Driving Trade Execution Excellence for a Global Beverage Brand
Workforce Management
Challenge
A leading global beverage brand aimed to maximize its retail visibility and consumer engagement during a high-impact sporting event campaign. The objective was to execute large-scale trade marketing and retail activation across multiple states while ensuring speed, consistency, and measurable outcomes.
However, the execution landscape posed multiple challenges:
- Managing large-scale promoter deployment across fragmented geographies
- Ensuring consistent in-store visibility and POSM deployment across 1500+ outlets
- Limited preparation timelines leading to alignment and onboarding gaps
- Lack of centralized tracking for consumer promotions, spot sales, and retail execution
- High attrition impacting productivity and coverage consistency
The brand required a partner who could bring execution agility, workforce management, and real-time visibility into a complex, multi-market activation.
Solution
Multiplier implemented a structured, tech-enabled field marketing and workforce management solution, ensuring seamless execution across regions.
- End-to-End Workforce Deployment: Hired and managed a team of promoters, Key Account Managers (KAMs), trainers, and MIS support across East India, ensuring strong on-ground presence.
- Retail Execution & POSM Deployment: Successfully activated and deployed branding across 2000+ Points of Contact, exceeding initial allocation targets.
- Optimized Trade Activation Strategy: Enabled consumer promotions, visibility assets, and spot-selling initiatives across high-footfall outlets to drive engagement and conversions.
- Operational Efficiency & Logistics Management: Streamlined material deployment through coordinated logistics (drop & install model), minimizing costs and improving execution speed.
- Performance Tracking & Sales Management: Monitored weekly productivity, coverage, and promoter performance to optimize output and ensure continuous improvement.
- Collaborative Execution Model: Aligned closely with client sales teams and TMRs to enable faster rollout, better coordination, and execution consistency across regions.
Results
The campaign delivered strong execution outcomes across key markets:
- 130% POC activation achieved (2024 activations vs. 1561 planned)
- Achieved 100% deployment of consumer promotion assets across target outlets
- Reached 90%+ coverage levels in peak execution weeks
- Improved average productivity to 7 stores per promoter per day
- Successfully executed across 5000+ visits in the East region during the campaign
- Enabled spot selling activation across 443 outlets, driving immediate in-store conversions
Impact
Multiplier’s execution transformed the campaign into a scalable, insight-driven retail activation model:
- Delivered high-impact retail visibility during a critical campaign period
- Enabled faster go-to-market execution despite tight timelines
- Established a structured workforce and execution framework for future campaigns
- Improved collaboration between sales, trade marketing, and field teams
- Created a foundation for data-led retail execution and sales optimization
The project demonstrated how integrated field marketing, workforce automation, and retail execution excellence can drive measurable impact in large-scale trade activations.
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