1. Copyright 2014 Kantar Retail Intro

2. Presented by: PATH TO PURCHASE SOME THOUGHTS Managing Director, Indian Sub-continent Ankur Shiv Bhandari 3. Copyright 2014 Kantar Retail 3 4. Copyright 2014 Kantar Retail 4 Knowing your Customer 5. Copyright 2014 Kantar Retail A Shoppers Path to Purchase Journey 5 Aware Understand Believe Want Find Believe Buy Use Prefer Above the Line Point of Purcha se Ownersh ip Experien ce Winning with Consumers Winning with Customers & Shoppers 6. Copyright 2014 Kantar Retail A Smartphone Shoppers Purchase Journey 6 Aware Understand Believe Want Find Believe Buy Use Prefer Above the Line Point of Purcha se Ownersh ip Experien ce 7. Copyright 2014 Kantar Retail A Shoppers Path to Purchase Journey- Focus of Today 7 Aware Understand Believe Want Find Believe Buy Use Prefer Above the Line Point of Purcha se Ownersh ip Experien ce Winning with Consumers Winning with Customers & Shoppers 8. Copyright 2014 Kantar Retail A Shoppers Path to Purchase Journey- Focus of Today 8 Why? Converting Intention to Purchase TO Actual Purchase 9. Copyright 2014 Kantar Retail Defining Shopper Marketing 10. Copyright 2014 Kantar Retail Lets dig a bit deeper FINDING THE CATEGORY SCANNING THE FIXTURE NOTING THE SEGMENTS FINDING THE BRANDS FOCUSING ON VARIANTS CHOOSING THE ITEMS CHOOSING THE OUTLET BUYING 11. Copyright 2014 Kantar Retail P2P Shopper Case Studies - Modern Trade 12. Copyright 2014 Kantar Retail Shopper Insight Retailer Insight Brand/Category Message Safeway was looking to connect with shoppers on an emotional level by making the shopping experience more relevant and informative Wanted to heighten H&W awareness and improve Dairy Value equation Drive category growth through new news (weight management, nutrient delivery and performance nutrition) Kraft wanted to increase sales of Cheese and Kraft dairy products Kraft wanted to increase usage occasions utilizing H&W platform Shoppers were looking for H&W information and were not aware of all the benefits of Dairy consumption Shoppers were looking for trusted source of information for H&W Shoppers were buying dairy at other grocery with regards to better selection, pricing, and shopping experience Kraft: Shopper based category re-design 13. Copyright 2014 Kantar Retail Shopper Insight Retailer Insight Brand/Category Message Safeway was looking to connect with shoppers on an emotional level by making the shopping experience more relevant and informative Wanted to heighten H&W awareness and improve Dairy Value equation Drive category growth through new news (weight management, nutrient delivery and performance nutrition) Kraft wanted to increase sales of Cheese and Kraft dairy products Kraft wanted to increase usage occasions utilizing H&W platform Shoppers were looking for H&W information and were not aware of all the benefits of Dairy consumption Shoppers were looking for trusted source of information for H&W Shoppers were buying dairy at other grocery with regards to better selection, pricing, and shopping experience Kraft: Shopper based category re-design 14. Copyright 2014 Kantar Retail Department entrance sign to entice and educate the shopper Kraft: Finding the Category 15. Copyright 2014 Kantar Retail A permanent and mobile display highlighting meal / snack occasions Kraft: Finding the Category 16. Copyright 2014 Kantar Retail Kraft: Finding the Category and Noting the Segments 17. Copyright 2014 Kantar Retail New Dairy Signage to reinforce Health & Wellness and connect to the different shopper needs Kraft: Noting the Segments 18. Copyright 2014 Kantar Retail In-aisle Shelf Talkers provide Health & Wellness education and give usage ideas at the point of purchase Kraft: Finding the Brands 19. Copyright 2014 Kantar Retail Direct mail to create a continuity vehicle for Safeway shoppers Kraft: Choosing the Outlet 20. Coca Colas Points of Inspiration 21. Copyright 2014 Kantar Retail POINTS OF INSPIRATION 1. SSD Aisle 2. First-Position Display 3. Portfolio Endcap 4. Self-Checkout Cooler 5. Front End Coolers 6. Deli Rack 7. Frozen Food Rack 8. Still Island Portfolio Rack 9. Hydration Rack 10. Health & Wellness Rack 11. Health & Nutrition Cooler 12. In-Transit Venders 12 Points of Inspiration Anchor Our Retail Executions Water Teas/Juices/Energy 7 1 8 6 11 4 12 5 3 10 9 2 22. Copyright 2014 Kantar Retail Portfolio End cap Rear Perimeter HCO Shopper Insight Shoppers is browsing the end aisle as she shops center store for her familys needs Merchandising Implication Merchandise portfolio to drive incremental purchases, connected with personal snacking opportunities SSD Merchandiser Frozen Foods - FHMH Shopper Insight Shopper is searching for last-minute meal options for her family, towards the end of her trip Merchandising Implication Create food, snack and beverage bundles for meal solutions Self Checkout: Cooler - GHITG Shopper Insight In Choosing Self Checkout, shopper is looking for quick easy checkout Merchandising Implication Need to make opportunity to purchase and enjoy a cold Coca-Cola product easy to acquire SSD Merchandiser Deli / Prepared Foods - FHMH Shopper Insight Shopper is early in her trip, more receptive to messages and looking for prepared meal solutions for her family Merchandising Implication Create just-in-time mealtime food & beverage bundle solution for piece of mind that dinner will work tonight SSD First Position End Cap