Property of Rangers Field Marketing

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1 Retail Market Study (Juices Industry) UAE MARCH,

2 Study Contents Subject Page Introduction & Methodology 3 The Audit Survey 6 Geographical Coverage 7 Outlet Classification 8 Shelf Ranking 9 Sales Ranking 10 Location Ranking 11 Promoters Availability 12 Promotions 13 Visibility Ranking 14 Special Gondola & Branding 15 Summary 16 Recommendations 17 2

3 Introduction & Methodology Rangers Field Marketing is a BTL agency focusing on providing field marketing services to its agents and customers in the industries of Telecommunication, Electronics, FMCG and Automobile. Rangers offers international experience through centralized local professional resources for field marketing services. Our services: Branding & Merchandising, Market Surveys, Mystery Shopper Programs, Road Shows & Events Management, Sampling & Promotions, Incentive & Loyalty Programs, Promoters, Retail tailored made training sessions, Market Research Services, Marketing Campaigns and Point of Sale or Gift Item Production. Rangers provide professional consulting and marketing campaigns implementation services; where we have solid experience and capabilities to achieve our customers objectives and meet their expectations with efficient cost effective tools and methodologies. We consider ourselves as the EYES EARS HANDS of our clients and we believe that marketing is about messaging so we REACH all areas for potential customers, we FIND new opportunities and DELIVER our clients marketing messages. Other than promising quality we show it; this is why we make this sample study of the market to show Rangers quality. This study is a general study with general parameter and doesn't represent the current status of any brand in UAE market its just a small sample of Dubai market to show a sample of Rangers market audit. The parameters that has been used might not reflect the brands interest or specific needs; we can conduct a specialized study with tailored made parameters according to the brands specific needs. 3

Introduction & Methodology This study indicates the retail feedback and observation in Dubai, UAE in regards of outlets classification, location ranking, Sales Ranking, Promotions,

doesn't represent the whole UAE market, still it s a very strong indicator especially that the outlets studied were mostly of the A and B class type and affects sales strongly.

4 Introduction & Methodology This study indicates the retail feedback and observation in Dubai, UAE in regards of outlets classification, location ranking, Sales Ranking, Promotions, Promoters availability in the retail shops for each and every brand of the five Juice brands included in this study representing the shelf share amount comparing the brands with each other. Brands studied in this market audit are: Period of the study and capacity: The study conducted in March, 2012 and it s a sample of Dubai market including 33 major outlets and doesn't represent the whole UAE market, still it s a very strong indicator especially that the outlets studied were mostly of the A and B class type and affects sales strongly. Coverage: 33 outlets surveyed in 17 areas of Dubai covering all the major malls. Areas covered: Deira, Merdif, Barsha, Qusais, Garhoud, Ghurair, Shandagha, Jabal Ali, Down Town, Dubai Marina, Safa, Karama, Muraqabat, Towar, Satwa and Bur Dubai Malls Covered Deira City Center, Dubai Mall, Merdif City Center, Time Square, Oaises Center, Mall of Emirates, Marina Mall. 4

5 Introduction & Methodology The study methodology: The study designed by the Rangers team to show the current status of the retail market in Dubai and the coverage was a selection of different locations where Juice point of sales are strong and sales impact is obvious. The project objective is to show the quality of Rangers work and its market audit capability as a sample study indicating Dubai market in the studied sample coverage and representing the current market observation and status of each Juice product of the 5 studied brands in Dubai where customers interact with the retailers and make their buying decisions. The project was depending on direct approach and direct observation by arranging journey plans and visit the locations physically and get the information and data directly. Data validation is available and each survey includes the business card of the outlet as evidence and validation of the visit (when applicable), also photo documentation and full database is available for interested brands. Full database of this study is available with Rangers and can be obtained by contacting Rangers team. The project Rangers: Salah Qaymah: Project supervisor Rami Shomal: Field Ranger Abdulmotaleb Sulaiman: Field Ranger Faten Ali : Data Entry & Analysis. 5

6 The Audit Survey The audit survey was including the following: Outlet name Classification of the outlet Outlet code Area / City Contact name Contact # Shelf share Sales Ranking Location Ranking Promoters Availability Promotion Availability Incentive Availability Visibility Level Remarks and comments Auditor name and signature Date & Time Photos of the visited outlet. Frozen Food Class A B C Code: City Area Inds Outlet Name Area/City Contact Person Contact # Shelf Share Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Sales Rank 5 1 Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Location Rank 5 1 Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Promoters Av. 1 0 Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Promotion 1 0 Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Incentive 1 0 Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Visibility Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Special Gondola 1 0 Masafi Marai Rawabi Rabie Lacnor Comp.6 Comp.7 Remarks Auditor: Name & Signature Date: dd/mm/yy Time: hr:mm 6

7 Geographical Coverage The audit survey was conducted in the following areas in Dubai: DEIRA (1) MERDIF (1) BARSHA (1) QUSAIS (1) GARHOUD (2) SHANDAGHA (1) JABAL ALI (1) D.TOWN (3) MARINA (1) SAFA (3) KARAMA (4) GHURAIR (1) MURAQABAT (2) ABU HAIL (3) BUR DUBAI (6) TOWAR (1) SATWA (1) 7

