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CONSUMER INDUSTRY
( TOTAL CHANNEL APPROACH )
NUMERIC IN-STOCK
RATIO OR MEASUREMENT OF OUTLETS WITH AVAILABLE STOCKS DURING THE TIME
OF VISIT/SERVICING vs. TOTAL CENSUS OR ROUTE LISTED ACCOUNTS.
REACH
MEASURES OR RATIO OF OUTLETS COVERED vs. TOTAL OUTLETS IN UNIVERSE.
COVERAGE
MEASURES OR RATIO OF OUTLETS COVERED/SERVICED PENETRATED vs. TOTAL CENSUS.
BRAND PENETRATION
MEASURES OR RATIO OF OUTLETS PLACED WITH BRAND(S) vs. TOTAL ROUTE CENSUS.
CALL FREQUENCY
SERVICE RATIO OF SALES MEASURE IN TERMS OF NUMBER OF VISIT OR CALLS MADE W/IN THE CYCLE.
CALL RATE
MEASURES THE LEVEL OF DISCIPLINE & EFFICIENCY IN CONDUCTING THE SALES ROUTE IN
ACCORDANCE WITH ROUTE PLAN SCHEDULE.
ie. # of Sked Calls actually made in accordance w/ the Route during the period (cycle) versus No. of Sked Calls
in the Route for the Period ( Cycle ).
HIT RATE
MEASURES THE RATIO OF SUCCESSFUL SALES CALLS VERSUS ALL THE CALLS MADE.
ie… No. of successful Sales Call during the Period ( Cycle ) versus No. of Sales Calls actually made for the Period.
Definition of Common (FMCG) Industry Terminologies
STOCK COVER
QUANTITY OR LEVEL OF STOCKS IN TERMS OF WEEKS OR MONTHS VIS-A VIS OFF TAKE
AND INVENTORY LEVEL
STOCK WEIGHT
QUANTITY IN ABSOLUTE VALUE , SIMILAR OR RELATIVE TO OFF TAKE.
ON - SHELF DISPLAY
BRAND(S) OR PRODUCTS ON FREE ENTREPRISE DISPLAYED ON REGULAR SHELF IN THE POINT OF
OF PURCHASE DISPLAY PROFITABILITY MERCHANDISING DICTATES THE SPACE, SIZE , FACINGS,
SHARE OF SHELF, POS - POINT OF SALES ( CHANNELS OR STORES ), POP-POINT OF PURCHASE
(SELLING AREA)
CROSS MERCHANDISING
POSITIONING STRATEGY IN DISPLAYING ANY BRANDS OR PRODUCTS OUTSIDE OF
REGULAR SHELF-AREA AS A NICHE OUT OF CATEGORY MANAGEMENT
WHERE BRANDS CAN BE POSITIONED TO MATCH OTHER CATEGORY
FORWARD STOCKS
LEVEL OF DISPLAYS IN THE SELLING AREA(S) PLUS VOLUME DISPLAYED IN OTHER MODE OR AREAS.
IN THE STORE LEVEL AS IN CATMAN- FORWARD STOCKS SHALL BE EQUAL TO % SHARE IN MARKET.
CUT-CASE DISPLAYS
DISPLAYS USUALLY NOT IN THE REGULAR SHELVES AND CONSIDERED AS OFF AND ON HARD FILE
IN CASES AIM TO CALL TO ACTION VISIBILITY CAMPAIGN, CREATE IMPULSIVE & MASSIVE APPEARANCE.
TEMPORARY BASIS
CATEGORY MANAGEMENT
A MERCHANDISING CAMPAIGN BASED ON ; PRODUCT/BRAND CATEGORY, BRANDING, MARKET SHARE,
OFF-TAKE LOCAL OR IMPORTED OR QUALITY, USAGE, PACKAGING, (DPM) DISPLAY PROFITABILITY MERCH.
AND OTHERS
SPACE MANAGEMENT
STRATEGY TO MEET CONSUMER DEMAND FOR PRODUCTS BY HAVING THE RIGHT RANGE AND
STOCKS AVAILABLE FOR PURCHASE. FITTING THE RIGHT RANGE OF PRODUCTS INTO FIXED SPACE-
THE STORE, THE CATEGORY.
NESTLÉ WATERS PHILIPPINES, INC.
BACK TO BASICS
Chapter 1: Definition of Selling
Pro-Active Planning
Call Performance
Sales Performance
Sales Order Key
Reports
Account Offtake
Distribution Focus Reporting
(Management By Exception)
PREPARATION
TRADE COVERAGE
CLOSING OF THE DAY
** CYCLE PLANNING
** QUARTERLY PLANNING
TRADE COVERAGE
CYCLE PLANNING • First Call Coverage
STOCK MOVEMENT
SPECIAL PROMOTIONAL EVENT
STOCKS-ON-HAND
STOCK EXPIRY DATES / F I F O
Your responsibilities vis-à-vis the importance of this step.
