Big Bazaar VideoMining
In-store Shopper Behaviour Tracking Study
Outlet : City Centre, Vashi
Project Proposal
Contents
• Introduction pg 1
• Phase 2 - Overview pg 4
• Objectives pg 7
• Floor plan pg 10
• Selected categories & brands pg 15
• Research report details - format, content, periodicity pg 19
• Costs pg 23
• Schedule of activities pg 25
• Note pg 30
Introduction
• VideoMining - a syndicated study to gain in-depth understanding of the shopping
behavior in Convenience Stores.
• Technology-enabled research will analyze convenience-store trips in-depth to provide
unparalleled visibility into the purchase decision process of key demographic
segments for all major product categories in the C-store channel.
• The precise, actionable insights will uncover hidden opportunities for developing
marketing and merchandising strategies that effectively match the needs of
convenience shoppers.
Introduction
• Convenience Retailing offers attractive opportunities for growth to consumer product
manufacturers. A key to realizing the growth potential in the C-store channel is
developing a deeper understanding of convenience shoppers, including their
responsiveness to different marketing and merchandising strategies.
• Past efforts in understanding Convenience shopping has relied on attitudinal studies,
POS data mining and qualitative observation. These methodologies do not directly
yield the necessary insights into the decision processes of the various shopper
segments. A greater visibility is needed into the in-store behavior of C-store
shoppers.
Introduction
• Powered by breakthrough technologies, VideoMining’s in-store measurement platform is now
able to capture very detailed and precise data on shopper behavior and demographics. The
automation of data collection enables large sample sizes, objectivity and accuracy needed for
actionable shopper insights. to help consumer product manufacturers and retailers optimize the
shopping trip and build incremental sales
• To meet the needs of the consumer product manufacturers and in cooperation with leading
national/regional C-store chains, VideoMining is launching a syndicated study, C-Store Shopper
Insights (CSI-1).
• This landmark study is designed to provide unprecedented insights into the shopping process of
key demographic segments for all major product categories in the C-store channel. These
insights can truly transform the shopper marketing programs for this channel.
Project overview
• The collaborative in-store research program provides a comprehensive understanding of the
purchase dynamics of convenience store shopping trips.
• The program will generate syndicated reports for over 10 major product categories by extensively
analyzing over 150,000 actual convenience store shopping trips using VideoMining’s proprietary
automated in-store measurement technology.
• The data collection will be conducted for a 4-week period across a nationwide panel of 6
geographically dispersed stores from several leading national retail chains, including 7-Eleven,
Shell and Chevron, and regional chains, including Road Ranger.
• In addition to syndicated reports that deliver a precise understanding of C-store shopper
behavior, the research program offers custom research and testing options. This provides a
platform forconsumer product manufacturers to apply the insights from syndicated reports to test
and refine their marketing and merchandising strategies prior to nation wide roll out.
Project benefits
• The reports dissect and quantify key moments of overall C-store and category-
specific shopper interactions to help identify hidden opportunities for building
incremental sales.
• The learnings that are uncovered in each category report are “must have” tools for
channel/sales strategists, category managers and brand marketers for improving
category and brand performance.
• Each report follows a fact-based methodology that helps to:
– Quantify shopper response to all marketing stimuli in the stores,
– Understand the decision drivers of key shopper demographic and trip type
segments for the category, and
– Improve category and brand performance by fine-tuning marketing and
merchandising strategies.
Research reports by category
• Each of the following categories are covered by independent syndicated reports. Note that
each category report also comes with the comprehensive analysis of the storewide C-store
shopping trips.
• Beer
• Bottled Water
• Candy
• Carbonated Beverages
• Cereal
• Cookies/Crackers
• Gum/Mints
• Ice Cream
• Non-carbonated Beverages (includes Iced Tea, Juices, New Age Beverages and Sports Drinks)
• Cigarette and Tobacco Products
• Packaged Meat
• Salty Snacks
• Sweet Snacks
The deliverables
• The reports will be delivered electronically over a secure website with relevant images, graphs,
charts, videos, tables and other visualizations, and will have five main components:
• C-store Nuggets (2-5 pages)—a section summarizing key learnings from the analysis of overall
Cstore shopping behavior along with recommendations.
• C-store Deep Dive (30-50 pages)—a section detailing how C-stores are shopped with highlights
about variations in shopping behavior across geographic regions, store formats, demographic
and
trip type segments, and times of day.
• Category Nuggets (2-5 pages)—a section summarizing key learnings from the analysis of
statistically significant data for the category along with recommendations.
• Category Deep Dive (30-50 pages)—a detailed presentation of the results of the category-
specific
research with relevant analysis, images, graphs, charts, tables and other visualizations.
• Video Nuggets (10-15 video clips)—a collection of carefully selected video clips that illustrate
interesting category shopper interactions and phenomena uncovered through the quantitative
analysis.
Scope of study
• The research program will provide an in-depth understanding of how convenience
retail is shopped with detailed information on the purchase triggers for each major
product category.
• The in-store purchase behavior of C-store shoppers will be categorized into:
• – various demographic segments based on gender and ethnicity, and
• – several trip type segments, like breakfast shoppers, newspaper shoppers,
cigarette/tobacco shoppers, cold drink shoppers, coffee/cappuccino shoppers, lottery
ticket shoppers, fill-in grocery shoppers, etc.
• The cross-category purchases of each of the shopper segments, like how many
Hispanic female shoppers purchased coffee/cappuccino and gum/mints, will be
carefully evaluated to help develop value-oriented offerings for the segments with the
greatest profitability potential.
Scope of study
• The variations in behavior and decision-making patterns will be evaluated:
• – across geographic regions, i.e. how the behavior varies among shoppers in North
vs. South,
• – between store formats, i.e. how shopper behavior varies in stores with and without
gasoline stations,
• – among demographic and trip type segments, i.e. how the behavior varies between
Hispanic male and female shoppers that primarily buy lottery, and
• – between day part and day-of-week, i.e. how shopper behavior varies during
weekdays and weekends.
