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TRADE/CHANNEL PARTNERS
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Client: International Cement Manufacturer
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Situation:
Client wanted to increase sales volume and improve the company's cash position from their retail trade partners.
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Solution:
A loyalty
program skewed on exclusivity was developed where retailers were motivated with
non-cash rewards based on their purchases, on-line cash payments and most especially,
for remaining exclusive to the company.
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Results:
- Increased sales volume through
exclusive retailers.
- Dramatic increase in cash payments
from exclusive retailers.
- Substantially reduced outstanding
receivables.
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Client: International
Petroleum Corporation |
Situation:
Client was experiencing declining
market share in identified traditional retail trade areas in Metro Manila due to
very low brand visibility and availability.
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Solution:
The recommendation was two-pronged:
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Reward owners of retail trade
outlets based on adherence to merchandising standards developed by Client. An audit
team went around on a regular basis to measure retail adherence.
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Reward frontliners based on their knowledge of the product.
Quiz cards were given on a monthly basis wherein frontliners were asked to answer
5-item quiz about the product. Raffle entries were given for every correct answer
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Results:
- Response rate of 100% from frontliners.
- Market penetration targets were exceeded.
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Case Study: International
Pharmaceutical Company |
Situation:
The market for children's
vitamins was growing by 6.6%. However, the Client's brand experienced a sales decline
over previous year. TVCs were only aired during the 2nd quarter of the
year to increase brand awareness among the end consumers.
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Solution:
A method to directly reward
front liners based on their knowledge of the product was implemented. Scratch cards
were given on a quarterly basis wherein product information was communicated. Frontliners
are then asked to answer a 5-item quiz by scratching the letter of the correct answer.
Raffle entries were given for every correct answer. A tear-off portion was added
to the product packaging, and turned in by the front liners along with the scratch
card, as proof of sale.
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Results:
- Response rate of 95% from frontliners that contributed
in achieving increased sales in participating drug stores.
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