Case Studies


  • Multi - Layered loyalty initiative for the Beverage industry

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Industry:

Beverage

Intent: 

Store level engagement

Background:

A multinational global brewing and beverage company. One of the largest brewers measured by revenues having operations in more than 70+ countries globally.

Target Audience: 

Wholesalers, shop owners, CSMs, bar staff

Objectives:
  • To trigger higher brand recall among the end consumers through channel network
  • To increase the wallet share and brand presence among the customer base
Accentiv’ Roadmap:
  • The program was launched in 5 major cities across India
  • Formulating program strategy and conceptualizing the theme for the program’s communication
  • Segmenting the TG into various categories and then analyzing the segmentations so that a differentiation can be created
  • Derivation of point matrix on the basis of transactional and behavioural indicators
  • Formulating campaign strategy, conceptualizing concepts and managing execution of the same
  • Audit analysis of the bar staffs’ performance, service levels and brand recommendation
  • Catalogue management
  • Query and help desk management
 Program Impact:
  • Post launch, high enrollment levels were observed from each segment of the target audience involved:
      • Counter Sales Managers – 5200 members
      • Owners – 2000 members
      • Wholesalers – 80 members
      • Bar Staff – 550 members
  • Higher level of brand recommendation was observed (during mystery audit exercise) among the bar staff, which lead to an increase in brand preference at consumer level
  • A detailed incentivization strategy based on defined parameters helped increase the participation level among the target audience

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