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Dabur nepal presentation 15 july 2011

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Aalok Karna
Aalok Karna

1) The document analyzes market availability and stock holding of non-carbonated drinks (NCDs) across different retail channels in India. 2) It finds that Real is widely distributed but weaker in pan/bidi shops, while Frooti and Rio have stronger market shares in some channels. 3) Recommendations include increasing focus on weaker retail classes and channels to boost distribution and shelf share for Real.

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INTRODUCTION MARKET AVAILABILITY AND STOCK HOLDING OF NCSD INDUSTRY IN 200ML WITH SPECIAL REFRENCE WITH REAL
SAMPLING PROCEDURE CHANNEL NO.OUTLE T % OUTLET ACNIELOS N General store 124 46 17 Grocery 31 12 4 Panbidi 10 4 2 Eat &drink 85 32 13 Other 18 7 4 TOTAL 268 100 40
CHANNEL WISE SAMPLE COVERAGE OF NON CARBONATED DRINK IN RETAIL MARKET Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 110 78 59 12 30 88 26 G 31 22 20 4 8 26 6 P/B 7 7 1 2 4 3 2 E/D 72 51 37 10 20 52 29 Others 11 14 6 2 0 9 5 TOTAL 231 172 123 30 62 178 68
% of channel wise distribution of NONCARBONATED DRINK in retail market. channel Real Frooty Appy Rio Slice Redbull Others(can) GS 88.7 62.9 47.6 9.7 24.2 71.0 21.0 G 100 71.0 64.5 12.9 25.8 83.9 19.4 P/B 70 70.0 10.0 20.0 40.0 30.0 20.0 E/D 84.7 60.0 43.5 11.8 23.5 61.2 34.1 Others 61.1 77.8 33.3 11.1 0.0 50.0 27.8 TOTAL 86.2 64.2 45.9 11.2 23.1 66.4 25.4
Brand stock share in quantity(Units) in different retail channel Channe l Real Frooti Appy Rio Slice20 0 Slice25 0 Redbu ll other s Total G/S 10235 6955 3925 1051 210 840 4266 1003 28485 G 2487 1903 1071 210 188 143 922 248 7172 P/B 296 152 7 45 25 62 59 30 676 E/D 4631 2233 1163 208 89 617 1978 994 11913 OTHER S 523 1056 452 224 0 0 31 222 2858 Total 18172 12299 6618 1738 512 1662 7606 2497 51104
CHANNELWISE STR% Channel Real Frooty Appy Rio Slice20 0 Slice25 0 Redbul l Others G/S 35.9 24.4 13.8 3.7 0.7 2.9 15.0 3.5 G 34.7 26.5 14.9 2.9 2.6 2.0 12.9 3.5 PB 43.8 22.5 1.0 6.7 3.7 9.2 8.7 4.4 E/D 38.9 18.7 9.8 1.7 0.7 5.2 16.6 8.3 OTHERS 18.3 36.9 15.8 7.8 0 0 13.3 7.8 TOTAL 35.6 24.1 13.0 3.4 1.0 3.3 14.9 4.9 THRUPUT 78 71 50 58 17 55 42 37
A CLASS BEAT DISTRIBUTION(NO.OF OUTLET- 119) Chann el Real frooti Appy Rio Slice Redbul l Others G/S 51 35 24 3 12 40 8 G 13 7 7 2 2 10 3 P/B 2 3 0 0 1 2 1 E/D 36 27 20 4 11 21 17 Others 4 5 2 1 0 5 2 total 106 77 53 10 26 78 31
A CLASS BEAT DISTRIBUTION % Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 96.2 66.0 45.3 5.7 22.6 75.5 15.1 G 100 53.8 53.8 15.4 15.4 76.9 23.1 P/B 66.7 100.0 0.0 0.0 33.3 66.7 33.3 E/D 83.7 62.8 46.5 9.3 25.6 48.8 39.5 Others 57.1 71.4 28.6 14.3 0.0 71.4 28.6 TOTAL 89.1 64.7 44.5 8.4 21.8 65.5 26.1
