CSD PLAN

APRIL 2017 ONWARDS

 OBJECTIVE

To Activate the CSD non-active shops

To Uplift sales in CSD active shops
 GAPS IN THE CSD COVERAGE MODEL

ACTIVE SHOPS:
Active Shops are deprived of discounts and secondary branding
Few shops are not visited once in a week (BASED ON DATA)
Incomplete coverage in active shops

INACTIVE SHOPS:
Shops are not productive
NH is not 100% of all SKUs
Visibility of Shield Brands
 COVERAGE MODEL : FOR DSF
Type of Shops Type of Shops Frequency
DSF Currently Active Shops Once in a week
DSF Non-Active Shops (Top 10% of Forth Nightly
the shops)
DSF Non-Active Shops (Remaining
Shops)
DSF needs to ensure that they push CSD to
place an order

In Call Mission Steps (ICM Steps)

Step 4:
Step 2:
Step 1: DSF Step 3: Return to the
Observe each
enters the Check if all counter and
category Step 5: Take Step 6: Exit
shop and SKUs are identify the
section of the order the shop
greet the placed on the short fall of
Shield and its
shop keeper shelves items to the
competitors
shop keeper
 COMMUNICATION MODEL : FOR MERCHANDISER

Type of Shops Frequency

KAE/Merchandiser Currently Active Shops Once in a week
KAE/Merchandiser Non-Active Shops (Top 10% of Forth Nightly
the shops)
KAE/Merchandiser Non-Active Shops (Remaining
Merchandiser needs to push that all SKUs
Shops)
are made present and placed as per the
planogram

In Call Mission Steps (ICM Steps)

Step 3: Step 4:
Step 2:
Step 1: KAE Maintain the Return to the
Observe each
enters the planogram counter and
category Step 5: Take Step 6: Exit
shop and and clean the identify the
section of the order the shop
greet the shelves and short fall of
Shield and its
shop keeper any Shield items to the
competitors
units shop keeper
SECONDARY BRANDING FOR ACTIVE SHOPS

Shield Diaper is one of the SKU, which should

be our prime focus. Therefore, it requires
secondary branding
 DIAPER - CSD

HUNGAMA SALE- PKR 140 Price Discount at Diaper (Per Diaper

Activity Name PKR 8)
Total PKR 900 Discount to CSD, which is carried forward to the consumer via Hungaamaa Sale

Activity Duration
Start Date: 15th April End Date: 15th June
Type of Material Shelf Talker (below the shelf) ; Counter Top would be allotted by CSD at
Required the start of the floor
Key Performance
Indicators (KPI) Sales Forecast: Increase in sales ( from 50,000 to 200,000)

Activity Cost PKR 10,500

COUNTER TOP ALLOTTED TO RB ON PRICE
DISCOUNT ON MORTIEN
 DIAPER - CSD

Free Cot on purchasing PKR 1000 Shield Stock in Active

Activity Name
Stores
Process :
On the exit, customer will receive a coupon on checking the bill and then return to Diaper Section,
where coupon is dropped in the Cot
On the start or end of month, lucky draw is done at the Cot location.

Activity Duration
Start Date: 15th April End Date: 15th June
Type of Material
Required Shelf Talker (below the shelf)
Key Performance
Indicators (KPI)Sales Forecast: Increase in sales ( from 50,000 to 200,000)

Activity Cost PKR 8,000 (Total 72,000)

 Incomplete coverage
20-30% of
baby cot (1000 purchase) lucky draw on 1st of month
when there is more of a rush
Cash counter issue coupon to consumer who will put
in cot.
 Process Flow of the Presentation

Identify shops Active Vs Non Active

Coverage
Productive
Demand creation
Discounts
 PROCESS TO ACTIVATE NON-ACTIVE SHOPS

To convert non-active shops to active shops:

Step 1: Prepare a route plan of DSF & Merchandiser as per the

frequency mentioned in Slide 1 & 2

Step 2: DSF & Merchandiser visit the shop and do the ICM Steps
mentioned in Slide 1 & 2

Step 3: Make the shop productive and Prepare order of all SKUs at
the shop.