You are part of a team that is about to launch a new brand of shampoos. The market is highly competitive with 4 brands together controlling 63 % of the market share. Your role is to suggest a go to market model for your brand. Your brand is positioned as a hair fall expert as it has special ingredients that strengthen the hair roots. Strengthened hair roots help the hair strand to remain embedded in the follicle, thus leading to reduced hair fall. Channel wise sales in the overall category are as follows ;

Chemists 28%

Grocers 34%

General Merchants 21%

Individual Supermarkets - 12%

Convenience Stores 5%

An analysis of the retail universe in the proposed launch market shows a total of 2000 retailers, split as follows :

Chemists 300

Grocers 1000

General Merchants - 550

Individual Supermarkets - 50

Convenience Stores 100

The total universe of retailers on the basis of toothpaste category sales, are broken up by importance as follows :

A Class or most important are 25% of the universe with 70% of sales.

B Class or less important are 35% of the universe with 20% of sales

C Class or least important 40% of the universe with 10% of sales.

Please answer the following :

Please indicate how many salesmen do you need, keeping the following facts in mind (20 marks) :

Since it is a new product and needs a detailed briefing, you need the salesman to spend around 20 minutes for completing a call.

You are having a team briefing every morning, so the salesman can only get to the market at 11 am. He is expected to leave the market by 6 pm so he can go to the Distributor and complete his administrative work.

You expect the salesman to be in the market for 22 days every month.

Please make sure you show all your calculations .