retail tertiary sales program for consumer durable brands
Post on 06-Jul-2015
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Offering effective tertiary sale
support
For FMCD - retail business
From CMO Axis
The last few years have seen stiff competition for leadership inthe Indian Desktop, laptop and smart phone market, especiallyamong
◦ HP
◦ HCL
◦ Lenovo
◦ Samsung
◦ Dell
◦ Sony
◦ LG
◦ ACER
◦ Wipro
◦ Toshiba
◦ Other Low Cost Providers
Too many
choices …
which one do I
go for ???
How the customer perceives his ‘moments of truth’ with the touch
points of the company
Most Retail business’s focus is to drive volume among the masterdistributors and retail business units
While primary and secondary sales are taken care, the salesownership of tertiary sale is not largly owned by the company
Current scenario is that the retail owner has too many brandslined up in his store and there is no specific influence on thecustomer to buy a specific product in the store
Liquidating the stocks shelved at the retail outlets is the only wayto increase the volume of sale to distributors
Attract, retain, monitor and train in store promoters (ISP’s) to
increase their productivity and ensure uniformity in projecting
the Brand of the company
Measuring the ROI made on a sales program and monitoring
scalability
Who own the responsibility of pushing products to the end
customer (actual buyer)?
Measuring incremental growth in the sales volume in each outlet
CMO Axis’s Tertiary sales program
Identification of outlets based on
category (A / B / C)
Understand current outlet
productivity
Identification, training
and deployment of
resources
Set targets and strategy implementation
(ground promotion / visibility / instore
branding) to increase current market share in
outlet
Execution of strategy
Enhanse instore experience
Measure incremental
sales delivery
Srinath Krishnan+91 9741540004
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