SPECTRUM BRANDS
Group-4:Anjali Gera (221001)Ananyo Deep Saha (221019)Anvesh
Reddy Methuku (221032)Itika Aggarwal (221056)Akshay Bharadwaj
(073003)Debpriya De (073012)SPECTRUM BRANDSPresented to:Prof.
Bhalender Singh Nayyar1. Analysis of MarketsMarketShareCompany
SalesOverall SizeSourceBattery & Lighting14%10627586pg 6Shaving
& Personal25%4141656pg 6Lawn & Garden &
Insect23%4471943pg 7Insect24%150625pg 7Pet Products8%2863575pg 7Net
Sales2359(in millions)Market SizesCompetitors, Consumer Behavior
& ChannelsMarketCompetitorsConsumer behaviourChannels of
distributionBatteryDuracell (40%), Energizer (40%)Convenience,
quality, brand namesWholesalers, distributors, professionals, OEMs,
mass merchandisers, home and garden centres & niche electronic
stores (60%)ShavingNorelco, Braun, Conair, HelenSeasonal, purchased
as giftsMass merchandisers, specilaity retailersGardenScott (30%),
CGPC (17%)Affluent baby boomers, seasonalMass merchandisers, home
centres, independent nurseries & hardware storesInsectScott,
S.C.JohnsonAwareness of insect-borne diseasesMass merchandisers,
home centres, independent nurseries & hardware storesPetCGPC
(9%), Hartz MountainCompanion, high disposable incomeSpecilaity pet
stores, independent pet retailers, mass merchants, grocery stors
& professional outlets4. Problems might encounterExternal
factors (customers & competitors)Relationships with customers
will have to be refinedCompetitors might act aggressively and over
take during the transition period
Internal factors (employee reaction)Employees may resist the
change in sales force structureEmployee turn-around might increase
due to increase in workload for certain markets/channelsCost of
training required for employees might be greater depending on their
learning ability5. What would be the impact of the changes
suggested by you on sales staff morale? The employees from both
Rayovac/Remington and Nu-Gro might feel apprehensive about the new
developments.Sales representatives might be concerned about their
future employment status.The employees might be averse to the
overall changes, and might take some time to adjust to the new
set-up.
What can Falconi do to minimize it?Creating a reasonable and
effective commission structureInstituting an elaborate system of
perks and incentivesRecognizing sales achievementsRegaining the
trust of the employees through transparency in communication and
conduct
6. Brands with DistributorsSpectrum Brands should continue with
distributors for Tetra company for specialty pet products, though
it costs 15% of the revenue as against 2-3% for the sales people
due to:
Since the market with pet products have largely small retailers
mostly unorganized, it will be difficult for sales people to target
them
However, if we continue with distributors to manage these small
retailers, they can leverage on existing relationships with those
retailers
