EVIAN CASE STUDY
Objective
Govt. permitted imports under OGL from SIL. Opportunity to enhance distribution from 5 star hotels to the retail accounts
Sales & Distribution was through a single distributor in India, supplying to a few 5 star hotels
Need for sales & distribution systems to cater to a wider base
Need to grow sales volume from 800- 1100 cases to 3000 cases
Need for brand salience to drive consumer pull
Key Priorities
Defining the brand priorities & retail base
Setting up & training the sales organization
Developing a sales fulfillment, distribution & MIS systems
Identified merchandising as the key marketing tool for promoting a niche brand
Strategy
Developed a sales & distribution organization for the distributor in Bombay, Delhi & Chennai
Developed MIS systems to eliminate ‘guestimates’ & subjectivity
Trained field force & managerial staff on sales generation & order fulfillment
Developed merchandising materials for brand presence at key accounts, retail outlets & events
Ensuring distribution at key accounts, restaurants
Striking presence at the point-of-sale and event venues
Training wait-staff on product attributes & suggestive selling
Incentivising wait-staff to achieve sales volume
On-premise promotions for consumer off-take
Results
Transformed the distributor organization from a one-man-band operation to an effective sales & distribution organization
Distributor’s infrastructure now dedicated to catering to a niche channel for distributing imported wines, spirits & other brands
Evian, a well known niche brand, selling 4000+ cases in:
Fine dining restaurants & 5 star hotels
Airport lounges
Health spa’s & gyms
Fashion & glamour circuit
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