Nestlé Australia: Achieving Olympic sized sales effort

Nestlé Australia: Achieving Olympic sized sales effort
September 1, 2009 Kaz Scott

R2150-NestleChallenge

With growing consumer demand for low pricing, greater competition from supermarket ‘own brand’ products and a massive rise in cost base, 2008 would bring a number of challenges to the Nestlé Sales team. The employee engagement challenge was significant. How to drive greater effort from an already stretched and high-performing team with the ultimate aim of maximising sales.

Insight

Insights gain from the merchandiser research revealed head office was seen as an ‘ivory tower’ which lacked understanding of the needs and challenges merchandisers faced in their roles.

Campaign

Impact’s strategy included research, a series of engagement events and ongoing momentum activities whilst capitalising on Nestlé’s sponsorship of the Australian Olympic Swim Team. Strong messaging encouraged employees to challenge their own limits, resulting in the creation of the ‘Personal Best’ (PB) brand. The PB brand was launched via an Olympic-themed roadshow. To ensure message retention, divisional messages were delivered via interactive team games with a quiz element to test recall and create a sense of competition.

Outcome

As described by Nestlé’s National Sales Director, “The Roadshow and comms strategy more than delivered what it set out to achieve…some say this is one of the hardest challenges to overcome, motivating a team who are already at the top of their game. The balance of strong message direction, creativity and experiential communication has meant our team is motivated and inspired to step up their pace and deliver an even higher performance in 2008.”

http://www.impact.com.au

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