CLIENT
MAGNERS IRISH CIDER

SECTOR
LAD - ON TRADE

ACTIVITY
SALES FORCE AND PRODUCT SAMPLING – BARCELONA

OBJETIVE

• To launch a new brand in the on-trade sector
   
• To gain distribution of Magners in the on-trade
   
• Introduce the brand & encourage product trial for the Spanish consumerl
   
• Generate noise & visibility in the on-trade

• Brand introduced into a significant number of on-trade outlets
   
• Presence & high-impact visibility at the point of sale
   
• Providing distributor support in the introduction of a new brand
   
• Over 400 sampling events delivered by expert hostesses
   
• Over 9,000 people have tried the brand, with a high acceptance rate
   
• Over 80% acceptance rate

“FiMM has been working with us now for nearly three years, initially managing campaigns in tourist areas to being a strategic partner totally involved in the launch of our brand in Spain.

Their international experience has enabled them to fully understand our objectives, dealing with a variety of internal departments to the execution of the project on the ground.

Their personnel are totally committed & have continually delivered over & above our expectations”

Andrew Cox - International Commercial Director, Magners
 

CLIENT
B.BRAUN MEDICAL

SECTOR
PHARMACEUTICAL - MEDICAL VISITS, HOSPITALS & SPECIALIST

ACTIVITY
ON GOING SALESFORCE - NATIONAL

OBJECTIVE

• Recruit & manage a sales force with national coverage, to reach clients which were previously un-accessible.
   
• Increase the sales force without impacting headcount.

• Achieved national coverage with a well-trained & effective sales force whilst at the same time reducing internal costs.
   
• For some sales people, the opportunity to join the client´s sales force having demonstrated success in the role over a period of time.

" Thanks to FiMM, we have managed to grow our sales-force within a manageable budget & as a function of sales productivity."

Alberto Oromí, Divisional Director, B. Braun

CLIENT
DIAGEO IBERIA

SECTOR
ALCOHOLIC DRINKS

ACTIVITY
TRAINING

OBJECTIVE

• To take Diageo Global’s commercial training programme, translate & adapt it to the Spanish market, then deliver it to the sales & marketing departments.
   
• To develop commercial capabilities, introducing a common language & process for sales, people & customer management.

• Since June 2005, over 250 members of the commercial department have participated in these workshops.
   
• A standard way of selling, managing people & clients has been introduced, supported by line managers in the field.
   
• A training culture has been introduced whereby managers take responsibility for the development of their direct reports.

“Since we started to work with FiMM in the development of the commercial capabilities of the Diageo sales force, the advances achieved in the transformation of our commercial model has been evident.

Our work with FiMM was always driven by Diageo’s needs, combining our own experience to that provided by FiMM’s know how &, because of this, we are satisfied with the results.

I’m convinced that this will continue in the immediate future.”
 

José Antonio Serrano – Commercial Transformation Director, Diageo Iberia.

CLIENT
HILTON HOTELS

SECTOR
TRAVEL AGENCIES

ACTIVITY
SALES ADVISOR

OBJETIVE

• Visit travel agencies in Spain, in order to promote Hilton Hotels worldwide to multinationals.
   
• Expand Hilton’s activity in Spain, becoming part of a European Programme

• Selected travel agencies recommend Hilton as a first choice to their customers
   
• New companies to become clients
   
• Increase number of guests to Hilton Hotels not only in Spain but also in the rest of the world.

CLIENT
WKD

SECTOR
LAD - ON TRADE

ACTIVITY
TACTICAL SALES FORCE – BRAND AMBASSADORS – TURISTIC AREAS (MAINLAND, BALEARICS & CANARY ISLANDS)

OBJECTIVE

• To support current WKD distribution
   
• Maximise distribution potential
   
• To drive rate-of-sale within current & new distribution.
   
• To drive trial & awareness of WKD in Brits abroad markets.
   
• To provide a WKD experience to consumers whilst they are on holiday.

RESULTS

• Successful completion of the project
   
• High visibility, promotional execution & further development of brand awareness.

“FiMM have been our Spanish marketing agency partner for WKD for the last 2 years. They have successfully managed a team of brand development executives based in key resorts in Spain.

FiMM work closely with our distributors within the Spanish market and also the GB marketing team to ensure that we maximise our initiatives. Both the management team and the resourced staff are keen to understand the core project objectives and are very passionate and work hard to ensure that projects are maximised.”

Amanda Grabham – Communications Marketing Controller

CLIENT
VITACRESS

SECTOR
GROCERY

ACTIVITY
ON GOING SALES FORCE – NACIONAL

OBJECTIVE

• Recruit & manage a sales force with national coverage to visit grocery outlets as and when listings are gained.

• On-going consolidation of a premium salad brand in the grocery channel.
   
• Personalised servicing of distributors & wholesalers.
   
• Point-of-sale management optimising visibility & brand presence.

"We are delighted to be working with FiMM. We are able to avoid significant administrative work as well as the risks associated with the recruitment of our own personnel.

One of the main advantages of working with FiMM is the flexibility provided in the management of personnel as well as their rigor in the recruitment process, always selecting candidates with the appropriate qualifications to represent our brand".

Jorge Boente – Commercial & Marketing Director, Vitacress Group.

CLIENT
SKIN DOCTORS

SECTOR
COSMETICS / SKINCARE

ACTIVITY
SALES FORCE

OBJECTIVE

• To launch a new brand in the Pharmacy/ Beauty Salon sector.
   
• Gain Distribution in the Barcelona Area.
   
• Achieve brand presence and Visibility.
   
• Drive consumer awareness.

“We put our trust in FiMM to train & manage our sales force for our most important project in Spain : Skin Doctors. We have been proved right!

Their qualitative approach to the market, their precise & detailed management as well as their accurate feedback (always with the brand & its values at the forefront) is proving a guarantee for success.

It’s important to have, in a strategic project such as this one, a partner who speaks your language, can understand your needs &, most importantly, delivers results with precision & rigour”


 

Ignacio González – Commercial Director, Skin Doctors Iberia