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Modern Trade Sales Program For SMSE
- 1. MODERN TRADE SALESDEVELOPMENT PROGRAM FOR SMSE BY MELEUSIPO FONOLLERA
- 2. MODERN TRADE SALESDEVELOPMENT STEPS 1. Establish Modern Trade Baseline Data 1.1 Current Key Accounts Portfolio 1.2 Current Product Placement, Performance and Fill Rates 1.3 Key Accounts Specialists’ Account Coverage And Skills Set 1.4 Current Retailer Relationships 1.5 Current Merchandising Practice 1.6 Existing Products for Category Positioning 2. Growing Sales in Modern Trade Business 3. Implement Monitoring Tools to Keep Track of Progress
- 3. 1.Establish Modern TradeAccounts Baseline Data
- 4. 1.Transaction Types 2.Account/Format/No. ofDoors 3.Category buyers name and contact numbers 4.Review performance of existing Key Accounts 5.Mode of deliveries to stores 6.Mode of securing purchase orders 7.Collection process 8.Trading Terms and Agreement 9. Issues and concerns 1.CURRENT KEY ACCOUNTS 1. Review performance of SKU placement (sales and off take) 2. Retailer SKU Number assignment 3. Fill Rates 4. Trade returns 5. Competitors 6. Issues and Concerns 2. CURRENT PRODUCT PLACEMENT 1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA
- 5. 3.CURRENT KEY ACCOUNTSSPECIALISTS 4.RETAILER RELATIONSHIPS 1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA 1.Current key accounts assignment/coverage 2.No. of months/years covered 3.Skills set 3.1Account management 3.2Communications skills 3.3Account business review CY2015 4.Current incentive program 1.Head offices 2.Names of category heads and buyers 3. Contact information (phone, email addresses, buying schedules) 4. Supports extended CY2015 5.In-store program participation CY 2015 6.Goodwill developed
- 6. 5. CURRENT MERCHANDISINGPRACTICES 1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA 1.Display spaces and allowances 1.1 Shelf Display 1.2 Mass Display Unit 1.3 In-Store Collaterals 1.4 Gondolas 1.5 End-caps 1.6 Check-outs 1.7 Tactical displays 2.Coordinator and merchandiser deployments 2.1Per store 2.2Daily schedules 3.Planogram/category 3.1Facings 3.2Max caps 3.3Blocking 3.4Shelves
- 7. 6. EXISTING PRODUCTSPROFILING FOR CATEGORY POSITIONING 1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA 1.Product Catalogue Per Category 1.1 Barcodes 1.2 Picture references 1.3 Dimensions, CBM, etc. 2.Ranking 3.Offtake/store 4.Supply price, discount per account 5.Selling price per account 6.Competitor selling price per account 7.Buyers feedback 8.Features, advantages, benefits 8.1Consumers 8.2Retailers 8.3Versus competitors
- 8. 2.Growing Sales inModern Trade
- 9. GROWING SALES INMODERN TRADE FOCUS AREAS 1. Vertical sales growth in existing key accounts/doors 2. Horizontal growth in existing key accounts new branches/doors 3. Horizontal growth in developing new key accounts 4. Skills development of key accounts specialists 5. Developing/improving retailer relationships 6. Addressing modern trade issues and concerns
- 10. GROWING SALES INMODERN TRADE FOCUS AREA:VERTICAL GROWTH IN EXISTING KEY ACCOUNTS/DOORS 1.Establish Goals 1.1Sales targets per product/per store 1.3Trading terms and agreements with annual performance rebate 2.Identify Opportunities 2.1 New SKU placements • Category positioning, •Buyer feedback •Insights from previous rejections 2.2 Incremental sales of existing SKUs – •Off take selling •Sell in/sell out promotions •Calendar of activities 2.3 Operational efficiencies •Cross function interface to improve efficiencies 2.4 Merchandising opportunities •Planogram •Rationalization of merchandiser deployment
- 11. GROWING SALES INMODERN TRADE FOCUS AREA:HORIZONTAL GROWTH(EXISTING KEY ACCOUNTS NEW DOORS AND NEW KEY ACCOUNTS 1.Establish Goals • Projections for new stores (existing key accounts) • Projections for new key accounts to be opened and no. of doors • Sku placements/category 2.Identify Opportunities 2.1New branches of existing Key Accounts • Projected store openings – Proposal for SKU placement/category • Opening supports, listing fees/category • Merchandiser deployment • Planogram • Initial order pipelining and set-up
- 12. GROWING SALES INMODERN TRADE FOCUS AREA:HORIZONTAL GROWTH(NEW KEY ACCOUNTS) 1.Retailer Profiling for New Key Accounts 1.1 Formats/No. of Doors 1.2 Category positioning •Proposed SKU Placements •Listing fees 1.3 Buyer info and contact nos. 1.4Accreditation procedures 1.5Type of transaction 1.6Mode of delivery to stores 1.7Store operations policies and procedures 1.8Collection procedures 1.9Calendar of activities 1.10Delisting/SKU rationalization
- 13. GROWING SALES INMODERN TRADE FOCUS AREA: KEY ACCOUNTS SPECIALISTS SKILLS DEVELOPMENT A. Existing Key Accounts/Doors B. Existing Key Accounts New Doors/New Key Accounts 1.Accounts assignment and coverage 1.1Head office and store branches 2.Account Management Skills set 2.1 Negotiations (win-win) 2.2 Trade letters communication 2.3 Presentation skills 2.4 Consumer promotion and events conceptualization & execution 2.5 Offtakeinsights and evaluation 2.6 Understanding category management 2.7 Basic call procedure 1.Company profile presentation for accreditation 2.Presentation of product features, advantages and benefits for: •Retailer category •Retailer’s store patrons 3.Trade letter preparation 4. Negotiations of terms, price, discounts and support 5. Understanding New Key Account Opened •Behaviour •Category philosophies •Buying procedures •Plans •Approval matrix 5.Head office and stores coverage
- 14. GROWING SALES INMODERN TRADE FOCUS AREA: BUILDING RETAILER RELATIONSHIPS 1.Account servicing 2.Active participation in retailers’ in-store programs/Calendar of Activities 3.Supports extended (e.g. anniversary support) 4.Agreed Trading Terms and Agreement
- 15. GROWING SALES INMODERN TRADE FOCUS AREA: ADDRESSING KEY ACCOUNTS’ ISSUES AND CONCERNS 1.Product Movement 2.Trade returns 3.Servicing issues 4.Accounts receivables management 5.Cost to sales ratio management 6.Delivery and merchandising penalties Accounts Issues and Concerns
- 16. 3. Implement MontitoringTools To Keep Track of Progress
- 17. 1.KAS Activity reports 2.Dailysales monitoring 2.1Orders 2.2Invoiced 2.3Delivered 3.Aging of receivables 4.Trade returns per account report 5.Cost to sales ratio report 6.Inventory and offtake reports 7.Quarterly account business review MONITORING FORMS/TOOLS
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