Category Archives: FMCG


Case Studies
LEADING FMCG BRAND

Van Sales Distribution Drive
The challenge

Drive volume sales and increase distribution within the smaller independent retailers over during the summer period

  • Sell in / drive sales of NPD
  • Increase sales and distribution of the core SKU’s
  • Create availability across the range

Our Solution
  • An 8 week campaign selling in deals that are competitive and engaging for retailers
  • Use a tactical sales team to increase brand awareness and sales within a bespoke call file
  • Utilise proven experience to ensure long term distribution return
  • Identify the optimum stores & territories using our unique store data.

Results

  • Increased distribution across 8 core range SKU’s by over 20%.

Case studies

Connect with us


Case Studies
LEADING FMCG MANUFACTURER

Driving sales with a blended team in Grocery
The challenge

Our client wanted to drive core SKU availability and visibility in store within Grocery outlets to provide shopper choice and drive our clients share within set locations in store. They also wanted to monitor compliance in store.

Our Solution

Our dual approach team both strategic and tactical, service an agreed callfile of 750 stores.

Our tactical team visit each store to merchandise for maximising space opportunities, drive SKU availability and visibility, maintain agreed space, audit SEL compliance and interventions as appropriate

Our strategic team negotiates with store contacts to increase space in key locations in store, place additional stock orders, manage book stock errors, SEL compliance, and develop a strong in store relationships with key contacts.

Results

  • Sales uplifts of over 11%
  • Share increase @ 1%

Case studies

Connect with us


Case Studies
LEADING ALCOHOLIC DRINKS MANUFACTURER

Blended Field and Phone
The challenge

Our clients ambition is to grow sales of their brands and to partner with an agency that bring experience & expertise to drive sales. Having worked together since 2006, we work with our client to deliver an integrated field and telephone sales support team – supporting bars, restaurants and licensed café’s to increase brand visibility, drive ROS and identify new opportunities.

The blended field and phone solution provides a cost effective approach to managing the call files, reducing the cost to serve lower value and geographically hard to reach outlets. The cross trained flexible Telephone Account Managers also provide tactical callage to drive NPD and data cleanse within the dynamic on trade market.

Our Solution
  • We provide a team of 18 Customer Development Executives and 5 Telephone Account Managers providing support to outlets to retain our clients brands, ensure sufficient stock of branded glassware and improve visibility of brands to drive ROS.
  • Promotion of dual stocking and identify prospects for new brand sales.
  • Telephone team also provide vacancy coverage for internal regional field sales teams for high value call files, attend new business days in trade and make transfer orders.
  • Driving sales of new brands via sampling evenings and marketing promotions supporting bar/club staff in understanding how to ‘sell’ the brands we introduce.
  • Working to ensure quality of product is delivered to the end consumer by effective training and brand activations in a B2B approach.

Results

  • Brand retention across outlets at 97% v Target of 91%.
  • 2400 outlet training sessions run each year with a 92% mystery shop pass rate.
  • Yearly increase in ROS with 80% of outlets achieving ‘Fair Share’ or higher of projected sales.
  • Increasing dual format listing across country by 5% YOY, generating an additional £720,000 in revenue.

Case studies

Connect with us


Case Studies
LEADING FMCG MANUFACTURER

Omni-Channel Consumer Care team
The challenge

To provide an Omni-Channel Consumer Care team for our client, managing voice, email, whitemail and multiple social platforms across multiple brands,
Our client needed a team to manage contacts from consumers both within the UK & Ireland alongside also managing B2B contacts.

Our Solution
  • A dedicated Contact Centre team of 7FTE headed up by a Team Leader.
  • Flexible model in place to manage seasonal spikes throughout the year.
  • Fully blended team managing contacts across phone, email, whitemail and Social.
  • Bespoke training programme designed to provide a robust Induction to all new starters.
  • Integrated CRM solution for complaint management and insight reporting with unique features built to support critical alert procedures.

