RETAIL MARKET PENETRATION
Objective
- RMP was due to the need to drive penetration of some of Unilever’s widespread brands and innovations (newly launched products) and develop a parallel route to market for these strategic SKUs which are of a lower contribution to the current business.
- Increase the current volume contribution of the focus brands from 5% to 25% and also increase current wholesale/retail penetration by 15% by the end of the 14 months period.
- Increase sales growth of focus SKUs in order to gain a higher market share.
Activity/Task
- Engage 750 Sales Order Reps (SOR) Pan Nigeria, who scout, canvass focus brands to wholesalers within the OM and its nearest neighbourhood and ensure most of these wholesalers list the focused brands in their subsequent orders.
- Daily order target of N50,000 per SOR which must translate to sales.
- SORs data capture all engaged wholesalers and develop a route plan for follow up.
Outcome
- Successfully turned some of the innovation brands into major forces
- Sales volumes by end of first 11 months of project in excess of N4billion (Four Billion Naira)