Category Archives: FMCG


Case Studies
McCain

Merchandising, Consumer Activation, Retail Activation
The challenge

CPM’s Retail Activation and Merchandising team increase sales in Modern Trade outlets at a Pan India level for McCain.
A robust team of 128 promoters, 50 merchandisers and 10 supervisors covering 350 stores across 32 cities to accomplish the desired results.

Our Solution

Key Deliverables:

  • Consumer engagement encouraging product sampling
  • Placement of products to capture maximum product visibility share
  • Daily stock availability status and reporting ‘out of stock ’ for immediate corrective actions
  • Tracking and implementation of promotions and visibility
  • Maintenance of deep freezer enabling optimum product quality
  • Provide client reporting and analytics

Results

  • Increase and sustain product visibility share for McCain products.
  • Increase incremental sales in particpating outlets.

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Case Studies
GSK Women’s Horlicks

Consumer Activation, Sampling
The challenge

CPM managed the product launch of Women Horlicks in India. For the first time in the history of FMCG industry GSK is proud to launch a supplement drink enriched with HEMOCAL specially for women.

The challenge in India was women do not usually invest as much time on addressing their own nutritional needs as they do on others, usually friends and family. The sampling activity helped to showcase how Haemoglobin and Calcium is essential for nutrition.

Our Solution
  • CPM conceptualised and designed the entire sampling programme.
  • The touch points were shopping malls where the footfall is high and visited by families.
  • The CPM sampling team covered 12 cities across India focussing on high end malls.

Results

  • 140,000 women approached
  • Sold 16,000 units during 8 weekends (available in 2 flavours)
  • Nominated for Cannes Award

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Case Studies
Lucozade Ribena Suntory

Sales, Field Sales, Merchandising, POS Merchandising
The challenge

CPM were asked to provide a solution to cover 738 retail outlets in Northern Ireland with sales and merchandising services. This coverage was to be achieved at the most efficient resource cost possible.

Our Solution

On analysing the market and the call-file, CPM proposed a solution that would provide a more targeted and impactful service, whilst only utilizing 50% of the previous resource levels. CPM recruited a field sales team comprising a Sales Manager, 3 Direct Sales Reps and 6 Indirect Sales Reps.

The top 20% of stores are called on weekly with the next 50% called upon fortnightly, the remaining monthly. Key accounts are as follows:

  • Musgrave Retail (Supervalu/Centra/Mace) & Wholesale
  • Henderson's (Spar, Eurospar & Vivo)
  • NISA & Costcutter, Dunnes & Independents

Results

During 2013, we increased share of space by 2% (an improvement of 10%).
For 2013 sales revenue increased by 6% despite a reduction in resources of almost 50% and a declining overall market.

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Case Studies
Mead Johnson

Consumer Activation, Sampling
The challenge

Mead Johnson appointed CPM India to carry out in store sampling activity in the modern trade channel to drive brand awareness and increase band visibility

Our Solution

Modern Trade Activation:

  • In Store Product Promotion by placing MT Consultants.
  • In Store consumer engagement.

Modern Trade Visibility Execution:

  • Production and delivery of Visibility trade elements.
  • Developing execution plan.
  • Ensuring quality production within TAT.
  • Logistic handling.
  • Final in store installation of element.

Promotional Activity Execution:

  • Wet sampling as per the agreed calendar.
  • Engaging with the TG for awareness and conversion.

Results

  • Increased foot prints in major cities
  • Consistent growth in Volume across months.
  • Differential of 21% growth in Promoter vs Non Promoter stores.
  • Installed 6 Gate Arch, 48 End Cap and 35 Floor Stack Units.
  • 525 man days of wet sampling executed.
  • Customer feedback duly captured and reported.

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Case Studies
GSK

Merchandising, POS Merchandising
The challenge

CPM with the GSK team designed an In-store POS merchandising excellence program known as Udaan to increase sales.

Our Solution
  • Dedicated Instore merchandising team structure of 515 people
  • Covering 27K+ outlets in 420 towns.
  • Best in class merchandising training.
  • Parinaam- Mobile application for tracking.
  • Supported with store and compliance audits & Compliance: All execution pictures getting audited and scored against the benchmark.
  • Perfect Store Matrix to evaluate the overall.

Results

  • Uplift in sales by 9%.
  • Installed & Using PVC in 100% outlets.
  • Outlet Specific merchandising.
  • State level SKU & POSM tracking.

