Details

Case

HYGIENE PAKISTAN LIMITED: WINNING A KEY ACCOUNT

Muhammad Luqman Awan, Ali Rana-MBA 21, Muhammad Humza Awan-MBA 21, Fizza Ali-MBA 22

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LUMS No : 04-2381-2022-1

PUBLICATION YEAR : 2022

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DESCRIPTION:

Key Accounts Manager Sobia Hammad at Hygiene is in a difficult situation as her contract renewal date with one of her most important accounts was fast approaching. Her account Urban Mart was not being able to achieve the annual growth target of 35%. Urban mart was furious that Hygiene’s marketing efforts are not paying off and the business in the trade segment is not taking off as they intended. Urban mart is an Italian company operating in the retail space in Pakistan. Internationally it was known for its trade business but in Pakistan, it was having difficulty getting into the trade segment. To sustain the business they started targeting consumers, but the ultimate goal of Urban Mart is to increase volume sales to trade customers. This account of Sobia Hammad is not being able to meet the target, so she needs to make a contract for next year which will have a win-win situation for both Hygiene and Urban Mart. Urban Mart has a long-term goal of increasing their trade business, at the same time Hygiene is focused on increasing its non-trade business. Key account management is a new and growing area of management in sales. Academics have done a lot of work in key account management. We will be connecting the case with a Harvard Business School reading “Managing Major Accounts”. (LUMS No. Assigned 12-May-2022)

LEARNING OBJECTIVES:

Key Accounts Manager Sobia Hammad at Hygiene is in a difficult situation as her contract renewal date with one of her most important accounts was fast approaching. Her account Urban Mart was not being able to achieve the annual growth target of 35%. Urban mart was furious that Hygiene’s marketing efforts are not paying off and the business in the trade segment is not taking off as they intended. Urban mart is an Italian company operating in the retail space in Pakistan. Internationally it was known for its trade business but in Pakistan, it was having difficulty getting into the trade segment. To sustain the business they started targeting consumers, but the ultimate goal of Urban Mart is to increase volume sales to trade customers. This account of Sobia Hammad is not being able to meet the target, so she needs to make a contract for next year which will have a win-win situation for both Hygiene and Urban Mart. Urban Mart has a long-term goal of increasing their trade business, at the same time Hygiene is focused on increasing its non-trade business. Key account management is a new and growing area of management in sales. Academics have done a lot of work in key account management. We will be connecting the case with a Harvard Business School reading “Managing Major Accounts”. (LUMS No. Assigned 12-May-2022)

SUBJECTS COVERED:

Marketing