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Trade Area Marketing Group
Gerber Infant & Baby International
Sales & Marketing Toolkits & Presentations
As a first step to rebuilding market share in Japan, the then new head of Gerber Asia Pacific had to rebuild a battered relationship with the fourth generation owned, distributor-retailer Meidi-Ya that had deteriorated after Gerber was purchased by Novartis. A first step was building a bond that included sharing visons in the distributor's native language. A new beginning that got our client started on the right footing from both a cultural and business perspective.
Of all the countries in the Asia-Pacific region, The Philippines was in need of the most change. Retail distribution had dropped over 50% from the change-over to Novartis' distributor. What was worse, there was no medical or field force extolling the benefits of Gerber and its long history to medical and retail professionlas. This 75 page training and information guide was produced on-site in a Makati hotel in an intensified and short reorganisation, functioning as interim BU head when it became necessary to quickly hire an outsourced organization to reach medical professionals, nursing school teachers and students, and retailers educating them as to the quality and benefits of Gerber products and its history
The CEO of Gerber Asia-Pacific, Hyung Hahn, was bringing a whole new culture and a method of operation to the pacific rim. I worked with him from virtually his very first day, country by country, management team by management team, distributor by distributor, introducing his way of doing business, enrolling his organization in embracing it, and working with him analyzing every market as to its strengths, weaknesses, and growth potential. As re rebuilt the region, I served as interim country manager on a number of occasions during our search for country managers making sure to nurture, coach, and support the in-country sales and marketing team and their distributors.