Spirit Client - Field Marketer Management


Before partnership with DKSH Smollan Vietnam, Client faced challenges on both quality and efficiency of the field team to deliver business objectives. Client decided to change the model, expecting  below objectives:

  • Improve the productivity
  • Improve in-store execution
  • Empower staffs to deliver depletion
  • Build comprehensive end-to-end tracking technology system with smooth adoption
  • Develop sophisticated reports for performance management and market intelligence


As per the brief, we proposed respective approaches:

  • Redesign the team structure with clear KPIs to management performance
  • Train and coach the team on selling skills which support for the depletion
  • Based on the KPIs and the daily operations, build end-to-end application
  • Onsite to understand business needs to develop comprehensive reports, allowing ad-hoc analysis once requested


The results achieved in 3 months post-deployment as below:

  • 38% productivity improvement
  • Improved in-store execution: execution standard compliance increased 10pts; distribution increased across key brands
  • 127% depletion achievement during Tet period
  • Full end-to-end technology system was developed and used smoothly with only 2 weeks of adoption
  • 100% reporting compliance including set of daily, weekly and monthly reports