Category Archives: P&G


Case Studies
Max Factor

Sales, Sales Force, Merchandising
The challenge

In 2010 Procter and Gamble decided to outsource their sales force and focus on their core strengths, making innovate products and bring them to markets. As CPM where already delivering their supermarket sales force P&G / Max Factor decided to contact CPM in order to maintain their sales and merchandising in drug stores. CPM took over liability of their people and continued with the field team and agreed strategy.

Our Solution

After we took on board the field team we started optimising the store planning, changed some regions using the latest optimisation technology available in our group and brought our experience and expertise in from clients sharing and re-applying our success into the newly designed field sales team.
We directly saw the positive effect on sales climbing up to I X 108 managing the make-up units and selling custom-made year plans to the retailers. In 2015 P&G sold Max Factor to COTY. Although the strategy of COTY made some changes we are still successfully working with Max Factor with a passionate team of Sales Development Representatives that still have a great and trustful relation with the retailers.

Results

Year on year growth for the Max Factor brand in-store, being one of the best represented make-up brands in drug stores in The Netherlands with a strategy change that worked and still gets tuned quarterly to maintain the success and keep the pace.

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Case Studies
P&G

Sales, Field Sales
The challenge

P&G has been a CPM Netherlands client since they bought Gillette back in 2005.
CPM serviced Gillette and P&G asked CPM in order to build and maintain distribution in-stores to recruit a dedicated field sales team. The so called (9 ) Store Development Representatives, along with 1 field coach and 1 account executive, are responsible for P&G’s portfolio merchandising in both drug stores and supermarkets in the Netherlands.

Our Solution

CPM recruited a dedicated entrepreneurial team of people to be responsible for informing stores on new initiatives, ensuring the “power SKU’s” are available and on shelf inline with headquarter or store agreement. In addition increase share of shelf where/when applicable, avoid out of stock situations and optimise second placements in store to drive sales. Using the Retail reporting module designed by Omni ISG on the Salesforce platform we report back the results and issues directly to our point of contacts in the P&G office in Rotterdam, enabling the account managers to be in the driving seat when talking to their clients.
The field coach and account executive sit in the office one day a week and join meetings with the P&G teams, they work closely together maximising the opportunities for each call cycle and bring expertise and learnings outside – in.

To streamline data we make use of innovative tools in order to keep improving the sales and merchandising process.

Results

A strong and flexible partnership has been built over the years securing all of our learning and share of information and recommendations.

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Case Studies
P&G

Merchandising, POS Merchandising
The challenge

CPM India manages the POS Merchandising of all direct Modern Trade Outlets across the country. We cover 1,300 + stores with a field sales team of 600+ POS merchandisers and supervisors across 142 cities PAN India.

Our Solution

Key deliverables:

  • In-store order generation
  • Brand recall by executing effective displays.
  • On-shelf availability by timely stock replenishment.
  • Ensuring all POS is at maximum capacity.
  • Ensuring effective promotional availability.
  • Improved shelf space for P&G products.

Results

  • Generated over 6 million worth of product orders at store level.
  • Increased sales of 700 Million for P&G India.
  • Increased brand presence.
  • Maintaining brand share for each store.
  • Create multiple touch points for P&G at store level.

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Case Studies
P&G (DMR)

Merchandising, POS Merchandising
The challenge

CPM India manages the POS Merchandising of all direct Modern Trade Outlets across the country. We cover 160 + stores with a field team of 400+ merchandisers and supervisors across 142 cities PAN India.
To ensure merchandising of the P&G brands within the category as per the brand discipline. To improve merchandising by generating store level orders. Improve store engagement.

Our Solution

We ensure :

  • Store level orders
  • On-shelf availability by timely stock orders.
  • Ensuring 100% asset execution.
  • Ensuring effective promotion availability & brand visibility.
  • Creating orders at store level to ensure effective merchandising.

Results

Assisted sales of Rupees 700 Mn for P&G India ( monthly)
Increased brand presence
Additional orders worth 60 Mn
Maintaining brand fair share for each store
Improve store engagement

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Case Studies
Olay

Sales Activation, Beauty Ambass
The challenge

CPM Thailand operates a dedicated Beauty Consultant Operations team for Procter & Gamble across the Modern Trade and Pharmacy channels.

Our Solution

The team of highly trained Beauty Consultants have clear in-store tasks to maximise their effectiveness and ROI in every store:

  • Optimize existing day-to-day sales performance and increase trial in a highly competitive environment.
  • Develop a Beauty Consultant team, which delivers the enhanced value position to Olay customers within retail partners.
  • Leverage the Beauty Consultant investment by Olay via, right place, right target, right people, right coaching, right rewards, and right tools for engagement, right measurement and reporting in a retail environment.
  • Create opportunities to deepen and extend the brand relationship at retail level.

Results

Beauty Consultant stores out performing all non-assist stores x 2 times.

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