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Picosskusandmerchandisingguidelines
- 1. PATH TO PURCHASE TOOLKIT 2.0
- 2. Objective of this document is to… • Define VPO Classification Slabs • Summarize Priority Retail Channels • Draw a Channel-wise Picture of Success • Improve Product Display Guidelines
- 4. VPO Classification Slabs DIAMOND GOLD SILVER BRONZE Annual Volume (raw cases) 5,000 & + 3,000 – 4,999 1,000 – 2,999 < 1,000
- 5. Scope of this toolkit Channel Classification Retail Conventional Trade Modern Trade Specialty HoReCa Distributor Wholesale Others • General Store • Kiryana Store • Pan/Cigarette Shop • Hyper Market • Super Market • Modern General Store • Fast Food Restaurant • Fine Restaurant • Food Court • Conventional Restaurant • Food Street Outlet • Local Food Stand • Beverage Street Vendor • Bakery • Medical Store • Petro Food Marts Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
- 6. Trade Sub Channel Definitions Channel Area (ft2) Cash Counter Service Products Shelf General Store < 500 No Counter Grocery and Household Items, F&B CPG No Kiryana Store > 200 No Counter >50% space allocated to loose unbranded food and household items, also carry CPG No Beverage/Pan Vendor < 500 No Counter All types of LRB, snacks, confectionary, cigarettes and pan etc No Hyper Market > 30,000 More than 10 Self, Carts Grocery, household electronics, Furniture, clothing, sporting goods etc Yes Super Market 4,000 – 30,000 3 – 10 Self, Carts Grocery, Cosmetics, Crockery, Electronics, Toys, Clothing etc More than 3 Modern General Store 1,000 – 4,000 1 – 2 Counter/Self Grocery, F&B CPG etc 3 Bakery < 500 Yes Counter/Self Breakfast items, baked goods, may also carry loose dairy items (milk & yogurt etc) No Medical Store < 500 Yes Counter/Self Mostly medicines, but also carry some CPG No Petromarts 100 – 500 Yes Counter/Self Beverages, Snacks, Ice Cream, Confectionary etc 1 – 3 Conventional Trade Modern Trade Specialty Stores Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
- 7. opyright©2012TheNielsenCompany.Confidentialandproprietary. 7 ? Nielsen Global Shopper Credentials 2015
- 8. Occasions of purchase Drink immediately outside store 64% For Regular consumption @HOME 31% Part of a meal 21% For party/ get together 9% Female: 52% Female: 19% Female: 69% 35-49yrs: 41% Age:25-34yrs: 69% Pan shop 87% Rural Peshawar: 36% LMT: 39% Rural Peshawar: 25% Age:13-18yrs: 15% General Store: 16% Figs in % LMT: 58%
- 10. Retail Conventional Trade Modern Trade Specialty HoReCa Channel-wise Picture of Success Distributor Wholesale Others • General Store • Kiryana Store • Pan/Cigarette Shop • Hyper Market • Super Market • Modern General Store • Fast Food Restaurant • Fine Restaurant • Food Court • Conventional Restaurant • Food Street Outlet • Local Food Stand • Beverage Street Vendor • Bakery • Medical Store • Petro Food Marts Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
- 11. POS Hotspots in Traditional Trade POS material on external walls/ façade of TT StoresBranded refrigerator is essential inside the store Have posters on unbranded refrigerators Billing counter – a key avenue to place POS
- 12. General Stores / Kiryana (Diamond & Gold) 1 3 4 7 6 1. Available Here Sign Install on the outside wall at a clearly visible spot 3. Poster Install on the outside wall/counter at a clearly visible spot (eye level) 4. Rack Place outside the shop in a clearly visible spot under the shade 6. Cooler Header / Flag Place on top of the cooler in standing position 7. Counter Branding Vinyl / Paint on the front of shop counter 8. Shelf Display with Shelf Strips Warm Stock display inside shop on clearly visible shelves BISMILLAH General Store 2. Fascia/Canopy Install outside the shop on the shop header 5. Double Door Cooler Place the cooler outside the shop under the shade near the counter at an easily accessible space 2 5 8
