Sales Management Course - P&G Case Study Presentation
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Sales Management Course - P&G Case Study Presentation

on

  • 85 views

SALES MANAGEMENT COURSE (submitted presentation slides) ...

SALES MANAGEMENT COURSE (submitted presentation slides)

Course Description:
Effective sales management has a high impact on firms' market and financial performance. Firms invest a high amount of money in their sales forces, salespeople establish and maintain customer relationships, and generate sales and profit.

Me and my teammates achieved 30/30 points with this presentation from Dr. Tim Bendig (class instructor) and P&G company representatives.

Please note that the uploaded task description is not complete!
Please note that the presentation is built on imaginary store and task!

You are Key Account Manager for Gillette and responsible for the customer ‘Gamma Stores’.

The key question is: “How to launch the new Lady shaver Venus & Olay and how to leverage Venus Olay as the growth engine for your female shaving business at your customer”.
It is July 2012 and you & your team develop the Launch Plan and Conceptual Sell for Venus & Olay at Gamma Stores (planned for Jan13).

Case Study outline:

-Venus & Olay- the product
-Target group
-Media- and ER-support
-Development female grooming market
-Calculation / Pricelist
-Gamma Stores .

Important take-away:

5 Steps of Persuasive Selling Format (Conceptual Sell):
-Summarize the Situation
-State the Idea
-Explain How it Works
-Re-Inforce the Benefits
-Easy Next Steps

Statistics

Views

Total Views
85
Views on SlideShare
72
Embed Views
13

Actions

Likes
0
Downloads
1
Comments
0

3 Embeds 13

https://www.linkedin.com 8
http://www.slideee.com 4
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Sales Management Course - P&G Case Study Presentation Presentation Transcript