Results

  • External mystery shopping benchmarked our team at No.2 against 7 other FMCG brands. An increase of 4 places vs 2014
  • Annual SLA’s exceeded across all channels

Case studies

Connect with us


Case Studies
LEADING ALCOHOLIC DRINKS MANUFACTURER

Delivering a Multi Channel Solution across the On & Off Trade
The challenge

Our multi channel team was launched to support our clients performance ambition across key City Centres driving brand advocacy and increasing sales and share with Key On Trade, Wholesale & Grocery Small Format customers.

Our Solution

A team of 8 Regional Executives & 1 National Field Manager provide coverage to 8 city centres visiting On Trade National Account Customers, Wholesale Depots and Tesco Small Format outlets. Providing both experiences and increased sales and share through a consultative approach the team are focused on:

  • Creating brand advocacy in the On Trade by delivering staff training & consumer sampling, facilitating in bar gamification incentives for staff, running mystery shopping activities and increasing perfect pour status for Beer and Spirits
  • Driving increased distribution & sales within key Wholesale depots by working in partnership with Managers to create bespoke Joint Business plans and build incremental displays
  • Supporting increased sales across key city centre Grocery small format stores by focusing on retail basics including book stock errors, secondary displays & promotional compliance

Results

  • 15 individual On Trade projects completed in key account and regional groups in FY16/17
  • 18,000 displays activated in key Wholesale Depots in FY16/17
  • 5,255 sales interventions made in key Grocery Small Format stores in FY16/17

Case studies

Connect with us


Case Studies
Danone

Consumer Activation, Sampling
The challenge

Danone along with CPM decided to launch ‘Smoothie’ a fortified flavored milk with nutrition in competition with Amul Kool and Nestle Fun Shake. A product sampling activity was conducted to create product visibility and improve brand awareness.

Our Solution

To fulfill Clients requirements we took the following steps:

  • Distribution of engagement activities like coloring sheet, puzzle etc.
  • Explaining importance of milk by distributing product literatures.
  • Magic shows to engage children.

Results

  • 122 schools covered
  • 127,000 product samples distributed

Case studies

Connect with us


Case Studies
NESCAFÉ

CPM Switzerland run a 2,500+ days in-store sales promotion to drive sales
The challenge

CPM Switzerland AG runs a 2,500+ days in-store sales promotions mainly in the ERT (Electronic Retail Trade) on behalf of Nestlé Suisse S.A. in Switzerland. We have been representing this brand since 2012 in order to raise brand awareness, promote and increase sales for the “Nescafé Dolce Gusto” system.

Our Solution

CPM Switzerland recruits a dedicated team of Sales Promoters who are highly experienced in sales. Teams are highly trained and motivated through sales training programmes and regular coaching by a dedicated field sales coach and the CPM project management team.

We supply monthly reporting and quarterly management summaries as per the client request. Merchandising and logistics are managed by CPM in cooperation with an external logistics specialist.

A dedicated CPM Field Sales Coach provides coaching, stores visits and general support to the sales promotor teams, helps to identify and measure key areas of improvement.

Results

Strong augmentation of the sales figures for tea machines and tea capsules.
Increase in market share.

Case studies

Connect with us


Case Studies
MIBELLE

Consumer Activation, Sampling
The challenge

Migros, part of the Mibelle Group approached us to provide a sampling team that could share information at a competent level on the importance of sun protection. The sampling team had to obtain permits, agree data and enlist the professional cooperation with the swimming pool owners. Regional teams were organised, alongside training, operational logistics and controlled coaching.

Our Solution
  • 10 Sampling teams / 4 sampling promoter per team - 1 Team leader
  • Sampling took place across 142 swimming pools
  • High level of flexibility within the teams according to weather forecast
  • Activity carried out in summer June – August 2016

Results

  • Over 84,000 sampling
  • 38,000 contacts
  • Increased sales

Case studies

Connect with us


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.

Case studies

Connect with us


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

Case studies

Connect with us




WATCH OUR SHOWREEL
CPM JOBS
Top