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GBS Town Hall Strategic Program -- SOS - The INCLEN Trust

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<strong>The</strong> Question?“How come innovation isnot doing a better job ofimproving health anddevelopment at the bottomof the social structure?”July 18, 2012


Is Meta-innovation the solution?Breaking down the silos– cross functional teamsConvergent technologiesGrass roots creativityFrugal approaches to problem solvingMicro and medium entrepreneurshipJuly 18, 2012


In India Retail Is StillTraditionalJuly 18, 2012


Store ProfilesSpaceMeasures Rural Urban TotalStores (%) 64% 36% 100%FMCG Sales (%) 34% 66% 100%Avg Sales Per Store/Month (Rs.) 6,872 21,516 12,452Avg Categories Per Store (#) 18 24 20Avg Companies Per Store (#) 20 29 26Avg Brands Per Store (#) 38 64 48July 18, 2012


Retail StoresPaan Plus: 1.7MM storesGrocery: 3.9 MM storesGeneral stores: 0.9MMJuly 18, 2012


Growth of ConvenienceValue CAGR 2010 over 2004July 18, 2012


Many Convenience CategoriesDriven By Modern TradeJuly 18, 2012


But rural continues to growacross all categoriesRuralUrban% GrowthNielsen ForecastIn Billions of USDJuly 18, 2012


Value starting to driverural purchasesJuly 18, 2012


Measuring Distribution and Coverage20112014PopulationCoverageSalesCoveragePopulationCoverageSalesCoverageOBJECTIVES• Distribution andexecutional enablement• Coverage andgranularity in key growthchannels50% 60% 80% 100%95% 80% 95% 90%55%70% 90% 90%= covered = not coveredJuly 18, 2012


RRMeasurement MethodsRetailer locationsprovided by retailersSample iscreatedSales data isdeliveredelectronicallyCreateReportsDevelopedDeliver toClientDevelopingRetailEnumerationSurveySample OfStoresSelected.Auditors VisitStores & CountBy handData returnedby Bus, Bikeor FootCreateReportsDeliver toClientJuly 18, 2012


Measuring the rural consumerBreaking down the silos– cross functional teamsINNOVATION STREAMSSatellite ImageryDigital mapsMobile RESCrowdsourcingStore TaggingMobile Self AuditConvergent technologiesGrass roots creativityFrugal approaches to problem solvingMicro and medium entrepreneurshipJuly 18, 2012


SatelliteRetail EnumerationOpen MarketsEstimating Population Size &Commercial ActivityPrimary Sampling UnitsRealtime New ConstructionJuly 18, 2012


Advantages of MobileData Collection Digital Maps• Precise Simple QC Java Phone (Nokia• Navigation 2710) Guide• Development by IIT or Nielsen• Auditor• LowGPScost deviceTracking•SmartTimephone• • Location Proven Nielsen competency• Grid SamplingSuccess& DigitalCriteriaMaps• Data Technology Transfer SpeedGPS, ✓ Map Support, Camera, Qnnr flow• Photo and barcodesoftware, security/encryption• Q’aire Branching• Realtime Cost✓and Historical Productivity ContrastsUnit cost per store, Productivity per• SecurityQnnr, Overall time• Time and Productivity✓QualityData quality, Routing errors,Geographic coverage against plan,100% Qnnrs filledPaper to MobilePaper MapsSlow, expensive,limited QCSimple Java PhoneDevelopment by TCSand Nielsen,Low cost deviceSmart phoneExisting NielsencompetencyJuly 18, 2012


Crowd SourcingOBJECTIVE:Crowdsource data through mobile phones and social media to reducecosts, improve speed and provide clients with quantitative and qualitativieinsight into emerging market consumers and productsKEY OBJECTIVESIdentify new productsIdentify emerging channelsCollect/update RES informationCollect store condition informationCollect merchandising informationIdentify consumption habits (in home)Identify purchase habitsCreate consumer behavioral profilesConduct store auditsCopyright © 2011 <strong>The</strong> Nielsen Company. Confidential and proprietary.July 18, 201217


Brand & CommunityJuly 18, 2012


Brand and CommunityJuly 18, 2012


Meta InnovationBreaking down the silos– cross functional teamsThanksConvergent technologiesGrass roots creativityFrugal approaches to problem solvingMicro and medium entrepreneurshipJuly 18, 2012

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