This document provides an overview and strategic plan for increasing market share of TOPS brand baking powder in India. Currently baking powder contributes 1% to total revenue and distribution is at 4% of outlets. The plan aims to double distribution to 8% of outlets, increase sales 100% through higher distribution to 48832 cases annually, and expand self-space with new products. Key strategies include seasonal trade schemes and quarterly performance schemes to boost retailer and distributor performance.

1. 1
Brand Plan – Baking Powder
Current Scenario-
 Currently this category contributing 1% in total revenue.
 MarriageSeasonal Sale.
 Catering type of product.
 Last year we are selling 24461 CB.
 Last year we are growing @19.00%.
 Our distribution is 4% in July 2016.
 Our Throughputper outlet is 00.4 CB in July 2016.
TOPS Baking Powder: AN OVERVIEW
Sale in 6572 CB
Sale in 2015-16 24461 CB
Sale in 2014-15 20468 CB
All India
In C.B
Avg. Sale Per Month
(2015-16)
2038
131,000 4.00% 5,240
Peak Season December 3770
Peak season sale is
253 % from Out
season sale
Out Season January 1486
Baking Powder
Seasonal Sale
Distribution 4% :
2016-17 (Apr - July)
No. of Outlets
coverage

2. 2
Top 5 State in Baking Powder sales
Objective
 Increasemarketshare.
 Increasedistribution.
 Increaseself space.
 Increaseoff take.
Competitive scenario
Comparative analysis of SKUs
TOPS Weikfeild REX
Consumer
Packs
Bulk Packs Consumer
Packs
Bulk Packs Consumer
Packs
Bulk Packs
48 X 100 g Polyjar 12 X 1 kg
Bag
100 X 50 g
Polyjar
25 X 1 kg
Bag
25 X 1 kg
Bag
Sales
U.P - East
Bihar
UP-NCR
Delhi South
Delhi West
Others
Sales
U.P - East 15.23
Bihar 12.22
UP-NCR 7.04
Delhi
South 6.44
Delhi
West 5.53
Others 53.77

3. 3
100 X 100 g
Polyjar
4 X 3 kg
Carton
100 X 100 g
Polyjar
4 X 3 kg
Carton
12 X 400 g
Polyjar
50 X 200 g
Polyjar
5 X 5 kg
Bag
30 X 400 g
Polyjar
1 X 14 kg
Tin
30 X 400 g
Polyjar
1 X 25 kg
Bag
Increase in Distributions
 Currently our distribution is 4% in July 2016.
 Increaseour distribution from4% to 8% in coming months which is 200% from
current.
 Currently our coverageis 131000 outlets
 Baking powder presentin only 5251 outlets
 After increasing distribution we go on 10502 outlets.
Distribution Plan for Baking Powder
S.No. State Total
Current Distribution
is 4% as per data of
July Field Assist
Projected
Distribution 8%
1 Delhi
a) South Delhi 3954 158 316
b) West Delhi 4154 166 332
c) North Delhi 3680 147 294
d) East Delhi 3342 134 267
e) Central Delhi 925 37 74
2 U.P
a) U.P - West 14125 565 1130
b) U.P - NCR 2490 100 199
c) U.P- East 6943 278 555
d) U.P - Central 2400 96 192
0 0

4. 4
3 Uttranchal 6426 257 514
4 Haryana
a) Haryana - NCR 1720 69 138
b) Haryana - 1 3355 134 268
c) Haryana - 2 3603 144 288
0 0 0
5 Punjab 0 0 0
a) Zirakpur 3325 133 266
b) Amritsar 5699 228 456
6 Himachal Pradesh 3200 128 256
7 Jammu & Kashmir 3559 142 285
8 Madhya Pradesh 9410 376 753
9 Chhattisgarh 5027 201 402
10 Bihar 7881 315 630
11 Jharkhand 3808 152 305
12 Gujarat 4601 184 368
13 Rajasthan - 1 5600 224 448
14 Rajasthan - 2 4675 187 374
15 West Bengal 7680 307 614
16 Odisha 7965 319 637
17 Assam 1727 69 138
Total 131274 5251 10502
Sales Projection
 Currently our Sales are 24416 CBin 2015-2016.
 IncreasefromDistribution 100%.
 Total increasein sales 100=100% Growth.
 Total volume2 times folds in currentsales which is 48832 CB incoming year.

5. 5
Self Space
 Increaseour self space by new launched product.
Trade Scheme & QPS -
Seasonal scheme calendar for Baking Powder
Sr.No. Scheme
Scheme
Type
Septe
mber
Octo
ber
Novem
ber
Decemb
er
Janua
ry
Februa
ry
Marc
h
April
1 Trade
Primary
for
retailer
11+1 11+1 11+1
2 QPS
Secondary
for
distributo
r(Single
lot)
6-9
CB=
00.5
CB
Free
10-12
CB=
1 CB
Free
6-9 CB=
00.5 CB
Free
10-12
CB= 1
CB Free
6-9 CB=
00.5 CB
Free
10-12
CB= 1
CB Free