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Sales Marketing Plan 2014 For Destination
- 1. Sales&Marketing Strategy 2014 KSF: Capturing their attention, Removing barriers to sale, No budget is only a wish COMPANY Increasing the number of customers (Customer base) by adding new stores and tapping new geographical markets Increasing the quantity purchased by customers (basket size) and Increasing the frequency of purchase by modifying the product mix and encourage salespeople to cross sell Internal Improvement Penetrate & Expansion Account & Territory Management (by sales revenue, by customer profile, by territory potential) CURRENT PARTNER CUSTOMER Demand Creation Make people want to buy PUSH NEW PARTNER Matching Sales capacity to market demand Sales Support/ Infrastructur e/Tool Compensati on Planning/ Talent Management Sales Process, Sales Readiness Sales Management (sales effectiveness and efficiency, sales performance management) Excite and motivate customers to buy Capture their Hearts and Minds Understand who your customers are Create Value Propositions that are simple, meaningful and relevant Develop & Diversify Make customer want to spend more Creating a new format of retailer/ intermediaries to capture a current customer and new segment of customer Increase Share of Wallet Cross Selling Stimuli to spend more Create the untapped need ! Combining the virtual experiences and the physical experience, then integrate of all brand touch point EXAMPLE: Non-store retailer (Mail Order/Catalog Order, Direct Selling, Automatic Vending Machines, Online/Electronic Retailing/ Online Booking) Speciality outlet Direct selling/direct marketing PULL KSF: Understanding shopper perceptions is key and Understanding how they shop is essential OBJECTIVES Sales volume targets, Market share targets, Profitability targets, Returns on investment targets BASIC THINKING Who ‘Owns’ the Consumer: The brands/products we buy AND The places we buy them VERTICAL SYSTEM HORIZONTAL SYSTEM A channel arrangement (two or more companies) at one level join together -combine resources and optimize the resources