Case Studies

driving awareness

Popular Yogurt in the Country

increasing sales reckitt

Leading Antiseptic Handwash

Distribution Depth or Width

Trusted Masala Mixes Brand

danone

Trial Generation In Store Via Promotions

A Notable Detergent Brand

britannia-creative-used

Maximizing New Launch

A Household Name in Biscuits

britannia-creative-used

Running Promotions

Favourite Choco Cereal

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DRIVING AWARENESS

Popular Yogurt in the Country

Campaign Intent

In-store sales improvement

Brand Awareness

Cross Sell opportunities

Mode of Execution

Snapvision executed in Mumbai & Delhi stores

Benefits

50% more impactful than poster, dangler, or shelf with guaranteed visibility.

Outcome

Value sales increase 18% opportunity identified in curd category.

Creative Used:

danone

In-store Execution:

danone

Campaign impact sales growth

The unit sales per store increased by 14% and 18% in Mumbai and Delhi on the other hand the category sales declined slightly by 1% and 5% for this popular yogurt brand in the country.

mumbai graph

CORRELATION MATRIX:

This popular yogurt brand in the country correlated mostly with Britannia, Amul and lest with Mothers Recipe, Lijat Papad

correlation matrix

CAMPAIGN IMPACT - OPPORTUNITY IDENTIFICATION

Opportunity identified in SnapBizz stores among curd category where this popular yogurt brands presence is only 5% where as 50% share in flavored yogurt category

danone graph1
 danone-graph1

Increasing Sales

Leading Antiseptic Handwash

Campaign Intent

Driving Brand Equity

Data/Analytics

Mode of Execution

SnapVision

Benefits

Leverage latest initiative on the biggest brand-heavy deployment of in-store media.

Test and verify business impact.

Outcome

Incremental sales growth 10 to 16% during campaign period

Creative Used:

dettol

In-store Execution:

danone

Reckitt Benckiser Campaign Impact Baskets/Units/Sales

This leading antiseptic handwash brand grew by 16% (Baskets) ,12% (Vol) and 10% (Value) post campaign period across sponsored stores.

dettol graph 1

Reckitt Benckiser weekly Sales Trends # Baskets / Store

Incremental growth of 23%,10%,11% in sponsored stores vs non sponsored stores (basket, vol, value)

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dettol store graph 2
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dettol store graph 3

Distribution Depth or Width

Trusted Masala Mixes Brand

Campaign Intent

New Launch Maximization - Tata Sampann Spices

Challenger brand - Opportunity identification

Mode of Execution

SnapVision executed in Delhi stores

Benefits

Leverage new launch data analytics

Outcome

Brand awareness

Distribution increase

1.5x increase in sales

Creative Used:

tata masala creative used

DISTRIBUTION GAP REPORT AND COMPETITIVE BENCHMARKING CAMPAIGN IMPACT

tata-masala-benchmarking1
tata-masala-benchmarking1

THE BUYING PATTERN (MONTH): VOLUME BY WEEK

Competition is more consistent on sales throughout the month, while Tata Sampann is featuring only in monthly baskets of one time purchase.

tata-masala-buying-pattern-graph

BASKET ANALYSIS BY SKU: CORRELATIONS

Basket Analysis by SKU: Correlations

tata-masala-basket-analysis

Campaign Impact

Campaign performance of this trusted masala brand is 1.5x than the pre campaign

tata-masala-campaign-impact
tata-masala-benchmarking1
tata-masala-benchmarking1

Trial Generation In Store Via Promotions

A Notable Detergent Brand

Campaign Intent

Trial/ consumer promotion closure

Shopper engagement hotspots

Data based selling

Mode of Execution

SnapVision

SMS Campaign

Contextual promotion

Benefits

Targeted communication over brand message in-store

Smart selling

Test and Verify business impact

Outcome

30 - 40% delta on growth

Up to 45% conversion rate on SMS

Creative Used:

p-g-creative-used

In-store Execution:

pg-store-execution

SMS Campaign impact

Tag Consumers - A message to be sent to each and every detergent brand consumers from this notable detergent brand.

41.4% conversion rate on Ariel Brand

p-g-ariel-brand1

SMS sent to consumers:

p-g-stoariel-sms

Campaign Trial Machinery & Sales Increase

Sales Increase: Volume /value sales shows an incremental growth in test stores compared to control stores during campaign period on all 5 brands

p-g-campaign-table1
p-g-campaign-table2

Maximizing New Launch

A Household Name in Biscuits

Campaign Intent

Influence the sales of newly launched Good Day Choco Chip at GT stores.

Distribution gap fill.

Mode of Execution

SnapVsion

SMS Promotion

Customized consumer promotion

Ad on Bill

Benefits

Customize consumer promotions by store

Execution on a click

No need to print anything on pack

Track via bills cut in store

Test and verify business impact

Outcome

Sales growth up to 16% to 30% during campaign period

Creative Used:

britannia-creative-used

In-store Execution:

britannia-store-execution

Campaign Impact Value/Volume Sales

An increase of 16% & 32% in volume & value sales respectively during campaign period.

britannia-campaign-graph

A positive sales trend (15%) shown from a week after the start of the campaign itself

britannia-positive-sales-graph

Distribution opportunities for different SKU’s of this leading biscuit brand

britannia-distribution-gap-table

The Household name in biscuits performance compared with competitors

britannia-choco-chip-table
britannia-choco-chip-table

Running Promotions

Favourite Choco Cereal

Campaign Intent

Leveraging launch- Back to school campaign

Promotion communication on screen as well as SMS

Mode of Execution

SnapVision

Push offers/SMS

Benefits

Mobile Connect

Increase in PoS visibility

Real time data

Outcome

15% sales increase Market share by 20%

Creative Used:

kelloggs-creative-used-chocos
kelloggs-creative-used-special

SMS SENT TO CONSUMERS:

Let’s make going back to school cool! Buy your favorite choco cereal pack and get labels, bookmark scales and tiffin boxes for FREE!

FAVORITE CHOCO CEREAL - SHARE OF BASKET /VOLUME/VALUE TREND

Average basket/volume/value share of this cereal brand over last 14 months

kelloggs-share-graph

Distribution gap

kelloggs-distribution-gap-table

DISTRIBUTOR DATA CONFIRMED SALES INCREASE

15% more growth than non-campaign stores

Increased Share by 20% In 70% stores

kelloggs-distributor-image1

Snapbizz outlets when compared with similiar size outlets of same RE on the same beats are performing better. (JUNE’15 over JUNE’14 VALUE GROWTH)


Overall growth differential of 6%


Of the 72 Snapbizz outlets mapped correctly in Disha, 50 Snapbizz outlets have outgrown the the non-snapbizz outlets.

In these 50 ols:


  • 43% snapbizz outlet growth
  • -19% non-snapbizz growth
  • Hence 62% differential growth

32 outlets out of the above 50 outlets have grown more than 50%

kelloggs-distributor-image3

OTHER ANALYSIS

The Favourite choco cereal Distribution , basket Share and Average bill Value

kelloggs-analysis-table.png

BASKET CORRELATION MATRIX

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