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Powerpoint Templates Page 2
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
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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
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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
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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
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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.
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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.
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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.
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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.
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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..
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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>
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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.
DECRIPTION: Trying to get
done/ desired result
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
PLANNED Start/ End Date: Planned start date:
End date:
Resources Needed: people,
budget, equipment/
system..
2 Marketing personnel
KAM Attributes Impacted
by this action
Value
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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.
DECRIPTION: Trying to get
done/ desired result
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
responsible of this action?
Marketing Depart with the support of the AGMC and sponsors
PLANNED Start/ End Date: Planned start date:
End date:
Resources Needed: people,
budget, equipment/ system..
2 Marketing personnel
KAM Attributes Impacted by
this action
Responsiveness/ Knowledgeable
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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.
DECRIPTION: Trying to get
done/ desired result
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
responsible of this action?
The whole Organization (PRODUCTION DEPT, QUALITY DEPT,
SALES & MRKTG, ENGINEERING DEPT & TRANSPORT DEPT)
PLANNED Start/ End Date: Planned start date:
End date:
KAM Attributes Impacted
by this action
Responsiveness/ Knowledgeable/ Helpful
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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.
DECRIPTION: Trying to get
done/ desired result
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
responsible of this action?
The AGMC
PLANNED Start/ End Date: Planned start date:
End date:
KAM Attributes Impacted by
this action
Responsiveness/ Knowledgeable/ Helpful/ Accessible
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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.
DECRIPTION: Trying to get
done/ desired result
The Team is trying to increase KA productivity by maximizing account
penetration while looking an opportunity to sell new product.
OWNERSHIP: Who is
responsible of this action?
The new KAMgr./ Marketing Team with the supervision of AGMC
PLANNED Start/ End Date: Planned start date:
End date:
KAM Attributes Impacted
by this action
Responsiveness/ Knowledgeable/ Helpful
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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.
DECRIPTION: Trying to get
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
PLANNED Start/ End Date: Planned start date:
End date:
KAM Attributes Impacted
by this action Responsiveness/ Knowledgeable/ Helpful
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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
DECRIPTION: Trying to get
done/ desired result
Evaluation and effectiveness of the action plan
OWNERSHIP: Who is
responsible of this action?
The KAMgr./Marketing Dept. with the supervision of AGMC
PLANNED Start/ End Date: Planned start date:
End date:
KAM Attributes Impacted by
this action Responsiveness/ Knowledgeable/ Helpful/effectiveness
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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
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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
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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.
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End of presentation
Thanks…
Cris B.R. Marketing In-Charge