Wipro Consumer Products wants to understand the deodorant market in India to identify opportunities for growth. Nielsen's analysis shows that the market is valued at Rs. 2,246 crores and growing at 5.9%, but volume is declining as average prices rise. Major brands like Fogg, Axe, and Engage have the largest market shares. The urban youth is the key target segment. Wipro could focus on smaller pack sizes, new formats, and expanding distribution to penetrate new regions to increase sales.

1. SUMMER INTERNSHIP PROJECT
PRESENTATION
SUBMITTED BY : SUSHANT PURI
ROLL NO : 163
XAVIER INSTITUTE OF MANAGEMENT & ENTERPRENUERSHIP ,
BANGALORE

2. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
2
NIELSEN
Whether you're eyeing markets in the next town or across continents, we understand the
importance of knowing what consumers watch and buy. That's our passion and the very heart of
our business.
We study consumers in more than 100 countries to give you the most complete view of trends and
habits worldwide. And we're constantly evolving, not only in terms of where we measure, or who
we measure, but in how our insights can help you drive profitable growth.
Whether your business is a multinational enterprise or a single storefront, we believe innovation is
the key to success, in both what you create and how you market your products and ideas. That's
why we continue to develop better solutions to help you meet the needs of today's consumers, and
find out where they're headed next.
So let's put our heads together. We'll bring our insight to your business and help you grow.
WHAT WE MEASURE
 RETAIL
 ONLINE
 GLOBAL CONSUMER CONFIDENCE
 DIGITAL

3. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
3
RMS( Retail Measurement Service)
Which
companies/
brands are
present in the
market?
How much
business
(value/volume)
do these brands
do?
How are these
brands
distributed in the
market?
What is the
market share of
each brand?
 The market can be
understood by studying the
Population Census
(commonly available from
Government agencies) and
by profiling the Retail
stores in the market
 With the understanding of
Market Universe, we can
then use a Sample based
methodology to measure
data for the entire
market…
RMS METHODOLOGY

4. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
4
RETAIL MARKET MEASUREMENT
Where does the
population reside -
Major cities/Smaller
cities? Rural
population?
What type of retail
environment is
prevalent – types
of retail stores?
What store
types/channels do
consumers buy
from? What about
Modern Trade?
 UNDERSTAND THE MARKET
STRUCTURE
 DETERMINE A
REPRESENTATIVE SAMPLE
 CAPTURE DATA MONTHLY
FROM STORES
 EXTRAPOLATE SAMPLE
DATA FROM UNIVERSE
 GENERATE FINAL DATABASE.
DEFINE
UNIVERSE
DESIGN
SAMPLE
AUDIT DATA
CONDUCT
AUDIT
PROJECT
AUDIT DATA
GENERATE
CLIENT
DELIVERABL
ES
RMS END TO END PROCESS

5. UNDERSTANDING RETAIL
LANDSCAPE OF
DEODORANT MARKET IN
INDIA ON THE
PERSPECTIVE OF
WIPRO CONSUMER CARE

6. What is the market size of Deodorants in India?
What are the major brands in India?
Which deodorant formats are seeing most dynamic growth?
What are the key trends in product development?
What is the market share, growth, sales and distribution of major players in the market?
What is the scope of Wipro consumer product to increase sales ?
Business questions ?
The main objective for this study to understand the scope where Wipro can grow and invest
so to increase his sales and compete in the market ?

7.  Larger can size of aerosol say 100 -300 Ml
are growing in India for the category of
deodorant.
 As the category is driven by impulse buying
behavior and has low brand loyalty,
manufacturers are launching variants based
on fragrances to remain strong.
 users buying multiple brands or variants
for different occasions also drove growth in
this category.
 Through offering lower price points, the use
of smaller pack sizes can help increase the
sales .
 Introduction of new form like no gas only
spray of Vini cosmetics is also driving
manufacturers to innovate on there
products.
 There are more than 500 deodorant brands
in India.
 Evolving consumer preferences, lifestyle
changes are some of the factors for pushing
manufacturers to come up with a new
product.
 The urban youth is increasingly looking for
grooming choices and deodorants are
becoming an integral lifestyle product.
 Deodorant is mostly present in urban
market but slowly its penetrating urban
market in India .
 The Fragrance category is valued at INR
2910.8 crores in India and growing at
6.8%.
 Deodorant is valued at 2,246 crores in India
and is growing at 5.9 % .
 Perfume is valued at 656.7 crores in India
and is growing at 10%
 Cologne is valued at 7.7 crores having a
negative growth rate in India
 Out of total fragrance category no of users
men are (56.7%) and women are
(20.4%)
 Urban market is the major market for
fragrance category .
Category overview
Market overview Key trends Growth Drivers

