To Ascertain The Effectiveness Of In-Shop Campaign Of Emami

H&T and Give Suggestion For Improvement.

Presented by: Harshit Malpani (IMT-Nagpur)

Divya Shah (IMT-Ghaziabad)
Mentored by : Mr. Gouraba Rath
Date : 17-05-2019
 UNDERSTANDING OF THE PROJECT

Project Brief
At present the market share of Emami H&T Rice Bran Oil in West Bengal is 70%, and the
company aims to increase its share. With this aim the Emami H&T In shop campaign is
launced across Kolkata UA which will cover 638 retail outlets. The main objective of the
campaign is to increase the awareness about Rice Bran oil and its benefits and generate
trials.
The activity is done for two consecutive weeks on weekends at each retail store where a
promoter is involved in giving a Rs 10 sample of Rice Bran oil along with a leaflet to the
consumers.

Objective
To ascertain the effectiveness of this campaign and suggest the areas of improvements

Sub-Objectives
• To interact with consumers, retailers, and promoters about the campaign and generate qualitative
insights
• To involve in observational research study by visiting retail stores where the campaign is run
 CHALLENGES FACED BY RBO

• Since as a variant in the Edible oil category

branded RBO was started to be sold in Indian
markets in 2013, that’s why the awareness level
of RBO is not as high as other variants of cooking
oil
• People in West Bengal prefer to use KGMO as
their first choice, followed by Refined Soybean oil
• Some consumers preferred light colour cooking
oil and being the colour of RBO little dark posed
a major hindrance for them to make a choice for
RBO
 RESEARCH METHODOLOGY

• Sample size taken for the study is :-

Retailers - 75
Consumers - 400
• Convenience Sampling is used to select the sample size
• Target Audience will be the customers who have been given sample
• Data is collected using observational method and through in-depth
interviews of Retailers, customers, and promoters during market visits
 FACTS & FIGURES

• In-Shop promotion is done in 275 Retail outlets out of the 632 selected outlets
for the campaign

• Visited 20 different markets including some markets of UA to conduct the study

• Median Price to Consumer for 1ltr pouch of RBO is around 93/- as compared to
fortune which is around 95/-.

• Median Price to Retailer for 1ltr pouch of RBO is around 88/- whereas the MRP is
110/-.

• Median stock that chosen retailer for this activity has is close to 7 cases/pm.
SNAPSHOT OF AVG PRICE AND ORDER LEVEL

EMAMI FORTUNE OTHERS

PTC of RBO 93 95

PTC of KGMO 100 100 Engine(117)

PTC of SBO 97 96

Order Level of RBO 8peti/pm 10peti/pm

Order Level of KGMO 12peti/pm 12peti/pm Engine (16peti/pm);

1peti=20 pouches,
Dhara(2peti/pm)
Order Level of SBO 10peti/pm 10peti/pm Ganesh, Saffola:
2petis
Sundrop(113)
DATA ANALYSIS AND INTERPRETATION
 KEY PERFORMANCE INDICATORS

1. Aware about RBO

2. Not Aware about RBO
3. No. of users who are aware and use RBO.
4. Total sampling done and the sales conversion from that
sampling.
5. Promoter effectiveness
6. Availability of space
7. Outlet chosen
 AWARENESS LEVEL OF RBO

Particulars Total No. of Heard about Not aware Heard and used
Consumers RBO RBO
Values 400 268 132 83
Percentage 67% 32% 31%

Kolkata Population = 5.8 Million

Heard About RBO = 3.886 Million

Not Aware = 1.856 Million

Heard and used RBO = 1.20 Million

Total Number of people we are educating = 4.542 Million or 78.31%

 SALES CONVERSION

• Total Number Of Sampling Done = 3000

• Sale of 1ltr Pouch of RBO = 750

• Average %age of sale conversion = 25%

• Other brand user Sampled = 2250 i.e. 75%

• Overall, On an average 40% Fortune users, 30% Emami H&T users and
remaining 30% other edible oil brand users were sampled.
 PROMOTER EFFECTIVENESS

Quality No. of Sample Total Sales % Sale

Highly Effective 1800 504 28%
Least Effective 880 115 13%
Somewhat Effective 320 131 22%
Grand Total 3000 750 25%

INSIGHT : Highly Effective Promoter is able to generate more RBO sales, followed by
Somewhat effective and lastly the least effective.

Promoter Effectiveness is judged by :-

1. Education
2. Activeness in approaching people
3. Knowing whom to sample.
AVAILABILITY OF SPACE AND OUTLET CHOSEN

Attributes No. of Samples Sum of Sales % of sales

Available 2500 700

Good 2000 600 30%
Can be improved 500 100 20%
Not available 500 50
Can be improved 150 10 6%
Good 350 40 11%
Grand Total 3000 750

• Factor chosen for availability of space and outlet chosen:-

1. Banners and standees have to be put.
2. There is sufficient space for the promoter to
communicate.
• 8/75 i.e. 11% of the stores lacks in availability of space out of
space.
• 10/75 i.e. 13% outlet which were chosen can be improved.
 CONCLUSIONS

Possible Solution (If

OBSERVATION Any)
Stores which have high footfall should be given to effective Promoter rating will help in increasing
1
promoter. the efficiency of the campaign.

Outlet should be chosen where we

In certain stores, lack of space for the promoter caused can put standees and there is
2
hindrance in approaching the customer. enough space for the promoter to
communicate

Less P.O.P(Point of Purchase)/ compare to H&T’s competitor Retailers hang Rs5 and Rs10 pouches
3 in front face of the store will help in
H&T has less no. of brand activities in the retail store. providing high brand visibility.

In UA Region, Promotion used to start late and supervisor used Surprise visit by Sales officer will help in
4
to come late to the area. keeping check of this type of issues.
 Suggestions to Improve Market Share

• Retailers should hang Rs5 & Rs10 pouches in front face of the store.

• Collaborating with dhabas like Jai Hind where we can put table mats will
help in subtle marketing of our product

• Using stickers in shops will help in increasing the visibility

• Perform similar brand activation activity in the corporate offices

 LEARNINGS FROM INTERNSHIP

• Structured Thinking
• Not to take approvals
• Don’t loose your credibility and think twice before making any
statement.
• Learnt to take instant decisions.
• Learnt how to build relationships.
• Developed the confidence of taking risk and not to think much
rather put them into task.
Thank You