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Transforming a Global Health and Beauty Care Company to accelerate share and growth in the Asian market

Client Challenge:

Katalyst invited to help build Asia market and commercial team capability with consultative selling approach with major global retailers for example Boots, Tesco, Carrefour and AS Watson to raise the capability of the commercial team migrating from a traditional retail trade structure to an organised trade structure.
Retail Customer reframing via Video Insights with Retail Buying Directors to clarify needs and expectations and align strategy.

Strategy & Solution:

Buy-in from the CEO and Board to agree to do the following:-

1) Be a part of the coaching/learning programme

2) Agree to be the key driver of the intervention desired and ensuring the new behaviours, skills and ways of working were embedded in the company culture

Katalyst deployed Retailer Video Insights across the traditional and organised trade e.g. interviewing Buying Directors and key customer stakeholders to raise profile and effectiveness in the retailer. Blue sky meetings were initiated between the client and the retailer to review feedback and set strategic agenda and JBP (Joint Business Plans).

Katalyst designed a Consultative Selling Skills programme for both the traditional and organised trade in the Asia region to raise the capability of the commercial team to positively engage with sophisticated global retailers focusing on advanced buying strategies and tactics. To sustain the learning and embed new behaviours the Sales Directors were engaged in the design and development process to ensure role modelling of the critical skills and behaviours.
Katalyst worked closely with the client to create a high-performance coaching and feedback culture.

Results:

Katalyst enabled the client to transform relationships and grow profit opportunities. The client gained competitive advantage being the first in the market to pioneer Retail Video Insights and capitalise on the benefits of depth of customer understanding to thereby tailor the beauty strategy aligned to the retailers, thus building market share and profitable growth.

Client Testimonials: