Procter&Gamble ha scelto CPM come partner per presidiare i supermercati italiani con un focus specifico sulla product availability. Infatti qualsiasi attività di retail marketing, anche se correttamente pianificata e comunicata al consumatore, diventa efficace solo se il prodotto è disponibile e ben visibile sulle strutture espositive del punto vendita.
Procter&Gamble vuole costantemente migliorare la distribuzione sui punti vendita top del canale supermercati con un progressivo incremento delle qualità espositiva secondo le guidelines fornite dal brand.
Our Solution
Una Field Force completamente dedicata in grado di instaurare un dialogo continuo con gli Store Manager ed implementare action condivise e di reciproco vantaggio che si traducono in una migliore esperienza in-store per lo shopper e quindi vendite incrementali. Tutte le informazioni qualitative e quantitative monitorate sui punti vendita sono messe a disposizione di Procter&Gamble tramite un avanzato sistema di business intelligence caratterizzato da una modalità di navigazione semplice e intuitiva.
Results
Abbiamo osservato un miglioramento progressivo della qualità dell’assortimento trattato dai punti vendita presidiati e raggiunto livelli di distribuzione ponderata in linea con le aspettative del Cliente.
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Case Studies
P&G
Riduzione Out of Stock e Store Improvement
The challenge
La riduzione dell’out of stock (OOS) e la Visibilità In store sono fondamentali per favorire il Sell Out, specie in un canale come quello della Grande Distribuzione Specializzata. Non bisogna però sottovalutare l’importanza del Training di prodotto, che rappresenta la chiave per valorizzare la tecnologia e l’innovazione che da sempre contraddistinguono i prodotti di Braun (Rasatura, Epilazione) e Oral B (Igiene Orale).
Our Solution
Dal 2012 operiamo sul Filed con un team di risorse dedicate, che supporta la sales force di Braun e Oral B nelle sfide quotidiane sul punto vendita. La nostra rete di specialist ha il compito di monitorare e verificare la visibilità delle strutture espositive, nonché di redigere approfonditi reporting, contribuendo alla riduzione dell’OOS. Infine, la formazione mirata per il personale di vendita, oltre a fornire informazioni sui prodotto, offre insight su come migliorare la relazione con gli acquirenti.
Results
Grazie alle oltre 12.000 visite annue effettuate, siamo riusciti a ridurre di diversi punti percentuali la media dell’OOS, ad incrementare il numero di strutture di Visibilità e a organizzare training d’aula multi-store.
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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
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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