Step 5. Close. Make the outlet easy to agree with your plan.
6.1. PERSUASIVE SELLING
PRESENTATION
What you need for an effective Presentation
UNDERSTANDING - the outlet’s & co’s situation & make them understand your
suggestion
PLANNED ORDER- make the dealer realize the benefits using a home
made / company supplied organizer
KNOWLEDGE- of the customer’s needs. Should have a S.M.A.R.T.
(Specific, Measurable Attainable, Realistic, Time-
bounded) suggestions
ANSWER- to possible questions for more information & to clarify issues
for better understanding & approval.
ABILITY TO:
A- Arouse their attention
I- Get their INTEREST
D- Stimulate DESIRE to buy and sell our products
A- make them ACT positively on your planned order
PERSISTENCY- the more persuasive you are, the more sales and
distribution you will make
ALTERNATIVE CLOSE- gives the buyer a choice of 2 positive situation, either one
should give you the order ex. “Let’s book 20 cases or better 30
cases so you don’t ran out-of-stocks”.
SIMILAR SITUATION CLOSE- refers to previous purchases made by the
customer on a particular product or situation ex. “Just like last
wk. You ordered 20 cases, this time let’s increase it to 30 cases to
avoid OOS.”
THIRD PARTY REFERENCE- refers to the other customer’s orders ex. “ All the
stores in this area have made an advance booking. Let’s place one now.”
DROP DEAD CLOSE- bluff them that you placed their orders already and to be
shipped on a particular date ex. “ I took the liberty of placing your
order due to urgency of the situation.”
6.3. PERSUASIVE SELLING
PRESENTATION
What you need for an effective Presentation
WHEN TO CLOSE:
CLOSE AS OFTEN AS POSSIBLE
WHENEVER YOU THINK THEY ARE READY TO BUY
AFTER STRONG POINTS IN YOUR PRESENTATION
AT THE END OF YOUR PRESENTATION
HANDLING OBJECTIONS:
SALES OBJECTIONS - these are not necessarily stumbling blocks but are signs
of interest. The key to handling objections successfully is,
OTHERS AS NEEDED
When you summarize your sales transactions, make sure that the leader
understands RFM’s terms and let the dealer sign the sales oder / issue a PO
to confirm their order.
SALES CALL PROCEDURE
8. MERCHANDISING ACTIVITY
What is Merchandising?
It is the art of presenting RFM Branded Foods products in a
creative & innovative way to:
> Persuade the Outlets to purchase
> Attract the consumers to buy
PRIORITIES IN MERCHANDISING
RANGE - R
SPACE - S
VISIBILITY - V
PROMOTION - P
SALES CALL PROCEDURE
8.1. MERCHANDISING ACTIVITY
ACTIVITIES IN MERCHANDISING
DISPLAY - Characteristics of a good display
- it is in prominent or high traffic location
- it is attractive enough to command attention
- it includes a price & a reason to buy
SHELF SPACE & POSITION
- ensure that each of our brands, varieties & sizes carried by the outlet
has a reserved space on the shelf in a position where it is visible to consumer,
customer and helpers alike.
USE OF DISPLAY MATERIALS - 3 TYPES
- Promotional Materials
- Brand Materials
- Standard Materials
IMMEDIATE DISPLAY & RESALE WORK ON PROMOTED PACKS
- ensure that the price of the product displayed is clearly conveyed to the
consumer and the trade
SALES CALL PROCEDURE
8.2. MERCHANDISING ACTIVITY
GUIDES TO EFFICIENT MERCHANDISING
At every visit, check the shelf displays.
Always try to sell extra facing / additional SKU
Plan merchandising displays carefully
Remember the merchandising V I S A
V - Visibility
I - Impact
S - Stability
A - Appeal
Eye level is BUY Level
Make waiting time productive - MERCHANDISE
Act as merchandising consultants to our customers
Check stock positions so you can plan properly according to stock depth of your
display as well as warehouse / stock room buffer stocking.
SALES CALL PROCEDURE
9. DELIVERY & PAYMENT
It is of utmost importance that you always get the payments
before leaving the call. As much as possible, do not accept
personal checks unless you are allowed to extend term
payments and knew the customer for a long time.
REMEMBER!
Be HONEST, not just dealing with the money & goods but also in statements
and claims.
Show genuine concern for the outlet’s business by regular coverage, responsible
advice on pricing, proper handling of stocks and merchandising support in
proportion to his volume potential and by not overloading nor underselling.
• In this step, tell customer your next coverage before you leave the
call. This will enable the dealer to prepare a budget for purchasing of
stocks on your next call according to product turn-over.
SALES CALL PROCEDURE
11. POST-CALL ANALYSIS
As you move on the next call, analyze the outcome of the recently concluded call.
Ask yourself the following questions:
HOW AM I DOING?
WHY?
Take time to determine how best you can overcome your weakness and improve
your strong points; apply the lesson learned from each call to succeeding calls.
The selling cycle now begins again. Repeat the Sales Call Procedure for
your next call.
