Growing Sales In Modern Trade; Program for Small and Medium Size Enterprises

1. MODERN TRADE SALES DEVELOPMENT PROGRAM FOR SMSE
BY
MELEUSIPO FONOLLERA

2. MODERN TRADE SALES DEVELOPMENT STEPS
1. Establish Modern Trade Baseline Data
1.1 Current Key Accounts Portfolio
1.2 Current Product Placement, Performance and Fill Rates
1.3 Key Accounts Specialists’ Account Coverage And Skills Set
1.4 Current Retailer Relationships
1.5 Current Merchandising Practice
1.6 Existing Products for Category Positioning
2. Growing Sales in Modern Trade Business
3. Implement Monitoring Tools to Keep Track of Progress

3. 1.Establish Modern Trade Accounts Baseline Data

4. 1.Transaction Types
2.Account/Format/No. of Doors
3.Category buyers name and contact
numbers
4.Review performance of existing Key
Accounts
5.Mode of deliveries to stores
6.Mode of securing purchase orders
7.Collection process
8.Trading Terms and Agreement
9. Issues and concerns
1.CURRENT KEY ACCOUNTS
1. Review performance of SKU placement
(sales and off take)
2. Retailer SKU Number assignment
3. Fill Rates
4. Trade returns
5. Competitors
6. Issues and Concerns
2. CURRENT PRODUCT PLACEMENT
1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA

5. 3.CURRENT KEY ACCOUNTS SPECIALISTS 4.RETAILER RELATIONSHIPS
1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA
1.Current key accounts
assignment/coverage
2.No. of months/years covered
3.Skills set
3.1Account management
3.2Communications skills
3.3Account business review
CY2015
4.Current incentive program
1.Head offices
2.Names of category heads and
buyers
3. Contact information (phone, email
addresses, buying schedules)
4. Supports extended CY2015
5.In-store program participation CY
2015
6.Goodwill developed

6. 5. CURRENT MERCHANDISING PRACTICES
1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA
1.Display spaces and allowances
1.1 Shelf Display
1.2 Mass Display Unit
1.3 In-Store Collaterals
1.4 Gondolas
1.5 End-caps
1.6 Check-outs
1.7 Tactical displays
2.Coordinator and merchandiser
deployments
2.1Per store
2.2Daily schedules
3.Planogram/category
3.1Facings
3.2Max caps
3.3Blocking
3.4Shelves

7. 6. EXISTING PRODUCTS PROFILING FOR CATEGORY POSITIONING
1.ESTABLISH MODERN TRADE ACCOUNTS BASELINE DATA
1.Product Catalogue Per Category
1.1 Barcodes
1.2 Picture references
1.3 Dimensions, CBM, etc.
2.Ranking
3.Offtake/store
4.Supply price, discount per account
5.Selling price per account
6.Competitor selling price per account
7.Buyers feedback
8.Features, advantages, benefits
8.1Consumers
8.2Retailers
8.3Versus competitors

8. 2.Growing Sales in Modern Trade

9. GROWING SALES IN MODERN TRADE
FOCUS AREAS
1. Vertical sales growth in existing key accounts/doors
2. Horizontal growth in existing key accounts new branches/doors
3. Horizontal growth in developing new key accounts
4. Skills development of key accounts specialists
5. Developing/improving retailer relationships
6. Addressing modern trade issues and concerns

10. GROWING SALES IN MODERN TRADE
FOCUS AREA:VERTICAL GROWTH IN EXISTING KEY ACCOUNTS/DOORS
1.Establish Goals
1.1Sales targets per product/per store
1.3Trading terms and agreements with annual
performance rebate
2.Identify Opportunities
2.1 New SKU placements
• Category positioning,
•Buyer feedback
•Insights from previous rejections
2.2 Incremental sales of existing SKUs –
•Off take selling
•Sell in/sell out promotions
•Calendar of activities
2.3 Operational efficiencies
•Cross function interface to improve efficiencies
2.4 Merchandising opportunities
•Planogram
•Rationalization of merchandiser deployment

11. GROWING SALES IN MODERN TRADE
FOCUS AREA:HORIZONTAL GROWTH(EXISTING KEY ACCOUNTS NEW DOORS AND
NEW KEY ACCOUNTS
1.Establish Goals
• Projections for new stores (existing key accounts)
• Projections for new key accounts to be opened and no. of doors
• Sku placements/category
2.Identify Opportunities
2.1New branches of existing Key Accounts
• Projected store openings
– Proposal for SKU placement/category
• Opening supports, listing fees/category
• Merchandiser deployment
• Planogram
• Initial order pipelining and set-up

12. GROWING SALES IN MODERN TRADE
FOCUS AREA:HORIZONTAL GROWTH(NEW KEY ACCOUNTS)
1.Retailer Profiling for New Key Accounts
1.1 Formats/No. of Doors
1.2 Category positioning
•Proposed SKU Placements
•Listing fees
1.3 Buyer info and contact nos.
1.4Accreditation procedures
1.5Type of transaction
1.6Mode of delivery to stores
1.7Store operations policies and procedures
1.8Collection procedures
1.9Calendar of activities
1.10Delisting/SKU rationalization

13. GROWING SALES IN MODERN TRADE
FOCUS AREA: KEY ACCOUNTS SPECIALISTS SKILLS DEVELOPMENT
A. Existing Key Accounts/Doors B. Existing Key Accounts New Doors/New Key Accounts
1.Accounts assignment and coverage
1.1Head office and store branches
2.Account Management Skills set
2.1 Negotiations (win-win)
2.2 Trade letters communication
2.3 Presentation skills
2.4 Consumer promotion and events
conceptualization & execution
2.5 Offtakeinsights and evaluation
2.6 Understanding category management
2.7 Basic call procedure
1.Company profile presentation for accreditation
2.Presentation of product features, advantages and
benefits for:
•Retailer category
•Retailer’s store patrons
3.Trade letter preparation
4. Negotiations of terms, price, discounts and support
5. Understanding New Key Account Opened
•Behaviour
•Category philosophies
•Buying procedures
•Plans
•Approval matrix
5.Head office and stores coverage

14. GROWING SALES IN MODERN TRADE
FOCUS AREA: BUILDING RETAILER RELATIONSHIPS
1.Account servicing
2.Active participation in retailers’ in-store
programs/Calendar of Activities
3.Supports extended (e.g. anniversary support)
4.Agreed Trading Terms and Agreement

15. GROWING SALES IN MODERN TRADE
FOCUS AREA: ADDRESSING KEY ACCOUNTS’ ISSUES AND CONCERNS
1.Product Movement
2.Trade returns
3.Servicing issues
4.Accounts receivables management
5.Cost to sales ratio management
6.Delivery and merchandising penalties
Accounts Issues and Concerns

16. 3. Implement Montitoring Tools To Keep Track of Progress

17. 1.KAS Activity reports
2.Daily sales monitoring
2.1Orders
2.2Invoiced
2.3Delivered
3.Aging of receivables
4.Trade returns per account report
5.Cost to sales ratio report
6.Inventory and offtake reports
7.Quarterly account business review
MONITORING FORMS/TOOLS

18. THANK YOU!