Danone Waters 'Detox' Field Marketing
Danone Waters
Field Marketing Campaign
The Brief
Danone Waters required a brand sales and merchandising team to represent its interests in-store in an effort to tackle brand availability and presentation. BEcause Experiential Marketing was briefed with building relationships, educating store employees, and communicating key sales material with the top multiple grocery store managers nationwide.
The Solution
A national 'tactical' team of Brand Ambassadors was specially trained and deployed to achieve a set of objectives within the top Grocery Multiples:
- To build relationships at local level so that Danone Waters was front of mind in store for their category
- To maximise product availability by closing distribution gaps
- To increase product availability in store by negotiating additional sitings on a store-by-store level
- To ensure all agreed promotions (including additional displays & POS) are implemented on time and across all required stores
- To identify distribution problems and reduce out of stocks by educating store employees on seasonality and the importance of increasing stock levels in line with promotional activity
In addition to comprehensive training for the Brand Ambassadors, BEcause used the latest in Territory Planning software to maximise the team's efficiency and minimise mileage expenditure. The team were able to help implement two launches and three range reviews simply by being in the stores on a regular basis and having the necessary tenacity and crucial store relationships.
"BEcause Experiential Marketing's experience and working methods have given us the opportunity to resolve issues quickly - in some cases, within 24 hours - and their on-site presence at our head office has allowed us to fully optimise an extremely demanding summer programme. Their whole approach gives our products the greatest chance for success," said Tracey Brown, Sales Development Manager, Danone Waters
Danone Waters required a brand sales and merchandising team to represent its interests in-store in an effort to tackle brand availability and presentation. BEcause Experiential Marketing was briefed with building relationships, educating store employees, and communicating key sales material with the top multiple grocery store managers nationwide.
The Solution
A national 'tactical' team of Brand Ambassadors was specially trained and deployed to achieve a set of objectives within the top Grocery Multiples:
- To build relationships at local level so that Danone Waters was front of mind in store for their category
- To maximise product availability by closing distribution gaps
- To increase product availability in store by negotiating additional sitings on a store-by-store level
- To ensure all agreed promotions (including additional displays & POS) are implemented on time and across all required stores
- To identify distribution problems and reduce out of stocks by educating store employees on seasonality and the importance of increasing stock levels in line with promotional activity
In addition to comprehensive training for the Brand Ambassadors, BEcause used the latest in Territory Planning software to maximise the team's efficiency and minimise mileage expenditure. The team were able to help implement two launches and three range reviews simply by being in the stores on a regular basis and having the necessary tenacity and crucial store relationships.
"BEcause Experiential Marketing's experience and working methods have given us the opportunity to resolve issues quickly - in some cases, within 24 hours - and their on-site presence at our head office has allowed us to fully optimise an extremely demanding summer programme. Their whole approach gives our products the greatest chance for success," said Tracey Brown, Sales Development Manager, Danone Waters
