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Coca Cola Trade Scheme First Cut

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Rohan Batra
Rohan Batra

This document proposes trade engagement and gratification propositions to increase secondary sales of packaged beverage products. It outlines three campaign concepts: 1) A travel-centric scratch card program where traders earn travel rewards by purchasing cases with unique codes. 2) A cricket-themed app-based program where traders earn "runs" and assured gifts by scanning QR codes on cases. 3) A summer promotion with rewards including Amazon vouchers, movie tickets, and motorbikes, distributed via coupons or SMS codes on purchased cases. The document also recommends reward structures and incentives tailored for different trader categories. It emphasizes assurances of instant gratification through cash, vouchers or branded rewards to drive engagement.

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TRADE CHANNEL ENAGEMENT & GRATFICATION PROPOSITION
TRADE CHANNEL ENAGEMENT & GRATFICATION PROPOSITION DECODING THE BRIEF To increase the primary billing by introducing a channel scheme for Wholesalers & Retailers selling 200 ML tetra pack of following : Maaza Minute Maid Aquarius Glucorecharge
DRIVING BEHAVIOURAL CHANGE
DEEP DIVE LINEAGE SELL LIKE HOT CAKES LACK OF LINEAGE DEMAND UPSELLING LACK OF AWARENESS WITHIN TRADE
Target Group Wholesalers (Age Group (25 55) SEC A,B Retailers Age Group (18 55) SEC A, B & C Mom & Pop Stores 200 Cities
CRACKING THE CONCEPT Travel Centric Event Centric Season Centric Driving Channel Awareness Promoter Driven DRIVING AWARENESS CREATING TRADE PROMTION SCHEMES
OUR PROPOSITION SLAB BASED ASSURED REWARDS : Trade Partners to be given a SCRATCH CARD/ COUPON CODE/ QR CODE on purchase of every case of MAAZA / GLUCOAQUARIOUS / MINUTE MAID Tetra Packs In addition Hourly , Daily and Weekly Prizes to be tracked & a leader board to be created to reward the Top Performing at City, State and National Levels respectively PROMOTER DRIVEN AWARENESS CAMPAIGNS : At Wholesaler touchpoints to drive POS awareness & visibility
CAMPAIGN JOURNEY Feb - March April May Pre Campaign Trade Communication Trade Letters Campaign Collaterals OBD (Out Bound Dialing) Whats App Creatives SMS Campaigns Program Launch : Across 200 Cities UAT / SMS Campaign Testing Testing using dummy / made up codes Coupon Printing Distribution QR Code Pasting (if Any) Helpline (if any to be set up) Pre registration Wholesalers / Retailers Hourly Winners Daily Winners Weekly Winners Assured Paytm cash Campaign Closure Reconciliation Bumper Winners Unveiling Prize distribution
1 DRIVING SECONDARY SALES CONCEPT Case Kharido aur duniya dekho GENESIS - Engaging the channel by satiating their travel aspirations Also, ensuring the trade expectations of an assured & instantaneous gratification is met PLATFORM - Coupon Based SMS Based
Coca Cola Trade Scheme First Cut
2 DRIVING SECONDARY SALES CONCEPT CPL (Coke Premier League) ke Dhurandar GENESIS - Divided by regions, India is united by a religion called Cricket IPL , also happens to be the latest fad Also, ensuring the trade expectations of an assured & instantaneous gratification is met Powerplay Feature To double earnings within a stipulated timeframe . PLATFORM - APP Based (Recommended)
