Channel Strategy Toolkit

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Large Store Conventional
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Value (Dollar Store)
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Channel Strategy Toolkit

Club

Channel Story Macro Forces Trends

Strategy

Execution

Strategy & Tactics

Drive Traffic

Deliver member value with unique offers & treasure hunting

  1. Deliver member value with Unique Offers & Treasure Hunting
  2. Unique packages offered only in Club (Variety)
  3. In store Sampling to drive trial

Drive in-store traffic with pump messaging / offer at club

  1. Digital engagement on members platform to drive traffic

GOAT amplification on secondary packaging to drive consumer interest

  1. Drive In Store Traffic with Omni channel touchpoints (eg Social media, gas etc)

Drive Coca-Cola Incidence

Availability

  1. Ensure availabilityof base assortment (32 pk/24 pk / 20L BIB) in Aisle / Cafe

Secondary Touchpoints

  1. Leverage Marketing programs and innovation for Secondary touchpoints like endcaps / pallet displays

GOAT Program Execution

  1. Goat amplification on Secondary Packaging to drive consumer interest ( Olympics/FIFA/Holidays)

Drive Recruitment

Innovation

  1. Leverage meaningful SSD and Stills innovation like LTO Packs
  2. Glass bottles
  3. SSD Flavors Variety packs
  4. Teas Multipack

Dispensed Execution

  1. Execute Dispensed strategy with aligned assortment and approved food bundle to drive trials.

Executive Overview

Winning with the club Shopper and getting them to add “just one more”!

1

Assortment

Offer solutions providing member value to the unique demographics e.g. Variety packs, Flavors innovation.

2

Activation & POI

  • Engage shopper on relevant passion points by bringing on-pack promotions to Club (eg FIFA)
  • End Cap Execution
  • Sampling & Trial generation
  • Communicate on pack promotions via customer’s flyers/magazines
3

Premiumization

Engage with High SEL shopper to offer them solutions tying with key occasions and packages eg Glass Bottles during Holiday seasons.

4

Member Value

Connect with the multi-cultural, high income shopping families with children through listing premium packs, multi-packs, relevant flavor offerings in multi-packs and pack sizes.

5

Digital Integration

Where possible, integrate ad activity and marketing in digital flyers and retailer programs to convert digital shoppers.

Executive Overview