Example Wholesale Distribution Model

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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Documents

Example Wholesale Distribution Model