Southern Lower Saxony. Market offensive for Apollinaris and ViO
In the summer months all sales sectors accelerated efforts to boost water sales.
Coca Cola formed a German Merchandising Impact Team (M.I.T) with focus on the expansion of Apollinaris and ViO. The Erfrischer took a look at Southern Lower Saxony.
In August, within just 3 weeks, the Merchandising Impact Team (M.I.T) made 1.700 customer calls to increase water presence in the retail and non retail markets. This included coolers in Apollinaris design, development and optimisation of regular positioning, the development of additional positioning and the implementation of additional events. All activities were aimed at an explicit distribution increase of Apollinaris and ViO as well as giving water sales a push. Regional Sales had a free hand in their choice of modus operandi which allowed servicing to individual customer wishes.
„We let loose with the full power of our sales team for this MIT, sometimes a bit unconventionally“, says Uwe Spreckeler area manager till summer now District Manager Non Retail Markets. “For instance, visits to potential non retail markets with stop over time consumers such as at hair salons, opticians or car dealers. The sales teams covered not by region but branch sector. They were able to optimally use the expertise made from previous sales discussions in this new field - a real improvement”.
Market sales and internal sales support worked hand in hand to boost water sales within the MIT promotion. An Apollinaris area manager and regional sales manager also took part. “We supported one another and were able to get a lot done” says Bettina Probst, Manager Market. Example petrol stations: “Our objective was to conclude new agreements in the 0.5 litre one way product line while positioning them optimally and optically. This was achieved via the implementation of 100 Apollinaris design open coolers.
Download Press Release (German)
In the summer months all sales sectors accelerated efforts to boost water sales.
Coca Cola formed a German Merchandising Impact Team (M.I.T) with focus on the expansion of Apollinaris and ViO. The Erfrischer took a look at Southern Lower Saxony.
In August, within just 3 weeks, the Merchandising Impact Team (M.I.T) made 1.700 customer calls to increase water presence in the retail and non retail markets. This included coolers in Apollinaris design, development and optimisation of regular positioning, the development of additional positioning and the implementation of additional events. All activities were aimed at an explicit distribution increase of Apollinaris and ViO as well as giving water sales a push. Regional Sales had a free hand in their choice of modus operandi which allowed servicing to individual customer wishes.
„We let loose with the full power of our sales team for this MIT, sometimes a bit unconventionally“, says Uwe Spreckeler area manager till summer now District Manager Non Retail Markets. “For instance, visits to potential non retail markets with stop over time consumers such as at hair salons, opticians or car dealers. The sales teams covered not by region but branch sector. They were able to optimally use the expertise made from previous sales discussions in this new field - a real improvement”.
Market sales and internal sales support worked hand in hand to boost water sales within the MIT promotion. An Apollinaris area manager and regional sales manager also took part. “We supported one another and were able to get a lot done” says Bettina Probst, Manager Market. Example petrol stations: “Our objective was to conclude new agreements in the 0.5 litre one way product line while positioning them optimally and optically. This was achieved via the implementation of 100 Apollinaris design open coolers.
Download Press Release (German)
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