BrandIdea, FMCGs for Rural Mkts Use-cases

BrandIdea, FMCGs for Rural Mkts Use-cases

Transcript

1. Updated Features / Use-cases for Rural India 28.Apr.20 ©Brandidea. Strictly Confidential
2. Instant focus on Inequalities, Strategic Options, Opportunities Grabbing & Challenges Resolution : From the macro level to drilled-down granular level, User can segment Markets on any parameter – thousands of datasets, covering demographics, lifestyle, village facilities, farmer incomes, crop dynamics, monsoon, farmer attitudes, consumption, health, etc.
3. Use-case : Opportunities that open up when shifts take place at the ground-level. Micro Growth Indicators : Growth factors in Villgs can be tracked to indicate newer priorities – Yearly Popn Growth, Per Capita Income Shifts, Infrastructure additions, Monsoon effects, critical change agents like Toilet Construction under Swachh Bharat, Bank Accts, etc.
4. Use-case : Opportunities that open up when shifts take place at the ground-level. Micro Growth Indicators : Growth factors in Villgs can be tracked to indicate newer priorities – Yearly Popn Growth, Per Capita Income Shifts, Infrastructure additions, Monsoon effects, critical change agents like Toilet Construction under Swachh Bharat, Bank Accts, etc.
5. Rural Cohorts : Rural Individuals are segmented & clustered by their Economic Value & Occupation. The above Distt-level visualization brings into focus the diversity that exists in Rural India, beyond usual demographic segmentation. Use-case : Such segmentation provides for finer SKU-Market Fit modelling.
6. Rural Progressive Index : Villgs are indexed (Most Developed, Developed, Transition & Under- developed) by factoring hundreds of external data variables in line with the Category. Use-case : Clustering of Villgs, allows easy prioritization, not just at Villg level but on all levels above.
7. Sales Growth vs De-growth: Instant focus on Key Mkts that need attention. Use-case : One can instantly visualize the key opportunities & challenges and drill down to corrective actions, especially required in a Team Review.
8. Sales Growth vs De-growth: User can filter the Top Mkts (Top 100 as above) & focus on the Larger Mkts that need attention. Use-case : One can instantly visualize the key opportunities & challenges and drill down to corrective actions, especially required in a Team Review.
9. White Space Analysis : All Sales data is visualized relationally, so that Gaps & Prioritization is established. Use-case : Instant discovery of Unpenetrated or Low-penetrated areas & its relative importance for action.
10. Category Share % : Estimates every Category Consumption from Micro Village to Macro Rural. Therefore, App estimates your Category Share at granular levels. Use-case : Prioritize Mkts periodically, to invest, set-up RS distributors, run promotions in low category share mkts, etc.
11. Category Share % : Estimates every Category Consumption from Micro Village to Macro Rural. Therefore, App estimates your Category Share at granular levels. Use-case : Prioritize Mkts periodically, to invest, set-up RS distributors, run promotions in low category share mkts, etc.
12. Numeric Distributn (Direct) %: Count of FMCG Retailer & Wholesaler Nos. indexed against your Retailers for each Category. Use-case : Prioritize Micro Markets by allowing accurate benchmarking with your existing coverage – critically, view of Villgs with high No. of Retailers.
13. Wholesale Trade Influence Re-allocation : Re-allocates W.S. Trade Sales from Originating Villg to Adjacent Villgs & beyond - by analyzing strength & proximity of competing Direct- covered Retailers, Numeric Distribtn & Category Share of Adjacent Villgs. Use-case : Apart from giving you a truer Category Share % and Numeric Distribution % in the Villgs for better prioritization, the resultant Direct vs Indirect Coverage optimization can be achieved.
14. Indirect to Direct or Vice-versa Recommendatn : Based on lack of coverage, growth and low Retailer & Consumptn penetration in Villgs reliant on Direct or Indirect Coverage, the App recommends those Villgs or Taluks that need to shift focus. Use-case : Key recommendation for impactful outcomes in our GTM approach, especially for poorly performing Villgs or Taluks.
15. Correlation of any External Data Variables with Sales : User can build Indices of External Data variables that correlate with Sales to understand receptivity of Geographies. Use-case : Opportunity for Specialists to conduct their own analysis inside the App, other than what the current App Menu offers.
16. Top Impactable Last Mile Mkts : Root Cause Analysis Prioritized. At the top geo-level itself (Country or State), User can pop out the Top 10 or 20 or 50 Villgs to work on, which will create the highest Impact. Use-case : One need not drill down Mkt-by-Mkt to arrive at the most impactful challenges.
17. Route Mapping Optimization: Optimization based on Current Route & Outlet Sales versus Uncovered Villgs, Proximity, Villg Potential, etc. Use-case : Allows optimization of best and efficient Routes.
18. Action to be Taken Prescriptions : Recommends action to be taken from micro- disaggregated levels (Villg) to macro-aggregated levels (Taluk, Distt, State). Use-case : Less need for Analysis and instead focus on actions.
19. SEC Penetration : Based on your Sales & our N’brhd profile at granular village level, using Machine Learning algos, the App provide fairly accurate Sales Affinity to various SEC or Income Splits. Use-case : Without having to rely on Panel data that is extrapolated over the Universe, you get accurate SEC penetration, so that appropriate Villages can be focussed and Rural Media tweaked to reach unserved segments.
20. Feeder Markets : Identify feeder markets and its area of influence. Helps to understand the trade impact based on wholesalers & retailers. Use-case : Prioritize these markets to increase indirect reach.
21. Feature Description Use-case Ideal Mkts Benchmarking Identify Ideal Villgs based on Propensity to Consume & Sales and create clusters or index or benchmark with others Analyze why the Ideal Mkts do well & check if similar conditions exist in the Under-indexed Mkts or what lessons of the Ideal Mkts can be exported to these Mkts. Other Features Shifting Rural Income (Mnthly) Monthly Rural Income transitions due to Crop Harvesting cycles. Optimize Mkt Investments in the 2-4 Harvest Months Operationalize Implementation Activate any task with a unique mechanism inside the App, from the cycle of discovery, isolation (filtration), initiation to delegation and track progress at every stage. The App not just allows discovery & analysis but allows operationalizing of actions.
22. Thank you