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My 12 Recipes to
Maximize SalesMaximize Sales
Belén Derqui
Peak Business Advisory
January, 2.010
�Make sure the whole
organization pushes in
1.- Focus
organization pushes in
the same direction
� Concentrate your efforts
� Plan ����Search for
“Momentums”
�Unique Selling Proposition
�Outstand but in a Relevant way
� Better to be different than second
� The battle for brands takes place in consumers´
2.- Be Different
� The battle for brands takes place in consumers´
mind…..or heart!
3
3.- Carefully Choose your Target
� The “Coffee for
everyone” era is out!
����Focus your innovation
� Carefully choose your � Carefully choose your
target. There are many
different segmentation
criteria:
� “I am green conscious”
� “I love cooking”
4.- Reinforce your Brands
� Obtain Loyalty through strong brands.
� A brand that NEVER disappoints,
ALWAYS wins loyalty.
� Make yourself well-known.
� Brands are your most valuable assets.
� Go beyond the product and
nobody will be able to copy
you.
� If you develop emotional
5.- Create Emotions
� If you develop emotional
long-term relationships, you
will get preference and loyalty
���� Make him LOVE YOU !
� The battle for the brands takes
place at consumers´ heart !!
6.- Enhance Loyalty
� A brand that is close to the
consumer is hard to be left
aside.aside.
� Loyalty management means
creating long lasting
RELATIONSHIPS with your
consumers.
7.- Communicate
• Reinforce your brand identity highlighting its
Competitive Advantage.
• Communicate it in media, in the packaging, in every
touch point with the consumer …, do not forget the
Point of Purchase.Point of Purchase.
• 70% of the purchase
decisions are taken at
the point of sale.
• Make sure you are
Visible & Accesible.
8.- Outstand
Visible & Accesible.
• Easily identificable.
• Try to control the
Point of Purchase!
• Collaborate with the
retailer. It´s a win win
relationship. 9
• Everything evolves, brands
too.
• Product Life Cicles get
shorter.
• Innovation creates market
9. Innovate
• Innovation creates market
leaders.
• Being first is important.
• Be Creative ���� Think differently!
10
10. Simplify
• Portfolio
rationalization
• Less is More• Less is More
• Simple things are
better managed,
better measured,
better communicated…
11
• Be careful in every Touch
Point with the consumer
• Be consistent in ALL the
11.- Be Consistent
• Be consistent in ALL the
elements of your
Marketing Mix
• Be consistent in ALL the
elements of your
strategy
12
12. Continue Being Consistent
• Define your Brand
Positioning and do not
change it , it is an
Strategic Decision.Strategic Decision.
• To gain Loyalty, first be
loyal to yourself.
• Maintain the route
along time
