Having not launched a new product to the market place in recent years and deadlines fast approaching, Lion Nathan called on RPS to support the introduction, launch and execution of their premier brand – Steinlager.
“We engaged RPS and immediately formed a solid working relationship. They highlighted the real opportunity that a retail performance system could bring and the journey we would need to go on to achieve this. We have had an increase in ATV of 16%”
Doug Myers, Chairman – Lion Nathan
Aiming high and with a crystal clear goal of delivering the biggest launch to their retail channel in decades, Lion partnered with RPS to guarantee success for the brand and their customers, as well as developing their people on world class performance along the way.
The Partners in Progress approach, designed and executed by RPS, was tailored to deliver the objectives of executing a
successful launch, develop account management teams’ capability to sell in and nurture strategic relations with customers to
drive product sell through. Key stages of implementation included:
• Diagnostic – to identify the size of the financial prize in engaging RPS to support delivery of sales targets
• Keynote – to engage account management teams in launch strategies and outline their role in executing a world class
launch
• World Class Account Management – programme to develop capability of account management against world class
performance benchmarks – specifically to move sales numbers
• Business Building Programme – develop retail capability of Lion Nathan’s customers (stores & hotels) to drive sell through
numbers
• Exceeded product sales target by 22%
• 34% increase in service levels
• 30% increase in ‘hot spot’ product placement in-store
• Account management teams operating at world class
benchmark levels
• Organisational restructure for improved alignment to
changing business objectives
• Removal of non-critical operational procedures to
address operational vs sales imbalance
• 10% (av.) increase on store sales
• 13% (av.) increase in average transaction value in-store
• Area managers & store managers with game plans to
drive product sales
• Highly developed in-store product knowledge levels for
improved sell through
• Support to develop their individual business performance
– strategies, initiatives, product knowledge and game
plans
