IM

1. Sales Plan Aelia
Daniela Restrepo
Nathalia Salazar
Maria del Carmen Ebang

2. Outline
1. Executive summary
1. Company’s background
3. Consumer buyer behaviour
A. Segments and needs satisfied by the product.
4. Sales force management
A. Recruitment
B. Motivation
C. Training
5. Selling tactics
A. Personal selling tactics
a. Key account management tactics (KAM)
b. Customer care

3. B. Promotion tactics (in the POP)
a. Discounts
b. Trials and demonstrations
c. Merchandising strategies
d. Website
C. Pricing tactics
D. Products tactics
E. Distribution tactics
6. Recommendations
7. Bibliography
Outline

4. Executive summary
● Increase sales of 3%
● Establish relationship to long term with the consumers
● To give them a reason to return to your POP

5. AELIA (Subsidiary of Lagardère services, multi-specialist store)
Where are we now?
❏ One of the leaders of duty free travel retail & Luxury brands
❏ Since 1852
❏ Wide assortments of products
❏ Operating in 20 countries throughout the world
Company’s background

6. Implantations and Sectors

7. SWOT Analysis
Strengths Weaknesses
Social Welfare Activities Private Ownership
Wide Network of Stores Weak Financial Performance
Opportunities Threats
Private Label Gaining Momentum Intense Competition
Expansion of Business in Emerging
Markets
Global Economic Slowdown and
technological impact on traditional
sales.

8. Customer buyer behaviour
Customers types:
- Tourists: They want to buy French
product
- Opportunistic consumers: They
buy product at duty free price
- Reasonable customers: They buy
useful products related to travel
● Occasional and regular travellers
● Domestic and international
● Passengers youth and seniors

9. Consumer buyer behaviours
Factors of purchase:
● Waiting time
● Nationality (Chinese)
● Destination
Needs satisfied by the product:
✓ Esteem needs:
o Identity
o Valued by others
o Prestige

10. Our seller’s Profile The important for us:
❏ The applicant’s profile
❏ Enthusiasm
❏ Leadership capability
❏ Team spirit
❏ Challenge
❏ Languages (Fluent English+Others)
❏ Driver license B
❏ Strengths
❏ To be listening
❏ To be smiling
❏ Helpful
Sales force management

11. A. Recruitment process
● Applicants for shopping positions, are interviewed
by phone, after an examination of their applications
for a first assessment.
● Upon this they are called to a “selection’s day”
● The first stage is collective:
● Company’s presentation
● Group Tests
● Role playing: Sales simulation
● 2 characters (1 seller & 1 customer)
● Goal: Evaluate the ability to solve problems
Sales force management

12. Sales force management
A. Recruitment process
● Role playing issue: Selling the new fragrance from Chanel to a
regular customer.
knowledge test:
● Goal: assess the skills and experience
● How?: Test (multiple choice questions about the customer care)

13. Sales force management
A. Recruitment process
● Personal interview:
❊ Goal: To set the contract’s
nature.
How? Workstation, wage, bonus,
holidays, schedule.
● To take the vacancy:
❊ Goal: To sign the contract & to
set the start’s day/ integration
day.
● Training

14. B. Training
What has Aelia?:
❏ Aelia Training Centres
❏ A professionals’ team
We offer to our sales’ team:
❏ Vocational training- twice per month (Mandatory)
❏ One tuesday per month
❏ Training “success keys” ???
❏ Theory Training 1 for beginners: sales’ strategies “OSCAR” +
roleplaying “selling women’s perfumes”
❏ Theory Training 2: specific products (Classification of skin care) +
knowledge test
Sales force management

15. Sales force management
B. Training
■ Third Tuesday of the month
"inscription"
❏ Training: the importance of the
the “physical appearance”
❏ Training: New Parfum
❏ Training “Asking the right
questions to the costumers”
■ Demonstratión: How to sell &
“tracking”
❏ Market strategies
❏ Customer care role play
Selling CHANEL
The occasion
(For who, when)
As a gift?
100% Customers OSCAR

16. Sales force management
C. Motivation
a. Recognition and Tracking:
i. How? Briefing each friday all the staff
ii. Goal: to encourage, to improve
iii. Why? to progress:
To have a good chance of climb in the company’s hierarchy
MANAGER
SALES ADVISOR

17. b. Compensations:
❏ The different teams who achieves the sales’ Goals per month from each shop
a. Salary + Bonus of 100€ + the perfume of the month
❏ The “star seller” with sales higher than 300€
a. Can win 2 nights for 2 persons at the hotel
“Chateau de Saint-Paterne” (everything included)
+ facial/body care & Massage
Sales force management

18. A. Personal selling
a. Key account management
tactics
:
⭐ Chanel
⭐ Dior
⭐ Paco rabanne
Why?
- Chanel and Dior (high sales and low
benefits)
- Paco rabanne (low sales and high
benefits)
Selling tactics

19. Selling tactics
Goals:
To boost the supplier-retailer relationship
To improve our customer care.
why?
● To increase sales’ opportunities

20. Selling tactics
A. Personal selling
a. KAM
How?
✓ Having a centralized and unified
database of customer information
✓ Interactions:
❏ To assign efficient marketing
executives (key account
Manager) to give us advice.

