Unilever Caribbean, a leading consumer goods company, brings innovation and sustainability to homes across the Caribbean with its diverse range of products.
In 2015 Cite Up partnered for the first time with Unilever, one of the two largest producers of homecare and personal care products globally. Unilever’s Caribbean portfolio includes some of the best-known consumer brands in the region such as Breeze, Cif and Comfort for homecare and Dove, Degree, Tresame for personal care.
In 2015, Unilever’s Caribbean operation also included local manufacturing and a robust trade marketing team which was a key component of Unilever’s trade marketing success formula.
The challenge posed to Cite Up was therefore to provide a fully outsourced hybrid team of merchandisers and promoters, to optimize the efficiency of the ground operation and to provide cost savings for its client Unilever Caribbean.
Cite Up’s tailored solution included the following:
Team Composition: Cite Up deploys a dedicated trade team comprising roughly 60 merchandisers and in-store promoters, four field supervisors and an account manager.
Coverage: The team provides nationwide coverage for Unilever in over 200 locations
Notable Consumer Brands: Dove, TRESemme, Degree, Axe, Vaseline, Breeze, Cif, Radiante, Comfort, Quix, Hellmann’s Mayonnaise,
Scope of Work:
- Comprehensive Operations Management: Cite Up manages the day -to-day execution of Unilever’s merchandising and instore promotions, including managing HR , IR and admin issues.
- Reporting: Cite Up provides regular reporting on key metrics such as route compliance, expiries, on shelf availability and competitor activities on trade, to support data-driven decision-making for Unilever.
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 Unilever 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 Unilever’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 promoters drive sales in strategically selected points of sale and the merchandising team strives to maintain 100% on shelf availability in all possible locations, and work to expand share of shelf, to boost Unilever sales.
The partnership between Unilever and Cite Up demonstrates the effectiveness of hybrid outsourced teams for promotions and merchandising. By leveraging Cite Up’s expertise and comprehensive service offerings, Unilever achieves enhanced product visibility, planogram compliance, and increased revenue, while saving on the cost and complications associated with managing an expansive nationwide, promotions and merchandising operation.
Check out the work our team has done for Unilever.
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