Wipro consumer care

1. Summer Internship project presentation SUBMITTED BY : SUSHANT PURI ROLL NO : 163 XAVIER INSTITUTE OF MANAGEMENT & ENTERPRENUERSHIP , BANGALORE

2. Nielsen Whether you're eyeing markets in the next town or across continents, we understand the importance of knowing what consumers watch and buy.  That's our passion and the very heart of our business. We study consumers in more than 100 countries to give you the most complete view of trends and habits worldwide.  And we're constantly evolving, not only in terms of where we measure, or who we measure, but in how our insights can help you drive profitable growth. Whether your business is a multinational enterprise or a single storefront, we believe innovation is the key to success, in both what you create and how you market your products and ideas.  That's why we continue to develop better solutions to help you meet the needs of today's consumers, and find out where they're headed next. So let's put our heads together.  We'll bring our insight to your business and help you grow. WHAT WE MEASURE RETAIL ONLINE   GLOBAL CONSUMER CONFIDENCE   DIGITAL

3. RMS ( Retail Measurement Service) Which companies/ brands are present in the market?   How much business (value/volume) do these brands do? How are these brands distributed in the market? What is the market share of each brand? The market can be understood by studying the Population Census (commonly available from Government agencies) and by profiling the Retail stores in the market   With the understanding of Market Universe, we can then use a Sample based methodology to measure data for the entire market… RMS METHODOLOGY  

4. RETAIL MARKET MEASUREMENT Where does the population reside - Major cities/Smaller cities? Rural population? What type of retail environment is prevalent – types of retail stores? What store types/channels do consumers buy from? What about Modern Trade?     UNDERSTAND THE MARKET STRUCTURE   DETERMINE A REPRESENTATIVE SAMPLE   CAPTURE DATA MONTHLY FROM STORES     EXTRAPOLATE SAMPLE DATA FROM UNIVERSE   GENERATE FINAL DATABASE.   DEFINE UNIVERSE DESIGN SAMPLE AUDIT DATA CONDUCT AUDIT PROJECT AUDIT DATA GENERATE CLIENT DELIVERABLES RMS END TO END PROCESS

5. understanding Retail landscape of deodorant market in India on the perspective of WIPRO CONSUMER CARE

6. What is the market size of Deodorants in India? What are the major brands in India? Which deodorant formats are seeing most dynamic growth? What are the key trends in product development? What is the market share, growth, sales and distribution of major players in the market? What is the scope of Wipro consumer product to increase sales ? Business questions ? The main objective for this study to understand the scope where Wipro can grow and invest so to increase his sales and compete in the market ?

7. Larger can size of aerosol say 100 -300 Ml are growing in India for the category of deodorant. As the category is driven by impulse buying behavior and has low brand loyalty, manufacturers are launching variants based on fragrances to remain strong . users buying multiple brands or variants for different occasions also drove growth in this category. Through offering lower price points, the use of smaller pack sizes can help increase the sales . Introduction of new form like no gas only spray of Vini cosmetics is also driving manufacturers to innovate on there products. There are more than 500 deodorant brands in India. Evolving consumer preferences, lifestyle changes are some of the factors for pushing manufacturers to come up with a new product. The urban youth is increasingly looking for grooming choices and deodorants are becoming an integral lifestyle product. Deodorant is mostly present in urban market but slowly its penetrating urban market in India . The Fragrance category is valued at INR 2910.8 crores in India and growing at 6.8%. Deodorant is valued at 2,246 crores in India and is growing at 5.9 % . Perfume is valued at 656.7 crores in India and is growing at 10% Cologne is valued at 7.7 crores having a negative growth rate in India Out of total fragrance category no of users men are (56.7%) and women are (20.4%) Urban market is the major market for fragrance category . Category overview Market overview Key trends Growth Drivers

8. Value in crores Contribution from men (Val in crs) No of users men in % Contribution from women (Val in crs) No of users women in % Fragrance 2910.8 1676.7 57.6 594.6 20.4 Category Performance All India Value in crores 2014 Value in crores 2015 MS VAL% 2014 MS Val% 2015 Growth % in Val 2014 Growth % in Val 2015 Vol in tons 2014 Vol in tons 2015 MS vol 2014 MS Vol 2015 Growth % in vol 14 Growth % in vol 15 AVG price /kg 14 AVG Price/ kg15 Fragrance 2,725.9 2,910.8 100.0 100.0 6.7 6.8 20,509.4 19,985.9 100.0 100.0 -0.9 -2.6 119.0 121.3 Deodorant 2,120.3 2,246.4 77.8 77.2 9.4 5.9 18,257.6 17,586.1 89.0 88.0 -0.3 -3.7 162.2 172.5 Perfume 597.0 656.7 21.9 22.6 -2.0 10.0 2,167.3 2,331.1 10.6 11.7 -5.3 7.6 Cologne 8.6 7.7 0.3 0.3 -5.9 -9.6 84.5 68.6 0.4 0.3 -12.6 -18.7 As compare to last year category by value it is growing by 6.8% because the Avg price / unit is increasing If you see change in % vol is negative that means consumption is going down . Similarly for deodorant segment it is growing in terms of Val by 5.9 %. But if you see growth in vol its negative that is consumption decrease as the Avg price / unit is increased . Major contributor in the category of fragrance is by men by adding (1676.7 crs ) and by women it is (594.6 crs). So the Fragrance industry is Dominated by men covering (57.6%) and women are (20.4%) and rest are o

9. MS % by VAL MS % by VAL MS % by VAL All India Category Performance All India urban Val in crores Vol in tons % chg. vol % Chg. VAL Fragrance 2,516.5 17,570.8 -2.9 6.6 Deodorant 1,999.9 15,712.5 -3.8 5.9 Perfume 509.1 1,791.0 6.7 9.3 cologne 7.6 67.3 -18.9 -9.8 All India Rural Val in crores Vol in tons % chg. vol % Chg. VAL Fragrance 394.3 2,415.1 -0.3 8.2 Deodorant 246.5 1,873.7 -3.0 5.9 Perfume 147.6 540.1 10.5 12.3 cologne 0.2 1.3 -7.1 4.1 All India (U+R) Val in crores Vol in tons % chg. vol % Chg. VAL Fragrance 2,910.8 19,985.9 -2.6 6.8 Deodorant 2,246.4 17,586.1 -3.7 5.9 Perfume 656.7 2,331.1 7.6 10.0 cologne 7.7 68.6 -18.7 -9.6

10. All INDIA ZONE PERFORMANCE (U+R) North zone Vol in Tons MS VOL % chg. vol Val in crs % Chg. Val Fragrance 6,040.6 100.0 -1.3 913.5 8.0 Deodorant 5,205.1 86.2 -2.6 663.3 6.7 Perfume 829.8 13.7 8.5 249.3 11.6 cologne 5.8 0.1 -32.5 0.9 17.6 South zone Vol in Tons MS VOL % chg in vol Val in crores % Chg. Val Fragrance 4,567.2 100.0 -4.0 606.2 5.0 Deodorant 4,291.8 94.0 -4.7 536.0 4.2 Perfume 247.4 5.4 11.2 66.9 13.7 cologne 27.9 0.6 -19.6 3.3 -14.4 MS % VAL MS % VAL

11. East zone Vol in Tons MS VOL % chg. vol Val in crores % Chg. Val Fragrance 4,636.9 100.0 -1.0 685.8 7.6 Deodorant 4,026.0 86.8 -1.4 526.0 8.8 Perfume 595.8 12.8 2.6 158.4 3.7 cologne 15.1 0.3 -21.8 1.4 -11.3 West Zone Vol in Tons MS VOL % chg. vol Val in crores % Chg. Val Fragrance 4,741.2 100.0 -4.2 705.3 6.0 Deodorant 4,063.2 85.7 -6.1 521.1 4.0 Perfume 658.2 13.9 9.8 182.1 12.3 cologne 19.9 0.4 -9.3 2.1 -9.1 MS % VAL MS % VAL

