K CIDER DISTRIBUTION VAN DRIVE

About This Project

Objectives:

• National activity to protect distribution in London Convenience heartland whilst driving into new areas and showing support for RTM Cash & Carry partners.
• Launch & Trial NPD and new packaging formats.
• Sell into targeted outlets covering Premier/Londis/NISA/Best-One & Indies

Method:

• Branded Van Sales drive covering: London/Reading/Bristol/Birmingham/Liverpool/Manchester/Leeds/ Sheffield/Notting Hill Carnival
• Volume & Repeat purchase incentive linked to local Cash & Carry: –Dhamecha/Booker/East End/Parfetts
• POS included FSDU’s, Posters, Barkers, Pricing Cards/Flags/Wobblers

Results:

• Over 5,000 cases (24 x 500 ml) sold
• Strike Rate over 40%
• c500 cases of NPD sold in 2 weeks
• Sold 5 pallets of new format (330ml)
• Substantially exceeded pervious activity volumes and gained strong distribution in new areas.
• RTM partners very happy with support & volume
• Significant presence in & outside retailers at Notting Hill Carnival
• Managed to obtain local licensing information that eluded the client