“Changing the rules of the game in key account

penetration and engagement.”

Client Issue

Efes were the number 3 in Russian beer market.  They were always going to be outspent by competitors in the organised trade, which, due to various regulatory measures, including a ban on alcohol sales in kiosks, meant this channel, at 85% of the business, was vital to Efes' success. 

What We Did 

We needed to engage customers at a different level to improve our level of competitiveness, so we developed and implemented a key account penetration strategy in which we changed the rules of the game. 

We looked at 3 critical levers to make a difference:

• Upgrading ... a set of world class capabilities in our existing key account management group.

• Agreed on an active strategy, focusing spending on the vital growth drivers for the business. Previously this had been a passive approach reacting to key accounts demands to avoid delisting.

• Change the nature of the conversation with the trade to focus on category management, and aiming to become category champion in key customers. 

PACH Solutions were physically involved with the customers to help Efes sell this approach. This was highlighted by Efes as a major point in the break-through with customers in implementing the new program. It also led to Efes engaging with marketing and operations departments in accounts (and at a high level of personnel), rather than just the purchasing department.

Outcomes 

• Within 6 months the sales volume grew by an incremental 11-27% across target accounts, in a declining market.

• Significant positive impact on the relationship with key account customers: Customer Satisfaction Measurement (Advantage Report) rating versus 21 Alcoholic Drinks Companies (like for like):

  Pre Ranking = 8 vs Post Ranking = 3