Post on 09-Jul-2020
TOPLINE GROUP
9 years old
• Merchandising services
• Promotional services• Market storms• Event management• TT direct sales• POSM production
5 years old
• Merchandising services• Promotional services• Market storms• Event management• TT direct sales• POSM production
4 years old
• Creative services & Graphic Design
• Digital Media Design• Video & Motion Design• Print• Branding & Corporate Identity• PR• Media Placement• Social Media
www.toplinemarketing.co.ke
EXPERIENTIAL
Trade activations
POSM design & productions
Market penetration
Direct selling
Brand activations
Trade merchandising
Our Core Business
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Our Profile
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1) Our management team boasts of over 12 years of individual experience managing merchandising and promotions teams (GlaxoSmithKline, Procter & Gamble, L'Oreal, Ketepa, Nestle, Style, Beiersdorf, Reckitt Benckiser, Unilever, PZ Cussons, Bidco, KWAL, KCC, Haco Tiger Brands, SC Johnson & EABL)
We have this much experience in interacting with the trade; we have a relationship that delivers
2) As a group, we boast of over 8 years of active management / handling of merchandising and promotional activities as an experiential marketing agency
Merchandising Accounts
Activations
Activations We Do
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1) In-store (BTS, general consumer, product demos/sampling etc.)
2) Trade (wholesale pullouts)
3) Market storms (kiosks, dukas, estate one-tillers etc.)
4) Road shows blitzes
5) Foot soldier uplifting program (we have done this for 6 years. This activity is about deploying resellers anchored to wholesalers; they pick stocks from the w/sales and sell to kiosks, dukas etc.)
6) GT Listing & POSM placement ( GT product listing and visibility drive)
7) Consumer immersions (Direct consumer engagements )
8) Door to door product sales drives
IN-STORE ACTIVATIONS: CASE STUDY
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In-store Activations
SOME OF THE IN-STORE ACTIVATIONS WE HAVE DONEClient Activity Scope Duration
Nestle
3 IN 1 SAMPLING NATIONWIDE 3 MOMTHSMilo BTS NATIONWIDE 1 MONTH
MAGGI AWARENESS PROMOTION NAKUMATTS, TUSKYS & NAIVAS 1 MONTH
GSK HORLICS SAMPLING NATIONWIDE 1 MONTH
P&G
ARIEL BTS NATIONWIDE 14 DAYSARIEL MACHINE WASH Countrywide 1 MONTH
NAKUMATT, NAIVAS, TUSKYS PAMPERS ACTIVATION THREE CHAINS 3 MONTHS
ALWAYS –ARIEL ACTIVATIONS NATIONWIDESEVERAL TIMES OVER THE LAST 4 YEARS
WOWGatonegro In store Activations Carrefour/Chandarana/Wines & Spirits joints ON-GOING
Zappa Bar Activations Bars 5 WEEKS
GODREJ
Megagrowth In store Activations NATIONWIDE 3 MONTHS
Valon Baby Jelly NATIONWIDE 1 MONTH
Pride Washing Paste NATIONWIDE 1 MONTH
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Ariel B T S promo: Nakumatt Kitale Customer winning a laptop
Ariel B T S promo: Nakumatt Eldo Customer winning a laptop
Ariel B T S promo: Nakumatt Household Customer winning a laptop
Countrywide 14 days BTS Activation
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Pampers In-store Activations
Mechanic.•Buy a carry pack @ Kshs. 230/= get Naivas Tissue single pack
•Buy a Value pack @ Kshs. 870/=
get Naivas Tissue 4 pack
•Buy a Jumbo pack @ Kshs. 1645/= get Naivas Tissue 8 pack
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Always Cacidy In-store Activation & Wholesales
Naivas Pampers activation
Nationwide Valon Baby Jelly Activation Pampers Activation: Nakumatt Eldo Centre
Pampers Promotion: Nakumatt Junction
Other Promotions
Bestly Meru Bestly EldoretBestly River Rd
Scope :12 Bestly StoresActivation: Megagrowth In-store ActivationsDuration: May-October,2017Performance: 102% sales achievement
GODREJ : Mega Growth In-store Activations
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Client: WOW BeveragesActivation: Zappa Bar Activations Scope: Weekend Activations across 10 Bar/RestaurantsPerformance: 86% of targetedvolumesDuration: 5 Weeks May-June,2018
WOW Beverages
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GATONEGRO ACTIVATIONS
In-store Set up Brand Sampling Sales Promotion
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OPEN MARKET ACTIVATIONS: CASE STUDY
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OPEN MARKET ACTIVATIONSClient Activity Scope Duration
Nestle FOOT SOLDIER PROGRAM NATIONWIDE 4 MONTHS
GSK
FOOT SOLDIER PROGRAM NATIONWIDE BEEN GOING ON FOR 5 YEARS
VAN-SELLING NATIONWIDE 2 YEARS
W/SALE ACTIVATION NATIONWIDE LAST 2 YEARS