POST-CALL GREET
ANALYSIS PRE-CALL CUSTOMER
PLANNING
DELIVERY & STORE CHECK
PAYMENT
INVENTORY COUNT/CHECK
TRADE RELATIONS
MERCHANDISING
ACTIVITY
PERSUASIVE SELLING
PRESENTATION PLAN ORDER
RECORDS &
REPORTS
SALES CALL PROCEDURE
These steps must be followed in logical and progressive sequence :
1. PRE-CALL PLANNING
2. GREET CUSTOMER
3. STORE CHECK
4. INVENTORY COUNT / CHECK
5. PLAN ORDER
6. PERSUASIVE SELLING PRESENTATION
7. RECORDS & REPORTS
8. MERCHANDISING ACTIVITY
THE END
SELLING
Refers to persuading people to
make a favorable decision
relating to a product or a
service, that is perceived to be
profitable to both parties
DEFINITION OF SELLING
SKILLS
SELLING SKILLS
Selling skills refer to the
ABILITIES involved in THE
PROCESS OF HELPING THE
CUSTOMER BUY as effective and
successful as possible for both
you and the customer.
THE ROLE OF THE
SALESMAN
The Ultimate Role of a
Salesman is to
INFLUENCE customers’
decision-making, thus
delivering the Company’s
Business Objectives.
SALES FORCE MANAGEMENT
Route Plan
Call Cards
CYCLE
Category
Driven Channel
Sales Call Focused Sales
Management
Pro-Active Planning
Call Performance
Sales Performance
Sales Order Key
Reports
Account Offtake
Distribution Focus Reporting
(Management By Exception)
** CYCLE PLANNING
** QUARTERLY PLANNING
STOCK MOVEMENT
SPECIAL PROMOTIONAL EVENT
STOCKS-ON-HAND
STOCK EXPIRY DATES / F I F O
Your responsibilities vis-à-vis the importance of this step.
Remember:
“ A S A LE IS NOT A S A LE
UNLE S S C OLLE C TE D”
SALES CALL PROCEDURE
7. PERSUASIVE SELLING
PRESENTATION
Review Call Objectives (Sales, Promotions,Merchandising,Pricing)
Talk to the decision maker
Step 5. Close.
Make the outlet easy to agree with your plan.
Persuasive Sales
Presentation
S ale s Id e a: You r wife wants to vis it h e r p are nts tonigh t.
A m ovie you wante d to s e e is on its las t d ay in th e
th e atre . H ow d o you p e rs u ad e h e r to watch th e m ovie
Step 1: “I understand you want to see your parents tonight. But the
movie we’ve been planning to see is on its last night in the theatre.”
Step 2: “Why don’t we invite your parents to watch the movie
with us”.
Step 3: “You can tell them not to cook dinner for us. We’ll pick
them up at 5:30 p.m., watch the movie, then have dinner at
8:00 p.m. at the nearby restaurant.”
Sales 4:” This way we get to see your parents and we also get
to watch the movie! As for your parents they will surely be
delighted”
Step 5: “Why don’t you call them up to inform
them, here’s the phone.”
Persuasive Sales
Presentation
S ale s Id e a: S e ll in a ne w p rod u ct to a ne w cu s tom e r
Step 1: “Due to the consumer demand for such a product, our company
has researched and developed this new product.”
Step 2: “This product will give you more business”
Step 3: “For your initial purchase you will be given an off-
invoice 10% price discount. The display material will be
delivered to your store at the same time with the stocks...”
Sales 4:” Your customer will be excited with this introductory
promotion….…Product advertisement will boost demand…..”
ALTERNATIVE CLOSE- gives the buyer a choice of 2 positive situation, either one
should give you the order ex. “Let’s book 20 cases or better 30
cases so you don’t ran out-of-stocks”.
SIMILAR SITUATION CLOSE- refers to previous purchases made by the
customer on a particular product or situation ex. “Just like last
wk. You ordered 20 cases, this time let’s increase it to 30 cases to
avoid OOS.”
THIRD PARTY REFERENCE- refers to the other customer’s orders ex. “ All the
stores in this area have made an advance booking. Let’s place one now.”
DROP DEAD CLOSE- bluff them that you placed their orders already and to be
shipped on a particular date ex. “ I took the liberty of placing your
order due to urgency of the situation.”
SALES CALL PROCEDURE
7. PERSUASIVE SELLING PRESENTATION
What you need for an effective Presentation
WHEN TO CLOSE:
CLOSE AS OFTEN AS POSSIBLE
WHENEVER YOU THINK THEY ARE READY TO BUY
AFTER STRONG POINTS IN YOUR PRESENTATION
AT THE END OF YOUR PRESENTATION
HANDLING OBJECTIONS:
SALES OBJECTIONS - these are not necessarily stumbling blocks but are signs
of interest. The key to handling objections successfully is,
OTHERS AS NEEDED
When you summarize your sales transactions, make sure that the leader
understands Distributor’s terms and let the dealer sign the sales order /
issue a PO to confirm their order.
