Execute to Win - Merchandiser Program

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04/08/23 11Strictly Confidential – For Internal Use Only

Merchandiser Program

Execute To WinExecute To Win

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Introduction

• Please introduce yourself. Mention– “My name is _________”– “I am working at _________”– The main problem I face in my market is _________”– What I enjoy doing most is __________”

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What is the role of a Merchandiser?

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Merchandiser

Call on all assigned customers & ensure PepsiCo products are available, effectively merchandized & provide high quality customer service.

Accountabilities Measures

Merchandise stores to PepsiCo standards

• Execute to Merchandising Standards (POG, etc.) established for the Store/customer/ market• Fill and rotate Stock at all Shelf, Displays & Equipment stocks to PepsiCo std• Execute Activity Calendar at the Store – deploy Point Of Sale Material (POSM)

Call-On & Service all stores as per standards• Service all accounts as scheduled• Perform Std Call-Process during all store visits• Escalate Customer requests/ complaints to supervisor/CE• Ensure Customer Store/ associate & Crew Wiring by self & source Sup/ CE support if reqd.

Track & Measure performance• Competition monitoring and reporting to CE• Maintain Records including Execution Tracker (ET)/Retail Inventory Tracker/OOS/Ageing report. Escalate issues to Merchandising Sup/CE.

• Execution Tracker (ET) scores

• CE Work-with report

• Execution Tracker (ET) scores

• Compliance to PJP• CE work with• Resolution review during weekly team meets• Compliance to PJP/CE work with

• Competition report

• CE verification

Role

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What is the role of a Merchandiser Supervisor?

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Merchandiser Supervisor

Coach and monitor the merchandisers and ensure that they are executing their role effectively – that is, ensure PepsiCo products are available, effectively merchandized & provide high quality customer service.

Accountabilities Measures

Enable In Store Execution to PepsiCo standards• Monitor Execution of listed Product/ Promo/ Equipment/ Displays (Lobby, End Cap & Perimeter)• Assist in obtaining Best Selling Position in the store – Shelf, Equipment & Displays• Ensure effective Communication with CE w.r.t availability/execution/competition/CDA compliance • Ensure Customer Store Mgr & Crew Wiring by self and merchandiser & source CE support if reqd.•Perform CDA compliance audits

Coaching• Coach merchandisers to execute the Merchandising Standards (POG, etc.) established for the customer/ market• Coach merchandisers in filling and rotating Stock at all Shelf, Displays & Equipment stocks to PepsiCo std• Lead executing of Activity Calendar at the Store – deploy Point Of Sale Material (POSM) Call-On &Service all customers as per standards• Service all accounts as scheduled• Resolve Customer requests/ complaints/ escalate to CE• Ensure Customer Store/ associate & Crew Wiring by self & seek CE support if reqd.

Track & Measure performance• Compile all merchandiser reports & ensure compliance to stds.

•Execution Tracker/Solutions audit scores• CE work with• No Communication led execution failures at stores• Store/ DC Mgr/ Crew Wiring delivery

• Bi-monthly audits

• Execution Track/Solutions audit scores at std

• Inventory/ Freshness scores at std

• Execution Track/Solutions audit scores at std

•PJP compliance• Resolution review during weekly team meets• CE work with

•All tools up to date & accurate

Role

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What are the KPIs for success? Where do we capture them?

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5 Star Merchandising

1. Win In Cold

4. Check Lane 3. Win In Display

2. Win In Shelf5. Win In PO1

Guidelines By Format

Guidelines By Point Of Interruption

x4. Win In POSM

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The KPIs

• Share of Shelf (SOS): Total space to PI portfolio on shelf vs Total space allocated to category.

Example: total facings for PI CSD in a shelf is 5 & total facings for CSD category on shelf is 10. The share of shelf therefore is 5/10=0.5 which is 50%.

• Plan-O-Gram (POG): A predetermined plan for displaying merchandise,

either a plan created by a manufacturer for one kind of merchandise, or a plan for a supermarket chain to coordinate the location of displays in several stores.

Every PI bay in a store must be executed to POG – either customer or PI POG as the case maybe.

• Point of Interruption (POI): The total number of incremental points to PI in a store excluding the shelf.

• Assortment/Range: Total number of PI SKU’s present in a store in each category.

Example: PI has 15 SKU’s in CSD. Store A has 5. The range presence in this store is 33%.

