Business Acceleration

Increased distribution and sales: Russian Federation

William Grant & Sons Distillers lacked truly national distribution in the Russian Federation, a market identified as a strategic priority for long-term growth.

The complexity of operating in Russia coupled with restricted distribution compounded the problem. Although sales growth was healthy it was expected to plateau.

Following extended contractual negotiations, a new distributor was appointed and national distribution was rapidly secured across Russia.

During a five-month transition period, a Moscow-based country manager was recruited, common business processes were defined and agreed, and strategic brand plans were developed and implemented via a significantly increased marketing budget.

Sales volume doubled in the first twelve months of the new agreement and ultimately a representative office was opened in Moscow. The company's branded spirits market presence was transformed.

Sales team turnaround: Canary Islands

The results of the sales team in the province of Tenerife were causing concern for Distribuidora Bacardí Canarias SA, to the extent that annual sales targets were in jeopardy.

Under new leadership, in four months from August to December the team achieved all of its annual sales targets. Greater focus on targets for individual trade customers and individual support and closer supervision for team members proved effective in turning the area around.

Operational Turnaround: United Kingdom

John Dickinson Stationery was the UK stationery market leader whose brands included Basildon Bond, Summit, Lion Brand, and Challenge business stationery. There were also significant private label sales.

The company made substantial losses for several years due to a number of factors including neglected brands, inappropriate and costly capital investment and poorly-judged pricing for key products.

With clearly-defined objectives and close support the team of three National Account Managers in the UK retail channel secured the customer base and improved margins including a significant increase in operating profit from the Top 3 customers.

The successful operational turnaround in domestic sales was reinforced by improved profitability in the Arabian Gulf, the company's largest export market, and substantial direct sales in the United Arab Emirates, Saudi Arabia, Oman, Kuwait and Bahrain.