DB Brews up Sales in a Declining
DB wanted to grow it's volumes and market share in a declining
tap beer market.
DB's goal was to focus on key outlets to drive sales volumes.
DB wanted a mechanism so the Account Managers could encourage
outlets to sell more.
to see how DB met the following objectives:
- Grow tap beer share on the previous year.
- Maintain the current contribution margin.
- Reward performance against target on a tiered scale.