Improving Sales Force Effectiveness: Bayer's Experiment with New Technology
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG200
Case Length : 16 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Bayer HealthCare
Industry : Pharmaceutical
Countries : USA, Europe, UK
To download Improving Sales Force Effectiveness: Bayer's Experiment with New Technology case study
(Case Code: MKTG200) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
|
|
<< Previous
Excerpts Contd...
Sales Training Intervention
|
In early 2007, Concentric Rx developed an online data-driven
sales training tool called Rep Race: The Battle for Office Supremacy (Rep Race)
for use by the Betaseron sales force. It was a simulation game loaded with
flashy visuals and peppy rock music...
Rationale behind Rep Race
According to Begasse, the aim of the game was to increase
sales force effectiveness by building proficiency in situation selling and
objection handling. The intervention also aimed to increase engagement through
the use of interactive learning and enabled feedback through real-time results...
|
|
Results
The game was well accepted by the sales force and came in for a lot of praise.
Some reps saw it as an example of the company's commitment to Betaseron and the
sales force. According to the company, reps played the game as many as 30 times
during the initial days between PoA meetings and even in mid-2008, it was being
played around eight times...
|
|
Outlook
For the year 2007, Bayer HealthCare AG's global sales of Betaferon/
Betaseron expanded by 6.5 percent (pro forma) on a currency-adjusted
basis...
Exhibits
Exhibit I: Key Developments at Bayer Group: 2000-2007
Exhibit II: Key Financials of Bayer Group and Bayer HealthCare AG:
2005-2007
Exhibit III: Marketing Communication for Betaseron
Exhibit IV: Some Images from Rep Race |
|
|
