How to expand and acquire maximum business

Qualitative inputs on the kind of packs to be focused on Study competition activities and recommend
impact outlets, given the shifting nature of sales
and in which segment? strategies to counter them
point and consumption?

Observations and findings STUDY OF NATIONAL PLAYERS & NEW ENTRANTS

Primary Research – Key Stakeholders
(Total responses received – 84)  Lowest market penetration of HBL and Industry NATIONAL PLAYERS
coverage in Grocery Stores of rural areas.
 Low share of HBL in the Industry coverage in  Region-wise targeting of brand ambassadors
Shopkeepers (10) Cafes (5) Stores (8)
Convenience Stores of rural areas.  Targeting the millennials
 Shift of consumption point towards grocery stores from  Performance Marketing Strategies
Whole seller (3) Local Restaurant (6) E&D  Delivering socially responsible messages
 Emphatic & Compassionate towards the customers
Inferences
End Consumer – Age Groups wise (48)  Acquisition focusses on Grocery stores in Rural areas
 Releasing short movies on OTD platforms for brand
followed by convenience stores in Rural and Urban recall
Key Insights & Trends areas. NEW ENTRANTS
Space constraints faced at grocery stores by the  Phase wise acquisition to capture the volatility in  Targeting the millennials
customers consumption preferences (Preferably Quarterly)  Tie-ups with Established players and cross
E&D Rural promotion
Ease of convivence pushed mobile packs consumption  High Avg
E&D Urban  Giving discounts to retailers in accessories like
Sales
fridges
Minimal Difference in pricing of the products
Convenience Rural
/acquisition
 Matching the brand ambassador’s personality with
Convenience Urban cost in
the brand.
Packs Grocery Rural acquisition of
Segment Area Convenience
 Product differentiation through attractive packaging
focused Grocery Urban
Stores in
 Channels: Airport Distribution, Tie-ups with IRCTC.
0.00 50.00 100.00 150.00
Urban Areas STRATEGIES TO COUNTER THEM
Urban IC/Mobile Packs Industry Coverage % HBL Share in Industry coverage %
Grocery
HBL Industry HBL Promoting the juice
Rural IC Packs Sales/ Industry
Share in Sales/Ac Sales/A Targeting rural grocery
Consumption   Coverage Industry quisition cquisiti category due to an
Point % stores to fight the new
Urban Mobile Packs coverage cost on cost increasing preference for a
entrants
healthier lifestyle
Convenience Grocery Urban 70.00 45.71 0.36 0.40
Rural IC Packs Grocery Rural 42.86 16.67 0.40 0.50
Mobile/Large Convenience Urban 96.67 89.66 1.67 1.00 Promoting make-your
Message based packaging
Urban own-box scheme with
Packs Convenience Rural 100.00 50.00 1.25 0.75 to promote:
E&D E&D Urban 50.00 33.33 0.30 0.50 additional merchandise
Rural Large Packs Being kind to your mind
E&D Rural 25.00 15.00 0.40 0.60 gifts
What is the best way to use the available activation and This would include quantitative inputs on which Recommend strategies to enhance the impact of
acquisition budget to maximize the revenue? segments to focus on and how much of the budget? activation budget through innovative activation ideas.

Maximizing the Revenue

Decision Factors for revenue maximization  The acquisition shall help generate maximum sales
 Convenience Stores help fetch highest sales EXPERIENTIAL MARKETING USING AR/VR
revenue/acquisition cost
Industry Coverage (%) HBL Market Share (%)  The activation cost and its effectiveness is affected by the
competition pressure factor
 Activation is most effective in Grocery Stores lying in
Activation Impact on Average revenue per urban areas
Sales outlet  The scope of acquisition is the least in Convenience stores GAMIFICATION TO INCREASE ENGAGEMENT
lying in urban areas
 The scope of acquisition is the best in Convenience stores
Customer behaviour Segment growth lying in rural areas and Grocery stores in Rural areas
Recommendations STRATEGIC TIEUPS: WITH SPOTIFY TO RECOMMEND A
 We recommend to utilize the acquisition and activation DRINK OF YOUR CHOICE ACCORDING TO THE PLAYLIST
Inferences budgets in phase wise manner (Preferably Quarterly)
 This would help accommodate the dynamically changing
 Targeting grocery segment in the rural area by spending consumer preferences
 Activation budget shall be focused on Grocery stores with
more acquisition budget as current HBL market share is proposed activation cost of 0.001057L in Urban and CORPORATE GIFTING HAMPERS- REWARDS BASED ON
0.001L in Rural Areas. EMPLOYEE PERFORMANCE
16.66% only.
 Acquisition Budget shall be focused on Convenience
 Convenience sector sales/outlet/month lacks behind stores with proposed 0.10957 acquisitions in Urban areas.
the industry average due to much activation should be
Sales/ Proposed Proposed
Revenue ONLINE CONTESTS: SHARE A “COCA-COLA MOMENT
spend in this segment to increase the sales. Consumption   number of Cost of Generated
Point acquisitions Activation WITH US AND WIN EXCITING HAMPERS”
 Market share in E&D segment for rural specific area is
Grocery Urban 0 0.001057 32845.7
very less. This can be improved by more acquisition of
Grocery Rural 0 0.001 3437.5
the outlets in this particular area. Convenience Urban 0.10957 0 42287.11 LEVERAGING THE IDEA OF FOOD TRUCKS
 Using customer analytics for acquisition of the outlets Convenience Rural 0 0 1500
E&D Urban 0 0 25000
for better visibility of the products on the shelves.
E&D Rural 0 0 4500