Category Archives: FMCG


Case Studies

Best in Class Specialty Cheese Expo

CPM Australia deliver 'Best in Class Specialty Cheese Expo'

The challenge

CPM Australia was engaged to create an exciting and innovative in-store retail activation program to provide shoppers with greater confidence and knowledge when purchasing specialty cheeses. In effort to break down the existing consumer barriers surrounding specialty cheeses, our mission was to create an entertaining environment where consumers could discover the versatility of these products.

Our Solution

To bring our speciality cheeses to life, a range of stimuli was used. To emphasize the local flavour, we created a welcoming ‘Farmers Market’ atmosphere where shoppers could relax, learn, taste and purchase. Plus, each ‘Farmers Market’ was equipped with a digital display to visually showcase how these recipes could be replicated and enjoyed at home.

Results

The campaign was deemed ‘Best In Class’ by retailers and consumers alike. The ‘Market’ zone became an experiential sampling hotspot which was a leap forward from standard in-store sampling and demonstrations. Due to these premium brand activations, our client reaped the benefits of high sales as well as converting hundreds of thousands of local shoppers into advocates of specialty cheeses. As an added sweet spot, our demonstrators were recipients of awards from the retailers for their in-store efforts.

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Case Studies
FMCG Brand EMEA

CPM Barcelona managing the multilingual consumer careline for FMCG Brand in our International Contact Centre
The challenge

CPM Barcelona manage the consumer careline for UK, ROI, Spain and Portugal for FMCG Brand EMEA brand portfolio in our International Contact Centre. Launched 3rd of February 2014 with 2 dedicated FTEs the team is now 3.5 FTEs plus a multilingual overflow to support peak in contacts. Our customer service focused team undertook induction training at client offices to ensure the team were fully immersed in the client brand and values.

Our Solution
  • CPM Barcelona provides our FMCG client with 3.5 English, Spanish and Portuguese speaker agents.
  • The team handle all matters of consumer support from general enquiries and complaints right through to hot topics including foreign bodies, or the amount of sugar in the products.
  • Bespoke, multichannel communication response via phone, email, white mail ensuring our client’s consumers receive a first class service and an exceptional customer experience.

Results

During last year more than 20.000 contacts were managed across the 4 countries
98% of calls handled within 30 seconds (80/30 target)
Exceptional Customer Experience delivered to each customer to drive customer satisfaction.

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Case Studies

Danone

Danone 'Smoothie' product sampling in school's in India

The challenge

Danone along with CPM decided to launch ‘Smoothie’ a fortified flavored milk with nutrition in competition with Amul Kool and Nestle Fun Shake. A product sampling activity was conducted to create product visibility and improve brand awareness.

Our Solution

To fulfill Clients requirements we took the following steps:

  • Distribution of engagement activities like coloring sheet, puzzle etc.
  • Explaining importance of milk by distributing product literatures.
  • Magic shows to engage children.

Results

  • 122 schools covered
  • 127,000 product samples distributed

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Case Studies
NESCAFÉ

CPM Switzerland run a 2,500+ days in-store sales promotion to drive sales for Nescafe
The challenge

CPM Switzerland AG runs a 2,500+ days in-store sales promotions mainly in the ERT (Electronic Retail Trade) on behalf of Nestlé Suisse S.A. in Switzerland. We have been representing this brand since 2012 in order to raise brand awareness, promote and increase sales for the “Nescafé Dolce Gusto” system.

Our Solution

CPM Switzerland recruits a dedicated team of Sales Promoters who are highly experienced in sales. Teams are highly trained and motivated through sales training programmes and regular coaching by a dedicated field sales coach and the CPM project management team.

We supply monthly reporting and quarterly management summaries as per the client request. Merchandising and logistics are managed by CPM in cooperation with an external logistics specialist.

A dedicated CPM Field Sales Coach provides coaching, stores visits and general support to the sales promotor teams, helps to identify and measure key areas of improvement.

Results

Strong augmentation of the sales figures for tea machines and tea capsules.
Increase in market share.

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Case Studies

P&G

CPM provide a dedicated field sales merchandising team for P&G Netherlands in both drug stores and supermarkets

The challenge

P&G Netherlands has been a CPM Netherlands client since they bought Gillette back in 2005.
CPM provided field sales solutions for Gillette and were delighted to have the opportunity to include P&G in their portfolio of clients. The brief was to build and maintain distribution in-stores and to recruit a dedicated field sales team. The field sales team consists of 9 Store Development Representatives, along with 1 field sales coach and 1 account executive who are responsible for P&G’s portfolio, merchandising in both drug stores and supermarkets in the Netherlands.

Our Solution

CPM recruited a dedicated entrepreneurial team of people to be responsible for informing stores on new initiatives, ensuring the “power SKU’s” are available and on shelf in line with headquarter or store agreement. In addition; to increase share of shelf where/when applicable, to avoid out of stock situations and optimise second placements in store to drive sales. Using the Retail reporting module designed by OMNI ISG on the Salesforce platform we report back the results and any concerns directly to our point of contacts in the P&G office in Rotterdam, enabling the account managers to be in the driving seat when talking to their clients.
The field sales coach and account executive sit in the P&G office one day a week and join meetings with the P&G teams, they work closely together maximising the opportunities for each call cycle and bring expertise and learnings outside – in.

