Client Description
Leading global confectionery manufacturer
Background
- Client needed to align their limited internal resource to take their new category vision to the trade most effectively and efficiently way (recognising one size does not fit all)
Objective
- To plan customer engagement and internal resource to optimise results
TPG Approach
- TPG worked with Client to segment their customers into different types (eg Œfully collaborative¹) based on their relative importance to the supplier and the customer¹s Œwill and skill¹ to work jointly to execute key initiatives to grow the category, based on historic and future considerations
- Different styles of engagement were identified for each defined Customer type/segment and specific tasks to service each were defined
- All customers were mapped out and internal resource requirements identified
Impact/Results
- Client robustly prioritised customers and planned the best way to engage each
- Internal resource key issues were clearly identified in advance and managed proactively
- Approach has been embedded into ways of working (eg job descriptions reflect specific tasks by customer type)