BRIEF
- Unilever Professional wanted to generate demand for its cleaning and hygiene products in institutional accounts and expand its distribution network in the Philippines.
- The client learned that field force services are DKSH Smollan’s area of expertise and asked us to develop a solution to address their requirements.
- However due to the Enhanced Community Quarantine (ECQ) orders several Hotel, Restaurants, and Cafe (HoReCa) accounts and sub-distributors had to halt operations temporarily.
- With the temporary closure of businesses, Unilever Professional products were affected by slowing sales.
APPROACH
- The team was quick to re-strategize the marketing tactics upon placement of the ECQ; shifting efforts from field operation to engaging more e-commerce platforms, thus creating an omnichannel environment.
- The Key Account Managers expanded online reach by joining social media groups such as homeowners associations, real estate developers, to tap potential clients.
- The team joined community markets to reach individuals under the lockdown and provide essential products.
- The team continued operation through online training of sales representatives.
RESULTS
Regardless of the lockdown measures, the team was able to achieve the following:
- Sign up new accounts every month
- Open new distributor accounts outside of Metro Manila
- Secure regular Purchase Orders for replenishment from existing accounts
- Grow Unilever Professional’s presence on eCommerce platforms from 2 online stores to 15 stores
- Continued business and training practices despite lockdown
- Secured purchase orders from 28 new accounts and sub-distributors in a span of 2 months while on ECQ
- PHP 30+ million worth of purchase orders secured