Case Study

Specialist Advice

ZTE

The challenge: As one of the world’s leading mobile phone manufacturers, ZTE was looking for a tailor-made and timely solution to plan, carry out and evaluate its permanent and temporary sales campaigns. The primary goal was to increase sales of the focus devices and to measure the optimisation of the brand presence in nationwide retail outlets at the point of sale.

The solution: The campaign goals were achieved with a shorter lead time by providing experienced promotional staff with excellent expertise in the areas of smartphones/GSM for Media-Saturn’s strongest-selling markets from the very beginning of the campaign. Within the context of special kick-off events and training measures, sales promoters are optimally prepared for their assignments, both professionally and in terms of sales. Besides the overall coordination of campaigns and individual measures, permanent coordination with ZTE trading houses and sales force is ensured. In addition to the daily analysis of sales figures based on relevant KPIs, the qualitative implementation of the specialist advice is supported by regular mystery checks and further measures ensure the efficient implementation of the campaigns.

 

Key data

  • Customer: ZTE Germany GmbH
  • Projects: Sales Promotion for Smartphones
  • Trading houses: MediaMarkt, Saturn
  • Country: Germany
  • Time period: since 2016

Strategy

  • Responsibility for the entire deployment administration including task review
  • Control and evaluation of the assignments via myMissions and mySurvey Analyzer
  • Design and production of promotional wear and coordination of the distribution of promotional materials
  • Requirements-related retraining of promoters with webinars in myClassroom

Outcomes

  • Significant increase in sales of the ZTE focus products Axon 7, Axon7 mini and Blade V7 within the promotional period
  • Increase in brand presence at the point of sale
  • Raising of awareness of consumers to the advantages of ZTE smartphones over competing products
  • Support of marketing planning with up-to-date market data
  • Optimisation of the satisfaction of customers and trading houses

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