SALES CALL PROCEDURE
9. MERCHANDISING
ACTIVITY
What is Merchandising?
It is the art of presenting RFM Branded Foods products in a
creative & innovative way to:
Persuade the Outlets to purchase
Attract the consumers to buy
PRIORITIES IN MERCHANDISING
RANGE - R
SPACE - S
VISIBILITY - V
PROMOTION - P
SALES CALL PROCEDURE
9. MERCHANDISING
ACTIVITY
ACTIVITIES IN MERCHANDISING
DISPLAY - Characteristics of a good display
- it is in prominent or high traffic location
- it is attractive enough to command attention
- it includes a price & a reason to buy
SHELF SPACE & POSITION
- ensure that each of our brands, varieties & sizes carried by the outlet
has a reserved space on the shelf in a position where it is visible to consumer,
customer and helpers alike.
USE OF DISPLAY MATERIALS - 3 TYPES
- Promotional Materials
- Brand Materials
- Standard Materials
IMMEDIATE DISPLAY & RESALE WORK ON PROMOTED PACKS
- ensure that the price of the product displayed is clearly conveyed to the
consumer and the trade
SALES CALL PROCEDURE
9. MERCHANDISING
ACTIVITY
GUIDES TO EFFICIENT MERCHANDISING
At every visit, check the shelf displays.
Always try to sell extra facing / additional SKU
Plan merchandising displays carefully
Remember the merchandising V I S A
V - Visibility
I - Impact
S - Stability
A - Appeal
Eye level is BUY Level
Make waiting time productive - MERCHANDISE
Act as merchandising consultants to our customers
Check stock positions so you can plan properly according to stock depth of your
display as well as warehouse / stock room buffer stocking.
SALES CALL PROCEDURE
10. TRADE
RELATIONS
How to develop Goodwill in the trade :
Be HONEST, not just dealing with the money & goods but also in statements
and claims.
Show genuine concern for the outlet’s business by regular coverage, responsible
advice on pricing, proper handling of stocks and merchandising support in
proportion to his volume potential and by not overloading nor underselling.
• In this step, tell customer your next coverage before you leave the
call. This will enable the dealer to prepare a budget for purchasing of
stocks on your next call according to product turn-over.
SALES CALL PROCEDURE
11. POST-CALL ANALYSIS
As you move on the next call, analyze the outcome of the recently concluded call.
Ask yourself the following questions:
HOW AM I DOING?
WHY?
Take time to determine how best you can overcome your weakness and improve
your strong points; apply the lesson learned from each call to succeeding calls.
The selling cycle now begins again. Repeat the Sales Call Procedure for
your next call.
POST-CALL GREET
ANALYSIS CUSTOMER
PRE-CALL
PLANNING STORE CHECK
TRADE RELATIONS
WAREHOUSE CHECK
MERCHANDISING ACTIVITY
RECORDS &
REPORTS PRESENTATION COLLECTION PLAN ORDER
SALES CALL PROCEDURE
These steps must be followed in logical and progressive sequence :
1. PRE-CALL PLANNING
2. GREET CUSTOMER
3. STORE CHECK
4. WAREHOUSE CHECK
5. PLAN ORDER
6. COLLECTION
7. PRESENTATION
8. RECORDS & REPORTS
9. MERCHANDISING ACTIVITY
10. TRADE RELATIONS
11. POST-CALL ANALYSIS
NESTLÉ WATERS PHILIPPINES, INC.
THE END
Target Segment: Channel Home Care Confectionery Alcoholic Beverages Snack Choco Milk
Type H&B Beverages NAB Foods Drinks IFFO
High End S/Market Push & Pull Push & Pull Cross merchCross Merch
ABC-LowerC Class A Full Range Full Range Full Range Full Range Full Range Full Range Full Range
S/mkets Class B Full Range Full Range Full Range Full Range Full Range Full Range Full Range
AB-Upper C HB/PC Full Range Optional Optional Product Fit Product Fit Optional
Captive Market HB/PC/DS DS/Dept Str Full Range Optional OSPS Optional Optional Optional
Grocery Selective/FM Full Range Selective/FM Full Range Full Range Full Range Full Range
Low End CDE Mini Mart Selective/FM Full Range Selective/FM Sales Mix- Full Range Product Fit Full Range
Grocery Product Fit
CDE Conv'nce Str Selective/FM Full Range Full Range Sales Mix- Full Range Full Range Full Range
Mixed/Dev'tal CVS/PM Public Mkts Selective/FM Full Range-Sel. FM Size/Packs Popular Size Full Range Product Fit Full Range
WS/Inst'l Wsaler Selective/FM Selective/FM FM Size/Packs Full Range FM Size/Packs Product Fit Product Fit
On Premise HORECA Optional FM Size/Packs Full Range Product Fit FM Size/Packs
Product Fit Product Fit
Hierarchy of Importance
PROMOTION STRATEGY
Strategy Concept:
• Aim to drive Brand Equity Building-Create Brand Awareness,
top of mind consistent to selling activities & programs.
