RETAIL ANALYTICS

22ND AUG 2017

INSTITUTE OF RURAL MANAGEMENT ANAND
 DATA & RETAIL

BIG DATA FROM VARIOUS SOURCES

POS
VENDOR
SOCIAL MEDIA & OTHER CUSTOMER INTERACTION
COMPETITOR

BRICK & MORTAR VS E-COMMERCE

 BUSINESS INTELLIGENCE

DATA COLLECTION AND COLLATION

DATA WAREHOUSING
DATA MINING
DATA VISUALISATION
BUSINESS INTELLIGENCE
INSIGHTS
ACTIONABLES
 DATA BUILDING
MULTIPLE SOURCES OF DATA PIECES TO BE WOVEN TOGETHER STAR
SCHEMA
IDENTIFICATION OF LINKAGES
TIMELINES FOR DATA BUILDUP
STORAGE & HOSTING
PROCESSING
STANDARISED REPORTS
CUSTOMISED REPORTS
QUERY LED REPORTS
 DATA MINING

SLICE & DICING OF DATA

DATA CLEANSE
PATTERN RECOGNITION
TIME FRAMES
MULTIPLE LEVELS WITH DRILL DOWN
EVALUATING THE RESULTS
DECISION TREE/REGRESSION/ANN/CLUSTER ANALYSIS/ASSOCIATION RULES
APP VS DIRECT ACCESS TO DATABASE
ORGANISATION RULES
 ANALYTICS AT WORK

SALES/ MARGIN/ SHARE/ CATEGORY /BRAND/MANUFACTURER REGULAR DATA

BRAND MECHANICS

CUSTOMER MECHANICS

LOYALTY

SHARE OF WALLET

LOYALTY

AFFINITY

SMART BASKET ANALYSIS

CLICK STREAM ANALYSIS

TRACEABILITY & MIRRORING

 HOUSEHOLD & BRAND

NO : OF HOUSEHOLDS
VALUE OF CONSUMPTION PER HOUSEHOLD
GROWTH TRACKING
COMPARISON TO CATEGORY , BB AND MARKET GROWTH PATTERNS
FREQUENCY OF PURCHASE
PACK SIZE VS VARIANT VS VALUE
NET GAIN OR LOSS FOR A BRAND
 FREQUENCY OF PURCHASE
CONSUMERS PURCHASED BRAND - 1.24 TIMES EVERY MONTH

Frequency % of Consumers
1 84.1%
2 11.0%
3 2.9%
4 1.0%
5 0.5%
>5 0.5%

Brand Intelligence 10/28/2017 8

 BRAND SWITCHING BEHAVIOUR

Total population 120,402

Never bought Dove 72%

Dove loyalists 11%

Competitor 1 loyalists 10%
Competitor 2 loyalists 5%
Total small brand loyalists 25%
Switchers 48%

Note : Customers shopped at least 10 times in 12 months

% share of Soaps No. of Customers % of Total

Wallet Dove Competitor 1 Competitor 2 Dettol Competitor 1 Competitor 2
> 80% 13,778 12,470 5,858 11% 10% 5%
50-80% 6,536 7,601 3,632 5% 6% 3%
20-50% 8,787 9,943 7,177 7% 8% 6%
<20% 91,399 90,502 103,814 76% 75% 86%

Switchers Significant no.s

Price sensitive customers amongst this population can be targeted with discounts for better ROI.
Discounts need not be passed on to loyal customers

Brand Intelligence 10/28/2017 9

 BRAND- AFFINITY

Dove Brand Other Brands Affinity

Dove gatorade,quaker 72%
Dove britannia,parle 70%
Dove quaker,gatorade 69%
Dove britannia,sunfeast 62%
Dove mtr,maiyas 61%
Dove vim,harpic,lizol 60%
Dove aashirvaad,bb-popular,harpic 59%
Dove vim,harpic,surf-excel 58%
Dove harpic,lizol,vim 58%
Dove vim,bb-popular,harpic 58%
Dove surf-excel,comfort 57%
Dove aashirvaad,harpic,mtr 56%
Dove vim,bb-popular,surf-excel 56%
Dove vim,plastobag 56%
Dove vim,harpic,mtr 56%
Dove aashirvaad,bb-popular,surf-excel 56%
Dove aashirvaad,bb-popular,colgate 56%
Dove britannia,haldirams 55%
Dove aashirvaad,mtr,surf-excel 54%
Dove vim,aashirvaad,surf-excel 54%
Dove vim,scotch-brite 53%
Dove vim,aashirvaad,harpic 53%
Dove vim,rin 52%
Dove aashirvaad,harpic,surf-excel 52%

