key account marketing improvement

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KEY ACCOUNT MANAGEMENT

IMPROVEMENT PLAN 2013

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CONTENTS Page

Executive Summary 04-05

Mission & Vision 06

Customer Service Vision 07

Goal & Objectives 08

Block in Achieving Objectives 09

KAM delivering results 10

Section 1: Summary of Key programs, Areas of improvement & Actions

Key program 1 – Key Account Separation 11

Key program 2 – Key Account Selection 12

Key program 3 – Key Account/ Market Organization 13

Key program 4 - Key Account Value proposition 14



CONTENTS Page

Section 1: Summary of Key programs, Areas of improvement & Actions

Key program 5 – KAM Recruitments 15

Key program 6 – Key Account Planning 16

Key program 7 – Key Account Plan Execution 17

Key program 8 – Monitoring & Measurement 18

Key Account Department Chart Organization Chart 19

The role of Key Account Manager 20-21



Winning the Key Mass Market/ Food retailing Business in KSA. According to experts, local companies must alter their business models

and operations to tap KSA rapidly growing key mass market where scale matters and price is king. Prosperity outside of major coastal cities, an evolving middle class and fierce competition will drive more Local companies to develop innovative, low-cost business models to reach new markets and customers across the various regions. Local Companies/ suppliers will need to transform key areas of their businesses – including sales channels, distribution, R&D, procurement and human resources – to capture this historic opportunity.

The Industrial and consumer products companies alike will have to reevaluate their business models and operations to sustain rapid revenue growth and profits.

EXECUTIVE SUMMARY

THE PRESENT



Having identified the opportunity to grow in our business financially and exponentially through developing and adding value to our key account costumers. Specifically, we have discovered that if we can maintain our current customers retention levels and provide additional, value added services to this customers base, we will achieve some important company objectives.

First, we’ll be able to increase our revenue levels and subsequently bottom line profits by having existing customers to introduce more of our product lines. Moreover, we’ll increase our competitiveness in the market place as a preferred supplier in their sector. (of course after gaining competitive advantage)

Second, We’ll have the opportunity to gain a larger share on our key customers wallet. This will cement the relationship with our customers ensuring long-term retention of their business.

Third, We’ll have the opportunity to hire someone (Key Account Manager) capable in planning and managing key accounts to produce real business growth in our organization’s profit.

THE FUTURE



MISSION AND VISION

To satisfy the needs of our customers, we will make every effort to provide fresh & tasty product that always available on time at reasonable price.

We envision to become the customer’s first choice in quality branded mass produced bakery and confectionery products in the Kingdom of Saudi Arabia & the GCC region.



Customer service vision The new Key Account Management is aiming to provide the best

customer service to our key market segment influencers as well as its consumers by diligently listening to our customers’ concerns, being capable and knowledgeable in our job duties, and showing a willingness to go above the customers’ expectations when addressing customers’ issues and interest.

OUR FUCHSIA VALUES will make us different – Treat our Customers as our top priority. Earn positive and trusted relationships with customers & Operate with the highest levels of integrity.



GOALS AND OBJECTIVE To remove Key Accounts Customers from the regular sales force’s

jurisdiction and place within a separate organization unit.

To improve Customer Satisfaction Score on this Accounts and establish a stronger sense of partnership.

To meet the requirement of the contract and provide necessary support and service to create a better business relationship.

To increase the volume of our business on this market.

To optimize profitability of the business in an account.



Blocks in achieving objectives Low level of Face to Face meetings with Key Accounts Lack of “farming” of accounts to produce organic growth Failure to recognize and spot opportunities for adding value due to lack of commercial awareness. Not identifying the evolving needs of the customers at an early stage. Lack of questioning skills to uncover problem/ pain areas within an account where we can provide a value added solution. Poor negotiating skills Failing to identify the key decision-making process within a key account. The inability to delegate tasks, leading to poor time management. Lack to focus on growing the customers’ business with us. Skills gaps between Account representative and Key Account Representative.



KAM Delivering Results Research shows that structured and resourced account strategies and plans deliver consistently higher revenues and margins, lead to higher customer satisfaction levels and hence to lower customer attrition rates. The Key account management will help our company to gain the status

of strategic rather than as a commodity supplier to our major customers, guarding margins & improving security of retention. 20% of our customers generally produce 80% of revenues, so losing such key accounts is expensive and damaging to our bottom line. Proper Key account management will maximizes the chance of keeping these key accounts. The KAM aims to concentrates on how to develop profitable customers. A focused approach to KAM. Will lead to a dramatic increase of both opportunity costs and direct costs of sale and lead to a major fall in the win ratio..



SUMMARY OF KEY PROGRAMS, AREAS OF IMPROVEMENT & ACTIONS

KEY PROGRAMS-1 KEY Account Market separation

AREA of IMPROVEMENT Focus on improving the Key Account Market segment to build trust and confidence

that leads us to a Long Term Relationship which are essential to our long-term

success.

