5. Scope of this toolkit
Channel Classification
Retail
Conventional Trade Modern Trade Specialty HoReCa
Distributor Wholesale Others
• General Store
• Kiryana Store
• Pan/Cigarette Shop
• Hyper Market
• Super Market
• Modern General Store
• Fast Food Restaurant
• Fine Restaurant
• Food Court
• Conventional Restaurant
• Food Street Outlet
• Local Food Stand
• Beverage Street Vendor
• Bakery
• Medical Store
• Petro Food Marts
Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
6. Trade Sub Channel Definitions
Channel Area (ft2) Cash Counter Service Products Shelf
General Store < 500 No Counter Grocery and Household Items, F&B CPG No
Kiryana Store > 200 No Counter
>50% space allocated to loose unbranded
food and household items, also carry CPG
No
Beverage/Pan
Vendor
< 500 No Counter
All types of LRB, snacks, confectionary,
cigarettes and pan etc
No
Hyper Market > 30,000 More than 10 Self, Carts
Grocery, household electronics, Furniture,
clothing, sporting goods etc
Yes
Super Market 4,000 – 30,000 3 – 10 Self, Carts
Grocery, Cosmetics, Crockery, Electronics,
Toys, Clothing etc
More than
3
Modern General
Store
1,000 – 4,000 1 – 2 Counter/Self Grocery, F&B CPG etc 3
Bakery < 500 Yes Counter/Self
Breakfast items, baked goods, may also carry
loose dairy items (milk & yogurt etc)
No
Medical Store < 500 Yes Counter/Self Mostly medicines, but also carry some CPG No
Petromarts 100 – 500 Yes Counter/Self
Beverages, Snacks, Ice Cream, Confectionary
etc
1 – 3
Conventional
Trade
Modern
Trade
Specialty
Stores
Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
8. Occasions of purchase
Drink immediately
outside store
64%
For Regular
consumption @HOME
31%
Part of a meal
21%
For party/ get together
9%
Female: 52% Female: 19%
Female: 69% 35-49yrs:
41%
Age:25-34yrs: 69%
Pan shop
87%
Rural Peshawar: 36%
LMT: 39%
Rural Peshawar: 25%
Age:13-18yrs: 15% General Store: 16%
Figs in %
LMT: 58%
10. Retail
Conventional Trade Modern Trade Specialty HoReCa
Channel-wise Picture of Success
Distributor Wholesale Others
• General Store
• Kiryana Store
• Pan/Cigarette Shop
• Hyper Market
• Super Market
• Modern General Store
• Fast Food Restaurant
• Fine Restaurant
• Food Court
• Conventional Restaurant
• Food Street Outlet
• Local Food Stand
• Beverage Street Vendor
• Bakery
• Medical Store
• Petro Food Marts
Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
11. POS Hotspots in Traditional Trade
POS material on
external walls/ façade
of TT StoresBranded refrigerator is
essential inside the
store
Have posters on
unbranded refrigerators
Billing counter – a key
avenue to place POS
12. General Stores / Kiryana (Diamond & Gold)
1
3
4
7
6
1. Available Here Sign
Install on the outside wall at a clearly visible spot
3. Poster
Install on the outside wall/counter at a clearly visible spot
(eye level)
4. Rack
Place outside the shop in a clearly visible spot under the
shade
6. Cooler Header / Flag
Place on top of the cooler in standing position
7. Counter Branding
Vinyl / Paint on the front of shop counter
8. Shelf Display with Shelf Strips
Warm Stock display inside shop on clearly visible shelves
BISMILLAH
General Store
2. Fascia/Canopy
Install outside the shop on the shop header
5. Double Door Cooler
Place the cooler outside the shop under the shade near
the counter at an easily accessible space
2
5
8
13. General Stores / Kiryana (Silver & Bronze)
1. Available Here Sign
Install on the outside wall at a clearly visible spot
2. Poster
Install on the outside wall/counter at a clearly visible spot
(eye level)
3. Shelf Display with Shelf Strips
Warm Stock display inside shop on clearly visible shelves.
Paste shelf strip on each shelf.
