Case Study : Outsourced Merchandising Team for Carib Brewery

Carib Brewery is one of the foremost bottlers in the region, with several of the most widely recognized alcoholic and non alcoholic beverage brands on the market. With over 1000 employees,  20+ brands, 4 breweries and over 70 years of experience, Carib is a trusted household name.

In 2020, Cite Up began working with Carib to provide fully outsourced merchandising support in their Central Trinidad stores.  

Team Size: To meet Carib Brewery’s needs, Cite Up assembled a merchandising team dedicated to servicing Carib’s central region. This team consists of 14 merchandisers.

Coverage: The Carib central team covers 68 locations on a weekly rotation.

Notable Consumer Brands: Carib, Stag, Vita-Malt, Heineken, Carib Shandy, Coors Light, Smirnoff, Mackeson, Caribe

Scope of works: Cite Up manages all merchandising activities for Carib Brewery’s products in the central region. The company handles all employee-related issues, ensuring seamless HR management. Cite Up provides regular reporting on a weekly and monthly basis to keep Carib Brewery informed of performance metrics. The team offers support for the execution of promotional activities, enhancing the effectiveness of marketing campaigns.

Cite Up continues to strive to provide the following deliverables for its client:

Product Visibility & Planogram Compliance: Through its daily activities Cite Up works to enhance share of visible inventory and on shelf availability of Carib products; increasing brand visibility and consumer engagement. The team also adheres to planogram guidelines and brand standards maintaining consistency in product placement and presentation across various retail outlets.

Loss Mitigation: Cite Up’s team employs industry best practices  and works closely with Carib’s distribution and trade-marketing teams to mitigate losses due to expired products or shrinkage on the trade. 

Support Revenue Growth: The ultimate goal of the Cite Up team is to support the revenue growth of its clients. Cite Up’s merchandising team strives to maintain 100% on shelf availability in all possible locations, and work to expand share of shelf, to boost Carib’s sales.

In summary, the collaboration between Carib Brewery and Cite Up is proving successful in addressing the specific merchandising needs of Carib Brewery’s central region in the Trinidad market. Through efficient resource management, strategic oversight, and effective execution, the partnership is contributing to improved visibility, reduced wastage, and maintained planogram integrity, ultimately driving growth and enhancing Carib Brewery’s market position.