“ Brazilian best in class execution of the international headquarters strategy”
Garoto is the largest chocolate producer in Latin America. After it´s acquisition in 2002, Nestlé starts a new era of investments and results. Garoto accounts for 60% of Nestlé´s confectionery business in Brazil regarding NPS and EBIT.
“ Whenever, wherever, however” is the expression of Nestlé´s aim to have its products always at an arm´s reach of shoppers. A Loja Perfeita Garoto is the local execution of international business models, distribution strategies and point of sale solutions to meet this objective, focusing on Avalilability, Visibility and Acessibility in onder to reach the market share leadership.
THE CHALLENGE To build the execution excelence culture at the sales force in order to secure the Right Product (sku), in the Right Channel, at the Right Price Point, in the Right Location, with Right Tools .
Acording do AC/Nielsen, +17.400 new stores introduced Garoto´s products THE RESULT: NUMERIC DISTRIBUTION EVOLUTION & LEADERSHIP 2003 2004 2005 2006 2007 2008 2009 2010
IN THE FOLLOWING SLIDES YOU WILL KNOW GAROTO´S MAJOR INITIATIVES REGARDING THE EDUCATION OF THE SALES FORCE IN ORDER TO CONQUEST EXCELENCE AT POINT OF SALE EXCECUTION NATIONWIDE IN BRAZIL.
<ul><li>1st and largest Network in Brasil </li></ul><ul><li>50 Independent Brokers; </li></ul><ul><li>200.000 costumers; </li></ul><ul><li>90.000 orders per month; </li></ul><ul><li>1.000 salespeople; </li></ul>GAROTO´S INDIRECT SALES FORCE STRUCTURE
GAROTO´S DIRECT SALES FORCE STRUCTURE <ul><li>06 sales offices </li></ul><ul><li>80 salespeople; </li></ul><ul><li>25 sales supervisors; </li></ul><ul><li>700 merchandisers, </li></ul>
SALES ACADEMY Training program focused on the principles of merchandising, sales techniques, competencies and attitudes.
TOP TO TOP MEETING High level meeting with distributors.
MANAGERIAL INCENTIVE TRIPS Destinations: Chile, Caribean, Australia, Hawaii
Destinations: South Africa, Thailand, India, Ireland, Scotland, Russia. VIP CLUB: LUXURY INCENTIVE TRIPS Targeting channel´s top players
IN STORE SALES EXPERIENCE Managerial staff and administrative collegues at the headquarters were invited to spend one day at the supermarket in order to better understand the sales environment and its needs.
ALTERNATIVE CHANNEL DEVELOPMENT Kiosks at shopping centers
ALTERNATIVE CHANNEL DEVELOPMENT Street vendor at music concerts