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Examples of STRATEGIES & TACTICS which
can support the process of Sales and Delivery in
CONSUMER COMPANIES
 Value Proposal based on P&L.
 Segmentation channel definition
aligned to benefits as: FEE, FMKT,
Bonuses, Discouts, Crédito & DC
discounts.
 Management agenda of customers
visits.
 Special Events directed to customer
& consumers.
 Customer Service
 Profitable Portfolio definition
aligned with channesl & customers
needs.
 Availability of products in
Distribution Centers.
 New Business Development.
 Fast moving portfolio definition to
increase SOM & SOS.
 New launches products.
 Costant review of database of
existing customer.
 Definition of potencial customers.
 Try to bring competitor customers.
 Sales & Delivery Routes definition.
 Management activities for Sales
& Delivery ´s Staff.
 POP Material for promotiosn,
actual & new brands launches.
 Social Benefits campaigns.
 Advertising & media
interaction.
 Incentive plans for employees
& customers based on sales.
 CATMAN process, based on
planograms & lay outs.
 Trade marketing process of
execution in POS, which can
include: addtional SOVI, displays,
cross merchandising, visual impact,
plan of additional exhibitions,
poster sticking.
 Set Sales volumen targets per
channels & customer.
 Portfolio coverage per channel &
customer = 0 Sales.
 Metrics per year per employee.
 Fill rate per customer.
 Set variable monthly payment &
annual bonus.
Written by
Francisco Morlett
Synergies
Understanding
Route to Market
Processes
Portfolio
Understanding
Communication
Campaigns
POS´ Execution &
Trade Marketing
KPI´s
Definition

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Algunas estrategias y tácticas

  • 1. Examples of STRATEGIES & TACTICS which can support the process of Sales and Delivery in CONSUMER COMPANIES  Value Proposal based on P&L.  Segmentation channel definition aligned to benefits as: FEE, FMKT, Bonuses, Discouts, Crédito & DC discounts.  Management agenda of customers visits.  Special Events directed to customer & consumers.  Customer Service  Profitable Portfolio definition aligned with channesl & customers needs.  Availability of products in Distribution Centers.  New Business Development.  Fast moving portfolio definition to increase SOM & SOS.  New launches products.  Costant review of database of existing customer.  Definition of potencial customers.  Try to bring competitor customers.  Sales & Delivery Routes definition.  Management activities for Sales & Delivery ´s Staff.  POP Material for promotiosn, actual & new brands launches.  Social Benefits campaigns.  Advertising & media interaction.  Incentive plans for employees & customers based on sales.  CATMAN process, based on planograms & lay outs.  Trade marketing process of execution in POS, which can include: addtional SOVI, displays, cross merchandising, visual impact, plan of additional exhibitions, poster sticking.  Set Sales volumen targets per channels & customer.  Portfolio coverage per channel & customer = 0 Sales.  Metrics per year per employee.  Fill rate per customer.  Set variable monthly payment & annual bonus. Written by Francisco Morlett Synergies Understanding Route to Market Processes Portfolio Understanding Communication Campaigns POS´ Execution & Trade Marketing KPI´s Definition