Offering effective tertiary sale

support

For FMCD - retail business

From CMO Axis

The last few years have seen stiff competition for leadership inthe Indian Desktop, laptop and smart phone market, especiallyamong

◦ HP

◦ HCL

◦ Lenovo

◦ Samsung

◦ Dell

◦ Sony

◦ LG

◦ ACER

◦ Wipro

◦ Toshiba

◦ Other Low Cost Providers

Too many

choices …

which one do I

go for ???

How the customer perceives his ‘moments of truth’ with the touch

points of the company

Most Retail business’s focus is to drive volume among the masterdistributors and retail business units

While primary and secondary sales are taken care, the salesownership of tertiary sale is not largly owned by the company

Current scenario is that the retail owner has too many brandslined up in his store and there is no specific influence on thecustomer to buy a specific product in the store

Liquidating the stocks shelved at the retail outlets is the only wayto increase the volume of sale to distributors

Attract, retain, monitor and train in store promoters (ISP’s) to

increase their productivity and ensure uniformity in projecting

the Brand of the company

Measuring the ROI made on a sales program and monitoring

scalability

Who own the responsibility of pushing products to the end

customer (actual buyer)?

Measuring incremental growth in the sales volume in each outlet

CMO Axis’s Tertiary sales program

Identification of outlets based on

category (A / B / C)

Understand current outlet

productivity

Identification, training

and deployment of

resources

Set targets and strategy implementation

(ground promotion / visibility / instore

branding) to increase current market share in

outlet

Execution of strategy

Enhanse instore experience

Measure incremental

sales delivery

Srinath Krishnan+91 9741540004