Develop brand switching.
Target Segment: Channel Home Care Confectionery Alcoholic Beverages Snack Choco Milk
Type H&B Beverages NAB Foods Drinks IFFO
High End S/Market Tactical Sell-In to Sell-Out Tactical Tactical Tactical Tactical Tactical
ABC-LowerC Class A Promo Girls Price Off Price Off Display Contest Price off Sell-In to Sell-Out Merch Contest
S/mkets Class B Promo Girls Bundling Promo Contest Lote Packing Bundling Bundling
AB-Upper C HB/PC Pack Banding Bundling Tactical Tactical Tactical Tactical
Captive Market HB/PC/DS DS/Dept Str Promo Contest Trade Disct Trade Disct
Grocery Lote Packing Sell-In to Sell-Out Sell-In to Sell-Out Sell-In to Sell-Out Lote Packing Price Off Price Off
Low End CDE Mini Mart Lote Packing Sell-In to Sell-Out Price Off Price Off In-Pack Band Bundling Bundling
Grocery Price Off Volume Incentive Promo Contest Bundling
CDE Conv'nce Str Bundling Bundling Bundling Lote Packing Bundling Bundling Bundling
Mixed/Dev'tal CVS/PM Public Mkts Lote Packing Volume Incentive Bundling Lote Packing Price Off Bundling Price Off
WS/Inst'l Wsaler Vol Incentive Volume Incentive Bundling Volume Incentive Lote Packing Bundling Volume Incentive
On Premise Horeca Price Off Price Off Price Off Price Off Price off Price Off Price Off
Hierarchy of Importance
BEST FIT PROGRAMS
Channel Targeted Scope Durn. Objectives Best Fit Program Key Performance Index
Type Segments Expected Results
A. Suprmrkets Create Mass Appeal Price -Off
Upper Trade ABC Top Accts USL Increase off-take. Sell-out > bundling Sales Volume before vs post prog
1-mo Move out Inventory In-Case/Pack banding % Growth vs prior period.
Top Accts Incease stock depth/weight Volume discount Stock cover is 2X call freq.
Trade Dealer Incentive Shelf space inc by 20%.
Product Positioning- Tactical - Programs % Brand Penetration.
New & Existing Brands -Sampling, Push Girls Brand availability
1-Cyc Complete & Full Range Trade Dealer Incentive Sku listing indeces.
to Placement Trade Discount Ratio of total sku vs sku listed.
1QTR Special Credit Term
Salesforce Incentive
Brand Equity Bldg / Brand Image Merchandising Contest Massive on-shelf displays.
Develop top of mind awareness Disers Incentives Creation of additonal displays
Brand Pull Consumer Rebates Cross Merchandising.
Brand Switching Banding/Price Off/Rebates Off Take increase
Create Mass Appeal Sampling &Push Girls
Induce trials Promo Contest-Raffle
Lower Trade CDE Selective Long Outlet's Development-Support Wholesale Program Increase in wholesale volume
Durn in Wholesale. Peddlers Incentive sales by 50%
Bridging the Gaps-Dist'n & Pene Lote Packing Wider reach & penetration
Selective Increase off-take. Sell-out > bundling Sales Volume before vs post
Move out Inventory In-Case/Pack banding program % Growth vs prior pd.
Create Mass Appeal/TMAware Price -Off/consumer rebate Sales Volume before vs post
Move-out of Inventory Sell-out > bundling program % Growth vs prior pd.
Brand Equity Bldg / Brand Image Merchandising Contest Massive on-shelf displays.
Develop top of mind awareness Disers Incentives Creation of additonal displays
Brand Pull Consumer Rebates Cross Merchandising.
Cross Merchandising.
BEST FIT PROGRAMS
Channel Targeted Scope Durn. Objectives Best Fit Program Key Performance Index
Type Segments Expected Results
B. Specialty Stores ABCDE All 1-QTR Brand Penetration Tactical Display Rental % Brand Penetration vs prior pd.
Health & Beauty Teens/ Brand Positioning Modular Display Forward Stock higher than % MS.
Personal Care Yuppies Outlet's Push Drive TDI or Discount Volume Growth
All SKU Listing for New Categories Intro Discount Listed Brand/categories/sku's
Captive Market SKU Listing for Existing Sampling /In-store
Create Traffic-Awareness Tactical Programs
Salesforce Incentive
All Short Brand Equity Bldg Store's Staff Support Top of awareness
Term Brand Pull Consumer Rebates Consumers' Response/Fdbcks
All 1-Mo Brand Switching Banding/Price Off/Rebates Off Take increase
Sampling &Push Girls Sales Improvement by __%
Flyers Prog/ POSM's
Induce trials Promo Contest-Raffle
BEST FIT PROGRAMS
Channel Targeted Scope Durn. Objectives Best Fit Program Key Performance Index
Type Segments Expected Results
C.PopuLar Channel Selective 1-QTR Brand Penetration Salesforce Incentive % Variance in Brand pene vs prior
Grocery Type CDE Right SKU to Right Outlets Value for Money period.