4. Counter Branding
Vinyl / Paint on the front of shop counter
ALHUMDULILLAH
General Store
1
3
4
2
5
5. Fascia/Canopy (Good to have)
Install outside the shop on the shop header
14. POS Hotspots in Pan Shops
14
Have POS materials on
store hoardings
Posters on unbranded
refrigerators
Have Brand Gondolas
Outside the store as
wellBilling counter as most
pick CSD from here
15. Pan Shop (Diamond & Gold)
1. Available Here Sign
Install on the outside wall at a clearly visible spot
2. Poster
Install on the outside wall/counter at a clearly visible spot (eye level)
3. Rack
Place outside the shop in a clearly visible spot under the shade
5. Cooler Header / Cooler flag
Place on top of the cooler in standing position
6. Chest Cooler Lid Branding
Vinyl Sticker on top of the Chest Cooler lid
7. Fascia/Canopy
Install outside the shop on the shop header
1
3
8
7
6
2
5
4
8. Counter Branding
Vinyl / Paint on the front of shop counter
4. Double Door Cooler*
Place the cooler outside the shop under the shade near the counter at an
easily accessible space
*Subject to space availability
16. Pan Shop (Silver & Bronze)
1. Available Here Sign
Install on the outside wall at a clearly visible spot
2. Poster
Install on the outside wall/counter at a clearly visible spot (eye level)
3. Counter Branding
Vinyl / Paint on the front of shop counter
4. Shelf Display
Warm Stock display inside shop on clearly visible shelves . Paste shelf strip
on each shelf.
5. Fascia/Canopy (Good to have)
Install outside the shop on the shop header
5
1
3
4
2
17. Retail
Conventional Trade Modern Trade Specialty HoReCa
Channel-wise Picture of Success
Distributor Wholesale Others
• General Store
• Kiryana Store
• Pan/Cigarette Shop
• Hyper Market
• Super Market
• Modern General Store
• Fast Food Restaurant
• Fine Restaurant
• Food Court
• Conventional Restaurant
• Food Street Outlet
• Local Food Stand
• Beverage Street Vendor
• Bakery
• Medical Store
• Petro Food Marts
Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
18. POS Hotspots in LMT
Gondolas Inside
the store at
sections other
than CSD aisle
POS material
should be present
at Grocery and
Snacks aisle
POS material at the
entrance of LMT
store
Have Flyers/ Danglers in non
beverage aisle as well
19. Superstore Intercepts and Hotspots
1. Gondola/display near shop entrance
2. Beverage Aisle (with Shelf Strips)
3. Case stack display for Multi-serve
4. Cooler with planogram near checkout
5. X-Category Display w/ Snacks
6. X-Category Display w/ meat & frozen
foods
7. Checkout counter PO1 display for
impulse
8. Wall Branding
All elements to be as per shared KV and artworks
1
8
7
4
2
5
6
3
3
20. Superstore Intercepts and Hotspots
1. Gondola display
near the entrance
3. Case stack displays in Bev aisle and promo deal
corner for multi-serve customers
2. Beverages aisle with shelf strips
and branded category headers
4. Locking optimal, clearly
visible and accessible space for
visi-coolers near the checkout
area.
Cooler purity to be ensured and
planogram to be followed
21. Superstore Intercepts and Hotspots
7. Product placement
and displays at
checkout counters for
driving impulse
8. Wall and Pillar
Branding
5 & 6. Cross-category displays
(warm and cold) can be activated
with snacks, Frozen Foods, meat,
culinary section
22. Modern General Store (Diamond & Gold)
All elements to be as per shared KV and artworks
1. Available Here Sign
Install on the outside wall at a clearly visible spot
3. Poster
Install on the outside wall at a clearly visible spot (eye level)
2. Door Sticker/Window Branding
Paste on glass door/window at entrance
(only where there is a glass door)
5. Multi-serve Case Display
Stack MS cases around the cooler for weekly/monthly grocery shoppers
6. Rack at Checkout Counter
Place rack at the checkout counter for quick shoppers
4. Cooler Header / Cooler flag
Place on top of the cooler in standing position / cooler door
7. Double Door Cooler
Place the cooler inside the shop at an easily accessible space
1
3 8
7
6
2
5
4
8. Shelf Strips
Paste shelf strips on the shelves in the beverage aisle
23. Modern General Store (Silver & Bronze)
All elements to be as per shared KV and artworks
1. Available Here Sign
Install on the outside wall at a clearly visible spot
3. Poster
Install on the outside wall at a clearly visible spot (eye level)
2. Door Sticker/Window Branding
Paste on glass door/window at entrance
(only where there is a glass door)
4. Multi-serve Case Display
Stack MS cases around the cooler for weekly/monthly grocery shoppers
5. Shelf Display with Shelf Strips
Warm Stock display inside shop on clearly visible shelves . Paste
shelf strip on each shelf.
