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Nestle

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GT Merchandising Team

Case Overview:

Challenge:

Nestlé Vietnam aimed to maximize product visibility and availability in first-tier General Trade (GT) outlets nationwide. The objective was to secure premium shelf space, outperform competitors, and strengthen overall brand presence in highly competitive stores. To validate effectiveness before scaling, Nestlé planned a pilot approach—expanding only after proven results.

The key challenge was delivering consistent GT merchandising execution at scale, ensuring disciplined store coverage, strong retailer relationships, and close coordination with sales teams to protect availability and drive sales uplift.

Solution:

CPM deployed a mix of dedicated and shared GT merchandising teams to execute 20 nationwide display programs for Nestlé brands. Core responsibilities included:

  • Outlet visits: merchandisers visited each outlet 4 times/month to maintain consistent displays.
  • Sales coordination: partnered with sales teams for stock management and sales uplift.
  • Retailer relationships: built partnerships to secure prime shelf positions and win in-store hotspots.
    This field model boosted sales performance and strengthened Nestlé’s competitive edge in shelf space dominanceacross GT outlets.

Outcome:

  • 10-year collaboration (2015–present) supporting GT visibility and availability.
  • 220+ merchandisers covering 63 cities and provinces nationwide.
  • 25,000 outlets covered (F1–F4/month), ~100,000 visits/month to sustain visibility, availability, and execution.
Projects Completed
+ 1000
  • Why Always Us?

We Work

With,

Precision

Impact

Deliver.

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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