1 Vlerick Business School Organization structures for SCM

1 © Vlerick Business School Organization structures for SCM

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 3 © Vlerick Business School

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. § Position and investment matrix = necessary tools, you need to have clear position to be able to target your audience 4 © Vlerick Business School

KEY LEARNINGS SESSION 4: THE RESALE PYRAMID (1/2) Com. Promo Price Place Product 5 © Vlerick Business School

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. ) 6 © Vlerick Business School

THANK YOU! DEVA. RANGARAJAN@VLERICK. COM ASTRID. DEWAEL@VLERICK. COM