8. Value in
crores
Contribution
from men
(Val in crs)
No of users
men in %
Contribution
from women
(Val in crs)
No of users
women in %
Fragrance 2910.8 1676.7 57.6 594.6 20.4
Category Performance All India
Value
in
crores
2014
Value
in
crores
2015
MS
VAL%
2014
MS
Val
%
201
5
Growt
h % in
Val
2014
Grow
th %
in Val
2015
Vol in
tons
2014
Vol in
tons
2015
MS vol
2014
MS
Vol
2015
Growth
% in
vol
14
Growt
h % in
vol
15
AVG
price /kg
14
AVG
Price/
kg15
Fragrance 2,725.9 2,910.8 100.0 100.0 6.7 6.8 20,509.4 19,985.9 100.0 100.0 -0.9 -2.6 119.0 121.3
Deodorant 2,120.3 2,246.4 77.8 77.2 9.4 5.9 18,257.6 17,586.1 89.0 88.0 -0.3 -3.7 162.2 172.5
Perfume 597.0 656.7 21.9 22.6 -2.0 10.0 2,167.3 2,331.1 10.6 11.7 -5.3 7.6
Cologne 8.6 7.7 0.3 0.3 -5.9 -9.6 84.5 68.6 0.4 0.3 -12.6 -18.7
29.5
23.923.4
23.2
CONTRIBUTION FROM ZONES
north zone
south zone
East zone
West zone
 As compare to last year category by value it is growing by 6.8% because the
Avg price / unit is increasing
 If you see change in % vol is negative that means consumption is going down .
 Similarly for deodorant segment it is growing in terms of Val by 5.9 %.
 But if you see growth in vol its negative that is consumption decrease as the
Avg price / unit is increased .
 Major contributor in the category of fragrance is by men by adding (1676.7
crs ) and by women it is (594.6 crs).
 So the Fragrance industry is Dominated by men covering (57.6%) and
women are (20.4%) and rest are o

9. 75.8 77.8 77.2
23.8 21.9 22.6
0.4 0.3 0.3
YE13 YE14 YE15
All India (U+R)
79.9 79.5
19.7 20.2
0.4 0.3
YEC14 YEC15
All India Urban
63.9
62.5
36.1
4.4
0.0 0.0
YEC14 YEC15
All India Rural
Cologne
Perfume
Deodorant
MS % by VAL MS % by VAL MS % by VAL
All India Category Performance
All
India
urban
Val in
crores
Vol in
tons
%
chg.
vol
%
Chg.
VAL
Fragranc
e 2,516.5
17,570.
8
-2.9 6.6
Deodora
nt
1,999.9 15,712.5
-3.8
5.9
Perfume
509.1
1,791.0
6.7
9.3
cologne
7.6
67.3
-18.9
-9.8
All India
Rural
Val in
crores
Vol in
tons
%
chg.
vol
%
Chg.
VAL
Fragrance
394.3
2,415.1
-0.3
8.2
Deodorant
246.5
1,873.7
-3.0
5.9
Perfume
147.6
540.1
10.5
12.3
cologne
0.2
1.3
-7.1
4.1
All
India
(U+R)
Val in
crores
Vol in
tons
%
chg.
vol
%
Chg.
VAL
Fragranc
e 2,910.8
19,985.
9 -2.6
6.8
Deodora
nt
2,246.4
17,586.
1 -3.7 5.9
Perfume
656.7
2,331.1
7.6
10.0
cologne
7.7
68.6
-18.7 -9.6

