Pernod Ricard – Independent Distribution Drive ‘06

Background

• Pernod identified the demographics of ideal Stoli and Havana drinkers and was aware they had low distribution of these products within the Independent Convenience sector.

Objective

• Gain new distribution points of the brands but in the areas that the target demographic consumers shopped.
• Highlight the opportunities for additional sales for the independent sector with two of the fastest growing spirit brands in the market place.

Approach

• Cosine used demographic profiling to identify areas where the target market lived and shopped.
• Team chosen on affinity with brand and strong van sales experience.
• Guerrilla style activity – Team hit areas en mass to maximise sales.

Results

• 64% strike rate on effective calls.
• 302 New points of distribution.

 

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