CPM

Bel Outlet Acquisition and Market Development

 

THE CHALLENGE

Expand Bel’s sales network in the general trade distribution channel by designing a project to support new outlets which begin to sell TLC cheese products with the objective:

  • To motivate consumer trial & repurchasing
  • To increase brand visibility
  • To inform consumer/neighborhood “TLC is sold here”

THE CPM SOLUTION

A campaign created to achieve Bel’s goal with following activities:

  • TLC mini show at outlets
  • POSM & product display
  • Product trials
  • Product knowledge (F&B) introduction
  • Gift & quiz game
  • Direct selling
  • Promotions for both consumers & retailers (discount on first orders)

RESULTS / ROI

7,425 outlets activated in 12 key cities, of which 60 percent were new outlets
 
239,750 consumers approached
 
25 percent of approached customers agreed to buy the product, of which 23 percent were first time users
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