This document contains an agenda and analysis for Vibhore Agarawal on drug and grocery market sectors. It includes: 1) Market overviews showing top brands' market shares over 5 years. 2) Time series analysis of drug and grocery store sales data, including price and sales trends and 10-week sales forecasts. 3) Customer segmentation based on demographics and purchasing patterns to identify target segments. 4) Affinity analysis to identify private label and Scott competitors' strongest customer attributes and recommendations.

1. VIBHORE AGARAWAL

2. AGENDA
MARKET OVERVIEW
TIME SERIES ANALYSIS
SEGMENTATION AND TARGETING OF CUSTOMERS
AFFINITY ANALYSIS FOR COMPETITOR IDENTIFICATION

3. MARKET OVERVIEW
MARKET
SHARE
DRUG SECTOR GROCERY SECTOR
A N G E L
S O F T
9 . 0 3 %
K L E E N E X
1 5 . 2 7 %
S C O T T
1 6 . 4 0 %
P R I V A T E
L A B E L
2 0 . 0 4 %
C H A R M I N
2 0 . 7 0 %
C H A R M I N
1 1 . 6 9 %
Q U I L T E D
N O R T H E R N
1 2 . 7 0 %
K L E E N E X
1 4 . 4 9 %
P R I V A T E
L A B E L
1 5 . 5 0 %
S C O T T
1 4 . 4 1 %
81.44 % 68.79%
5 Y E A R S S A L E S C O N S I D E R E D H E R E

4. AGENDA
MARKET OVERVIEW
TIME SERIES ANALYSIS
SEGMENTATION AND TARGETING OF CUSTOMERS
AFFINITY ANALYSIS FOR COMPETITOR IDENTIFICATION

5. • Plotted trends for unit price vs week and sales vs week using PROC LOESS
• A dip in unit prices lead to increase in sales for particular week as it can be seen
• The prices fall on a frequency of about once a month throughout the year
TIME SERIES ANALYSIS
1 Y E A R S A L E S C O N S I D E R E D H E R E
DRUG STORE DATA

6. Plotted trends for sales per week and forecasted sales for coming 10 weeks (95% confidence level) using PROC FORECAST for
DRUG STORE DATA
TIME SERIES ANALYSIS
1 Y E A R S A L E S C O N S I D E R E D H E R E

7. TIME SERIES ANALYSIS
1 Y E A R S A L E S C O N S I D E R E D H E R E
• Plotted trends for unit price vs week and sales vs week using PROC LOESS
• A dip in unit prices lead to increase in sales for particular week as it can be seen
• The prices fall on a frequency of about once a month throughout the year
GROCERY STORE DATA

8. TIME SERIES ANALYSIS
1 Y E A R S A L E S C O N S I D E R E D H E R E
Plotted trends for sales per week and forecasted sales for coming 10 weeks (95% confidence level) using PROC FORECAST for
GROCERY STORE DATA

9. AGENDA
MARKET OVERVIEW
TIME SERIES ANALYSIS
SEGMENTATION AND TARGETING OF CUSTOMERS
AFFINITY ANALYSIS FOR COMPETITOR IDENTIFICATION

10. SEGMENTATION AND TARGETING OF CUSTOMERS
Key Metrics related to final Segmentation – DRUG STORES
A B C
28 14 21
22 15 23
23 12 26
28 11 26
18 18 21
Male Working Hour Bucket
VH
H
M
L
VL
SalesPotential
Total 119 70 117 306
Total
63
60
61
65
57
2 Y E A R S S A L E S C O N S I D E R E D H E R E
Sales Potential Bucket (in $)
VL L M H VH
<=1.99 >=2 and
<=4.26
>=4.42 and
<=7.49
>=7.5 and
<=12.55
12.62+
Male Working Hour Code Bucket
C B A
Working
Class
Retired and
Student
Not
Employed
A B C
2 5 13
3 6 11
2 5 17
3 14 12
2 13 13
No of Pets Bucket
VH
H
M
L
VL
SalesPotential
Total 12 43 66 121
Total
20
20
24
29
28
No of Pets Bucket
C B A
1 2-3 4-5
Only 121 out of 306
Panelist had pets
A B C
23 33 6
17 33 10
20 37 4
24 35 6
19 37 1
Marital Status Bucket
VH
H
M
L
VL
SalesPotential
Total 103 175 27 121
Total
62
60
61
65
57
305
1 Panelist Marital
Status was missing
Marital Status Bucket
C B A
Single Married Divorces / Separated /
Widowed
Total Scott
Buyer = 306