Display -FHMH, HCO: Shopper Insight Shopper is early in her trip, her account is full and shes moving quickly through the store at this point Merchandise Implication Create impulse stock-up transaction with good visibility and attractive price SSD Aisle FHMH, HCO: Shopper Insight Shopper is later in trip, more price sensitive and needs help finding her brands quick Merchandising Implication Navigation & occasion messaging across all packs with attractive price FLM - GHITG : Shopper Insight Shopper looking for last minute indulgence in rush to checkout Merchandising Implication Present options to refresh shopper as reward for completing her mission Vender Outside Front of Store - GHITG: Shopper Insight Shopper looking for immediate refreshment during shopping center visit Merchandising Implication Secure high visibility vending location in primary shopper traffic flow Still Cooler (H&W) Produce - GHITG: Shopper Insight Shopper is looking for healthy options for her family Merchandising Implication Merchandise better for you portfolio beverage options for her family SSD Front Lobby Display FHMH, HCO: Shopper Insight Shopper is just inside the store, her account is full and shes moving quickly into the store at this point Merchandise Implication Create impulse stock-up transaction with good visibility and attractive price These Points are Anchored in Shopper & Consumer InsightsStill Cat Merchandisers Perimeter HCO (4 options-pick 2 Island Semi-Permanent Merchandiser Shopper Insight Shopper is browsing Merchandising Implication Present Still brands 23. Copyright 2014 Kantar Retail Priority Packsages 1 and 2 Liter PET Bottles What Does it Look Like? SSD Merchandiser Deli Shopper Insight: Shopper is early in her trip, more receptive to messages and looking for prepared meal solutions 75% of meal decisions determined that day* 39% of Shoppers stated that Coca-Cola goes well with meals and snacks** 40% of Shoppers state Supermarkets are the preferred destination for Ready to Eat Meals*** LOS Point 6 Merchandising Implication: Create just-in-time mealtime food and beverage bundle solution in the deli or prepared meals departments Occasion: Family Home Meal Happiness POS: New equipment includes FHMH header and side panels. Shelf talker also available for pricing information. Message: Coke and Food will deliver a great meal tonight Assortment: Sparkling Led (set to SSM Cluster) Primary Communication Brand(s): Coke and Sprite Adjacencies: Lined up in close proximity to prepared meal or deli offerings Pricing Strategy: mid to premium price point, based on low price elasticity zone Equipment: Warm Equipment with Family Home Meal Happiness Message 24. Category Management 25. Copyright 2014 Kantar Retail 26. Copyright 2014 Kantar Retail Variant Focus Lot of data in the J&N category suggest that Variant & Brand play a key role in the decision tree and are generally at the top of the tree There is a potential to make it easy for the shopper to shop the category if it is led by variant based classification and then have brand blocks to further help with decision making Potential layouts are shared as we propose variant wise classification of juices and nectars in their dedicated aisles Recommendations Variant led classification in the primary J&N Aisle Within the bays in the aisle, brands to be vertically blocked for better impact Thappis also to lead with top variants 27. Copyright 2014 Kantar Retail Variant wise classification of Juices & Nectars-Indicative View 28. Copyright 2014 Kantar Retail Variant wise classification of Juices & Nectars-Indicative View 29. Copyright 2014 Kantar Retail Variant wise classification of Juices & Nectars-Indicative View 30. Copyright 2014 Kantar Retail Indicative ViewFloor Stacks (Thappi) 31. Copyright 2014 Kantar Retail Floor Stacks (Thappi)Floor Stacks (Thappi) 32. Copyright 2014 Kantar Retail Easy to Shop Breakfast Impulse Healthy Snacking Socializing School/College break = Shopper Missions 33. Copyright 2014 Kantar Retail Breakfast Breakfast has emerged as one of the most important shopper missions for the J&N category, which also has a strong impact on many other complimentary categories. Recommendations Dedicated on going breakfast section displaying 1 Liter packs. 200 ml Six Packs also stocked with cereals, poha, upma, tea, coffee, jams, ketchup and other complimentary breakfast categories. 34. Copyright 2014 Kantar Retail Indicative View 35. Copyright 2014 Kantar Retail Retailing 2020 3 36. Copyright 2014 Kantar Retail Communication Planning Framework - 8-Steps P2P aligned with the POP Out-side Store In-side Store In-side Store At POP Product packaging At POP At POP Choosing the Outlet Finding the Category Noting the Segment Scanning the Fixture Finding the Brands Focusing on The variants Choosing the items BUY 37. Copyright 2014 Kantar Retail Out-side Store In-side Store In-side Store At POP Product packaging At POP At POP Choosing the Outlet Finding the Category Noting the Segment Scanning the Fixture Finding the Brands Focusing on The variants Choosing the items A framework used to conduct objective review to ensure the effectiveness of the shopper communication & activation program along the path to purchase are achieved 8-Steps P2P Communication Planning Framework 38. Copyright 2014 Kantar Retail 3 39. Presented by: THANK YOU Managing Director, Indian Sub-continent Ankur Shiv Bhandari