Product details

It is a widely accepted and statistically proven fact that brand visibility at point of sale affects purchase decisions. One of the most crucial tasks undertaken by the brand team of an organization, especially in the telecom industry, is to ensure high brand visibility at retail outlets through elements such as the monthly prepaid reckoner, promotional posters and danglers. The team responsible for branding at Punjab Circle ensures dispatch of more than two hundred thousand posters every month for the target market (The northern state in this case). However, an internal study revealed a different picture. The visibility at retail outlets is low because of a significant amount of point of sale material (POSM) was not to be found at the POS in the market. The team's first task was to measure the brand visibility of POSM at retail outlets to know the magnitude of the problem. The study was carried out in the northern state. The next set of tasks involved studying the POSM Supply chain, from the stage a promotion item (brand visibility element) is sent for production to the stage it is deployed in the market at respective POS. This study is most critical as through it leakage/wastage/shrinkage can be identified at each stage and the reasons behind the loss of material can be investigated. The team analyzed all the process and sub-processes involved in the supply chain of POSM for the two zones in the target state and interacted with more than 250 stakeholders in 35 towns/villages. The result was that only 71.40% of the material effectively reached the market and contributed to brand visibility. The remaining 29.40% was lost in the supply chain. The team identified the leakage areas, quantified the wastage at each level and recommended process improvements for each stage so that this loss is minimized and brand visibility at retail outlets is increased.