MC-study of CONSUMER GOODS:
by Johann-Hinrich Nagel
MC-study “Quo Vadis field organisation” Underlying trend for sales forces in food retails
Johann-Hinrich Nagel, managing partner of MC CONSUMER GOODS GMBH has studied in cooperation with his team the underlying trend concerning the field organisation of food retail for well-known consumer goods companies.
In the following, we have shortly summarised the trends:
1. Underlying trends from producer’s point of view:
Consulting competence and marketing know-how are the core competences of sales forces in the future.
Excellent trademarketing is the centre piece of sales force work.
Efficiency increase potential through:
- Critical selection of review markets
- Regionally optimised route planning
- Consequent use of sales force systems
Potential for increase of flexibility with regard to usage and costs for outsourcing of sales force services
Sales forces who work exclusively for a producer are evaluated, with regard to motivation as well as brand and company loyalty, not worse than producer-owned organisations
2. Underlying trends from trader’s point of view
The outlet level of trade is not at all ready to abstain from producer’s sales force.
Current manufacturer’s sales force does not meet trade expectations in every areas
The quality of provided marketing measures is considerably extendable
Increasing importance for manufacturer’s sales force for the areas:
- Optimisation of turnover/profit (consulting)
Criteria for worthiness of a visit:
- Size of marketing area
- Interest in cooperation of market owner
- Degree of influence
instead of market size and market turnover
Potential of mid place and independent retailer
Engagement, expertise and regular contact are more important than the differentiation between external or internal sales force
Continuity is the supporting pillar for a fruitful business relationship.
Should you have further questions or require a presentation of the complete study please mail to Mr. Johann-Hinrich Nagel on Johann-Hinrich.Nagel@marketing-corporation.de or write to Johann-Hinrich Nagel, Managing Director, MC CONSUMER GOODS GMBH, Louisenstrasse 120, 61348 Bad Homburg or give us a call on +49 (0)6172 964-3