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The document discusses Star company's sales and account management model in Italy. Star has a turnover of 250 million euros and competes in an overall market of 2.5 billion euros. It has a complex business with many categories and stock-keeping units. Star's main competitors are large multinational companies like Unilever and Nestle as well as local brands. The Italian retail market is fragmented with many buying groups and retailers. Star's key customers account for 75% of its turnover. It manages these customers through a matrix structure with both national account managers and regional teams.

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MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES OUR SALES MODEL (TEMPLATE)
MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES OUR MARKET IN FIGURES 2.5 Billion Total Market where Star competes:
MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES OUR COMPANY IN FIGURES Turnover Star (sell-out): 250 Mio
OUR COMPANY IN FIGURES MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES High complexity: many categories (8) and many skus (120) Skus weight N属 Skus
MOST RELEVANT MARKET COMPETITORS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Competition in Star markets is fragmented in a lot of brands, both multinational companies (Unilever, Nestl竪) and big or small local ones. Star is usually in the first three positions in the market and the direct competitors is Unilever with a similar portfolio. PL are particularly strong in commodities but less in value markets.
MOST RELEVANT MARKET COMPETITORS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Global Corporation Huge critical mass Money to invest Sometimes far from local market Big local players Focused Empreneurs Fast Private Label Improving quality Increasing investment Segmentation
PRIVATE LABEL IN ITALY MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES PL Market Share : 16,1% Growth rate + 7% Increasing Promotional Activities Source Iri June 2010 PL Market share LCC (H+S+LSP) Promo pressure
PRIVATE LABEL IN ITALY MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Overall PL Market Share: 16,1
ITALIAN TRADE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Italy is long and narrow % Weighted Numerical
ITALIAN TRADE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Centrale Italiana 22,9 SICON 17,6 CSA 13.3 ESD 8,5 Esse lunga 8,2 Finiper Sisa /Coralis 7,8 Coop 15,4% (HQ + 12 DP) Despar 4,2% (14 DP) Sigma 2,6% (17 DP) Gigante 0,7% (1 DP) Auchan 9,7% (HQ + 16 DP) Crai 1,9% (HQ + 28 DP) SUN 1,5% (5 DP) AZ Ingros 0,2% (1 DP) Conad 11,5% (HQ + 14 DP) Interdis 4,2% (30 DP) Rewe 1,8% (3 DP) Carrefour 9,5% (HQ + 3 DP) Finiper 3,0% (2 DP) Agor 1,8% (HQ + 4 DP) Cedi Gros 0,5% (1 DP) Alfi 0,3% (1 DP) Others 0,5% (5 DP) Selex 8,5% (HQ + 19 DP) Esse lunga 8,2% (1 DP) Sisa 3,5% (HQ + 6 DP) Coralis 0,9% (35 DP) Customer Weight (I+S+S) Auchan 11,8 Pam 3,2 Bennet 2,2
OUR KEY CUSTOMERS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES 75% More than 170 decision points to make 75% of Turnover
OUR KEY CUSTOMERS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Nr Sales Force Buyer / Category Buyer x Sales Person Visit x month PoS Buying Group 9 18 2 9 0,5 (6 times x year) 21 72 3 24 2 214 390 22 + 3 17,7 1 / 2 * 985 985 22 + 9 31,7 1 / 2 (Smkt) 4 (Hyper) **
Retail Sales Structure MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Sales Director Trade Mktg Field Sales Manager Customer MGR Customer MGR 3 Category Mgr Sell Out Manager 2 A.M.Grocery Channel 2 A.M. Normal Trade 2 N.A.M. 1 N.A.M. Key accounts Agents Sales Promoters
