- Leverage GOAT Programs to capture incremental space in lobby and perimeter
- Secure fair share of space leveraging data and selling tools to increase space
Channel Strategy Toolkit
Channel Strategy Toolkit
Large Store Discount
Strategy & Tactics
Drive Incidence
Grow SOVI by maximizing share of space
Win the Meals occasion by leveraging Snacks and Meals execution
- Tie into Meals occasion by executing SSD & Hydration with Snacks (eg Takis) and Meals (like Rotisserie Chicken)
- Execute with Transactions packs (sparkling) and HSTC IC packs
Grow basket size by growing distribution + execution
Grow basket size by growing distributionand execution of:
- Flavors SSD (Fanta, Sprite)
- Fuze Tea (All variants)
- Sports & Hydration (BODYARMOR, POWERADE, and vitaminwater)
Retain & Recruit Drinkers
Execute Affordability Zones to Retain Drinkers
- List all affordability packs including new System Health recommendations
- Execute Affordability zones with relevant affordability messaging
Engage with multicultural shoppers
- Engage with Multi cultural shopper leveraging the festivals toolkit and relevant instore execution
Drive IC expansion by driving KO Coolers
- Grow net CDE by focusing on SCO / Checkouts
- Execute POGs as directed by PiCOS / Banner One pagers
- Execute adjacent ambient racks to enhance portfolio offering
List & execute all SSD and Stills Innovations
Convert the Omnichannel Shopper
Execute Digital GOAT program on customer apps and websites
- Leverage and execute GOAT programs (eg FIFA/Olympics) to engage shoppers on customer’s digital platforms.
Leverage retailer apps and loyalty programs to drive basket spend
- Leverage loyalty program to drive customer engagement and grow basket incidence
Executive Overview
Winning with the Discount & Mass Shopper
1
Availability
- Connect with the multi-cultural shopper with relevant assortment such as SSD Flavors and RTD Tea
- Keep the shelf stocked with affordability packs like the 6x710ml to engage with the budget driven shopper
- Drive Cold availability across all relevant touchpoints in store to convert the impulse shopper
2
Activation & POI
- Amplify ad activity and promotional communication which resonates with the budget driven shopper
- Create multiple interruption points in-store to capture quick trips
- Use passion points within Mar-Comm to connect with the shopper – such as BBQs/Grill Season and Entertaining
- Activate transaction packs to match relevant trip missions
3
Home Meal Replacement (HMR)
- Amplified HMR execution to engage with convenience seeker (Cold & ambient displays, food combo activation )
4
Digital
- Convert digital shopper by integrating into retailers' programs and websites
- Integrate ad activity and marketing activations in digital flyers