Action The Marketing dept. with the support of AGMC will try assembling a KEY Account

Management TEAM to focus & understand our customers business, their plans, their

key concerns and their views of us as a supplier.

The Marketing department will encourage customer-facing departments such as

production, sales admin., and Distribution <dispatch> is also represented in the KA

Team, and keeps up to date with account developments.

DECRIPTION: Trying to get

done/ desired result

The new plan goal is to detach KA from the present department and become a new

unit of the organization, which will name KEY ACCOUNT DEPARTMENT.

OWNERSHIP: Who is

responsible of this action? Marketing department with the support of the Assist. Gen. manager and

sponsors.

PLANNED Start/ End Date: Planned start date:

End date:

Resources Needed: people,

budget, equipment/ system.. At least 2 Marketing personnel to conduct SWOT Analysis. 1 extra

vehicle to carry out the action plan.

KAM Attributes Impacted by this

action Responsiveness to account issues <promotion, after sales service,

contracts, distribution and positioning>



KEY PROGRAMS-2 Key Account Selection

AREA of IMPROVEMENT Focus on identifying and selection process to determine exactly the most

potential customer that can contributes growth to our company.

Action The TEAM will analyze each customer details in addition to historical

<sales> and potential review to determine whether to ADD to the

segment or not.

Other specific action to be taken will be done through account history

checking by product performance, service effort and profitability.



The team wanted to establish the lists of Key Accounts based on

customer’s potentiality, historical sales data and needs analysis.

OWNERSHIP: Who is

responsible of this action?

Marketing/ Sales Department


End date:


budget, equipment/

system..

2 Marketing personnel

KAM Attributes Impacted

by this action

Value



KEY PROGRAMS-3 Key Account Organization

AREA of IMPROVEMENT

Focus on improving Internal Communications among departments up to top management

level to improve commitment as well as to practice TEAM WORK effort. (Production-

Dispatch-Sales-Marketing)

Action We’ll establish Change Management program - Key Account Organization Chart, Key

Account Management Duties and Responsibilities & Accountabilities. All new staff must be

trained to accept the change and work towards a new approach.



The Marketing Dept. in supervision of the AGMC will try to put up together a balanced Key

Account Team to communicate effectively with decision makers at every level within.

The team may include the following people:

1- Key Account Manager

1- Key Account Coordinator

4- Key Account Supervisor

13- Merchandisers’

Key Account Salesmen

We need to ensure that there is a team of people in place with skills and professional interest

that match those of customers team.

OWNERSHIP: Who is


Marketing Depart with the support of the AGMC and sponsors


End date:


budget, equipment/ system..

2 Marketing personnel

KAM Attributes Impacted by

this action

Responsiveness/ Knowledgeable



KEY PROGRAMS-4 Value Proposition

AREA of IMPROVEMENT Focus on improving the Value Proposition – Product quality, After sales

service, Marketing Support and better product value than the

competitors.

Action The TEAM will closely monitor the production dept. behavior and its

quality to deliver the best result to customers. Will be involved in the

weekly product evaluation to improve quality of products.

To carefully understand the customers’ needs and wants and present

necessary action plan to the management for immediate resolve of

necessary plan of action.



To reduce doubts and to be certain that our key customers keep coming

back, we will strictly put into practice the product evaluation where

carefully review the competitors Quality, Price, Delivery and Convenience

in comparison with our products.

OWNERSHIP: Who is


The whole Organization (PRODUCTION DEPT, QUALITY DEPT,

SALES & MRKTG, ENGINEERING DEPT & TRANSPORT DEPT)


End date:


by this action

Responsiveness/ Knowledgeable/ Helpful



KEY PROGRAMS-5 Key Account Manager Recruitment

AREA of IMPROVEMENT Focus on improving the Key Account management to establish trust with

Customers, Front liners as well as to the product itself.

Action We will Hire a new Key Account Manager, eligible & experienced person

to focus in enhancing the efficiency and effectiveness of customer

relationship and development. We will hire a skilled and knowledgeable

person to lead the new TEAM, an individual who must generate profitable

revenue over the long term.

We will recruit a KA manager that can resolve any internal difficulties and

not only know how to sell, but also to know the details of the market &

the competitors involved, posses a deep understanding of the

customer’s business & an ability to act as consultant in this field of

activity.



We want to expand our business with different customers’ organization

and increase penetration – We need a people with management skills to

realize the KAM, rather than place all the responsibility on the shoulders

of someone who is not necessary suited to the task.

Our Customers should feel confident that we have the staff to meet their

requirements.

OWNERSHIP: Who is


The AGMC


End date:


this action

Responsiveness/ Knowledgeable/ Helpful/ Accessible



KEY PROGRAMS-6 Key Account Planning

AREA of IMPROVEMENT Focus on profitable customers and even prospects that have higher

potential to grow in value for us.