Outlet Classification The outlet classification was categorized as A best outlet B middle potential outlet and C as normal outlet depending on: Outlet location Outlet size Outlet sales Walk in

8 Outlet Classification The outlet classification was categorized as A best outlet B middle potential outlet and C as normal outlet depending on: Outlet location Outlet size Outlet sales Walk in customers level In this study we found 15 outlets of the 33 visited outlets classified as A, 17 classified as B and 1 classified as C. The outlet classification is indicator of the importance of the study findings on the brands business and show what is the impact of those findings on the brands market status. A B C PERCENTAGE 45% 52% 3% TOTAL OUTLETS

9 Shelf Ranking Shelf ranking is the number of visible displayed products items and how much is the space used by each brand, this is for the common display and excluding the special display, gondola as it has another parameter. Its common understanding that the more shelf share the brands have the better sales impact they can get. We have counted the visible products or display items for each brand and study the comparison between them. BRAND MASAFI MARAI RAWABI RABIE LACNOR SHELF SHARE

Sales Ranking This data collection depends on sales people feedback with no validated written documents, but the data considered to be very strong reference to study the comparison between the five

10 Sales Ranking This data collection depends on sales people feedback with no validated written documents, but the data considered to be very strong reference to study the comparison between the five brands and give a very useful information about each brand sales level in the market which indicates the sales share level. The question was rank the five brands sales among each other. We gave 5 points to the first sales ranked brand then 4 to the second, 3 to the third and so on till the last brand that gets 1 point. 10

Location Ranking The location ranking methodology was depending on identifying the most visible and strong area of displaying the products inside the outlets and categorize the positions into 5

11 Location Ranking The location ranking methodology was depending on identifying the most visible and strong area of displaying the products inside the outlets and categorize the positions into 5 levels; not available 0 points, and rank the availability among the 5 brands as rank 1 gets 5 points, 2 gets 4 points and so on till rank 4 which gets 1 point only. We have analyzed the location ranking comparing the five brands among each outlet size and case separately, it can be in some cases that all the brands got weak ranking as they all located in weak location inside that store. 11

12 Promoters Availability We have studied in this parameter the level of promoters availability among the 33 outlets we have visited. This number is the availability number of promoters coverage in the 33 outlets we have visited and we did not see any promoter for any of the studied brand during the audit visit. 12

13 Promotions Availability We have studied in this parameter the level of promotions availability among the 33 outlets we ve visited. This number is the availability number of the promotions among the 33 outlets we ve visited. Promotions Availability MASAFI MARAI RAWABI RABIE LACNOR

14 Visibility This data collection depends on direct observation of the visibility level of each brand. We gave ranking of 3 points for the best visibility level, 2 for regular and 1 for weak visibility The more collection of points shows better visibility level. VISIBILITY MASAFI MARAI RAWABI RABIE LACNOR POINTS

Special Gondola Availability This data collection depends on direct observation of the outlets and checking the availability of the special stand, gondola, display for the studied brands We have

15 Special Gondola Availability This data collection depends on direct observation of the outlets and checking the availability of the special stand, gondola, display for the studied brands We have counted the special gondola display for each brand among the 33 studied outlets and shows the total number of the availability in those 33 studied outlets. Incentives Availability MASAFI MARAI RAWABI RABIE LACNOR

Summary The summary hereafter shows the results of all the parameters for all the brands, its indicator of the market status and can give a picture of the situation in March in Dubai market.

16 Summary The summary hereafter shows the results of all the parameters for all the brands, its indicator of the market status and can give a picture of the situation in March in Dubai market. Shelf Share Sales Ranking Location Ranking Promoters Promotions Incentives Visibility Special Gondola

17 Recommendations Al Rabie: We recommend for Al Rabie to increase their shelf share, push their display locations into golden zones, place in store promoters and increase promotions level and intensively focus on visibility in the stores. Al Marai: Al Marai have strong shelf share and good display locations, they also place a good amount of special displays but also need to give more promotions and place some promoters to affect customers busying decisions. Al Rawabi: Al Rawabi needs to focus on shelf share, focus on promotions and place promoters for sampling, increase point of sales materials will definitely add a value to the visibility level and increase customer interaction.. Lacnor Lacnor had the best shelf share, best display locations and we recommend for them to increase their promoters team in the stores to interact with customers more. Masafi Masafi needs to push their shelf share, lock better display locations, place some promoters for sampling as this will affect product experience and spread word of mouth. 17

18 Contact Us To validate this study data, get database or discuss findings please contact us: Telephone: Mobile: Website: General Manager: Jehad Hammad Photo Gallery is available with this study and can be obtained also from Rangers directly End of document 18

Corporate Interiors. Contractor. Corporate Interiors. Office/ Shop Interiors Retail Restaurants & Fast Foods Themed Environments 2014 PATSON

Corporate Interiors. Contractor. Corporate Interiors. Office/ Shop Interiors Retail Restaurants & Fast Foods Themed Environments 2014 PATSON Corporate Interiors Contractor Corporate Interiors Office/ Shop Interiors Retail Restaurants & Fast Foods Themed Environments School Auditorium Client Brand Project Location Duration Total Area Indian