• Such comprehensive evaluations will enable consumer product manufacturers to
tailor their shopper marketing to seize identified segment-specific opportunities
• In addition, the relative effectiveness of various in-store marketing tactics, e.g.,
special product displays, signage, etc., will be quantitatively evaluated.
Scope of study
• In addition to the comprehensive analysis of C-store shopping, the program will
provide in-depth analysis of the key product categories.
• The purchase behavior of various demographic and trip type shopper segments for
each product category will be quantified. Such in-depth insights will help to
understand the shopping habits of various segments while identifying the segments
with the highest profitability potential. Consumer product manufacturers can employ
the insights to refine their shopper-segmented merchandising strategies aimed at
influencing their purchase decisions.
Scope of study
• The segment-specific shopper behavior for each of the product categories will be
benchmarked with that of the C-store to identify any similarities and differences. Such
benchmarks will enable consumer product manufacturers to adapt their marketing
strategies to the targeted audience.
• A clear understanding of segment-specific shopper behavior for all in-store locations
of a category, both primary and secondary, will be generated. Such granular analysis
will help to identify the relative effectiveness of various product category locations,
like counter top displays and floor merchandising displays, etc., in driving desired
shopper behavior.
Methodology
• The landmark C-store research is based on VideoMining’s breakthrough patent-
protected in-store measurement technology that automatically derives shopper
behavior and segmentation information from in-store video.
• The process involves installation of unobtrusive ceiling-mounted video sensors to
cover the areas of interest in the store. Wall-mounted servers in the backroom of the
store then process or “mine” the video streams in real time, using proprietary
software, that converts video into rich data on shopper behavior and demographics.
Expert analysts then research the data to extract actionable shopper insights.
Methodology
• Unlike many traditional research methods, VideoMining’s approach to in-store
observation reveals what shoppers actually do —not what they say they do. This
ability to capture unaided responses to the shopping environment results in an
untainted perspective of shopping behavior. Most importantly, automation enables the
objective gathering of data from a very large sample of shoppers, delivering reliable
and representative data that is not available from traditional methods
that rely on manual processing.
• The schematic of the three-step process involved in the primary VideoMining
research methodology is shown next.
Methodology
• Triangle diagram etc
About VideoMining
• VideoMining Corporation is a leading provider of in-store intelligence for shopper
marketing. VideoMining helps consumer brands, retailers and their marketing
partners gain quantitative insights on shopping behavior. These insights help in
planning, testing, and monitoring responses to marketing and merchandising
strategies.
• VideoMining’s powerful measurement platform is based on patented, proprietary
software for converting in-store video into rich data on shopper behavior and
demographics. Headquartered in State College, PA,
• VideoMining has a growing international presence through a network of partners,
affording marketers The Power to See More™.
About GMT-India
• VideoMining Corporation is a leading provider of in-store intelligence for shopper
marketing. VideoMining helps consumer brands, retailers and their marketing
partners gain quantitative insights on shopping behavior. These insights help in
planning, testing, and monitoring responses to marketing and merchandising
strategies.
• VideoMining’s powerful measurement platform is based on patented, proprietary
software for converting in-store video into rich data on shopper behavior and
demographics. Headquartered in State College, PA,
• VideoMining has a growing international presence through a network of partners,
affording marketers The Power to See More™.
Big Bazaar City Centre Store Planogram
(VideoMining Project Phase 2)
Big Bazaar City Centre Store Planogram
(VideoMining Project Phase 2)
Categories Selected
Personal Care
Beverages
HomeCare
Hungry Kya
International
Food
Chef Zone
Personal Care Category
Head to Toe
PersonalCare
Baby Care
Men’s Grooming
Personal Care Section – Overall Section Layout
(VideoMining Project Phase 2)
Head to Toe
PersonalCare
Baby Care
Men’s Grooming
AC Ducts
Cannot Be Used To
Fix Camera
3” wide aluminum
channels supporting
tube lights
4 channels covering
width of racks below
Situated at a height
of approx 12 ft
Fire
Sprinklers
Personal Care Section – Overhead Fixtures
(VideoMining Project Phase 2)
Head to Toe
PersonalCare
Baby Care
Men’s Grooming
3ft 5inch
4 ft 4 inch
7ft 7 inch
3ft 3 inch
2 ft 2 inch3ft 3inch
2ft 2.12inch
3ft 12inch
2ft 11inch
4ft4inch
3ft 3 inch
Personal Care Section – Section & rack dimensions
(VideoMining Project Phase 2)
Personal Care
Tooth Brush
1. Colgate
2. Oral B
3. Pepsodent
4. Care Mate
(Food Bazaar In-house Brand)
Tooth Paste
1. Colgate
2. Perpsodent
3. Meswak
4. Himalaya
5. Dabur
Soap
1. Lux
2. Dettole
3. Cinthol
4. Pears
5. Dove
6. Hamam
7. Rexona
Hand wash
1. Lifebuoy
2. Dettloe
3. Pamolive
4. Fem
5. Care mate
(Food Bazaar In-house Brand)
Sanitary Pad
1. Wisper
2. Stayfree
3. She
4. WOW
(Food Bazaar In-house Brand)
Skin Care
1. Garneir
2. Fair and Lovely
3. Dove
4. Nivea
5. J&J
Personal Care (contd.)
