Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
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
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