NUTRICIA MIDDLE EAST :

Measuring Sales Force Effectiveness

Group - 3
Chitwan Singh : 13P018
Divya Yadav :13P020
Tejaswi Kalispudi : 13P052
Vidushi Garg : 13P055
Vikas Guleria :13P056
Context
Nutricia developed and sold Infant milk formula, baby foods
and nutritional products
In the Middle East, Nutricia was ranked 4
th
in market share
Huge market growth potential : 3.7mn births (9kg vs
European average of 30kg) , but not realized because of
economic difficulties
Their middle east and African subsidiary was transforming
from a trading organization to a customer centric one
Involvement of state in provision of health services :
coexistence of private and public health centers
For Turkey Convention, Vandebussche and Hussaini wanted
to measure the efficiency and effectives of the med reps
network
Target segment :






GOALS & OBJECTIVES
Optimization of investment in medical
representatives
Transformation from a trading organization to
a customer & consumer focused one
Measure the efficiency & effectiveness of
Medical reps
Size of the sales force has to be estimated for
budgetary exercise




Set the
Strategy
Size the HCP
task
Determine
the optimum
field force
Determine
Overall
resource
Establish
KPIs, Review
and Learn

Measuring Efficiency & Effectiveness
KPI :
Sales Areas
Sales Potential
Territory changes