PLANORAMA GENERAL TRADE CASE STUDY OCTOBER 2014

In July 2014, Smollan Pakistan was tasked with a Pilot Project to test the use and functionality of PlanoData within a General Trade market. PlanoData performs compliance checks, store audits and gathers insights through in-store pictures. The objective was to audit the General Trade market’s alignment in Pakistan to Unilever Pakistan’s Perfect Store program through in- store pictures taken by Merchandisers as part of their in-store routine. Providing efficiencies for the auditing process (no need for a 3 rd party audit), and still having the independent verification (done through digital imagery). The Challenge

The TEA Category was selected for the pilot to run over a 6 week period. 52 locations in the Karachi area were selected across General Trade market, including one Modern Trade outlet. Each location received at least 3 visits over the course of the pilot. 1 Smollan Merchandiser was selected to take the photos using Smollan Mobile as part of their normal in-store routine. Product and Place were measured using digital imagery. Proposition would be measured using a survey. Price was not measured (MRP Market) Pack was not measured (Same method as Product) The product and image database only included Unilever products for the pilot and were provided by Smollan and Unilever Pakistan. The Approach

Product: The Results

Place: The Results Share of Shelf = 54.2% Shelf Standard = 4 / 4 (100%)

Expand TEA Category readings to entire Smollan Pakistan universe and Merchandising team. Confirm all Unilever Categories that require readings as part of the Perfect Store Program in Pakistan. Build database of products and images based on these categories. Build reporting data models to provide insights into compliance. Expand readings to all Unilever Categories required over the next 4 months with full roll-out of the program by February The Next Steps