OUR GROWTH SALES MODEL MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Retail Sales Structure HeadQuarter Customer MGR D. Biella Nam M. Acunto Carrefour Group (C.S.A) Coop ( Centrale Italiana) Dico Discount Nam M. Valsecchi Conad ( Sicon) Finiper Rewe Group ( Penny-Billa) Other Buying Groups Customer MGR D. Rainieri Esselunga Lidl Nam G. D Avenia Auchan Group Pam Metro
OUR GROWTH SALES MODEL MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Retail Sales Structure Field Field Sales Manager (Field) Area Manager North Italy Area Manager South Italy key accounts (11) key accounts (8) Area Manager N. Trade Nortth Area Manager N. Trade South Agents Agents
Our Sales Model : Account Management Matrix Structure MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES National Retailers Head Quarter Nam Due to the complexity of Italian Retailers, the Best model to manage Local Trade Is a Matrix structure. Buying Groups Local Customers Field Sales Team Head Quarter Nam Head Quarter Nam Direct management Direct management Supervision National Agreement Direct management For National Retailers with strong cooperative model ( e.s. Conad) Field Sales Team Direct management
Our Sales Model : P.O.S. Coverage Sell Out Team MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Super Markets ( 565 p.o.s.) Hypermarket ( 350p.o.s.) Superette Proximity Shops Field Sales Team Field Sales Team Sales Promoter Team Sales Promoter Team Agents Sell Out team: key accouts + sales promoter + agents 135pos 215 pos 295 pos 270 pos Sell out team objectives: Range Compliance Space allocation Promotional Events
WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES EFFICENT IN MANAGINGMULTILEVEL COMPLEXITY MULTI-CATEGORIES MULTI-REGIONAL MULTI-CUSTOMERS BILLA
WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES BUT ALSO..SINGLE EXTERNAL RELATIONS Sales Force STAR CUSTOMER
WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES ANDMULTI- NATIONAL SALES FORCE
WE WOULD LIKE TO BE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES MULTI FUNCTIONAL TEAM TO BUILD PARTNERSHIP WITH TOP CUSTOMERS Sales Force Logistic Marketing CS F&A STAR CUSTOMER
WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES ANDMULTI- NATIONAL SALES FORCE
OUR GROWTH SALES MODEL Try to draw a process diagram of your Sales Model. Point out your strengths and weaknesses and make sure you are sharing the secrets of your success in future business development MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES

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Italy

  • 1. MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES OUR SALES MODEL (TEMPLATE)
  • 2. MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES OUR MARKET IN FIGURES 2.5 Billion Total Market where Star competes:
  • 3. MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES OUR COMPANY IN FIGURES Turnover Star (sell-out): 250 Mio
  • 4. OUR COMPANY IN FIGURES MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES High complexity: many categories (8) and many skus (120) Skus weight N属 Skus
  • 5. MOST RELEVANT MARKET COMPETITORS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Competition in Star markets is fragmented in a lot of brands, both multinational companies (Unilever, Nestl竪) and big or small local ones. Star is usually in the first three positions in the market and the direct competitors is Unilever with a similar portfolio. PL are particularly strong in commodities but less in value markets.
