Industry:
Beverage
Intent:
Store level engagement
Background:
A multinational global brewing and beverage company. One of the largest brewers measured by revenues having operations in more than 70+ countries globally.
Target Audience:
Wholesalers, shop owners, CSMs, bar staff
Objectives:
- To trigger higher brand recall among the end consumers through channel network
- To increase the wallet share and brand presence among the customer base
Accentiv’ Roadmap:
- The program was launched in 5 major cities across India
- Formulating program strategy and conceptualizing the theme for the program’s communication
- Segmenting the TG into various categories and then analyzing the segmentations so that a differentiation can be created
- Derivation of point matrix on the basis of transactional and behavioural indicators
- Formulating campaign strategy, conceptualizing concepts and managing execution of the same
- Audit analysis of the bar staffs’ performance, service levels and brand recommendation
- Catalogue management
- Query and help desk management
Program Impact:
- Post launch, high enrollment levels were observed from each segment of the target audience involved:
- Counter Sales Managers – 5200 members
- Owners – 2000 members
- Wholesalers – 80 members
- Bar Staff – 550 members
- Higher level of brand recommendation was observed (during mystery audit exercise) among the bar staff, which lead to an increase in brand preference at consumer level
- A detailed incentivization strategy based on defined parameters helped increase the participation level among the target audience
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