A CLASS BEAT STR% Channel Real Frooti Appy Rio Slice 200 Slice 250 Red Bull Other s (CAN) TOTA L GS 39.8 26.3 11.9 0.7 0.6 2.7 16.2 1.8 100.0 G 51.0 13.5 9.1 7.2 0.7 1.4 12.2 4.8 100.0 P/B 37.9 29.0 0.0 0.0 0.0 11.2 19.6 2.3 100.0 E/D 38.2 16.7 7.8 1.6 0.5 5.2 16.3 13.7 100.0 Others 21.0 24.2 10.4 20.9 0.0 0.0 18.2 5.3 100.0 TOTAL 39.6 22.3 10.3 2.9 0.6 3.1 15.9 5.4 100.0 THRU'PU T 67 52 35 52 4 21 36 31
B CLASS BEAT DISTRIBUTION % Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 83.8 59.5 48.6 16.2 32.4 70.3 16.2 G 100 71.4 71.4 14.3 14.3 85.7 0.0 P/B 75 75.0 25.0 25.0 75.0 0.0 0.0 E/D 86.4 59.1 40.9 18.2 22.7 68.2 22.7 Others 57.1 100.0 42.9 14.3 0.0 28.6 14.3 TOTAL 83.1 64.9 46.8 16.9 27.3 63.6 15.6 THRUPUT 77 97 76 63 40 49 72
B CLASS BEAT STR% Channel Real Frooti Appy Rio Slice 200 Slice 250 Red Bull Others (CAN) TOTAL GS 29.3 24.1 16.9 6.3 0.9 3.1 13.6 5.7 100.0 G 23.4 43.6 11.5 0.0 5.4 1.3 14.9 0.0 100.0 P/B 31.3 33.3 2.9 6.3 10.4 15.8 0.0 0.0 100.0 E/D 37.3 17.2 11.0 4.0 0.0 6.6 19.2 4.7 100.0 Others 9.0 53.4 24.6 0.4 0.0 0.0 4.3 8.2 100.0 TOTAL 28.3 27.8 15.7 4.7 1.4 3.4 13.8 4.9 100.0 THRU'PUT 77 97 76 63 12 28 49 72
C CLASS BEAT DISTRIBUTION % Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 82.4 70.6 41.2 17.6 11.8 52.9 47.1 G 100 100.0 60.0 0.0 40.0 80.0 40.0 P/B 0 100.0 0.0 100.0 0.0 0.0 0.0 E/D 66.7 50.0 16.7 16.7 0.0 66.7 50.0 Others 0 0.0 0.0 0.0 0.0 0.0 100.0 TOTAL 76.7 70.0 36.7 16.7 13.3 56.7 46.7 THRU'PUT 64 73 67 63 77 38 17
C CLASS BEAT STR% Channel Real Frooti Appy Rio Slice 200 Slice 250 Red Bull Others (CAN) TOTAL GS 25.2 34.4 8.9 9.5 1.6 0.0 16.2 4.3 100.0 G 33.3 28.0 26.6 0.0 3.0 1.4 6.2 1.5 100.0 P/B 14.9 21.3 0.0 63.8 0.0 0.0 0.0 0.0 100.0 E/D 28.2 4.7 2.0 1.4 0.0 36.5 12.2 15.0 100.0 Others 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 100.0 TOTAL 28.0 29.3 14.0 6.0 1.9 3.9 12.3 4.5 100.0 THRU'P UT 64 73 67 63 25 51 38 17
DISTRIBUTION OF NON CABONATED DRINKS IN WHOLESALE OUTLET Brand Real Frooti Appy Rio Slice* Red Bull Others TOTAL No.of oulet 52 37 30 7 2 26 29 53 52 37 30 7 2 26 29 0 10 20 30 40 50 60 Distribution of NCD in Wholesale outlet Distribution of NCD in Wholesale outlet
AVAILABILTY OF NCD IN QUANTITY (in tray) IN WHOLESALEOUTLET Brand name Real Froo ti App y Rio Slice20 0 Slice25 0 redbul l Other s Total No.in tray 3416 2515 1040 257 15 0 1039 910 9192 3416 2515 1040 257 15 0 1039 910 0 500 1000 1500 2000 2500 3000 3500 4000 Availabilty of NCD in quantity in wholesale outlet Availabilty of NCD in quantity in wholesale outlet
AVAILABILITY OF STOCK OF NCD IN WHOLESALE STORE IN PERCENTAGE Real Frooti App y Rio Slice20 0 Slice25 0 Redbu ll others(ca n) Total % 37.2 27.4 11.3 2.8 0.2 0.0 11.3 9.9 100 37.2 27.4 11.3 2.8 0.2 0 11.3 9.9 Availabilty of stock of NCD in wholesale store in percentage Real Frooty Appy Rio slice200 Slice250 redbull
WS TRADE STR & THROUGHPUT BRAND THRU'PUT %AGE OF CATEGORY Real 66 37.9 Frooti 68 39.2 Appy 35 20.0 Rio 37 21.2 Slice 200 8 4.3 Red Bull 40 23.0 Others (CAN) 31 18.1 TOT 173 100.0
FINDINGS Real is widely available across the channel. In overall real is strong but weaker in P/B because it has equal percentage with frooty i.e70%. In A class Beat real is strong with 48%,Redbull with 2nd position having 75.5% in GS. In A class Beat STR of real is good but in other channel it is weak,but frooty &rio are strong having the STR % of 24.2% &20.9% respectively. In B class Beat real distrbution is slightly lower than overall distribution again it is weak in other
In B class throughuput is low because throughput of real is only 77 per outlet and the frooty is high with 97 and Appy with 76. In c class beat distribution% is equal with frooty i.e 100%, Redbull in 2nd position with having 80% in grocery. But in overall c class beat is dominated with the gap of 5%. In c class Beat reals throughput is weak because real has throughput of 64,frooty with 73,slice with 77 and appy with 67.
Reccomendation More concentration should be given in weak Beat classes and Channel in order to increase Distribution & STR. Differential Scheme should be planned in order to increase distribution and STR. Distribution Service & the frequent visits of salespersonnel should be increased in order to increase distribution.

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Dabur nepal presentation 15 july 2011

  • 1. INTRODUCTION MARKET AVAILABILITY AND STOCK HOLDING OF NCSD INDUSTRY IN 200ML WITH SPECIAL REFRENCE WITH REAL
  • 2. SAMPLING PROCEDURE CHANNEL NO.OUTLE T % OUTLET ACNIELOS N General store 124 46 17 Grocery 31 12 4 Panbidi 10 4 2 Eat &drink 85 32 13 Other 18 7 4 TOTAL 268 100 40
  • 3. CHANNEL WISE SAMPLE COVERAGE OF NON CARBONATED DRINK IN RETAIL MARKET Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 110 78 59 12 30 88 26 G 31 22 20 4 8 26 6 P/B 7 7 1 2 4 3 2 E/D 72 51 37 10 20 52 29 Others 11 14 6 2 0 9 5 TOTAL 231 172 123 30 62 178 68
  • 4. % of channel wise distribution of NONCARBONATED DRINK in retail market. channel Real Frooty Appy Rio Slice Redbull Others(can) GS 88.7 62.9 47.6 9.7 24.2 71.0 21.0 G 100 71.0 64.5 12.9 25.8 83.9 19.4 P/B 70 70.0 10.0 20.0 40.0 30.0 20.0 E/D 84.7 60.0 43.5 11.8 23.5 61.2 34.1 Others 61.1 77.8 33.3 11.1 0.0 50.0 27.8 TOTAL 86.2 64.2 45.9 11.2 23.1 66.4 25.4