To streamline data we make use of innovative tools in order to keep improving the sales and merchandising process.

Results

A strong and flexible partnership has been built over the years securing all of our learning, share of information and recommendations, thus improving shelf space, product availability and increased sales

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Migros

Consumer Activation, Sampling

The challenge

Migros, part of the Mibelle Group approached us to provide a sampling team that could share information at a competent level on the importance of sun protection. The sampling team had to obtain permits, agree data and enlist the professional cooperation with the swimming pool owners. Regional teams were organised, alongside training, operational logistics and controlled coaching.

Our Solution
  • 10 Sampling teams / 4 sampling promoter per team - 1 Team leader
  • Sampling took place across 142 swimming pools
  • High level of flexibility within the teams according to weather forecast
  • Activity carried out in summer June – August 2016

Results

  • Over 84,000 sampling
  • 38,000 contacts
  • Increased sales

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Case Studies

Mars

Merchandising, POS Merchandising, Sales, Sales Academy

The challenge

The CPM/MARS POS Merchandising Team consists 11 highly experienced POS Merchandisers who follow up the selling-in activities of the Mars retail account managers. We install eye-catching displays to create second placements in retail to drive maximum impulse. All merchandisers are joining the CPM Sales Academy to develop their skills during the year. The team is supported by a full-time CPM account executive based in Mars Veghel Office together with a full-time and dedicated MARS team field coach.

Our Solution

CPM developed a team of 11 POS Merchandisers supported by a client service team.

Responsibilities CPM :

  • Follow up secondary placement agreements made by Mars Retail Account Managers.
  • Merchandise activities:
    • Installing displays.
    • Stock management.
    • Using real-time reporting system and capture all installed displays with photos.
  • Frequently train the MARS merchandiser via the CPM Sales Academy to keep improving performances.

Results

Triple A
A dedicated team and full service model for A-B and C segmented stores in 3 channels.
A custom-made and real-time reporting tool for maximum control and insights.
A positive client survey confirms the quality of our work for MARS, as one of our longest partnerships in the Netherlands.

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Case Studies

Innocent

Merchandising, POS Merchandising, Sales, Field Sales

The challenge

Innocent contacted CPM in order to help them to disrupt the smoothie market by the use of our field sales and marketing expertise. Starting a test in 2015 visiting 60 franchise Albert Heijn supermarkets we quickly build a success story. Now our POS merchandising team consists of 4 junior representatives, part-time field coach and 1 account executive supporting the team from the inside organisation.

Our Solution

After advising Innocent how to approach the market and testing we knew exactly what success would look like. We created a path and plan winning at other supermarket retails and now visit the top 5 formulas in the Netherland. We build trust and secure distribution, create more brand visibility by e.g. placing POS materials and on occasion coolers to support promotions or second placement at high traffic locations in-store. By incentivising the retailers it helps to build more trust, fun and support whilst we’re not visiting the stores. The team are still breaking sales records every day and the success of Innocent in retail supermarkets is a result of optimising the shelf space and ensuring the product is fully visible in-store.

Results

With our contribution to their sales strategy, Innocent has reached the highest market share they have ever had and keep breaking sales records weekly.

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Case Studies

Heineken Netherlands

Field Sales Force Support to Drive Sales

The challenge

Heineken appointed CPM to help and support their Field Sales Force Team with a dedicated and flexible solution to ensure shelf availability, maximise brand visibility and drive sales with outstanding merchandising executions in the Dutch supermarkets.

Our Solution

CPM recruit and retain sales merchandisers for Heineken for more than a decade already.
By working closely together, not only selecting the right people and profiles for the job, but coaching and training them together ensures that the 2 teams are operating and feel “one green team”. Retailers experience one team seamless collaboration and outstanding performance. With a team of approx. 27 Sales Merchandisers each Heineken Sales Representative has the availability of ± 1,5 FTE Sales Merchandisers creating first class in-store merchandising execution on demand.
Merchandising for Heineken can be building up promotional displays and/or POS materials placement, as well as cooler and shelf optimisation and in-store theaters that increase product availability and drive sales. Together with detailed store reporting we deliver our insight-influence-sales brand promise on-going and for over a decade.

Results

We are proud to be the Heineken Sales Merchandiser supplier and have developed and brought many young talented people into the Heineken organisation. Most starting as Sales Merchandiser and being a Sales Ambassadors for the retail sector and supermarket , some of which still work inside the Heineken organisation in senior roles or having a great jobs at A-brands in the market. The real recognition comes from the Retailers, being together awarded for “The best Grocery Field Force Team” for years in a row.

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P&G

CPM provides POS Merchandising for P&G India in Modern Trade Outlets

The challenge

CPM manages the POS Merchandising of all direct Modern Trade Outlets across the country for P&G India. We cover over 1,300 stores with a field sales team of over 600 POS merchandisers and supervisors across 142 cities PAN India.

Our Solution

Key deliverables:

  • In-store order generation
  • Brand recall by executing effective displays.
  • On-shelf availability by timely stock replenishment.
  • Ensuring all POS is at maximum capacity.
  • Ensuring effective promotional availability.
  • Improved shelf space for P&G products.

Results

  • Generated over 6 million worth of product orders at store level.
  • Increased sales of 700 Million for P&G India.
  • Increased brand presence.
  • Maintaining brand share for each store.
  • Create multiple touch points for P&G at store level.

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