快消行业发展分析报告-bain贝恩咨询新.pptx

China FMCG industry RTM and WS development practice;Summary of key messages (1/2);Summary of key messages (2/2);Agenda; FMCG companies in China face a series of challenges in selecting and managing RTM models;FMCG companies in China need to be good at managing multiple RTM models at the same time; Example: Want Want developed combination of indirect and direct sales models to sustain growth;Example: Want Want relied on indirect sales and distribution model to drive quick expansion in 90’s;Example: Want Want built up direct sales model for MT and key cities from 2006-2010;Example: Want Want then built up ED indirect sales model to accelerate beverages starting in ‘12;Example: Wrigley as an MNC company adept at managing indirect and direct selling models;;;White space (no control);Example: Beverage Co. evolves from indirect selling model to direct model as its local market share increases;Agenda; Some key considerations for roles and type of indirect selling and distribution model;; Example 1: Wrigley has developed a leading W/S mgmt. system;Logistics capabilities: Small vans electric-powered bicycles to enhance productivity 6-sided stand to store and display products Easier to transport Earn a more prominent display spot at the outlet (e.g. next to cash register) Easy to spot when stock is low to prompt replenishment order KPIs: Sales targets In-store display requirements On-time payment collection DT sales reps: On average, each DSR/SR can cover ~20-30 outlets per day* ~300-500 outlets covered per month Monthly salary ~2,000 RMB (inclusive of base + commission);; Example 2: … and developed tools for direct sales force that are also being transferred to W/S;;Source: Bain experience;Agenda;Recap: 6 key messages;Implications for KO