Case Study: Accelerating PMI Brand Visibility

Through Strategic POSM Implementation

Overview

Philip Morris International (PMI) engaged Meridian to execute a nationwide POSM campaign to boost brand visibility and drive consumer engagement. This campaign required rapid deployment of six POSM elements across 1,413 stores—primarily focusing on major chains and secondarily on liquor stores. Given the competitive dynamics of the tobacco industry, speed and precision were critical to ensuring campaign success.

Campaign Objectives

Clear objectives guided the project:

  • Achieve 80% installation of POSM elements within three days of launch.
  • Complete the full rollout across 1,413 stores to maximise visibility.
  • Deliver a seamless integration of campaign elements with minimal disruption to store operations.

Success would be measured by the speed and quality of execution and the overall enhancement of brand visibility in highly competitive retail environments.

Execution Strategy

Meridian’s approach combined strategic foresight, operational efficiency, and collaborative execution to meet PMI’s ambitious targets:

  1. Pre-Campaign Preparation:
    • Resources, including POSM elements, were pre-allocated and delivered to stores before the campaign launch on October 24.
    • Dedicated communication channels were set up between Client Services and operational teams to facilitate real-time reporting and ensure smooth execution.
  1. Fast-Track Reporting Procedures:
    • Evidence capture and reporting were streamlined, enabling in-store reps to upload installation proof more efficiently.
    • This reduced delays and provided PMI with immediate visibility into campaign progress.
  1. Collaborative Implementation:
    • Meridian’s operational teams worked alongside store managers, merchandisers, and sales reps to integrate POSM elements effectively.
    • Efforts were coordinated to minimise disruption to daily store activities, ensuring the campaign ran smoothly across all locations.
  1. Focus on Efficiency and Coverage:

    2. Major chain stores were prioritised, with an additional focus on secondary liquor outlets, ensuring all store types received appropriate attention and resources.

Key Results

Meridian’s execution capabilities delivered impressive results:

  • Speed: The 80% installation target was surpassed in just 2.5 days, well ahead of the three-day deadline.
  • Comprehensive Rollout: By day four, 9% of installations were completed, with 99.3% finalisation achieved shortly after.
  • Enhanced Visibility: Strategic placement of POSM elements amplified PMI’s presence, engaging customers and reinforcing brand recognition at critical points of sale.

Client Feedback

Martin Johnson from PMI commended Meridian’s efforts, stating:

“A big thank you for the incredible effort from all over the last three days. The passion and energy from all the Regions was great, and this is all part of building our relationship. Final ask is to assist in monitoring the stock levels to maximise your hard work. Once again, a big thank you from the Philip Morris team.”

Why This Campaign Was Successful

The success of this campaign can be attributed to Meridian’s commitment to operational excellence and its ability to adapt to PMI’s specific needs. Through proactive planning, seamless execution, and a collaborative approach, we exceeded PMI’s expectations, setting a new standard for POSM implementation in a fast-paced retail environment.

Key Takeaways

  • Proactive Planning: Pre-allocating resources and establishing efficient communication channels were pivotal in ensuring the campaign’s success.
  • Accelerated Execution: Streamlining evidence capture and reporting enabled faster decision-making and visibility for PMI.
  • Collaborative Efforts: Strong partnerships between Meridian’s teams, store managers, and in-store personnel ensured minimal disruption and effective implementation.

Conclusion

This campaign reinforced Meridian’s reputation for delivering excellence under tight deadlines. By combining strategic preparation with operational precision, we helped PMI achieve its goals and strengthened our partnership. This project is a testament to Meridian’s ability to drive brand visibility and deliver impactful results, even in the most challenging and competitive markets.