SITUATION:

• Low Equity
• Low Availability, Visibility & Activation (AVA) in Trade
• Low demand for the BIC brand of Pen

TACTICS:

Shoppers Activation;

• Shoppers engagement and sales in Modern Trade (Supermarkets) and Mass Market (Bookshops) in Six Key Cities – Lagos, Ibadan, Akure, Onitsha, Kaduna & Abuja
• Merchandising and POSM deployment

RESULTS:

• 54,000 pens sampled
• 595,750 pens sold (595.75 cases) 110% vs target
• 480 Activations achieved
• High awareness, visibility and great Shopper engagement achieved for BIC Pen in Modern Trade and Mass Market

LOCATION:

• Lagos
• Ibadan
• Akure
• Onitsha
• Kaduna
• Abuja