Category
- Sales promotion
Sub category
- Sampling activity
Task
- Maintain Pampers’ Diapers Market Share
- Encourage new purchase trials through affordable SKUs (i.e. Pampers’ Mainline Taped)
- Encourage current consumers to trade up (i.e. Pampers’ Mainline To Pampers Premium Care)
- Generate Brand Awareness & Sales of Pampers Pure
- Encourage consumers to register with Pampers Club (Loyalty Rewards App)
Action
- All ISPs thoroughly trained with a sales speech. Speech enables ISPs to lead all types of diapers consumers to a Pampers’ purchase
- Every close of sale must result in the consumer registering with Pampers Club. A leaflet is distributed for effective messaging
- Provision of weekly reports on Out Of Stock and competitor sales promotions, enabling quick response action
- Distribution of Pampers Pants Leaflets & diapers samples to encourage new consumer entry
- Effective distinguishing of premium SKUs from baseline products, leading to up-selling
- Distribution of Pampers Pure Leaflets to create full awareness of the new product line
Result
- Pampers’ market share is over 70% @ 34/38 ISP outlets
- Pampers’ Mainline Taped sales continually increase month-on-month since Oct’19
- Most taped diapers consumers are moving onto pants diapers (Up-sales)
- Pampers’ Pure is currently No.1 within organic diapers category
- Pampers’ Club has motivated continual buying from consumers residing within an outlet’s community