Effective Coverage

EFFECTIVE COVERAGE HALF YEARLY WORKSHOP HOLLYWOOD CNF. CENTRE DELHI

EFFECTIVE COVERAGE EFFECTIVE COVERAGE DIRECT COVERAGE D/ INDIRECT COVERAGE SELLING RELEVANT PRODUCTS OUTLET UNIVERSE EFFECTIVE COVERAGE COULD BE FOR A PRODUCT SAY PG 4 A BRAND SAY KREAMS A CO. SAY PARLE BISC.

WHYIS EFFECTIVE COVERAGE CRITICAL?          

ASSUMING ALL OUTLETS ON A WEEKLY BASIS 55X6=330 OUTLETS FOR THE WSSM 90 OUTLETS NOT BILLED TO THE POTENTIAL OR NOT BILLED IMPLIES 27%(90/330) WASTAGE OF WSSM RESOURCE SALES VALUE/VOLUME LOSS DISTRIBUTION LOSS AVAILABILTY SUFFERS LOWER SHARE OF SHELF/VISIBILTY UNTAPPED OUTLETS- SOURCE OF BUSINESS IF BUSINESS TARGETS ARE GETTING MET WITH 73% EFFECTIVE COVERAGE ,IMAGINE THE OPPURTUNITY LOST

WHYIS EFFECTIVE COVERAGE CRITICAL? NETWORK INSTABILITY INCREASED SEMI WHOLESALE DEPENDANCE. EXPLOITATION BY KEY OUTLETS-HIGHER SCHEMES/INPUTS.  UNHAPPY CONSUMERS STOCK OUTS AT RETAIL LEVEL.  MARKET SHARE LOSS OPPURTUNITY FOR COMPETITION TO STEP IN , CONSOLIDATE AND GAIN. STRESS LOWER PRODUCTIVITY(WSSM WITH LOW MORALE). VOLUME UNCERTAINTY. INPUT COST IS HIGHER- LESS ROI. 

DRIVING EFFECTIVE COVERAGE ! 

EDUCATING THE WHOLESELLER AND WSSM

-IMPORTANCE OF EFFECTIVE COVERAGE -INCREASE IN TURNOVER WITHOUT ANY ADDITIONAL COST(DISTRIBUTOR). -FACILITATES TARGET ACHIEVEMENT AND GETS RECOGNITION, INCENTIVES(WSSM)

DRIVING EFFECTIVE COVERAGE ! DEMONSTRATE DURING FIELD WORKING HIGHLIGHT ZERO OUTLETS IN THE RECORDS,ENSURE BILLING IN THESE OUTLETS DURING YOUR FIELD WORKING WITH HIM TRACKING AND REVIEWING- USE OF DEALER CARD TRACKING LINES PRODUCTIVITY RATHER THAN VALUE APPROACH. GIVING TARGETS ON EC , EVALUATE THE ATTEMPT AND GIVE FEEDBACK. CHANGE IN FOCUS BRINGS CHANGE IN RESULTS. 

DRIVING EFFECTIVE COVERAGE ! 

ITS ALL ABOUT

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FOCUS DETAILS PASSION DRIVE CAREFUL PLANNING COMMUNICATION RELENTLESS FOLLOW UP NEVER GIVING UP NEW WAYS OF DOING THINGS

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WE HAVE TO BE MORE DEMANDING OF OURSELVES