TRADE PROGRAMS
NORTH-EAST INDIA THEATRE ACTIVATION PROGRAM: The biggest state in North-East India, Assam, has a widespread theatre culture, where live plays are conducted by mobile groups of actors. This platform was used to tap into the rural market and improve the distribution footprint for PepsiCo's biggest Indian snack brand, Kurkure. I coordinated with the sales teams to ensure appropriate placement of merchandise and stocks in areas near the theatres. ~700 outlets were opened during this program, with 70%+ having repeat billing over the next 6 months.
7up's COVID - REVIVAL RETAILER PROGRAM This 360 campaign capitalized on the post-COVID trend of in-home consumption of larger packs to regain brand momentum. As a result, the focus large-format pack grew by 154% and its mix to the overall business increased by 11%. The picture depicts the brochure given to retailers, outlining a quantity-purchase display scheme for the focus pack. (1.25 Litre)
TRADE FESTIVE ACTIVATION PROGRAM - EAST INDIA To leverage the festive season of "Pujo" or "Durga Puja" in East India (which naturally coincides with a marked increase in retail activity and eating out), business and sales incentives were designed for each of our trade partners and sales members. The pictures on the right depict these schemes. A 23% growth was recorded in this festive period, as compared to an average 14% historic trend.
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KURKURE RURAL DISPLAY CONTEST: To respond to an increased competitor aggression and take corrective actions to get back market share on PepsiCo's Indian snack brand (Kurkure), a retailer display contest was designed. Retailers/wholesalers were eligible to participate in the contest if they were ready to provide a certain amount of shelf display space, strive to achieve a monthly purchase target, and get innovative in the way they could display the product. The initiative led to a +4pp in the average growth trend of the brand.
