Danone Waters UK

The FDS Group of Companies

THE TEAM

Nigel Cruttenden

Alison Cutler

Roger Elcock

Karen Battrick

Laura Olsen

Robert Tiley

Debbie White

WHAT IS WONDERFUL ABOUT THIS WORK?

Our targeting and training increased Danone's share of soft drinks sales within Multi Site Operator stores from 2% to over 10% immediately. Sales increased by 280%. We delivered a return of £3.56 for every £1 spent.

OBJECTIVES

To increase sales of Danone Waters brands in Multi Site Operator stores, build stronger relationships with larger customers in the independent and convenience channel and demonstrate a signification ROI to account managers and store-group owners.

STRATEGY AND TARGETING

Danone Waters have a dedicated external sales force of 34 field and office-based staff (FSEs) who regularly call on 9,250 independent retail and symbol group outlets. Approximately 40% of these stores, although independently owned, are part of a buying group. They are harder to influence but more consistent with their range and layout, so once a proposal is agreed, maintenance is easier. They also perform consistently better in rate of sale and promotional compliance. Targeting these outlets means a better return on investment.