Increase sales force efficiency and effectiveness
The market shares were declining despite high quality products being on offer. A key issue seemed to be the lack off efficiency by the sales force when visiting the distribution partners due to the historical design of the sales force regions.
Complete a full market potential analysis per region in comparison to the actual sales performance with a top-down and bottom-up analysis for all 5400 points of sale. Segment the distribution partners according to their local potential, define a set of measures per segment and type of channel, reorganize the sales force regions and reorient the visits according to the potential and not sales volume.
With the reorganization of the sales regions and a focus on the high potential distribution partners, the number and quality of partner visits increased, the travel time was reduced and the market share increased again.