Deodrants
1. Loaman
( due to offer)
2. Axe
3. Cinthol
4. Rexona
5. Nevvea
6. Nivea
7. Spring
Hair Oil
1. Almond Drop
2. Parachute
3. Garnier
4. Clinic Plus
5. Dabur Amla
6. Nile
7. Navratna oil
Hair Color
1. Garnier
(being promoted)
2. Lorel
3. Color Renew
4. Pallat
5. Color Soft
Shampoos
1. Clinic
2. Dove
3. Panteen
4. Head and Shoulder
5. Granier Frutis
6. Sunslik
7. Himalaya
8. Nile
9. Clinic all clear
10. Ultra Duox
11. Vatika
12. Feama
272727
Personal Care-Baby Care & Men's Grooming (contd.)
Diapers
1. Teddy
2. Pampers
3. CareMate
(Food Bazaar In-house Brand)
4.  Wipro Baby Soft
5. Huggies
 
Soap
1. J&J
2. Wipro
 
Deodrant
1.Nabeel
2.Axe
3.Gillette 
4.Nivea--( Fresh Active)
5.GR (Frangrance)
Shaving Cream
1.Gillette Foam
2.Godrej
3.Gillette
4.Nivea
5.Pamolive
After Shave
 
1. Axe
2. Gillette   
3. Park Avenue
4. FA
5. Lomani
6. Premium
Oil & Powder
J&J
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Personal Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Home Care Category
Fabriklean
HomeCare
Home Care Section – Overall Section Layout
(VideoMining Project Phase 2)
Fabriklean
HomeCare
Home Care Section – Overhead Fixtures
(VideoMining Project Phase 2)
AC Ducts
Cannot Be Used To 
Fix Camera
3” wide aluminum 
channels supporting 
tube lights 
4 channels covering 
width of racks below
Situated at a height 
of approx 12 ft
Fire 
Sprinklers
3ft3.2inch
Fabriklean
HomeCare
2ft 2.12inch 3ft 3.11inch
3ft11inch3ft3.11inch
4ft 4.9inch
3ft3.6inch
3ft 3.12inch
4ft 4.10inch
4ft
Home Care Section – Section & rack dimensions
(VideoMining Project Phase 2)
43
Soap For Washing Cloths
1.Rin
2.Sunlight 
3.Ok 
4.Tide 
5.Wheel
 
Liquid & Powder Detergent  
1.Vanish
2.Bambil
3.Comfort
4.Safe Wash
5.Revive
6.Gentele
43
Home Care
Bleach
1.Rin Ala
2.Robin 
3.Revive
 
Utensil Cleaning Cake
1.Vim
2.Clean Mate 
   (In-house Brand)
1.Prill
2.Odopic
3.Pitambury (Powder)
Liquid
1.Vim
2.Easy Of Bang ( Kitchen
Cleaner-
3.Pril 
4. Rin
5.Godrej Dishwash
6.Axion
7.Teepol
8.Bref
Detergent
1. Surf
2. Rin
3. Tide 
4. Ariel
5. Henko
6. Clean matel (Food 
Bazaar In-house Brand)
 
44
Home Care
Talcum Powder
1.Ponds
2.Nevia 
3.Cinthol 
4.Axe 
5.Cuti Cura
6.Eva
7.Navratna
8.Himami
9.Premium
Home Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Home Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Home Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Home Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Home Care Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Category
Hungry Kya Section – Overall Section Layout
(VideoMining Project Phase 2)
Hungry Kya Section – Overhead Fixtures
AC Ducts
Cannot Be Used To 
Fix Camera
3” wide aluminum 
channels supporting 
tube lights 
4 channels covering 
width of racks below
Situated at a height 
of approx 12 ft
Fire 
Sprinklers
(VideoMining Project Phase 2)
3ft3.12inch
3ft 2.11inch2ft 2.11inch
3ft
3ft 3.33inch
3ft3.12inch
3ft 3.08inch
5ft5.6inch
Hungry Kya Section – Section & rack dimensions
(VideoMining Project Phase 2)
5454
Hungry Kya……
Health Drink
1.Bornvite
2.Horlicks
3.Burst
4.Complain
Break Fast
1.Kellogs
2.Qukers
3.Bagrry
4.Good Earth
5.Jainy’s
Biscuits
1.Parle
2.Britania
3.Sunfeast
Namkins
1.Lays
2.Haldiram
3.Kurkure
4.Chandu
5.Rajan
6.Bingo
Chavandrash
1.Dabur
2.Sanjevni
3.Disney(Food Bazaar In-
house Brand)
4.Fresh & Pure (Food
Bazaar In-house Brand)
5.Himami
Jams
1.Kissan
2.Mapro
3. Tasty Treat
4.conceal
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
(VideoMining Project Phase 2)
Hungry Kya Section – Photographs of individual racks
International Food Section
InternationalFood
International Food Section – Overall Section Layout
(VideoMining Project Phase 2)
InternationalFood
International Food Section – Overhead Fixtures
(VideoMining Project Phase 2)
3” wide aluminum
channels supporting
tube lights
4 channels covering
width of racks below
Situated at a height
of approx 12 ft
Fire
Sprinklers
InternationalFood
3ft 3.3inch
2ft2.12inch3ft3.12inch
5ft5.5inch 2ft 2.11inch3ft 3.11inch
International Food Section – Section & rack dimensions
(VideoMining Project Phase 2)
686868
International Food
It’s a mix of biscuits &
cake Mix
1.Mc Vities
2.Lotte
3.Oreo
Chocolate
1.Bounty
2.Mars
3.United
4.Tiffny
Chinese and Thai
1.Kenthai
2.Kimthai
3.American garden
4.Lorreto
Pasta
1.Mama Mia
2.Spriadom
3. Barrila
4.Ankara
5.Vadigrino
69696969
International Food
Olive Oil:
1.Lenardo
2.Mama Mia
3.Seralivo
4.Philipo
5.Mosa
6.RS
7.Olitalia