  • 6. MOST RELEVANT MARKET COMPETITORS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Global Corporation Huge critical mass Money to invest Sometimes far from local market Big local players Focused Empreneurs Fast Private Label Improving quality Increasing investment Segmentation
  • 7. PRIVATE LABEL IN ITALY MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES PL Market Share : 16,1% Growth rate + 7% Increasing Promotional Activities Source Iri June 2010 PL Market share LCC (H+S+LSP) Promo pressure
  • 8. PRIVATE LABEL IN ITALY MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Overall PL Market Share: 16,1
  • 9. ITALIAN TRADE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Italy is long and narrow % Weighted Numerical
  • 10. ITALIAN TRADE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Centrale Italiana 22,9 SICON 17,6 CSA 13.3 ESD 8,5 Esse lunga 8,2 Finiper Sisa /Coralis 7,8 Coop 15,4% (HQ + 12 DP) Despar 4,2% (14 DP) Sigma 2,6% (17 DP) Gigante 0,7% (1 DP) Auchan 9,7% (HQ + 16 DP) Crai 1,9% (HQ + 28 DP) SUN 1,5% (5 DP) AZ Ingros 0,2% (1 DP) Conad 11,5% (HQ + 14 DP) Interdis 4,2% (30 DP) Rewe 1,8% (3 DP) Carrefour 9,5% (HQ + 3 DP) Finiper 3,0% (2 DP) Agor 1,8% (HQ + 4 DP) Cedi Gros 0,5% (1 DP) Alfi 0,3% (1 DP) Others 0,5% (5 DP) Selex 8,5% (HQ + 19 DP) Esse lunga 8,2% (1 DP) Sisa 3,5% (HQ + 6 DP) Coralis 0,9% (35 DP) Customer Weight (I+S+S) Auchan 11,8 Pam 3,2 Bennet 2,2
  • 11. OUR KEY CUSTOMERS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES 75% More than 170 decision points to make 75% of Turnover
  • 12. OUR KEY CUSTOMERS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Nr Sales Force Buyer / Category Buyer x Sales Person Visit x month PoS Buying Group 9 18 2 9 0,5 (6 times x year) 21 72 3 24 2 214 390 22 + 3 17,7 1 / 2 * 985 985 22 + 9 31,7 1 / 2 (Smkt) 4 (Hyper) **
  • 13. Retail Sales Structure MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Sales Director Trade Mktg Field Sales Manager Customer MGR Customer MGR 3 Category Mgr Sell Out Manager 2 A.M.Grocery Channel 2 A.M. Normal Trade 2 N.A.M. 1 N.A.M. Key accounts Agents Sales Promoters
  • 14. OUR GROWTH SALES MODEL MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Retail Sales Structure HeadQuarter Customer MGR D. Biella Nam M. Acunto Carrefour Group (C.S.A) Coop ( Centrale Italiana) Dico Discount Nam M. Valsecchi Conad ( Sicon) Finiper Rewe Group ( Penny-Billa) Other Buying Groups Customer MGR D. Rainieri Esselunga Lidl Nam G. D Avenia Auchan Group Pam Metro
  • 15. OUR GROWTH SALES MODEL MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Retail Sales Structure Field Field Sales Manager (Field) Area Manager North Italy Area Manager South Italy key accounts (11) key accounts (8) Area Manager N. Trade Nortth Area Manager N. Trade South Agents Agents
  • 16. Our Sales Model : Account Management Matrix Structure MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES National Retailers Head Quarter Nam Due to the complexity of Italian Retailers, the Best model to manage Local Trade Is a Matrix structure. Buying Groups Local Customers Field Sales Team Head Quarter Nam Head Quarter Nam Direct management Direct management Supervision National Agreement Direct management For National Retailers with strong cooperative model ( e.s. Conad) Field Sales Team Direct management
  • 17. Our Sales Model : P.O.S. Coverage Sell Out Team MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES Super Markets ( 565 p.o.s.) Hypermarket ( 350p.o.s.) Superette Proximity Shops Field Sales Team Field Sales Team Sales Promoter Team Sales Promoter Team Agents Sell Out team: key accouts + sales promoter + agents 135pos 215 pos 295 pos 270 pos Sell out team objectives: Range Compliance Space allocation Promotional Events
  • 18. WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES EFFICENT IN MANAGINGMULTILEVEL COMPLEXITY MULTI-CATEGORIES MULTI-REGIONAL MULTI-CUSTOMERS BILLA
  • 19. WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES BUT ALSO..SINGLE EXTERNAL RELATIONS Sales Force STAR CUSTOMER
  • 20. WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES ANDMULTI- NATIONAL SALES FORCE
  • 21. WE WOULD LIKE TO BE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES MULTI FUNCTIONAL TEAM TO BUILD PARTNERSHIP WITH TOP CUSTOMERS Sales Force Logistic Marketing CS F&A STAR CUSTOMER
  • 22. WE ARE LIKE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES ANDMULTI- NATIONAL SALES FORCE
  • 23. OUR GROWTH SALES MODEL Try to draw a process diagram of your Sales Model. Point out your strengths and weaknesses and make sure you are sharing the secrets of your success in future business development MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES