Case Studies

driving awareness

Danone - Yoghurt

increasing sales reckitt

Dettol - Soaps and Handwash

Distribution Depth or Width

Tata Chemicals - Tata Sampann Masale

danone

Trial Generation In Store Via Promotions

P&G - Ariel

britannia-creative-used

Maximizing New Launch

Britannia - GoodDay Chocochip

britannia-creative-used

Running Promotions

Kelloggs- Chocos

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DRIVING AWARENESS

DANONE

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

Danone campaign impact sales growth

Danone unit sales per store increased by 14% &18% in Mumbai & Delhi where as category sales declined slightly by 1% &5%.

mumbai graph

Correlation matrix:

Danone correlated mostly with Britannia, Amul and lest with Mothers Recipe, Lijat Papad

correlation matrix

Danone Campaign Impact - Opportunity Identification

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

danone graph1
 danone-graph1

Increasing Sales

Reckitt - Dettol

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

Dettol share 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
dettol store graph 3

Distribution Depth or Width

Tata Masala

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

Tata Masala Distribution Gap report and Competitive Benchmarking

tata-masala-benchmarking1
tata-masala-benchmarking1

Tata Masala 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

Tata Masala Basket Analysis by SKU: Correlations

Basket Analysis by SKU: Correlations

tata-masala-basket-analysis

Tata Masala Campaign Impact

Post campaign performance of Tata Masale is 1.5x better than pre campaign

tata-masala-campaign-impact

Trial Generation In Store Via Promotions

P&G

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

P&G SMS Campaign impact

Tag Consumers – Send every Surf Excel consumer an Ariel message

41.4% conversion rate on Ariel Brand

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SMS sent to consumers:

p-g-stoariel-sms

P&G 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

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p-g-campaign-table2

Maximizing New Launch

Britannia

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

Britannia 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 gap report & Competitive Benchmarking

Distribution opportunities for different sku’s of Britannia Choco Chip

britannia-distribution-gap-table

Britannia Choco chip performance compared with competitors

britannia-choco-chip-table

Running Promotions

Kelloggs

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:

Make going back to school cool! Buy a Kellogg’s Chocos pack and get labels, bookmark scales and tiffin boxes FREE.

Kellogg’s - Share of Basket /Volume/Value trend

Average basket/volume/value share of Kellogg's Chocos over last 14 months

kelloggs-share-graph

Distribution gap

kelloggs-distribution-gap-table

Kellogg's 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

Kellogg's Other Analysis

Kellogg's Distribution , basket Share and Average bill Value

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Kellogg's Basket Correlation Matrix

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