AGRINO MONETTI: TRADE PROMOTION

Agrino entered the salty snacks market by launching the Monetti product series. Sales Promotion Center proposed, planned and implemented the initial placement and distribution at the non-organized retail (kiosks & mini markets).

Aiming to present the products to retailers and to launch the products in small points of sale, thus enhancing customer awareness and trial, Sales Promotion Center organized an integrated activity in mini markets and kiosks at 1,200 pre-selected spots in Athens and Thessaloniki that met specific KPIs, based on data that Sales Promotion Center had gathered during previous activities.

The programme ran in 2 bursts. The new product was launched increasing its numeric distribution, product visibility was enhanced via specially designed POP material, while wholesale distribution channels were activated through new orders (utilizing an attractive commercial offer).

Once the first two visits were over, results showed that each one of the four codes in Monetti product series achieved a positioning of 49%, while distribution check revealed a 64% success rate for having at least one code at the points of sale.