• Promotion/Activation: PI execution of promotions in the store via POSM, announcers etc…

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Merchandiser Tracker

• Where do we capture the objectives for the merchandiser?• We use the Merchandiser Tracker• Please refer to the Merchandiser Tracker

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Merchandiser Tracker

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Exercise – Merchandiser Tracker

• Please refer to the exercise on Merchandiser Tracker and answer the questions raised

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What is a typical day in the life of a Merchandiser & Supervisor?

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A day in the life of a Merchandiser

Step Detail Time (Mins)

1 Reach the market as per PJ P by 9.30 am. Check the Merch. Tracker 30

2Follow the 8 steps of Merchandiser call in every outlet on the route

and update the Merchandiser Tracker360

3 Lunch and tea breaks 60

4 Return to merchandiser office in evening 30

5

Submit his Merchandiser Tracker to the MIS person at the

merchandiser office and call up CE/ supervisor and inform of day's

performance and challenges/ issues if any.

30

6 Prepare his market kit for next day 15

TOTAL 525

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A day in the life of a Merchandiser Supervisor

Step Detail Time (Mins)

1 Reach the market as per PJ P by 9.30 am and meet the merchandiser 30

2

Discusses plan for the day and also observations from previous workings

with merchandiser. Reviews action taken from previous discussions, if

any. Check merchandiser's kit and his readiness for the market.

20

3 Coach the 8 steps of Merchandiser call in every outlet on the route 360

4 Lunch and tea breaks 60

5 Return to merchandiser office in evening 30

6Ensure the merchandiser completes the formalities; give feedback to

merchandiser 30

7Discuss performance of the day with other merchandisers and

understand and resolve their challenges and issues60

7Call up CE and inform of day's performance and challenges/ issues if any.

Plan for the next day's work*with alongwith another merchandiser15

TOTAL 605

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The Pepsi 8 step call process

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A Standard Way of Calling on Customers

Service

Pre-Call

Presenting/Selling

Post-Call

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At Pepsi, Our Standard Call Has 8 Steps

1. Preparation

2. Greet the customer

3. Store Check

4. Merchandise

5. Determine the order

6. Presentation

7. Curbside debrief

8. Administration

Pre-Call

Service

Presenting

Post-Call

Service

Pre-Call

Presenting/Selling

Post-Call

This basic processis utilized by all front line positions.

Let’s reviewyour responsibilities as a merchandiser.

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Why do you think a standard

call process is good?

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Benefits of a structured call process

• Better range availability• Higher levels of retail dominance• Faster rotations for the retailer• Improves promotional execution• Satisfied consumers & customers

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Why do you think

PREPARATION is

important?

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Step 1 - Preparation

• “By failing to prepare, you are preparing to fail”

Benjamin Franklin

Preparation helps achieve goals. Hard to remember everything, so making a plan helps.

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Benefits of Preparation

• Enhanced confidence• Less objections • Confident objection handling• Less call time • Helps you in Building Professional image of self &

organization

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•Monthly Preparation• Supervisor explains the objectives for the month

•Daily Preparation• Review the Merchandiser Tracker• Review your daily schedule• Identify the outlets you will be focusing on• Get Merchandising kit (duster, tape, scissor, etc.)• Check progress against plan

•Pre-call planning• Review objectives just before entering outlet

•Ensure you have the Merchandising kit

Step 1: Preparation

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Grooming

Positive attitude Self confidence Clarity of thought Patience Enthusiasm Open mind

Daily bathing Clean shaven/ well kept

beard (males) Hair should not cover

forehead, ears or shirt collars (males)

Neat hairdo (female) Clean finger nails Clean breath Shining shoes Sober dressing

INTERNAL EXTERNAL

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Merchandising Kit

• Merchandiser Execution Tracker Book

• Duster• Double sided tape• Scissor/Cutter• Planogram card• Any promotional material

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Pre-call Planning

• Follow Route – Call Sequence

• Review Customer Details and follow up points from last visit

• Review Sales Call Objectives (eg : Retail initiative focus activity)

• Gather Merchandising Kit and the Merchandiser Tracker

• Check personal appearance is neat

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Why do you think we

want to greet the customer?

