George Martin Background HBC Cosmetics Success Stories
Summary Background
- 25 years of sales and sales management experience.
- Coty, Del Laboratories, Coca Cola, Revlon and Playtex Family Products.
- $165 Million Cosmetic, Fragrance and HBC business, at largest point
- Ran Team that increased sales in 2007 by 18% ($30 Million+)
Success at Cosmetics and Personal Care Sales to Grocery Retailers*
(120)* Increased sales from $4 million to $10 million in 18 months at national grocery retailer. Significant operations involvement, increased planogram space from 5 feet to 12 feet. Persuaded retailer that profit opportunities existed through fact based selling and category management team.
Category: HBC, Cosmetics, Personal Care (GM)
(121)* Increased sales from $3 million to $6 million in two years at national grocery retailer. Increased SKUs carried from 5 to10 in personal care and doubled shelf space, going from average 1.5 foot planogram to 3 foot planogram in cosmetics. Persuaded retailer that profit opportunities existed through fact based selling and category management team.
Category: HBC, Cosmetics, Personal Care (GM)
(122)* Increased sales from $2.5 million to $7 million+ over three years at Southern regional grocery retailer. Sold entire line, 1,000+ SKUs, full program, distribution, secondary displays, Hispanic programs, significant trade funds, etc.
Category: HBC, Cosmetics (GM)
(123)* Increased sales from $0 to $2 million in 12 months+ by penetrating a a new regional grocery retailer. Sold in 16 cosmetics SKUs and 4 personal care SKUs. Persuaded retailer that profit opportunities existed through fact based selling and category management team.
Category: HBC, Cosmetics, Personal Care (GM)
(124)* Increased sales from $200,000 to $2 million in one year for national grocery retailer. Became exclusive cosmetic implement line for retailer. Significant increase in distribution. (Ultimately lost to exclusive arrangement to strong competitor.)
Category: HBC, Cosmetics (GM)
(125)* Became exclusive budget cosmetic line and exclusive cosmetic implement line for Northeast regional grocery chain. Persuaded retailer that profit opportunities existed through fact based selling and category management team.
Category: HBC, Cosmetics (GM)
(143)* Increased factory sales of depilatory product to Wal-Mart from $12 million to $19 million in two years (33%). Captured 27% of entire category at retail, within ½% of becoming category leader. Increased factory sales to regional drug chains from $700,000 to $1 million per year. Improved from marginal category leader to dominant category leader at Longs and Duane Reade. Became number one, dominant depilatory and Alta. Became number one depilatory at Kroger, up 23%. Became number one depilatory at HEB and Fred Meyer. Sold new distribution in to Publix and Safeway*.
Details: DepilatorySuccessStory.htm
Category: Depilatory (KB, GM, RG, RR)
Success at Beverage (Coca-Cola) Sales to Grocery Retailers*
Increase sales from $0 to $4.2 million in one year, $12 million+ in three years at mass merchandiser. Sold and negotiated, a first-ever, three-year national program for single-serve cold drink placements. Resulted in 342% sales advantage vs. Pepsi in single-serve cold drink.
Increased sales from $0 to $5.2 million in first year for subsidiary of mass merchandiser. Secured and directed the national implementation of exclusive non-alcoholic beverage program.
Grew Coca-Cola market share from 33.5% to 39.2% through Category Captain program for mass merchandiser. Developed a cross functional team approach and was selected as the category manager which resulted in a strategic vendor alliance.
* Success stories, client quotes and payback estimates are provided as general illustrations of past performance and represent summaries of long term, complex efforts. They are often used to teach concepts and lessons learned, and may have been simplified considerably. Estimates of financial impact are estimates only, and not intended to convey exact financial information. Some have been altered to protect confidential information. We ask that prospective clients contact our references and request specific details of relevant success stories prior to any decision to use our services.