Low-End Segment Curious
Popular Channel Buyers Increase Stock depth Volume Incentive 80:20 ratio for Fast to slow moving
Trials Lote Packing
D. Developmental Transient Increase Distribution Depth / Trade Dealer Incentive % Variance in selling outlets vs.
Trade Channel Yuppies Reach Alternative Dist'n Mode non-selling vs prior period.
Convenience Stores Switchers Selective Long Influence outlet's to push Wholesale/Peddlers Inctive % Growth in sales vs prior period.
Public Market Stalls Durn Lote Packing
Wholesalers Massive Display/Impulsive Tactical disers deployment Display-Power Block
appearance.
On Premise Accts :
High End Tourists All to Cyc Create Demand Price Off % Improvement vs SKU placement
AB Selective Brand Switching Promo Contest % Off Take Improvement
upper C Top Mind Awareness Special Events Support % Sales Growth
Off Take incentive Programs
Low End 80-20 15 dys Create Demand Promo Contest % Improvement vs SKU placement
CD Pareto 30 dys Brand Switching Dealer Aid % Off Take Improvement
Top Mind Awareness Incentive Scheme % Sales Growth
Motorists Off Take Price Off
Call To Action Visibility Campaign
CUSTOMER CONTRIBUTION
STATEMENT
SAMPLE FORMAT
CUSTOMER / CHANNEL / SALES AREA CONTRIBUTION STATEMENT
CUSTOMER: MAGIC
STORES
CATEGORY: BEVERAGES
% %
Amount NPS Amount NPS
(Mio (Mio
Euro) Euro)
GE NE RA L TRA DE
“ MOHIC A N “
RFM BRANDED FOOD
GROUP
C US TOME R F OC US
MOD U LE
VIC RAMIL H. RAMIL
A dapt ing Cust omer Focus
O b je ctive s :
Keeping Understanding
• Check for Satisfaction • Listen
• Thank • Ask
• Bridge
• Restate
• Follow up
Helping
• Offer information and Options
• Set expectations
• Set Agreement VIC RAMIL H. RAMIL
C USTOME R FOC US FOR C USTOME R
SA TISFA C TION
BUSINESS
BUILDING
BUILDING
COST EFFECTIVE
BUSINESS
PROGRAM
ALLIANCE
TAILOR-FIT
ACTIVITIES-PRACTICES
CUSTOMIZED
VIC RAMIL H. RAMIL
K E Y E L E M E N TS
Business Building
• Synergy of Activities
• Adapt Best Practices
• Support & Reinforce Plans / Programs,
• Introduce New Ideas, Ways & Means.
• Develop & Manage New Ways
• Develop Competitiveness
• Accounts, Outlets, Channel Specific.
PROJECTED GROW TH
#DIV/0!
EXPENSES-YR 2005
TRADE PROMO ACTIVITIES
DISCOUNT ( LESS 10,LESS 5 ) 0
DEALS
FREE GOODS
TOTAL TRADE SPENDING
DISPLAY RENTAL-SPACE
MASS DISPLAY
SHELF RENTAL
ADDITIONAL DISPLAY
EXPENSES-YR 2003
TRADE PROM O ACTIV ITIES
DISCOUNT
DEA LS
FREE GOODS
TOTAL TRADE SPENDING
DISPLA Y RENTA L-SPA CE
MA SS DISPLA Y VIC RAMIL H. RAMIL
B u s in e s s P la n
EXPENSES-YR 2003
S a m p le
TRADE PROMO ACTIVITIES
DISCOUNT
DEALS
FREE GOODS
TOTAL TRADE SPENDING
DISPLAY RENTAL-SPACE
MASS DISPLAY
SHELF RENTAL
ADDITIONAL DISPLAY
CHILLER SPACE RENTAL
NWPI' CHILLER (UNITS) REQT'S
NWPI'S CHILLER
IN-HOUSE CHILLER
NON-PERFORMING TRADE EXPENSES
LISTING FEE
INTRODUCTION DISCOUNT/FEE
ANNIVERSARY SUPPORT
SPECIAL EVENTS
IN-STORE PROMOTIONAL ACTIVITIES
SELL-IN
SELL-OUT
SPECIFIC TARGET INCENTIVES
OTHERS: SPECIFY
TOTAL SELLING EXPENSES
COST TO SALES RATIO
ACCOUNTS / OUTLINES OF
TRADE NAME NEGOTIATION KEY POINTS / HIGHLIGHTS
RANGE
PRICE POINT
PROMOTIONS
SHOE MART SELL-IN
SELL-OUT
IN-STORE SUPPORT
FACING / SPACE
MERCHANDISING
DISPLAY AREAS
COMMENTS :
ACCOUNTS / OUTLINES OF
TRADE NAME NEGOTIATION KEY POINTS / HIGHLIGHTS
RANGE
PRICE POINT
PROMOTIONS
MAKRO SELL-IN
SELL-OUT
IN-STORE SUPPORT
FACING / SPACE
MERCHANDISING
DISPLAY AREAS
COMMENTS :
VIC H. RAMIL
Nestlé Waters Philippines, Inc.
