• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Sales Management - Bausch & Lomb Presentation

on

  • 1,316 views

 

Statistics

Views

Total Views
1,316
Views on SlideShare
1,316
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Sales Management - Bausch & Lomb Presentation Sales Management - Bausch & Lomb Presentation Presentation Transcript

    • John Hardy, Alex Heide, Ross Gregerson & Laura Grbavcich
    • Company Background
      • Founded in 1853—Bausch received a $60 loan from Lomb
      • Developed array of optics products & first flexible frames
      • 12,000 employees servicing over 100 countries
    • Customer Base
      • Optometrists (OD’s)—non-MD’s—able to prescribe eye-health pharmaceuticals
      • Ophthalmologists (MD’s)—mostly surgeons
      • Purchase surgical equipment
      • Prescribe pharmaceuticals
      • Diagnose & refer patients
    • Business Portfolio
      Sold cleaning solutions to OTC’s in large retailers
      Sold 5 major lens brands to OD’s
      Sold prescription pharmaceuticals
      2 Divisions:
      • Refractive
      • Cataract/Vitreoretinal
    • Business Portfolio
    • Market Overview
    • Sales Force Phases
      Phase 1
      • Present one face & expand customer education
      • Convergence of previously isolated divisions
      • Management restructuring to identify cross-selling opportunities
      • Target larger accounts to leverage full product line
    • Sales Force Phases
      Phase 2
      • Consulting firm to reassesses market position
      • Cross-selling’s potential to increase wallet share
      • Minimize “windshield time”
      • Surgery group wanted independence back
      • Vision & Pharmaceutical TM’s became “Eye Health Reps”
    • Problem 1 – Underinvested in R&D
      Competition is gaining wallet share while B&L becomes stagnant in innovation
    • Recommendation 1 – Invest in R&D
      • More retained earnings, less dividends
      • Communicate vision & goal to shareholders
      • Goal:  #1 or #2 in every product category 
      • Focus on weakest lines without neglecting others
      • Potentially re-appropriate funds from other departments  
    • Problem 2 – Brand is Weak
      B&L is not competing on price, so they must push the quality aspects of their brand
    • Recommendation 2 – Strengthen Brand
      • Generate “one stop shop” awareness with ad campaign
      • Cross-promote all products
      • Focus on consumers, not just customers
      • Consider advertising to ethnic populations
    • Problem 3– Organic Growth
      B&L needs to build its B2B customer base in order to grow sales & profits
    • Recommendation 3–Build Incentivized Referral Network
      • Reach out to current loyal customer base
      • Referrals for appointments, not sales  
      • One-time incentive per 3 appointments generated ($50 or $100 gift cards)
      • Doesn’t require extensive time commitment
    • Summary of Recommendations
      • Greater investment in R&D
      • New brand-building marketing initiatives
      • Referral network to grow customer base
    • Questions?