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Sales Plan Aelia
Daniela Restrepo
Nathalia Salazar
Maria del Carmen Ebang
Outline
1. Executive summary
1. Company’s background
3. Consumer buyer behaviour
A. Segments and needs satisfied by the pr...
B. Promotion tactics (in the POP)
a. Discounts
b. Trials and demonstrations
c. Merchandising strategies
d. Website
C. Pric...
Executive summary
● Increase sales of 3%
● Establish relationship to long term with the consumers
● To give them a reason ...
AELIA (Subsidiary of Lagardère services, multi-specialist store)
Where are we now?
❏ One of the leaders of duty free trave...
Implantations and Sectors
SWOT Analysis
Strengths Weaknesses
Social Welfare Activities Private Ownership
Wide Network of Stores Weak Financial Perfo...
Customer buyer behaviour
Customers types:
- Tourists: They want to buy French
product
- Opportunistic consumers: They
buy ...
Consumer buyer behaviours
Factors of purchase:
● Waiting time
● Nationality (Chinese)
● Destination
Needs satisfied by the...
Our seller’s Profile The important for us:
❏ The applicant’s profile
❏ Enthusiasm
❏ Leadership capability
❏ Team spirit
❏ ...
A. Recruitment process
● Applicants for shopping positions, are interviewed
by phone, after an examination of their applic...
Sales force management
A. Recruitment process
● Role playing issue: Selling the new fragrance from Chanel to a
regular cus...
Sales force management
A. Recruitment process
● Personal interview:
❊ Goal: To set the contract’s
nature.
How? Workstation...
B. Training
What has Aelia?:
❏ Aelia Training Centres
❏ A professionals’ team
We offer to our sales’ team:
❏ Vocational tr...
Sales force management
B. Training
■ Third Tuesday of the month
"inscription"
❏ Training: the importance of the
the “physi...
Sales force management
C. Motivation
a. Recognition and Tracking:
i. How? Briefing each friday all the staff
ii. Goal: to ...
b. Compensations:
❏ The different teams who achieves the sales’ Goals per month from each shop
a. Salary + Bonus of 100€ +...
A. Personal selling
a. Key account management
tactics
:
⭐ Chanel
⭐ Dior
⭐ Paco rabanne
Why?
- Chanel and Dior (high sales ...
Selling tactics
Goals:
To boost the supplier-retailer relationship
To improve our customer care.
why?
● To increase sales’...
Selling tactics
A. Personal selling
a. KAM
How?
✓ Having a centralized and unified
database of customer information
✓ Inte...
Selling tactics
A. Personal selling
a. KAM
✓ Electronic way: To increase use of
Internet, email (cheaper), phone to
being ...
Selling tactics
A. Personal selling
b. Customer care
1.Communicate with Customers after
purchasing:
✓ Email newsletter
✓ A...
Selling tactics
A. Personal selling
b. Customer care
3. Be Flexible with Policies: Each
customer is an individual with uni...
How? Using promotions tactics in the POP
Which?
Tactics of:
● Discounts
● Merchandising strategies
● Trials and demonstrat...
B. Promotion tactics
Objectives: to influence the consumer to the immediate purchase of products
and making passengers int...
c. Merchandising strategies:
The organization of the products at the point
of sale :
❏ To locate star products
❏ Separated...
Objective: To attract more customers and
maximise profits
Tactics:
● Discount to sell old STOCK.
● Odd value pricing
● Sup...
Pricing tactics
● Odd value pricing: To sale per
$9.99 instead of $10.
● Skimming: To Sell the exclusive
products that are...
● Offering product “bundles”.
● Package to reflect luxury and
exclusivity
- Attractive colours
- Decoration
- Good present...
Objective: To make the product accessible
for the customers
Tactics:
● Establishment public and private
● Luxurious shops
...
Increase our market share through sales.
❖ Marketing tools: Marketing mix (P of product)
Main action: To introduce news fr...
Recommendations
❖ Marketing tools: Marketing mix (P of promotion)
Main action: Media formats. Internet advertising
Time: 2...
INSIGHT ? We understand the traveller?s expectations
INNOVATION ? We fulfil the traveller?s desires
RESULTS ? We achieve e...
http://www.aelia.com/xwiki/bin/view/Groupe/ChiffresCles
http://www.crmtrends.com/crm.html
http://www.ventaconsultiva.co/mu...
THANKS FOR
YOUR
ATTENTION!!!
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Sales plan aelia

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Sales plan aelia

  1. 1. Sales Plan Aelia Daniela Restrepo Nathalia Salazar Maria del Carmen Ebang
  2. 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. 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. 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. 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. 6. Implantations and Sectors
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. Selling tactics Goals: To boost the supplier-retailer relationship To improve our customer care. why? ● To increase sales’ opportunities
  20. 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. 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. 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. 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. 24. How? Using promotions tactics in the POP Which? Tactics of: ● Discounts ● Merchandising strategies ● Trials and demonstrations Selling tactics
  25. 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. 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. 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. 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. 29. ● Offering product “bundles”. ● Package to reflect luxury and exclusivity - Attractive colours - Decoration - Good presentation Products tactics coffret (skincare Night
  30. 30. Objective: To make the product accessible for the customers Tactics: ● Establishment public and private ● Luxurious shops ● Tourist places Distribution tactics
  31. 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. 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. 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. 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. 35. THANKS FOR YOUR ATTENTION!!!

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