ORIJIN BITTERS SACHET is a LAGOS, NORTH and WEST activity that was introduced to move brand into semi urban and Rural market by enhancing distribution. The project ( Guinness Bike Expansion) was called project COMB to allow the BSR comb every nuke and gradle (project reach), brand visibility in rural, urban and semi urban route.
Distribute Orijin Bitters Sachet to retailers in Open Market and deploy visibility materials in this outlets by engaging retailers and using SFA to data capture the process
•Build Equity for the Brand in the bitters segment •Sustain growth in brand appeal/imagery perception •Increase patronage and affinity for orijin Bitters Sachet •Drive improvement in House performance, by growing faster than Action Bitters
45 Bike team sales rep
45 bike sales rep was deployed for the campaign across the 3 territories Each REP will engage 30 uncovered outlets daily between 7:30am – 5pm daily Each REP will sell 7cases of Orijin Bitters Sachet or Orijin Bitters Gin daily Sales of MSS(mainstream Spirits i.e Smirnoff X1, McDowell’s & Gordon’s) was also introduce to increase off take at POS
January 30, 2020