Roger Royce Background HBC Cosmetics Success Stories

Summary Background

 

  • 25 years of sales and sales management experience, culminating in Executive VP, Cosmetics Sales
  • Coty, Del Laboratories, GlaxoSmithKline, CVS
 

Sales Successes, Health, Beauty and Cosmetics*

 

(134)*  Increased Sales from 85% of $330 Million Quota to 103% of $350 Million Quota, to 100% of $415 Million Quota in 2 ˝ years.  (Company acquired last year.  Sales were at 100% run rate for first six months.)  Initial problems were that the existing sales team was pushed, harried, no consistency in communication with retailers or operations and failing to make quota.  Implemented clear, minimal, disciplined sales and retailer planning processes.  Got sales and marketing on same page when communicating with retailer.  Sales training was significant component.  Improved coordination of new product introductions, broke out of “this is the way we’ve always done it.”  (RR)

 

Category:  Cosmetics

 

(135)* $60 Million+ In New Revenue Over 2 ˝ Years, Primarily Through Seven Major New Cosmetics Line Launches.  Launches were Accomplished on Average Budgets of Only $3 - $5 Million.  Achieved sales budgets, by key retailer, for all new launches.  R&D produced innovative, quality products that really worked.  Could not afford extensive advertising, so focused hard on working with individual retailers, focused on secondary displays, merchandising, promotion compliance, minimal out of stocks, new item speed-to-shelf during Spring and Fall resets.  Used analysis and fact-based selling to get best results from limited budgets.  Tailored programs to major retailers such as Walgreens, Wal-mart and CVS.  Retailers understood that his team’s proposals were effective, real, would work and retailers made money.  Creativity, innovation, planning and disciplined execution helped drive success.  (RR)

 

Category:  Cosmetics

 

(136)* Increased Sales from $109 Million to $162 Million in 3 Years, Highlighted by 3 Rx-to-OTC Product Launches.  Resulted in 20%+ consistent increase in sales for key Mass, Drug and Grocery retailers.  Developed the right strategy.  Developed and executed tactics, retailer by retailer, shelf by shelf, line by line, SKU by SKU, with a disciplined sales force and sales process.  (RR)

 

Category:  Smoking Cessation, Gastrointestinal, Oral Care

 

(137)* Helped Pharmaceutical Executives Understand the Value of Consumer Retail contacts.  Active participation in NACDS led to NACDS Board of Directors meeting at company headquarters and vice-chairman of company addressing NACDS Annual Meeting.  Result was closer alignment of pharmacy and pharmaceutical company interests.  (RR)

 

Category: Corporate Development

 

(138)* Developed Global Strategies for Working with Walmart International.  Established market-tailored approach that included cross-market protocols and metrics, established objectives by market and directed account management in matrix environment to accomplish global objectives while account executives continued to report to in-market management.  All objectives met and annual growth rate of 17% achieved.  (RR)

 

Category: Corporate Development 

 

(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 ˝% 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:  http://www.tomingraminc.com/DepilitorySuccessStory.htm

 

Category:  Depilatory  (KB, GM, RG, RR)

 

*  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.