Unilever Professional Sales Excellence During Covid-19 - Smollan

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Unilever Professional Sales Excellence During Covid-19

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Smollan4836

We were required to:

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

“Unilever Professional’s presence on eCommerce platforms grew from 2 online stores to 15 stores”

– Director, Global FMCG manufacturer