10. All INDIA ZONE PERFORMANCE (U+R)
77.2 76.2
22.7 23.7
0.1 0.1
YEC14 YEC15
North zone (U+R)
cologne
perfume
deodorant
89.1 88.4
10.2 11.0
0.7 0.6
YEC14 YEC15
South zone(U+R)
cologne
perfume
deodorant
North zone
Vol in
Tons
MS
VOL
% chg.
vol
Val in
crs
% Chg.
Val
Fragrance
6,040.6
100.0
-1.3
913.5
8.0
Deodorant
5,205.1 86.2 -2.6
663.3
6.7
Perfume
829.8 13.7 8.5
249.3
11.6
cologne
5.8 0.1 -32.5
0.9
17.6
South zone
Vol in
Tons
MS
VOL
%
chg in
vol
Val in
crores
% Chg.
Val
Fragrance
4,567.2
100.0
-4.0
606.2 5.0
Deodorant 4,291.8 94.0 -4.7
536.0 4.2
Perfume 247.4 5.4
11.2
66.9 13.7
cologne 27.9 0.6 -19.6
3.3 -14.4
MS % VAL MS % VAL

11. 75.8 76.7
24.0 23.1
0.2 0.2
YEC14 YEC15
East zone(U+R)
Cologne
perfume
Deodorant
East zone
Vol in
Tons
MS VOL
% chg.
vol
Val in
crore
s
% Chg.
Val
Fragrance 4,636.9 100.0 -1.0 685.8 7.6
Deodorant 4,026.0 86.8 -1.4 526.0 8.8
Perfume 595.8 12.8 2.6 158.4 3.7
cologne 15.1 0.3 -21.8 1.4 -11.3
75.3 73.9
24.4 25.8
0.4 0.3
YEC14 YEC15
West zone(U+R)
Cologne
perfume
Deodorant
West
Zone
Vol in
Tons
MS VOL
% chg.
vol
Val
in
crore
s
% Chg.
Val
Fragrance 4,741.2 100.0 -4.2 705.3 6.0
Deodorant 4,063.2 85.7 -6.1 521.1 4.0
Perfume 658.2 13.9 9.8 182.1 12.3
cologne 19.9 0.4 -9.3 2.1 -9.1
MS % VAL MS % VAL

12. 12.1
25.7
26.2
76.9
80.1
175.3
257.1
Ludhiana
Lucknow
UTTARAN
CHAL
HARYAN
A
RAJASTH
AN
UP
Delhi +
NCR
NORTH ZONE
Value in Rs. Crores
(-0.7)
(-0.7)
(2.3)
(3.4)
(4.3)
(18.6)
(-1.9)
10.4
15.6
62.9
80.6
93.2
143.6
155.5
174.0
Vizag
Kochi
KERALA
Bangalore
Chennai
KARNAT
AKA
AP
Tamilnadu
SOUTH ZONE
Value in Rs. Crores
(-5.9)
(-3.7)
(-10.0)
(-1.2)
(-10.0)
(12.2)
(7.0)
(5.3)
43.2
58.2
67.3
119.1
279.6
BIHAR
ASAAM
NE
Kolkata
WB
EAST ZONE
Val in crores
(0.7)
(5.6)
(-6.4)
(14.1)
(-10.9)
4.4
6.6
6.6
14.2
27.2
71.0
75.4
347.5
Rajkot
Vadodara
Bhopal
Nagpur
CG
MP
GUJRAT
MAH
WEST ZONE
Val in crores
(-5.7)
(-8.5)
(-1.1)
(-16.2)
(-2.6)
(22.5)
(3.1)
(3.6)
Major Contributors from All the Zones
Value inside brackets represents growth in terms of volume

13. Top Five Manufacturers 2015 in Deodorant Category
BRANDS Volume in Tons MS Vol
Growth in %
vol
Dealers in '000s
Avg Price /
Unit
TOP COMPANIES
FRAGRANCE - DEODORANT 17,586.1 88.0 -2.6 1,267.8 172.5
VINI COSMETICS PVT LTD FOGG 2,509.9 12.6 2.8 568.7 202.7
HINDUSTAN UNILEVER LIMITED AXE 1,533.5 7.7 -16.8 462.8 173.9
I T C ENGAGE 1,786.2 8.9 16.4 286.0 184.0
J K HELENE CURTIS PARK AVENUE 1,303.1 6.5 1.0 339.1 173.5
MCNROE CONSUMER PRODUCTS LTD WILDSTONE 1,280.7 6.4 -15.9 389.7 180.4
WIPRO CONSUMER PRODUCTS YARDLEY 689.0 3.4 -14.7 176.4 165.7
18.8
9.2 8.7
7.7 7.4
2.7
MS Val%
Top 5 manufacturers in India VINI COSMETICS
PVT LTD
HINDUSTAN
UNILEVER
LIMITED
I T C
J K HELENE
CURTIS
MCNROE
CONSUMER
PRODUCTS P LTD
WIPRO
CONSUMER
PRODUCTS
422.8
205.6 195.7 171.9 166.3
77.7
VINI
COSMETICS
PVT LTD
HINDUSTAN
UNILEVER
LIMITED
I T C J K HELENE
CURTIS
MCNROE
CONSUMER
PRODUCTS
LTD
WIPRO
CONSUMER
PRODUCTS
Value in crores

