BTC’s Ramadan and Eid Execution: Turning Planning into Results

At BTC, Ramadan is not just a season. It is the most critical period for our business and our consumers. This year, the focus was clear: strong execution across Modern Trade to drive higher off-take during peak demand. The team moved early, finalizing display contracts ahead of time and planning store by store across the Kingdom to ensure readiness.

Execution on ground was equally strong. Clear merchandising guidelines and consistent communication helped ensure every display was not only present, but compliant. Early alignment with customers on ordering and promotions allowed us to stay ahead throughout the season.

The results reflect this effort. We achieved 100% display compliance in Modern Trade and 97% in General Trade, with more than 300 displays implemented, including over 100 free displays. In Panda, we secured four months of secondary visibility at no additional cost.

This translated into real business impact, with a 22% increase in March IMS versus target, delivering SAR 1.4M in incremental sales.

By ensuring all Eid displays were ready before the start of the celebrations, BTC was able to deliver consistent execution and be present at the moments that matter most to consumers across the Kingdom.