The document outlines a trade marketing plan to increase sales of Vivazen products at Circle K stores in Arizona through a pull campaign. The plan involved signing an agreement with Circle K to promote a 2-pack product deal at their 600 Arizona stores from January to March 2015 while also using signage, product sampling, and consumer engagement activities to boost awareness and sales of the brand.

1. Trade Marketing plan – Pull campaign at Circle K
stores in Arizona – ZAG Group
Background: The company was struggling to keep the fast pace growth that it had experienced since
2012. After conducting a trade visit to Arizona, I was able to identify the key issues that Vivazen was
facing at store level. Among those issues are:
• Product were sold only in 80% of total Circle K outlets
• Lack of product knowledge and category awareness by both consumers and outlet staff
• Limited product signage
• Confusion with energy shot category
• No pull programs in place at retail outlets
• Low value for money spent
My Role: To plan and execute a trade marketing program to increase brand awareness and product
sales, as well as to reinforce product’s functional benefits through store activations and messaging.
Project Overview: We signed an agreement with Circle K to implement a 2 pack product promotion in
all their outlets in Arizona (600 stores) from January to March 2015, and support this program with
signage, product testing and consumer engagement through activation blitz.
Results: