Sales Plan Aelia

Daniela Restrepo

Nathalia Salazar

Maria del Carmen Ebang

Outline1. 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

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

Executive summary

● Increase sales of 3%

● Establish relationship to long term with the consumers

● To give them a reason to return to your POP

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

Implantations and Sectors

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.

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

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

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

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

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)

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

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

Sales force managementB. 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 CHANELThe occasion

(For who, when)

As a gift?

100% Customers OSCAR

Sales force managementC. 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

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

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

Selling tactics

Goals:

To boost the supplier-retailer relationship

To improve our customer care.

why?

● To increase sales’ opportunities

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.

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.

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

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.

How? Using promotions tactics in the POP

Which?

Tactics of:

● Discounts

● Merchandising strategies

● Trials and demonstrations

Selling tactics

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

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

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

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

● Offering product “bundles”.

● Package to reflect luxury and

exclusivity

- Attractive colours

- Decoration

- Good presentation

Products tactics

coffret (skincare Night

Objective: To make the product accessible

for the customers

Tactics:

● Establishment public and private

● Luxurious shops

● Tourist places

Distribution tactics

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

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

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.

http://www.aelia.com/xwiki/bin/view/Groupe/ChiffresCleshttp://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

THANKS FOR

YOUR

ATTENTION!!!