PUPUNTA SIYA NGAYON

SA TINDAHAN PARA
BUMILI
BINEBENTA BA SA
TINDAHANG ITO ANG
GUSTO KO BILIHIN?
NAKIKITA KO BA
ANG GUSTO KONG
BILIHIN?
AVAILABLE
PRODUKTO
DAPAT ANG
TAMA DAPAT
PARA SA
ANG SOVI KO
COCA-COLA!!!
ILAGAY ANG
SA BEST
KOF COOLER
KUNG NAUHAW
BA AKO BIGLA,
AGAD NG
PANTAWID-UHAW?
MAKABIBILI AKO
POSITION!!!
DAGDAG PA,
SIGURADUHIN
100% COCA-COLA
ANG LAMAN NG
KOF COOLER!!!
NATIN!!!
KAYA IMPORTANTE ANG RED!
RED
AVAILABILITY
SOVI
RED
AVAILABILITY
SOVI
1
st

POSITION
PURITY
100% COCA-COLA
PRODUCTS
COOLER COMPLIANCE
SA PAMAMAGITAN NG RED, NASASAGOT NATIN
ANG MGA TANONG NG ATING MGA CONSUMER
RED
AVAILABILITY
SOVI
1
st

POSITION
PURITY
100% COCA-COLA
PRODUCTS
COOLER COMPLIANCE
SPARKLING
SINGLE SERVE MULTI-SERVE
ENTRY FREQUENCY ENTRY FREQUENCY UPSIZE

COKE SAKTO
(200ml RGB)
or
COKE
8OZ RGB
or
COKE CANS
Sprite or Sparkle or
RTO
8OZ RGB
or
Sprite or RTO CANS
COKE
MISMO

COKE 750ml RGB
or
COKE Litro RGB
or
COKE 710ml PET
Sprite or RTO 750ml RGB
or
Sparkle 800ml RGB
or
Sprite or RTO Litro RGB
or
Sparkle 710ml PET
COKE 1.5L PET
or
COKE Todo Litro
(1000ml PET)
Sprite or RTO
1.5L PET
10 5 5 10 5 5 5
GMA
skus
STILLS

Any
MM Fresh
(250ml or
800ml PET)
5
Availability
50
SOVI
20
COOLER COMPLIANCE
FIRST POSITION
20
PURITY
10
with MISMO and
Points
Points
SPARKLING
SINGLE SERVE MULTI-SERVE
ENTRY FREQUENCY ENTRY FREQUENCY UPSIZE

COKE SAKTO
(200ml RGB)
or
COKE
8OZ RGB
or
COKE CANS
Sprite or Sparkle or
RTO
8OZ RGB
or
Sprite or RTO CANS
COKE
MISMO

COKE 750ml RGB
or
COKE Litro RGB
or
COKE 710ml PET
Sprite or RTO 750ml RGB
or
Sparkle 800ml RGB
or
Sprite or RTO Litro RGB
or
Sparkle 710ml PET
COKE 1.5L PET
or
COKE Todo Litro
(1000ml PET)
Sprite or RTO
1.5L PET
10 5 5 10 5 10 5
CAGAYAN
skus
Availability
50
SOVI
20
COOLER COMPLIANCE
FIRST POSITION
20
PURITY
10
with MISMO
Points
Points
SPARKLING
SINGLE SERVE MULTI-SERVE
ENTRY ENTRY FREQUENCY UPSIZE

COKE SAKTO
(200ml RGB)
or
COKE
8OZ RGB
or
COKE CANS
Sprite or Sparkle or RTO
8OZ RGB
or
Sprite or RTO CANS
COKE 750ml RGB
or
COKE Litro RGB
or
COKE 710ml PET
Sprite or RTO 750ml RGB
or
Sparkle 800ml RGB
or
Sprite or RTO Litro RGB
or
Sparkle 710ml PET
COKE 1.5L PET
or
COKE Todo Litro
(1000ml PET)
Sprite or RTO
1.5L PET
10 5 10 5 10 5
CENTRAL LUZON, PANGASINAN
BATANGAS, QUEZON
skus
STILLS

