| Case Study: Taking a Product into the Retail Channel |
A large provider in the service industry wanted to utilize the technology associated with their core service to develop a product that could be sold in the retail channel. This company had historically used direct to consumer methodologies for selling their services (inbound and outbound telemarketing, direct mail). The new endeavor required the development of a go-to-market plan, the creation of a sales network and the development of capabilities in the areas of physical product distribution (order entry, invoicing, warehousing, distribution, collection, etc.).
DHC played a key role in this endeavor and was asked to assist the company in each of the areas identified as key needs.
Go-to-Market Plan: DHC conducted an assessment of the opportunities (distribution and revenue) associated with pursuing various classes of trade as well as determining which retail partners to target. DHC also assisted in the development of the marketing strategy, the trade/marketing support plan and the in-store merchandising plans.
Logistics: DHC took the leadership role in the development of the core logistics capabilities necessary to support this product including the creation and development of systems to handle order entry, inventory management and product allocation. DHC also assisted the client in the development of the processes and capabilities necessary to physically distribute the product.
|