  • 5. Brand stock share in quantity(Units) in different retail channel Channe l Real Frooti Appy Rio Slice20 0 Slice25 0 Redbu ll other s Total G/S 10235 6955 3925 1051 210 840 4266 1003 28485 G 2487 1903 1071 210 188 143 922 248 7172 P/B 296 152 7 45 25 62 59 30 676 E/D 4631 2233 1163 208 89 617 1978 994 11913 OTHER S 523 1056 452 224 0 0 31 222 2858 Total 18172 12299 6618 1738 512 1662 7606 2497 51104
  • 6. CHANNELWISE STR% Channel Real Frooty Appy Rio Slice20 0 Slice25 0 Redbul l Others G/S 35.9 24.4 13.8 3.7 0.7 2.9 15.0 3.5 G 34.7 26.5 14.9 2.9 2.6 2.0 12.9 3.5 PB 43.8 22.5 1.0 6.7 3.7 9.2 8.7 4.4 E/D 38.9 18.7 9.8 1.7 0.7 5.2 16.6 8.3 OTHERS 18.3 36.9 15.8 7.8 0 0 13.3 7.8 TOTAL 35.6 24.1 13.0 3.4 1.0 3.3 14.9 4.9 THRUPUT 78 71 50 58 17 55 42 37
  • 7. A CLASS BEAT DISTRIBUTION(NO.OF OUTLET- 119) Chann el Real frooti Appy Rio Slice Redbul l Others G/S 51 35 24 3 12 40 8 G 13 7 7 2 2 10 3 P/B 2 3 0 0 1 2 1 E/D 36 27 20 4 11 21 17 Others 4 5 2 1 0 5 2 total 106 77 53 10 26 78 31
  • 8. A CLASS BEAT DISTRIBUTION % Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 96.2 66.0 45.3 5.7 22.6 75.5 15.1 G 100 53.8 53.8 15.4 15.4 76.9 23.1 P/B 66.7 100.0 0.0 0.0 33.3 66.7 33.3 E/D 83.7 62.8 46.5 9.3 25.6 48.8 39.5 Others 57.1 71.4 28.6 14.3 0.0 71.4 28.6 TOTAL 89.1 64.7 44.5 8.4 21.8 65.5 26.1
  • 9. A CLASS BEAT STR% Channel Real Frooti Appy Rio Slice 200 Slice 250 Red Bull Other s (CAN) TOTA L GS 39.8 26.3 11.9 0.7 0.6 2.7 16.2 1.8 100.0 G 51.0 13.5 9.1 7.2 0.7 1.4 12.2 4.8 100.0 P/B 37.9 29.0 0.0 0.0 0.0 11.2 19.6 2.3 100.0 E/D 38.2 16.7 7.8 1.6 0.5 5.2 16.3 13.7 100.0 Others 21.0 24.2 10.4 20.9 0.0 0.0 18.2 5.3 100.0 TOTAL 39.6 22.3 10.3 2.9 0.6 3.1 15.9 5.4 100.0 THRU'PU T 67 52 35 52 4 21 36 31
  • 10. B CLASS BEAT DISTRIBUTION % Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 83.8 59.5 48.6 16.2 32.4 70.3 16.2 G 100 71.4 71.4 14.3 14.3 85.7 0.0 P/B 75 75.0 25.0 25.0 75.0 0.0 0.0 E/D 86.4 59.1 40.9 18.2 22.7 68.2 22.7 Others 57.1 100.0 42.9 14.3 0.0 28.6 14.3 TOTAL 83.1 64.9 46.8 16.9 27.3 63.6 15.6 THRUPUT 77 97 76 63 40 49 72
  • 11. B CLASS BEAT STR% Channel Real Frooti Appy Rio Slice 200 Slice 250 Red Bull Others (CAN) TOTAL GS 29.3 24.1 16.9 6.3 0.9 3.1 13.6 5.7 100.0 G 23.4 43.6 11.5 0.0 5.4 1.3 14.9 0.0 100.0 P/B 31.3 33.3 2.9 6.3 10.4 15.8 0.0 0.0 100.0 E/D 37.3 17.2 11.0 4.0 0.0 6.6 19.2 4.7 100.0 Others 9.0 53.4 24.6 0.4 0.0 0.0 4.3 8.2 100.0 TOTAL 28.3 27.8 15.7 4.7 1.4 3.4 13.8 4.9 100.0 THRU'PUT 77 97 76 63 12 28 49 72
  • 12. C CLASS BEAT DISTRIBUTION % Channel Real Frooti Appy Rio Slice* Red Bull Others (CAN) GS 82.4 70.6 41.2 17.6 11.8 52.9 47.1 G 100 100.0 60.0 0.0 40.0 80.0 40.0 P/B 0 100.0 0.0 100.0 0.0 0.0 0.0 E/D 66.7 50.0 16.7 16.7 0.0 66.7 50.0 Others 0 0.0 0.0 0.0 0.0 0.0 100.0 TOTAL 76.7 70.0 36.7 16.7 13.3 56.7 46.7 THRU'PUT 64 73 67 63 77 38 17
