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!


Adams Brands Case Study

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Adams Brands Case Study