Category Archives: Sampling


Case Studies
Danone

Consumer Activation, Sampling
The challenge

Danone along with CPM decided to launch ‘Smoothie’ a fortified flavored milk with nutrition in competition with Amul Kool and Nestle Fun Shake. A product sampling activity was conducted to create product visibility and improve brand awareness.

Our Solution

To fulfill Clients requirements we took the following steps:

  • Distribution of engagement activities like coloring sheet, puzzle etc.
  • Explaining importance of milk by distributing product literatures.
  • Magic shows to engage children.

Results

  • 122 schools covered
  • 127,000 product samples distributed

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Case Studies
Bosch

Sales, Field Sales, Sales promotion, Consumer Activation, Sales Demonstration, Brand Activation
The challenge

CPM Switzerland manages a fixed team of 80 field sales staff for 3’250 days p.a. of in-store sales demonstrations and sales consulting in DYI outlets all over the country.
CPM recruits and hires the field sales team, which is part-time and fixed employment per POS (40+). The sales results are reported weekly. Further to this, CPM also manages a tactical sales demonstration promotion for power tools and garden tools (seasonal) in additional POS with a flexible but trained team.

Our Solution
  • Shop-in-shop solutions/stands in all Swiss DYI outlets
  • All shop-in-shop staffed with CPM-/Bosch- Sales Experts
  • Product and brand activation
  • Build strong relationship with consumers
  • Product demonstration outlining product superiority via knowlegde and competence

Results

The project has grown from a single POS pilot in Switzerland to an international concept. In Switzerland the number of POS’ is still expanding:
end of 2013: 40+ POS
end of 2014: 45 POS
end of 2015: 49 POS
end of 2016: 53 POS

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Case Studies
Migros

Consumer Activation, Sampling
The challenge

Migros, part of the Mibelle Group approached us to provide a sampling team that could share information at a competent level on the importance of sun protection. The sampling team had to obtain permits, agree data and enlist the professional cooperation with the swimming pool owners. Regional teams were organised, alongside training, operational logistics and controlled coaching.

Our Solution
  • 10 Sampling teams / 4 sampling promoter per team - 1 Team leader
  • Sampling took place across 142 swimming pools
  • High level of flexibility within the teams according to weather forecast
  • Activity carried out in summer June – August 2016

Results

  • Over 84,000 sampling
  • 38,000 contacts
  • Increased sales

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Case Studies
GSK Women’s Horlicks

Consumer Activation, Sampling
The challenge

CPM managed the product launch of Women Horlicks in India. For the first time in the history of FMCG industry GSK is proud to launch a supplement drink enriched with HEMOCAL specially for women.

The challenge in India was women do not usually invest as much time on addressing their own nutritional needs as they do on others, usually friends and family. The sampling activity helped to showcase how Haemoglobin and Calcium is essential for nutrition.

Our Solution
  • CPM conceptualised and designed the entire sampling programme.
  • The touch points were shopping malls where the footfall is high and visited by families.
  • The CPM sampling team covered 12 cities across India focussing on high end malls.

Results

  • 140,000 women approached
  • Sold 16,000 units during 8 weekends (available in 2 flavours)
  • Nominated for Cannes Award

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Case Studies
Mead Johnson

Consumer Activation, Sampling
The challenge

Mead Johnson appointed CPM India to carry out in store sampling activity in the modern trade channel to drive brand awareness and increase band visibility

Our Solution

Modern Trade Activation:

  • In Store Product Promotion by placing MT Consultants.
  • In Store consumer engagement.

Modern Trade Visibility Execution:

  • Production and delivery of Visibility trade elements.
  • Developing execution plan.
  • Ensuring quality production within TAT.
  • Logistic handling.
  • Final in store installation of element.

Promotional Activity Execution:

  • Wet sampling as per the agreed calendar.
  • Engaging with the TG for awareness and conversion.

Results

  • Increased foot prints in major cities
  • Consistent growth in Volume across months.
  • Differential of 21% growth in Promoter vs Non Promoter stores.
  • Installed 6 Gate Arch, 48 End Cap and 35 Floor Stack Units.
  • 525 man days of wet sampling executed.
  • Customer feedback duly captured and reported.

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Case Studies
PHILIPS

Consumer Activation Activity, Sampling
The challenge

TRO launched a Philips Campus Sampling Activity to demonstrate Kerashine products so college students could experience the benefits of the hair product first-hand. Most people have seen Alia’s ad for Kerashine products but have never experienced it.

Our Solution
  • A large Hindu college was selected as the target audience for sampling the products and to drive engagement.
  • Hair stylists were placed giving makeovers to the target group without effecting the texture of the hair.
  • Awareness was generated by demonstrating the product with it’s highlighted features.

Results

  • 19% of the targeted group loved the Kerashine products
  • 32% of the target group participated in the interactive demonstration and their positive experience was shared with others.

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Case Studies
GSK Acti Grow

Consumer Activation, Sampling
The challenge

GSK along with CPM decided to launch a HFD specially targeted towards toddlers studying in pre-schools. They decided to conduct health checkups across different schools in India. Discussions were conducted with parents about their child’s mental and physical growth and Acti Growth was recommended as the right HFD

Our Solution

To fulfill Clients requirements we took the following steps:

  • We decided to setup a branded live sampling counter inside the school premises.
  • Set up a branded display with posters and product sampling
  • Free check-up with a doctor for the children in the presence of parents and wet sampling to children

Results

  • Covered 635 schools across the country
  • 51,000 health checkups conducted and perscriptions generated

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