PEPSI CASE STUDY
Objective
To raise In-shop merchandising standards in the Grocery Trade Channel
To achieve Standards of Excellence in the market place
To train the Pepsi Field Force in merchandising norms
To train the retailer to merchandise Pepsi Beverages
Strategy
Conducted Retail Audit of 2100 outlets to measure current merchandising levels
Conceptualized & developed the Store Wars Program for the Grocery & Convenience Channel
Created dedicated “Pepsi Cool Zones”, i.e: dedicated shop-in-shops for 3000 outlets in the Grocery channel
Rolled out & monitored the program
Store Wars Program
Inauguration by Pepsi Cola Vice-President (Marketing), Ms. Vibha Rishi.
Senior Management focus & commitment to the program
Ms. Vibha Rishi addressing the entire fieldforce & Managers of Pepsi Bombay, briefing them about the program.
Training & briefing sessions for the collective field force from the salesman to the senior management across functions
Results
70% increase in sales volume in the channel
Enhanced presence for Pepsi in 3000 outlets, across channels
Quantifiable merchandising benchmarks & results, helped refocus marketing spends onto “productive processes”
Enhanced retail customer loyalty for Pepsi products
Program rolled out across India & South Asia, Coca-Cola launches me-too program across India
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