fridge space allocation and brand visibility
DESCRIPTION
Summer Internship project with Godrej Tyson Foods LimitedTRANSCRIPT
ontentsCChapter 1.
Chapter 3.
Chapter 2.
Chapter 4.
Objective Of Study
Data Collection and Interpretation
4s Strategy
“Focus Operandi” - Modern Trade
Chapter 5. Recommendations
Chapter 6. Point Of View
Fell.
Objective of Study
Objective:Increase the fridge space Allocation and brand visibility.
Competitors analysisCompetitor comparative pricing analysis.
Retailers analysisPreference of retailer for Yummiez.
Survey On Capacity Utilization:Questionnaire and Observation method to know the fridge capacity, Godrej space acquisition and competitors presence.
.
Data Collection And Interpretation
Sample Size Total No of Deep Freezers
Godrej Freezers
Total Fridge capacity
256/481
862 81 400317(Ltrs)
Know Your Partners
• 76Chicken N Meat Shops
• 28Bakers
• 03Ice-cream Parlors
• 57General Stores
• 79Super Stores
• 13Others
Total Frozen Food capacity
271051(Ltrs)
Total Godrej Share
54280(Ltrs)
.
Relationship Between Sales and Fridge Space
Interpretation
Sales and Space are Positively correlated as per the Pearson correlation value (0.49)
.
Pricing Comparison – Veg Catogories
French
Fries
Super
Wed
ges
Tandoori N
uggets
Potato Bite
s
Smilie
s
Aaloo Ti
kki
Potato Tr
iangle
Cheese
Jalap
eno
Mozzarel
la Chee
se
Macaro
ni Chee
se0
50100150200250300350400450
Mc Cain QntMc Cain Price
Cheese
Corn Nugg
ets
Veg Chee
se Fin
gers
Crispy F
rench
Fries
Veg Pizz
a Pack
ets
Veg Dinoz N
uggets
Chicken
Sausag
es
Chicken
Tikk
ies0
50100150200250300350400450
Yummies QntYummies Price
All Yummiez Veg category is priced above RS. 100/- except French Fries and Tikkies.
All Mc cain Veg category is priced below RS. 100/- except their Cheese Range
.
Pricing Comparison – Non – Veg Category
Chicken
Nuggets
Chicken
Garlic F
inger
Chicken
Salam
i
Chicken
Sausag
es
Chicekn
Dinoz
Chicken
Tandoori N
uggets
Chicken
Tikk
ies0
50100150200250300350400450
Yummies QntYummies Price
All Venkys Non-Veg category is priced between Rs. 120/- to Rs. 135/- except their Chicken Samosa
All Yummiez Non-Veg category is priced between Rs. 140/- to Rs. 150/- .
Chicken
Nuggets
Chicken
Finge
rs
Chicken
Cutlets
Chicken
Popcorn
Chicken
Jumbo Burge
r
Chicken
Burger P
atty
Chicken
Lolip
op
Chicken
Samosa
Chicken
Mea
tball0
50100150200250300350400450
Venkys QntVenkys Price
.
Godrej Yummiez on BCG Matrix
Mar
ket
Gro
wth
Market Share
High
Low
Chees Corn
Nuggets
Cheese Fingers
Aaloo Chat
Pizza Pocke
ts
Salami
Veg Tikkies
Chicken Nuggets
Veg/ Non Veg
Dinos
Chicken Garlic
ChickenSausages
High Low
Tandoori Nuggets
French Fries
Fell.
4s Strategies
Squeeze
Seize
Seal
SKU Sense
Reduction in the size of packets in terms of shape as it will enable more storage of goods in a given space in a freezer. Competitors have smaller packets of same quantity.
Attack competitor’s best selling products with same category of product but with some twist. Seize your competitors with confrontation and flankers…
Control retailers as he plays important role in sales, Regular customers trust his words so make him your brand ambassador. Seal his loyalty, liking towards Yummiez.
Sensible New Product Development considering customer’s tastes, preferences and value. More successful SKUs more space.
Fell.
Squeeze Yourself
Packaging • Packet size based and quantity ratio.• Zipper packets for better protection, Vibrant
packaging for great Visibility.• Transparent Window: To give touch and feel effect.• Laminated “Pizza Pocket” packets for better
durability.
Fridge Design • Promote usage of KIES fridges for better display
and storage.• Dummy Packets which can be displayed on the
stand or can be pasted on top.• SKU sized Trays on the baskets.
Fell.
Seize Competitors
New Product Development• Confrontation with McCain “SMILEY” with
Yummiez “ROBO” or Yummiez “FLOWY”.• Provide different types of Spices or Masala
sachets with nuggets packets.
Reorder Frequency (Refilling)• Increase no of supplies in a month: possible
only when demand is more.
Sensible positioning and advertising• Change in the positioning of some products
with creative advertisements.
Fell.
Seal Retailers
Retailers Awareness Program• Distributor-retailer meet.• “All Yummiez” combo gift pack for
retailers: “If they know products, they can become evangelists”
Occasional Gifts• Creative gifts which will make them
happy and also will help our promotion E.g.: Yummiez Light Series.
Fell.
SKU Sense
Careful on New products• Products which provide value for Money• New recipes in frozen food
Customers Contribution• Development of a program which will enable
Godrej to know current taste and preferences and future needs.
• Know customers needs : provide customers what they need but not what you want to sell.
Sensible SKU• Increase in no. of successful SKUs to seize the
space acquired by competitors
Fell.
“Focus Operandi” - Modern Trade
Project Light house• Laser Dangler in Hyper Stores.
All-Sense Branding • Audio Attack in align with Light House.
Use of others resources• Prepare Yummiez HD umbrella ad and show it on
the Electronics section on LEDs and LCDs.
Yummiez “Fro-Zone” • Set-up Yummiez Fro-Zones in selective retail outlets
mainly hyper stores.
Fell.
Recommendations
• Customer Contribution• Product based on Customer Pref.• Innovative Products• Value for Money
• Yummiez Tree• Dummy packets• Fridge Design Modification
• Innovative Gifts• Incentives• Retailers Awareness Program
• Small Packets – Quantity as well as shape
• Trendy Transparent Window for touch n feel.
• Vibrant Packaging.• Display Tray
Internal Retailers
CustomersExternal
Fell.
Point of View
The study of northern region market on frozen food had put some light of following correlations,a. Is there any relation between available space and sales?b. Does demand play an important role in space allocation? c. Does the space allocation depend upon demand or retailer’s
margins?Answer of this question is, Space allocation is highly correlated with Demand which is price driven….Pricing and Advertising are key factors to increase demand and further the movement of your products.
You have to serve each income segment….if you want to do business in
INDIA.