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Nestle

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In-store Merchandiser – MT channel

Case Overview:

Challenge:

Nestlé Vietnam needed a partner to deliver consistent manpower and system support across its nationwide Modern Trade (MT) network. Core objectives were to maintain frequent shelf displays, prevent out-of-stock (OOS), enhance on-shelf availability (OSA), and provide in-store product support while generating real-time market reporting.

The challenge was sustaining stable field execution across supermarkets, CVS, and malls—ensuring disciplined coverage, measurable performance, and fast visibility on shelf conditions and competitive activities at scale.

Solution:

CPM secured the project through proven field-force management expertise for Nestlé and advanced tracking capability. Key actions included:

  • Manpower governance: stable in-store merchandiser deployment with low turnover control.
  • Visibility & availability tracking: monitored OSA, shelf share, display compliance, and OOS rates.
  • Promotion & competitor checks: captured promo execution and competitive activities in-store.
  • Real-time reporting: delivered timely market updates to support faster decisions and corrective actions.
This approach reduced OOS incidents and improved OSA performance across critical MT touchpoints.

Outcome:

  • 10-year collaboration (2015–2025) supporting Nestlé’s MT execution.
  • 350 PGs/merchandisers deployed across MT channels nationwide in Vietnam.
  • 9,200 supermarkets / CVS / malls covered, sustaining consistent shelf visibility, availability performance, and in-store execution at scale.
Projects Completed
+ 1000
  • Why Always Us?

We Work

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Impact

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CPM Vietnam delivers field marketing solutions built on execution excellence, real-time insights, and measurable results. From merchandising and POSM deployment to nationwide activations and sales force management, we help brands win at the point of sale—consistently, efficiently, and at scale.
In-Store Execution Excellence
0%
Nationwide Coverage & Consistency
0%
KPI Tracking & Reporting Accuracy
0%
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