12. (-1.9) Major Contributors from All the Zones Value inside brackets represents growth in terms of volume

13. Top Five Manufacturers 2015 in Deodorant Category BRANDS Volume in Tons MS Vol Growth in % vol Dealers in '000s Avg Price / Unit TOP COMPANIES         FRAGRANCE - DEODORANT 17,586.1 88.0 -2.6 1,267.8 172.5 VINI COSMETICS PVT LTD FOGG 2,509.9 12.6 2.8 568.7 202.7 HINDUSTAN UNILEVER LIMITED AXE 1,533.5 7.7 -16.8 462.8 173.9 I T C ENGAGE 1,786.2 8.9 16.4 286.0 184.0 J K HELENE CURTIS PARK AVENUE 1,303.1 6.5 1.0 339.1 173.5 MCNROE CONSUMER PRODUCTS LTD WILDSTONE 1,280.7 6.4 -15.9 389.7 180.4 WIPRO CONSUMER PRODUCTS YARDLEY 689.0 3.4 -14.7 176.4 165.7

14. Wipro consumer Product All India (U+R)2015 All India (U+R)2014 Brand Value in crores MS % VAL % Chg Val Vol in Tons MS VOL % Chg. Vol Avg Price/ unit Yardley 59.5 2.0 -2.5 519.2 2.6 -6.68 171.7 Santoor 14.3 0.5 -36.3 127.8 0.6 -39.32 166.2 Aramusk 3.1 0.1 -2.3 35.4 0.2 -2.6 173.3 Brand Value in crores MS % VAL % Chg Val Vol In Tons MS VOL % Chg. Vol Avg Price/ unit Yardley 61.1 2.2 -1.3 556.4 2.7 -2.36 168.5 Santoor 22.4 0.8 -20.8 210.6 1.0 -22.28 158.1 Aramusk 3.2 0.1 -25.3 34.5 0.2 -20.99 172.7 Wipro consumer Product is valued at INR 77.7 crores with a market share of 2.7% which got decreased from last year 87.4 crores with a rate of -11.4 . Growth in terms off volume for the year 2015 its declining with the rate of -14.67%

15.   Vol in Tons MS Vol % chg. In vol MS Val% % Chg. Val Avg Price / Unit VANESA CARE PVT LTD 790.4 4.0 12.5 3.4 17.6 184.8 T T K HEALTH CARE 884.3 4.4 3.0 3.4 17.5 113.0 ADJAVIS VENTURE LTD 648.4 3.2 139.0 3.3 161.0 194.4 WIPRO CONS PRODS 689.0 3.4 -14.7 2.7 -11.0 170.6 Wipro Consumer Product ALL INDIA (U+R)2015 VS Competitors Top Competitors of Wipro are Vanessa (Denver ,Envy) are two major brand with market share of 3.4% TTK Health care (EVA )is a major brand with market share of 3.4% Adjavis Venture Ltd (Layers shot & Layers wotta girl ) are two major brand with a market share of 3.3% All India Rural Market (2015) Fragrance category is valued at INR 246.5 crores in India . In all India rural market Wipro products are valued At 5.9 crores in India with a market share of 1.4% and declining wit a rate of -13.8 %. Santoor is major Brand which is doing good and contributing 3.5 crores in India apart from that Yardley is contributing 1.9 crores. In terms growth in volume Wipro consumer product's are declining with a rate of -17.6%

