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Vlerick Sales club summaries

Vlerick Sales club summaries. Deva Rangarajan. List of sessions. Steps in strategic selling What are the different roles in strategic selling Sales and Marketing? Merchandising Building a Planogram Key account management Category Management Shopper based design CRM Usage Ethical Issues.

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Vlerick Sales club summaries

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  1. Organization structures for SCM

  2. Vlerick Sales club summaries Deva Rangarajan

  3. List of sessions • Steps in strategic selling • What are the different roles in strategic selling • Sales and Marketing? • Merchandising • Building a Planogram • Key account management • Category Management • Shopper based design • CRM Usage • Ethical Issues

  4. Key Learnings Session 4: Merchandising • Any practice which contributes to the sale of products to the potential shopper. • At store level, merchandising refers to all available products and the display of those products in order to stimulate interest and entice customers to make a purchase. • Positionand investment matrix = necessary tools, youneedto have clearpositiontobeableto target youraudience

  5. Key Learnings Session 4: the resale pyramid (1/2)

  6. Key Learnings Session 4: the resale pyramid (2/2) • PRODUCT -> MAXIMIZING DISTRIBUTION = Rapidity to introduce products (by a unique selling proposition: product added value/ support –media-promo-POS material-merch) & to anticipate out-of-stocks • PLACE -> OPTIMIZING VISIBILITY = Shelf = 80% of sales (for most of the categories); Right shelf (category), shelf level, number of facings, brand blocking, etc.; Display & POS material • PRICE -> NO PRICE, NO SALE! = Presence & visibility of price tags, the right price (for ex, avoid 2 different prices for the same product!) • PROMOTION -> DISPLAY = Quality of display (place, volume, theatralisation) • COMMUNICATION = All the support you will give: above the line (media) & below the line (in store: folder; display, etc.)

  7. Thank you! Deva.Rangarajan@vlerick.com Astrid.dewael@vlerick.com

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