INTEGRATED EXECUTION GUIDELINES – MAR 2022 Permanent elements Rotational elements 1 Dealer Sign OTG PROMO Board Consumer 2 Tetra Pack 1 Promo Pouch 1 Banner or Poster 2 3 2 Warm 4 Display 3 Rack FANTA APPLE 4 Cooler Strip Product (Brand & Price) Launch CHILLED FACINGS WARM FACINGS 3 Poster or Bunting 2 x 250ml Fanta Apple 6 x 2.25 L Promo Pack 2 x 250 ml Zero Sugar 6 x 250 ml Fanta Apple 4 Countertop Display
RED NORMS
RED NORMS 2022 4 Core Pillars Norms Platinum/ Silver Bronze Total Points Gold Points Points Points per pillar 1. Availability Unforgivable SKU List (Core 5 SKUs) 25 50 50 pts Min 6 bottles for each SKU NA MSBF List of SKUs Availability 25 Min 6 bottles for each SKU 2. Cooler KO cooler purity = Pure Shelves/Total Shelves, 10 1 15 pts Min 75% purity (< 75% - 0 pts, 75% - 99% - 5 pts, 100% - 10 pts) 4 KO cooler in the right/prime position (100% visibility to shopper) KO Cooler Planogram Compliance = Pack Compliance + Brand Order Compliance + Coke SS facing 3. SOVI Share of visible Inventory (Warm) 12 (Share of 20 pts Visible Total facings of warm CCI bottles/Total facings of warm category bottles Inventory) Min SOVI >= MS as per state (Calculated separately for Sparkling and Juices) 8 4. Activation Share of visible Inventory (Chilled) = 13 15 pts Total facings of chilled CCI bottles/Total facings of chilled category Bottles Min SOVI >= MS as per state (Calculated separately for Sparkling and Juices) 2 Presence of visibility/activation elements in store 100 pts (Would vary as per channel) 5 5 pts Price Communication Bonus TOTAL Lucky 7 : Bonus for 2 availability of 2 additional SKUs
CHANNEL PROGRAMS
CHANNEL PROGRAMS PROGRAM Partner with retailer to deliver incremental growth in the OBJECTIVE: enrolled outlets. WIN-WIN PROGRAM PROGRAM CONSTRUCT -KEY METRICS Channel Loyalty Program drives Same Store growth of the Quarterly Reward Program Only P&G outlets enrolled outlets through: Purchase Driving Revenue from the outlet 1 Driving Weighted Distribution 42 Increasing long term engagement and Product 3 Stronger Relationship with Retailer Display Activation Capturing invaluable Mind Space of the retailers and builds LOYALTY Zonal Priorities
CHECKLIST FOR SUCCESS
CHECKLIST FOR SUCCESS : HOW TO CONVERT MAXIMUM SHOPPERS INTO BUYERS Accurate segmentation of outlet universe by channel x VPO class Understand the key consumption occasions for the channel and execution levers to achieve the priorities Ensure availability starting with Unforgiveable SKUs and followed by MSBF norms in P&G outlets Maximize chilled facings. Follow Cooler shelf guidelines and category order in cooler Maximize ambient visibility to achieve SOVI > SOM in the outlet Activate as per PICOS to create in-store triggers for driving shopper impulse Collaborate with retailers through channel loyalty programs to accelerate same store growth
HAPPY SELLING
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