Highest sales growth in 5 Years

Project Overview

A leading group of Ahmedabad having multiple tile brands wanted to arrest sales decline, improve relationship with the trade channel and increase reach in the retail and project segments. It also wanted to improve the accountability and productivity of its large national sales team. One of the companies in the group was having good presence in North India however it wanted to expand its distribution network on Pan India basis both in retail as well as projects. The group also wanted to evolve 5 year strategic plan for both the companies.

Our Solution

We undertook diagnostic consulting sessions for both the companies of the group through one on one discussion with the directors as well as top management. We conducted workshops to evolve Vision, Mission and 5 year strategic goals for the companies individually; the individual goals were consolidated at the group level. In order to achieve the strategic goals the strategic thrust areas or STAs were identified.

With the view to improve sales productivity we setup monthly sales VC mechanism for all India team of both the companies. The sales efforts of the large team were strategized and reviewed through our monthly intervention. We crafted and nurtured many initiatives in order to expand reach of both the companies in retail as well as project segments. Apropos to the need of different regions the tactics were customized separately for both the companies.

In order to evaluate various initiatives towards the common group goal we constituted two interactive forums of the top management.

The Impact

Both the companies are able to monitor the sales performance of its large all India team in a much better way. The companies posted highest sales growth in last five years during the FY 2017-18. Through various initiatives both the brands were able to improve its reach geographically in retail and projects segments. The new initiatives introduced for improving sales, distribution and marketing has lasting impact in the market resulting in high moral of sales team. One of the companies has improved its presence significantly in very important Mumbai market as well as southern India markets.