Category Archives: Consumer Activation


Case Studies
General Mills

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 General Mills.
A robust team of 115 in-store promoters, 29 merchandisers covering 950 Modern Trade outlets spread across 12 major cities of India.

Our Solution

Key Deliverables:

  • Consumer engaging encouraging product sampling and increased sales
  • Gaining product visibility and share of shelf for General Mills products
  • Reporting of stock availability to minimize ‘Out of Stock ’
  • Ensuring promotion compliance and asset execution
  • Ensuring FIFO and hence reducing expiry stock
  • Gathering market intelligence and reporting

Results

  • Increase in sales at the particpating outlets
  • Gain in share of shelf and prodcut visibility
  • Month on month decrease in the expiry stock quantity

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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
HTC

Consumer Activation, Retail Activation
The challenge

CPM’s Retail Activation team managed the new product launch of the HTC Sensation and HTC Chacha mobile phones in top metros.

The objective of the activity was to promote both phone models amongst youths in metro cities like Delhi & Mumbai. The activity was interactive including a Compare engaging with the crowd outlining the features of the phones . Other activities included a photo opportunity with picture taken using the Sensation to highlight the 10 megapixel quality.

Our Solution

CPM conceptualised and designed the entire activation programme. The touch points were shopping malls where the footfall is high and visited by younger generation.

Results

  • 1084 product demonstrations were given over a period of 4 days
  • 12 phones sold

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Case Studies
HTC

Consumer Activation, Events and Promotions
The challenge

HTC along with CPM decided to run an event and promotional activity at the Indian Super League in 2015 during which various promotional activities were conducted during the course of the tournament.

Our Solution

To fulfil the clients requirements we have taken the following steps:

  • A hot air balloon was stationed near the stadium in order to improve brand awareness.
  • Interactive consumer activations to promote the HTC brand.
  • Live music on HTC branded stage.

Results

  • Increased brand awareness.
  • Substantial number of consumer activations and interactions.

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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
HTC

Consumer Activation, Active Selling
The challenge

Ensuring brand visibility and product training with 1,400 in-store demonstrators, 40 team leaders and 2 trainers across India.

Our Solution

1. Creating awareness by engaging shoppers, removing the barriers to purchase and increasing sales and brand loyalty.
2. Helping the customers understand HTC products.
3. Ensuring all In-store demonstrators and trainers are up to date
4. Provide real-time sales reporting & tracking.

Results

Increased brand visibility of HTC.
Help to create live experiential demonstrations to engage shoppers.
Help to increase sales of HTC products.
Relationship development with retailler and consumers.

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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
PHILIPS

Consumer Activation Activity, Sampling
The challenge

TRO launched a Philips Campus Sampling Activity to demonstrate Kerashine products so college students could experience the benefits of the hair product first-hand. Most people have seen Alia’s ad for Kerashine products but have never experienced it.

Our Solution
  • A large Hindu college was selected as the target audience for sampling the products and to drive engagement.
  • Hair stylists were placed giving makeovers to the target group without effecting the texture of the hair.
  • Awareness was generated by demonstrating the product with it’s highlighted features.

Results

  • 19% of the targeted group loved the Kerashine products
  • 32% of the target group participated in the interactive demonstration and their positive experience was shared with others.

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Case Studies
BMW Events 2016 & 2017

Consumer Activation, Events and Promotions, Sales, Telesales
The challenge

CPM manages the audience acquisition ,the on ground registration and feedback management for the BMW Experience Tour, BMW Golf Cup International, M-Performance Training, Auto Expo, Bridal Fashion Weeks, India Art Fair and Product Launches. These are 18 city tours with each city spanning for 3 to 4 days. The success of the events is when the right segment of BMW buyers attend the Event and experience BMW cars. Some Events are to showcase product capabilities and features and some are for loyalty and brand building.

Our Solution
  • CPM supports the activity through their telesales team in the call centre in New Delhi to acquire prospective customer .
  • The invite process is managed by CPM including physical and e Invites.
  • Registration Desk, Data management, customer profiling on the ground during the event is also managed by CPM.

Results

  • 19 Events , 6850 Attendees & 2022 Enquires in 2017 as on 31st March.
  • 63 Events, 17117 Attendees & 5391 Enquires in 2016

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Services
Beauty Ambassador
CPM offer the most comprehensive recruitment, retention and specialist training programs in the Health and Beauty Sector in Thailand. We support our clients’ retail sales strategies by giving their brands a voice at shelf.

High quality Beauty Ambassadors trained to engage, offer sensory trial and close the sale are contributing to our clients growth within this highly competitive sector. Differentiation comes from the fact that our Beauty Ambassadors are more than just product samplers, they are in the business of sales and committed to Winning Customers and Selling Products for our clients.

Our services include...

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