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Case Studies
GSK

Sales, Field Sales
The challenge

CPM was set the task by GSK to call on 800 symbol stores each month, selling 3 category deals by means of transfer orders. In conjunction with the task of selling into 800 stores per month, we were also tasked with defending the Panadol brand against a cheaper aggressive competitor brand, raising the distribution of the core lines in Oral Care & selling in a newly launched nutrition brand into all stores.

Our Solution

Recruited, trained & strategically placed four nationwide sales developers in the field in a 6 week turn around.

Identify & journey planned 800 stores from the Symbol mix to best target, based on store rankings sourced from relevant Wholesalers & Symbol Groups.

Identify deals best suited for the relevant symbols. Follow up on deliveries to build impactful displays & place best POS suited to defend Brands.

Results

In a six week period, the field team sold 350 Oral care deals, 400 Panadol deals & 350 Maxi Nutrition deals, achieving 115% of volume targets for Q2. The team also placed over 560 pieces of POS in the defence of Panadol space & brand.

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Case Studies
P&G (DMR)

Merchandising, POS Merchandising
The challenge

CPM India manages the POS Merchandising of all direct Modern Trade Outlets across the country. We cover 160 + stores with a field team of 400+ merchandisers and supervisors across 142 cities PAN India.
To ensure merchandising of the P&G brands within the category as per the brand discipline. To improve merchandising by generating store level orders. Improve store engagement.

Our Solution

We ensure :

  • Store level orders
  • On-shelf availability by timely stock orders.
  • Ensuring 100% asset execution.
  • Ensuring effective promotion availability & brand visibility.
  • Creating orders at store level to ensure effective merchandising.

Results

Assisted sales of Rupees 700 Mn for P&G India ( monthly)
Increased brand presence
Additional orders worth 60 Mn
Maintaining brand fair share for each store
Improve store engagement

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Case Studies
Pepsico

Sales, Field Sales
The challenge

PepsiCo asked CPM France to carry out anti-out-of-stocks operations to guarantee the visibility of summer products: Lipton Ice Tea, Tropicana, Alvalle, Pepsi, Lay’s and Bénénuts.
Every day each summer, people stock up on summer products at the major supermarkets along the Atlantic and Mediterranean coasts: drinks fresh products, snacks… Retailers see a steep increase in activity and find it hard to meet this seasonal demand.
To guarantee the availability and visibility of its products, PepsiCo decided to focus on coastal regions and more generally on tourist areas each summer.

Our Solution

Alongside the sales teams sent on behalf of PepsiCo all the year round, CPM France sent out seasonal sales merchandisers teams from April to the end of September 2016. In 53 sectors, mainly in coastal regions and the Paris area, the teams aimed to increase visits to shops to effectively guarantee that as little stock was sold out as possible.
By setting up this sales merchandisers team, PepsiCo sought to ensure zero stock shortages in stores with a result that was directly visible on the shelves. The promotional team made sure, on a daily basis, that PepsiCo products were clearly visible and that all fresh products respected the best-before date

Results

10 000 VISITS MADE BETWEEN APRIL AND SEPTEMBER 2016
77% OF REVENUES MADE THANKS TO ANTI-SHELF SHORTAGE CAMPAIGN AND HIGHLIGHTING PRODUCTS

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Case Studies
GSK Acti Grow

Consumer Activation, Sampling
The challenge

GSK along with CPM decided to launch a HFD specially targeted towards toddlers studying in pre-schools. They decided to conduct health checkups across different schools in India. Discussions were conducted with parents about their child’s mental and physical growth and Acti Growth was recommended as the right HFD

Our Solution

To fulfill Clients requirements we took the following steps:

  • We decided to setup a branded live sampling counter inside the school premises.
  • Set up a branded display with posters and product sampling
  • Free check-up with a doctor for the children in the presence of parents and wet sampling to children

Results

  • Covered 635 schools across the country
  • 51,000 health checkups conducted and perscriptions generated

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Case Studies
Olay

Sales Activation, Beauty Ambass
The challenge

CPM Thailand operates a dedicated Beauty Consultant Operations team for Procter & Gamble across the Modern Trade and Pharmacy channels.

Our Solution

The team of highly trained Beauty Consultants have clear in-store tasks to maximise their effectiveness and ROI in every store:

  • Optimize existing day-to-day sales performance and increase trial in a highly competitive environment.
  • Develop a Beauty Consultant team, which delivers the enhanced value position to Olay customers within retail partners.
  • Leverage the Beauty Consultant investment by Olay via, right place, right target, right people, right coaching, right rewards, and right tools for engagement, right measurement and reporting in a retail environment.
  • Create opportunities to deepen and extend the brand relationship at retail level.

Results

Beauty Consultant stores out performing all non-assist stores x 2 times.

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