The toy figure manufacturer Schleich GmbH has been using RegioGraph for many years for sales territory planning. The toy market is very competitive, but Schleich continues to achieve success on an international level.
Founded in 1935 by Friedrich Schleich, the Schleich company began producing toy figures that had attained cult status by the 1950s. The Smurfs, Maya the Bee, Snoopy, the Muppet Show family and many other cartoon figures were the bedrock of Schleich's success. Beginning in the 1980s, the Schwäbisch Gmünd-based toy manufacturer began producing its own inventions, most notably animal figures such as mammals, pets and wild animals. Since 2003, knights, Indians and elves have been a much-loved part of the successful Schleich collection.
Schleich's designs for its products and the manufacturing of the tools required to make the products take place on-site at the company. The actual production occurs both on-site and in multiple production sites abroad. The products are distributed worldwide, and this is precisely where RegioGraph comes into play!
How are Schleich's sales operations structured - globally or by country? How many sales distribution channels do you have, and how many sales employees?
Schleich's sales are subdivided in multiple markets. Because we keep our sales structure very lean and streamlined, multiple countries are often grouped into a specific market. Countries in Asia and Oceania are still in a developing phase, but are growing in importance. We have 8 sales distribution channels and a total of 30 employees.
Can you describe the role that RegioGraph plays in the planning process?
We always use RegioGraph to geographically illustrate the locations of our customers, pinpoint optimal locations, plan sales territories and visualize market share and potential. This increasingly entails countries beyond Germany, such as France and Great Britain.
Which criteria do you take into account when planning?
We take into account an ever greater number of criteria when planning sales territories with RegioGraph, including the number of customers per territory, visitation frequency and turnover distribution. Naturally, we also take into account geographic aspects such as the general infrastructure in the region in question.
Are there country-specific characteristics in your markets? How do you work with these in RegioGraph?
The greatest challenge in other countries is often meeting the prerequisites required for an error-free importing of the data into RegioGraph. For example, in some countries we can't associate turnover with the postcode boundaries with the same clarity that's possible in Germany. Apart from this, we try to adhere to the same methodology when planning in other countries.
What's your favorite program function, and what's your overall assessment of RegioGraph?
While I don't have a specific favorite function, I find the numerous features offered by the software especially useful and user-friendly. I really like RegioGraph's interface and how easy it is to keep track of multiple map layers and data. I'm also very impressed by the numerous options for customizing the illustration of the results - for example, through the use of customer-specific logos. RegioGraph is a superb software application that is highly regarded by everyone in our company.