Transcript What It Is Not

&
DISCUSS
SALES AND MARKETING
OPPORTUNITIES
IN THE NEW MILLENIUM
The Bottom Line...
• Marketing is about building the brand
equity of a product or service
• Sales is about selling the benefits of
purchasing the product or service
So What’s Brand Equity?
Brand equity is the customer’s perception that your
product or service is better than the competition’s
The
Culture
Marketing In The New Millennium
What It Is Not
What It Is
• 100% Time Devoted • Promotions, Merchandising
to TV and Radio
• Immediate fame
and fortune
• Trade Fund Management
• Innovation/Cutting edge
thinking
• A Partnership with Sales
Marketing Responsibilities
• Conduct Business Reviews
• Assess Competitive, Category, and
Consumer Trends
• Develop Strategies and Tactics on
Assigned Brands
• Develop Brand Promotion Strategies
• Develop and Evaluate Packaging
Strategies
Marketing Assistant
Development
• On-the-job and “class-room”
development
• Career movement planning
• Mentor programs
• Performance appraisal
• Individual development planning
• Cross divisional rotations
Sales In The New Millennium
What It Is Not
What It Is
• Vacuum Cleaners & • Execution of promotion and
Knives
merchandising strategies
• Door to Door
• New Product Introductions
• One-Time Cold-Call • Distribution
• Dead-End Career
• Relationship building with
customers
Promotions
Driving Traffic To Customers’ Stores Through Merchandising
and Promotions/Promotional Partnerships
Sales In The New Millennium
What It Is Not
What It Is
• Vacuum Cleaners & • Execution of promotion and
Knives
merchandising strategies
• Door to Door
• New Product Introductions
• One-Time Cold-Call • Distribution
• Dead-End Career
• Relationship building with
customers
New Product Introductions
Sustain Long-Term Growth Through:
New Product Introductions &
Category Management Strategies
The
Career
Sales In The New Millennium
What It Is Not
What It Is
• Vacuum Cleaners & • Execution of promotion and
Knives
merchandising strategies
• Door to Door
• New Product Introductions
• One-Time Cold-Call • Distribution
• Dead-End Career
• Relationship building with
customers
Distribution
Get What the Customer Needs, When
and Where They Need It!
• 20oz
• 15oz
• 10oz
• Cheeseburger Macaroni
• Creamy Stroganoff
• Lasagna
• Three Cheese
(33 Hamburger Varieties)
• Targets Different Consumers
• Targets Different Uses/Occasions
• Increased Sales
The
Career
Sales In The New Millennium
What It Is Not
What It Is
• Vacuum Cleaners & • Execution of promotion and
Knives
merchandising strategies
• Door to Door
• New Product Introductions
• One-Time Cold-Call • Distribution
• Dead-End Career
• Relationship building with
customers
Who Are Our
Customers?
DISTRIBUTION
CENTER &
BUYING OFFICES
(Direct Customer)
&
RETAIL
STORES
(Retail Customer)
The
Career
Potential Career Path Options
Region Sales Manager
Operations Manager
Development Manager
Product Sales Manager
Key Account Manager
Business Team Manager
Business Team Leader
Business Planning Manager
Business Planning Associate
Territory Manager
Field Sales
Business Development
Sales Management Associate
Field Sales Responsibilities
• Manage a part of General Mills business
with ownership and responsibility for that
business’ success
– Cultivate a relationship with YOUR customer
– Customize national and regional strategy into a
business plan that YOU will execute with YOUR
customer
– Be involved in the details of the execution,
from the store level up
Business Development
Responsibilities
• Analyze data to make recommendations for
regional strategy
– Be a resource for direct sales account managers and be a
resource for the regional management centers
• Develop presentations to major customers dealing
with annual strategy and day to day business
issues
• Develop and maintain systems which allow sales
teams to proactively address business
opportunities
• Assist in the creation of strategic business
development plans for several customers in one
regional marketplace
Training and Development
•
•
•
•
•
Introduction to the Company and
Industry
2 to 6 Weeks
Knowledge and Skill Building
Interactive Office and Field
Environments
Self-Development Modules
Casework, Projects and Role-plays
Product and Category Orientation
Mentoring Program
How To Get The Job
You Really Want
“Market and Sell” Yourself
Be Prepared for the Interview
Who Are Companies
Recruiting?
• People who are accustomed to success
• Natural leaders
• People who strive to innovate and think
originally
• Determined achievers
• People who embrace challenges
• Committed team players
CHAMPIONS!
Marketing and Sell Yourself
P
R
“The Nuts And Bolts”
O
•
•
•
•
D
U
C
T
GPA
Involvement
Leadership
Work Experience
“It Starts with the Resume”
Marketing and Sell Yourself
P
R
O
M
O
T
I
O
N
People Are The Most Important Resource
Sell Yourself
• Face-To-Face
• Impression/Perception/Style
The Interview Is Paramount
“Fit”
Be Prepared For
Behavior Based Interviewing
Know The Company
Know Yourself
Listen & Answer Questions
Situation
Action
Outcome
Big News At The
“Company of Champions”?
Anticipated Acquisition of Pillsbury
• Stronger, More Balanced Portfolio, Geared
for Faster Growth
• Doubles Number of Category Market
Leaders
• Opens More International Career Options
The New General Mills
• Third Largest Food company in North
America, Fifth in World
• $13 Billion in Sales
• 80% of Portfolio is Food that is Ready
to Eat, or Prepared in 15 minutes or
less
Championship Culture Recognition
• Fortune Magazine’s
“100 Best Companies to Work for”
• Corporate Report’s
“8 Great Places to Work”
• Latina Style’s
“50 Best Companies for Latinas”
• Brand Marketing & Supermarket
News
“Category Master of the Year Award”
Questions?