Any
MM Fresh
(250ml or
800ml PET)
5
Availability
50
SOVI
20
COOLER COMPLIANCE
FIRST POSITION
20
PURITY
10
with
Points
Points
SPARKLING
SINGLE SERVE MULTI-SERVE
ENTRY ENTRY FREQUENCY UPSIZE

COKE SAKTO
(200ml RGB)
or
COKE
8OZ RGB
or
COKE CANS
Sprite or Sparkle or RTO
8OZ RGB
or
Sprite or RTO CANS
COKE 750ml RGB
or
COKE Litro RGB
or
COKE 710ml PET
Sprite or RTO 750ml RGB
or
Sparkle 800ml RGB
or
Sprite or RTO Litro RGB
or
Sparkle 710ml PET
COKE 1.5L PET
or
COKE Todo Litro
(1000ml PET)
Sprite or RTO
1.5L PET
10 7.5 10 7.5 10 5
ILOCOS, NUEVA ECIJA
BICOL, MIMAROPA
skus
Availability
50
SOVI
20
COOLER COMPLIANCE
FIRST POSITION
20
PURITY
10
VISAYAS AND MINDANAO
Points
Points
RED
AVAILABILITY
SOVI
1
st

POSITION
PURITY
100% COCA-COLA
PRODUCTS
COOLER COMPLIANCE
2013
SOVI TARGET
60%
50% IS
VISIBLE
ACCESSIBLE TO
CONSUMER AND
OWNER
PERMANENTLY
DISPLAYED
LINEAR
FACINGS
IN CDE
RED
AVAILABILITY
SOVI
1
st

POSITION
PURITY
100% COCA-COLA
PRODUCTS
COOLER COMPLIANCE
A SNAPSHOT OF OUR COOLERS
WH 510 WH 310/410 IMPULSE
15 CASER 12/9 CASER 3 CASER
BAKIT NAGPAPAHIRAM TAYO NG COOLER?
IMAGINE...

MATAAS ANG ARAW

MALAGKIT ANG PAKIRAMDAM MO

NAUUHAW KA
ALIN ANG PIPILIIN MO?
VS
ALIN ANG PIPILIIN MO?
VS
ALIN ANG PIPILIIN MO?
VS
BAKIT NAGPAPAHIRAM TAYO NG COOLER?
KAPAG MALAMIG ANG
INUMIN

KAPAG MAS MASARAP ANG
INUMIN
WHY DO WE DEPLOY COOLERS?
98%
OF BEVERAGE PURCHASE IN
SARI-SARI STORES ARE CHILLED
WHY DO WE DEPLOY COOLERS?
AVAILABILITY AND COLD SHARE OF VISIBLE INVENTORY DRIVE VOLUME SHARE
ABOVE 60% 40%-60% BELOW 40%
COLD SHARE OF VISIBLE INVENTORY
T
R
A
N
S
A
C
T
I
O
N

S
H
A
R
E

13%
27%
39%
ITO ANG MAHALAGANG GAGAMPANAN
NATIN LAHAT DITO SA COCA-COLA
FEMSA
I WILL PLACE THE COOLER IN FIRST POSITION
WHEN WE ARE SEEN,
THERE IS A HIGHER
CHANCE OF BEING
PURCHASED.
INCREASED
VISIBILITY LEADS
TO INCREASED
SALES
WHAT IS THE BEST POSITION
Be the FIRST COOLER to be reached
upon entering a store
the cooler should be READILY SEEN
our cooler must be in the
BEST POSITION among all coolers*
*cooling equipment of other non-alcoholic brands
I WILL KEEP THE COOLER 100% FILLED ONLY WITH
COCA-COLA PRODUCTS
DAHIL MAY MGA
NAKIKIGAMIT NG
COOLER NATIN,
DUMARAMI ANG
PAGPIPILIAN
SA BAWAT BENTA NG
COMPETITION,
NAWAWALAN NG
BENTA ANG KOF
I WILL KEEP THE COOLER 100% FILLED ONLY WITH
COCA-COLA PRODUCTS
1. Dahil malamig ang produkto ng competition, mas
mataas ang chance na bilihin ito ng consumer.
TATAAS ANG BENTA NG KALABAN
2. Dahil bumenta ang kalaban, bawas iyan sa benta ng
Coca-Cola.
BABABA ANG BENTA NATIN









