Example Wholesale Distribution Model
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Transcript of Example Wholesale Distribution Model
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8/3/2019 Example Wholesale Distribution Model
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PROJECT BUSHFIRE
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` The new distribution system focuses on
segregating the trade into two models Wholesale: key focus on placement and representation
in all retail channels of trade and to downscale B.O.P
Retail: Focus on achieving placements and velocity of
our products through key retail and level two
supermarkets.
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I
C
PL
SmallW/S
stockist
COSMETICSHOPS /
ChampionsShop.
S/markets (Chain)Key accounts
S/markets Level twostores
Institutional Stores
Mini cosmeticshops
Mini /Supa dukas
Dukas (Groceries)
SS
HH
OO
PP
PP
EE
RR
SS
Retail EnvironmentsService Environment
Direct
Trade
60%
Indirect
Trade
40%
AREA SUPERMARKET REP
Salons
Wholesaler(Traditional
and logistics)
Kiosks
(12.5.0%)
(12.5%)
(15%)
(15%)
10%)
(10%)
(7.5%)
AREA W/SALE REP Champion shop )
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` Synergize our distribution model to specifically
align with each trade and models.
` Achieve and improve our placements and
representation as we shall have moreunderstanding of the channels, channel traffic and
customer needs.
` Reduce the cost of logistic and improve on our
delivery turnaround time.` Key strategy to defend our tuff in view of emerging
competition
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` Trade resistant due to benefit of credit and trade
terms previously enjoyed.
` Learning curve time to adopt and perfect the
systems.` A drag in sales before stabilization of ordering.
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` Carry out pilot distribution in selected area anddistributors and roll out in phases within April.
` Use of SMS and bulk message to inform anddirect the traffic to key wholesalers
` Training of market developers, channeldevelopers and trade staff on the advantages ofthe new project.
` Increased ordering under CBA & CDA that
guarantee trade off movements or return to base.
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` WHOLESALER Each participating key wholesaler has been mapped according
to the market needs A market developer will be attached to the trader to ensure that
the placements of all the products and services the market
outlets A cluster of several key wholesalers will be under a
supervision of a channel developer to oversee that eachdeveloper outreach is achieved.
The market developers sales and delivery will be guided byLPPC (Least Product per Productive Call) among the model
shops in the location. On numeric representation the channel developers and MDswill ensure that we place our products, category and SKUequivalent to the competitor product that outlet is selling.
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` KEY RETAIL The retail supermarkets include level 2 &3 supermarkets
in all the regions.
Merchandisers will act as the channel developers for
each supermarket where they uplift the orders and over
see stock management.
The sales representatives under the Retail Program
(Area Retail Sales Rep) will oversee all the
merchandisers and promotion in the listed area.
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` Pick up various data on excel and how it has been
allocated.
Link directly on excel sheets.
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` (Tasks and deliverable remain the same.)
` Ensure timely and market specific orders under
the program.
` Manage and supervise the support staff under thesystem.
` Capture insight and data that will be useful to
sustaining the program
` Build customer relationship and improve onmarket understanding.
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` Staff allocation
` Management of sales support.
` Demarcations.
` Numbers on supermarkets.
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April 1st April
4th -14thApril
10th -30th15-30 May
2nd
1. Introduction &
Deliberation
1. Piloting of program
1. Recruitment & training of
staff
1. Phase 1 Roll out
1. National Changeover &
Roll out
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