Tertiary sales program helps Retail business to measure investments on sales and marketing efforts

1. Offering effective tertiary sale
support
For FMCD - retail business
From CMO Axis

2.  The last few years have seen stiff competition for leadership in
the Indian Desktop, laptop and smart phone market, especially
among
◦ HP
◦ HCL
◦ Lenovo
◦ Samsung
◦ Dell
◦ Sony
◦ LG
◦ ACER
◦ Wipro
◦ Toshiba
◦ Other Low Cost Providers

3. Too many
choices …
which one do I
go for ???

5. How the customer perceives his ‘moments of truth’ with the touch
points of the company

6.  Most Retail business’s focus is to drive volume among the master
distributors and retail business units
 While primary and secondary sales are taken care, the sales
ownership of tertiary sale is not largly owned by the company
 Current scenario is that the retail owner has too many brands
lined up in his store and there is no specific influence on the
customer to buy a specific product in the store
 Liquidating the stocks shelved at the retail outlets is the only way
to increase the volume of sale to distributors

7.  Attract, retain, monitor and train in store promoters (ISP’s) to
increase their productivity and ensure uniformity in projecting
the Brand of the company
 Measuring the ROI made on a sales program and monitoring
scalability
 Who own the responsibility of pushing products to the end
customer (actual buyer)?
 Measuring incremental growth in the sales volume in each outlet

8. CMO Axis’s Tertiary sales program
Identification of outlets based on
category (A / B / C)
Measure incremental Understand current outlet
sales delivery productivity
Identification, training
Enhanse instore experience
and deployment of
resources
Set targets and strategy implementation
(ground promotion / visibility / instore
Execution of strategy
branding) to increase current market share in
outlet

9. Srinath Krishnan
+91 9741540004