Chocolates---Part of hungry
kya
1. Cabbury
2. Nestlé
3. Tiffny
4. Parle
5. Orbit
6. Kitkat
7. Yummy
(VideoMining Project Phase 2)
International Food Section – Photographs
(VideoMining Project Phase 2)
International Food Section – Photographs
(VideoMining Project Phase 2)
International Food Section – Photographs
(VideoMining Project Phase 2)
International Food Section – Photographs
Chef Zone Section
ChefZone
PetPooja
Chef Zone Section – Overall Section Layout
(VideoMining Project Phase 2)
ChefZone
PetPooja
Chef Zone Section – Overhead Fixtures
(VideoMining Project Phase 2)
AC Ducts
Cannot Be Used To
Fix Camera
3” wide aluminum
channels supporting
tube lights
4 channels covering
width of racks below
Situated at a height
of approx 12 ft
Fire
Sprinklers
ChefZone
PetPooja
3ft 3.12inch
3ft
4ft 4.6inch
3ft 3.33inch 3ft 3.33inch
2ft2.12inch3ft3.11inch
4ft 3.10inch
4ft5.6inch
Chef Zone Section – Section & rack dimensions
(VideoMining Project Phase 2)
78787878
Chef Zone
Noodles
1.Maggi
2.Chings
3.Disney(Food Bazaar In-
house Brand)
4.Sams
5.Leong
Coffee
1.Bru
2.Nescafe
Tea:
1.Society
2.Tata
3.Redlable
4.Lipton
5.Godrej
6.Parivar
Ketchup
1.Maggi
2.Kisssan
3.Heniz
4.Smith and Jones
Pickles
1.Bedhekar
2.Pravin
3.Taste it Try it(Food Bazaar In-
house Brand)
4.Mothers Recipe
5.Nilon
6.Patak
Soup
1.Maggi
2.Knor
3.Chings
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
(VideoMining Project Phase 2)
Chef Zone Section – Photographs
Golden Harvest Section
GoldenHarvest
Golden Harvest Section – Overall Section Layout
(VideoMining Project Phase 2)
GoldenHarvest
Golden Harvest Section – Overhead Fixtures
(VideoMining Project Phase 2)
(VideoMining Project Phase 2)
AC Ducts
Cannot Be Used To
Fix Camera
3” wide aluminum
channels supporting
tube lights
4 channels covering
width of racks below
Situated at a height
of approx 12 ft
Fire
Sprinklers
GoldenHarvest
3ft3ft 3.12inch
2ft2.12inch
3ft3.12inch
3ft3.11inch
3ft 3.12inch 3ft 3.12inch
2ft2.12inch3ft3.12inch3ft3.11inch
3ft3.11inch
3ft 3.11inch 4ft 4.9inch
4ft10inch
6ft
3ft3.4inch
3ft 3.4inch
3ft3.8inch
4ft 4.11inch
Golden Harvest Section – Section & rack dimensions
(VideoMining Project Phase 2)
(VideoMining Project Phase 2)
9191919191
Golden Harvest
GHEE
1.Gowardhan
2.Dynamics
3.Amul
4.Sagar
5.Fresh and Pure(Food
Bazaar In-house Brand)
6.Mother Dairy
7.Gopika(Food Bazaar In-
house Brand)
8.Britania
Oil
1.Marico
2.Sundrop
3.Fortune
4.Dhara
5.Ruchi
6.Godrej
7.Gimi
8.Panfood(Food Bazaar In-
house Brand)
Salt
1.Tata
2.Ashirwad
3.Saffola
Branded Spices
1.Badsha
2.Everest
3. Magithya
4.Ashirwad
929292929292
Golden Harvest
Branded Spices
1.Badsha
2.Everest
3.Magithya
4.Ashirwad
AATA
1.Shaktibhoj
2.Ashirwad
3.Pillsburry
4.Madam Aata
5.Fresh & Pure(Food
Bazaar In-house Brand)
Rice
1.Picrick
2.Charminar
3.Davar
4.Quilda
5.Hello Royal
Chill Station
Chill Station
Chill Station Section – Overall Section Layout
(VideoMining Project Phase 2)
Chill Station
Chill Station Section – Overhead Fixtures
3” wide aluminum
channels supporting
tube lights
4 channels covering
width of racks below
Situated at a height
of approx 12 ft
Fire
Sprinklers
(VideoMining Project Phase 2)
Chill Station
3ft 3.5inch 8ft
3ft3.11inch
2ft2.12inch
Chill Station Section – Section & rack dimensions
(VideoMining Project Phase 2)
979797979797
Chill Station
Carbonated Beverage
1.Pepsi (All Brands)
2.Coca Cola(All Brands)
Juice
1.Tropicana
2.Real (F)
3.Onjuice
4.Leaberry
Crush
1.Mapro
2.Guruji
3.Kissan
4.Manama
Cheese & Butter
1.Amul
2.Britania
3.Lemon
4.Mother Dairy
5.Fresh & Pure(Food
Bazaar In-house Brand)
98989898989898
Chill Station
Tetra Pack
1.Apply Fiz
2.AMUL MAsti
3.Fruti
4.Amul KOOL
5.Tropicana
6.Real
7.Jumpin
8.Milk Made (Nestlé)
Milk
1.Amul
2.Nestle
3.Mother Dairy
4.Godrej
5.Staeta
6.Sil
(VideoMining Project Phase 2)
Chill Station Section – Photographs
(VideoMining Project Phase 2)
Chill Station Section – Photographs
(VideoMining Project Phase 2)
(VideoMining Project Phase 2)
Chill Station Section – Photographs
(VideoMining Project Phase 2)
103

Main proposal phase ii 22.7.08

  • 1.
    Big Bazaar VideoMining In-storeShopper Behaviour Tracking Study Outlet : City Centre, Vashi Project Proposal
  • 2.
    Contents • Introduction pg1 • Phase 2 - Overview pg 4 • Objectives pg 7 • Floor plan pg 10 • Selected categories & brands pg 15 • Research report details - format, content, periodicity pg 19 • Costs pg 23 • Schedule of activities pg 25 • Note pg 30
  • 3.
