Case analysis in BATB

1. Excavating VLS facts in SPS

5. Problem Statement Retention in VLS segment in SPS has been a problem since PI 2010. PLT didn’t seem to recover a robust STT until there has been a competitive/better offer comes in the market. Therefore reasoning the retention facts of SPS has been a key question.

6. Current Stat. of retention (%): Before (Trade promo & Pack redemption) vs. After. After PI 2010, only 46% sections were above the retention level (80%) whereas PR & TP hits in the market SPS has flown with an astounding growth of 7% with 60% sections retaining above that level.

7. By point Analyzer After PI 2010, if we analyze SPS points in terms of geographic dispersion and retention(%) the more we go rural we had struggle in retaining the base. Further analyzing all points of SPS in terms of geographic dispersion and retention(%) after TP & PR hardly we see any significant difference on the basis of “Rural-Urban” scenario. Retention Geographic Dispersion Urban Rural Low High Sutrapur Taltola N”ganj Sreenagar Keraniganj Post TP & PR Retention Geographic Dispersion Urban Rural Low High Sutrapur Sreenagar Taltola Keraniganj N’bganj

8. Sutrapur Post Point: Sutrapur Sections: 18 Pre 105% 121% Market Responsiveness Retention Stat. on the basis of PR & TP Closest proximity to DCC. Indifferent to any kind of offer from retail end. 53% sections are above house avg.(80%) retention. Going to a growth momentum due to portfolio strength in urban areas.

9. Keraniganj Retntion before discount Retntion After discount Post Point: Keraniganj Sections: 53 Pre 76% 101% Market Responsiveness Retention Stat. on the basis of PR & TP 45% sections are rural and therefore very much dependent on seasonal issues. Massive urbanization is on the process helps to pick the momentum for rest of 60% sections. 42% sections are above SPS overall retention.

10. Nawabganj Retntion before discount Retntion After discount Post Point: Nawabganj Sections: 36 Pre 63% 87% Market Responsiveness Retention Stat. on the basis of PR & TP Major hit comes from Nawabganj as majority of the sections represent rural sections and are very much cognizant to any kind of cash/kind benefit. Seasonal impact is medium. 42% sections are above the SPS overall average retention level.

11. Sreenagar Retntion before discount Retntion After discount Post Point: Sreenagar Sections: 20 Pre 92% 116% Market Responsiveness Retention Stat. on the basis of PR & TP Largely agro-based economy operates In Sreenagar with mostly rural markets (74% rural sections), making this Market highly sensitive towards seasonality impact and price changes. 5 sections are in close proximity with C&Cs. 50% of sections are above house average.

12. Taltola Retntion before discount Retntion After discount Post Point: Taltala Sections:18 Pre 80% 101% Market Responsiveness Retention Stat. on the basis of PR & TP With a similar economic system and geographic situation to Sreenagar (83% Rural Sections), Talata is the only Red market in SPS. Competition is more aggressive and market is price sensitive. 4 sections are in close proximity with C&Cs and 39% of sections are above house average. ,