AGENDA

I. SUMMARY OF ANALYTICS & KEY OPPORTUNITIES

II. CBO OBPPC PROPOSAL + FBO INITIAL THOUGHT
III. NEW PACK APPROVAL REQUESTS

1
PACKAGE ROLES AND PERFORMANCE: OVERVIEW

Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

On Premise

200 ml 300 ml 300/330 ml

500/600ml 750 ml

At Home

300/330 ml
750 ml 1000 ml 1250 ml 2000ml

OTG

250ml 300ml 400ml 500/600ml 750 ml 300/330 ml

Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
Approach

I. 3 lens, channel differentiation, Channel Roles, MOTOR understanding

II. Channel Segmentation

1. Convenience + Small Grocery
2. MT+ large format grocery
3. ED-I, ED-II
4. Travel
5. FMCG Wholesale
6. Cash and carry
3
CBO OBPPC

4
Channel Overview

Number of Stores Objective

Convenience + Small Grocery 1.1 Recruitment + Frequency

Modern Trade + Large Format Grocery 0.2 Frequency

E&D-I 0.3 Frequency + Recruitment

E & D - II 0.2 Frequency

Wholesale 0.1 Recruitment

Cash and Carry 75 Stores Frequency

Travel - Frequency + Recruitment

Convenience and Small Grocery
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 3 6
Pack 200 ml 300 ml 400 ml 600 ml 750 ml Pack 300 can
MRP 10 15 25 35 35 MRP 30
On Premise Price per ml 100 100 125 120 101 Price per ml 200
CBO South Retailer Margin 1.8 CBO North
3.2 4.5 6.1 3.9 Retailer Margin 4.4
(51%) excl. AP, CBO
System OI 3 & East,
40 46 156 160 System OI 102
Central AP CBO

2 2 4 6
1 Ltr (15) 1 Ltr 1.25 Ltr 1.75 Ltr 2 Ltr Pack 300 Cans
50 53 55 75 80 MRP 30
Price per ml 200
At Home (36%) 100 100 88 80 80
Retailer Margin 4.4
10.0 10.6 11.0 10.5 11.2
108 61 70 92 129 System OI 102

7 5 3 6
Pack 250 ml 300 ml 400 ml 600 ml 750 ml Pack 300 Cans

OTG MRP 20 20 25 35 35 MRP 30

200
Price per ml 160 147 125 120 101 Price per ml
(13%) Retailer Margin 3.0 3.0 4.5 6.1 3.9 Retailer Margin 4.4
System OI 37 54 46 156 160 System OI 1026
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
E&D-I
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 2 6
Pack 200 ml 300 ml 400 ml 600 ml 750 ml Pack 300 can
MRP 10 15 25 35 35 MRP 30
On Premise Price per ml 100 100 125 120 101 Price per ml 200
CBO South
excl. AP, CBORetailer Margin 1.8 CBO North
3.2 4.5 6.1 3.9 Retailer Margin 4.4
(90%) Central System OI 3 & East,40 46 156 160 System OI 102
AP CBO

3 3 4 6
1 Ltr (15) 1 Ltr 1.25 Ltr 1.75 Ltr 2 Ltr Pack 300 Cans
50 53 55 75 80 MRP 30
80 80 Price per ml 200
At Home (9%) 100 100 88
10.5 11.2 Retailer Margin 4.4
10.0 10.6 11.0
108 61 70 92 129 System OI 102

7 5 2 6
Pack 250 ml 300 ml 400 ml 600 ml 750 ml Pack 300 Cans

OTG MRP 20 20 25 35 35 MRP 30

200
Price per ml 160 147 125 120 101 Price per ml
(1%) Retailer Margin 3.0 3.0 4.5 6.1 3.9 Retailer Margin 4.4
System OI 37 54 46 156 160 System OI 102
7
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
E&D-I
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 2 6
Pack 200 ml 300 ml 400 ml 600 ml 750 ml Pack 300 can
MRP 10 15 25 35 35 MRP 30
On Premise Price per ml 100 100 125 120 101 Price per ml 200
CBO South
excl. AP, CBORetailer Margin 1.8 CBO North
3.2 4.5 6.1 3.9 Retailer Margin 4.4
(90%) Central System OI 3 & East,40 46 156 160 System OI 102
AP CBO

3 3 4 6
1 Ltr (15) 1 Ltr 1.25 Ltr 1.75 Ltr 2 Ltr Pack 300 Cans
50 53 55 75 80 MRP 30
Price per ml 200
At Home (9%) 100 100 88 80 80
Retailer Margin 4.4
10.0 10.6 11.0 10.5 11.2
108 61 70 92 129 System OI 102

