Key market improvement plan 2013

KEY ACCOUNT
MANAGEMENT

IMPROVEMENT PLAN
2013
Powerpoint Templates

CONTENTS
Page
Executive Summary 04-05
Mission & Vision 06
Customer Service Vision 07
Goal & Objectives 08
Block in Achieving Objectives 09
KAM delivering results 10
Section 1: Summary of Key programs, Areas of improvement & Actions
Key program 1 – Key Account Separation 11
Key program 2 – Key Account Selection 12
Key program 3 – Key Account/ Market Organization 13
Key program 4 - Key Account Value proposition 14

Powerpoint Templates Page 2

CONTENTS
Page
Section 1: Summary of Key programs, Areas of improvement & Actions
Key program 5 – KAM Recruitments 15
Key program 6 – Key Account Planning 16
Key program 7 – Key Account Plan Execution 17
Key program 8 – Monitoring & Measurement 18
Key Account Department Chart Organization Chart 19
The role of Key Account Manager 20-21


EXECUTIVE SUMMARY
 Winning the Key Mass Market/ Food retailing Business in KSA.

 According to experts, local companies must alter their business models
and operations to tap KSA rapidly growing key mass market where
scale matters and price is king. Prosperity outside of major coastal
cities, an evolving middle class and fierce competition will drive more
Local companies to develop innovative, low-cost business models to
reach new markets and customers across the various regions. Local
Companies/ suppliers will need to transform key areas of their
businesses – including sales channels, distribution, R&D, procurement
and human resources – to capture this historic opportunity.

 The Industrial and consumer products companies alike will have to
reevaluate their business models and operations to sustain rapid
revenue growth and profits.

THE PRESENT Page 4

Having identified the opportunity to grow in our business financially and
exponentially through developing and adding value to our key account
costumers. Specifically, we have discovered that if we can maintain our
current customers retention levels and provide additional, value added
services to this customers base, we will achieve some important
company objectives.
First, we’ll be able to increase our revenue levels and subsequently bottom
line profits by having existing customers to introduce more of our
product lines. Moreover, we’ll increase our competitiveness in the
market place as a preferred supplier in their sector. (of course after
gaining competitive advantage)
Second, We’ll have the opportunity to gain a larger share on our key
customers wallet. This will cement the relationship with our customers
ensuring long-term retention of their business.
Third, We’ll have the opportunity to hire someone (Key Account Manager)
capable in planning and managing key accounts to produce real business
growth in our organization’s profit.
THE FUTURE Page 5

MISSION AND VISION
 To satisfy the needs of our customers, we will make every
effort to provide fresh & tasty product that always available
on time at reasonable price.

 We envision to become the customer’s first choice in quality
branded mass produced bakery and confectionery products
in the Kingdom of Saudi Arabia & the GCC region.


Customer service vision
 The new Key Account Management is aiming to provide the best
customer service to our key market segment influencers as well as its
consumers by diligently listening to our customers’ concerns, being
capable and knowledgeable in our job duties, and showing a willingness
to go above the customers’ expectations when addressing customers’
issues and interest.

 OUR FUCHSIA VALUES will make us different – Treat our Customers
as our top priority. Earn positive and trusted relationships with
customers & Operate with the highest levels of integrity.


GOALS AND OBJECTIVE
 To remove Key Accounts Customers from the regular sales force’s
jurisdiction and place within a separate organization unit.

 To improve Customer Satisfaction Score on this Accounts and establish
a stronger sense of partnership.

 To meet the requirement of the contract and provide necessary support
and service to create a better business relationship.

 To increase the volume of our business on this market.

 To optimize profitability of the business in an account.


Blocks in achieving
objectives
 Low level of Face to Face meetings with Key Accounts
 Lack of “farming” of accounts to produce organic growth
 Failure to recognize and spot opportunities for adding value due to
lack of commercial awareness.
 Not identifying the evolving needs of the customers at an early stage.
 Lack of questioning skills to uncover problem/ pain areas within an
account where we can provide a value added solution.
 Poor negotiating skills
 Failing to identify the key decision-making process within a key
account.
 The inability to delegate tasks, leading to poor time management.
 Lack to focus on growing the customers’ business with us.
 Skills gaps between Account representative and Key Account
Representative.


KAM Delivering Results
Research shows that structured and resourced account strategies and
plans deliver consistently higher revenues and margins, lead to higher
customer satisfaction levels and hence to lower customer attrition
rates.
The Key account management will help our company to gain the status
of strategic rather than as a commodity supplier to our major
customers, guarding margins & improving security of retention.

20% of our customers generally produce 80% of revenues, so
losing such key accounts is expensive and damaging to our bottom
line. Proper Key account management will maximizes the chance of
keeping these key accounts.

The KAM aims to concentrates on how to develop profitable
customers. A focused approach to KAM. Will lead to a dramatic
increase of both opportunity costs and direct costs of sale and lead to
a major fall in the win ratio..