I WILL KEEP THE COOLER 100% FILLED ONLY WITH
COCA-COLA PRODUCTS
COMPETITORS PRODUCTS

FROZEN FOOD OR ANYTHING THAT
AFFECTS QUALITY
FROZEN FOOD
PLACED INSIDE OUR
COCA-COLA
COOLERS CAN
GREATLY AFFECT THE
TASTE AND QUALITY
OF OUR PRODUCTS
ALAM NYO BA?
ANG TEMPERATURE NG ATING COOLER. HINDI SIYA
SAPAT PARA SA PAGKAIN. MABUBULOK ITO.
I WILL FIX THE PLANOGRAM WITH 50% COCA-COLA VERTICAL BLOCK
THROUGH THE
PLANOGRAM, OUR
PRODUCTS ARE MORE
VISIBLE AND
EYE-CATCHING!
OUR PRODUCTS WILL
BE CHOSEN!
I WILL PUT PRICE COMMUNICATION MATERIALS ON THE
COOLERS
ITS IMPORTANT
FOR OUR
CONSUMERS TO
KNOW WE ARE
AFFORDABLE!
39
*Source: MOTOR / Nielsen Cooler Distribution Report as of August 2013
70% of SSS & 32% of TFO retailers
use their own refrigerators*

KOF COOLERS
SARI-SARI STORE
OWNED COOLERS
KUMBINSIHIN NATIN SILA!
SYEMPRE MAY KATANUNGAN AT
OBJECTION ANG ATING MGA CUSTOMER!
COMMON OBJECTIONS
I DO NOT GET STOCKS DELIVERED
REGULARLY ANYWAY. IF I DO NOT
PUT OTHER PRODUCTS, IT WILL BE
EMPTY.
WE ARE THE ONLY COMPANY THAT
DIRECTLY TALKS TO OUR CUSTOMERS.
THIS MEANS WE UNDERSTAND YOUR
UTMOST NEED. WE ARE CURRENTLY
IMPROVING OUR SYSTEM SO THAT YOU
WILL NOT EXPERIENCE OUT OF STOCK IN
THE FUTURE.
KOF-OWNED COOLERS
COMMON OBJECTIONS
I WAS GIVEN THAT COOLER. I CAN
DO ANYTHING WITH IT
We distributed the Cooler to our retailer with obligations.
Most important among these obligations are placing the
Cooler in the Best Position and keeping it filled with Coca-
Cola Products only. This was very clear when we deployed
this cooler. We request that you strictly follow the guidelines
set for the Coolers. Besides, following the guidelines will
ensure that both of our revenues will increase since Coca-
Cola products sell fast.

KOF-OWNED COOLERS
ALAM NYO BA?
ANG ATING INVESTMENT KADA COOLER
COMMON OBJECTIONS
Your coolers consume so much
electricity, I have to put a lot of
beverages so that I can pay for
the electricity expense.
COCA-COLA IS THE MARKET LEADER FOR
BEVERAGES. IT SELLS FAST AND YOUR
REVENUES WILL BE GREATER THAN YOUR
ELECTRICITY EXPENSE. WE ALSO HAVE
ENERGY-SAVING TECHNOLOGY THAT PUTS IT
ON STANDBY, WHEN YOUR STORE IS CLOSED.
KOF-OWNED COOLERS
COMMON OBJECTIONS
I OWN THE REFRIGERATOR,
WHAT MAKES YOU SAY I
SHOULD MAKE IT FILLED WITH
50% COCA-COLA PRODUCTS?
At least 6 out of 10 people buy Coca-
Cola. Having the right cold inventory of
products will ensure better sales.
RETAILER-OWNED COOLERS
SE SURPRISE VISITS
OUTLETS ON HIS
SCHEDULED ROUTE
IS THE
COOLER
OWNED BY
KOF?
YES
NO
SE GIVES OUT
PREMIUM ITEM
IS
COCA-COLA
SHARE
>50%?
YES
NO
COOLER IS
OWNED BY
RETAILER
IS
IS COOLER
COMPLIANT
?
YES
NO
SE ENGAGES CDE
COMPLIANCE
DIALOGUE WITH
RETAILER
SE
CONSOLIDATES
MONITORING
REPORT
SALES
PRESELLER*
WEEKLY TASKS
1. DISTRIBUTE
PREMIUM ITEMS
2. COMPILE MONTHLY
DISTRIBUTION TEMPLATE
EXECUTIVE**
1. INFORM RETAILERS
OF PAG CLEAN ANG
COOLER, TINDAHAN AY
WINNER, PROMO
2. E NGAGE I N
COMPL I ANCE DI AL OGUE
F OR NON- COMPL I ANT
RETAI L E RS
3. F I X PL ANOGRAM
*same as GSE and MSPs **same as FSMs and RS
3. E NGAGE I N COMPL I ANCE
DI AL OGUE F OR NON-
COMPL I ANT RE TAI L E RS
SELL-IN
SPIEL/DIALOGUE
Madam!

