INTEGRATED EXECUTION GUIDELINES – FEB 2022 Permanent elements Rotational elements 1 Dealer Sign LPET PROMO Board Consumer 2 Tetra Pack 1 2 3 Promo Pouch 4 1 Banner WARM FACINGS or Poster 3 Rack 6 x 2.25 L Promo Pack 2 Warm 6 x 250 ml Fanta Apple Display 4 Cooler Strip (Brand & Price) FANTA APPLE CHILLED FACINGS Product Launch 2 x 250ml Fanta Apple 3 Poster 2 x 250 ml Zero Sugar or Bunting 4 Countertop Display Classified - Confidential
RED NORMS Classified - Confidential
RED NORMS 2022 4 Core Pillars Norms Platinum/ Silver Bronze Total Points 1. Availability Gold Points Points Points per pillar Unforgivable SKU List (Core 5 SKUs) 50 pts 2. Cooler 25 50 Min 6 bottles for each SKU 15 pts 3. SOVI 25 NA (Share of MSBF List of SKUs Availability 20 pts Visible 10 Inventory) Min 6 bottles for each SKU 1 15 pts 4. Activation 4 100 pts KO cooler purity = Pure Shelves/Total Shelves, Bonus 12 5 pts Min 75% purity (< 75% - 0 pts, 75% - 99% - 5 pts, 100% - 10 pts) 8 KO cooler in the right/prime position (100% visibility to shopper) 13 2 KO Cooler Planogram Compliance = 5 Pack Compliance + Brand Order Compliance + Coke SS facing Share of visible Inventory (Warm) Total facings of warm CCI bottles/Total facings of warm category bottles Min SOVI >= MS as per state (Calculated separately for Sparkling and Juices) Share of visible Inventory (Chilled) = Total facings of chilled CCI bottles/Total facings of chilled category Bottles Min SOVI >= MS as per state (Calculated separately for Sparkling and Juices) Presence of visibility/activation elements in store (Would vary as per channel) Price Communication TOTAL Lucky 7 : Bonus for 2 availability of 2 additional SKUs Classified - Confidential
CHANNEL PROGRAMS Classified - Confidential
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 enrolled outlets through: Quarterly Reward Program Only P&G outlets Driving Revenue from the outlet Purchase Driving Weighted Distribution 1 Increasing long term engagement and 42 Stronger Relationship with Retailer Capturing invaluable Mind Space of the Product 3 retailers and builds LOYALTY Display Activation Classified - Confidential Zonal Priorities
CHECKLIST FOR SUCCESS Classified - Confidential
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 Classified - Confidential
HAPPY SELLING Classified - Confidential
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