Promoter Management Program for Leading Food Products Brand

Background

The client is one of the pioneers in the food industry with its presence in every mom-and-pop and organized outlet. They designed a unique offering in the frozen food category and launched veg and non-veg snacks along with prawns. The packaging and product range is the first of its kind in the category.

The Challenge

The client wanted to establish a strong presence for its newly launched product and create awareness among the customers visiting the outlets. Also, they wanted to get the product samples displayed on the days with heavy footfall, since sampling the food products help to create more sales. The expectation was that the entire execution should be flawless, and they should get real-time visibility of what is happening on the ground. They were also trying to figure out the performance measurement methodology to improve sales. They wanted a partner who can do end-to-end program management from hiring the field and project management team to their performance management and exit.

Solution

Quess Staffing deployed the technological solution built in-house for reporting and measurement of daily sales and stocks. Our recruitment team present in 34 cities ensured that all the locations where a promoter is required are promptly manned. Extensive training was provided to the associates in multiple rounds. We established the entire sampling process and ensured that on the peak footfall days, the product sampling happened without fail. We also had regular reviews with the client to ensure the continuous improvement of the program and its effectiveness.

Outcome

Quess Staffing’s technological solution built in-house helped the client successfully promote its new product with an increased presence in retail outlets.

  • Deployed 100+ associates in 8 cities
  • Met the special criteria of the FMCG Food Instore Promoters in all the hired cases
  • Increased the app usage to 90% + within a week and 97% + within a fortnight
  • Started Pan India sampling activity within 1 month of the project launch
  • Executed real-time status updates and ad hoc requests
  • Conducted regional sales reviews within 1 month to drive performance