SUMMARY OF KEY PROGRAMS, AREAS OF
IMPROVEMENT & ACTIONS
KEY PROGRAMS-1 KEY Account Market separation
AREA of IMPROVEMENT Focus on improving the Key Account Market segment to build trust and confidence
that leads us to a Long Term Relationship which are essential to our long-term
success.
Action The Marketing dept. with the support of AGMC will try assembling a KEY Account
Management TEAM to focus & understand our customers business, their plans, their
key concerns and their views of us as a supplier.
The Marketing department will encourage customer-facing departments such as
production, sales admin., and Distribution <dispatch> is also represented in the KA
Team, and keeps up to date with account developments.

DECRIPTION: Trying to get The new plan goal is to detach KA from the present department and become a new
done/ desired result unit of the organization, which will name KEY ACCOUNT DEPARTMENT.

OWNERSHIP: Who is Marketing department with the support of the Assist. Gen. manager and
responsible of this action? sponsors.
PLANNED Start/ End Date: Planned start date:
End date:
Resources Needed: people, At least 2 Marketing personnel to conduct SWOT Analysis. 1 extra
budget, equipment/ system.. vehicle to carry out the action plan.
KAM Attributes Impacted by this Responsiveness to account issues <promotion, after sales service,
action contracts, distribution and positioning>

KEY PROGRAMS-2 Key Account Selection
AREA of IMPROVEMENT Focus on identifying and selection process to determine exactly the
most potential customer that can contributes growth to our company.
Action The TEAM will analyze each customer details in addition to historical
<sales> and potential review to determine whether to ADD to the
segment or not.
Other specific action to be taken will be done through account history
checking by product performance, service effort and profitability.
DECRIPTION: Trying to get The team wanted to establish the lists of Key Accounts based on
done/ desired result customer’s potentiality, historical sales data and needs analysis.
OWNERSHIP: Who is Marketing/ Sales Department
responsible of this action?
End date:
Resources Needed: people, 2 Marketing personnel
budget, equipment/
system..
KAM Attributes Impacted Value
by this action


KEY PROGRAMS-3 Key Account Organization
AREA of IMPROVEMENT Focus on improving Internal Communications among departments up to top management
level to improve commitment as well as to practice TEAM WORK effort. (Production-
Dispatch-Sales-Marketing)
Action We’ll establish Change Management program - Key Account Organization Chart, Key
Account Management Duties and Responsibilities & Accountabilities. All new staff must be
trained to accept the change and work towards a new approach.

DECRIPTION: Trying to get The Marketing Dept. in supervision of the AGMC will try to put up together a balanced Key
done/ desired result Account Team to communicate effectively with decision makers at every level within.
The team may include the following people:
•1- Key Account Manager
•1- Key Account Coordinator
•4- Key Account Supervisor
•13- Merchandisers’
•Key Account Salesmen

We need to ensure that there is a team of people in place with skills and professional
interest that match those of customers team.

OWNERSHIP: Who is Marketing Depart with the support of the AGMC and sponsors
End date:
Resources Needed: people, 2 Marketing personnel
budget, equipment/ system..
KAM Attributes Impacted by Responsiveness/ Knowledgeable
this action

KEY PROGRAMS-4 Value Proposition
AREA of IMPROVEMENT Focus on improving the Value Proposition – Product quality, After
sales service, Marketing Support and better product value than the
competitors.
Action The TEAM will closely monitor the production dept. behavior and its
quality to deliver the best result to customers. Will be involved in the
weekly product evaluation to improve quality of products.
To carefully understand the customers’ needs and wants and present
necessary action plan to the management for immediate resolve of
necessary plan of action.
DECRIPTION: Trying to get To reduce doubts and to be certain that our key customers keep coming
done/ desired result back, we will strictly put into practice the product evaluation where
carefully review the competitors Quality, Price, Delivery and Convenience
in comparison with our products.
OWNERSHIP: Who is The whole Organization (PRODUCTION DEPT, QUALITY DEPT,
responsible of this action? SALES & MRKTG, ENGINEERING DEPT & TRANSPORT DEPT)
End date:
KAM Attributes Impacted Responsiveness/ Knowledgeable/ Helpful
by this action


KEY PROGRAMS-5 Key Account Manager Recruitment
AREA of IMPROVEMENT Focus on improving the Key Account management to establish trust with
Customers, Front liners as well as to the product itself.
Action We will Hire a new Key Account Manager, eligible & experienced person
to focus in enhancing the efficiency and effectiveness of customer
relationship and development. We will hire a skilled and knowledgeable
person to lead the new TEAM, an individual who must generate
profitable revenue over the long term.
We will recruit a KA manager that can resolve any internal difficulties
and not only know how to sell, but also to know the details of the market
& the competitors involved, posses a deep understanding of the
customer’s business & an ability to act as consultant in this field of
activity.
DECRIPTION: Trying to get We want to expand our business with different customers’ organization
done/ desired result and increase penetration – We need a people with management skills to
realize the KAM, rather than place all the responsibility on the shoulders
of someone who is not necessary suited to the task.
Our Customers should feel confident that we have the staff to meet their
requirements.
OWNERSHIP: Who is The AGMC
End date:
KAM Attributes Impacted by Responsiveness/ Knowledgeable/ Helpful/ AccessiblePage 15
this action