P&G
ALWAYS CUCKOO PACKS PROMOTION NATIONWIDE 30 DAYS
ARIEL-PAMPERS MARKET STORMS NATIONWIDE2015-2016
NEW KCC GT RETAIL DISTRIBUTION NATIONWIDE 4 MONTHS
GREEN PLANET
SUNKING ROAD SHOW NATIONWIDE 4 ACTIVATIONS SO FAR
LISTING NATIONWIDE 3 MONTHS
RETAIL PENETRATION NATIONWIDE 4 ACTIVATIONS SO FAR
BIDCO GT RETAIL PENETRATION COAST REGION 3 MONTHS
GODREJRETAIL MAPPING Nairobi & Naivasha 2 MONTHS
VALON GT LISTING Nairobi 5 WEEKS
HIGHCHEM Promax Matatu Branding Exercise Nairobi 5 WEEKS
Always Cuckoo Packs promo Pampers Display Competition
Ariel Market storm
Successes• We registered a performance of 127% vs targets in
sales
• Activated 74,000 people tactfully through edutainmentand directly through D2D and P2P selling
• MIT: Implementation of some of the gathered market intelligence has seen a consistent performance across all regions in the month of January
• Awareness levels have significantly risen in the activated regions and consideration against competition products is notable in the sales volumes
Sun king Roadshow & van Selling
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NestleProduct: Nescafe 3 in 1 listingActivity: Shop 2 Shop SellingScope: Nairobi, Western & Rift(45 BAs)SuccessesCoverage: 115% Vs. targetsSales: 108% Vs. Targets
P&GActivation: Ariel Wholesale Destocking Scope: CountrywidePerformance: 84% of total cases sold. Duration : 1 month
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*Scope: Coast Region*Duration: - 3 months• Storm consisted of 4 van
teams
BIDCO – Retail Drive for Edibles & HPCs
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Client Activity Scope Duration Performance
Delmonte Fruit Express launch campaign
A door-to-door campaign that aimed at reaching the end user at their homes;
3-Months Success in listing the variant in over 5,000 stores
Heinz Ketchup sampling Schools within Nairobi 14 days Successful
Toyota Matatu Survey Targeted SACCOs plying all Upcountry routes
10 days Data collected from over 200 SACCOS shared with client
Heinz Ketchup sampling Toyota Matatu Survey
Task: Listing of new Goodknight mosquito aerosol Scope: Nyanza,Western Kenya, Coast Achievements:1. Did 102% of the 3-month project2. Deployment of ABS(2,000) & wash
lines(10,000)
Godrej Industries Outlet mapping- Was conducted in Nairobi & Naivasha.Was aimed at conducting survey on Style products availability in GT..Over 18,000 GT retail outlets mapped
GODREJ: Retail listing & Outlet Mapping
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Scope :GT PenetrationActivation: North & Eastland's Valon listings Duration: June – July 2018Coverage : 6013 STORES coveredPerformance: 102% sales achievement
G O D R EJ: VALON R E TA I L
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Placed 16938 out of the 17,000 issued. Managed to brand Kenya railways; placed 872 stickers Managed to cover a total of major 67 SACCOs,
branded 1543 busses and 16938 seats Gathered feedback from potential customers who
were interested in understanding the brand well
HighChem Activation: Promax PSVs branding
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Duration: 120 daysScope: 76 TDRs *Countrywide*
10 Vans( 1 Per region,3 in NRB Achievements: achieved 95% KCC(TetraFino 500 ml)sales in Nyanza/Rift regions.
Activation extended for an additional month due to good performance
NKCC Retail Penetration
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The success experienced in the first year has made this mechanic a permanent featurein the company’s sales strategy
We started off with a single focus brand (Panadol) as a pilot then incorporated 3 more (Aquafresh, Eno & Actal within three months upon realizing positive results
Duration: Foot soldier Program still ongoing( going to 5 yrs now)
Period 2014-201852 TDRs countrywide
Van & Foot Soldier Programs
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Aliyana Love in Hair Junior mini- explaining the product to a customer
Diamond W/Salers set-up,the BA engaging a customer
GREENBELT
Ariel destocking :MAHITAJI KISII
PZ Cussons promotion
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Toyota Service Awareness Promotion Good Knight Distribution
DriveCHEMI & COTEX DOOR TO
DOOR CAMPAIGN
Nivea country-wide roadshow
Sales & rewarding customers
Rig team in action
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Sales promotion
TOPLINE GROUPP.O Box 45987 - 00100NAIROBI, KENYAinfo@toplinemarketing.co.keKilimani, Chania AvenueTaranaki courtCell: +254 785 629 772