|
Luxury products in pharmaceutical marketing like vitamins,
antioxidants, digestive enzyme, tonic which formed about
14% of the total industry sales were tackled in different
manner. The consumer was given spoon, small gift along
with this product to create a value addition. This helped
the company to improve the brand value as the customers
felt that they are getting value for money.
Reallocate people based on their strength and market:
We segregate customer profile into A, B, C and changed
frequency of call made by the sales people depending upon
their capability and business potential of the customers
e.g. 'A' class customer will be seeing average sales
person twice but 'A' class representative who is good in
technical knowledge and selling skills were asked to visit
only once. This allocation of call strategy helped to add
one more customer to 'A' class representative and make the
call more productive for 'B' class representative in the
company. This helped to improve call productivity and
optimize resources.
Focus on training: People were called for training at
different locations. In meeting, besides discussing on
sales, time was devoted on up gradation of their skills.
This helped people to get more motivated to sell more.
Improving employee engagement through communication:
Information was given to the people on regular basis on
their performances. This awareness helped the employee to
work better. The employee engagement through communication
is an important tool in making the people to work harder.
This activity confirmed the statement that it is the
people who can make the company or destroy the company.
Introduce new products: New products can be a
lifeline in recession. This help the company to enter into
new therapeutic segments. New products bring growth.
This article is written based on the marketing
perspective and was applied in midsize company of India.
Recession gives an opportunity to all the professionals to
show their capability and also enhancing the growth of the
company. Recession can be tackled by not by removing jobs
but recession can be tackled by generating demand either
from existing customers or new customers by creating new
market. Implementation of system will help the company to
tide over the crisis. Recession is a step towards success
for those companies who are more professional in their
approach and follow a pragmatic leadership style instead
of deserted style.
(Dr.RK Srivastava is practicing consultant, emeritus
prof. and head - PhD cell, SIMSR, University of Mumbai)
(Ref : The Chronicle Pharmabiz dated January 22, 2009) |
