📌 Snapshot
- Client: ITC FBD (FMCG Division)
- Service: Promoter Program
- Duration: 5 years (FY20–25)
- Regions Covered: 12+ towns across India
Customer Introduction
ITC FBD, a leading FMCG division, partnered with PPMS to strengthen its brand visibility, sell-out drive, and freezer purity standards across general trade (SMT) and modern trade outlets.
For ITC FBD, consistent visibility at the point of sale is critical to driving sales and consumer trust. Yet, in a highly competitive FMCG environment, the brand faced growing challenges in ensuring that new SKUs gained traction, freezers maintained purity, and visibility remained consistent across SMT (general trade) and MT (modern trade) outlets.
To bridge this gap, ITC partnered with PPMS to build a structured promoter-led program that could not only improve sell-out performance but also ensure on-ground execution excellence.
Challenge
ITC FBD was struggling with three key issues:
– Low visibility (<60%) in SMT/MT outlets
– Slower sales movement of both existing and new SKUs
– Inconsistent freezer purity, leading to poor shopper experience and stock hygiene
These challenges directly impacted sell-through, consumer experience, and retailer confidence.
Our Solution
PPMS designed and executed a Promoter Program with FRAMe mobile reporting platform to bring discipline, accountability, and real-time insights into the system.
Our approach included:
✔️ Promoter Deployment – expanded structured coverage across 140+ stores in 12+ towns
✔️ Capability Building – delivered custom planogram & freezer purity training to promoters, ensuring consistent execution standards
✔️ Technology Integration – real-time image audits and store-level compliance tracking via FRAMe
The Transformation & Impact
In just 5 years, the ITC–PPMS partnership has delivered measurable and lasting impact:
- Planogram compliance improved from below 60% to 85%
- Stock availability increased by 75%, directly boosting sell-out
- Weekly audits & analytics gave ITC agility to respond faster to market gaps
- Freezer purity standards improved by 90%, enhancing consumer trust and retailer discipline
This structured program ensured that ITC FBD could scale visibility, accelerate SKU adoption, and improve in-store execution quality, creating a sustainable competitive advantage in trade channels.
Why This Matters
This program demonstrates how PPMS’s people-process-tech model can transform execution at scale. By combining skilled promoters, structured training, and real-time digital visibility, we turned operational challenges into measurable business impact for ITC FBD.
At PPMS, our focus remains clear: helping FMCG brands win at the last mile with execution excellence and actionable insights.