7 5 2 6
600 ml 750 ml Pack 300 Cans
Pack 250 ml 300 ml 400 ml
MRP 30
OTG MRP 20 20 25 35 35
Price per ml 200
Price per ml 160 147 125 120 101
Retailer Margin 4.4
(1%) Retailer Margin 3.0 3.0 4.5 6.1 3.9
System OI 102
System OI 37 54 46 156 160
8
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
Modern Trade and Large Format Grocery
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

3 4
Pack 300ml Can 400 ml 600 ml 750 ml
MRP 30 25 35 38
On Premise Price per ml 200 125 120 101
Retailer Margin 6.3 5.3 7.4 8.0
(20%) System OI 55 28 127 61
CBO South
excl. AP, CBO
Central
1 2 5
1.75 Ltr 1 Ltr 1.25 Ltr
2.5 Ltr
75 53 55
90
80 100 88
At Home (67%) 15.8
68
11.1 11.6
18.9
45 55 63
60
3 4 CBO North
Pack 300ml Can 400 ml 600 ml 750 ml & East,
MRP 30 25
OTG Price per ml 200 125
35 38 AP CBO
120 101
Retailer Margin 6.3 5.3
(13%) System OI 55 28
7.4 8.0
127 61
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
 Travel
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 2 3 4
600 ml 750 ml Pack 300ml Can
Pack 250 ml 300 ml 400 ml
25 35 38 MRP 30
MRP 20 20
120 101 Price per ml 200
160 147 125
OTG Price per ml
Retailer Margin 3.0 3.0 5.5 7.7 8.4
Retailer Margin 6.6
System OI 48
System OI 37 54 22 118 52

Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
FMCG Wholesale
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 4
250 ml 300 ml 400 ml Pack 300 Can
20 20 25 MRP 30
IC – Single 160 147 125 Price per ml 200
3.0 3.0 3.8 Retailer Margin 4.5
Serve 37 54 64 System OI 98

2
600 ml 750 ml
IC – Multi 35 38
120 101
Serve 5.3 5.7
177 116
4
Pack 300 Can
Pack 1 Ltr 1.25 Ltr
CBO South MRP 30
excl. AP, CBO MRP 53 55
CBO North Price per ml 200
FC Central Price per ml 100 88
& East, Retailer Margin 4.5
RM/Unit 8.0 8.3 AP CBO System OI 98
System OI 93 103 11
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
 Cash and Carry
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

Pack 300ml Can 250 ml

MRP 30 20
IC Price per ml 200 160
Retailer Margin 6.3 4.2
Single Serve System OI 55 8

600 ml 750 ml
35 38
IC 120 101
7.4 CBO
8.0 North
Multi Serve 127
& East,
61
AP CBO

2 Ltr Pack 300 Can

Pack 1 Ltr 1.25 Ltr 80 MRP 30
CBO South MRP 53 55 Price per ml 200
FC excl. AP, CBO
Central
Price per ml 100 88
80
Retailer Margin 6.3
16.8
RM/Unit 11.1 11.6 System OI 55
78 12
System OI 55 63
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
Pack Priorities
1. 1L PET

2. 2.5L PET

3. 1.75L PET

13
System OI
Volume ( In Mn UC)
UC 2014 2015
Growth
MRP Sys OI Vol. (UC) MRP Sys OI Vol. (UC)
RGB 200 10 3 68 10 2.4 76.0 12%
RGB 300 14 21 10 15 31.8 9.0 -11%
PET 250 20 37 0 20 29.5 1.0 -
PET 300 20 23 0 20 18.4 0.0 -
PET 400 24 32 21 25 37.1 45.1 115%
PET 500 31 106 6 30 72.4 0.0 -100%
PET 600 32 95 35 36 125.2 18.0 -49%
PET 750 35 113 60 38 128.5 80.4 34%
PET 1000 50 105 0 50 84.4 14.8 -
PET 1250 52 48 50 55 56.3 47.0 -6%
PET 1500 55 70 5 60 86.6 0.0 -100%
PET 1750 65 61 5 75 96.2 6.1 29%
PET 2000 78 118 33 80 103.4 94.0 183%
PET 2250 78 85 52 82 87.8 0.0 -100%
PET 2500 85 85 0 85 68.4 3.0 -
CANS 25 59 6 30 100.0 8.0 25%
TOTAL UC Vol. 352 402 14%
Total Transactions 189 221 17%