  • 13. C CLASS BEAT STR% Channel Real Frooti Appy Rio Slice 200 Slice 250 Red Bull Others (CAN) TOTAL GS 25.2 34.4 8.9 9.5 1.6 0.0 16.2 4.3 100.0 G 33.3 28.0 26.6 0.0 3.0 1.4 6.2 1.5 100.0 P/B 14.9 21.3 0.0 63.8 0.0 0.0 0.0 0.0 100.0 E/D 28.2 4.7 2.0 1.4 0.0 36.5 12.2 15.0 100.0 Others 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 100.0 TOTAL 28.0 29.3 14.0 6.0 1.9 3.9 12.3 4.5 100.0 THRU'P UT 64 73 67 63 25 51 38 17
  • 14. DISTRIBUTION OF NON CABONATED DRINKS IN WHOLESALE OUTLET Brand Real Frooti Appy Rio Slice* Red Bull Others TOTAL No.of oulet 52 37 30 7 2 26 29 53 52 37 30 7 2 26 29 0 10 20 30 40 50 60 Distribution of NCD in Wholesale outlet Distribution of NCD in Wholesale outlet
  • 15. AVAILABILTY OF NCD IN QUANTITY (in tray) IN WHOLESALEOUTLET Brand name Real Froo ti App y Rio Slice20 0 Slice25 0 redbul l Other s Total No.in tray 3416 2515 1040 257 15 0 1039 910 9192 3416 2515 1040 257 15 0 1039 910 0 500 1000 1500 2000 2500 3000 3500 4000 Availabilty of NCD in quantity in wholesale outlet Availabilty of NCD in quantity in wholesale outlet
  • 16. AVAILABILITY OF STOCK OF NCD IN WHOLESALE STORE IN PERCENTAGE Real Frooti App y Rio Slice20 0 Slice25 0 Redbu ll others(ca n) Total % 37.2 27.4 11.3 2.8 0.2 0.0 11.3 9.9 100 37.2 27.4 11.3 2.8 0.2 0 11.3 9.9 Availabilty of stock of NCD in wholesale store in percentage Real Frooty Appy Rio slice200 Slice250 redbull
  • 17. WS TRADE STR & THROUGHPUT BRAND THRU'PUT %AGE OF CATEGORY Real 66 37.9 Frooti 68 39.2 Appy 35 20.0 Rio 37 21.2 Slice 200 8 4.3 Red Bull 40 23.0 Others (CAN) 31 18.1 TOT 173 100.0
  • 18. FINDINGS Real is widely available across the channel. In overall real is strong but weaker in P/B because it has equal percentage with frooty i.e70%. In A class Beat real is strong with 48%,Redbull with 2nd position having 75.5% in GS. In A class Beat STR of real is good but in other channel it is weak,but frooty &rio are strong having the STR % of 24.2% &20.9% respectively. In B class Beat real distrbution is slightly lower than overall distribution again it is weak in other
  • 19. In B class throughuput is low because throughput of real is only 77 per outlet and the frooty is high with 97 and Appy with 76. In c class beat distribution% is equal with frooty i.e 100%, Redbull in 2nd position with having 80% in grocery. But in overall c class beat is dominated with the gap of 5%. In c class Beat reals throughput is weak because real has throughput of 64,frooty with 73,slice with 77 and appy with 67.
  • 20. Reccomendation More concentration should be given in weak Beat classes and Channel in order to increase Distribution & STR. Differential Scheme should be planned in order to increase distribution and STR. Distribution Service & the frequent visits of salespersonnel should be increased in order to increase distribution.