MPC in store activation

ShopperShopperInsightsInsights

In storeBrand

activation

Pricing &Promotion

Analysis

In store promotion

Category Insights

Categorymanagement

Sampling

AdvancedMerchandising

MPC services & know how

MPC toolsMPC tools• Centralized data collection for each location.• Daily frequency of data collection.• Possibility of using the Reporting System for complex market research.• Customizable reporting models fitting every customer need.• There is the possibility of attaching pictures of each report.• Access the data from any terminal in any location via the Internet.• Saving data as excel format allowing further processing and analysis .

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Source: The World According to Shoppers, 2004

A Number Of Forces, Trends, A Number Of Forces, Trends, and Pressures Are Affecting and Pressures Are Affecting

Shopper BehaviorShopper Behavior

As consumers grow more time-starved, we are seeing changes in their

preferences and behaviors

Almost two thirds of consumers do not feel there is enough time in the day to meet all their commitments, with 36% feeling strongly that this is true.*

We are spending more than three times as much time sitting in traffic than they did 20 years ago. The average delay per person per year is 36 hours now vs. 11 hours in 1982.**

*Source: Mintel/Techno Metrica**Source: Texas Transportation Institute, Urban Mobility Study 2001

Shoppers have difficulty making decisionsShoppers have difficulty making decisions

• More choices, more difficult to make a selection• It is very common for shoppers not to know exactly what they want.• Shoppers need information/education to make a decision.

1980s Typical Grocery Store

Current Hypermarket Store

Few ChoicesExcessive Choices

MPC MPC promotional campaigns flowpromotional campaigns flow

Selecting Selecting human human resources that resources that meet the meet the selection selection criteria of the criteria of the MPC databaseMPC database

Selecting the Selecting the teams with teams with the client.the client.The selection The selection is done online is done online or through or through interviews.interviews.

Organizing Organizing training training session with session with the client. the client. Trainings can Trainings can be made be made online or in online or in the classic the classic wayway

Casting & recruitingCasting & recruiting

The profile and the requirements of an MPC The profile and the requirements of an MPC promoterpromoter

appearanceappearance : : • Minimum height 1,70 m;• Healthy looking skin;• Clean aspect• Normal weight;

skillsskills : :• Communication skills;• Persuasion skills;• Sale principles;

aatitititudetitude : : • Dynamic persons;• Charismatic and friendly;• Responsible persons;

Developing POSM & POPDeveloping POSM & POP

Developing the right equipmentDeveloping the right equipment

-Case study--Case study-

Alix Avien promo campaignAlix Avien promo campaign

ContextContext

Nowadays cosmetics companies are focusing on producing hair dies that contain extracts and natural active principles

Nowadays cosmetics companies are focusing on producing hair dies that contain extracts and natural active principles

ContextContext

Therefore Alix Avien is based on the concept of painting your hair on a natural basis

Therefore Alix Avien is based on the concept of painting your hair on a natural basis

ImplementationImplementationImplementationImplementationBriefBriefBriefBrief

1 promoter / location TT = 67 promoters16 county coordinators8 regional managers1 project managerImplementation of promo materialsImplementation of promo desks

1 promoter / location TT = 67 promoters16 county coordinators8 regional managers1 project managerImplementation of promo materialsImplementation of promo desks

In store activation: selling consultants

10th December– 30th December2013

With the help of promo materials

( presenters, brochures ) promoters

approached the consumers and

presented them the benefits of using

Alix Avien


10th December– 30th December2013

With the help of promo materials

( presenters, brochures ) promoters

approached the consumers and

presented them the benefits of using

Alix Avien

Sales numbers increased with 30%Consumer’s trust in products got bigger

An average of 30 clients/day bought the new lauched productConc

lusi

onCo

nclu

sion

Alix Avien promo campaignAlix Avien promo campaign

Kotanyi promo campaignKotanyi promo campaign

ContextContext

Kotanyi is a synonym with quality products

This brand inspires people to cook creatively

Kotanyi is a synonym with quality products

This brand inspires people to cook creatively

ContextContext

During winter holiday Kotany needed a higher awarness among clients

During winter holiday Kotany needed a higher awarness among clients


1 promoter / Real = 24 promoters1 promoter / Carrefour = 24 promoters12 county coordinators8 regional managers1 project managerImplementation of promo materialsImplementation of promo desks

Promo MaterialsPromo desks

1 promoter / Real = 24 promoters1 promoter / Carrefour = 24 promoters12 county coordinators8 regional managers1 project managerImplementation of promo materialsImplementation of promo desks

Promo MaterialsPromo desks


Promoters approached the

consumers and presented them the

products in portfolio and the benefits

of using these products

15 th March– 15 th April 2013


Promoters approached the

consumers and presented them the

products in portfolio and the benefits

of using these products


Clients were happier to understand how important is it to use quality products

Sales numbers increased with 35% According to an in-store research we have made, an average of 30% of competition

consummers shifted towards Kotanyi productsConc

lusi

onCo

nclu

sion

Kotanyi sampling campaignKotanyi sampling campaign

Delimano sampling campaignDelimano sampling campaign

ContextContext

Social context: a perfect meal needs elegant, qualitative cutlery

Social context: a perfect meal needs elegant, qualitative cutlery

ContextContext

Brand context: an increased awarness was needed

Brand context: an increased awarness was needed


1 promoter / Real = 24 promoters1 promoter / Cora = 10 promoters12 county coordinators8 regional managers1 project managerImplementation of promo MaterialsImplemenatation of promo desks

1 promoter / Real = 24 promoters1 promoter / Cora = 10 promoters12 county coordinators8 regional managers1 project managerImplementation of promo MaterialsImplemenatation of promo desks


In-store promoters offer brochures

with information about the products

to clients and lead them to a

promotional desk where they can try

the products



In-store promoters offer brochures

with information about the products

to clients and lead them to a

promotional desk where they can try

the products


An average of 100 clients per day got to opportunity to try themselves before buying the

products Sales numbers increased with 25%Co

nclu

sion

Conc

lusi

on

Delimano sampling campaignDelimano sampling campaign

In store promo packageIn store promo package

Back to school promoBack to school promo

In store product launchIn store product launch

Coca-Cola traditional trade Marketing Impact TeamCoca-Cola traditional trade Marketing Impact Team

Contact Contact [email protected]: 0722.381.900

MPC in store activation

Business

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