Good Morning!

Malinis po ba ang cooler natin? Wow, malinis.
Sinundan po ninyo ang mga guideline namin para
sa Coca-Cola cooler.

Unang-una, nilagay po ninyo ang ating cooler sa
First position. Kitang-kita tuloy ito ng ating mga
mamimili.

Wow, Coca-Cola lang ang laman. Alam naman po
natin mas mabilis ang benta ng Coca-Cola kaysa
sa mga kalaban namin.

Nakaayos pa rin po ang planogram ninyo ah.
Salamat po at pinaniniwalaan ninyong mas huli
ang tingin ng mamimili kapag naka-planogram.

At syempre, makakalimutan ko bang may price
strips na nakalagay. Syempre, para malaman ng
mga mamimili na abot-kaya ang Coke!
FOR COMPLIANT OUTLETS
SELL-IN
SPIEL/DIALOGUE
Madam!

Good Morning!

Malinis po ba ang cooler natin? May mga
magagawa pa po tayo para ma-improve ang pag
comply sa cooler guidelines at tumaas ang benta.

Unang-una, kung ilalagay natin sa harapan ang
ating cooler, kitang-kita ang malalamig na
produkto natin at sa tingin pa lang, nakakauhaw
na!

Alam naman po natin mas mabilis ang benta ng
Coca-Cola kaysa sa mga kalaban namin. Kung puro
Coca-Cola lang iyan, hindi lang malakas ang benta
ninyo. Bawi rin ang investment na nilagay namin sa
cooler na ito.

Mas nakakatawag-pansin rin po itong planogram
namin Maam.
FOR NON-COMPLIANT OUTLETS
INSPECT COOLER
IF COMPLIANT
SPIEL
FIX PLANOGRAM
INTRODUCE
PAG CLEAN ANG COOLER,
TINDAHAN AY WINNER PROMO
Q1 PROGRAMS
FRONT
BACK
WEEKLY CALENDAR OF TASKS
ID ATTACHMENT
1
ST
VISIT
2
nd
VISIT
3
rd
VISIT
PAG CLEAN ANG
COOLER, TINDAHAN AY
WINNER
PICOS
SMS RAFFLE
PAG CLEAN ANG COOLER,
TINDAHAN AY WINNER
PICOS
SMS RAFFLE
DURATION:
MECHANICS:
PRIZES:
DURATION:
MECHANICS:
PRIZES:
DURATION:
MECHANICS:
PRIZES:
AKO AY MYEMBRO NG COCA-COLA FEMSA
SALES FORCE. RESPONSIBILIDAD KONG
ALAGAAN ANG COCA-COLA COOLER.
ANG COOLER NA ITO AY SA COCA-COLA FEMSA,
SAGOT KO ANG COOLER NA ITO.
RED
AVAILABILITY
SOVI
1
st

POSITION
PURITY
100% COCA-COLA
PRODUCTS
COOLER COMPLIANCE
WITH PROPER
EXECUTION
VOLUME
WILL FOLLOW