Vlerick Sales club summaries

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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. - PowerPoint PPT Presentation

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Customer Centricity Study

Organization structures for SCM1 Vlerick Business SchoolVlerick Sales club summariesDeva Rangarajan

List of sessionsSteps in strategic sellingWhat are the different roles in strategic sellingSales and Marketing?MerchandizingBuilding a PlanogramKey account managementCategory ManagementShopper based designCRM UsageEthical Issues3 Vlerick Business SchoolKey Learnings Session 3: Sales and Marketing interface in FMCGMarketingLong term focusBrand focusBudget controlAssortment/company focusPricing responsibility (shared)salesShort term focusCategory focusBudget controlClient focusPricing responsibility (shared)4 Vlerick Business SchoolKey Learnings Session 3: Sales and Marketing interface in FMCGIn FMCG companies, there usually are two kinds of teams: Business execution teams and Customer TeamsBusiness 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 BETsThey are vertically organized5 Vlerick Business SchoolKey Learnings Session 3: Sales and Marketing interface in FMCGThe Customer team usually is a predominantly sales oriented teamIs organized by type of customers so is horizontalYou 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 TeamsThey are horizontally organized6 Vlerick Business SchoolKey Learnings Session 3: Sales and Marketing interface in FMCGSales and marketing interface at at least three different levels: 1) day to day business, 2) Integrated business planning, 3) customer negotiationsThe key for success here is three levels of alignment that needs to be achieved:Category Alignment, Brand Alignment, Cust. AlignmentThe main purpose is to be customer centric

7 Vlerick Business SchoolKey Learnings Session 3: Sales and Marketing interface in FMCGIntegrated Business Planning: An internal process that involves the coming together of the Business Execution Teams and the Customer TeamsUsually begins with a Marketing Audit and then is followed by a Sales Audit from the customers.The results are discussed in a workshop formatThe participants in the workshop are usually cross functional.8 Vlerick Business SchoolKey Learnings Session 3: Sales and Marketing interface in FMCGIntegrated Business PlanningMarketing Audit Input: Market Dynamics, Buying Behaviors of Customers, Brand LeversSales 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.

9 Vlerick Business SchoolThank you!Deva.Rangarajan@vlerick.comAstrid.dewael@vlerick.com

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