Product

         Availability

Here you can find key steps to ensure product availability, examples from the markets for seeding programs, deposit schemes and building sales force capability.


2 IMPORTANT STEPS

For successful marketplace activation are

Building in store plans (E2E Activation) and ensuring product availability



Build sales force capability

Sales force is key enabler for successful returnables launch and execution. When you move into the capabilities development phase, there are 4 steps to consider:



Create bottle introduction schemes/ seeding programs

In parallel to your internal efforts, customers and consumers need to have the bottles available to enable the returnable cycle to start. Introduction schemes and seeding programs like this one developed by CCBSA outline some of the important steps, from targeting the audience to assets utilized, that you can replicate in your market



Design deposit and return schemes

As we have seen before in this guide, assuring consumers are bringing the bottles back is one of the key constraints and barriers to successfully implementing the ritual and habit of Returnables in a new market. The tactic of creating deposit and return schemes (where the bottles are “lended” to customers so they can sell to consumers only the “liquid” when those bring back the empty bottles) is the most useful incentive to stimulate that ritual, since it gives a financial cue for both the customer and the consumer to drive returnability




Operative solution to handle packaging at point of sales


MODEL

  

OPERATION

PROS

CONS
DEVELOPING MATURE

TOMRA

  • Automatic Receipt
  • Falls into a bunker
  • Voucher (paper) = number of packages delivered
  • Administrative system management when cashier discounts the bottle
  • Does not require customer service staff for bottle receipt (24/7)
  • Good look & feel
  • Demand a specific space inside the store to operate
  • Staff stress when it is full
  • High equipment cost@10k USD
STARTER

CUSTOMER

SERVICE

  • Bottle reception by customer staff and deliver voucher
  • Falls into a bunker
  • Bunker cost@0.5k USD
  • Visibility : normally customer service at store main entrance
  • Demand a specific space besides customer service
  • Demand customer service staff to receive returnable bottle (24/7)
  • Poor look and feel

COOLER + RACK OPERATIVE / NEXT TO CUSTOMER SERVICE OR CASHIER

  • Consumer direct delivery into the rack
  • Bottle put direct at the Coca-Cola crate
  • Branding KO returnable
  • Good look and feel
  • Facilities transfer crate with bottles to warehouse
  • Potential package loss for lack of control
  • Limited capacity (2 crates)


MARKET EXAMPLES & TOOLKITS BY CHANNEL

Please click on each Card to see more information



BRAZIL
Brazil complete sales force training including calendars, store activation, posters.

LATAM
Leverage seeding as a key to communicate the package & generate the habit.

SOUTH AFRICA
Articulated a cross-functional seeding plan to close the numeric distribution gaps within the market by using 1.500 cases with a mechanic allowing for multiple sales. (MPA submission deck)

SOUTH AFRICA
South Africa’s tactics and implementation guidelines for traditional channel consumer and customer seeding.

SRI LANKA
House Seeding & Loyalty Coupon, QR Based Consumer Engagement & Loyalty program using glass seeders and managing glass float.

GERMANY TOMRA
RTM deep dive for refPET deposit mechanism with TOMRA.

LATAM
LATAM leverages different deposit schemes customer service, TOMRA, and racks where relevant., introduces maxi bag to create efficiency for customers.

CHILE
Virtual bottle pilot. Unique KO Digital Experience and integration between consumer, trade and bottler. Value creation via assets. Increase frequency and loyalty to the Store. Data Intelligence and increase relationship with consumers.