PACK OF 30 MAAZA MINUTE MAID AQUARIOUS GLUCOCHARGE EARN RUNS SCAN QR / enter unique code ON CASE / PACK COLLECT RUNS WIN Runs to have monetary value that can be redeemed for a plethora of IPL FINALE TICKETS & OTHER ASSURED GIFTS
3 DRIVING SECONDARY SALES CONCEPT Summer Dhamaka GENESIS - The campaign was designed keeping the upcoming summer season In addition , trade expectation of an assured reward was also kept in mind PLATFORM - Coupon Based SMS Based
SUM MER AMAZON VOUCHERS VISA GIFT CARDS MOVIES TICKETS ROYAL ENFIELD BIKES
CHANNEL PARTNER INCENTIVES Our Recommendation : Cat A Optimal Mix of Experiential Rewards : Chauffer Driven Movie Invite SPA Packages Fine Dining Gaming Zones Instant Gratification Rewards : PaytM Cash E voucher based gratification Brand Vouchers White Labelled Electronics & Consumer Durables: SMART TVS High End Cell phones 30 K Plus Travel Centric Rewards : Trip to Singapore Trip to Europe High Value Bumper Rewards A premium Hatch back A 150 plus cc Motorcycles Our Recommendation : Cat A Optimal Mix of Instant Gratification Rewards : PaytM Cash Mobile Recharges E voucher based gratification Brand Vouchers White Labelled Electronics & Consumer Durables: Mid Range SMART TVS Cell Phones under 30 K Travel Centric Rewards : Trip to Thailand Trip to Indonesia High Value Bumper Rewards A budget Hatch back A 100 plus cc Budget Motorcycles Experiential Rewards : Movie Tickets QSR Vouchers
CHANNEL PARTNER INCENTIVES Our Recommendation : Cat B Optimal Mix of Experiential Rewards : SPA Packages Gaming Zones More focussed Instant Gratification Rewards : PaytM Cash E voucher based gratification Brand Vouchers White Labelled Electronics & Consumer Durables: MID range SMART TVS High End Cell phones below 30 K Travel Centric Rewards : Trip to Thailand Trip to Sri Lanks High Value Bumper Rewards A Hatch back An Activa Our Recommendation : Cat B & C Optimal Mix of Instant Gratification Rewards : PaytM Cash (Hot Seller) Mobile Recharges (Hot Seller) Brand Paper Vouchers White Labelled Electronics & Consumer Durables: Basic LED TVs Budget Cellphones Basic Consumer Durables Toaster, JMG & Iron Travel Centric Rewards : Budget Trips Mostly Domestic Trip to Thailand High Value Bumper Rewards A 100 plus cc Budget Motorcycles An Activa Experiential Rewards : Movie Tickets QSR Vouchers
Process Scratch coupons /cards Unique Codes : Can only Be used once . This will mitigate any instances of duplication or misuse Real Time Validation : SMS syntax to be devised to ensure real time code validation & subsequent gratification Coupon Per Case : Every case to have a coupon placed at factory level . Alternatively, coupon to be distributed by sales associates Registered Mobile Number becomes the unique identifier
Process Scratch coupons /cards Unique Codes : Can only Be used once . This will mitigate any instances of duplication or misuse APP Driven : Real Time QR scan will ensure that participants get to track their earnings. QR Coupon Per Case : Every case to have a QR coupon placed at factory level . Alternatively, QR coupon to be distributed by sales associates Registered Mobile Number becomes the unique identifier
THANK YOU ! CURATED BY : ROHAN BATRA

