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Outsourced Merchandising Team for Coca-Cola Trinidad
Caribbean Bottlers Trinidad & Tobago Limited (CBTTL)
Caribbean Bottlers Trinidad and Tobago Limited (CBTTL) is a major regional bottler, producing some of the biggest beverage brands in the market such as Coca-Cola, Sprite, Schweppes, Minute Maid, Dasani Water, Corona, Modelo and Angostura Chill.
The challenge
CBTTL partnered with Cite Up in 2021 to outsource its merchandising execution — previously internally run — which presented challenges including resource allocation, operational oversight and employee management.
The solution
- Team composition — a dedicated team of 126 team leads and merchandisers servicing CBTTL’s Trinidad & Tobago trade universe.
- Coverage — over 400 accounts across Trinidad & Tobago, spanning various channels and regions, well exceeding 5,000 store visits per month.
- Comprehensive operations management — Cite Up manages all aspects of the merchandising operation, including HR and industrial-relations matters.
- Reporting — regular reporting on route compliance, expiries, on-shelf availability and trade activities to support data-driven decisions.
The results
- Product visibility & planogram compliance — enhanced share of visible inventory and on-shelf availability, with consistent placement across outlets.
- Loss mitigation — industry best practices to protect CBTTL from losses due to expired products or shrinkage on the trade.
- Revenue growth — stock-level reporting to support sales efforts and avoid out-of-stock incidents.
Notable brands
- Coca-Cola
- Sprite
- Schweppes
- Minute Maid
- Dasani Water
- Angostura Chill
- Corona
- Modelo
- Presidente