21. Selling tactics
A. Personal selling
a. KAM
✓ Electronic way: To increase use of
Internet, email (cheaper), phone to
being in touch
To offer
● Preferential treatment
● Provide the best guarantees
(Timely payment..)
● Invitations to our events.

22. Selling tactics
A. Personal selling
b. Customer care
1.Communicate with Customers after
purchasing:
✓ Email newsletter
✓ A reminder card
✓ A holiday and birthday greeting card
✓ Social media (facebook, twitter)
✓ Follow up
- Faulty items management:
- Exemple: resolve failures
- Replace
2.Provide Great Customer Service:
● Create positive customer
experiences.
● Pay attention to customer concerns
and complaints
● Someone assigned to customer
service on an ongoing basis

23. Selling tactics
A. Personal selling
b. Customer care
3. Be Flexible with Policies: Each
customer is an individual with unique
circumstances and needs.
4. Address Customers by Name:
People feel important and respected
and is one of the reasons they'll return to
your business.

24. How? Using promotions tactics in the POP
Which?
Tactics of:
● Discounts
● Merchandising strategies
● Trials and demonstrations
Selling tactics

25. B. Promotion tactics
Objectives: to influence the consumer to the immediate purchase of products
and making passengers interested in the news
Tactic
a. Discounts
❏ Cash bonuses:
❏ 10€ offered for 65 € spent
Tactic
b. Trials
❏ Trials of parfum free
Selling tactics

26. c. Merchandising strategies:
The organization of the products at the point
of sale :
❏ To locate star products
❏ Separated into different universes
❏ Animation products.
d. Advertising in Site web
Sales promotion

27. Objective: To attract more customers and
maximise profits
Tactics:
● Discount to sell old STOCK.
● Odd value pricing
● Super deals
● Skimming
● Tactics based on geographical
regions, setting prices higher in one
area versus another.
● Setting attractive payment terms
Pricing tactics

28. Pricing tactics
● Odd value pricing: To sale per
$9.99 instead of $10.
● Skimming: To Sell the exclusive
products that are not available on the
market yet at a higher price
● Super deals: The Sale of fragrances
at low prices

29. ● Offering product “bundles”.
● Package to reflect luxury and
exclusivity
- Attractive colours
- Decoration
- Good presentation
Products tactics
coffret (skincare Night

30. Objective: To make the product accessible
for the customers
Tactics:
● Establishment public and private
● Luxurious shops
● Tourist places
Distribution tactics

31. Increase our market share through sales.
❖ Marketing tools: Marketing mix (P of product)
Main action: To introduce news fragrances
Time: 6 months
❖ Marketing tools: Marketing mix (P of product)
main action: To innovate the package
Time: 6 months
❖ Marketing tools: Marketing mix (P of promotion)
media planning TNT, ABC, NBC…
Main action: More advertising
Time: 2 months
Recommendations

32. Recommendations
❖ Marketing tools: Marketing mix (P of promotion)
Main action: Media formats. Internet advertising
Time: 2 months
❖ Marketing tools: Explorative qualitative research
Main action: New ideas, trends, focus group
Time: 1 hour
❖ Marketing tools: Communication mix (public relation)
Main action: To attract the customers
Time: Each week

33. INSIGHT ? We understand the traveller?s expectations
INNOVATION ? We fulfil the traveller?s desires
RESULTS ? We achieve expected performance
So as to present an attractive and diverse products offer and to satisfy the passengers’ needs.
With exclusive products that are not available on the market yet.
We want to offer them the difference and newness they are looking for.
Aelia puts customers’ satisfaction and service quality at the core of its strategy.

34. http://www.aelia.com/xwiki/bin/view/Groupe/ChiffresCles
http://www.crmtrends.com/crm.html
http://www.ventaconsultiva.co/multicanalidad-de-interacciones-mas-oportunidades-de-ventas-y-mejora-en-el-servicio-al-cliente/
http://www.visualsale.com/que-es-kam.html
http://education-portal.com/academy/lesson/esteem-needs-in-maslows-hierarchy-examples-definition-quiz.html
Bibliography

35. THANKS FOR
YOUR
ATTENTION!!!