Adams Brands Case Study

Οικονομικό Πανεπιςτήμιο Αθηνών MBA Full Time

Μάθημα
Διοίκηςη Πωλήςεων & Τεχνικζσ Πωλήςεων
Διδάςκων
Παναγόπουλοσ
Case Study
“Adams Brands”

Ομάδα Εργαςίασ
Αντωνίου Γιάννησ
Σουζρεφ Νίκοσ
Σωτηρίου Σοφία

Διοίκηςη Πωλήςεων & Τεχνικζσ Πωλήςεων| “Adams Brands” Case Study

Agenda
1. Introduction
2. Situation Analysis
3. Identification of Key Problems
4. Identify and Evaluate Alternatives
5. Select a Course of Action
6. Conclusion

Οικονομικό Πανεπιςτήμιο Αθηνών | MBA Full Time


1. INTRODUCTION



1. Introduction
 Warner-Lambert Inc.
 Warner-Lambert Canada Ltd.

 Adams Brands in Canada:
 Sales over $100 million



Product Line

Portable breath
Chewing Gum Cough tablets & antacids Other
fresheners

Chiclets Certs Halls Blue Diamond Almonds

Dentyne Clorets Rolaids Sparkies Mini-Fruits

Trident



Market Shares (1998)
Market Share

Adams
Cadbury/Nielson
Rowntree
Nabisco/Hershey
Wrigley's
Effem Foods Ltd.
Richardson-Vicks
Others



2. SITUATION ANALYSIS
[SWOT]



Strengths
 Leading market share (23%)
 Product quality
 Strong marketing management
 Excellent customer service
 Provision of store display racks
 Customization of displays according to retailers’ needs



Weaknesses
 Dependency on retailers (2/3 of volume sold through them)
 Sales representatives less sophisticated than the buyer’s ones



Opportunities
 Price increases – Higher profit margin
 Impulsive purchases
 Catering to the retailers needs
 Confectionary products very profitable for retailers
 Long term relationship and personal association of manufacturer’s
representative and retailer’s buyer
 Space sold in store by the retailer’s buyer



Threats
 Former Key Account Supervisor recent transfer to major
competitor
 Aging population – Marginal decline of sales in units
 Chocolate products displayed on the same space – both
products, gums and chocolate based on impulsive purchasing thus
competitive
 Rising competiveness of competitor Effem
 Retailers’ influence in trade promotion decisions
 New breed of buyers, highly educated, more sophisticated and
exigent on analysis and forecasting along with the seller’s
proposition



3. IDENTIFICATION OF KEY
PROBLEMS



3. Identification of Key Problems (1)
 The problem: Which of three candidates Ken should hire as
key account supervisor for the Ontario region.

 Job characteristics:
• Close working relationship with 8 major accounts in Toronto
area
• Presentations to retail buyers every 3 to 6 weeks
• Proposals concerning promotions, deals e.t.c.
• Midyear reviews presentation
• Devise and preset plan-o-grams and be involved with the
installation of the displays
• Store checks
• Build on competitive intelligence
• Working with field staff



3. Identification of Key Problems (2)
The ideal candidate – Key attributes
1. Experience
2. Knowledge of industry
3. Personal selling skills
4. Analytical skills
5. Former education
6. Creativity
7. Ego drive/motivation
8. Self confidence
9. Empathy
10. Initiative


4. IDENTIFY AND EVALUATE
ALTERNATIVES



Requirements Evaluation
Experience
***
Knowledge of industry
*****
Personal selling skills
****
Former education
***
Creativity
*
Ego drive/motivation
**
Self confidence
*
Empathy
**
Initiative
**



Experience
**
*
***
Former education
**
Creativity
**
****
Self confidence
****
Empathy
***
Initiative
****



Experience
*****
***
*
Former education
*
Creativity
**
***
Self confidence
***
Empathy
***
Initiative
***



5. SELECT A COURSE OF
ACTION



5. Select a Course of Action
Requirements Weights Cohen Fisher Moore
Experience
10 *** ** *****
9 ***** * ***
8 **** *** *
Former education
7 *** ** *
Creativity
6 * ** **
5 ** **** ***
Self confidence
4 * **** ***
Empathy
3 ** *** ***
Initiative
2 ** **** ***
TOTAL
150 132 126



5. Conclusion
 Based on the previous analysis we can see that the most qualified
is Lydia Cohen.
 She has excellent score on the top 4 key-characteristics that we
require from the candidate.
 The lack of higher score on the rest key-characteristics is of less
importance but may there be improvement through excessive
guidance, mentoring and further training.
 Apart from these, Lydia is interested in working in the Toronto
area and specifically on the sales task, something that may be
indicator of her future loyalty.



Ευχαριςτοφμε!


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