16. North Zone Urban 2015 South Zone Urban 2015 East Zone Urban 2015 West Zone Urban 2015 Val in crores MS Val% % Chg Val Vol in Tons % chg. Vol DENVER 35.7 4.5 13.9 291.9 7.7 ENVY 10.8 1.3 -2.0 76.5 -2.6 LAYERS SHOT 23.0 2.9 264.7 150.4 244.0 LAYERS WOTTAGIRL 9.2 1.2 219.0 61.2 210.2 EVA 30.0 3.7 29.0 263.4 13.1 YARDLEY 11.2 1.4 -7.4 97.4 -10.8 SANTOOR 0.4 0.0 -55.3 3.3 -56.2 Val in crores MS Val% % Chg Val Vol in Tons % chg. vol EVA 32.7 5.9 0.8 296.4 -9.4 YARDLEY 24.2 4.4 2.7 211.5 -1.9 SANTOOR 3.0 0.5 -58.0 27.4 -59.1 Val in crores MS Val% % Chg Val Vol in tons % Chg. Vol LAYERS SHOT 15.3 2.8 256.4 101.4 241.1 LAYERS WOTTAGIRL 5.6 1.0 301.1 37.0 287.2 ENVY 8.4 1.5 1.5 59.5 21.4 DENVER 8.3 1.5 1.5 67.2 26.5 YARDLEY 8.6 1.6 -0.9 74.6 -4.4 SANTOOR 5.9 1.1 -12.7 50.9 -17.9 Val in crores MS Val% % Chg Val Vol in Tons % Chg. Vol LAYERS SHOT 16.6 2.7 206.0 110.2 192.6 LAYERS WOTTAGIRL 6.4 1.0 175.7 43.0 168.9 EVA 18.4 3.0 18.3 15.4 99.6 YARDLEY 13.7 2.2 -5.7 119.7 -10.3 SANTOOR 1.6 0.3 -61.6 15.1 -61.8 DENVER 9.8 1.6 25.1 80.7 18.6 ENVY 4.0 0.6 -17.8 27.8 -21.1

17. North Zone Rural 2015 South Zone Rural 2015 East Zone Rural 2015 West Zone Rural 2015 Val in crores MS Val% % Chg Val Vol in Tons % chg. Vol DENVER 2.3 2.0 10.4 17.8 3.8 ENVY 0.5 0.4 -16.9 3.5 -22.8 LAYERS SHOT 1.8 1.6 429.0 12.2 419.8 LAYERS WOTTAGIRL 0.6 0.5 60.5 3.9 57.5 EVA 2.1 1.9 72.7 19.3 47.2 YARDLEY 0.1 0.1 -72.7 0.7 -74.6 Val in crores MS Val% % Chg Val Vol in Tons % chg. vol EVA 4.1 7.9 48.5 37.1 29.2 SANTOOR 1.1 2.1 -22.4 10.1 -24.0 YARDLEY 0.6 1.1 -35.9 4.7 -39.3 Val in crores MS Val% % Chg Val Vol in tons % Chg. Vol LAYERS SHOT 2.9 2.1 261.9 18.8 240.5 LAYERS WOTTAGIRL 0.7 0.5 931.8 4.3 880.8 SNTOOR 1.6 1.2 10.9 13.7 2.4 YARDLEY 1.1 0.8 12.1 8.9 8.7 Val in crores MS Val% % Chg Val Vol in Tons % Chg. Vol ENVY 1.7 1.8 -47.3 12.5 -48.0 DENVER 1.0 1.1 -54.0 7.8 -56.2 EVA 1.5 1.6 115.4 13.9 99.6 LAYERS SHOT 1.4 1.5 284.3 9.2 263.4 LAYERS WOTTAGIRL 0.9 1.0 343.5 5.9 306.6 SANTOOR 0.8 0.9 -3.7 7.3 -6.7 YARDLEY 0.2 0.2 45.0 1.6 40.5

