---
title: "Learn Merchandising from Pepsi's Sales Team: 9 Tips to Quickly Boost Profits!"
description: "In the Pearl River Delta region, where Coca-Cola and Pepsi compete most fiercely, especially in township markets with many factories, any small supermarket will show Pepsi's dominance through strategic displays. This article reveals the nine standardized merchandising actions Pepsi uses to enhance visibility and drive sales."
author: "冯媛"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-02-23"
language: "en"
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# Learn Merchandising from Pepsi's Sales Team: 9 Tips to Quickly Boost Profits!

> In the Pearl River Delta region, where Coca-Cola and Pepsi compete most fiercely, especially in township markets with many factories, any small supermarket will show Pepsi's dominance through strategic displays. This article reveals the nine standardized merchandising actions Pepsi uses to enhance visibility and drive sales.

**Click the image for details**
In the Pearl River Delta region, where Coca-Cola and Pepsi compete most fiercely, especially in township markets with many factories, walking into any small supermarket, you will see this scene: the storefront bears the Pepsi logo; the most prominent position in the store displays a Pepsi stack; on shelves near foot traffic, Pepsi, 7UP, and Mirinda are neatly arranged in order; the Pepsi cooler at the store entrance or near the checkout is 100% stocked with Pepsi products... In short, as soon as you enter the store, the consumer's sight is surrounded by Pepsi.
What kind of merchandising achieves this effect?
**Main Shelves, Secondary Displays, and Cooler Displays Each Have Their Focus**
At the point of sale, eye-catching merchandising plays a significant role in showcasing the Pepsi brand image and increasing product sales. Therefore, Pepsi requires: products appear in as many outlets as possible; each outlet has the appropriate brands and packaging; and multiple displays within a single outlet. Consumers generally choose Pepsi products at the main shelf or cooler, but secondary displays such as floor stacks and end caps are also very important.
**Main Shelf Display: Same Area as Competitors.** This refers to continuous beverage product displays within the store's beverage section, in the same area as competitors, with ample space for designated Pepsi products. The main shelf is the most influential area in the store and can stimulate consumers' purchase desire. Taste, brand, and price are the three primary factors consumers consider when deciding to buy carbonated beverages.
Pepsi's large-area display on the main shelf
**Secondary Displays: Floor Stacks and Multi-point Displays Must Be Eye-catching.** These refer to various floor stack displays and multi-point displays for Pepsi products outside the main shelf. Floor stack displays are stack displays of two or more pallets in the main sales area; multi-point displays are various displays of fewer than two pallets in various sales areas, including end caps, brand shelves, ice troughs, and column displays.
Among these, floor stack displays, which are promotional in nature, typically feature family packs and promotional packaging. The number and area of stack displays should not be less than competitors. Pepsi canned series are arranged according to the "center concentration" principle, with any brand occupying at least 2 facings. Brand display can refer to Pepsi:7UP:Mirinda = 5:2:3. It is recommended that floor stacks display a single brand and single packaging; when multiple brands are displayed, the same brand should be vertically arranged.
Generally, secondary displays should be in prominent, eye-catching positions, as this is an important way to enhance the brand, increase product sales, and promote new products. Cross-area secondary displays bring additional sales. Consumers typically have the following attitudes toward secondary display locations such as checkout counters, snack areas, entrances/lobbies, and other areas for carbonated beverages.
**Checkout Counter:** If they forget to buy, there is still a chance to make up for it; if there is an immediate need, they can get it without spending time; they buy at checkout because the drinks are heavy; in addition, consumers hope to see more than just a cooler near the checkout, sometimes they don't need frozen products.
**Snack Area:** Placing drinks near snacks like cookies, chips, and candy makes shopping more convenient.
**Entrance/Lobby:** Easy to see, but because drinks are relatively heavy, consumers are reluctant to pick them up too early.
**Other Areas:** Display in other high-traffic areas, such as end caps.
Pepsi end cap display
**Cooler Display: Ensure 0-5 Degrees Celsius.** Pepsi requires that the coolers provided are 100% stocked with Pepsi products. The cooler ensures Pepsi products are kept at 0-5 degrees Celsius, giving consumers a refreshing, exhilarating Pepsi experience. The immediate drinking convenience provided by chilled Pepsi products can expand the consumer base and increase individual consumption, enhancing the Pepsi brand image.
Cooler display requires 100% Pepsi products
Surveys show that coolers have a purchase rate of nearly 40%; cooler inventory is less than the main shelf, so turnover is very high.
**Use the "Nine Swords" Merchandising to Boost Profits**
While distinguishing different terminal displays and assigning different roles, Pepsi has implemented the "Nine Swords"—nine nationally unified merchandising actions for terminal eye-catching displays—to provide clear guidance for sales representatives in actual execution.
**First Move: Occupy the Most Influential Area, Place at the Front of Foot Traffic.** Products placed in front sell faster; they stimulate impulse purchases of Pepsi products. Therefore, Pepsi products should be displayed in areas with the most foot traffic and influence; they should always be placed at the front of the traffic flow (the flow most customers take through the store), seizing the opportunity for "impulse buying."
**Second Move: Horizontal Arrangement, Ensure the "Pepsi-7UP-Mirinda" Order.** Every Pepsi product in the store should follow a unified standard: the display order from left to right is Pepsi—7UP—Mirinda. Products of the same packaging should be displayed together; ensure neat display and global brand consistency.
**Third Move: Display Space Not Less Than Market Share, and Arrange Proportionally.** Pepsi products should have display space greater than or at least equal to sales share or market share; within the display space controlled by Pepsi products, each brand must be given appropriate display space according to display standards—Pepsi:7UP:Mirinda = 5:2:3. Increase display depth to prevent stockouts and ensure sales share.
**Fourth Move: Vertical Display, Small Packaging on Top, Large Packaging on Bottom.** Wherever possible, all brands should be displayed vertically. Small packaging at the top, large packaging at the bottom. Maximize visual effect and impact.
**Fifth Move: Front-facing Display, Highlight the Pepsi Brand.** Each packaged product should be displayed facing the consumer; improve the overall display presentation and highlight Pepsi brand information.
Promotional price tags should be eye-catching
**Sixth Move: Correct Price Tags, Use Bright Colors to Emphasize Discounts.** Incorrect prices or products without prices are hard to sell; prices can be marked on the bottom, side, or any place that doesn't cover the trademark; any product on sale or discount should be emphasized with brightly colored price tags.
**Seventh Move: Effectively Use Promotional Materials to Convey Selling Points.** Use any promotional materials that effectively convey "selling points"; in-store advertising enhances brand awareness or conveys promotional information.
**Eighth Move: Move Products According to Turnover Rate, First In, First Out.** Product turnover from fast to slow is: cooler—secondary display—main shelf—warehouse. Therefore, during the sales process, products with the longest production time should be moved from the warehouse to the sales area, and from slow-selling areas to fast-selling areas, closer to consumers. Maintain product quality and build customer and consumer loyalty.
Products should be moved according to sales speed and date freshness
**Ninth Move: Display Equipment Must Be Clean.** Ensure any shelves, brand display racks, and Pepsi coolers displaying Pepsi products are clean. Repair or replace damaged products promptly to ensure cleanliness and establish a good company product image.
As mentioned earlier, Pepsi's sales team has established a strong brand advantage under this strict, standardized eye-catching merchandising model. It is precisely because this model can be implemented consistently over the long term that Pepsi can hold its own against competitors.
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