Focuses on the identification of larger sales opportunities and the growth

of revenue from an account.

Action The KAM TEAM must build a strategic plan towards its mission and

vision as well as how to achieve the Goals and Objectives.

The TEAM must provide regional action plan, Customer Call cycle plan

<weekly/ monthly>, strategic process and product positioning and

strategic promotional plan.



The Team is trying to increase KA productivity by maximizing account

penetration while looking an opportunity to sell new product.

OWNERSHIP: Who is


The new KAMgr./ Marketing Team with the supervision of AGMC


End date:


by this action

Responsiveness/ Knowledgeable/ Helpful



KEY PROGRAMS-7 Plan Execution

Action The KAM TEAM will perform a regular review of the alignment

between the parties, and try involving both parties to improve

the chances of successful plan execution.

The Key Account Manager will guarantee Enter order or

recognition of order in system, Alert account to any

changes (reimbursement), and Assure account

satisfaction, Show appreciation of business and

Reinforce prior purchasing decisions.


done/ desired result To Assure smooth implementation of the plan in order to take

corrective action if necessary and to reclassify where

appropriate.

OWNERSHIP: Who is

responsible of this action? The KAMgr./ Marketingdept. With the supervision of

AGMC


End date:


by this action Responsiveness/ Knowledgeable/ Helpful



KEY PROGRAMS-8 Monitoring and Measurement

AREA of IMPROVEMENT Focus on improving skills in measuring / assessing accomplishments on

Cost of Actions, Resources Consumed, Sales, Cost of goods,

Services and goods provided, Promotion effort,

Revised targets and budgets.

Action The KAM TEAM will provide a method or process to

Get feedback from account

Analyze win / loss

•Compare performance against goal

•Benchmark own performance against competition

The Team will review and evaluate: per qtr.

Calculate ROI

•Review sales records

•Re- evaluate sales strategy



Evaluation and effectiveness of the action plan

OWNERSHIP: Who is


The KAMgr./Marketing Dept. with the supervision of AGMC


End date:


this action Responsiveness/ Knowledgeable/ Helpful/effectiveness



Assist. General Manager-Comm'l

KA Supervisor - Hasa/Khobar/ Jubail

KA Salesman

KA Merchandisers

KA Supervisor Riaydh/ Qassim

KA Salesman

KA Merchandisers

KA Supervisor - Jeddah/ Mecca/

Kahmyst

KA Merchandisers

KA Salesman

Key Account

Manager

KA

Coordinator

KEY ACCOUNT DEPARTMENT

ORGANIZATION



Main Job Purpose:

The primary role of a Key Accounts Manager is to effectively manage the Key Account

operation. This involves delivering the agreed category business objectives in this

channel. The role requires strategic thinking, solid planning and analytic skills, a

passion for growth, and an ability to lead and deliver through others.

To be responsible for Volume and NPS for the Channel across the assigned geography.

o To ensure that company Account Objectives are fully met.

o To ensure that agreed standards of customer service are met.

o To ensure that all trading agreements with customers are fully implemented.

o To ensure that all planned activities are in place on time.

Key Accountabilities:

o Ensure achievement of Distribution and visibility Targets for all Product/ Brand.

o Develop and implement appropriate Channel & Customer Plans utilizing the support

budget to achieve the sales Targets.

o Monitor Sales Performance by Product by Customer through Daily, Weekly & Monthly

reports.

o Conduct frequent Business review meetings with all customers.

o Lead the related negotiations with all customers.

o Ensure Shelf Planno-Grams are maintained as per the plans.

o To actively monitor competitors،¦ activities and suggest / implement appropriate action.

o Devote maximum time in the market to understand the dynamics of the Channel.

The Role of Key Account Manager



o To provide Sales Forecast in line with Sales Trend and Sales Plan.

o To ensure that agreed Customer Service standard / parameters are met.

o To prepare Annual Work Plan and agree with All-Out-Marketing.

o Effective monitoring Sales & Merchandising Force through well designed route

plans.

o Constantly provide on job coaching to Sales & Merchandising Force.

o Maintain a high level of team motivated & focus.

o Ensure customer outstanding do not exceed the agreed credit limits.

o Ensure customers payouts are settled on time.

o Develop CRC - Customer Record Card, Agree stock norms for store / shelf for lead

brands with KA's

Requirements

Professional Skills / Qualifications:

Solid communication and interpersonal skills

Strong negotiation skills

Relevant experience in Key Accounts for a reputable company, preferred.



End of presentation

Thanks…

Cris B.R. Marketing In-Charge


key account marketing improvement

Documents

key areas

key accounts

key account planning

key account separation

key account selection

key account costumers

key customers wallet

summary of key programs