slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Vlerick Sales club summaries PowerPoint Presentation
Download Presentation
Vlerick Sales club summaries

Loading in 2 Seconds...

play fullscreen
1 / 10

Vlerick Sales club summaries - PowerPoint PPT Presentation


  • 82 Views
  • Uploaded on

Vlerick Sales club summaries. Deva Rangarajan. List of sessions. Steps in strategic selling What are the different roles in strategic selling Sales and Marketing? Merchandizing Building a Planogram Key account management Category Management Shopper based design CRM Usage Ethical Issues.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Vlerick Sales club summaries' - havard


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
list of sessions
List of sessions
  • Steps in strategic selling
  • What are the different roles in strategic selling
  • Sales and Marketing?
  • Merchandizing
  • Building a Planogram
  • Key account management
  • Category Management
  • Shopper based design
  • CRM Usage
  • Ethical Issues
key learnings session 3 sales and marketing interface in fmcg
Key Learnings Session 3: Sales and Marketing interface in FMCG

Marketing

sales

Short term focus

Category focus

Budget control

Client focus

Pricing responsibility (shared)

  • Long term focus
  • Brand focus
  • Budget control
  • Assortment/company focus
  • Pricing responsibility (shared)
key learnings session 3 sales and marketing interface in fmcg1
Key Learnings Session 3: Sales and Marketing interface in FMCG
  • In FMCG companies, there usually are two kinds of teams: Business execution teams and Customer Teams
  • Business Execution Teams (BET) consists of cross functional team members comprising of sales, marketing, finance, category management, supply chain.
  • The BETs are responsible for INDIVIDUAL CATEGORIES of products. So if a company has multiple brands/categories there are multiple BETs
  • They are vertically organized
key learnings session 3 sales and marketing interface in fmcg2
Key Learnings Session 3: Sales and Marketing interface in FMCG
  • The Customer team usually is a predominantly sales oriented team
  • Is organized by type of customers so is horizontal
  • You will have specific Customer teams for Carrefour, Delhaize, Colruyt, etc.
  • Customer Team consists of sales profiles like Key account Manager, Sales director, field sales reps, merchandizing teams, finance, logistics, etc.
  • The Customer team are responsible for INDIVIDUAL CUSTOMERS. So if a company has multiple customers there are multiple Customer Teams
  • They are horizontally organized
key learnings session 3 sales and marketing interface in fmcg3
Key Learnings Session 3: Sales and Marketing interface in FMCG
  • Sales and marketing interface at at least three different levels: 1) day to day business, 2) Integrated business planning, 3) customer negotiations
  • The key for success here is three levels of alignment that needs to be achieved:
  • Category Alignment, Brand Alignment, Cust. Alignment
  • The main purpose is to be customer centric
key learnings session 3 sales and marketing interface in fmcg4
Key Learnings Session 3: Sales and Marketing interface in FMCG
  • Integrated Business Planning: An internal process that involves the coming together of the Business Execution Teams and the Customer Teams
  • Usually begins with a Marketing Audit and then is followed by a Sales Audit from the customers.
  • The results are discussed in a workshop format
  • The participants in the workshop are usually cross functional.
key learnings session 3 sales and marketing interface in fmcg5
Key Learnings Session 3: Sales and Marketing interface in FMCG
  • Integrated Business Planning
  • Marketing Audit Input: Market Dynamics, Buying Behaviors of Customers, Brand Levers
  • Sales Input: Specific Customer Audit including shopper insights, category sales, customer sales, etc.
  • The Marketing Audit comes first, followed by the Sales Audit, followed up by Joint Business Plans made to specific customers like Delhaize, Carrefour, etc.
  • The last quarter of the year is mainly dedicated to negotiations of the Customer Teams with the customer.
thank you

Thank you!

Deva.Rangarajan@vlerick.com

Astrid.dewael@vlerick.com