Excavating  VLS facts in SPS
Presentation Flow <ul><li>Background </li></ul><ul><li>Historical Analysis </li></ul><ul><li>Problem Statement </li></ul><...
Background <ul><li>SPS, a market with 55% rural concentration of its DSS (Rural con. In Dhaka region 44%) depicts the geog...
Historical Analysis <ul><li>Historically SPS is positioned to a very close proximity to C&C hubs of the country, which act...
Problem Statement Retention in VLS segment in SPS has been a problem since PI 2010.  PLT didn’t seem to recover a robust S...
Current Stat. of retention (%):  Before (Trade promo & Pack redemption) vs. After. After PI 2010, only 46% sections were a...
By point Analyzer After PI 2010, if we analyze SPS points in terms of geographic dispersion and retention(%) the more we g...
Sutrapur Post Point: Sutrapur Sections: 18 Pre 105% 121% Market Responsiveness Retention Stat. on the basis  of PR & TP Cl...
Keraniganj Retntion before discount Retntion After discount Post Point: Keraniganj Sections: 53 Pre 76% 101% Market Respon...
Nawabganj Retntion before discount Retntion After discount Post Point: Nawabganj Sections: 36 Pre 63% 87% Market Responsiv...
Sreenagar Retntion before discount Retntion After discount Post Point: Sreenagar Sections: 20 Pre 92% 116% Market Responsi...
Taltola Retntion before discount Retntion After discount Post Point: Taltala Sections:18 Pre 80% 101% Market Responsivenes...
Way Forward <ul><li>Stick to Basic: </li></ul><ul><ul><ul><ul><li>Basic TM&D best practice in the pitch aligning with RTM ...
<ul><li>Thanks </li></ul>
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Excavator

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Excavator

  1. 1. Excavating VLS facts in SPS
  2. 2. Presentation Flow <ul><li>Background </li></ul><ul><li>Historical Analysis </li></ul><ul><li>Problem Statement </li></ul><ul><li>Current Stat of PLT </li></ul><ul><li>By Point Analyzer </li></ul><ul><li>Way Forward </li></ul>
  3. 3. Background <ul><li>SPS, a market with 55% rural concentration of its DSS (Rural con. In Dhaka region 44%) depicts the geographic dispersion of a distribution even within Dhaka. </li></ul><ul><li>Heavily rural condensed a market where basic economic activity is mainly driven by Agriculture (Crops, Farming etc.) and therefore households economy is solely dependent on Agro based outputs. </li></ul><ul><li>Inflow of people (mainly laborer) during and pre season is very much dominant in this market. As a result, traffic in outlets vary as well due to this income generating factor. </li></ul><ul><li>Retail environment as well changes with the season in force and impacts both positively & negatively on “buying-selling” duo. </li></ul><ul><li>For the means stated above, SPS shows an erratic STT in a calendar year which can be asserted as follows : </li></ul><ul><li>Growing 6: Jan-May </li></ul><ul><li>Struggling 4: July-Oct </li></ul><ul><li>Retaining 2: Nov-Dec </li></ul>Keraniganj Sutrapur Srinagar Taltola Nawabganj
  4. 4. Historical Analysis <ul><li>Historically SPS is positioned to a very close proximity to C&C hubs of the country, which actually put SPS sales into a deep trouble right after the budget. Huge de-hoarding at this time plays a negative role in regular Tm&D practice. </li></ul><ul><li>To add more, till 2010 there has not been any distinguished offer from VLS brands in market which can cater latent market demands. Where as other competitors took their fair share through materializing kind /cash or both benefit for this no frill segment. </li></ul>Growing 6: 2008 Strg. 4: 2008 Retain 2: 2008 Growing 6: 2009 Strg. 4: 2009 Retain 2: 2009 Growing 6: 2008 Strg. 4: 2008 Retain 2: 2008 VR GF PLT 7% growth
  5. 5. Problem Statement Retention in VLS segment in SPS has been a problem since PI 2010. PLT didn’t seem to recover a robust STT until there has been a competitive/better offer comes in the market. Therefore reasoning the retention facts of SPS has been a key question.
  6. 6. Current Stat. of retention (%): Before (Trade promo & Pack redemption) vs. After. After PI 2010, only 46% sections were above the retention level (80%) whereas PR & TP hits in the market SPS has flown with an astounding growth of 7% with 60% sections retaining above that level.
  7. 7. By point Analyzer After PI 2010, if we analyze SPS points in terms of geographic dispersion and retention(%) the more we go rural we had struggle in retaining the base. Further analyzing all points of SPS in terms of geographic dispersion and retention(%) after TP & PR hardly we see any significant difference on the basis of “Rural-Urban” scenario. Retention Geographic Dispersion Urban Rural Low High Sutrapur Taltola N”ganj Sreenagar Keraniganj Post TP & PR Retention Geographic Dispersion Urban Rural Low High Sutrapur Sreenagar Taltola Keraniganj N’bganj
  8. 8. Sutrapur Post Point: Sutrapur Sections: 18 Pre 105% 121% Market Responsiveness Retention Stat. on the basis of PR & TP Closest proximity to DCC. Indifferent to any kind of offer from retail end. 53% sections are above house avg.(80%) retention. Going to a growth momentum due to portfolio strength in urban areas.
  9. 9. Keraniganj Retntion before discount Retntion After discount Post Point: Keraniganj Sections: 53 Pre 76% 101% Market Responsiveness Retention Stat. on the basis of PR & TP 45% sections are rural and therefore very much dependent on seasonal issues. Massive urbanization is on the process helps to pick the momentum for rest of 60% sections. 42% sections are above SPS overall retention.
  10. 10. Nawabganj Retntion before discount Retntion After discount Post Point: Nawabganj Sections: 36 Pre 63% 87% Market Responsiveness Retention Stat. on the basis of PR & TP Major hit comes from Nawabganj as majority of the sections represent rural sections and are very much cognizant to any kind of cash/kind benefit. Seasonal impact is medium. 42% sections are above the SPS overall average retention level.
  11. 11. Sreenagar Retntion before discount Retntion After discount Post Point: Sreenagar Sections: 20 Pre 92% 116% Market Responsiveness Retention Stat. on the basis of PR & TP Largely agro-based economy operates In Sreenagar with mostly rural markets (74% rural sections), making this Market highly sensitive towards seasonality impact and price changes. 5 sections are in close proximity with C&Cs. 50% of sections are above house average.
  12. 12. Taltola Retntion before discount Retntion After discount Post Point: Taltala Sections:18 Pre 80% 101% Market Responsiveness Retention Stat. on the basis of PR & TP With a similar economic system and geographic situation to Sreenagar (83% Rural Sections), Talata is the only Red market in SPS. Competition is more aggressive and market is price sensitive. 4 sections are in close proximity with C&Cs and 39% of sections are above house average. ,
  13. 13. Way Forward <ul><li>Stick to Basic: </li></ul><ul><ul><ul><ul><li>Basic TM&D best practice in the pitch aligning with RTM objectives. </li></ul></ul></ul></ul><ul><li>Weaving Value Addition: </li></ul><ul><ul><ul><ul><li>Rural Hubs penetration (occupational hubs). </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>1-2-1 & 1-2 many engagement in Keraniganj, Nawabganj. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Seasonal package for Retails. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Connecting the need of retails at times of harvesting & seeding. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Own your Consumer Platform”. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Competitive Trade promotion for a long period especially for 1 year in rural areas.( a backend resource for transforming consumers) </li></ul></ul></ul></ul>is the answer from SPS team for sustainable retention claimant for Pilot right after PI
  14. 14. <ul><li>Thanks </li></ul>

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