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Promasidor Kenya launches Consumer Tasting/Sampling Campaigns.
The PKL teams have embarked on consumer sampling and tasting drive to build consumer awareness and trial of our products. These campaigns began in February and will be on-going throughout the year.
Sossi Mince In-store Sampling
The Sossi mince variant is sold predominantly in the modern trade and represents an opportunity to grow our volumes. During the in-store sampling activities almost 80,000 shoppers in 50 stores were sampled in a span of 12 days over the month of February. The activities targeted shoppers in stores situated in and around the Nairobi area. The selected stores included key accounts and independent stores.
There is generally a drop off in WOW sales when children return back to school. The PKL team explored ways to overcome this seasonal trend. One of the ways was to sample consumers at the point of purchase and also deflect purchases away from competitor products.
The objective of the exercise was to increase sales in Nairobi in February. The coverage was 105 stores during weekend peak hours. As a result the activities yielded 20% incremental sales in the selected stores in this period.
From February to November sales teams will conduct markets storms in Western Kenya with the objective being to sample and educate consumers. The storms entail teams of 3-4 people activating market areas by way of sampling and sales during market days. The area salesperson hosts colleagues from neighbouring areas to achieve the objective as more coverage is made. Since the beginning of the exercise 46 markets have been activated and an estimated 8,500 consumers sampled.