BIC® Cristal Ultra-Fine Direct 2 Retail Sales Lagos, Ibadan, Akure, Onitsha, Kaduna & Abuja July – September 2016

  • Low Equity
  • Low demand for the BIC brand of Pen
  • Low AVA in the Trade
  • Trade Activation;
  • D2R (Direct to Retailer)by Sales Commandos in Six Key Cities – Lagos, Ibadan, Akure, Onitsha, Kaduna & Abuja
  • Merchandising and POSM deployment
  • 3,209 (78%) cases achieved due to stock out & 30% price increase 1 months after launch
  • 99% productive calls achieved vs target
  • High awareness and visibility achieved for the brand in Traditional Trade

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