BTL – Case StudySkyworth
Skyworth
Project Overview
Case Study – Skyworth Modern Trade: Instore Merchandising Campaigns
Skyworth Merchandising in 37 Naivas branches across the country e.g. Nairobi, Central, MT, Eastern, Mombasa, North Rift, South Rift and Nyanza.
Sales Performance & ROI Analysis
- Sales Target: KES 50,000,000
- Actual Sales Achieved: KES 35,000,000
- Team Size: 27 sales staff
- Total Campaign Budget: KES 1,100,000
Performance Against Target
- Target Achievement Rate: 70%
- The team achieved 70% of the sales target, indicating strong performance despite the shortfall. Factors: e.g. new brand, market perception, competition, limited service center, limited merchandise to reward customers, meeting demand & supply etc.
Cost Analysis
- Cost per Individual (Unit Cost per Team Member): KES 40,741
- Unit cost per individual: KES 40,741
Net Revenue & ROI
- Average revenue generated per individual: KES 1.30M
- Net Revenue Generated: KES 33,900,000
- ROI: For every KES 1 invested, the campaign generated KES 31.82 in net revenue.
- Summary: Even at 70% target attainment, the campaign remains highly profitable and scalable.
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