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13_GAM_HG
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13_GAM_HG

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  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Titel of your presentation Date Your department Introduction slide
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Titel of your presentation Date Your department Discuss Global Contract and fee model. You could mention which global accounts these are.
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Explain who is represented on Steering Committee – more info on deal teams on next slide. Deal/ Launch/ Account teams: Close enabling working relationship between Deal/Launch/Account Team and Global Account Director Close enabling working relationship between Deal/Launch/Account Team and Global Account Management Team. No formal reporting lines CEO: Direct reporting line & formal performance appraisal Content on deal teams: Representatives from across Fairtrade are on Deal/Launch Team Actual named individuals on Team will vary according to each global account; there will be a Team assembled per global account GAM TEAM: Direct reporting lines from team members to GAM Director
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Drawn from across Fairtrade; representative of all operations must work collaboratively to achieve common outcomes. Functional areas are as listed in table opposite Actual named individuals on Deal Team will vary according to each global account Skills should be reused on similar deals wherever possible e.g. Chocolate Deal Team / Coffee Deal Team
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Licensing is important  on average ½ of LI income comes from licensing FLO does licensing as well, since Oct. 2007
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department As in LIs who has CERT as certifier 2 separate but parallel processes Important elements of contract: Require sourcing only from certified Fairtrade operators Outlines how Mark and Name can be used Lists products and countries allowed to sell with Mark
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Introduction to International Licensing 20090125 International Licensing Exception are some private label products
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department Important concept in our system in licensing Regulated thru Crossborder Sales Regulations V2 Licence fees transferred to destination LI Agree on licence fee in approval process
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department LCC Regional Composition, 7 members Meet 3 times a year L&TA All colleagues working in trade audit and licensing Annual Forum to discuss and solve issues in with regard to trade audit and licensing.
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department
  • Introduction to GAM and International LicensingTitel of your presentation GAM UnitYour department
  • Transcript

    • 1. Global Account Management Information Days© Fairtrade 2012 GAM Information Day
    • 2. The goal of Global Account Management is to leverage deeper commitment from business partners by streamlining their engagement with FAIRTRADE and negotiating as a single global system An Introduction to GAM Central role for FLO  Director of GAM  Global Account Management Team Integrated part of Fairtrade system  Steering Committee  Task forces© Fairtrade 2012 GAM Information Day 2
    • 3. Definition of GAM account: 2.Fairtrade sales in total above entrance threshold - €100 Mio annual wholesale value of Fairtrade sales. Global approach = harmonisation 3.TNC with substantial Fairtrade sales in 3-4 markets outside of home market (with a brand market share in the defined category of 5-10% in each market. 4.Steering Committee can exercise judgement based on company’s expansion plans, but also on the profitability/break even point of the account. Discount model and licence fee distribution agreement© Fairtrade 2012 GAM Information Day 3
    • 4. GAM Construct FLO CEO Steering Committee • Director is Accountable to FLO CEO, ultimately FLO Board • Strong symbiotic relationship • Director has delegated authority to make • Strategic direction given by Steering decisions on global account management Committee (SC). Director to follow or reach agreement to modify/amend with Global Account SC Management • 2-way Consult / Inform role Director • Ways of working and governance role between SC & Director will be defined in • Note: team members can be clear protocol/process steps either full-time employed from the GAM function or personnel employed elsewhere in Fairtrade • Close ‘enabling’ working relationship but part-time aligned to GAM between Deal/Launch Team, GAM Team Global Account • Team members will have & GAM Director, but no formal reporting Management programme management focus lines Team and/or account focus (i.e. their •“do the activities” that compliment the responsibilities aligned to identified GAM team’s core functional activities; global accounts – e.g. SBUX, with the combined aim to manage and Cadbury etc) drive forward relationships between global accounts and Fairtrade Deal / Launch / More Info next slide Account Teams © Fairtrade 2012 GAM Information Day 4
    • 5. Deal Team will: • be comprised of the right skills to engage with an Account irrespective of geographical or organisational (FLO / LI) alignment GAM Construct: • perform each of their own ‘home’ functions to compliment the Global Account Deal / Launch Management function Teams • be configured for each global account engagement and will include a full suite of functional areas Functional Representation: (order not prioritised) “Lead LI” rep FLO CERT Global Product Management Producer Services and Relations Legal Licensing Brand Management & Marketing Strategy and Policy Financial Standards Social Compliance PN Executive rep© Fairtrade 2012 GAM Information Day 5
    • 6. Introduction to International Licensing Gives a company the right to use the Fairtrade Certification Mark on the products made with Fairtrade ingredients sold under their brand-name for companies in countries with no LI. Licence fee - Based on Currently Fairtrade “wholesale before retail value” International has FLO Licence fees are 1% 56 licensees in 19 in countries with no countries national initiative (labelling initiative or marketing organization) GAM Information Day© Fairtrade 2012 6
    • 7. Licensee Applicant Licensing Process Application & Application & Certification Licensing Certification fee No application fee Certification Licence contract contract Licence fee Licence contract only valid with certification!© Fairtrade 2012 GAM Information Day 7
    • 8. Scope of Certification and Licensing Who needs certification? Manufacturer ct du pro t he rms n sfo Tra Pro Consumer-ready duc t ow ner packaged product Who is the licensee? Brand- owner© Fairtrade 2012 GAM Information Day 8
    • 9. CrossborderSales One Contract, One Contact Vietnam HOME Market Licensee CBS approval required Licence income transferred Singapore Thailand Germany© Fairtrade 2012 GAM Information Day 9
    • 10. Harmonisation of Licensing Licensing and Contract Committee (LCC) • CBS processes and issues • Standard Contract and other licensing tools • Regulations and recommendations Licensing & Trade Audit Meeting (LTA) • Annual meeting • Forum on licensing and trade audit issues© Fairtrade 2012 GAM Information Day 10
    • 11. Introduction to New MarketsNew Markets ResponsibilitiesManagement Building-up and strengthen current and prospective Fairtrade Marketing Organizations in non-LI countries (Global North) Development of domestic Fairtrade markets in producer countries (Global South) Information exchange and project-based collaboration with fair trade organisations in non-LI coutries worldwide Current Activities Market development in the North (in order of priority): Poland, Hong Kong, Russia, Hungary Market development in the South (in order of priority): India, Brazil, Mexico, Philippines, China, Kenya Support to existing Fairtrade Marketing Organizations – South Korea, Czech Republic Strategic work, e.g. prioritization framework for new markets, global approach concept for new markets; © Fairtrade 2012 GAM Information Day 11
    • 12. New Markets:Where they are Labelling Initiatives Fairtrade Marketing Organization New Markets - South New Markets - North On the list for New Markets (Russia, Hungary, Slovakia, Arab States, Philippines) © Fairtrade 2012 GAM Information Day 12
    • 13. Topics Priority A Priority B Priority C New markets Brazil * Kenya Singapore SouthCurrent Mexico * Arab States Philippinespriorities India * New markets Hong Kong * China Turkey North Poland * Taiwan Building new Russia Hungary contacts Slovakia Portugal Support for South Korea, current FMO’s Czech * Plan for a FMO in 2012© Fairtrade 2012 GAM Information Day 13
    • 14. GAM Information Day 14

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