    Introduction • VideoMining -a syndicated study to gain in-depth understanding of the shopping behavior in Convenience Stores. • Technology-enabled research will analyze convenience-store trips in-depth to provide unparalleled visibility into the purchase decision process of key demographic segments for all major product categories in the C-store channel. • The precise, actionable insights will uncover hidden opportunities for developing marketing and merchandising strategies that effectively match the needs of convenience shoppers.
  • 4.
    Introduction • Convenience Retailingoffers attractive opportunities for growth to consumer product manufacturers. A key to realizing the growth potential in the C-store channel is developing a deeper understanding of convenience shoppers, including their responsiveness to different marketing and merchandising strategies. • Past efforts in understanding Convenience shopping has relied on attitudinal studies, POS data mining and qualitative observation. These methodologies do not directly yield the necessary insights into the decision processes of the various shopper segments. A greater visibility is needed into the in-store behavior of C-store shoppers.
  • 5.
    Introduction • Powered bybreakthrough technologies, VideoMining’s in-store measurement platform is now able to capture very detailed and precise data on shopper behavior and demographics. The automation of data collection enables large sample sizes, objectivity and accuracy needed for actionable shopper insights. to help consumer product manufacturers and retailers optimize the shopping trip and build incremental sales • To meet the needs of the consumer product manufacturers and in cooperation with leading national/regional C-store chains, VideoMining is launching a syndicated study, C-Store Shopper Insights (CSI-1). • This landmark study is designed to provide unprecedented insights into the shopping process of key demographic segments for all major product categories in the C-store channel. These insights can truly transform the shopper marketing programs for this channel.
  • 6.
    Project overview • Thecollaborative in-store research program provides a comprehensive understanding of the purchase dynamics of convenience store shopping trips. • The program will generate syndicated reports for over 10 major product categories by extensively analyzing over 150,000 actual convenience store shopping trips using VideoMining’s proprietary automated in-store measurement technology. • The data collection will be conducted for a 4-week period across a nationwide panel of 6 geographically dispersed stores from several leading national retail chains, including 7-Eleven, Shell and Chevron, and regional chains, including Road Ranger. • In addition to syndicated reports that deliver a precise understanding of C-store shopper behavior, the research program offers custom research and testing options. This provides a platform forconsumer product manufacturers to apply the insights from syndicated reports to test and refine their marketing and merchandising strategies prior to nation wide roll out.
  • 7.
    Project benefits • Thereports dissect and quantify key moments of overall C-store and category- specific shopper interactions to help identify hidden opportunities for building incremental sales. • The learnings that are uncovered in each category report are “must have” tools for channel/sales strategists, category managers and brand marketers for improving category and brand performance. • Each report follows a fact-based methodology that helps to: – Quantify shopper response to all marketing stimuli in the stores, – Understand the decision drivers of key shopper demographic and trip type segments for the category, and – Improve category and brand performance by fine-tuning marketing and merchandising strategies.
  • 8.
    Research reports bycategory • Each of the following categories are covered by independent syndicated reports. Note that each category report also comes with the comprehensive analysis of the storewide C-store shopping trips. • Beer • Bottled Water • Candy • Carbonated Beverages • Cereal • Cookies/Crackers • Gum/Mints • Ice Cream • Non-carbonated Beverages (includes Iced Tea, Juices, New Age Beverages and Sports Drinks) • Cigarette and Tobacco Products • Packaged Meat • Salty Snacks • Sweet Snacks
  • 9.
    The deliverables • Thereports will be delivered electronically over a secure website with relevant images, graphs, charts, videos, tables and other visualizations, and will have five main components: • C-store Nuggets (2-5 pages)—a section summarizing key learnings from the analysis of overall Cstore shopping behavior along with recommendations. • C-store Deep Dive (30-50 pages)—a section detailing how C-stores are shopped with highlights about variations in shopping behavior across geographic regions, store formats, demographic and trip type segments, and times of day. • Category Nuggets (2-5 pages)—a section summarizing key learnings from the analysis of statistically significant data for the category along with recommendations. • Category Deep Dive (30-50 pages)—a detailed presentation of the results of the category- specific research with relevant analysis, images, graphs, charts, tables and other visualizations. • Video Nuggets (10-15 video clips)—a collection of carefully selected video clips that illustrate interesting category shopper interactions and phenomena uncovered through the quantitative analysis.
  • 10.
    Scope of study •The research program will provide an in-depth understanding of how convenience retail is shopped with detailed information on the purchase triggers for each major product category. • The in-store purchase behavior of C-store shoppers will be categorized into: • – various demographic segments based on gender and ethnicity, and • – several trip type segments, like breakfast shoppers, newspaper shoppers, cigarette/tobacco shoppers, cold drink shoppers, coffee/cappuccino shoppers, lottery ticket shoppers, fill-in grocery shoppers, etc. • The cross-category purchases of each of the shopper segments, like how many Hispanic female shoppers purchased coffee/cappuccino and gum/mints, will be carefully evaluated to help develop value-oriented offerings for the segments with the greatest profitability potential.
  • 11.
    Scope of study •The variations in behavior and decision-making patterns will be evaluated: • – across geographic regions, i.e. how the behavior varies among shoppers in North vs. South, • – between store formats, i.e. how shopper behavior varies in stores with and without gasoline stations, • – among demographic and trip type segments, i.e. how the behavior varies between Hispanic male and female shoppers that primarily buy lottery, and • – between day part and day-of-week, i.e. how shopper behavior varies during weekdays and weekends. • Such comprehensive evaluations will enable consumer product manufacturers to tailor their shopper marketing to seize identified segment-specific opportunities • In addition, the relative effectiveness of various in-store marketing tactics, e.g., special product displays, signage, etc., will be quantitatively evaluated.
  • 12.
    Scope of study •In addition to the comprehensive analysis of C-store shopping, the program will provide in-depth analysis of the key product categories. • The purchase behavior of various demographic and trip type shopper segments for each product category will be quantified. Such in-depth insights will help to understand the shopping habits of various segments while identifying the segments with the highest profitability potential. Consumer product manufacturers can employ the insights to refine their shopper-segmented merchandising strategies aimed at influencing their purchase decisions.
  • 13.
    Scope of study •The segment-specific shopper behavior for each of the product categories will be benchmarked with that of the C-store to identify any similarities and differences. Such benchmarks will enable consumer product manufacturers to adapt their marketing strategies to the targeted audience. • A clear understanding of segment-specific shopper behavior for all in-store locations of a category, both primary and secondary, will be generated. Such granular analysis will help to identify the relative effectiveness of various product category locations, like counter top displays and floor merchandising displays, etc., in driving desired shopper behavior.
  • 14.
    Methodology • The landmarkC-store research is based on VideoMining’s breakthrough patent- protected in-store measurement technology that automatically derives shopper behavior and segmentation information from in-store video. • The process involves installation of unobtrusive ceiling-mounted video sensors to cover the areas of interest in the store. Wall-mounted servers in the backroom of the store then process or “mine” the video streams in real time, using proprietary software, that converts video into rich data on shopper behavior and demographics. Expert analysts then research the data to extract actionable shopper insights.
  • 15.
    Methodology • Unlike manytraditional research methods, VideoMining’s approach to in-store observation reveals what shoppers actually do —not what they say they do. This ability to capture unaided responses to the shopping environment results in an untainted perspective of shopping behavior. Most importantly, automation enables the objective gathering of data from a very large sample of shoppers, delivering reliable and representative data that is not available from traditional methods that rely on manual processing. • The schematic of the three-step process involved in the primary VideoMining research methodology is shown next.
  • 16.
  • 17.
    About VideoMining • VideoMiningCorporation is a leading provider of in-store intelligence for shopper marketing. VideoMining helps consumer brands, retailers and their marketing partners gain quantitative insights on shopping behavior. These insights help in planning, testing, and monitoring responses to marketing and merchandising strategies. • VideoMining’s powerful measurement platform is based on patented, proprietary software for converting in-store video into rich data on shopper behavior and demographics. Headquartered in State College, PA, • VideoMining has a growing international presence through a network of partners, affording marketers The Power to See More™.
  • 18.
    About GMT-India • VideoMiningCorporation is a leading provider of in-store intelligence for shopper marketing. VideoMining helps consumer brands, retailers and their marketing partners gain quantitative insights on shopping behavior. These insights help in planning, testing, and monitoring responses to marketing and merchandising strategies. • VideoMining’s powerful measurement platform is based on patented, proprietary software for converting in-store video into rich data on shopper behavior and demographics. Headquartered in State College, PA, • VideoMining has a growing international presence through a network of partners, affording marketers The Power to See More™.
  • 19.
    Big Bazaar CityCentre Store Planogram (VideoMining Project Phase 2)
  • 20.
    Big Bazaar CityCentre Store Planogram (VideoMining Project Phase 2) Categories Selected Personal Care Beverages HomeCare Hungry Kya International Food Chef Zone
  • 21.
  • 22.
    Head to Toe PersonalCare BabyCare Men’s Grooming Personal Care Section – Overall Section Layout (VideoMining Project Phase 2)
  • 23.
    Head to Toe PersonalCare BabyCare Men’s Grooming AC Ducts Cannot Be Used To Fix Camera 3” wide aluminum channels supporting tube lights 4 channels covering width of racks below Situated at a height of approx 12 ft Fire Sprinklers Personal Care Section – Overhead Fixtures (VideoMining Project Phase 2)
  • 24.
    Head to Toe PersonalCare BabyCare Men’s Grooming 3ft 5inch 4 ft 4 inch 7ft 7 inch 3ft 3 inch 2 ft 2 inch3ft 3inch 2ft 2.12inch 3ft 12inch 2ft 11inch 4ft4inch 3ft 3 inch Personal Care Section – Section & rack dimensions (VideoMining Project Phase 2)
  • 25.
    Personal Care Tooth Brush 1.Colgate 2. Oral B 3. Pepsodent 4. Care Mate (Food Bazaar In-house Brand) Tooth Paste 1. Colgate 2. Perpsodent 3. Meswak 4. Himalaya 5. Dabur Soap 1. Lux 2. Dettole 3. Cinthol 4. Pears 5. Dove 6. Hamam 7. Rexona Hand wash 1. Lifebuoy 2. Dettloe 3. Pamolive 4. Fem 5. Care mate (Food Bazaar In-house Brand) Sanitary Pad 1. Wisper 2. Stayfree 3. She 4. WOW (Food Bazaar In-house Brand) Skin Care 1. Garneir 2. Fair and Lovely 3. Dove 4. Nivea 5. J&J
  • 26.
    Personal Care (contd.) Deodrants 1.Loaman ( due to offer) 2. Axe 3. Cinthol 4. Rexona 5. Nevvea 6. Nivea 7. Spring Hair Oil 1. Almond Drop 2. Parachute 3. Garnier 4. Clinic Plus 5. Dabur Amla 6. Nile 7. Navratna oil Hair Color 1. Garnier (being promoted) 2. Lorel 3. Color Renew 4. Pallat 5. Color Soft Shampoos 1. Clinic 2. Dove 3. Panteen 4. Head and Shoulder 5. Granier Frutis 6. Sunslik 7. Himalaya 8. Nile 9. Clinic all clear 10. Ultra Duox 11. Vatika 12. Feama
  • 27.
