Improving Channel Member capabilities including strategies for dealer development

SESSION 8
Company : Colgate Palmolive India Limited
Product Category : Oral Care & Personal Care
Website Link : https://www.colgatepalmolive.co.in/

Submitted By : Team 2
PGFA 1940 Ritanshu Jaiswal
PGFA 1941 Ravina Singh
PGFA1942 Rishav Baliyan
PGFA1952 Siddhant Bansal
PGFA 1953 Simran Mahajan
 Training for Distributor:
Colgate Palmolive
• Meeting is organized once in a month.
• Main motive of the meeting is to analyse and impart knowledge about
the market trends and introduction of new product which is at present
Colgate Amino shakti, Palmolive anti bacterial hand sanitizer, Colgate
proclinical150 toothbrush in the market.
 Motivation to Channel Partners
Colgate Palmolive
Margins • Retailers – High end variants such as Colgate
Advanced white, Charcoal and hand sanitizers
there is a margin of 15% & for other variants it
is 10%
• Distributors - Margin is 6 %

Quantity Discount • For Retailers – on the basis of 5% scheme on

order above any of the 12 unit
Incentive programs • Quarterly incentive program for Stockiest :
Rural stockiest -0.3% is payout & Urban
stockist 0.5% is payout

• Quarterly Wholesale loyalty program i.e. 0.5%

on overall purchase value

Sales promotion • Stands and stickers are provided as point of

displays to the retailers in order to help them
in selling.
Review meetings • Field/dealer issues
• Training for salesman to achieve KPIs
Review meetings
Area meetings Meetings with Stockist Meeting with salesman

Period Monthly Monthly Weekly

Dates End of the month Beginning of the month 7th,14th,21st & 28th of every
month

Objectives • Finalization of BPP for • Setting up of KPIs • Training of salesman to

next month • Salesman weekly achieve the KPIs
• Setting up of KPIs target • Reviewing of salesman
• Planning of week wise • Channel wise plan wise performance
retail billing • Planning of week wise • Dealer related issue
• Customer field issue retail billing • Maintaining reports
discussion
 ACTION
RELATIONSHIP Related with Colgate The call is to introduce Product feature, This is for newly
(easy for existing distributors new benefits and offers literature update, sales launched Colgate
customer) salesperson to make which requires time, call assistance and toothpaste – Colgate
maximum call per day. research and creativity stock level. These are Amino shakti,
for distributors beneficial reasons to Palmolive anti
salesperson. make a call by bacterial hand
distributors sanitizer, Colgate
salesperson. proclinical150
toothbrush

MOTIVATION Quarterly Wholesale For Retailers – on the Stands and stickers are
loyalty program i.e. basis of 5% scheme on provided as point of
0.5% on overall order above any of the displays to the retailers
purchase value 12 unit in order to help them
in selling.

EVALUATION BIV- Product Benefit, Price positioning story

For new product in Product involvement by Colgate
market and make the sales manufacturers to its
point visible distributors

DECISION Making of final

purchase decision
 Stages of Customer Development

ADVOCATES Distributor of Colgate Palmolive increase their volume purchase and incentives for
their regular customers and also maintain their SKU’s to run the business smooth.

CUSTOMER Any type of inconvenience faced by regular customer, get rewards, gifts and other
premium packages, addressing dealer issues, incentives

PROSPECTS Colgate Palmolive used to provide trail programs, sort of contest and testimonials to
generate leads.

SUSPECTS Maintaining relation with customers by mailing them offers, organising events,
samples for them.
USE OF PROMOTION AND
ADVERTISEMENTS
• Point of Purchase- Some sort of stand for Toothpaste, weekly flyers,
stickers etc used to promote and display the product category for the
retailers.
• Educate distributors how to make use of advertisement investment
and high quality ads in the market.
• Arrange proper meeting of distributors with Salesperson, Stockist and
sub dealers of Colgate Palmolive.
• Providing newspaper ads, hoardings, boards and live seminars for
promotion of the Colgate Toothpaste
 IMPROVEMENT PLAN FOR COLGATE
 

 Colgate does not provide cash discount to small retail shops for orders under 10,000/-
whereas other competitors provide up to 2% CD which is a standard industry practice

 Unlike big departmental store, Colgate does not provide display stands to small mom and
pop stores which helps in boosting the sale by garnering customer’s attention

 Colgate follows weekly replenishment cycle so if a retailer faces stockout situation in the
middle of week then he or she has to wait till the end of week to replenish their stock
which results in a lost opportunity of possible sales.

 There is a compulsion by the company for the retailers to keep stock of some products
with not so good sales number such as newly introduced charcoal toothpaste which
occupies shelf space and is a burden for the retailer