1
3
2
5
4
24. Retail
Conventional Trade Modern Trade Specialty HoReCa
Channel-wise Picture of Success
Distributor Wholesale Others
• General Store
• Kiryana Store
• Pan/Cigarette Shop
• Hyper Market
• Super Market
• Modern General Store
• Fast Food Restaurant
• Fine Restaurant
• Food Court
• Conventional Restaurant
• Food Street Outlet
• Local Food Stand
• Beverage Street Vendor
• Bakery
• Medical Store
• Petro Food Marts
Note: Covers only channels relevant to the scope of this document, please refer to the detailed Sub Channel Definitions as per GTM document
25. Specialty Store: Petromarts
1. Available Here Sign
Install on the outside wall at a clearly visible spot
3. Poster
Install on the outside wall at a clearly visible spot (eye level)
2. Door Sticker
Paste on glass door/window at entrance
(only where there is a glass door)
4. Counter Branding
Apply POP material on the checkout counter
5. Product placement near entrance
Place product near the entrance/checkout area for driving impulse
6. Visi-Cooler Placement & Purity
Place double door coolers at prime position in the cold section. Ensure
planogram is followed with focus on SSPET cold availability
1
3
6
2
5
45
26. Specialty Store: Bakeries
1. Available Here Sign
Install on the outside wall at a clearly visible spot
6. Secondary Display
MS Rack or case stacks near checkout counter
8. Counter Branding
Vinyl / Paint on the front of shop counter
7. Shelf Display
Warm Stock display inside shop on clearly visible shelves .
Paste shelf strip on each shelf.
3. Poster
Install on the outside wall at a clearly visible spot (eye level)
2. Door Sticker
Paste on glass door/window at entrance
(only where there is a glass door)
5. Cooler Header / Flag
Place on top of the cooler in standing position
1
3
8
7
6
2
5
4
4. Double Door Cooler
Place the cooler inside the shop at an easily accessible space
28. The Basics: Brand and Pack Order
Brands Order (Horizontally Placed)
Packs Order (Vertically Placed)
300/300ml Can and 200ml TetraPak
250ml RGB
345ml PET
500ml PET
MSPET
D P 7 M
30. Must Have SKUs
Channel/Sub-Channel VPO Class Must Have Good to Have
General Store/Kiryana
D & G
S & B
Pan/Cigarette Shop
D & G
S & B
Super Store/MGS
D & G
S & B
Note: Pepsi represents entire CSD portfolio
Exceptions are possible on Franchise and outlet-to-outlet basis
31. Must Have SKUs
Channel/Sub-Channel VPO Class Must Have Good to Have
Specialty
D & G
S & B
Conventional HoReCa
D & G
S & B
Note: 500ml refers to CSD only. Aquafina 500ml is a must have across channels
Exceptions are possible on outlet-to-outlet basis
32. KEY CONTACTS
Adnan Irfan Abbasi
Sr. Franchise Manager - Center
adnan.abbasi@pepsico.com
Wasif Khan
Sr. Franchise Manager - North
wasif.khan@pepsico.com
Ali Rauf
Sr. Franchise Manager - South
muhammadali.rauf@pepsico.com
Umer Sohail
Trade Marketing Manager
umer.sohail@pepsico.com
Ali Awan
Franchise Manager - Islamabad
ali.awan@pepsico.com
Sajjad ur Rehman
Franchise Manager - Peshawar
sajjadur.rehman@pepsico.com
Arquam Gul
Franchise Manager - Sukkur
arquam.gul@pepsico.com
