Upload
tanisha-kalra
View
218
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Spectrum brand sales force case study
Citation preview
Objectives
• To analyze each of the industries in which company operates
• To develop the national sales force structure as per the given criteria
Consumer Brands Markets
• Battery & Lighting products supply market
• Major sales during Christmas
• Annual 1-2% growth
• Rayovac
• Shaving, grooming &Hair care products market
• Major sales during Christmas, fathers/mothers’ day
• Annual 3-4% growth
• Remington
• Specialty pet (aquatic) supply market
• Stable sales throughout year
• Annual 6-8% growth
• United/Tetra
• Lawn, Garden & Insect control products supply market
• Major sales during first six months, climate dependent
• Annual 4-5% growth
• United/Nu-gro
Consumer Brands Markets
38%
21%
20%
10%
6%5%
Revenues by product lines
Battery & lightingLawn & garden Specialty pet suppliesShawing & grooming Insect controlPersonal care
Considerations
• Total number of sales reps. 38
• Control over distribution channel
• Extended brand portfolio
• Maintaining relationships
• Limited time and resources
• Focus on building retail strength
• Focus on continuous growth
• Managing sales force as per sales cycles
• Creating synergies
• Organizing as per locations
• Product & market expansion
• Training & development cost
Available sales force structure
Product –brand category Vs. locations Montreal Toronto Ontario Winnipeg Calgary Vancouver
Rayovac (Battery mkt.) N.A.
Remington (Shaving & grooming
mkt.)1 6 N.A. N.A. N.A. 1
United/Nu-Gro (Lawn, garden & insect
control mkt.)3 N.A. 17 2 2 6
United/Tetra (Aquatic pet supplies
mkt.)Distributors
1
1 11
1
1
1 C.H.
1 C.H.
-1 C.H.
Product –brand category Vs. locations Montreal Toronto Ontario Winnipeg Calgary Vancouver
Rayovac (Battery mkt.)
+Remington
(Shaving & grooming mkt.)
1 5 1 1 1 1
United/Nu-Gro (Lawn, garden & insect
control mkt.)3 1 13 2 2 4
United/Tetra (Aquatic pet supplies
mkt.)Distributors (1 Country head)
Recommended sales force structure
1 Country head
1 Country head
Recommended sales force structure
Remington brands (VP – Sales & marketing)
1 Country headRayovac/Remington
10 Sales Reps.
1 Country headUnited/Nu-gro
25 Sales Reps.
1 Country headUnited/Tetra
Distributors
1 Country head = Mobile (Brand Manager)