DIRECT SALES ACTIVATION PHILLIP MORRIS 2017-03-24T13:34:37+00:00

PHILLIP MORRIS Direct sales activation

CLIENT: PHILLIP MORRIS SOUTH AFRICA
BRAND: MARLBORO & CHESTERFIELD

Brief

The strict tobacco regulations have placed several marketing limitations and an opportunity was  identified to implement direct sales activations in the market. Perfect Solutions was requested to devise the national project roll-out strategy, as well as to manage and execute the sales mechanic.

Insight

Word of mouth from Ambassador-to-Consumer and Consumer-to-Consumer would significantly influence the project and the resulting sales. Great storytelling and influential opinion leaders needed to contribute to the solution.

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Solutions

We targeted bars, pubs, clubs and events where legal smokers would be present in each of the three largest provinces of SA. Executing the project according to regulations, tobacco products were now directly sold to consumers by roaming brand ambassadors. A Live Management System was also born whereby ground-level feedback (i.e. sales) would be immediately reflected on the client’s account page – allowing sales to be measurable in real time.

Results

A healthy 3-year relationship of direct sales solutions until the contract came to an end. PMSA now implements in-house solutions – with 30% of our ‘then’ Brand Ambassadors being contracted as PMSA Core Hosts.

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