1. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
Objectives:
Enabling the sales force team to deliver on excellence of execution in an extremely cluttered market environment – the traditional trade market in Egypt – by communicating the expectations, training and delivering tools to aid them achieving the below:
Increasing Energizer Max penetration
Increasing Energizer Max conversion (from Eveready)
Promoting trade-up to Heavy Duty within the Carbon Zinc segment
What has been measured?
Impact on sales volumes vs. prior year and target
Number of new outlets
Contest KPI’s (First to be seen, creativity, effective POSM allocation, visible POSM from outside, stock levels and Schick availability)
Challenges
Getting all the sales reps to fully grasp the reason behind this initiative and keep them motivated to achieve the objectives at the standard required
Learning’s & ‘Hints & tips’:
It was a joined effort between Marketing team and Energizer Sales team as well as all distributors in the different regions; all sponsored by the Managing Director
Traders were very supportive because of the simple attention that was paid to them (and the benefit gained because of increased sales)
Keep it simple and to the point – it was a mistake to bombard the audience with a lot of info and data (shared in multiple presentations all in one day) and expect them to grasp it all and execute it
We could have used the aid of the merchandisers for back-checking to ensure that the POS materials are being effectively used and that the outlets aren’t being stocked to achieve the figures
What you did to overcome:
An internal roadshow was launched to overcome this obstacle under one theme: TRANSFORM THE MARKET
Marketing team, in coordination with the sales team, toured all 4 regions in Egypt to have a direct, face-to-face communication with the sales reps
Launched a contest as part of the initiative, with attractive awards, to keep them motivated
Investment & Resources:
POS material production: posters, danglers, hanger
Contest awards: TVs, smart phones, pictures with their managers and the leadership team and recognition on the SharePoint and s
Confidential! Internal Energizer use only

2. Visible Numeric Distribution – Egypt Traditional Trade
Initiative details
The marketing team visited all districts nationwide to communicate with the distributors and the sales reps:
Insights
Commercial objectives
Visibility tools that will be provided
Training on how to develop in store visibility within small cluttered outlets (5 interactive video’s were developed)
Measurement KPI’s
Contest mechanics
Direct communication to the entire sales team, where we managed to deliver our message directly to around 170 sales reps.
The Theme of the roadshow was:
Confidential! Internal Energizer use only

3. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
What was achieved - Data
170 salesmen received training on 1st to be seen in-market execution
5 different types of POS and merchandising tools developed
More than 800 outlets submitted for visibility contest excellence of execution nominations
8 sales men have won on the visibility contest
Energizer gained +1.5% volume share and +3% value share generated from small groceries
Confidential! Internal Energizer use only

4. 5x Longer Lasting Hanger 5x Longer Lasting Posters
Visible Numeric Distribution – Egypt Traditional Trade
Executional tools:
Consistent message across all communication vehicles; 5XLL
5x Longer Lasting Hanger
5x Longer Lasting Posters
DANGLER
Display Sheet
Confidential! Internal Energizer use only

5. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
What was achieved – Visuals or testimonial
Confidential! Internal Energizer use only

6. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
What was achieved – Visuals or testimonial
Confidential! Internal Energizer use only

7. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
What was achieved – Visuals or testimonial
Confidential! Internal Energizer use only

8. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
What was achieved – Visuals or testimonial
Some of the winning salesmen
with Egypt’s Leadership team
Confidential! Internal Energizer use only

9. Confidential! Internal Energizer use only
Visible Numeric Distribution – Egypt Traditional Trade
Further Communication
MEA newsletter
SharePoint Link:
Energizer Internal Roadshow
Confidential! Internal Energizer use only