18. Pack size Performance All India (U+R) Vol in Tons YEC 14 Vol in Tons YEC 15 Growth in vol 14 Growth In vol 15 Growth in. Val YEC 14   Growth in Val YEC 15 Avg Price / Unit YEC 14 YEC15 DEODORANT 18,257.6 17,586.1 -0.3 -3.7 9.4 5.9 162.2 172.5 150.00 ml 11,136.2 9,178.8 -16.4 -17.6 -10.3 -13.1 169.3 180.3 120.00 ml 2,467.5 2,808.3 63.5 13.8 75.2 20.5 193.0 204.3 165.00 ml 1,564.3 1,747.0 194.1 11.7 192.5 23.4 168.0 183.6 135.00 ml 185.6 622.4 -100.0 235.4 -100.0 244.6 195.3 200.7 125.00 ml 826.1 786.4 -8.1 -4.8 -0.1 1.8 121.5 130.0 122.00 ml 103.6 442.1 -100.0 326.8 -100.0 328.6 222.3 223.2 75.00 ml 367.8 370.1 10.2 0.6 -4.7 10.4 78.0 86.7 200.00 ml 430.0 351.6 -29.0 -18.2 -23.8 -14.8 175.4 183.7 % change in Value

19. Because of the continuous negative growth in the year 2014 & 15 Wipro is pulling down the deodorant segment. Wipro is present in only 150 ml segment which is having a negative growth rate in 2015& 2014 as well . They don’t have any special promotion they are using regular promotion only . Wipro major brands has only women segment both in Yardley and santoor , they don’t have any other variant. lavender , sandal , rose are main fragrance but again sku from this fragrance are very less in terms of market share and value in crs . Major competitor for Wipro is TTK (EVA ) having a low price and variety in brands for women category . Wipro is doing good specially in south zone urban with his competitor so they should focus more on other zones . Majorly because of ITC , VINI the category is growing they are pushing the segments of (122,135,165ml ) in both rural and urban . Major brands for 122 ml category is Hul (Axe), VINI (Fogg), ITC (Engage) Recommendations and conclusions Recommendations What W ipro can do is to launch a new Product & sku in a category of 122,135,165 which are having a higher growth rate . With a different fragrance Apart from that they can launch different variants of fragrance for both men and women category with the base pack size of 122 , 165 ml category . With the base pack size of these category they can focus on rural market also where there competitors are doing well . They can focus and work on promotion type like , value promo to increase there sales . Top brands like ENGAGE, AXE, are pushing value ,& volume promotions so Wipro can also do the value promotions to increase sales . 150M+RS25OF VALUE PROMO , 150M+30M VOLUME PROMO

20. Thank you

21. TO Understand Nielsen STORE OBSERVATION on the perspective of USL +DIAGEO.

22. Store OBSERVATION Nielsen Store Observations is the market leader , in store research for consumer product manufacturers. Understand what consumers observe at the shelf and monitor promotion activity, to test and analyze the impact of proposed planogram on the consumer or to evaluate if new product available and visible in a live in-store environment. Key Benefits of store observation : See what consumers see in-store and understand how that translates to sales and opportunities. To increase the market share and sales . Understand what consumer observe at shelf what are there preference what they buy. Work more effectively with the retailers to ensure that proposed products and promotion plans are worked out properly . Monitor promotion activity .

23. Store Observation helps answer client about Business issues like New product introduction Line extension Package change Pricing In-store merchandising Product distribution and display Trade compliance Sales force effectiveness Out-of-stock evaluation Product restage Shelf location Return on investment Store OBSERVATION

24. Brands List Talisker 30Y Singleton 18Y Johnnie Walker Family Red Black Gold Platinum Blue

25. Channels in store observation Off premise Prestige on premise Premium on premise Premium on premise with off characteristic BROWSABLE OUTLET PREMIUM TRADE OUTLET GENERAL TRADE OUTLET PRESTIGE RESTAURANT PRESTIGE BAR PREMIUM RESTAURANTS PREMIUM BARS PREMIUM CLUBS FINE DINE NIGHTCLUB PREMIUM LOUNGE PRESTIGE CLUB MASS ON PREMISE MASS ON PREMISE WITH OFF CHARACTERISTIC

