eBusiness

Features

• Taking standard data from the leading providers (IRI, Nielsen, IMS etc) a complete category review can be conducted
• The category reviews are tailored to meet the client’s objectives for example, increase in product distribution, support product listings, justify shelf space etc
• Minimum resource required by the client to achieve maximum benefit
• The data is presented in a mixture of graphs, charts, data sheets and interactive analysis. The end result can either be a set of static presentations for account managers, or PharmiWeb can present directly to the retailers using the software.

Case Study

As a medium size company in the OTC healthcare market, McNeil do not have the internal resource to provide a dedicated category management resource to major customers. As a result, some retailers made decisions on categories where McNeil had a presence, without consulting McNeil. The effect on some McNeil brands resulted in a decrease in distribution and falling sales. PharmiWeb Solutions were then used to provide category management expertise and to justify increases in distribution. After an in-depth analysis using data from IRI, data was then presented to the retailers covering; cash rate of sale, growth in pack size breakdown, growth in format, product distribution V’s Pack rate of sale, etc. Using the data, strong arguments were put forward supporting McNeil’s objectives. These were subsequently accepted by the retailers and lead to an increase in distribution, and improved sales.

Evidence

“Using the PharmiWeb consultancy service we can now compete with the bigger companies and provide expertise in the category management process. We have clearly demonstrated an increase in sales of key lines by using this service”

Commercial Director, McNeil Healthcare