14. Wipro consumer Product
All India (U+R)2015
All India (U+R)2014
Brand
Value in
crores
MS % VAL % Chg Val
Vol in
Tons
MS VOL % Chg. Vol Avg Price/ unit
Yardley 59.5 2.0 -2.5 519.2 2.6 -6.68 171.7
Santoor 14.3 0.5 -36.3 127.8 0.6 -39.32 166.2
Aramusk 3.1 0.1 -2.3 35.4 0.2 -2.6 173.3
Brand
Value in
crores
MS %
VAL
% Chg
Val
Vol
In
Tons
MS VOL
% Chg.
Vol
Avg Price/
unit
Yardley 61.1 2.2 -1.3 556.4 2.7 -2.36 168.5
Santoor 22.4 0.8 -20.8 210.6 1.0 -22.28 158.1
Aramusk 3.2 0.1 -25.3 34.5 0.2 -20.99 172.7
 Wipro consumer Product is valued at INR 77.7 crores with a market share of 2.7% which got decreased
from last year 87.4 crores with a rate of -11.4.
 Growth in terms off volume for the year 2015 its declining with the rate of -14.67%

15. 77.7
176.4
97.2
207.1
99.1
251.5
100.0
208.0
Value in Rs. Crs Dealers in '000s
All India (U+R)
WIPRO CONS PRODS
ADJAVIS VENTURE
LTD
T T K HEALTH CARE
VANESA CARE PVT
LTD
Vol in
Tons
MS Vol
% chg.
In vol
MS Val% % Chg. Val
Avg Price
/ Unit
VANESA CARE PVT
LTD
790.4 4.0 12.5 3.4 17.6 184.8
T T K HEALTH CARE 884.3 4.4 3.0 3.4 17.5 113.0
ADJAVIS VENTURE
LTD
648.4 3.2 139.0 3.3 161.0 194.4
WIPRO CONS PRODS 689.0 3.4 -14.7 2.7 -11.0 170.6
Wipro Consumer Product ALL INDIA (U+R)2015 VS Competitors
Top Competitors of Wipro are
 Vanessa (Denver ,Envy) are two major
brand with market share of 3.4%
 TTK Health care (EVA )is a major brand
with market share of 3.4%
 Adjavis Venture Ltd (Layers shot &
Layers wotta girl ) are two major brand
with a market share of 3.3%
All India Rural Market (2015)
 Fragrance category is valued at INR 246.5 crores in India .
 In all India rural market Wipro products are valued
At 5.9 crores in India with a market share of 1.4% and declining
wit a rate of -13.8 %.
 Santoor is major Brand which is doing good and contributing
3.5 crores in India apart from that Yardley is contributing 1.9
crores.
 In terms growth in volume Wipro consumer product's are
declining with a rate of -17.6%