- 13. General Stores / Kiryana (Silver & Bronze) 1. Available Here Sign Install on the outside wall at a clearly visible spot 2. Poster Install on the outside wall/counter at a clearly visible spot (eye level) 3. Shelf Display with Shelf Strips Warm Stock display inside shop on clearly visible shelves. Paste shelf strip on each shelf. 4. Counter Branding Vinyl / Paint on the front of shop counter ALHUMDULILLAH General Store 1 3 4 2 5 5. Fascia/Canopy (Good to have) Install outside the shop on the shop header
- 14. POS Hotspots in Pan Shops 14 Have POS materials on store hoardings Posters on unbranded refrigerators Have Brand Gondolas Outside the store as wellBilling counter as most pick CSD from here
- 15. Pan Shop (Diamond & Gold) 1. Available Here Sign Install on the outside wall at a clearly visible spot 2. Poster Install on the outside wall/counter at a clearly visible spot (eye level) 3. Rack Place outside the shop in a clearly visible spot under the shade 5. Cooler Header / Cooler flag Place on top of the cooler in standing position 6. Chest Cooler Lid Branding Vinyl Sticker on top of the Chest Cooler lid 7. Fascia/Canopy Install outside the shop on the shop header 1 3 8 7 6 2 5 4 8. Counter Branding Vinyl / Paint on the front of shop counter 4. Double Door Cooler* Place the cooler outside the shop under the shade near the counter at an easily accessible space *Subject to space availability
- 16. Pan Shop (Silver & Bronze) 1. Available Here Sign Install on the outside wall at a clearly visible spot 2. Poster Install on the outside wall/counter at a clearly visible spot (eye level) 3. Counter Branding Vinyl / Paint on the front of shop counter 4. Shelf Display Warm Stock display inside shop on clearly visible shelves . Paste shelf strip on each shelf. 5. Fascia/Canopy (Good to have) Install outside the shop on the shop header 5 1 3 4 2
- 17. Retail Conventional Trade Modern Trade Specialty HoReCa Channel-wise Picture of Success Distributor Wholesale Others • General Store • Kiryana Store • Pan/Cigarette Shop • Hyper Market • Super Market • Modern General Store • Fast Food Restaurant • Fine Restaurant • Food Court • Conventional Restaurant • Food Street Outlet • Local Food Stand • Beverage Street Vendor • Bakery • Medical Store • Petro Food Marts Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
- 18. POS Hotspots in LMT Gondolas Inside the store at sections other than CSD aisle POS material should be present at Grocery and Snacks aisle POS material at the entrance of LMT store Have Flyers/ Danglers in non beverage aisle as well
- 19. Superstore Intercepts and Hotspots 1. Gondola/display near shop entrance 2. Beverage Aisle (with Shelf Strips) 3. Case stack display for Multi-serve 4. Cooler with planogram near checkout 5. X-Category Display w/ Snacks 6. X-Category Display w/ meat & frozen foods 7. Checkout counter PO1 display for impulse 8. Wall Branding All elements to be as per shared KV and artworks 1 8 7 4 2 5 6 3 3
- 20. Superstore Intercepts and Hotspots 1. Gondola display near the entrance 3. Case stack displays in Bev aisle and promo deal corner for multi-serve customers 2. Beverages aisle with shelf strips and branded category headers 4. Locking optimal, clearly visible and accessible space for visi-coolers near the checkout area. Cooler purity to be ensured and planogram to be followed
- 21. Superstore Intercepts and Hotspots 7. Product placement and displays at checkout counters for driving impulse 8. Wall and Pillar Branding 5 & 6. Cross-category displays (warm and cold) can be activated with snacks, Frozen Foods, meat, culinary section
- 22. Modern General Store (Diamond & Gold) All elements to be as per shared KV and artworks 1. Available Here Sign Install on the outside wall at a clearly visible spot 3. Poster Install on the outside wall at a clearly visible spot (eye level) 2. Door Sticker/Window Branding Paste on glass door/window at entrance (only where there is a glass door) 5. Multi-serve Case Display Stack MS cases around the cooler for weekly/monthly grocery shoppers 6. Rack at Checkout Counter Place rack at the checkout counter for quick shoppers 4. Cooler Header / Cooler flag Place on top of the cooler in standing position / cooler door 7. Double Door Cooler Place the cooler inside the shop at an easily accessible space 1 3 8 7 6 2 5 4 8. Shelf Strips Paste shelf strips on the shelves in the beverage aisle
