Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

Objectives:

Enabling the sales force team to deliver on excellence of execution in an extremely cluttered market environment – the traditional trade market in Egypt – by communicating the expectations, training and delivering tools to aid them achieving the below:- Increasing Energizer Max penetration- Increasing Energizer Max conversion (from Eveready)- Promoting trade-up to Heavy Duty within the Carbon Zinc segment

Learning’s & ‘Hints & tips’:

It was a joined effort between Marketing team and Energizer Sales team as well as all distributors in the different regions; all sponsored by the Managing Director

Traders were very supportive because of the simple attention that was paid to them (and the benefit gained because of increased sales)

Keep it simple and to the point – it was a mistake to bombard the audience with a lot of info and data (shared in multiple presentations all in one day) and expect them to grasp it all and execute it

We could have used the aid of the merchandisers for back-checking to ensure that the POS materials are being effectively used and that the outlets aren’t being stocked to achieve the figures

What you did to overcome:

• An internal roadshow was launched to overcome this obstacle under one theme: TRANSFORM THE MARKET

• Marketing team, in coordination with the sales team, toured all 4 regions in Egypt to have a direct, face-to-face communication with the sales reps

• Launched a contest as part of the initiative, with attractive awards, to keep them motivated

Investment & Resources:

• POS material production: posters, danglers, hanger• Contest awards: TVs, smart phones, pictures with their

managers and the leadership team and recognition on the SharePoint and e-mails

What has been measured?

• Impact on sales volumes vs. prior year and target• Number of new outlets • Contest KPI’s (First to be seen, creativity, effective POSM

allocation, visible POSM from outside, stock levels and Schick availability)

Challenges• Getting all the sales reps to fully grasp the reason behind this

initiative and keep them motivated to achieve the objectives at the standard required

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

Initiative details

• The marketing team visited all districts nationwide to communicate with the distributors and the sales reps:

• Insights• Commercial objectives• Visibility tools that will be provided• Training on how to develop in store visibility within small cluttered outlets (5

interactive video’s were developed)• Measurement KPI’s• Contest mechanics

• Direct communication to the entire sales team, where we managed to deliver our message directly to around 170 sales reps.

The Theme of the roadshow was:

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

What was achieved - Data

• 170 salesmen received training on 1st to be seen in-market execution

• 5 different types of POS and merchandising tools developed

• More than 800 outlets submitted for visibility contest excellence of execution nominations

• 8 sales men have won on the visibility contest

• Energizer gained +1.5% volume share and +3% value share generated from small groceries

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

Executional tools: Consistent message across all communication vehicles; 5XLL

5x Longer Lasting Hanger

DANGLER

5x Longer Lasting Posters

Display

Sheet

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

What was achieved – Visuals or testimonial

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

What was achieved – Visuals or testimonial

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

What was achieved – Visuals or testimonial

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

What was achieved – Visuals or testimonial

Some of the winning salesmenwith Egypt’s Leadership team

Confidential! Internal Energizer use only

Enabling Excellent ExecutionE3

Visible Numeric Distribution – Egypt Traditional Trade

Further Communication

MEA newsletter

SharePoint Link:Energizer Internal Roadshow

Confidential! Internal Energizer use only