Abdallah Bazzi

• Examined the potential of increasing the on-trade consumption of Corona Beer through targeting cafes based in London

• Successfully implemented qualitative research techniques through carrying interviews with 19 café owners supplemented with quantitative descriptive research tools revolving around surveying 277 respondents


• Developed a Trade “Push” strategy targeted towards incentivising wholesalers to accelerate the penetration of Corona beer into cafes while ensuring its availability in all the right places

• Conducted a cafe census focusing predominantly on four variables: in-Cafe beer consumption, more importantly the premium beer consumption, in-café traffic, and consumer profile

• Created an effective grading matrix aimed at aiding Corona’s wholesalers in classifying cafes based on the volume of cafe premium beer consumption, and the in-Cafe consumer traffic

• Implemented a Media “Pull” Strategy focused towards creating the association between Corona and Cafes in the minds of end consumers

• Presented leading Lebanese freight-services company “Khattab Shipping” with a rebranding strategy (Logo, slogan, website, etc.), and designed a “Volume of Sales” Incentive strategy targeted towards the sales team that was incorporated in the company’s market development strategy in Dubai

• Increased Lebanese Etiquette leader Nadine Daher’s website conversion rate by 20% in a period of 6 weeks through managing a search engine optimisation campaign and controlling keyword optimisation (Google Analytics)

• Created, alongside the development team, QR codes for Gourmet Burger, aimed at increasing the consumer digitalised engagement and enhancing the in-restaurant experience

• Conducted commercial techniques revolved around merchandising, visual displays and branding activities in over 300 POS during the rebranding of the "Merit" cigarette in the Lebanese market

• Led awareness campaigns along with a team of 20 interns during the launching of the new "Marlboro Red" in the Lebanese Market leading to an increase in sales during a period of two months

• Created a new grading matrix approach aimed at grouping retails into different categories based on premium in-store cigarette sales volume, foot traffic, and consumer profile

• Developed, based on the grading matrix, a new “Point-Based” retail engagement program targeted towards increasing the retail demand for the “Merit” brand Designed in-store visual displays, and managed PR events focused towards increasing the end consumer engagement with “Merit”