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DSFM turns shoppers into buyers through brand activation

DKSH Smollan Field Marketing partners with Eva, a Malaysian-based brand for breakfast spreads, to cover every aspect of how Eva’s products are managed at the point of purchase, from field sales and retail execution to activation and information and technology.

Business Units

Consumer Goods

Countries

Malaysia

Background: 
DKSH Smollan Field Marketing partners with Eva, a Malaysian-based brand for breakfast spreads, to cover every aspect of how Eva’s products are managed at the point of purchase, from field sales and retail execution to activation and information and technology. The DSFM team in Taiwan also redesigned and revamped the packaging of the Eva brand. 

Challenge: 
In a world of choices, achieving cut-through in a market is a challenge for many brand owners. One of the ways of connecting brands directly with consumers, building a positive perception of a brand and creating brand preferences is through brand activation. This can be done through product samplings, in-store retail marketing and experiential marketing events.

Leading retail solutions company DKSH Smollan Field Marketing (DSFM), a joint venture between DKSH and Smollan, recently debuted its new brand activation service in Malaysia. Eva engaged DSFM Malaysia to conduct an in-store marketing campaign promoting the Eva Peanut Butter range of breakfast spreads.

Approach/solution: 
During the campaign, experienced DSFM promoters actively engaged with shoppers through product sampling and tasting. Through this face-to-face conversation with shoppers, promoters shared Eva Peanut Butter’s unique selling points highlighting qualities comparable to the more expensive, imported international brands.

The promoters were geared with DSFM’s SMART device which enabled them to capture sales, shopper engagement and free gift redemption transaction activities in real time. Eva benefits from the use of this information platform as reports are shared with the client in 24 hours, enabling them to track the progress and impact of the campaign at the point of purchase.

The information platform provides a visual representation of data, such as pricing, availability, share of shelf and promotional effectiveness. These insights supports fast and well-informed decision making

Result/impact: 
Off to a good start, Eva achieved a 173% increase in sales during the brand activation campaign, beyond the set targets by getting the location for sampling activities correct and engaging with experienced field marketers to engage with consumers.