Air Purifiers Strategy - What Should We Do to Unlock Air Purifiers’ Full Potential?

Brief Proposal memo - company challenge

TO:

FROM::

DATE

SUBJECT: Request Approval - Air Purifiers Strategy

What should we do to unlock Air Purifiers’ full potential?

Since its launch in Bulgaria, this category delivers results far below the average company standard. But we do not have a consistent approach reflecting rapid changes and complexity in our market. My suggestion is to implement “Philips Go to Market” (PG2M) strategy, delivering structured program to accelerate business. I consulted with experts from the headquarters and reviewed all internal best practices to identify the main benefits for our organization.

Air Purifiers category has 3 clear needs PG2M addresses: increase reach, enhance availability and boost activation. The program delivers impact for each goal through core capabilities described below:

1) Increase Reach - keeping our commitments the right product mix is sold in the right stores.

PG2M will help us increase reach with three pillars:

First, the program emphasizes on developing a clear Category Channel Strategy. It involves benchmarking ourselves versus competitors, setting priorities and defining objectives per channel. In such a way we can gather and interpret consumer data and identify new channels for growth.

Second, improvement in Key Account Management can stimulate our sales teams to focus on the larger opportunities offered by the bigger partners. They will dedicate time and energy on the accounts providing the best growth potential. We aim at establishing strategic relationships with priority customers to jointly build our business.

Third, Analytics mechanism can provide the tools and insights to excel in what we do. It will be easier to gather and interpret Market Intelligence and make fact-based decisions.

2) Enhance Availability - meeting our sales targets by ensuring our Air Purifiers are available where consumers want to buy them.

In addition to increasing reach, PG2M is crucial for enhancing availability in three ways:

Starting point is to increase retail distribution network through Partner Management. We will introduce tools, templates, new ways of working, and will deploy the fundamentals together with our distributor teams. Moving from a transactional relationship to joint business planning will strengthen collaboration with our partners.

Next, the Sales force Effectiveness capability enables our colleagues to have the right sales tools and skills to win customers against competition. We need to define optimal resource deployment and ongoing management of our sales force