16. North Zone Urban 2015 South Zone Urban 2015
East Zone Urban 2015
West Zone Urban 2015
Val in
crores
MS
Val%
% Chg
Val
Vol in
Tons
% chg.
Vol
DENVER 35.7 4.5 13.9 291.9 7.7
ENVY 10.8 1.3 -2.0 76.5 -2.6
LAYERS
SHOT
23.0 2.9 264.7 150.4 244.0
LAYERS
WOTTAGIRL
9.2 1.2 219.0 61.2 210.2
EVA 30.0 3.7 29.0 263.4 13.1
YARDLEY 11.2 1.4 -7.4 97.4 -10.8
SANTOOR 0.4 0.0 -55.3 3.3 -56.2
Val in
crores
MS
Val%
% Chg Val
Vol in
Tons
% chg.
vol
EVA
32.7 5.9 0.8 296.4 -9.4
YARDLEY
24.2 4.4 2.7 211.5 -1.9
SANTOOR
3.0 0.5 -58.0 27.4 -59.1
Val in
crores
MS Val%
% Chg
Val
Vol in
tons
% Chg.
Vol
LAYERS
SHOT
15.3 2.8 256.4 101.4 241.1
LAYERS
WOTTAGIRL
5.6 1.0 301.1 37.0 287.2
ENVY 8.4 1.5 1.5 59.5 21.4
DENVER 8.3 1.5 1.5 67.2 26.5
YARDLEY 8.6 1.6 -0.9 74.6 -4.4
SANTOOR 5.9 1.1 -12.7 50.9 -17.9
Val in
crores
MS Val%
% Chg
Val
Vol in
Tons
% Chg.
Vol
LAYERS
SHOT
16.6 2.7 206.0 110.2 192.6
LAYERS
WOTTAGI
RL
6.4 1.0 175.7 43.0 168.9
EVA 18.4 3.0 18.3 15.4 99.6
YARDLEY 13.7 2.2 -5.7 119.7 -10.3
SANTOOR 1.6 0.3 -61.6 15.1 -61.8
DENVER 9.8 1.6 25.1 80.7 18.6
ENVY 4.0 0.6 -17.8 27.8 -21.1

17. North Zone Rural 2015 South Zone Rural 2015
East Zone Rural 2015
West Zone Rural 2015
Val in
crores
MS Val%
% Chg
Val
Vol in
Tons
% chg.
Vol
DENVER 2.3 2.0 10.4 17.8 3.8
ENVY 0.5 0.4 -16.9 3.5 -22.8
LAYERS
SHOT
1.8 1.6 429.0 12.2 419.8
LAYERS
WOTTAGIR
L
0.6 0.5 60.5 3.9 57.5
EVA 2.1 1.9 72.7 19.3 47.2
YARDLEY 0.1 0.1 -72.7 0.7 -74.6
Val in
crores
MS
Val%
% Chg Val
Vol in
Tons
% chg.
vol
EVA
4.1 7.9 48.5 37.1 29.2
SANTOOR 1.1 2.1 -22.4 10.1 -24.0
YARDLEY
0.6 1.1 -35.9 4.7 -39.3
Val in
crores
MS Val%
% Chg
Val
Vol in
tons
% Chg.
Vol
LAYERS
SHOT
2.9 2.1 261.9 18.8 240.5
LAYERS
WOTTAGIRL
0.7 0.5 931.8 4.3 880.8
SNTOOR 1.6 1.2 10.9 13.7 2.4
YARDLEY 1.1 0.8 12.1 8.9 8.7
Val in
crores
MS Val% % Chg Val
Vol in
Tons
% Chg.
Vol
ENVY 1.7 1.8 -47.3 12.5 -48.0
DENVER 1.0 1.1 -54.0 7.8 -56.2
EVA 1.5 1.6 115.4 13.9 99.6
LAYERS
SHOT
1.4 1.5 284.3 9.2 263.4
LAYERS
WOTTAGIRL
0.9 1.0 343.5 5.9 306.6
SANTOOR 0.8 0.9 -3.7 7.3 -6.7
YARDLEY 0.2 0.2 45.0 1.6 40.5

18. Pack size Performance All India (U+R)
39.4
27.1
16.8
15.1
12.7
KAMASUTRA
PARK
AVENUE
WILDSTONE
AXE
EVA
Top manufacturers All India (U+R) - YEC15(for 150
ml category)
Value in
Rs. Crs
-14.8
23.4
-13.1
244.6
1.8
328.6
120.2
10.4 20.5
YEC15
All India (U+R) - YEC15-Basepacksize
Performance
200.00
165.00
150.00
135.00
125.00
122.00
100.00
75.00
120.00
Vol in
Tons
YEC 14
Vol in
Tons
YEC 15
Growth
in vol
14
Growth
In vol
15
Growth
in. Val
YEC
14
Growth
in Val
YEC
15
Avg Price
/ Unit
YEC 14
YEC15
DEODORANT 18,257.6 17,586.1 -0.3 -3.7 9.4 5.9 162.2 172.5
150.00 ml 11,136.2 9,178.8 -16.4 -17.6 -10.3 -13.1 169.3 180.3
120.00 ml 2,467.5 2,808.3 63.5 13.8 75.2 20.5 193.0 204.3
165.00 ml 1,564.3 1,747.0 194.1 11.7 192.5 23.4 168.0 183.6
135.00 ml 185.6 622.4 -100.0 235.4 -100.0 244.6 195.3 200.7
125.00 ml 826.1 786.4 -8.1 -4.8 -0.1 1.8 121.5 130.0
122.00 ml 103.6 442.1 -100.0 326.8 -100.0 328.6 222.3 223.2
75.00 ml 367.8 370.1 10.2 0.6 -4.7 10.4 78.0 86.7
200.00 ml 430.0 351.6 -29.0 -18.2 -23.8 -14.8 175.4 183.7
76.9 0.6
0.1 0.1
677.6
10.6 0.4 0.3
150.00 75.00 125.00 100.00
All India (U+R) - YEC15(Wipro)
Value in
Rs. Crs
Volume
in Tons
% change in Value

