Selective coverage distribution plan, designed and successfully executed in Peru. Plan de distribucion de cobertura selectiva, diseñado y ejecutado exitosamente en Peru a nivel nacional.

1. Selective Coverage Plan

2. 2
1 POS per 7,000hab.-9,000hab.
1 POS per 9,000hab.-11,000hab.
1 POS per 11,000hab.-15,000hab.
1 POS per 15,000hab.-19,000hab.
1 POS per 19,000hab.-25,000hab.
1 POS per 25,000hab.-+,000hab.
Tumbes
Madre de
Dios
Loreto
Puno
Ucayali
Amazonas
Tacna
Cuzco
Pasco
Junín
Huacavelica
Arequipa
Moquegua
Ica
Ayacucho
Apurimac
Callao
Lima
Huanuco
San Martin
Ancash
Lambayeque
Piura
La Libertad
Cajamarca
•In Huancayo, there is 1 POS every 15-19000 people
•In Arequipa, there is 1 POS every 9-11000 people

4. 4
Population
•Urban 91%
•Rural 9%
•Urban > 18 years old 62%
Department objective 761,062 people
Zone objective 622,616 people
Economic data
•Average salary S/.939 (in Lima the
AVG is of S/1,103). Arequipa is below
by 15%
•Income pyramid: 48% received less
than S/.700/month
4.1
6.8
16.5
21.0
14.8
8.7
20.5
5.6
2.0
- 5.00 10.00 15.00 20.00 25.00
-
100
300
500
700
900
1,500
3,000
6,000
IngresosMediosSoles
% Población

5. 5
Actual business (only Arequipa city, 11
districts Arequipa, Yanahuara, Cayma, Alto, Jacobo,
Jose Luis Bustamante, Mariano Melgar, Miraflores,
Paucarpata, Socabaya, Yanahuara)
•Operated 33 AVG (S/.13,500)
•Non Operated 36 AVG (S/.1,700)
The zone has increased by 84% against 2008
The penetration is 1 POS/9000 people
The average price/coupon is of S/.4.60. 71% of the sales belong to
Tinka.
It is important to analyze the return on the following POS:
Botica Garcia, CHN, Farmasalud, Bazar Rivera, Todo Celular,
Valdivia, Farma Lourdes, Ccahuana, Calderon, El Milagro and
Sophia (all of them are non operated)
69%
77%
12%
7%
10%
8%
5% 4%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009
Tinka Ganadiario Ganagol Instantaneas Otros

6. 6
Objective of the project
• To increase visibility in the zone
• To double the sales
• To capture impulse purchasing
• To achieve profit projection of the zone

7. 7
¿How to do it?
To increase visibility in the zoneTo increase visibility in the zone
100% application of POP standards
100% corners at NON operated POS (including accessories)
Attractiveness of new brands
Application of new type of booths:
Municipality kiosks
Own kiosks
Street vendors
Aisles at commercial centers
Kiosks at main mercados

8. 8
¿How to do it?
To double the salesTo double the sales
A minimum of 90 POS to be working in the zone in
order to achieve 1 million sales/month in 6 months
In addition:
•Improve execution of actual POS, relocation if
needed over and above the POP standards
application.
•Implement all available remote served POS (54) and
install more if needed.

9. 9
¿How to do it?
To capture impulse purchasingTo capture impulse purchasing
To locate and relocate POS next to population
conglomeration such as the followings:
Bus stop
Institutes
Universities
Market Stalls

10. 10
¿How to do it?
To achieve profit projection of the zone
To analyze actual contribution of the zone and
define the project objectives
While having the target:
Assure executions with adequate product mix,
POS mix and POP allocation according to
profitably needs

11.  Commercial Centers:
 CC Panorámico
 CC Patio del Ekeko
 CC La Gran Vía
 CC Global Plaza
 Newspaper kiosks:
 Plaza de Armas
 Calle Mercaderes
 Plaza Sto.Domingo
 Boulevards: Pasaje de la Catedral, Calle San Francisco
 High traffic avenues:
 Av. Ejercito
 Av. VA Belaunde
 Av. Mariscal Castilla
 Neighborhoods:
 Yanahuara
 Cayma
 Vallecito
 Markets:
 Mercado del Altiplano
 Mercado del Avelino
 Siglo XX
 Street vendors:
 Mercado del Avelino
11

13. 13
Population data
•Urban 68%
•Rural 32%
•Urban > 18 years old 42%
Department objective 502,114 people
Zone objective 266,543 people
Economic data
• Average salary S/. 868 (21% below
Lima which is at S/.1103)
•Income pyramid: more than 60% of
the population is below S/.700/month
5.6
5.4
15.3
17.8
17.5
10.4
23.1
3.9
0.8
- 5.00 10.00 15.00 20.00 25.00
-
100
300
500
700
900
1,500
3,000
6,000
IngresosMediosSoles
% Población

14. 14
Actual business (only Huancayo city, 2
districts Huancayo and El Tambo)
•Operated 9 AVG (S/.12,800/month)
•Non Operated 4 AVG (S/.1,600/month)
The zone has increased by 97% (comparing cumulative May figures)
The penetration is of 1 POS/every 19,000 people
It need to be analyzed the results of the following non operated POS:
Quinto Ibarra
Luis Felipe
66%
75%
10%
6%
12%
10%
10% 4%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009
Tinka Ganadiario Ganagol Instantaneas Otros

15. 15
Objective of the project
• To increase visibility in the zone
• To triplicate the sales
• To capture impulse purchasing
• To achieve profit projection of the zone

16. 16
¿How to do it?
To increase visibility in the zoneTo increase visibility in the zone
100% application of POP standards
100% corners at NON operated POS (including accessories)
Attractiveness of new lauchments
Application of new type of booths:
Municipality kiosks
Own kiosks
Aisles at commercial centers
Kiosks at Mercados

17. 17
¿How to do it?
To triplicate the salesTo triplicate the sales
A minimum of 35 POS to be working in the zone in
order to achieve S/.300,000 sales/month in 6 months
In addition:
Improve execution of actual POS, relocation if
needed over and above the POP standards
application.
Implement all available remote served POS (2) and
install more if needed.

18. 18
¿How to do it?
To capture impulse purchasingTo capture impulse purchasing
To locate and relocate POS next to population
conglomeration such as the followings:
Bus stop
Institutes
Universities
Market Stalls

19. 19
¿How to do it?
To achieve profit projection of the zone
To analyze actual contribution of the zone and
define the project objectives
While having the target:
Assure executions with adequate product mix,
POS mix and POP allocation according to
profitably needs

20.  Commercial Centers:
 Real Plaza
 Centro Constitución
 Astoria Plaza,
 Mega Plaza
 Gas Stations
 Primax
 Huancavelica
 Bus Stops:
 Parque Industrial
 Los Andes
 Neighborhoods: to be confirmed
 Markets:
 Mercado EL TAMBO
 Supermarkets:
 PLAZA VEA
 CASA SUELDO
 FERIA 13
20