26. QDVP3 : POWER OF DOING RIGHT THINGS CONSISTENTLY QUALITY DISTRIBUTION VISIBILITY PRICING PROMOTION PERSUASION Ensuring quality in our brands so to Delights the customer. Making sure availability of the right brands & sku are available in the right outlets. Using planograming visibility for our brands & categories So they are purchased more . Ensuring that we optimize and provide the best value for usl- Diageo for our consumer. Providing consumer offers that drive sales & ensure promising offers at outlets. Motivating outlet staff to recommend and support our brands. To the customer

27. STORE OBSERVATION PROCESS The first step is auditor enters the channel type and captures the GPS coordinates of the store location in the SO application. Pre loaded questions are answered and wherever photographs are required he captures it basically to look for negative incident , branding elements etc. Check for Visibility of USL+Diageo signage from outside the store Check elements like Flex Board/Glow Sign Board, Gate Arch, Standees, Flanges are present or not. Check if Branding elements inside the store are present or not . Ex: Branded Racks, Chillers, Gondolas, Bottle Glorifier, Bottle Stand etc. Check for Price communication for Royal Challenge or McDowell's No.1 is present or not it can be in the form of – Brands price list, price on bottleneck, Posters etc. Check if USL + Diageo products are dust free? If not take a picture Check if USL + Diageo products placed in order of premiumness? Ex : first 750 ml the n 1l according to brand premiumness in a correct order like first JW red label , black label etc.

28. USL STORE OBSERVATION PROCESS Check if brand families are placed together and in a correct order of their premiumness . These are the major brands of USL + DIAGEO and there order for planograming. Black Dog (Black Dog Black Reserve, Black Dog Triple Gold Reserve) Smirnoff Vodka (Smirnoff Regular Vodka, Smirnoff Flavours ) McDowell's No1 (McDowell's No. 1 Whisky, McDowell's No.1 Diet mate, McDowell's No. 1 Platinum) Johnnie Walker (JW Red Label, JW Black Label, JW double black, JW gold , JW platinum, JW Blue ) Check for USL + Diageo all sku are present or not if not mention it (2L, 1L, 750ml, 375ml, 180ml, 90ml, 60ml and 30ml.) Check and Count of front facings of all brands in the shelf . Check if the outlet have a beer chiller? Capture relevant photos required for particular questions. For all the channels Submit the survey if all the details are captured .

29. Key finding from store observation Channel 1 Jubilant agriant consumer ltd No inside branding element Price list was not available Entrance element was not there . Clean bottles dust free. Planograming is present some brands were missing Some sku were missing. Channel 2 Karnataka hockey association club Check for menu card usl designed menu card was there . Inside branding element was present ,entrance branding element was present All brands were available . No cocktail description in menu card . Bar counter was there but no sitting area. Channel 3 Nava Rasa bar & restaurant Entrance branding element for usl is present Table branding elements were present In this channel palnograming is not required. Shelf counter and price communication was present Some of the brands and sku were missing Channel 4 Mayura bar and restaurant Entrance branding element was not there. Table branding element was not there . Menu card is there but not designed by usl. MSL is listed and available.

30. Dash Board Select Time period – month/ quarter   Select channel   QDVP3 metrics Graphical representation of monthly RPC level Outlet score     Tabular Representation of monthly RPC level outlet score.    

31. REPORTS Availability Report Availability of various brands at SKU level in stores for USL + Diageo and competition Gap Report Gives information on number of outlets where USL + Diageo SKUs are not available and competition SKUs are available MSL Compliance (User Level) Report Gives the MSL compliance of stores covered by different TSEs MSL Brand – SKU Wise Report Gives the MSL compliance of stores at Brand – SKU level Shelf Share (Over All ) Gives the shelf share of various SKUs within the brand family and brands across the total shelf space Shelf Share ( RCRS ) Gives number of outlets where SKUs for RCW is (i) greater than, (ii) equal to or (iii) lesser than RSW Shelf Share (Store Level ) Gives the shelf share of USL + Diageo brands in stores covered by different TSEs

32. Thank you