System OI (In Mn Rs.) 8738 11160 28%

System OI Per UC (In Rs.) 24.8 27.7 12%
System OI Per PC (in Rs.) 46.3 50.9 10%
FBO OBPPC

15
Convenience and Small Grocery
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 3 6
Pack 200 ml 300 ml 600 ml 600 ml 750 ml Pack 300ml Can
MRP 10 15 32 35 35 MRP 30
On Premise Price per ml 100 100 107 117 93 Price per ml 200
Retailer Margin 1.8 3.2 6.1 6.1 3.9 Retailer Margin 4.4
(51%) System OI 13 50 111 152 127 System OI 112

2 4 6
1 Ltr(15) 1 Ltr 1.25 Ltr 1.75 Ltr 2 Ltr Pack 300ml Can
50 53 55 75 80 MRP 30
100 106 88 86 80 Price per ml 200
At Home (36%) 10.6 10.6 11.0 10.5 11.2 Retailer Margin 4.4
118 92 80 130 139 System OI 112
7 3 6
250 ml 300 ml 400 ml 600 ml Pack 300ml Can
600 ml 750 ml
20 20 25 MRP 30
OTG 160 133 125
32 35 35
Price per ml 200
107 117 93
3.0 3.0 4.5 Retailer Margin 4.4
(13%) 47 35 56
6.1
111
6.1
152
3.9
127 System OI 112
16
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
E&D-I
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 2 6
Pack 200 ml 300 ml 600 ml 600 ml 750 ml Pack 300ml Can
MRP 10 15 32 35 35 MRP 30
On Premise Price per ml 100 100 107 117 93 Price per ml 200
Retailer Margin 1.8 3.2 6.1 6.1 3.9 Retailer Margin 4.4
(90%) System OI 13 50 111 152 127 System OI 112

3 4 6
1 Ltr(15) 1 Ltr 1.25 Ltr 1.75 Ltr 2 Ltr Pack 300ml Can
50 53 55 75 80 MRP 30
Price per ml 200
At Home (9%) 100 106 88 86 80
Retailer Margin 4.4
10.6 10.6 11.0 10.5 11.2
118 92 80 130 139 System OI 112

5 2 6
250 ml 300 ml 400 ml 600 ml Pack 300ml Can
600 ml 750 ml
MRP 30
OTG 20 20 25 32 35 35
Price per ml 200
160 133 125 107 117 93
Retailer Margin 4.4
(1%) 3.0 3.0 4.5 6.1 6.1 3.9
System OI 112
47 35 56 111 152 127
17
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
E & D - II
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 2 6
Pack 200 ml 300 ml 600 ml 600 ml 750 ml Pack 300ml Can
MRP 10 15 32 35 35 MRP 30
On Premise Price per ml 100 100 107 117 93 Price per ml 200
Retailer Margin 1.8 3.2 6.1 6.1 3.9 Retailer Margin 4.4
(90%) System OI 13 50 111 152 127 System OI 112

3 4 6
1 Ltr(15) 1 Ltr 1.25 Ltr 1.75 Ltr 2 Ltr Pack 300ml Can
50 53 55 75 80 MRP 30
86 80 Price per ml 200
At Home (9%) 100 106 88
10.5 11.2 Retailer Margin 4.4
10.6 10.6 11.0
118 92 80 130 139 System OI 112

5 2 6
250 ml 300 ml 400 ml 600 ml Pack 300ml Can
600 ml 750 ml
20 20 25 MRP 30
OTG 160 133 125
32 35 35
Price per ml 200
107 117 93
3.0 3.0 4.5 Retailer Margin 4.4
(1%) 47 35 56
6.1
111
6.1
152
3.9
127 System OI 112
18
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
Modern Trade and Large Format Grocery
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

3 4
Pack 300ml Can 300 ml 600 ml 600 ml 750 ml
MRP 30 20 32 35 35
On Premise Price per ml 200 133 107 117 93
Retailer Margin 6.3 4.2 6.7 7.4 7.4
(20%) System OI 65 6 97 123 43

1 2 5
1.75 Ltr 2 Ltr 2.5 Ltr 1 Ltr 1.25 Ltr
75 80 90 53 55
86 80 106 88
At Home (67%) 15.8 16.8
72
11.1 11.6
18.9
83 88 96 85 73
3 4
Pack 300ml Can 300 ml 600 ml 600 ml 750 ml
20 32 35 35
OTG MRP
Price per ml
30
200 133 107 117 93

