How do you succeed in Sales & Marketing - Kohinoor Business School.pptx
1. How to succeed in Sales & Marketing?
What you need to do
What skill sets
What strengths
What can you expect in the first three years
Topic
Rajat Basu 26thFeb 2016
Kohinoor Business School
5. What do you need to succeed?
Left brained, control, policing leaks
Goal oriented, efficiency, disciplined,
Time management
Lead teams, selective relationships
Thrive under pressure/ stress
Achieve toplines, improve costs of operation
Deal with conflicting self interests
FMCG Sales
6. Responsible for 3 primary functions
1. Sales - Primary, Secondary
2. Market Coverage - Journey cycle coverage
Weighted vs Numeric distribution
3. Market Hygiene- Trade ROI, Inventory
Schemes and Norm Management
Visibility, New launches
FMCG Sales
7. 3 additional things you could do
1. Understand consumers
Who buys, how, why, their motivations, etc.
2. Understand Markets
Explore India/ Bharat, rural/ semi urban
Mechanics of promotions, pull vs push
3. Understand Trade
FMCG Sales
8. What do you need to succeed?
Left & Right brained
Strategic mindset – questions
Empathise with creative process
Open to ideas, wide areas of interest
Psychology, Anthropology, Neuroscience
Get to the essence, recognise patterns
Be comfortable with ambiguity, conflicting viewpoints
Can you simplify complex issues?
Brand Mgt
9. Assisting the Brand Manager
1. Its about doing
Analyse research, write reports, take minutes
Update about upcoming dangers, deadlines
Work with Domain experts
2. But also a chance to show your thinking skills
Are your reports shallow or offers rich thinking
Do you care enough or settle for ‘ok’
Do you sacrifice strategy for a cool tactic? Or vice versa
Brand Mgt
10. Assisting the Brand Manager
3. You are being evaluated
• Executor or thinker
Quality of reports, analysis
Contribution to strategy
• Team player or Individualist
Conflicts, team work issues, communication
Commitment to deadlines
• Do you care enough
Settle for ‘ok’ or push for great
Sacrifice strategy for a cool tactic? Or vice versa
Brand Mgt
11. Assisting the Brand Manager
4. Win your boss over
• Make him look more effective
• Hit your deadlines
• Know your brand; all issues at hand
• Open communication – no surprises
• Be accountable – take ownership
• Make things happen – faster, bigger, better
• Complement his skills
• Use / Improve Process
• Ideate – challenge thinking
• Ask for regular feedback
Brand Mgt
12. 3 additional things you should do
1. Recognise you are privileged
2. Prepare to become a good Brand Manager
before being promoted
3. Add to your skill sets continuously
MBA provides you 25%
Work training another 25%
Brand Mgt
13. Some additional tips
1. ‘Or’ is better than ‘And’
2. Treat your agency as a partner – inspire them
You control ‘what to say’. Allow flexibility on ‘how to say’
3. Master the P&G one page memo format
4. Be the voice of the consumer
5. Take time for strategic thinking
6. Become a data based decision maker
7. Get better at Finance
8. Remain a student at all times
Brand Mgt
