10 Bullets for fighting a competitive battle
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Business Strategist & Growth adept -MBA (IMS) | XLRI ( TL ) FMCG | Pharma | Foods | HUL | Cussons (PZ) | Himalaya Drug | SHL | Tanzania | DRC Congo | Cameroon | CAR | Chad | Nigeria. 3 Books author
TARGET ORIENTATION
You must have a clear target for the month, for the week and for every day, for yourself and your team. Before you start the market work, you and your team should be clear about the sales and coverage you aim to achieve. At the end of the day, review the performance.
BE FIRST
Reach every outlet before your competitor. Start every operation/promotion prior to your competitor. You will sell more.
KEY ACCOUNTS - PRIORITY
Cover all key accounts, important retailers and wholesalers, cooperatives, self-service stores and super markets (accounting for 60-70% of your volumes), on a priority basis.
100% COVERAGE - CRITICAL
No outlet is small for us. Remember, about 40% of our volumes come from small shops. They should not be neglected. Every outlet must be covered rigorously and relentlessly.
MERCHANDISING
Make sure you get the best shelves, show cases windows in every outlet. Display stocks prominently. Shelve them as per norms.
POP-MAXIMUM VISIBITY
Use POPM comprising of posters, backing papers, hangers, Dummies, Sleeve etc., effectively, to get maximum exposure and visibility, at eye levels.
PUBLICITY – EARLY ADVANTAGE
If you have budgets for in-shop operations, counter girls, home-to-home, demonstrations, etc., these operations must commence at the earliest. Then, you will get incremental advantage.
STOCKS – ROUND THE CLOCK
Ensure that you are never out of stock. Your depots, stockiest and retail outlets must always have adequate stocks. In a competitive battle, not having stocks is like going to a battle, holding a gun, without any bullets in it.
STOCKS – ROUND THE CLOCK
Yes, it sounds trivial. But be very early. An early bird gets the first catch. Make sure your market operations commence sharp at 9:00 a.m. Your coverage and callage will improve. Result: Higher sales.
STOCKS – ROUND THE CLOCK
We are in this game for winning. Not for just being one of those “who also ran”. Being victorious is our single-minded objective. Only those who win are respected and remembered. This, we must never forget.