(13%) Retailer Margin

System OI
6.3
65
4.2
6
6.7
97
7.4
123
7.4
43
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
Travel
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 2 3
600 ml 600 ml 750 ml Pack 300ml Can
250 ml 300 ml 400 ml
20 20 25 32 35 35 MRP 30
107 117 93 Price per ml 200
160 133 125
OTG 3.0 3.0 5.5 7.0 7.7 7.7
Retailer Margin 6.6
System OI 58
47 35 32 89 115 35

Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
FMCG Wholesale
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

1 4
Pack 300 ml 300 Pack 300ml Can
MRP 20 20 MRP 30
IC – Single Price per ml 133 133 Price per ml 200
Retailer Margin 3.0 4.2 Retailer
Serve System OI 35 6 Margin 6.6
System OI 58

2
600 ml 600 ml 750 ml
IC – Multi 32 35 35
107 117 93
Serve 4.8 7.7 7.7
143 115 35

3 4
Pack 1 Ltr 1.25 Ltr Pack 300ml Can
MRP 53 55 MRP 30
FC Price per ml 106 88 Price per ml 200
RM/Unit 11.7 12.1 Retailer
Margin 6.6
System OI 79 67 21
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case System OI 58
Cash and Carry
Entry (20-25%) Frequency (50 – 55%) Upsize (20 – 25%) Upscale (5%)

Pack 300ml Can 300 ml

MRP 30 20
IC Price per ml 200 133
Retailer Margin 6.3 4.2
Single Serve System OI 65 6

600 ml 600 ml 750 ml

32 35 35
IC 107 117 93
6.7 7.4 7.4
Multi Serve 97 123 43

2 Ltr Pack 300ml Can

Pack 1 Ltr 1.25 Ltr
80 MRP 30
MRP 53 55
200
FC Price per ml 106 88 80 Price per ml
16.8 Retailer
RM/Unit 11.1 11.6
88 Margin 6.3
System OI 85 73
System OI 6522
Note: price per ml is indexed with 200ml @ Rs. 10/- at 100; Retailer margin is per bottle; System OI is per Physical Case
Pack Priorities
1. 300ml PET : Combo Pack

2. 2.5 L PET

3. 1.75 L PET

23
System OI
Volume ( In Mn UC)
UC 2014 2015
Growth
MRP Sys OI Vol. (UC) MRP Sys OI Vol. (UC)
RGB 200 10 3 37 10 10 44 19%
RGB 300 14 21 12 15 40 11 -7%
PET 250 20 37 0 20 38 0 -
PET 300 20 23 0 20 12 1 -
PET 400 24 32 0 25 45 0 -
PET 500 31 106 5 32 79 0 -100%
PET 600 32 95 41 35 122 32 -22%
PET 750 35 113 0 35 102 20 -
PET 1000 50 105 0 53 126 6 -
PET 1250 52 48 26 55 64 22 -15%
PET 1500 55 70 0 55 99 0 -
PET 1750 65 61 0 75 136 5 -
PET 2000 78 118 75 80 111 82 10%
PET 2250 78 85 0 80 97 0 -
PET 2500 85 85 0 90 97 0 -
CANS 25 59 2 30 191 3 20%
TOTAL UC Vol. 198 226 14%
Total Transactions 107 122 14%

System OI (In Mn Rs.) 6220 7387 19%

System OI Per UC (In Rs.) 31.5 32.7 4%
System OI Per PC (in Rs.) 58.3 60.5 4%
System OI

Rs. 2015 2016 2017

MRP 20 20 22 25 22 25
250 ml PET
Sys OI 36.7 17.2 40 74.4 19.9 47.3

MRP 20 20 22 25 22 25
300 ml PET
Sys OI 25.1 7.3 30.2 64.5 11.4 38.8

Rs. 2014 2015

MRP 30 33 35
600 ml PET
Sys OI 97 115 142

MRP - 35 38
750 ml PET
Sys OI - 117 160
Pack Wise System OI Contribution

Sales UC
29% 30%
25%
15%
1%

RGB Mobile Fridge Pack Large PET Cans

Transactions
50%

21% 17%
10%
2%

RGB Mobile Fridge Pack Large PET Cans

System OI
45%
31%

9% 11%
3%

RGB Mobile Fridge Pack Large PET Cans

Proposed New Mold : Approvals required

• 1000 ml PET : Contour, Dimple and Generic

• 2500 ml PET: Contour and Generic

• 300 ml PET: Contour, Dimple and Generic

28
THANKS

Title of Presentation
Classified - Internal use