Case-study: Retail Execution: Resource Distortion unleashing value
Context: Significant change in channel performance over time meant this business was heavily invested in declining channels that did not align with portfolio priorities, leading to poor operational and financial performance vs the market.
RESULTS
60% INCREASE IN PHARMACY STORE COVERAGE, FUNDED BY REDUCTION IN LOWER PRIORITY CHANNELS
+4% WEIGHTED & +2% NUMERIC DISTRIBUTION ON MUST SELL SKUS
SALES 3 X MARKET WINNING IN WINNING CHANNELS
+300BPS GP FROM DISTRIBUTION GAINS/MIX BENEFITS OF PORTFOLIO & EXECUTION CHOICES
MARKET SHARE LEADERSHIP ACHIEVED
ACTIONS
A reprioritisation on channel priorities based on growth, portfolio & GtM priorities.
Coverage and capability mapping to distort coverage to Pharmacy Channel.
Instore technology and education enhanced to serve the needs of Pharmacists for recommendation.
Revised 5P’s by channel with a focus on Must Sell skus for compliance, distribution and maximum impact.