Focus on the price of milk

A striking display in Shoprite Katutura comprising a synthetic cow and full cream milk, is the main focal point in a Namibia Dairies campaign to improve consumer uptake. Sweetening the deal is the special price of N$10.99 per litre for full cream milk, as opposed to the almost N$16 per litre retail outlets usually charge for Namibia Dairy milk. The local dairy said it has embarked upon an aggressive programme of sales blitzes to improve its presence in stores across Namibia with the aim of growing sales and market share.
Namibia Dairies Head of Sales, Hugh Froggatt commented: “We are going to dramatically improve Namibia Dairies QDVP4 presence in stores and have embarked on a nationwide training programme covering merchandisers, sales reps, telesales operators, Middle Leadership Team (MLT) and Senior Leadership Team (SLT) members.”
Froggatt explained QDVP4 stands for the key sales drivers that influence Namibia Dairies’ retail success: Quality, i.e.the actions Namibia Dairies takes “in store” to offer the consumer a superior quality product; Distribution, i.e. having the right product, in the right place, at the right time; Visibility which translates to clear messages and point of sale material to attract customers’ attention; and Price, the most vital point where producers often fail. Namibia Dairies said its campaign also focuses on Promotion, Persuasion and Partnership. “The initial results have been impressive and I am determined these improved QDVP4 standards will be embedded into the Namibia Dairies sales operation for evermore”, said Froggatt. Namibia Dairies also ran in-store promotions at coastal retail outlets enticing customers with a chance to win a N$500 shopping voucher if they bought Namibia Dairies products for N$50 or more.