19.  Because of the continuous negative growth in the year 2014 & 15 Wipro is pulling down the deodorant
segment.
 Wipro is present in only 150 ml segment which is having a negative growth rate in 2015& 2014 as well .
 They don’t have any special promotion they are using regular promotion only .
 Wipro major brands has only women segment both in Yardley and santoor , they don’t have any other
variant. lavender , sandal , rose are main fragrance but again sku from this fragrance are very less in terms of
market share and value in crs .
 Major competitor for Wipro is TTK (EVA ) having a low price and variety in brands for women category .
 Wipro is doing good specially in south zone urban with his competitor so they should focus more on other
zones .
 Majorly because of ITC , VINI the category is growing they are pushing the segments of (122,135,165ml )
in both rural and urban .
 Major brands for 122 ml category is Hul (Axe), VINI (Fogg), ITC (Engage)
Recommendations and conclusions
Recommendations
 What Wipro can do is to launch a new Product & sku in a category of 122,135,165 which are having a
higher growth rate . With a different fragrance
 Apart from that they can launch different variants of fragrance for both men and women category with
the base pack size of 122 , 165 ml category .
 With the base pack size of these category they can focus on rural market also where there competitors
are doing well .
 They can focus and work on promotion type like , value promo to increase there sales .
 Top brands like ENGAGE, AXE, are pushing value ,& volume promotions so Wipro can also do the
value promotions to increase sales . 150M+RS25OF VALUE PROMO , 150M+30M VOLUME
PROMO

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Thank you

21. TO UNDERSTAND NIELSEN STORE
OBSERVATION ON THE PERSPECTIVE OF
USL +DIAGEO.

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STORE OBSERVATION
Nielsen Store Observations is the market leader , in store research for consumer product
manufacturers. Understand what consumers observe at the shelf and monitor promotion activity,
to test and analyze the impact of proposed planogram on the consumer or to evaluate if new
product available and visible in a live in-store environment.
Key Benefits of store observation :
 See what consumers see in-store and understand how that translates to sales and opportunities.
To increase the market share and sales .
 Understand what consumer observe at shelf what are there preference what they buy.
 Work more effectively with the retailers to ensure that proposed products and promotion plans
are worked out properly .
 Monitor promotion activity .

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Store Observation helps answer client about Business issues like
 New product introduction
 Line extension
 Package change
 Pricing
 In-store merchandising
 Product distribution and display
 Trade compliance
 Sales force effectiveness
 Out-of-stock evaluation
 Product restage
 Shelf location
 Return on investment
STORE OBSERVATION

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Brands List
Talisker 30Y Singleton 18Y
Johnnie Walker Family
Red Black
Gold Platinum
Blue

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CHANNELS IN STORE OBSERVATION
Off premise
Prestige on
premise
Premium on
premise
Premium on
premise with
off
characteristic
BROWSABLE
OUTLET
PREMIUM
TRADE OUTLET
GENERAL
TRADE OUTLET
PRESTIGE
RESTAURANT
PRESTIGE BAR
PREMIUM
RESTAURANTS
PREMIUM BARS
PREMIUM
CLUBS
FINE DINE
NIGHTCLUB
PREMIUM
LOUNGE
PRESTIGE CLUB
MASS ON
PREMISE
MASS ON PREMISE
WITH OFF
CHARACTERISTIC

