Category Archives: Field Sales


Case Studies

Microsoft

CPM provide a dedicated, full-time field sales team across Ireland for Microsoft

The challenge

CPM provide a full time field team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

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Case Studies
Lucozade Ribena Suntory

Sales, Field Sales, Merchandising, POS Merchandising
The challenge

CPM were asked to provide a solution to cover 738 retail outlets in Northern Ireland with sales and merchandising services. This coverage was to be achieved at the most efficient resource cost possible.

Our Solution

On analysing the market and the call-file, CPM proposed a solution that would provide a more targeted and impactful service, whilst only utilizing 50% of the previous resource levels. CPM recruited a field sales team comprising a Sales Manager, 3 Direct Sales Reps and 6 Indirect Sales Reps.

The top 20% of stores are called on weekly with the next 50% called upon fortnightly, the remaining monthly. Key accounts are as follows:

  • Musgrave Retail (Supervalu/Centra/Mace) & Wholesale
  • Henderson's (Spar, Eurospar & Vivo)
  • NISA & Costcutter, Dunnes & Independents

Results

During 2013, we increased share of space by 2% (an improvement of 10%).
For 2013 sales revenue increased by 6% despite a reduction in resources of almost 50% and a declining overall market.

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Case Studies
GSK

Sales, Field Sales
The challenge

CPM was set the task by GSK to call on 800 symbol stores each month, selling 3 category deals by means of transfer orders. In conjunction with the task of selling into 800 stores per month, we were also tasked with defending the Panadol brand against a cheaper aggressive competitor brand, raising the distribution of the core lines in Oral Care & selling in a newly launched nutrition brand into all stores.

Our Solution

Recruited, trained & strategically placed four nationwide sales developers in the field in a 6 week turn around.

Identify & journey planned 800 stores from the Symbol mix to best target, based on store rankings sourced from relevant Wholesalers & Symbol Groups.

Identify deals best suited for the relevant symbols. Follow up on deliveries to build impactful displays & place best POS suited to defend Brands.

Results

In a six week period, the field team sold 350 Oral care deals, 400 Panadol deals & 350 Maxi Nutrition deals, achieving 115% of volume targets for Q2. The team also placed over 560 pieces of POS in the defence of Panadol space & brand.

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Case Studies
Pepsico

Sales, Field Sales
The challenge

PepsiCo asked CPM France to carry out anti-out-of-stocks operations to guarantee the visibility of summer products: Lipton Ice Tea, Tropicana, Alvalle, Pepsi, Lay’s and Bénénuts.
Every day each summer, people stock up on summer products at the major supermarkets along the Atlantic and Mediterranean coasts: drinks fresh products, snacks… Retailers see a steep increase in activity and find it hard to meet this seasonal demand.
To guarantee the availability and visibility of its products, PepsiCo decided to focus on coastal regions and more generally on tourist areas each summer.

Our Solution

Alongside the sales teams sent on behalf of PepsiCo all the year round, CPM France sent out seasonal sales merchandisers teams from April to the end of September 2016. In 53 sectors, mainly in coastal regions and the Paris area, the teams aimed to increase visits to shops to effectively guarantee that as little stock was sold out as possible.
By setting up this sales merchandisers team, PepsiCo sought to ensure zero stock shortages in stores with a result that was directly visible on the shelves. The promotional team made sure, on a daily basis, that PepsiCo products were clearly visible and that all fresh products respected the best-before date

Results

10 000 VISITS MADE BETWEEN APRIL AND SEPTEMBER 2016
77% OF REVENUES MADE THANKS TO ANTI-SHELF SHORTAGE CAMPAIGN AND HIGHLIGHTING PRODUCTS

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Case Studies
Coca Cola

Sales, Field Sales
The challenge

CPM Thailand operates the field merchandising of 519 outlets covering major retailers including Makro, Tesco Lotus, Big C, Tops, The Mall, Foodland and other supermarkets with a fully dedicated field merchandising team of 270 heads.

Our Solution

The team of Modern Trade specialists have clear in-store tasks matched with an allocation to time to maximise their effectiveness and ROI in every store:

  • Manage the Coca-Cola fundamentals
  • Active selling at shelf included in call time allocation
  • Stock reporting and out of stock SKUs
  • Install promotional POPs
  • Track promotions & marketing activities of competitors
  • Check daily promotional price movement per outlet
  • On-time reporting and analytics

Results

Achieved all of Thainamthip’s KPI for in-store.

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