11. SEGMENTATION AND TARGETING OF CUSTOMERS
Key Metrics related to final Segmentation – GROCERY STORES
A B C
247 162 55
201 184 79
180 167 116
186 183 118
167 164 108
Family Size Bucket
VH
H
M
L
VL
SalesPotential
Total 981 860 476 2317
Total
464
464
463
487
439
2 Y E A R S S A L E S C O N S I D E R E D H E R E
Sales Potential Bucket (in $)
VL L M H VH
<= 5.49 >= 5.5 and
<= 11.49
>= 11.6 and
<= 25.26
>=25.28
and <=51
>= 51.28
Age Group Male HH Bucket
C B A
18-44 Yrs. 45 – 64 Yrs. 65+ Yrs.
A B C
89 214 52
103 165 67
78 154 57
105 151 71
76 137 77
Age Group Male HH Bucket
VH
H
M
L
VL
SalesPotential
Total 451 821 324 1596
Total
355
335
289
327
290
Family Size Bucket
C B A
1 Person 2 Person 3+ Person
Only 1596 out of
2317 Panelist age
were known
A B C
135 190 30
134 183 19
132 141 16
129 179 20
136 139 15
Male HH Education Level
VH
H
M
L
VL
SalesPotential
Total 666 832 100 121
Total
355
336
289
328
290
1598
Only 1598 out of 2317 Panelist
HH’s Male Educational Level
were known
Male HH Educational Level Bucket
C B A
High
School
Undergrad.
College
Post Graduate and
Working Class
Total Scott
Buyer = 2317

12. SEGMENTATION AND TARGETING OF CUSTOMERS
RECOMMENDATIONS
2 Y E A R S S A L E S C O N S I D E R E D H E R E
• The Segmentation of customers attributes based on sales potential gives a snapshot of the figures most important to the
company
• Target the potential customers for both – DRUG and GROCERY sector, that lie towards the Lower Segments – VL, L, M buckets
and strategize on decreasing the count and thereby increasing the count of – VH and H bucket

13. AGENDA
MARKET OVERVIEW
TIME SERIES ANALYSIS
SEGMENTATION AND TARGETING OF CUSTOMERS
AFFINITY ANALYSIS FOR COMPETITOR IDENTIFICATION

14. AFFINITY ANALYSIS FOR COMPETITOR IDENTIFICATION
2 Y E A R S S A L E S C O N S I D E R E D H E R E
Confidence % Antecedent – Consequent Lift Ratio
50.65 Private Label – Scott 1.71
GROCERY STORE ASSOCIATION FOR SCOTT SALES
Confidence % Antecedent – Consequent Lift Ratio
34.64 Private Label – Scott 7.48
DEPARTMENTAL STORE ASSOCIATION FOR SCOTT SALES
DRUG STORE
PRIVATE LABEL SCOTT
INPUT VARIABLE ODDS INPUT VARIABLE ODDS
Number of Dogs 1.11761 Number of Dogs 0.60272
Number of Cats 1.13406 Number of Cats 0.89776
Marital status 1.22886 Marital Status 0.97496
RECOMMENDATIONS
• People with pets prefer Private Label over SCOTT. Associate the brand package with introducing an animal
mascot such as dogs or cats on the packaging to attract pet owners for the initial quarter.
• People who are single prefer Private Label over SCOTT. Displaying the advertisement in the dating applications
to attract single people.
GROCERY STORE
PRIVATE LABEL SCOTT
INPUT VARIABLE ODDS INPUT VARIABLE ODDS
HH_Age 0.88134 HH_Age 1.12714
Marital status 1.09677 Marital Status 0.98973
RECOMMENDATIONS
• Younger generation prefer Private Label over SCOTT. Younger generation are maximum found in universities
and colleges. Associating brand with facial wipes and tissues would help brand awareness amongst
youngsters.

15. THANK YOU
“ If you torture data long enough, it would confess to anything you’d like. “
- R.H. Coase,
British Economist