Strategic

OFF! Family Care 200ml

OFF! · Insect Repellent · Topical · 200ml spray

Mosquito season peak — expand seasonal distribution

About this SKU

Family-format mosquito repellent — seasonal hero with mosquito alerts active across SP/RJ. Drives basket value via family pack.

  • Seasonal index: 168 (Nov–Mar)
  • Family-pack uplift: +24% vs 100ml
  • Strong in atacarejo bulk purchase

Actions needed

Do

Extend distribution to 6 atacarejo stores

Currently in 4 — target 10 this week

Do

Build seasonal endcap with mosquito POSM

Nudge

Pitch family-pack combo to atacarejo buyer

Root-cause intelligence

Why now?

Mosquito alert level 3 across SP/RJ metro

Distribution gap

Missing in 6 atacarejos in season window

Coach diagnosis

Each week off-shelf in peak season = ~R$ 1.8K lost per store. Push distribution this week before peak demand wave.

Pricing & promo guidance

Suggested price

R$ 18.90

Floor

R$ 16.50

Competitor

R$ 19.40 (Repelex)

Margin

33%

Active mechanic

Combo Family + Kids

Bundles 2 formats

Trade fund

R$ 1.60 / unit

Seasonal allowance