The Mann&Noble – Braun Story

Managed Since2011
Market coverageAustralia;
OwnerProcter and Gamble
ChannelsElectrical; Department stores and Omni channel retailers

About Braun

Max Braun, a mechanical engineer, established a small engineering shop in Frankfurt am Main in 1921. The 1950s also marked the beginning of the product that Braun is most known for today: the electric shaver. The S 50 was the first electric shaver from Braun.  It featured an oscillating cutter block with a very thin, yet very stable steel-foil mounted above it. This principle is still used in Braun’s shavers of today.  Procter and Gamble acquired Braun along with Gillette and Oral B in 2005

Key Challenges

  • Competitors had come in to the market pushing Braun from top spot in Australia to 4th.  Something Procter and Gamble needed addressed in a cost effective and rapid fashion
  • Address low retailer engagement following a period of no sales representatives in the channel
  • Provide an onshore call centre for retailer and customer queries
  • Resolve billing issues with retailers
  • Ongoing out of stocks issues resulting from reduced focus on forecasting and promotional management
  • Improve warranty and return process

Key Successes Stories

  • Turned declining sales and market share for Braun Brands into growth year on year since winning the business in 2011 though
  • Hiring dedicated state based regional account managers to liaise with retailers and deliver best in class in store execution
  • Created compelling promotional plans delivering value to retailers while delivering growth to the Brand owner
  • Upgraded over 200 point of sale display units
  • Launched over 15 new products to the market
  • Reduced out of stocks particularly in promotional periods
  • Assumed responsibility for all billing and account management to deliver invoicing accuracy
  • Established an Australian consumer help desk
  • Awarded Canstar Blue award for best in male shaver for Braun in 2014 which included service delivery and warranty and returns process