Professional Documents
Culture Documents
Final Review
Final Review
• Project observations
• Key Takeouts
• Actionables
• Project Learnings
Project Brief
To develop a Go To Market Strategy for Saffola Aura in the General Trade Channel
DSR Product
Knowledge DSR Training &
Education
Retailer Product
Knowledge
Product detailer
Cannibalization of
sales
Lack of product Promoter spiel
Awareness
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Project deliverables
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Methodology
Research Distributor
Food Blogs Market Visits
Papers Visits
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Methodology – Primary Research
Total 48 41 23 112
Visited 17 modern trade stores to understand the difference in category play across channels
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Presence of competition
Lower Lack of
Poor Shelf number of
SKUs/variant
visibility in
selection
s store
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Pictures
Saffola Aura
Top shelf
Saffola Aura
Top shelf
Saffola Aura
Pricing
Price
Extra Virgin operating price comparison
8% 15% 38% 39%
2500 2020
2000
1500 1056
1000 840 825
630 630 430
500 310 330 325 250
0
250ml 500ml 1L 2L SKU
Borges Del Monte Leonardo Aura
Price
MOP is one of the lowest Larger
SKU
1+1 offers on stock older than 6 months
SKU Sales
Competitions plays with larger SKU
Low
Better visibility due to number of SKUs MOP
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Pricing
Price
Light/Refined operating price comparison
Borges Del Monte Leonardo Aura
3800
3% 5% 18% 34% 3250 40%
1729
1360
1025 1100
590 770 685 750
290 390
0
2 5 1L 2L 5L
SKU
LOW
Price SKU Discounts
MOP
MRP is very Major 1+1 offers Larger
high SKU:1L & on older
SKU Offers
MOP is one 2L stock (MFD
of the date
greater
lowest
than 6 Sales
months
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Pricing
2150
2000
780
450 470
250
500ml 1L 2L 5L
Pomace contributes 31% of overall sales, a play in the larger SKUs is recommended
Retailer Margins
1 Borges 6%
3 Leonardo 10%
4 Saffola Aura 5%
Consumer Insights
WOM
Digital
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Consumer Insights
N = 32 customers
Consumers on olive oil benefits Consumers on flaxseed oil benefits
5% 5%
7% 15%
13%
51% 53%
28%
24%
Heart Benefits Antioxidants Weight loss Did not know Heart Benefits
Anti bacterial Did not know Presence of OMEGA-3 Reduces Cancer
North
Highlight India South India
re PoD Fu Highlight
a
w ed n re brand Em
a co ctio a
ess ax se ts nn n aw ed Co otio
L fl efi ec al ery ax se ts nn na
of ben t V fl efi ec l
of ben t
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Distributor
Visited 16 distributors, the consolidated data on their variant sales is as follows
Variant/SKU Virgin (13%) Classic (10%) Light (46%) Pomace (31%)
250ml 8% 9% 3% -
500ml 15% 18% 5% 3%
1000ml 38% 31% 18% 8%
2000ml 39% 42% 34% 22%
5000ml - - 40% 68%
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Regression Analysis
• Presence of Point of sale communication.
• City.
• Footfall/day. N = 46 stores
The independent • Presence of MT stores in a 5km radius.
variables taken are • Channel – Self service, Key outlet.
as follows • Presence of outdoor sell out mechanisms (only
in Borges).
SSS>>>
PoS Greater Very high
Key message Footfall offtake
Outlet
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Key Takeouts
Point of sale elements tend
Retailer influence leads to to affect sales in a highly
Saffola Aura MOP consumer loss. Higher positive manner as shown
comparable to competition margins of competition the in the regression analysis.
problem
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Actionables
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Point of Sales Communication
Consumers were asked to rate five messages based on their communication
Choose Saffola Aura olive oil + flax seed oil to meet your daily need of
omega - 3
Choose Saffola Aura with 5x more Omega 3 than olive oil. The olive oil with the
power of flaxseed oil
More than just Olive oil. Saffola Aura with Antioxidants & 5x more Omega 3
than other olive oil
Try Aura olive + flax seed oil to aid in weight loss with the help of anti-oxidants
and Omega -3
Saffola Aura reduces the risk of heart disease and diabetes. It is more than just olive
oil
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Point of Sales elements
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Point of Sales elements
Neck tag
High In
store
visibility
Eyeball on
shelf &
Bottle
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Point of Sales elements
Bay Separator
High In
store
visibility
No Separates
competitor Why Bay competitors
PoS separator? from
presence product
Eye ball on
Rack
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Product Detailer card
5X more
OMEGA
not
Link to
present detailer
Absence
of SKU
Chaotic
details &
feel
Price
Why new details
product
detailer?
All
Category
benefits
code not
not on
followed
detailer
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Promoter Spiel Design
Brief and
Observations Key Takeouts Actionables Learnings
Objective
DSR Training & Education
• Saffola Aura knowledge was very poor in the market.
• DSRs thought the retailer margin was 5% when it was >20%.
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Personal Learnings
Life in a Talking to
Working with Delegation of
corporate external
teams work to others
environment stakeholders.
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Professional Learnings
Brief and
Observations Key Takeouts Actionables Learnings
Objective
Category Learnings
Brief and
Observations Key Takeouts Actionables Learnings
Objective
THANK YOU
Appendix
Presence distributor list of distributor brand distributor Questions to Pricing MoP MRP Pricing Retailer Margins MoP
sales wise sales margins distributor
Questions To communication Olive oil user spiel Saffola oil user Other oil user
Consumer Regression Regression with Product detailer
consumers consolidated spiel spiel
Insights Analysis data
consolidated Competition
competitors spiel Competitors spiel Product Brief Saffola Aura FAQs Neck tag Bay seperator
spiels green zones