallel SKUs
H&S, Whisper, Pampers , Olay and Oral B Impacted
• Estimated Opportunity loss $50MM Brand Parallel SKUs Source
Shave care Gillette Foam India
• India/Thailand/Dubai Source are more prone to parallel Shave care Gillette Gel Dubai
import.
Gillette After Shave
Shave care Lotion Dubai
• Fake products are mostly produced in China and Bangladesh Shave care Fusion Gel Dubai
• Now even parallel importers are illegally using Fake Shave care Guard India
look alike P&G MRP stickers to supply the Shave care Vector India
products in store Shave care Mach 3 India
• Several Area based Groups have been distributing fake Shave care Fusion Razor' India/Dubai
and parallel P&G products, taking orders from retail outlets Thailand/Duba
and delivering the next day Hair Care Pantene i
Thailand/Duba
Hair Care Head and Shoulder i
• These distributors are also going Door to Door and selling
Hair Care Mini Shampoo India
fake/parallels directly to consumers
Thailand/Duba
Skin Care Olay i
• There is NO distinguishable trademark between Oral Care Oral B India
authentic and parallel Baby Care Pampers Dubai/India
Fem Care Whisper India
• Absolutely NO protection of Brand Fake SKU
Impected Brand Fake SKUs Source
• Retailers are pushing fakes/parallels to the consumers Oral Care Oral B Bangladesh/China
for higher profit Fem Care Whisper Bangladesh/China
Skin Care Olay Bangladesh/China
Actions need to take against Parallel and Fake:
SL Actions against Parallel Owner

1. Border Market visit to identify the source of Parallel Importer from India IBL
2. Kolkata Market visit to identify the wholesalers and Distributor/stockiest to notify P&G to IBL & P&G
stop the Push in Bangladesh Market
3. Continuous Raid in the MR/Wholesale Market/Beauty/LHFS market with the help of BSTI and IBL, BSTI and RAB
Law enforcing bodies (RAB/Police) to stop parallel in the Retail.

4. Media Communication on Raid actions taken by IBL. IBL

5. Trademark Registration for all brands in Bangladesh Market. IBL and P&G
6. Brand communication to Consumer and Retailers for discouraging Parallel Product Purchase IBL and P&G
and Consumptions.
7. Special artwork for Bangladesh Market (mentioning only for Bangladesh and no RSP Mark) P&G
8. Special Checking at Dhaka Airport to Stop Luggage Party import IBL & Airport
Customs
9. Checking at Chittagong Sea Port and Benapole Sea Port to stop parallel P&G Products IBL and Port Customs
SL importsagainst Fake Producers and Importers
Actions Owner

1. Continuous Raid in the MR/Wholesale Market/Beauty/LHFS market with the help of BSTI and Law IBL, BSTI and RAB
enforcing bodies (RAB/Police) to stop parallel in the Retail.

2. Media Communication on Raid actions taken by IBL. IBL

3. Trademark Registration for all brands in Bangladesh Market. IBL and P&G

4. Brand communication to Consumer and Retailers for discouraging Fake Product Purchase and IBL and P&G
Consumptions.
5. Raid at source (China Market) P&G

6. Checking at Chittagong Sea Port and Benapole Sea Port to stop fake P&G Products imports IBL and Port Customs
 Stock Requirements for achieving 100 Cr. In June
Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Opening (LP+VAT) 32.51 33.33 52.97 58.65 70.06 72.58 78.61 53.63 28.95
Opening (LP+VAT) based on New Forecast 32.51 30.09 47.13 46.16 115.18 132.24 145.04 162.10 85.32
Purchase (LP+VAT) 18.91 42.64 28.89 34.63 24.68 28.95 - - -
Purchase Based on New IMS - - - 111.68 68.25 76.79 85.32 - -
Sales (LP+VAT) 18.09 23.00 23.21 23.23 22.16 22.92 24.98 24.68 28.95
New IMS Forecast 21.33 25.60 29.86 42.66 51.19 63.99 68.25 76.79 85.32
Closing (LP+VAT) 33.33 52.97 58.65 70.06 72.58 78.61 53.63 28.95 -
Closing after New Forecast 30.09 47.13 46.16 115.18 132.24 145.04 162.10 85.32 -
 Support Required
Support Field Quantity/Value Remarks
In BDT
Investment for 100 Cr. Purchase in January and February to meet
Stocks the Safety Stock level to achieve 100 Cr.
Sales in June’2016
Satellite 3 Three satellite operation hub to serve North,
Operation Hub South and East Region
3P logistics 8 Eight 3P logistics and transport organization
to support four region independently.
Manpower in 5 3 operation executive and transport
Supply chain executive and 2 Supply Chain executive.
and Operation
 Credit Policy Of IBL

Support Needed to reach $100MM

 Credit limit has to increase as
Current Policy per market need.
• Credit agreement with  Exclusive Credit follow-up team
shopkeepers. required for IBL.
• Post dated bank chq-  Need to give credit some special
requirement is must. outlets without PDC, as they not
give any PDC to any company.
• Current credit limit 4.00 cr.
Sales Target Credit Support
• Bill to Bill payment system Month Name % Of sales
Cr. BDT Need (BDT Cr)
except Modern Retail. October'15 25.00 5.00 20%
November'15 30.00 6.00 20%
• Agreed credit days for MR-45
December'15 35.00 7.50 21%
days & Retail -15 days January'16 50.00 11.00 22%
maximum. February'16 60.00 13.00 22%
March'16 75.00 18.00 24%
April'16 80.00 19.00 24%
May'16 90.00 22.50 25%
June'16 100.00 25.00 25%