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QDVP3: POWER OF DOING RIGHT THINGS
CONSISTENTLY
QUALITY
DISTRIBUTION
VISIBILITY
PRICING
PROMOTION
PERSUASION
Ensuring quality in our brands so to Delights the customer.
Making sure availability of the right brands & sku are available in
the right outlets.
Using planograming visibility for our brands & categories
So they are purchased more .
Ensuring that we optimize and provide the best value for usl-
Diageo for our consumer.
Providing consumer offers that drive sales & ensure promising
offers at outlets.
Motivating outlet staff to recommend and support our brands. To the
customer

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STORE OBSERVATION PROCESS
 The first step is auditor enters the channel type and captures the GPS coordinates of the store
location in the SO application.
 Pre loaded questions are answered and wherever photographs are required he captures it
basically to look for negative incident , branding elements etc.
 Check for Visibility of USL+Diageo signage from outside the store
Check elements like Flex Board/Glow Sign Board, Gate Arch, Standees, Flanges are
present or not.
 Check if Branding elements inside the store are present or not .
 Ex: Branded Racks, Chillers, Gondolas, Bottle Glorifier, Bottle Stand etc.
 Check for Price communication for Royal Challenge or McDowell's No.1 is present or not it
can be in the form of – Brands price list, price on bottleneck, Posters etc.
 Check if USL + Diageo products are dust free? If not take a picture
 Check if USL + Diageo products placed in order of premiumness?
Ex : first 750 ml the n 1l according to brand premiumness in a correct order like first JW red label
, black label etc.

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USL STORE OBSERVATION PROCESS
 Check if brand families are placed together and in a correct order of their premiumness .
 These are the major brands of USL + DIAGEO and there order for planograming.
 Black Dog (Black Dog Black Reserve, Black Dog Triple Gold Reserve)
 Smirnoff Vodka (Smirnoff Regular Vodka, Smirnoff Flavours)
 McDowell's No1 (McDowell's No. 1 Whisky, McDowell's No.1 Diet mate, McDowell's No. 1
Platinum)
 Johnnie Walker (JW Red Label, JW Black Label, JW double black, JW gold , JW platinum, JW
Blue )
 Check for USL + Diageo all sku are present or not if not mention it
(2L, 1L, 750ml, 375ml, 180ml, 90ml, 60ml and 30ml.)
 Check and Count of front facings of all brands in the shelf .
 Check if the outlet have a beer chiller?
 Capture relevant photos required for particular questions. For all the channels
 Submit the survey if all the details are captured .

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Key finding from store observation
Channel 1
Jubilant agriant consumer ltd
 No inside branding element
 Price list was not available
 Entrance element was not
there .
 Clean bottles dust free.
 Planograming is present
some brands were missing
 Some sku were missing.
Channel 2
Karnataka hockey association club
 Check for menu card usl designed menu
card was there .
 Inside branding element was present
,entrance branding element was present
 All brands were available .
 No cocktail description in menu card .
 Bar counter was there but no sitting
area.
Channel 3
Nava Rasa bar & restaurant
 Entrance branding element for usl is
present
 Table branding elements were present
 In this channel palnograming is not
required.
 Shelf counter and price communication
was present
 Some of the brands and sku were
missing
Channel 4
Mayura bar and restaurant
 Entrance branding element was not
there.
 Table branding element was not
there .
 Menu card is there but not designed
by usl.
 MSL is listed and available.

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Dash Board
Select Time
period – month/
quarter
Select channel
QDVP3 metrics
Graphical
representation of
monthly RPC level
Outlet score
Tabular
Representation of
monthly RPC level
outlet score.

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REPORTS
Availability Report
Availability of various
brands at SKU level in
stores for USL + Diageo
and competition
Gap Report
Gives information on
number of outlets where
USL + Diageo SKUs are
not available and
competition
SKUs are available
MSL Compliance
(User Level) Report
Gives the MSL
compliance of stores
covered by different
TSEs
MSL Brand – SKU
Wise Report
Gives the MSL
compliance of stores
at Brand – SKU
level
Shelf Share (Over All)
Gives the shelf share of
various SKUs within the
brand family and brands
across the total shelf
space
Shelf Share (RCRS)
Gives number of outlets
where SKUs for RCW is
(i) greater than, (ii) equal
to or (iii) lesser than RSW
Shelf Share (Store Level)
Gives the shelf share of
USL + Diageo brands in
stores covered by different
TSEs

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Thank you