A beautiful launch date means little if the DC cannot replenish mid-activation. Build the field calendar backward from stock reliability, then forward from chain promo windows.
Holidays that change the aisle
Songkran weeks thin staff and change shopper missions. Some categories surge; others wait. Ask your category contact which branches keep secondary displays through the holiday rather than assuming a national pattern.
Mid-year and year-end
Chains stack promotions. If you need a gondola end, book early and accept that your creative may share space with a category captain. Plan a demoted POS set so promoters are not empty-handed when the end-cap is reassigned.
Upcountry lag
Materials and people move slower outside Greater Bangkok. Add travel days and a buffer before you promise photo evidence on day three.
When you brief us, include DC lead times if you know them — it changes staffing more than creative.