Planning a Songkran Wave Without Stockouts
Festival demand spikes overnight. Align print lead times, cooler space, and route priority before the first holiday weekend.
Songkran empties beverage and snack bays faster than weekday forecasts predict. Brands that wait for sell-out signals already miss the holiday window.
We start with a three-wave calendar: soft launch for early travellers, peak holiday coverage, and a short reset for return trips. Each wave has its own POSM set so stores do not run faded materials into week two.
Stock depth belongs in the trade brief, not only in the warehouse plan. Store managers need a clear case count per fixture so backroom space is reserved before the first inbound pallet.
After the holiday, pull-down day matters. Leaving festival creative past the event dilutes the next mechanic and confuses shoppers looking for everyday value.