Helping Japan to see clearly (Contact Lenses)

If you walk around Tokyo, someone will give you a leaflet for contact lenses. It’s a highly competitive market, structured into chains and independent groups, with a strong price-fighting segment.

Our client’s young, bright marketing people were not communicating with their experienced field sales team. Few promotions had penetration or volume impact, no one knew what the field sales team was doing and the key accounts function was in disarray.

We worked with their customers to design a KAM process that was culturally and commercially appropriate; we introduced the usual array of field sales management and field sales disciplines and training; we broke down the marketing isolation by including sales leaders in the promotional decision process. The army began to march in step.

Outcome

Marked improvements in volume, share and promotional effectiveness led to the associated training programs being adopted globally within the group.