Sales volume targets, Market share targets, Profitability targets, Returns on investment targets

OBJECTIVES

Who ‘Owns’ the Consumer: The brands/products we buy AND The places we buy them

BASIC THINKING

HORIZONTAL SYSTEM

A channel arrangement (two or more companies) at one level join together --

combine resources and optimize the resources

COMPANY

Account & Territory Management (by sales revenue, by customer profile, by territory potential)

Sales Management (sales effectiveness and efficiency, sales performance management)

Internal Improvement

Matching Sales capacity to

market demand

Sales Support/

Infrastructure/Tool

Compensation Planning/

Talent Management

Sales Process,

Sales Readiness

KSF: Capturing their attention, Removing barriers to sale, No budget is only a wish

VERTICAL SYSTEM

CURRENT PARTNER

NEW PARTNER

EXAMPLE: Non-store retailer (Mail Order/Catalog Order, Direct Selling, Automatic Vending Machines, Online/Electronic Retailing/

Online Booking) Speciality outlet

Direct selling/direct marketing

Increasing the number of customers (Customer base) by adding new stores and tapping new geographical markets

Increasing the quantity purchased by customers (basket size) and Increasing the frequency of purchase by modifying

the product mix and encourage salespeople to cross sell

Develop & Diversify

Penetrate & Expansion

Creating a new format of retailer/intermediaries to capture a current

customer and new segment of customer !Combining the virtual experiences and the physical experience, then integrate

of all brand touch point

CUSTOMER

Excite and motivate customers to buy Capture their Hearts and Minds

Understand who your customers are Create Value Propositions that are simple,

meaningful and relevant

Make people want to buy

Increase Share of Wallet Cross Selling

Stimuli to spend more Create the untapped need

Make customer want to spend more

Demand Creation

KSF: Understanding shopper perceptions is key and Understanding how they shop is essential

PUSH

PULL

Sales&Marketing Strategy 2014