Molino Chacabuco: "Desafío Molino Chacabuco 2012" (Molino Chacabuco Challenge 2012)
Client: Molino Chacabuco S.A.
Industry: Agribusiness / food (flour and animal nutrition)
Year: 2012
The Challenge
Molino Chacabuco, a company with more than 100 years of history, needed to drive purchases of its Animal Nutrition line (Mapu, Pampa, Raza, Gaucho, and Kilomax brands) during a low-season quarter, while also strengthening point-of-sale execution (brand and flavor mix, materials presence) and reinforcing the relationship across the entire distribution chain.
The Solution
A 3-month incentive program (October to December 2012) that integrated four links in the chain: Molino Chacabuco’s own sales executives, distributors (ranked Gold and Silver by volume), the sales forces of those distributors, and retail points of sale. Each channel competed within its own category: distributors had to hit volume targets in kilograms for the Raza, Pampa, and Gaucho brands to earn a spot on a trip to San Carlos de Bariloche; distributor sales reps earned points for brand presence and communication materials at retail outlets, verified through in-person audits; and a Facebook photo contest was added, starring the brand mascot “Beto Pérrez,” where points of sale uploaded photos of their displays to compete for purchase orders. The program launched with a kit including a bag, a pen, and brochures, and was sustained through periodic HTML mailings.
Results
Sales grew 11% over the company’s plan for the period, and more than 7% over the contest’s own targets. According to the document, the marginal contribution generated by the additional volume more than covered the total cost of the program.
Notable Details
The company became a pioneer of incentive programs in its channel and in the professionalization of its sales force, through training, audits, and awards for the best product display. A differentiating element of the campaign was the use of a branded mascot, Beto Pérez, with its own Facebook account.
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