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Offering  effective tertiary sale
             support
   For FMCD - retail business
          From CMO Axis
   The last few years have seen stiff competition for leadership in
    the Indian Desktop, laptop and smart phone market, especially
    among

    ◦   HP
    ◦   HCL
    ◦   Lenovo
    ◦   Samsung
    ◦   Dell
    ◦   Sony
    ◦   LG
    ◦   ACER
    ◦   Wipro
    ◦   Toshiba
    ◦   Other Low Cost Providers
Too many
 choices …
which one do I
 go for ???
Retail   tertiary sales program for consumer durable brands
How the customer perceives his ‘moments of truth’ with the touch
points of the company
   Most Retail business’s focus is to drive volume among the master
    distributors and retail business units

   While primary and secondary sales are taken care, the sales
    ownership of tertiary sale is not largly owned by the company

   Current scenario is that the retail owner has too many brands
    lined up in his store and there is no specific influence on the
    customer to buy a specific product in the store

   Liquidating the stocks shelved at the retail outlets is the only way
    to increase the volume of sale to distributors
   Attract, retain, monitor and train in store promoters (ISP’s) to
    increase their productivity and ensure uniformity in projecting
    the Brand of the company

   Measuring the ROI made on a sales program and monitoring
    scalability

   Who own the responsibility of pushing products to the end
    customer (actual buyer)?

   Measuring incremental growth in the sales volume in each outlet
CMO Axis’s Tertiary sales program


                                  Identification of outlets based on
                                          category (A / B / C)




          Measure incremental                                     Understand current outlet
             sales delivery                                             productivity




                                                                           Identification, training
Enhanse instore experience
                                                                             and deployment of
                                                                                  resources




                                                          Set targets and strategy implementation
                                                           (ground promotion / visibility / instore
          Execution of strategy
                                                        branding) to increase current market share in
                                                                            outlet
Srinath Krishnan
+91 9741540004

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Retail tertiary sales program for consumer durable brands

  • 1. Offering effective tertiary sale support For FMCD - retail business From CMO Axis
  • 2. The last few years have seen stiff competition for leadership in the Indian Desktop, laptop and smart phone market, especially among ◦ HP ◦ HCL ◦ Lenovo ◦ Samsung ◦ Dell ◦ Sony ◦ LG ◦ ACER ◦ Wipro ◦ Toshiba ◦ Other Low Cost Providers
  • 3. Too many choices … which one do I go for ???
  • 5. How the customer perceives his ‘moments of truth’ with the touch points of the company
  • 6. Most Retail business’s focus is to drive volume among the master distributors and retail business units  While primary and secondary sales are taken care, the sales ownership of tertiary sale is not largly owned by the company  Current scenario is that the retail owner has too many brands lined up in his store and there is no specific influence on the customer to buy a specific product in the store  Liquidating the stocks shelved at the retail outlets is the only way to increase the volume of sale to distributors
  • 7. Attract, retain, monitor and train in store promoters (ISP’s) to increase their productivity and ensure uniformity in projecting the Brand of the company  Measuring the ROI made on a sales program and monitoring scalability  Who own the responsibility of pushing products to the end customer (actual buyer)?  Measuring incremental growth in the sales volume in each outlet
  • 8. CMO Axis’s Tertiary sales program Identification of outlets based on category (A / B / C) Measure incremental Understand current outlet sales delivery productivity Identification, training Enhanse instore experience and deployment of resources Set targets and strategy implementation (ground promotion / visibility / instore Execution of strategy branding) to increase current market share in outlet