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Coca Cola Trade Scheme First Cut

  • 1. TRADE CHANNEL ENAGEMENT & GRATFICATION PROPOSITION
  • 2. TRADE CHANNEL ENAGEMENT & GRATFICATION PROPOSITION DECODING THE BRIEF To increase the primary billing by introducing a channel scheme for Wholesalers & Retailers selling 200 ML tetra pack of following : Maaza Minute Maid Aquarius Glucorecharge
  • 4. DEEP DIVE LINEAGE SELL LIKE HOT CAKES LACK OF LINEAGE DEMAND UPSELLING LACK OF AWARENESS WITHIN TRADE
  • 5. Target Group Wholesalers (Age Group (25 55) SEC A,B Retailers Age Group (18 55) SEC A, B & C Mom & Pop Stores 200 Cities
  • 6. CRACKING THE CONCEPT Travel Centric Event Centric Season Centric Driving Channel Awareness Promoter Driven DRIVING AWARENESS CREATING TRADE PROMTION SCHEMES
  • 7. OUR PROPOSITION SLAB BASED ASSURED REWARDS : Trade Partners to be given a SCRATCH CARD/ COUPON CODE/ QR CODE on purchase of every case of MAAZA / GLUCOAQUARIOUS / MINUTE MAID Tetra Packs In addition Hourly , Daily and Weekly Prizes to be tracked & a leader board to be created to reward the Top Performing at City, State and National Levels respectively PROMOTER DRIVEN AWARENESS CAMPAIGNS : At Wholesaler touchpoints to drive POS awareness & visibility
  • 8. CAMPAIGN JOURNEY Feb - March April May Pre Campaign Trade Communication Trade Letters Campaign Collaterals OBD (Out Bound Dialing) Whats App Creatives SMS Campaigns Program Launch : Across 200 Cities UAT / SMS Campaign Testing Testing using dummy / made up codes Coupon Printing Distribution QR Code Pasting (if Any) Helpline (if any to be set up) Pre registration Wholesalers / Retailers Hourly Winners Daily Winners Weekly Winners Assured Paytm cash Campaign Closure Reconciliation Bumper Winners Unveiling Prize distribution
  • 9. 1 DRIVING SECONDARY SALES CONCEPT Case Kharido aur duniya dekho GENESIS - Engaging the channel by satiating their travel aspirations Also, ensuring the trade expectations of an assured & instantaneous gratification is met PLATFORM - Coupon Based SMS Based
  • 11. 2 DRIVING SECONDARY SALES CONCEPT CPL (Coke Premier League) ke Dhurandar GENESIS - Divided by regions, India is united by a religion called Cricket IPL , also happens to be the latest fad Also, ensuring the trade expectations of an assured & instantaneous gratification is met Powerplay Feature To double earnings within a stipulated timeframe . PLATFORM - APP Based (Recommended)
  • 12. PACK OF 30 MAAZA MINUTE MAID AQUARIOUS GLUCOCHARGE EARN RUNS SCAN QR / enter unique code ON CASE / PACK COLLECT RUNS WIN Runs to have monetary value that can be redeemed for a plethora of IPL FINALE TICKETS & OTHER ASSURED GIFTS
  • 13. 3 DRIVING SECONDARY SALES CONCEPT Summer Dhamaka GENESIS - The campaign was designed keeping the upcoming summer season In addition , trade expectation of an assured reward was also kept in mind PLATFORM - Coupon Based SMS Based
  • 15. CHANNEL PARTNER INCENTIVES Our Recommendation : Cat A Optimal Mix of Experiential Rewards : Chauffer Driven Movie Invite SPA Packages Fine Dining Gaming Zones Instant Gratification Rewards : PaytM Cash E voucher based gratification Brand Vouchers White Labelled Electronics & Consumer Durables: SMART TVS High End Cell phones 30 K Plus Travel Centric Rewards : Trip to Singapore Trip to Europe High Value Bumper Rewards A premium Hatch back A 150 plus cc Motorcycles Our Recommendation : Cat A Optimal Mix of Instant Gratification Rewards : PaytM Cash Mobile Recharges E voucher based gratification Brand Vouchers White Labelled Electronics & Consumer Durables: Mid Range SMART TVS Cell Phones under 30 K Travel Centric Rewards : Trip to Thailand Trip to Indonesia High Value Bumper Rewards A budget Hatch back A 100 plus cc Budget Motorcycles Experiential Rewards : Movie Tickets QSR Vouchers
  • 16. CHANNEL PARTNER INCENTIVES Our Recommendation : Cat B Optimal Mix of Experiential Rewards : SPA Packages Gaming Zones More focussed Instant Gratification Rewards : PaytM Cash E voucher based gratification Brand Vouchers White Labelled Electronics & Consumer Durables: MID range SMART TVS High End Cell phones below 30 K Travel Centric Rewards : Trip to Thailand Trip to Sri Lanks High Value Bumper Rewards A Hatch back An Activa Our Recommendation : Cat B & C Optimal Mix of Instant Gratification Rewards : PaytM Cash (Hot Seller) Mobile Recharges (Hot Seller) Brand Paper Vouchers White Labelled Electronics & Consumer Durables: Basic LED TVs Budget Cellphones Basic Consumer Durables Toaster, JMG & Iron Travel Centric Rewards : Budget Trips Mostly Domestic Trip to Thailand High Value Bumper Rewards A 100 plus cc Budget Motorcycles An Activa Experiential Rewards : Movie Tickets QSR Vouchers
  • 17. Process Scratch coupons /cards Unique Codes : Can only Be used once . This will mitigate any instances of duplication or misuse Real Time Validation : SMS syntax to be devised to ensure real time code validation & subsequent gratification Coupon Per Case : Every case to have a coupon placed at factory level . Alternatively, coupon to be distributed by sales associates Registered Mobile Number becomes the unique identifier
  • 18. Process Scratch coupons /cards Unique Codes : Can only Be used once . This will mitigate any instances of duplication or misuse APP Driven : Real Time QR scan will ensure that participants get to track their earnings. QR Coupon Per Case : Every case to have a QR coupon placed at factory level . Alternatively, QR coupon to be distributed by sales associates Registered Mobile Number becomes the unique identifier
  • 19. THANK YOU ! CURATED BY : ROHAN BATRA