TRAINING OBJECTIVES :
Display Types:
AVAILABILITY
ACCESSIBILITY
VISIBILITY
FRESHNESS
Merchandising Objectives
AVAILABILITY
Achieve multiple distribution points in each
outlet
Merchandising Objectives
ACCESSIBILITY
Enable consumers to see, reach, and touch our
products at the point of sale.
Merchandising Objectives
VISIBILITY
Make our product look dominant in each category.
Achieve display dominance and / or fair share of
space.
Merchandising Objectives
VISIBILITY
Multiface “topsellers” whenever possible
Group products together whenever possible.
Merchandising Objectives
VISIBILITY
Use shelf talkers / signs whenever possible
Arrange products so that our brand name / logo face
consumers.
Merchandising Objectives
FRESHNESS
+ 40%
-48%
-58%
What is DISPLAYING?
Sight - 85%
Hearing - 5%
MERCHANDISING CALL PROCEDURE
Why do we Merchandise?
1. PRE-CALL /
POST CALL
ANALSIS 2. GREET
7. TRADE RELATIONS CUSTOMER
5. PLAN 4. RECORDS
ACTIVITIES & REPORTS
MERCHANDISING CALL PROCEDURE
1. PRE-CALL ANALYSIS
Review Master Call Plan / Call Card
No. of outlets to be visited for the day.
Route Plan / schedule
Call Card (distribution; OOS, facings,
promotions, competitive activities, others)
Check the Merchandiser Kit
Price labelers; label tapes
Cutter / cutter blades
Marking Pens; POSMs; POPs; scotch tapes, rugs
MERCHANDISING CALL PROCEDURE
1. PRE-CALL ANALYSIS
2. GREET CUSTOMER
8. POST-CALL ANALYSIS
As you go to your next call, analyze outcome of
your previous call and ask yourself… How am I doing?
Why? What am I going to do about it? How can I
improve my activities?
Merchandising Key Result Areas (KRAs)
KRAs PERFORMANCE PERFORMANCE
OBJECTIVES STANDARDS
1. Stock Availability To ensure 100% 0 Stock out
replenishment of
all SKUs at all
times.
2. Share of Space To maximize & Depends on
expand product product standards
facings against (50:50 ratio is
competition ideal) > % MS.
3. Product Visibility To install point of 100%
sale materials implementation
according to plan.
To implement set 100%
planogram. implementation
To attain display 100%
dominance. implementation
Merchandising Key Result Areas (KRAs)
THE END
SUPERMARKETS
R-S-V-P + P ( HORIZONTAL – VERTICAL )
GROCERY TYPE
R-S-V + P ( HORIZONTAL – VERTICAL )
HORECA
TACTICAL SATURATION DRIVE
TRADE MARGIN/REVENUE AS SELLING POINT
HIGH TRAFFIC AREAS
COMMANDO-TACTICAL : VISIBILITY & PRICING
DOWNLINE CHANNELS:
PENETRATION DRIVE : BREAK CASE SELLING
ALTERNATIVE DIST’N MODE : SUB-D, JOBBING….
PROFITABILITY APPROACH :
APPLY “ LITER SELLING “
OPPORTUNITY SELLING – K-I-L-L
FILIPINAS WATER BOTTLING CO.,INC.
Objectives
* PLACEMENT
* AVAILABILITY
* VISIBILITY
Key Strategies
• Aggressive pipelining
• Competitive Trade deals : 5
+ 1 DEAL
• LISTING FEE / or INTRO DISCOUNT
Supermarkets / Big Grocery/ Drug Store Chain
FILIPINAS WATER BOTTLING CO.,INC.
Objectives
* PLACEMENT
* AVAILABILITY
* VISIBILITY
Key Strategies
• Aggressive pipelining - Channel Focus :
• Supermarkets
• Grocery Types / Wholesalers
• Convenience Stores
• Drug Stores
• Other Downline Channels- Bakery, SSS,PMS,Canteen
Objectives
* PLACEMENT
* AVAILABILITY
330 ml
* VISIBILITY
600 ml 1.0 Gal
Key Strategies 1.5 Lit 1.5 Gal
• Full RANGE Placement: ( Vertical Distribution )
• Right SKU to the Right Outlet ( Product Fit Approach)
• DEPTH Driven Sell In :
• Stock Weight & Cover – ( Stock Pressuring )
• SPACE for Impulsive Display:
• In-Store Presence, Merchandising & POPs/POSM’s.
