The document provides 12 recipes for maximizing sales. The recipes include focusing efforts, being different through a unique selling proposition, carefully choosing marketing targets, reinforcing brands to build loyalty, creating emotional connections with customers, enhancing loyalty through relationships, communicating brand identity at every touchpoint, standing out at the point of sale, innovating to stay ahead, simplifying portfolio and messaging, being consistent across marketing mix elements and strategic decisions, and maintaining consistency over time. The goal is to gain loyalty by focusing on the brand positioning and not changing strategic decisions.

1. My 12 Recipes to
Maximize Sales
Belén Derqui
Peak Business Advisory
January, 2.010

2. 1.- Focus
Make sure the whole
organization pushes in
the same direction
Concentrate your efforts
Plan Search for
“Momentums”

3. 2.- Be Different
Unique Selling Proposition
Outstand but in a Relevant way
Better to be different than second
The battle for brands takes place in consumers´
mind…..or heart!
3

4. 3.- Carefully Choose your Target
The “Coffee for
everyone” era is out!
Focus your innovation
Carefully choose your
target. There are many
different segmentation
criteria:
“I am green conscious”
“I love cooking”

5. 4.- Reinforce your Brands
Obtain Loyalty through strong brands.
A brand that NEVER disappoints,
ALWAYS wins loyalty.
Make yourself well-known.
Brands are your most valuable assets.

6. 5.- Create Emotions
Go beyond the product and
nobody will be able to copy
you.
If you develop emotional
long-term relationships, you
will get preference and loyalty
Make him LOVE YOU !
The battle for the brands takes
place at consumers´ heart !!

7. 6.- Enhance Loyalty
A brand that is close to the
consumer is hard to be left
aside.
Loyalty management means
creating long lasting
RELATIONSHIPS with your
consumers.

8. 7.- Communicate
• Reinforce your brand identity highlighting its
Competitive Advantage.
• Communicate it in media, in the packaging, in every
touch point with the consumer …, do not forget the
Point of Purchase.

9. 8.- Outstand
• 70% of the purchase
decisions are taken at
the point of sale.
• Make sure you are
Visible & Accesible.
• Easily identificable.
• Try to control the
Point of Purchase!
• Collaborate with the
retailer. It´s a win win
relationship. 9

10. 9. Innovate
• Everything evolves, brands
too.
• Product Life Cicles get
shorter.
• Innovation creates market
leaders.
• Being first is important.
• Be Creative Think
differently!
10

11. 10. Simplify
• Portfolio
rationalization
• Less is More
• Simple things are
better managed,
better measured,
better communicated…
11

12. 11.- Be Consistent
• Be careful in every Touch
Point with the consumer
• Be consistent in ALL the
elements of your
Marketing Mix
• Be consistent in ALL the
elements of your
strategy
12

13. 12. Continue Being Consistent
• Define your Brand
Positioning and do not
change it , it is an
Strategic Decision.
• To gain Loyalty, first be
loyal to yourself.
• Maintain the route
along time

14. Thank You!
belen@derqui.com
www.peakbusinessadvisory.com