Case Study - Field Marketing - FMCG

« Return to previous page

Industry Sector

  • FMCG

Services Provided

  • Data Services
  • Call & Contact Centre
  • Warehousing & Logistics
  • Field Marketing

Client Overview

Large multi national FMCG organisation with an extensive product range.

Client Objectives and Needs

After many years working with one division of this company on largely Packaging, Fulfilment and Distribution of product samples direct to households that responded to website promotions, the client approached us with the opportunity to undertake ongoing management of in-field trial and testing of products in households. The scope of the project was for 125-150 product tests in 125 households on average per annum (over 15,000 households in total) to:

  • Repack and distribute product samples (client and competitors) to our field staff
  • Field staff to deliver samples, questionnaires and instructions to households for the tests and ensure completion of the questionnaires within a predetermined timeframe
  • Provide Contact Centre support for householders and field staff
  • Data enter results within 2 days of the test completion and send results to the client

This was previously performed in house in a limited area within easy travelling distance from the organisation's Head Office.

The key objectives were to outsource to someone with the breadth of experience in-field and internally to handle all components of the task to reduce cost and support an internal headcount reduction. Additionally, to broaden the reach of test areas in the long term.

Methodology

Our approach was predicated on delivering:

  • Single point of liaison between the client and an appointed Project Manager
  • Dedicated resources across the spectrum of services offered - the team only worked on this project
  • Robust quality checks and audits in place at every step of the process
  • Launch was piloted in one location to enable reviews and enhancements to be managed over a 3 month period before rolling it out

Outcomes and Results

We delivered on time and on budget results and made numerous enhancements to the process as well as providing a 22% operating cost saving for this organisation.