"ROUTE TO MARKET"
More than 70% of FMCG expenditure goes through indirect channels which are out of the control perimeter to vendors, and the majority of shopping decisions are made in Point of Sales.
KEY TAKE AWAY: WHAT SEEMS RIGHT, DOESN´T PROPER SELL
Even if you may have a fine tuned value proposition targeting the ideal segment, you may fail if you lack the adequate connection between offering and demand, be it virtual (on line), physical (brick and mortar stores), your own (direct sales) or external (distributors and wholesalers)
SO THAT PRODUCTS ARE VISIBLE AND ACCESSIBLE IN APPROPRIATE POINT OF SALES ACCORDING TO YOUR TARGETS, CAMELOT CONSULTING SERVICES HELP TO:
DESCRIBE THE BEST LOCATIONS THROUGH:
- - Consumption strength analysis
- - Optimal coverage assessment
DEFINE BEST POSSIBLE POSITION FOR YOUR PRODUCTS IN POINT OF SALE THROUGH:
- - Sales Action Models
- - Trade Marketing Tactics
ACTIVATE REQUIRED TRADE CHANNELS THROUGH:
- - Client segmentation
- - Best “account growth planning” practices
DESCRIBE THE BEST LOCATIONS THROUGH:
DEFINE BEST POSSIBLE POSITION FOR YOUR PRODUCTS IN POINT OF SALE THROUGH:
ACTIVATE REQUIRED TRADE CHANNELS THROUGH:
- - Consumption strength analysis
- - Optimal coverage assessment
- - Sales Action Models
- - Trade Marketing Tactics
- - Client segmentation
- - Best “account growth planning” practices
SUCCESS CASE
While devising the 3 Years Strat Plan for a leading groceries manufacturer under indirect distribution in the Spanish market, client distributors are segmented in three clusters:
RESULT: STREAMLINING ROUTE TO MARKET COST, WOULD BE EQUAL TO A +10% INCREASE IN NET INCOME FOR THIS COMPANY
SUCCESS CASE 2
A leading European food manufacturer redefines its sales practice in point of sales in order to allow its brands high visibility KPI while reducing non-productive costs.
To this aim, client portfolio is consolidated, focusing sales activities in top 78% most valuable clients while increasing 3% additional resources in these clients.
NET INCOME INCREASE OVER +4% TOGETHER WITH A
- 19% COMMERCIAL COST REDUCTION
