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    CSD Plan

    Uploaded by

    Nargis Fatima
    The document outlines a plan to activate currently inactive CSD shops and increase sales in active shops. It identifies gaps like a lack of discounts and branding in active shops. For inactive shops, issues include low productivity and incomplete stock-keeping units. The plan details coverage models that involve weekly or nightly visits by DSF representatives to active and top inactive shops. It also outlines in-call mission steps for representatives. Methods to provide secondary branding and discounts for key products in active shops are presented. Finally, the process for converting inactive to active shops through representative visits and ensuring order placement is described.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    CSD Plan

    Uploaded by

    Nargis Fatima
    76 views12 pages
    The document outlines a plan to activate currently inactive CSD shops and increase sales in active shops. It identifies gaps like a lack of discounts and branding in active shops. For inactive shops, issues include low productivity and incomplete stock-keeping units. The plan details coverage models that involve weekly or nightly visits by DSF representatives to active and top inactive shops. It also outlines in-call mission steps for representatives. Methods to provide secondary branding and discounts for key products in active shops are presented. Finally, the process for converting inactive to active shops through representative visits and ensuring order placement is described.

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    Trade Plan

    Original Title

    CSD PLAN

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    The document outlines a plan to activate currently inactive CSD shops and increase sales in active shops. It identifies gaps like a lack of discounts and branding in active shops. For inactive shops, issues include low productivity and incomplete stock-keeping units. The plan details coverage models that involve weekly or nightly visits by DSF representatives to active and top inactive shops. It also outlines in-call mission steps for representatives. Methods to provide secondary branding and discounts for key products in active shops are presented. Finally, the process for converting inactive to active shops through representative visits and ensuring order placement is described.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    76 views12 pages

    CSD Plan

    Uploaded by

    Nargis Fatima
    The document outlines a plan to activate currently inactive CSD shops and increase sales in active shops. It identifies gaps like a lack of discounts and branding in active shops. For inactive shops, issues include low productivity and incomplete stock-keeping units. The plan details coverage models that involve weekly or nightly visits by DSF representatives to active and top inactive shops. It also outlines in-call mission steps for representatives. Methods to provide secondary branding and discounts for key products in active shops are presented. Finally, the process for converting inactive to active shops through representative visits and ensuring order placement is described.

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    You are on page 1of 12

    CSD PLAN

    APRIL 2017 ONWARDS


    OBJECTIVE

    To Activate the CSD non-active shops


    To Uplift sales in CSD active shops
    GAPS IN THE CSD COVERAGE MODEL

    ACTIVE SHOPS:
    Active Shops are deprived of discounts and secondary branding
    Few shops are not visited once in a week (BASED ON DATA)
    Incomplete coverage in active shops

    INACTIVE SHOPS:
    Shops are not productive
    NH is not 100% of all SKUs
    Visibility of Shield Brands
    COVERAGE MODEL : FOR DSF
    Type of Shops Type of Shops Frequency
    DSF Currently Active Shops Once in a week
    DSF Non-Active Shops (Top 10% of Forth Nightly
    the shops)
    DSF Non-Active Shops (Remaining
    Shops)
    DSF needs to ensure that they push CSD to
    place an order

    In Call Mission Steps (ICM Steps)


    Step 4:
    Step 2:
    Step 1: DSF Step 3: Return to the
    Observe each
    enters the Check if all counter and
    category Step 5: Take Step 6: Exit
    shop and SKUs are identify the
    section of the order the shop
    greet the placed on the short fall of
    Shield and its
    shop keeper shelves items to the
    competitors
    shop keeper
    COMMUNICATION MODEL : FOR MERCHANDISER

    Type of Shops Frequency


    KAE/Merchandiser Currently Active Shops Once in a week
    KAE/Merchandiser Non-Active Shops (Top 10% of Forth Nightly
    the shops)
    KAE/Merchandiser Non-Active Shops (Remaining
    Merchandiser needs to push that all SKUs
    Shops)
    are made present and placed as per the
    planogram

    In Call Mission Steps (ICM Steps)


    Step 3: Step 4:
    Step 2:
    Step 1: KAE Maintain the Return to the
    Observe each
    enters the planogram counter and
    category Step 5: Take Step 6: Exit
    shop and and clean the identify the
    section of the order the shop
    greet the shelves and short fall of
    Shield and its
    shop keeper any Shield items to the
    competitors
    units shop keeper
    SECONDARY BRANDING FOR ACTIVE SHOPS

    Shield Diaper is one of the SKU, which should


    be our prime focus. Therefore, it requires
    secondary branding
    DIAPER - CSD

    HUNGAMA SALE- PKR 140 Price Discount at Diaper (Per Diaper


    Activity Name PKR 8)
    Total PKR 900 Discount to CSD, which is carried forward to the consumer via Hungaamaa Sale

    Activity Duration
    Start Date: 15th April End Date: 15th June
    Type of Material Shelf Talker (below the shelf) ; Counter Top would be allotted by CSD at
    Required the start of the floor
    Key Performance
    Indicators (KPI) Sales Forecast: Increase in sales ( from 50,000 to 200,000)

    Activity Cost PKR 10,500


    COUNTER TOP ALLOTTED TO RB ON PRICE
    DISCOUNT ON MORTIEN
    DIAPER - CSD

    Free Cot on purchasing PKR 1000 Shield Stock in Active


    Activity Name
    Stores
    Process :
    On the exit, customer will receive a coupon on checking the bill and then return to Diaper Section,
    where coupon is dropped in the Cot
    On the start or end of month, lucky draw is done at the Cot location.

    Activity Duration
    Start Date: 15th April End Date: 15th June
    Type of Material
    Required Shelf Talker (below the shelf)
    Key Performance
    Indicators (KPI)Sales Forecast: Increase in sales ( from 50,000 to 200,000)

    Activity Cost PKR 8,000 (Total 72,000)


    Incomplete coverage
    20-30% of
    baby cot (1000 purchase) lucky draw on 1st of month
    when there is more of a rush
    Cash counter issue coupon to consumer who will put
    in cot.
    Process Flow of the Presentation

    Identify shops Active Vs Non Active


    Coverage
    Productive
    Demand creation
    Discounts
    PROCESS TO ACTIVATE NON-ACTIVE SHOPS

    To convert non-active shops to active shops:

    Step 1: Prepare a route plan of DSF & Merchandiser as per the


    frequency mentioned in Slide 1 & 2

    Step 2: DSF & Merchandiser visit the shop and do the ICM Steps
    mentioned in Slide 1 & 2

    Step 3: Make the shop productive and Prepare order of all SKUs at
    the shop.

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