    272727 Personal Care-Baby Care& Men's Grooming (contd.) Diapers 1. Teddy 2. Pampers 3. CareMate (Food Bazaar In-house Brand) 4.  Wipro Baby Soft 5. Huggies   Soap 1. J&J 2. Wipro   Deodrant 1.Nabeel 2.Axe 3.Gillette  4.Nivea--( Fresh Active) 5.GR (Frangrance) Shaving Cream 1.Gillette Foam 2.Godrej 3.Gillette 4.Nivea 5.Pamolive After Shave   1. Axe 2. Gillette    3. Park Avenue 4. FA 5. Lomani 6. Premium Oil & Powder J&J
  • 28.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 29.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 30.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 31.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 32.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 33.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 34.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 35.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 36.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 37.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 38.
    Personal Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 39.
  • 40.
    Fabriklean HomeCare Home Care Section– Overall Section Layout (VideoMining Project Phase 2)
  • 41.
    Fabriklean HomeCare Home Care Section– Overhead Fixtures (VideoMining Project Phase 2) AC Ducts Cannot Be Used To  Fix Camera 3” wide aluminum  channels supporting  tube lights  4 channels covering  width of racks below Situated at a height  of approx 12 ft Fire  Sprinklers
  • 42.
    3ft3.2inch Fabriklean HomeCare 2ft 2.12inch 3ft3.11inch 3ft11inch3ft3.11inch 4ft 4.9inch 3ft3.6inch 3ft 3.12inch 4ft 4.10inch 4ft Home Care Section – Section & rack dimensions (VideoMining Project Phase 2)
  • 43.
    43 Soap For WashingCloths 1.Rin 2.Sunlight  3.Ok  4.Tide  5.Wheel   Liquid & Powder Detergent   1.Vanish 2.Bambil 3.Comfort 4.Safe Wash 5.Revive 6.Gentele 43 Home Care Bleach 1.Rin Ala 2.Robin  3.Revive   Utensil Cleaning Cake 1.Vim 2.Clean Mate     (In-house Brand) 1.Prill 2.Odopic 3.Pitambury (Powder) Liquid 1.Vim 2.Easy Of Bang ( Kitchen Cleaner- 3.Pril  4. Rin 5.Godrej Dishwash 6.Axion 7.Teepol 8.Bref
  • 44.
    Detergent 1. Surf 2. Rin 3.Tide  4. Ariel 5. Henko 6. Clean matel (Food  Bazaar In-house Brand)   44 Home Care Talcum Powder 1.Ponds 2.Nevia  3.Cinthol  4.Axe  5.Cuti Cura 6.Eva 7.Navratna 8.Himami 9.Premium
  • 45.
    Home Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 46.
    Home Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 47.
    Home Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 48.
    Home Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 49.
    Home Care Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 50.
  • 51.
    Hungry Kya Section– Overall Section Layout (VideoMining Project Phase 2)
  • 52.
    Hungry Kya Section– Overhead Fixtures AC Ducts Cannot Be Used To  Fix Camera 3” wide aluminum  channels supporting  tube lights  4 channels covering  width of racks below Situated at a height  of approx 12 ft Fire  Sprinklers (VideoMining Project Phase 2)
  • 53.
    3ft3.12inch 3ft 2.11inch2ft 2.11inch 3ft 3ft3.33inch 3ft3.12inch 3ft 3.08inch 5ft5.6inch Hungry Kya Section – Section & rack dimensions (VideoMining Project Phase 2)
  • 54.
    5454 Hungry Kya…… Health Drink 1.Bornvite 2.Horlicks 3.Burst 4.Complain BreakFast 1.Kellogs 2.Qukers 3.Bagrry 4.Good Earth 5.Jainy’s Biscuits 1.Parle 2.Britania 3.Sunfeast Namkins 1.Lays 2.Haldiram 3.Kurkure 4.Chandu 5.Rajan 6.Bingo Chavandrash 1.Dabur 2.Sanjevni 3.Disney(Food Bazaar In- house Brand) 4.Fresh & Pure (Food Bazaar In-house Brand) 5.Himami Jams 1.Kissan 2.Mapro 3. Tasty Treat 4.conceal
  • 55.
    Hungry Kya Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 56.
    Hungry Kya Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 57.
    Hungry Kya Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 58.
    Hungry Kya Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 59.
    Hungry Kya Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 60.
    Hungry Kya Section– Photographs of individual racks (VideoMining Project Phase 2)
  • 61.
    (VideoMining Project Phase2) Hungry Kya Section – Photographs of individual racks
  • 62.
    (VideoMining Project Phase2) Hungry Kya Section – Photographs of individual racks
  • 63.
    (VideoMining Project Phase2) Hungry Kya Section – Photographs of individual racks
  • 64.
  • 65.
    InternationalFood International Food Section– Overall Section Layout (VideoMining Project Phase 2)
  • 66.
    InternationalFood International Food Section– Overhead Fixtures (VideoMining Project Phase 2) 3” wide aluminum channels supporting tube lights 4 channels covering width of racks below Situated at a height of approx 12 ft Fire Sprinklers
  • 67.
    InternationalFood 3ft 3.3inch 2ft2.12inch3ft3.12inch 5ft5.5inch 2ft2.11inch3ft 3.11inch International Food Section – Section & rack dimensions (VideoMining Project Phase 2)
  • 68.
    686868 International Food It’s amix of biscuits & cake Mix 1.Mc Vities 2.Lotte 3.Oreo Chocolate 1.Bounty 2.Mars 3.United 4.Tiffny Chinese and Thai 1.Kenthai 2.Kimthai 3.American garden 4.Lorreto Pasta 1.Mama Mia 2.Spriadom 3. Barrila 4.Ankara 5.Vadigrino
  • 69.
    69696969 International Food Olive Oil: 1.Lenardo 2.MamaMia 3.Seralivo 4.Philipo 5.Mosa 6.RS 7.Olitalia Chocolates---Part of hungry kya 1. Cabbury 2. Nestlé 3. Tiffny 4. Parle 5. Orbit 6. Kitkat 7. Yummy
  • 70.
    (VideoMining Project Phase2) International Food Section – Photographs
  • 71.
    (VideoMining Project Phase2) International Food Section – Photographs
  • 72.
    (VideoMining Project Phase2) International Food Section – Photographs
  • 73.
    (VideoMining Project Phase2) International Food Section – Photographs
  • 74.
  • 75.
    ChefZone PetPooja Chef Zone Section– Overall Section Layout (VideoMining Project Phase 2)
  • 76.
    ChefZone PetPooja Chef Zone Section– Overhead Fixtures (VideoMining Project Phase 2) AC Ducts Cannot Be Used To Fix Camera 3” wide aluminum channels supporting tube lights 4 channels covering width of racks below Situated at a height of approx 12 ft Fire Sprinklers
  • 77.
    ChefZone PetPooja 3ft 3.12inch 3ft 4ft 4.6inch 3ft3.33inch 3ft 3.33inch 2ft2.12inch3ft3.11inch 4ft 3.10inch 4ft5.6inch Chef Zone Section – Section & rack dimensions (VideoMining Project Phase 2)
  • 78.
    78787878 Chef Zone Noodles 1.Maggi 2.Chings 3.Disney(Food BazaarIn- house Brand) 4.Sams 5.Leong Coffee 1.Bru 2.Nescafe Tea: 1.Society 2.Tata 3.Redlable 4.Lipton 5.Godrej 6.Parivar Ketchup 1.Maggi 2.Kisssan 3.Heniz 4.Smith and Jones Pickles 1.Bedhekar 2.Pravin 3.Taste it Try it(Food Bazaar In- house Brand) 4.Mothers Recipe 5.Nilon 6.Patak Soup 1.Maggi 2.Knor 3.Chings
  • 79.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 80.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 81.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 82.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 83.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 84.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 85.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 86.
    (VideoMining Project Phase2) Chef Zone Section – Photographs
  • 87.
  • 88.
    GoldenHarvest Golden Harvest Section– Overall Section Layout (VideoMining Project Phase 2)
  • 89.
    GoldenHarvest Golden Harvest Section– Overhead Fixtures (VideoMining Project Phase 2) (VideoMining Project Phase 2) AC Ducts Cannot Be Used To Fix Camera 3” wide aluminum channels supporting tube lights 4 channels covering width of racks below Situated at a height of approx 12 ft Fire Sprinklers
  • 90.
    GoldenHarvest 3ft3ft 3.12inch 2ft2.12inch 3ft3.12inch 3ft3.11inch 3ft 3.12inch3ft 3.12inch 2ft2.12inch3ft3.12inch3ft3.11inch 3ft3.11inch 3ft 3.11inch 4ft 4.9inch 4ft10inch 6ft 3ft3.4inch 3ft 3.4inch 3ft3.8inch 4ft 4.11inch Golden Harvest Section – Section & rack dimensions (VideoMining Project Phase 2) (VideoMining Project Phase 2)
  • 91.
    9191919191 Golden Harvest GHEE 1.Gowardhan 2.Dynamics 3.Amul 4.Sagar 5.Fresh andPure(Food Bazaar In-house Brand) 6.Mother Dairy 7.Gopika(Food Bazaar In- house Brand) 8.Britania Oil 1.Marico 2.Sundrop 3.Fortune 4.Dhara 5.Ruchi 6.Godrej 7.Gimi 8.Panfood(Food Bazaar In- house Brand) Salt 1.Tata 2.Ashirwad 3.Saffola Branded Spices 1.Badsha 2.Everest 3. Magithya 4.Ashirwad
  • 92.
    929292929292 Golden Harvest Branded Spices 1.Badsha 2.Everest 3.Magithya 4.Ashirwad AATA 1.Shaktibhoj 2.Ashirwad 3.Pillsburry 4.MadamAata 5.Fresh & Pure(Food Bazaar In-house Brand) Rice 1.Picrick 2.Charminar 3.Davar 4.Quilda 5.Hello Royal
  • 93.
  • 94.
    Chill Station Chill StationSection – Overall Section Layout (VideoMining Project Phase 2)
  • 95.
    Chill Station Chill StationSection – Overhead Fixtures 3” wide aluminum channels supporting tube lights 4 channels covering width of racks below Situated at a height of approx 12 ft Fire Sprinklers (VideoMining Project Phase 2)
  • 96.
    Chill Station 3ft 3.5inch8ft 3ft3.11inch 2ft2.12inch Chill Station Section – Section & rack dimensions (VideoMining Project Phase 2)
  • 97.
    979797979797 Chill Station Carbonated Beverage 1.Pepsi(All Brands) 2.Coca Cola(All Brands) Juice 1.Tropicana 2.Real (F) 3.Onjuice 4.Leaberry Crush 1.Mapro 2.Guruji 3.Kissan 4.Manama Cheese & Butter 1.Amul 2.Britania 3.Lemon 4.Mother Dairy 5.Fresh & Pure(Food Bazaar In-house Brand)
  • 98.
    98989898989898 Chill Station Tetra Pack 1.ApplyFiz 2.AMUL MAsti 3.Fruti 4.Amul KOOL 5.Tropicana 6.Real 7.Jumpin 8.Milk Made (Nestlé) Milk 1.Amul 2.Nestle 3.Mother Dairy 4.Godrej 5.Staeta 6.Sil
  • 99.
    (VideoMining Project Phase2) Chill Station Section – Photographs
  • 100.
    (VideoMining Project Phase2) Chill Station Section – Photographs
  • 101.
    (VideoMining Project Phase2) (VideoMining Project Phase 2) Chill Station Section – Photographs
  • 102.
  • 103.