Kapshagay market conquest strategy

1. Kapshagay market conquest strategy

KAPSHAGAY MARKET
CONQUEST STRATEGY
Distributor: Smart Kapshagay

2. Topics for Discussion

Distributor information
Cause-effect relationship of low market
share
Strategic priorities
Sales Growth model
Next Steps

3. Distributor information

TOTAL NUMBER OF OUTLETS - 347
Silver - 65
19%
Gold - 35
10%
Bronze - 174
51%
Basic - 69
20%

4. Distributor information

Distributor performance*
90
88
86
84
82
80
88
78
76
80
74
76
72
70
Direct Sales
Penetration
from the start (15.10.2018)*
RED

5. Distributor information

MARKETPLACE SHARE (COOLERS)
Coca-Cola
Pepsi
Tassay
Dizzy
Maxi Tea
Others
Maxi Tea 4%
6%
Dizzy
8%
Coca-Cola
35%
Tassay
15%
Pepsi
32%
Others

6. Distributor information

Cooler’s doors availability in outlets
100
90
80
70
60
50
40
30
20
10
0
without - %
Gold
Silver
Bronze
- according to CCI requirements
with - %

7. Cause-effect relationship

Previous
distributor’s
inactivity
Aggressive offers by
competitors
Lack of coolers in
outlets
Low market
share
Decrease of
Sales

8. Cause-effect relationship

NO
chance
competitio
n
• Competitor offers 10% bonus discount for each
cooler
• And 10% bonus for each branding shelf
NO
SPACE for
coolers
• Not able to set 113
doors in 76 outlets
RED’s
reducing

9. Strategic Priorities

Increase quantity of doors in outlets
Allocate sales plan according to consumer’s
demand
Unite outlet’s owners into “Coca-cola SMART
CLUB”
RED & Penetration stability

10. Sales Growth Model

SALES
Coca-Cola
CLUB
Brand
shelves
Sales plan
TEAM
Education
Motivation
Cooler
availability
RED
Special Offer for Outlet
Penetration

11. Next Steps

March
February
February
Identify KEY
supporting
people in CCI
• Identify KPI’s
for initiative
Budget
Allocation
Start
campaign &
Monitoring
monthly