Nutricia Middle East Group 3

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    NUTRICIA MIDDLE EAST :

    Measuring Sales Force EffectivenessGroup - 3

    Chitwan Singh : 13P018

    Divya Yadav :13P020

    Tejaswi Kalispudi : 13P052Vidushi Garg : 13P055

    Vikas Guleria :13P056

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    Context

    Nutricia developed and sold Infant milk formula, baby foodsand nutritional products

    In the Middle East, Nutricia was ranked 4thin market share

    Huge market growth potential : 3.7mn births (9kg vsEuropean average of 30kg) , but not realized because of

    economic difficulties Their middle east and African subsidiary was transforming

    from a trading organization to a customer centric one

    Involvement of state in provision of health services :coexistence of private and public health centers

    For Turkey Convention, Vandebussche and Hussaini wantedto measure the efficiency and effectives of the med repsnetwork

    Target segment :

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    GOALS & OBJECTIVES

    Optimization of investment in medical

    representatives

    Transformation from a trading organization to

    a customer & consumer focused one

    Measure the efficiency & effectiveness of

    Medical reps

    Size of the sales force has to be estimated for

    budgetary exercise

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    Set theStrategy

    Size the HCPtask

    Determinethe optimum

    field force

    DetermineOverall

    resource

    EstablishKPIs, Review

    and Learn

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    Measuring Efficiency & Effectiveness

    KPI :

    Sales Areas

    Sales Potential Territory changes