FULL RANGE & SKU’S :
330 ml
1.0 Liter 1.5 Gallons
600 ml 1 Gallon
OUR FULL PRODUCT RANGE :
5 GALLONS
Objectives
* PLACEMENT
* AVAILABILITY
* VISIBILITY
Key Strategies
• VISIBILITY(AGGRESSIVE BTL ACTIVITIES)
• STREET SELLING – High Traffic
• POP’S & POSM’S – Call To Action
• SPECIAL EVENT PARTICIPATION – Interfacing w/ BFG
• RESORT PROGRAM – Key Areas
PRICE POSITIONING – 330 ML
120
116
100 110 105 103 109
100
80 94
84
9.00
60 8.50 7.75
6.50
7.25 8.45
8.15
40 8.00
20
0
Wilkins Absolute Nature Spring Summit
Hidden Spring Viva NPL AQUA BLUE
PRICE POSITIONING ( 600 ML)
160 500 ML
120
121 116 119
100 113
97 102 100
80
60
40
20
0
Wilkins Absolute Nature Spring Summit
Hidden Spring Viva NPL AQUA BLUE
PRICE POSITIONING ( 1.5 lit )
140 1.0 LIT
136
120
116 113 116
100
97 103 100
80
60 74
40
20
0
Wilkins Absolute Nature Spring Summit
Hidden Spring Viva NPL AQUA BLUE
RETAIL PERFORMANCE STANDARD :
Channel Type 330 ml 600 ml 1.5 lit 1.0 gal 1.5 gal 5 gal TCA QLP IDM Moo
Supermarkets X X X X X X X X X X
Grocery X X X X X X X X X X
CVS X X X X X X X X
SSS X X X X X
PMS X X X X X
Drug Stores X X X X X X X
Gas Station X X X X X X X
Canteen X X X X X
Sports Club X X
Bakery X X X optional X X X X
Wholesalers X X X X X X X
Bus Terminals X X X X X X
Street Vendors X X X
Institutional X X X X X
600 ml
330 ml
ADDITIONAL INCOME :
Aqua Blue……
600 ml
SATURATION – VISIBILITY DRIVE
BORACAY ISLAND
DECEMBER 2004- APRIL 2005
FILIPINAS WATER BOTTLING CO.,INC..
Objectives
• Availability – Visibility Drive
– High Traffic Areas:
• Boracay Island
Key Strategies
• On Site Distribution Operation ( OSDO ).
• Saturation Drive
• Merchandising Blitz
FILIPINAS WATER BOTTLING CO,INC..
Objectives
• Availability – Visibility Drive
– High Traffic Areas:
• Boracay Island
Key Strategies
• On Site Distribution Operation ( OSDO ).
• SATURATION DRIVE :
– Outlet Penetration/Placement
» 2 Contractual Salesmen
– Delivery & Account Servicing
» Distributor’s Depot in Boracay
FILIPINAS WATER BOTTLING CO,INC.
Objectives
• Availability – Visibility Drive
– High Traffic Areas:
• Boracay Island
Key Strategies
• On Site Distribution Operation ( OSDO ).
• MERCHANDISING BLITZ :
– POP’S & POSM’S Installation
» 2 Contractual Salesmen cum Merchandisers
– Dealer Aid Support
» On-Premise & Volume Accounts
FILIPINAS WATER BOTTLING CO,INC.
330 ml
5 + 1 deals P 157.50 ( 10% ) SRP P 10.00
P 6.08/bot 6.56/bot
600 ml
5 + 1 deals P 157.50 ( 10% ) SRP P 15.00
P 7.57/bot 8.33/bot
SUB-D’S/
CDAVS
JOBBERS
OUTLETS BIG - C
Distributors/Dealers Support:
• Trading Term :
– 5 + 2 Deals ( 301 cs +++)
– 2% on COD or 30 days Term
• 5+1 Pass – On Support
• Merchandising Representative
• Chillers – 50 cases +++/month
• Electrical Assistance : P 200.00/mo
– 20 cs +++/ month
• Pedi-cab ( when needed)
• Ice Coolers & Vending Bags
FILIPINAS WATER BOTTLING CO.,INC
Projected Manpower Costs :
Basic Pay :
Salesman 1 : Php 250 X 26 days = PHP 6,500.00
Salesman 2 : Php 250 X 26 days = 6,500.00
Transportation/Meals:
Salesman 1 : PHP 35 X 26 days = 910.00
Salesman 2 : PHP 35 X 26 days = 910.00
Total ( fixed ) = PHP 14,820.00
Commission / Incentive :
Basis : Sales Volume : 2,000 cs
Outlets Opened/Retained : 400
Rate/Cs Comm: Php 1.00, = Php 2,000.00
Outlet Opened/retained : Php 3.00 = Php 1,200.00
Grand Total / Mo. = PHP 18,020.00
Grand Total ( 5 mos): = PHP 90,100.00
% Cost To Sales : 5%
FILIPINAS WATER BOTTLING CO.,INC
INCENTIVE
MAY – JUNE : SALE TO TRADE