2. Key Accounts Management
Situation:
• Annual, Cooperative Marketing
Agreements (CMA’s) were the
Carbonated Soft Drink Industry’s
keys to maximizing both sales
volume & cash operating profits.
Insights:
• Coca-Cola & Pepsi wanted
exclusive CMA’s with Key
Accounts; Key Accounts
needed non-exclusive CMA’s
with both Coca-Cola & Pepsi.
• Consumers expected a good
price/value on Coca-Cola &
Pepsi products, wherever
they shopped
(channel/store).
Targets:
• C-Stores (Pick Kwik)
• Grocery (U-Save)
• Mass Merch (Target, Wal-Mart)
• New Channels (Blockbuster)
Challenges:
• CMA’s brought effectiveness
& efficiency to the Direct Store
Delivery model, however, the
“Cola Wars” still lead to a lack
of good business judgement
& common sense (on
occasion).
Solution:
• Secured successful CMA’s
w/ all Key Accounts (Pick Kwik,
U-Save, Target & Wal-Mart, etc).
Lead Key Account Sales Team
(1994 Top Performing Division):
- carbonated soft drinks +52.2%
- new age beverages +227.6%
Created Blockbuster “Bundled”
Consumer Promo Offer and ran
a “Test” that paved the way for
single-serve, cold boxes being
placed in all stores in the USA.
Objectives:
• Develop strategic partnerships,
negotiate and manage CMA’s
with all major Key Accounts in
my retail portfolio (as assigned).
• Lead the Mass Merch channel.
• Grow new business partnership
(ie. Blockbuster Video), within
CCE’s Central Florida Division.
