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1、- 1 -B. Strategy evaluation and Sales coverage execution, retail performance and after sales servicesProcessPhase IPhase IIPhase IIITargeting of retail coverageCoverage executionRetail performancePhase IVAfter sales services OwnershipGeberitDistributorRetailerGeberit and distributorsContentRegion an
2、d city selection priority Number of retail outlets etc. Product distribution targetSub-distributor network development Product distribution targetsProduct display Pricing Merchandiser training Product combinationInstallation Warranty / maintenanceSHA-4309-03690-08-15b.PPT-x- 18 -GSHA has no clear re
3、tail coverage target Geberit lacks clear planning of retail network development Product distribution target is missing (sell what product to which distributor according to their strength and weaknesses Regional practice varies significantly, both in terms of retail coverage and product distributionP
4、roblemOutcomeSHA-4309-03690-08-15b.PPT-x- 19 -There are significant differences among different regions with regard to retail coverageShanghaiBeijingGuangzhouShenzhenNortheast (Dalian & Shenyang)Northwest (Xian)Southwest (Chongqing & Chengdu & Kunming)Jiangsu (Nanjing Wuxi & Suzhou)Zhejiang, (Hangzh
5、ou & Ningbo)Retail coverageYYYYYYYYYNumber of outlets15515932894Product soldChantier Duofix BWO / TrapsChantier Duofix BWO / TrapsChantier Duofix BWO / TrapsChantier Duofix BWO / TrapsChantier Duofix BWOTraps BWO Chantier Duofix BWO / TrapsChantier Duofix BWO / TrapsChantier Duofix BWO / TrapsSHA-43
6、09-03690-08-15b.PPT-x- 20 -Geberit has neither intention nor leverage to monitor distributors network operations and there are no guiding policies in setting up sub-distributor network“GSHA only sets sales volume target, we can not influence our distributors” one regional sales manager of Geberit“Un
7、like Kohler, Geberit has no distribution network development policies to guide us ” one distributor in Nanjing, Jiangsu province“Geberit Shanghai only cares about sales figure. They have no clear planning ” one distributor in Guangdong provinceSHA-4309-03690-08-15b.PPT-x- 21 -There are a number of f
8、actors affecting Geberits retail salesFactors affectingSignigicant differences from region to region GSHA does not provide enough display board, lighting boxes and product catalogue to distributorsGeberit image shop/counter concept hasnt been implemented (initiated by Mr. Schuette)Poor marketing sup
9、portFor same products, there are noticeable differences among distributors even in the same city, along the same street Certain products pricing too high (Chantier, BWO&Traps)Geberit distributiors have limited knowledge of Geberit product know- how, installation and application technologyIntensive t
10、raining is a must The selection of toilet bowl to combine with Duofix or Chantier varies region by regionDistributors select toilet bowls themsleves Product display Pricing Merchandiser trainingProduct combination (Chantier, Duofix)SHA-4309-03690-08-15b.PPT-x- 22 -Distributors in different sales reg
11、ions select ceramics by themselvesExampleExample: DuofixRegionCeramic provider for DuofixShanghaiDuravitBeijingLaufenGuangzhouCasero,SwellShenzhenDuravit, Laufen VitraSouthwestSiu Fong, Swell, Casero, Amerian StandardHangzhouAmerican StandardNanjingSwell, CaseroSHA-4309-03690-08-15b.PPT-x- 23 -As to
12、 ceramic provider selection, there exist disparate responses both within and outside the organization“Geberit should not choose Swell as the partner. Swell is a low end brand” one regional sales manager of Geberit“If only you promote Geberit as a leading plumbing technology provider, it doesnt matte
13、r with whom you are combined to sell ” another regional sales manager of Geberit“In selecting Swell, Geberit has made a mistake. As a leading premium brand, Geberit should go for Laufen, Duravit etc. ” one distributor in Shanghai“Given the stock shortage of Europe-imported wall-hung toilets and lack
14、 of ceramic ourselves, we dont have many options. With the aid of Swell, we could increase market influence. ” one distributor in SichuanExampleExample: DuofixSHA-4309-03690-08-15b.PPT-x- 24 -B2.2 Project channel GSHASHA-4309-03690-08-15b.PPT-x- 25 -The core process of Geberit project sales consists
15、 of four main steps that Geberit should followStepsProject initiationProject designProject construction/ installation/decorationProject completion and ongoingProcessProject owner and developer obtain governments approval and set conditions, project scope etc.Design institute run for project design b
16、idding. If successful, design institute then work out the design drawing including engineering drawing of waste drainage system and roof drainage systemConstruction companies run for project construction bidding. The winner will carry out the construction and installation work. The following work is to be finished by decoration compan