- 23. Modern General Store (Silver & Bronze) All elements to be as per shared KV and artworks 1. Available Here Sign Install on the outside wall at a clearly visible spot 3. Poster Install on the outside wall at a clearly visible spot (eye level) 2. Door Sticker/Window Branding Paste on glass door/window at entrance (only where there is a glass door) 4. Multi-serve Case Display Stack MS cases around the cooler for weekly/monthly grocery shoppers 5. Shelf Display with Shelf Strips Warm Stock display inside shop on clearly visible shelves . Paste shelf strip on each shelf. 1 3 2 5 4
- 24. Retail Conventional Trade Modern Trade Specialty HoReCa Channel-wise Picture of Success Distributor Wholesale Others • General Store • Kiryana Store • Pan/Cigarette Shop • Hyper Market • Super Market • Modern General Store • Fast Food Restaurant • Fine Restaurant • Food Court • Conventional Restaurant • Food Street Outlet • Local Food Stand • Beverage Street Vendor • Bakery • Medical Store • Petro Food Marts Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
- 25. Specialty Store: Petromarts 1. Available Here Sign Install on the outside wall at a clearly visible spot 3. Poster Install on the outside wall at a clearly visible spot (eye level) 2. Door Sticker Paste on glass door/window at entrance (only where there is a glass door) 4. Counter Branding Apply POP material on the checkout counter 5. Product placement near entrance Place product near the entrance/checkout area for driving impulse 6. Visi-Cooler Placement & Purity Place double door coolers at prime position in the cold section. Ensure planogram is followed with focus on SSPET cold availability 1 3 6 2 5 45
- 26. Specialty Store: Bakeries 1. Available Here Sign Install on the outside wall at a clearly visible spot 6. Secondary Display MS Rack or case stacks near checkout counter 8. Counter Branding Vinyl / Paint on the front of shop counter 7. Shelf Display Warm Stock display inside shop on clearly visible shelves . Paste shelf strip on each shelf. 3. Poster Install on the outside wall at a clearly visible spot (eye level) 2. Door Sticker Paste on glass door/window at entrance (only where there is a glass door) 5. Cooler Header / Flag Place on top of the cooler in standing position 1 3 8 7 6 2 5 4 4. Double Door Cooler Place the cooler inside the shop at an easily accessible space
- 28. The Basics: Brand and Pack Order Brands Order (Horizontally Placed) Packs Order (Vertically Placed) 300/300ml Can and 200ml TetraPak 250ml RGB 345ml PET 500ml PET MSPET D P 7 M
- 29. Cooler Planogram Guidelines Traditional Trade Modern Trade Modern Trade
- 30. Must Have SKUs Channel/Sub-Channel VPO Class Must Have Good to Have General Store/Kiryana D & G S & B Pan/Cigarette Shop D & G S & B Super Store/MGS D & G S & B Note: Pepsi represents entire CSD portfolio Exceptions are possible on Franchise and outlet-to-outlet basis
- 31. Must Have SKUs Channel/Sub-Channel VPO Class Must Have Good to Have Specialty D & G S & B Conventional HoReCa D & G S & B Note: 500ml refers to CSD only. Aquafina 500ml is a must have across channels Exceptions are possible on outlet-to-outlet basis
- 32. KEY CONTACTS Adnan Irfan Abbasi Sr. Franchise Manager - Center adnan.abbasi@pepsico.com Wasif Khan Sr. Franchise Manager - North wasif.khan@pepsico.com Ali Rauf Sr. Franchise Manager - South muhammadali.rauf@pepsico.com Umer Sohail Trade Marketing Manager umer.sohail@pepsico.com Ali Awan Franchise Manager - Islamabad ali.awan@pepsico.com Sajjad ur Rehman Franchise Manager - Peshawar sajjadur.rehman@pepsico.com Arquam Gul Franchise Manager - Sukkur arquam.gul@pepsico.com