¶ … Maybeline
Functional interactive reporting of sales activity -- a field-central-field model of marketing and sales communication structure for Maybeline.
Summary of the Case - Maybeline corporation is one of the world leaders in cosmetic sales, and thus has the need for hundreds of sales staff (merchandising representatives) who must visit retail outlets in order to stock product, close deals on new and special merchandising programs, and keep Maybeline products ahead of the competition. Because of the large number of sales staff, coupled with the number and type of accounts visited daily by the sales people, the home office has the need for timely and accurate information in order to make business decisions that involve fiscal and manufacturing projections.
One early menu-driven system was found to be far too inflexible and lacking in robust information to be of much use. A second system, more interactive, more flexible, and far more robust in data collection, called the MSP (Merchandising Sales Portfolio). This new system allows for a more real-time look at each store's inventory at the time of visit, sales made, competitive information, as well as a more appropriate communication model between home office and the field. The new system has the added benefit of reducing the time spent on the reporting aspect of the sales person's job, as well as provide a stronger and more flexible relationship with retail stores.
Statement of the Problem -- Timely and accurate field-central-field communication was severely lacking within the Maybeline field sales structure. Field personnel were frustrated because they were required to submit lengthy reports at the end of their day, cutting dramatically...
In addition, the data received at the home office was of marginal value at times because it was: a) out of date, b) incomplete, c) so generic it had not statistical value, and d) so dated that by the time management acted on issues, field had already gone past the actual need. Because of this lack of communication and frustration, productivity was down, money was likely left on the table, and while sales remained steady, Maybeline could see competitors edging in at retailers, and knew there was a technological solution available.
Proposing a Solution- Timely, accurate, and vital sales information is absolutely critical in the contemporary competitive environment. Without the appropriate information, the sales force is not effective because they lack crucial information revolving in their own territory. Sales management is unable to react to trends, competitive advances, and even individual sales issues without a robust reporting structure that provides real time data. In addition, linking this data to the operations and accounting sides allows for a greater integration of both strategic and tactical planning; saving money and providing greater inventory control and ultimately customer satisfaction. The solution, of course, is harnessing the power of the Internet and electronic communication to make the process of interagency communication seamless. There are numerous formats for this, but the key element is the structure and nature of using the communication system to provide the needed information on a time sensitive basis (Dynamacs, 2008).
Learning Applications -- Essentially, the issue with Maybeline was…
