TRANSFORMING
BENTRAP
THE PROBLEM
BENTRAP is a men’s only herbal stamina drink.
The brand marketed the product with traditional supply chain methods.
Supplier –► manufacturer –► distributor –► retailer –► shopper.
As expected, they faced many hurdles along the way, such as:
– High fixed cost (salesmen, SPV, ASM, marketing support),
– Outlet modern market TOP –► 60 days, which hampered the cash flow,
– No experience in distribution (not enough principal and product to bring)
– Fluctuating repeat order frequency in traditional markets.
The transformation was to put the brand in the spotlight of traditional television, with the means of doing direct sales on air. The positive effect was immediate, and brought us these points:
– Lower fixed cost,
– Manpower minimisation,
– Cash and carry,
– Cash flow security.