Channel performance
$1.2 billion distributor of alcoholic drinks, private equity owned.
Key Deliverable: How to reverse declining share & increase revenues by >10%.
Approach:
- Re-design and implement Route to Market model/structure with emphasis on segmentation
- Re-focus sales effort and develop/deploy targeted campaigns
- Align the resources/investments with current/potential profit pools
- Re-align sales/merchandising/delivery activities by segment
- Re-align targets and incentive to focus on segment potential and account profitability
- Training, development and coaching for all sales staff
- Revised performance management system
Results:
- Step 1: Market share increased by 7% and revenues by 4%
- Step 2: Market share growth of 5-10% targeted with revenue increase of 10%