Brand Intelligence Bangalore - Dec 15 - Jan 16 10/28/2017 10

 SKU AFFINITY

SKU/Sku's SKU/Sku's Affinity

Dove Cream Beauty Bathing Bar 100 g (Pack of 3),Quaker Oats - Strawberry Flavor With Apple 40 gm Pouch Gatorade Sports Drink - Lemon Flavor 500 ml Bottle 94%
Dove Cream Beauty Bathing Bar 50 g Carton,Quaker Oats - Strawberry Flavor With Apple 40 gm Pouch Gatorade Sports Drink - Lemon Flavor 500 ml Bottle 92%
Dove Intense Repair Shampoo - With Keratin Actives 650 ml, Dove Cream Beauty Bathing Bar 100 g (Pack of 3) 91%
Dove Hair Therapy Daily Shine Shampoo 650 ml, Dove Cream Beauty Bathing Bar 100 g (Pack of 3) 91%
Dove Cream Beauty Bathing Bar 75 g,Quaker Oats - Strawberry Flavor With Apple 40 gm Pouch Gatorade Sports Drink - Lemon Flavor 500 ml Bottle 87%
Dove Cream Beauty Bathing Bar 100 g (Pack of 3),Quaker Oats - Homestyle Masala (With Real Vegetables) 40 gm Pouch Gatorade Sports Drink - Orange Flavor 500 ml Bottle 87%
Dove Cream Beauty Bathing Bar 100 g (Pack of 3),Fresho Signature Cookies - Assorted 150 g Box New Year Greeting Card 1 pc 85%
Dove Cream Beauty Bathing Bar 50 g Carton,Quaker Oats - Homestyle Masala (With Real Vegetables) 40 gm Pouch Gatorade Sports Drink - Orange Flavor 500 ml Bottle 83%
Gatorade Sports Drink - Orange Flavor 500 ml Bottle,Dove Cream Beauty Bathing Bar 50 g Carton Quaker Oats - Homestyle Masala (With Real Vegetables) 40 gm Pouch 72%
Gatorade Sports Drink - Lemon Flavor 500 ml Bottle,Dove Cream Beauty Bathing Bar 75 g Quaker Oats - Strawberry Flavor With Apple 40 gm Pouch 70%
Gatorade Sports Drink - Lemon Flavor 500 ml Bottle,Dove Cream Beauty Bathing Bar 100 g (Pack of 3) Quaker Oats - Strawberry Flavor With Apple 40 gm Pouch 67%
Gatorade Sports Drink - Lemon Flavor 500 ml Bottle,Dove Cream Beauty Bathing BarBangalore
50 g Carton - Dec 15- Jan 16 Quaker Oats - Strawberry Flavor With Apple 40 gm Pouch 65%
Gatorade Sports Drink - Orange Flavor 500 ml Bottle,Dove Cream Beauty Bathing Bar 100 g (Pack of 3) Quaker Oats - Homestyle Masala (With Real Vegetables) 40 gm Pouch 64%
Dove Bathing Soap - Cream Beauty 100 gm (Buy 4 & Get 1 Free), Gatorade Sports Drink - Orange Flavor 500 ml Bottle 24%
Tata Salt Brand
- Iodized 1 kg Pouch,Dove Cream Beauty Bathing Bar 100 g (Pack of 3)
Intelligence Vim Dishwash Bar, Lime 200 g (Pack of 3) 10/28/2017 21%
11
Dove Cream Beauty Bathing Bar 100 g (Pack of 3),Garnier Hair Oil - Fructis Oil In Cream 4 Sachets & Leaflet 7.5 gm Vim Dishwash Bar, Lime 200 g (Pack of 3) 21%
Dove Cream Beauty Bathing Bar 100 g (Pack of 3),Vim Dishwash Bar, Lime 200 g (Pack of 3) Tata Salt - Iodized 1 kg Pouch 21%
 BRAND PENETRATION
Penetration of Saffola to grocery-staples
Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16
City
Bangalore 7% 7% 7% 7% 7% 7% 7% 7% 7% 7% 7% 7%
Hyderabad 5% 5% 4% 4% 4% 4% 4% 4% 5% 4% 5% 4%
Mumbai 10% 9% 9% 9% 9% 10% 9% 9% 9% 9% 9% 10%
Pune 7% 7% 8% 7% 8% 7% 7% 8% 8% 8% 7% 7%

Penetration of Saffola to edible-oils-ghee

Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16
City
Bangalore 12% 12% 13% 11% 12% 12% 13% 13% 13% 13% 12% 12%
Hyderabad 8% 8% 7% 8% 8% 7% 8% 8% 8% 8% 9% 8%
Mumbai 17% 16% 16% 16% 16% 17% 16% 16% 17% 17% 16% 17%
Pune 14% 14% 14% 13% 14% 13% 13% 15% 15% 14% 14% 14%

Penetration of Saffola to competitor set

Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16
City
Bangalore 14% 14% 15% 13% 14% 14% 15% 16% 15% 15% 14% 14%
Hyderabad 12% 11% 9% 10% 11% 9% 10% 11% 11% 11% 11% 11%
Mumbai 20% 19% 19% 20% 20% 20% 20% 20% 20% 20% 20% 20%
Pune 16% 16% 15% 13% 16% 14% 15% 17% 16% 16% 15% 15%
 PROMO EFFECTIVENESS

PROMO EFFECTIVENESS
HOUSEHOLD JOURNEY THROUGH STORE
COMPETITOR RETAIL VS BB
CLICK STREAM DATA & NAVIGATION
SEARCH ANALYSIS
GOOGLE SEO
PAYMENT MODE
USAGE OF APP VS WEB
 HOUSEHOLD ANALYSIS

CART ANALYSIS
TIME AT STORE /APP
HOOK RESPONSE REPORT
CUSTOMER INFLOW & ACQUSITION
SURROGATES & PROFILING OF CUSTOMERS
SOURCE ANALYSIS
CUSTOMER LOYALTY MATRIX
PREDICTIVE ANALYTICS
 ECOMMERCE VS BRICK & MORTAR

HOUSEHOLD STUDY
PLANOGRAM & NAVIGATION
INTENT TO BUY VS ACTUAL PURCHASE
INTERNET OF THINGS ( IOT)
 REFERENCES

RETAIL ANALYTICS THE SECRET WEAPON EMMET COX

SCORING POINTS CLIVE HUMBY & TIM PHILLIPS
DATA SCIENCE FOR BUSINESS FOSTER PROVOST & TIM FAWCETT
BIG DATA ANALYSIS & FUTURE OF MARKETING & SALES MCKINSEY PUBLICATION
 THANK YOU

CONTACT DETAILS
GEETHA MAHADEVAN
MOBILE - +919594950942
EMAIL GEETHA@BIGBASKET.COM