Transcript Unilever, Sales/Marketing Interface in FMCG sector

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Organization structures for SCM
VLERICK SALES CLUB SUMMARIES
DEVA RANGARAJAN
LIST OF SESSIONS
 Steps in strategic selling
 What are the different roles in strategic selling
 Sales and Marketing?
 Merchandizing
 Building a Planogram
 Key account management
 Category Management
 Shopper based design
 CRM Usage
 Ethical Issues
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KEY LEARNINGS SESSION 3: SALES AND
MARKETING INTERFACE IN FMCG
MARKETING
SALES
 Long term focus
 Short term focus
 Brand focus
 Category focus
 Budget control
 Budget control
 Assortment/company
focus
 Client focus
 Pricing responsibility
(shared)
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 Pricing responsibility
(shared)
KEY LEARNINGS SESSION 3: SALES AND
MARKETING INTERFACE IN FMCG
 In FMCG companies, there usually are two kinds
of teams: Business execution teams and
Customer Teams
 Business Execution Teams (BET) consists of
cross functional team members comprising of
sales, marketing, finance, category
management, supply chain.
 The BETs are responsible for INDIVIDUAL
CATEGORIES of products. So if a company has
multiple brands/categories there are multiple
BETs
 They are vertically organized
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KEY LEARNINGS SESSION 3: SALES AND
MARKETING INTERFACE IN FMCG
 The Customer team usually is a predominantly sales
oriented team
 Is organized by type of customers so is horizontal
 You will have specific Customer teams for Carrefour,
Delhaize, Colruyt, etc.
 Customer Team consists of sales profiles like Key
account Manager, Sales director, field sales reps,
merchandizing teams, finance, logistics, etc.
 The Customer team are responsible for INDIVIDUAL
CUSTOMERS. So if a company has multiple
customers there are multiple Customer Teams
 They are horizontally organized
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KEY LEARNINGS SESSION 3: SALES AND
MARKETING INTERFACE IN FMCG
 Sales and marketing interface at at least three
different levels: 1) day to day business, 2)
Integrated business planning, 3) customer
negotiations
 The key for success here is three levels of
alignment that needs to be achieved:
 Category Alignment, Brand Alignment, Cust.
Alignment
 The main purpose is to be customer centric
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KEY LEARNINGS SESSION 3: SALES AND
MARKETING INTERFACE IN FMCG
 Integrated Business Planning: An internal
process that involves the coming together of
the Business Execution Teams and the
Customer Teams
 Usually begins with a Marketing Audit and then
is followed by a Sales Audit from the customers.
 The results are discussed in a workshop format
 The participants in the workshop are usually
cross functional.
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KEY LEARNINGS SESSION 3: SALES AND
MARKETING INTERFACE IN FMCG
 Integrated Business Planning
 Marketing Audit Input: Market Dynamics, Buying
Behaviors of Customers, Brand Levers
 Sales Input: Specific Customer Audit including
shopper insights, category sales, customer sales,
etc.
 The Marketing Audit comes first, followed by the
Sales Audit, followed up by Joint Business Plans
made to specific customers like Delhaize, Carrefour,
etc.
 The last quarter of the year is mainly dedicated to
negotiations of the Customer Teams with the
customer.
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THANK YOU!
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