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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- [email protected])
(Handheld: 7738209654)