Sales territory planning for driving range, distribution & merchandising


As one of the world’s leading drinks manufacturers and distributors, Carlsberg was looking to maximise the distribution and volume sales of its range of beers, such as Carlsberg Lager, Tetley Bitter, Holsten Pils, Somersby Cider and San Miguel, by focusing on free trade licensed outlets and geographical locations which offered the greatest potential return.

The analysis of customers that Carlsberg trades with, focusing on identifying core draught distribution gaps, would allow for much improved targeting by individual salesman. Creation of clear and quick views on the free trade sites and their location’s external geo-demographic composition would also aid the identification of which brands will drive new business uplift.


Using our data mapping, reporting and analysis tool, Segmentz, we analysed the free trade estate status around each outlet’s location to assess the size and consumer opportunity of residents and day time workers which best matched Carlsberg’s brand profile. This was then used to drive the relevancy and activation of Carlsberg’s grow and maintain segmentation model to help understand where resource and promotions can be used to greatest effect.

The analysis model was based on looking at individual outlet location’s daytime footfall opportunity, which includes both residents but also the population pulled into an area during working hours. Location is key to many urban areas as footfall opportunity is also heavily influenced by the presence of proximity drivers such as transport links, universities, sports venues and levels of competition.

Recommendations for premium/non-premium ranging by site type was created around sites with similar potential, based on the external demographics of daytime population, affluence and household composition.


The restructuring of the sales team is on-going but the allocation of people and resource has been increasingly focused on licensed premise outlets and locations of greatest potential in driving range, distribution, merchandising and return on investment.

Carlsberg is now much better informed on prioritising sales force and marketing effectiveness at both a national and localised level.

S2 continues to work with Carlsberg on refining sales and marketing strategy and, in particular, on improving customer retention and new customer acquisition.