Sales, Field Sales, Merchandising, POS Merchandising
The challenge
CPM were asked to provide a solution to cover 738 retail outlets in Northern Ireland with sales and merchandising services. This coverage was to be achieved at the most efficient resource cost possible.
Our Solution
On analysing the market and the call-file, CPM proposed a solution that would provide a more targeted and impactful service, whilst only utilizing 50% of the previous resource levels. CPM recruited a field sales team comprising a Sales Manager, 3 Direct Sales Reps and 6 Indirect Sales Reps.
The top 20% of stores are called on weekly with the next 50% called upon fortnightly, the remaining monthly. Key accounts are as follows:
During 2013, we increased share of space by 2% (an improvement of 10%). For 2013 sales revenue increased by 6% despite a reduction in resources of almost 50% and a declining overall market.
CPM was set the task by GSK to call on 800 symbol stores each month, selling 3 category deals by means of transfer orders. In conjunction with the task of selling into 800 stores per month, we were also tasked with defending the Panadol brand against a cheaper aggressive competitor brand, raising the distribution of the core lines in Oral Care & selling in a newly launched nutrition brand into all stores.
Our Solution
Recruited, trained & strategically placed four nationwide sales developers in the field in a 6 week turn around.
Identify & journey planned 800 stores from the Symbol mix to best target, based on store rankings sourced from relevant Wholesalers & Symbol Groups.
Identify deals best suited for the relevant symbols. Follow up on deliveries to build impactful displays & place best POS suited to defend Brands.
Results
In a six week period, the field team sold 350 Oral care deals, 400 Panadol deals & 350 Maxi Nutrition deals, achieving 115% of volume targets for Q2. The team also placed over 560 pieces of POS in the defence of Panadol space & brand.
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