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
A differentiating element of the campaign was the use of a branded mascot, Beto Pérez, with its own Facebook account.
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