A dummy program Curated for Coca Cola India

1. TRADE CHANNEL
ENAGEMENT & GRATFICATION
PROPOSITION

2. TRADE CHANNEL
ENAGEMENT & GRATFICATION
PROPOSITION
DECODING THE BRIEF
• To increase the primary billing by introducing a
channel scheme for Wholesalers & Retailers
selling 200 ML tetra pack of following :
• Maaza
• Minute Maid
• Aquarius Glucorecharge

3. DRIVING BEHAVIOURAL
CHANGE

4. DEEP DIVE
• LINEAGE
• SELL LIKE HOT CAKES
• LACK OF LINEAGE
• DEMAND UPSELLING
• LACK OF AWARENESS
WITHIN TRADE

5. Target Group
• Wholesalers
• (Age Group (25 – 55) SEC A,B
• Retailers
• Age Group (18 – 55) SEC A, B & C
• Mom & Pop Stores 200 Cities

6. CRACKING
THE CONCEPT
• Travel Centric
• Event Centric
• Season Centric
• Driving Channel
Awareness
• Promoter Driven
DRIVING AWARENESS
CREATING TRADE PROMTION
SCHEMES

7. OUR
PROPOSITION
• SLAB BASED ASSURED REWARDS :
• Trade Partners to be given a SCRATCH CARD/
COUPON CODE/ QR CODE on purchase of every case
of MAAZA / GLUCOAQUARIOUS / MINUTE MAID
Tetra Packs
• In addition Hourly , Daily and Weekly Prizes to be
tracked & a leader board to be created to reward
the Top Performing at City, State and National Levels
respectively
• PROMOTER DRIVEN AWARENESS CAMPAIGNS :
• At Wholesaler touchpoints to drive POS awareness &
visibility

8. CAMPAIGN JOURNEY
Feb - March
April May
Pre Campaign Trade
Communication
• Trade Letters
• Campaign Collaterals
• OBD (Out Bound
Dialing)
• Whats App Creatives
• SMS Campaigns
Program Launch :
• Across 200
Cities
UAT / SMS Campaign Testing
• Testing using dummy / made
up codes
• Coupon Printing Distribution
• QR Code Pasting (if Any)
• Helpline (if any to be set up)
• Pre registration Wholesalers
/ Retailers
Hourly
Winners
Daily
Winners
Weekly
Winners
Assured Paytm cash
Campaign Closure
• Reconciliation
• Bumper Winners
Unveiling
• Prize distribution

9. 1
DRIVING SECONDARY SALES
CONCEPT –
Case Kharido aur duniya dekho
GENESIS -
• Engaging the channel by satiating their travel
aspirations
• Also, ensuring the trade expectations of an assured
& instantaneous gratification is met
PLATFORM -
• Coupon Based
• SMS Based

11. 2
DRIVING SECONDARY SALES
CONCEPT –
CPL (Coke Premier League) ke Dhurandar
GENESIS -
• Divided by regions, India is united by a religion called
Cricket
• IPL , also happens to be the latest fad
• Also, ensuring the trade expectations of an assured
& instantaneous gratification is met
• Powerplay Feature – To double earnings within a
stipulated timeframe .
•
PLATFORM -
• APP Based (Recommended)

12. PACK OF 30
• MAAZA
• MINUTE MAID
• AQUARIOUS
GLUCOCHARGE
EARN RUNS
• SCAN QR / enter unique
code ON CASE / PACK
• COLLECT RUNS
WIN
• Runs to have
monetary value that
can be redeemed
for a plethora of
• IPL FINALE TICKETS
• & OTHER ASSURED
GIFTS

13. 3
DRIVING SECONDARY SALES
CONCEPT –
Summer Dhamaka
GENESIS -
• The campaign was designed keeping the upcoming
summer season
• In addition , trade expectation of an assured reward
was also kept in mind
PLATFORM -
• Coupon Based
• SMS Based

14. SUM
MER
AMAZON
VOUCHERS
VISA GIFT
CARDS
MOVIES
TICKETS
ROYAL ENFIELD
BIKES

15. CHANNEL PARTNER
INCENTIVES
Our Recommendation :
Cat A – Optimal Mix of
• Experiential Rewards :
• Chauffer Driven Movie Invite
• SPA Packages
• Fine Dining
• Gaming Zones
• Instant Gratification Rewards :
• PaytM Cash
• E voucher based gratification
• Brand Vouchers
• White Labelled Electronics & Consumer Durables:
• SMART TVS
• High End Cell phones 30 K Plus
• Travel Centric Rewards :
• Trip to Singapore
• Trip to Europe
• High Value Bumper Rewards
• A premium Hatch back
• A 150 plus cc Motorcycles
Our Recommendation :
Cat A – Optimal Mix of
• Instant Gratification Rewards :
• PaytM Cash
• Mobile Recharges
• E voucher based gratification
• Brand Vouchers
• White Labelled Electronics & Consumer Durables:
• Mid Range SMART TVS
• Cell Phones under 30 K
• Travel Centric Rewards :
• Trip to Thailand
• Trip to Indonesia
• High Value Bumper Rewards
• A budget Hatch back
• A 100 plus cc Budget Motorcycles
• Experiential Rewards :
• Movie Tickets
• QSR Vouchers

16. CHANNEL PARTNER
INCENTIVES
Our Recommendation :
Cat B – Optimal Mix of
• Experiential Rewards :
• SPA Packages
• Gaming Zones
• More focussed Instant Gratification Rewards :
• PaytM Cash
• E voucher based gratification
• Brand Vouchers
• White Labelled Electronics & Consumer Durables:
• MID range SMART TVS
• High End Cell phones below 30 K
• Travel Centric Rewards :
• Trip to Thailand
• Trip to Sri Lanks
• High Value Bumper Rewards
• A Hatch back
• An Activa
Our Recommendation :
Cat B & C – Optimal Mix of
• Instant Gratification Rewards :
• PaytM Cash (Hot Seller)
• Mobile Recharges (Hot Seller)
• Brand Paper Vouchers
• White Labelled Electronics & Consumer Durables:
• Basic LED TVs
• Budget Cellphones
• Basic Consumer Durables – Toaster, JMG &
Iron
• Travel Centric Rewards :
• Budget Trips – Mostly Domestic
• Trip to Thailand
• High Value Bumper Rewards
• A 100 plus cc Budget Motorcycles
• An Activa
• Experiential Rewards :
• Movie Tickets
• QSR Vouchers

17. Process – Scratch coupons
/cards
Unique Codes :
Can only Be used once . This will
mitigate any instances of
duplication or misuse
Real Time Validation :
SMS syntax to be devised to
ensure real time code validation
& subsequent gratification
Coupon Per Case :
Every case to have a coupon
placed at factory level .
Alternatively, coupon to be
distributed by sales associates
Registered Mobile
Number becomes the
unique identifier

18. Process – Scratch coupons
/cards
Unique Codes :
Can only Be used once . This will
mitigate any instances of
duplication or misuse
APP Driven :
Real Time QR scan will ensure
that participants get to track
their earnings.
QR Coupon Per Case :
Every case to have a QR coupon
placed at factory level .
Alternatively, QR coupon to be
distributed by sales associates
Registered
Mobile Number
becomes the
unique identifier

19. THANK YOU !
CURATED BY : ROHAN BATRA