KEY PROGRAMS-6 Key Account Planning
AREA of IMPROVEMENT Focus on profitable customers and even prospects that have higher
potential to grow in value for us.
Focuses on the identification of larger sales opportunities and the
growth of revenue from an account.
Action The KAM TEAM must build a strategic plan towards its mission and
vision as well as how to achieve the Goals and Objectives.
The TEAM must provide regional action plan, Customer Call cycle plan
<weekly/ monthly>, strategic process and product positioning and
strategic promotional plan.
DECRIPTION: Trying to get The Team is trying to increase KA productivity by maximizing account
done/ desired result penetration while looking an opportunity to sell new product.
OWNERSHIP: Who is The new KAMgr./ Marketing Team with the supervision of AGMC
End date:
by this action


KEY PROGRAMS-7 Plan Execution
Action The KAM TEAM will perform a regular review of the alignment
between the parties, and try involving both parties to improve
the chances of successful plan execution.
The Key Account Manager will guarantee Enter order or
recognition of order in system, Alert account to any
changes (reimbursement), and Assure account
satisfaction, Show appreciation of business and
Reinforce prior purchasing decisions.
DECRIPTION: Trying to get To Assure smooth implementation of the plan in order to take
done/ desired result corrective action if necessary and to reclassify where
appropriate.
OWNERSHIP: Who is The KAMgr./ Marketingdept. With the supervision of
responsible of this action? AGMC
End date:
by this action


KEY PROGRAMS-8 Monitoring and Measurement
AREA of IMPROVEMENT Focus on improving skills in measuring / assessing accomplishments on
Cost of Actions, Resources Consumed, Sales, Cost of goods,
Services and goods provided, Promotion effort,
Revised targets and budgets.
Action The KAM TEAM will provide a method or process to
•Get feedback from account
• Analyze win / loss

•Compare performance against goal
•Benchmark own performance against competition
The Team will review and evaluate: per qtr.
•Calculate ROI

•Review sales records
•Re- evaluate sales strategy
DECRIPTION: Trying to get Evaluation and effectiveness of the action plan
done/ desired result
OWNERSHIP: Who is The KAMgr./Marketing Dept. with the supervision of AGMC
End date:
KAM Attributes Impacted by Responsiveness/ Knowledgeable/ Helpful/effectiveness
this action

KEY ACCOUNT DEPARTMENT
ORGANIZATION


The Role of Key Account Manager
Main Job Purpose:
The primary role of a Key Accounts Manager is to effectively manage the Key Account
operation. This involves delivering the agreed category business objectives in this
channel. The role requires strategic thinking, solid planning and analytic skills, a
passion for growth, and an ability to lead and deliver through others.
• To be responsible for Volume and NPS for the Channel across the assigned geography.
o To ensure that company Account Objectives are fully met.
o To ensure that agreed standards of customer service are met.
o To ensure that all trading agreements with customers are fully implemented.
o To ensure that all planned activities are in place on time.
Key Accountabilities:
o Ensure achievement of Distribution and visibility Targets for all Product/ Brand.
o Develop and implement appropriate Channel & Customer Plans utilizing the support
budget to achieve the sales Targets.
o Monitor Sales Performance by Product by Customer through Daily, Weekly & Monthly
reports.
o Conduct frequent Business review meetings with all customers.
o Lead the related negotiations with all customers.
o Ensure Shelf Planno-Grams are maintained as per the plans.
o To actively monitor competitors،¦ activities and suggest / implement appropriate action.
o Devote maximum time in the market to understand the dynamics of the Channel.


o To provide Sales Forecast in line with Sales Trend and Sales Plan.
o To ensure that agreed Customer Service standard / parameters are met.
o To prepare Annual Work Plan and agree with All-Out-Marketing.
o Effective monitoring Sales & Merchandising Force through well designed route
plans.
o Constantly provide on job coaching to Sales & Merchandising Force.
o Maintain a high level of team motivated & focus.
o Ensure customer outstanding do not exceed the agreed credit limits.
o Ensure customers payouts are settled on time.
o Develop CRC - Customer Record Card, Agree stock norms for store / shelf for lead
brands with KA's

Requirements
Professional Skills / Qualifications:

Solid communication and interpersonal skills

Strong negotiation skills

Relevant experience in Key Accounts for a reputable company, preferred.


End of presentation

Thanks…

Cris B.R.
Marketing In-Charge


Key market improvement plan 2013

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