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Step 2: Greet the Customer

Greet the Customer

Identify the decision maker Introduce yourself Preempt urgent issues

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Step 2: Greet the Customer

• Why do this ?• Builds a positive, friendly image of yourself & the company• Makes an impact on the store manager/supervisor &

draws their attention• Builds cordial relations • Whom to greet ?• The store manager• The category supervisor

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Opening the call has two parts

• Introduction • Discovery

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Introduction

• To seek the attention of the retailer in every visit • Retailer is visited by many company people every day &

likely to forget the name & company.• Need to Greet every time you meet

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Actions of Introduction

• GREETINGS!• Handshake – Good Morning .. Good Evening …To Willing /

Friendly / A like Age / Cultural factor • Local Gestures - Namaste / Namaskaram etc. to elderly /

formal

• INTRODUCTION!• Communicate your Name followed by Company’s name

• “ Good morning…I am … from Pepsi”

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When should we open the call?

• Retailer is not in an active transaction with Customer• Not using Phone / Mobile• Looks available to talk

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Discovery

• Discovering something from retailer’s environment to talk that brings him in Good mood / Positive frame of mind / Attentive / Responsive

• It makes the call more easier & productive

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Why is it important to

check the store?

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Why is checking the store important?

• Store check needs to be done physically in the trading area and backroom

• Why checking the retail outlet is important ?

• It helps in knowing how much stock is available for merchandising

• To get an estimation of off-take since last visit

• Identify opportunities for growth

• To move stock from backroom to shelf and other display points basis norms

• Observe competitive activity

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Step 3 : Store Check

Walk the outlet to look for opportunities for

Share of Shelf Planogram Points Of Interruption (POI) Range/Assortment Promotion/Activations

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Why is it important to merchandise

the store?

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Merchandising

• Merchandising is the activities performed by you in an outlet that promotes the sale of our products to consumers.

• We ensure :– Availability– Visibility– Freshness

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•Ensure all Pepsi products are properly merchandised.

• Ensure all stock is rotated

• Merchandise all displays according to POG •Replenish coolers, racks, shelf, end caps, FSU

• Clean shelves and equipment as needed

• All promotions/activations are executed to standards

Step 4: Merchandise

Follow the 5 Star Merchandising principles

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Why is it important to determine the order?

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Step 5 : Determine the Order

• In some instances local teams may require merchandisers to “determine the order/opportunity” for a store and communicate the same to the store manager/category supervisor and also the merchandiser supervisor to take appropriate action.

• These opportunities would relate to the KPIs in the Merchandiser Tracker – namely, Share of Shelf, POG, POI, Range, Promotions

• This involves taking an inventory of our products.• Assessing anticipated sales volume based on current trends.• Taking into considerations:

•Promotions •Competition•Local activity•Timing to next product delivery

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Why is it important to

make apresentation?

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Step 6: Presentation

• Merchandisers are not typically required to make presentations to customers.• However, each may be required to discuss how to leverage opportunities in the store, and about promotions

• However, each position should know the basic process of selling to customers.

• Each position may experience situation where they need to address customer requests.

• Overcoming customer objections• Addressing customer issues

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Some important skills for Presentation

• Listening Skills• Objection Handling

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Listening skills

• Meaning of active listening– Listening to more than the spoken word – for information, for

feedback, and for assessing information.– Responding in a way that lets the speaker knows that you are

interested and have heard.

• Active Listening makes the speaker feel important, and understood.

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Objection Handling

• Objection Handling - Objections can be of 4 types :• Misconception• Skepticism• Complain• Drawback

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Objection Handling

• First, Welcome Objections. • Second, Question and clarify the objection.• Third, Confirm if your understanding is right by paraphrasing.• Fourth, Offer solution depending on the type of objection.• Lastly, Check if the Customer is satisfied.

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Step 6 – Presentation

Type of Objection Reason How to Handle

Misconception • Wrong information• Partial information• Absence of information

• Bridge the knowledge gap

Skepticism • Feeling based • Handle with data

Complain • Past experience • Handle with sincerity • Handle now or note down to revert later

Drawback • Product/service attribute • Accept• Highlight other benefits

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What is CurbsideDebrief?Why is it

important?

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•Take a few moments to assess your performance.

• Curbside Debrief Checklist• Complete the Merchandiser Tracker• Identify issues you encountered• Identify any follow up issues that need to be addressed with you supervisor

Step 7: Curbside Debrief

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What is Administration?

Why is it important?

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• Documenting and communicating all the pertinent information regarding your calls for the day.

• Call Administration• Note all commitments that you have made

to customers• Hand over the Merchandiser Tracker Summary• Follow up with supervisor on route needs

Step 8: Administration

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Merchandiser Tracker Summary

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Thank you!

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Execute to Win - Merchandiser Program

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