  • 1. Sales Management | March 19th 20130 WELCOME! Venus & Olay launch in Gamma stores Msc Sales Management Basmah Abdulkarim, Kata Gyarmati, Jan-Philipp Lembke, Jessica Sgarlata
  • 2. Sales Management | March 19th 20131 Agenda What is the Current Situation? What is our Idea? How does it Work? What are the Benefits? What are the Next Steps?
  • 3. Sales Management | March 19th 20132 Situation and our Conclusions Shaving trends in Germany Consumers‘ Decision Drivers Growth Driver Innovation is key for category growth Leverage these Decision Drivers at POS Win new customers 2005 2006 2007 2008 2009 2010 2011 +33% Revenue growth 1 Fragrance 2 Color 3 Variety 4 Something New 5 Quickness Women want...Of all women..  ~50% shave their body hair  Shave 11 times a month  ~33% include it in regular body and beauty care  Use 10 blades a year
  • 4. Sales Management | March 19th 20133 Agenda What is the Current Situation? What is our Idea? How does it Work? What are the Benefits? What are the Next Steps?
  • 5. Sales Management | March 19th 2013 2 Categories 2 Brands 2 Strengths 4 Product Innovation Best Shaving through Embrance 5-blades technology Improved 2-in-1 Solution Skin care through Olay ingredients Female Wet Grooming Skin Care
  • 6. Sales Management | March 19th 20135 The Idea Achieving category growth in female grooming through changed behavior and in skin care through target group transfer effects. Today Future “Shaving is only a function to remove unwanted hair which stresses my skin” “With Venus & Olay, shaving becomes the foundation of my daily Skin Care.”
  • 7. Sales Management | March 19th 20136 Agenda What is the Current Situation? What is our Idea? How does it Work? What are the Benefits? What are the Next Steps?
  • 8. Sales Management | March 19th 20137 Where will V&O Consumers Come from? (See Excel Sheet 2) • Quattro for Women (-2%) • Intuition (-2%) • Venus for Women (-10%) • Venus Breeze (-15%) • Venus Embrace (-10%) • Protector Lady Plus (-2%) • Intuituin Plus Hydra Soft (-2%) • Senior Excel for Women (-2%) • Venus Embrace (-5%) • Intuition Melon Fresh (-2%) • Protector Lady Swing (-2%) Cannibalisation Olay ConsumersMarket Growth 104M Units 70M Units 31M Units 3M Units 5% (expected 2013) Currently only 4% of consumers buy both brands. Profit margins for V&O are, however, extremely outstanding.
  • 9. Sales Management | March 19th 20138 Budget focus on Displays and Mailings ID Measure Quantity Price TOTAL Hyper Super Number of Stores TOTAL 1 Full Page Ad in the Customer Magazine 0 25.000,00 € - € - € 2 Full Page in the Employee Magazine 0 5.000,00 € - € - € 3 Sales Ladies per Day 1 150,00 € 150,00 € 0 0 0 - € 4 Advertising Banner on Gamma Homepage in the Internet 1 3.000,00 € 3.000,00 € 3.000,00 € 5 Information / Education Folder for Store Personnel 1 18,00 € 18,00 € 0 0 0 - € 6 Information / Education Card with Venus Vibrance Demo Folder with Line Up Explanation 1 3,00 € 3,00 € 0 0 0 - € 7 Mailings: per 100M Multi Brand Mailings to Gamma Card Holders 1,7 10.000,00 € 17.000,00 € 0 17.000,00 € 9 1/4 Chep Display with 30 Shavers and 30 Blades 1 35,00 € 35,00 € 1500 1500 52.500,00 € 10 1/2 Chep Display with 60 Shavers and 55 Blades 1 55,00 € 55,00 € 500 0 500 27.500,00 € 11 Permanent Display 1 120,00 € 120,00 € 0 0 0 - € 12 Feautre: incl. Preisabschlag 0 50.000,00 € - € 0 - € 100.000,00 € Budget 100.000,00 € Budget (Excel Sheet 1) Measure Quantity Hyper Super Total Internet Banner on Gamma Store Homepage Mailings: per 100M Card Holder ¼ Chep Display with 30 Shavers and 30 Blades ½ Chep Display with 60 Shavers and 55 Blades 1 1.7 500 1500 3.000€ 17.000€ 52.500€ 27.500€ 100.000€
  • 10. Sales Management | March 19th 20139 Display Type #1 1 Fragrance 2 Color 3 Variety 4 Something New 5 Quickness Display #1 Based on Consumers‘ Decision Drivers 4 Clear „NEW“ communication 2 Glimmering Gold 3 Quick Information on Display (Innovation on Information) 1 Fragrance Dispenser 5 Small Flyer Information Holder
  • 11. Sales Management | March 19th 201310 Display Type #2 Display #2 to target the Olay-only users Communicating Venus at the Olay Shelf Small amount of Venus raisers displayed
  • 12. Sales Management | March 19th 201311 Display Type #3 Display #3 V&O and Olay Essentials Sister Display Places the two brands‘ products close to each other Optional product- bundling offer
  • 13. Sales Management | March 19th 201312 Agenda What is the Current Situation? What is our Idea? How does it Work? What are the Benefits? What are the Next Steps?
  • 14. Sales Management | March 19th 201313 What are your Benefits Display #3 V&O and Olay Essentials Sister Display Display #2 to target the Olay- only users Display #1 Based on Consumers‘ Decision Drivers High expected Sales for V&O New Customers to Female Grooming Category Cross-Category Growth
  • 15. Sales Management | March 19th 201314 Agenda What is the Current Situation? What is our Idea? How does it Work? What are the Benefits? What are the Next Steps?
  • 16. Sales Management | March 19th 201315 Rebates 2013 Profit Margin (Excel Sheet 3) FIXED FIXED Name 2012 Name 2013 Venus Breeze Venus&Olay Venus Breeze Venus&Olay 8,82 10,44 8,98 11,45 Rebate A 4,20% Special Partner Rebate 4,20% 0,3704 0,4385 0,3772 0,4809 Rebate B 2,00% Long-term Relationship Rebate (+0,2% per year) 2,20% 0,1764 0,2297 0,1796 0,2519 Rebate C 5,00% Shelf Dominance Compared to Wilkinson 4,00% 0,4410 0,4176 0,4490 0,4580 Rebate D >160.000 5,00% Quantity >100.000 3,00% 0,4410 0,3132 0,4490 0,3435 = Invoice Price EUR 7,3912 9,0410 7,5252 9,9157 Rebate E 5,00% Skonto I 5,00% 0,4410 0,5220 0,4490 0,5725 Rebate F 3,30% Skonto II 3,30% 0,2911 0,3445 0,2963 0,3779 = Net/net Price EUR 6,6591 8,1745 6,7799 8,9654 RSP EUR 9,95 12,99 10,95 14,99 Trade Profit EUR 1,7022 2,7414 2,4218 3,6313 Margin earned % 20,4% 25,1% 26,3% 28,8% Razors Blades Rebate Type 2013 Special Partner Rebate 4,20% Long-term Relationship Rebate (+0,2% per year) 2,20% Shelf Dominance Compared to Wilkinson 4,00% Quantity >100.000 3,00% = Invoice Price EUR Skonto I 5,00% Skonto II 3,30% = Net/net Price EUR
  • 17. Sales Management | March 19th 201316 Profit Margin 2013 Profit Margin (Excel Sheet 3) FIXED FIXED Name 2012 Name 2013 Venus Breeze Venus&Olay Venus Breeze Venus&Olay 8,82 10,44 8,98 11,45 Rebate A 4,20% Special Partner Rebate 4,20% 0,3704 0,4385 0,3772 0,4809 Rebate B 2,00% Long-term Relationship Rebate (+0,2% per year) 2,20% 0,1764 0,2297 0,1796 0,2519 Rebate C 5,00% Shelf Dominance Compared to Wilkinson 4,00% 0,4410 0,4176 0,4490 0,4580 Rebate D >160.000 5,00% Quantity >100.000 3,00% 0,4410 0,3132 0,4490 0,3435 = Invoice Price EUR 7,3912 9,0410 7,5252 9,9157 Rebate E 5,00% Skonto I 5,00% 0,4410 0,5220 0,4490 0,5725 Rebate F 3,30% Skonto II 3,30% 0,2911 0,3445 0,2963 0,3779 = Net/net Price EUR 6,6591 8,1745 6,7799 8,9654 RSP EUR 9,95 12,99 10,95 14,99 Trade Profit EUR 1,7022 2,7414 2,4218 3,6313 Margin earned % 20,4% 25,1% 26,3% 28,8% Razors Blades Razors Blades Venus Breeze Venus&Olay Venus Breeze Venus&Olay 8,82 10,44 8,98 11,45 0,3704 0,4385 0,3772 0,4809 0,1764 0,2297 0,1796 0,2519 0,4410 0,4176 0,4490 0,4580 0,4410 0,3132 0,4490 0,3435 7,3912 9,0410 7,5252 9,9157 0,4410 0,5220 0,4490 0,5725 0,2911 0,3445 0,2963 0,3779 6,6591 8,1745 6,7799 8,9654 9,95 12,99 10,95 14,99 1,7022 2,7414 2,4218 3,6313 20,4% 25,1% 26,3% 28,8%
  • 18. Sales Management | March 19th 201317 Let‘s Talk...