Anda di halaman 1dari 6

Brand Plan Baking Powder

Current Scenario

Currently this category contributing 1% in total revenue.


Marriage Seasonal Sale.
Catering type of product.
Last year we are selling 24461 CB.
Last year we are growing @19.00%.
Our distribution is 4% in July 2016.
Our Throughput per outlet is 00.4 CB in July 2016.

TOPS Baking Powder: AN OVERVIEW

Top 5 State in Baking Powder sales

Sales
U.P - East
Bihar
UP-NCR
Delhi South
Delhi West
Others

Sales
U.P East
Bihar
UP-NCR
Delhi
South
Delhi
West
Others

15.23
12.22
7.04
6.44
5.53
53.77

Objective
Increase market share.
Increase distribution.
Increase self space.
Increase off take.

Competitive scenario
Comparative analysis of SKUs
TOPS

Weikfeild

Consumer Bulk
Packs
Packs

Consumer
Packs

Bulk
Packs

48 X 100 g
Polyjar

100 X 50 g
Polyjar
100 X 100 g
Polyjar

25 X 1 kg
Bag
4 X 3 kg
Carton

12 X 1 kg
Bag

REX
Consu
mer
Packs
100 X
100 g
Polyjar

Bulk
Packs
25 X 1 kg
Bag
4 X 3 kg
Carton

12 X 400 g
Polyjar

50 X 200 g
Polyjar
30 X 400 g
Polyjar

5 X 5 kg
Bag
1 X 14 kg
30 X
Tin
400 g
Polyjar
1 X 25 kg
Bag

Increase in Distributions
Currently our distribution is 4% in July 2016.
Increase our distribution from 4% to 8% in coming months which is
200% from current.
Currently our coverage is 131000 outlets
Baking powder present in only 5251 outlets
After increasing distribution we go on 10502 outlets.

Distribution Plan for Baking Powder


S.N
o.
1

State

Total

Current
Distribution is
4% as per data
of July Field
Assist

Delhi
a) South Delhi
b) West Delhi
c) North Delhi
d) East Delhi
e) Central Delhi

3954
4154
3680
3342
925

158
166
147
134
37

316
332
294
267
74

U.P
a) U.P - West
b) U.P - NCR
c) U.P- East
d) U.P - Central

14125
2490
6943
2400

Uttranchal

6426

565
100
278
96
0
257

1130
199
555
192
0
514

Projected
Distribution
8%

6
7
8
9
10
11
12
13
14
15
16
17

Haryana
a) Haryana - NCR
b) Haryana - 1
c) Haryana - 2
Punjab
a) Zirakpur
b) Amritsar
Himachal
Pradesh
Jammu &
Kashmir
Madhya Pradesh
Chhattisgarh
Bihar
Jharkhand
Gujarat
Rajasthan - 1
Rajasthan - 2
West Bengal
Odisha
Assam
Total

1720
3355
3603
0
0
3325
5699

69
134
144
0
0
133
228

138
268
288
0
0
266
456

3200

128

256

3559

142

285

9410
5027
7881
3808
4601
5600
4675
7680
7965
1727
131274

376
201
315
152
184
224
187
307
319
69
5251

753
402
630
305
368
448
374
614
637
138
10502

Sales Projection

Currently our Sales are 24416 CB in 2015-2016.


Increase from Distribution 100%.
Total increase in sales 100=100% Growth.
Total volume 2 times folds in current sales which is 48832 CB in
coming year.

Self Space
Increase our self space by new launched product.

Trade Scheme & QPS Seasonal scheme calendar for Baking Powder
Sr.N
o.

Sche
me

Sche
me
Type

Trade

Primar
y for
retailer

QPS

Prepared By
Manendra Shukla

Second
ary for
distrib
utor(Si
ngle
lot)

Sept Oct
Nove
emb obe
mber
er
r

Dece
mber

11+1

11+1

6-9
CB=
00.5
CB
Free
1012
CB=
1
CB
Free

6-9
CB=
00.5
CB
Free
10-12
CB=
1 CB
Free

Proposed By -

Jan
uar
y

Febr
uary

Mar Apr
ch
il
11+
1

6-9
CB=
00.5
CB
Free
10-12
CB=
1 CB
Free

Approved By -

Mr. MrinalAggrawal

Mr. Nitin Seth