Modern Trade Channel Playbook — Dairy
Defined hero vs support SKUs, chill-door facing rules, and secondary basket placement that survived weekend restocking across a Bangkok cluster.
One shared playbook used by brand and distributor field teams.
Playbooks
Playbooks that traveled with the team
Channel merchandising work we have shaped with brand and field teams — roles, standards, and calendar moves grounded in Thai fixtures.
Convenience Door Standards — Beverage
Mapped shallow door space into a simple facing hierarchy and a POS kit that fit clip depth without curling after humid shifts.
Install completion reported on the agreed store shortlist in week one.
Traditional Trade Route Cards
Built pocket route cards covering counter placement, hanging strips, and what to skip when space collapses to a single shelf.
Sales reps used the same card set across three provinces.
Festive Trade Calendar Merchandising
Tied festive promo weeks to channel actions with mid-cycle checks — no scarcity theatrics, just stock, flash, and POS alignment.
Brand and sales shared one cadence sheet for the next wave.
Shape your next playbook
Share your category, channel mix, and timing. We will recommend a strategy brief, mapping wave, or field standards pack.
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