Smollan GroupBrief Credentials

• Diversified Marketing Services Group.

• 80 year track record - founded in 1931

• Shareholding of Smollan Holdings:– 40% Smollan Family– 33% WPP– 27% Executives and Management

• 18,000 employees around the world

Smollan Group Overview

Malawi

Zimbabwe

South Africa

Namibia Botswana

India

Malaysia

China

Global Footprint

Brazil

Australia

Some Key Clients Worldwide…

Our Vision & Philosophy

• Add value to the client by enabling better in-store execution.

• Leverage our expertise in technology.

• Make brands look better, everyday.

Our Service Offerings

Need for Audit

Today’s Retail Scenario…

• FMCG categories increasingly driven by impulse purchases, and

hence on-shelf visibility in retail outlets is critical.

• Therefore retail stores are today characterized by

– A number of brands striving to be visible in the limited

shelf space available.

– Co-existence of competing brands on the same shelf.

– Various displays trying to grab shoppers’ attention

Business Issues Faced by Marketers• Is the money invested in POS visibility of my brands being utilized effectively in

the retail outlets.

• Are my in-store displays put up in hot spots and are these displays noticeable to

shoppers.

• Is the shelf-space that I have booked for my brand for 1 month taken up by some

other brand, 2 weeks later.

• In case if the execution is not upto the mark in a particular town, how can I

get it rectified immediately.

Need for Audit

• Need to monitor if the POS visibility is meeting the defined compliance

norms.

• Need to track on a continuos basis if the retail activation program is

yielding the expected returns.

• Need for a dynamic audit mechanism which will serve as an

actionable tool in correcting in-store execution on an ongoing basis.

What We Capture…

What we capture…We provide insights to marketers on a number of parameters impacting

retail sales and market share, thereby assisting them in decision-making.

• Availability of products

• Shelf facings

• Share of shelf vis-a-vis competition

• Location of display (hot spot visibility)

• Competitive information on POS activities

• Implementation of POS materials

• Brand and Category Adjacency on retail shelves

• Impact of POS visibility on brand choice

• Out of stock instances

Technological Expertise

• All auditors carry GPRS-enabled Hand Held

Terminals which are used for

– Capturing data

– Taking pictures

• Once data on all tasks & activities of an outlet are

completed, auditor saves the data.

• Within a span of few minutes, data & photos get

uploaded on the server through GPRS.

Pen & Paper vs. Technology

Pen & Paper Approach

• Data reporting at the end of the month, therefore not actionable in the same month.

• Errors during data punching could result in incorrect data report.

• Possibility of questionnaires getting misplaced/lost in transit; therefore impacting data output.

Technological Approach

• Real-time data reporting, therefore non-compliant displays can be corrected immediately.

• No data punching required, therefore chances of errors minimized.

• No loss in transit; data can be accessed on the same day at the click of a button.

Process

Monthly Audit Cycle

Process

Compliance norms specified by the client appears in HHT as standard template

Standard Template Actual Display

Photograph of Actual display present in outlet is clicked by auditor and gets saved as actual template to arrive at deviation from compliance norms.

Value Addition

• Our technological expertise has resulted in immense value

addition to clients due to

– Real Time data access – (data is more actionable)

– Picture-profile of stores audited in the day can be accessed on

same day.

– Customized Dashboards

– Reduced lead time in between data capture and data reporting.

– Customized reporting – Store -wise & Aggregate reports

POS Elements Audited

POS Elements Audited (1)Shelf Display (Dove)

Planogramming (Hair Care)

Shelf Display (Surf Excel)

Planogramming (Skin Cream)

POS Elements Audited (2)Tea Visibility Rod

Counter Top Units

Visibility Rod (Shampoo)

Counter Top Units

Coverage

30,000 outlets

Across 120 towns

Over 1,50,000 displays

Every month we cover

Looking forward to work with you on this assignment

In case of any queries please contact Kartik Bhat (Mail- kartik.bhat@smollan.co.in)

(Handheld: 7738209654)