SALES MANAGEMENT COURSE (submitted presentation slides) Course Description: Effective sales management has a high impact on firms' market and financial performance. Firms invest a high amount of money in their sales forces, salespeople establish and maintain customer relationships, and generate sales and profit. Me and my teammates achieved 30/30 points with this presentation from Dr. Tim Bendig (class instructor) and P&G company representatives. Please note that the uploaded task description is not complete! Please note that the presentation is built on imaginary store and task! You are Key Account Manager for Gillette and responsible for the customer ‘Gamma Stores’. The key question is: “How to launch the new Lady shaver Venus & Olay and how to leverage Venus Olay as the growth engine for your female shaving business at your customer”. It is July 2012 and you & your team develop the Launch Plan and Conceptual Sell for Venus & Olay at Gamma Stores (planned for Jan13). Case Study outline: -Venus & Olay- the product -Target group -Media- and ER-support -Development female grooming market -Calculation / Pricelist -Gamma Stores . Important take-away: 5 Steps of Persuasive Selling Format (Conceptual Sell): -Summarize the Situation -State the Idea -Explain How it Works -Re-Inforce the Benefits -Easy Next Steps

1. Sales Management | March 19th 20130
WELCOME!
Venus & Olay launch in Gamma stores
Msc Sales Management
Basmah Abdulkarim, Kata Gyarmati, Jan-Philipp Lembke, Jessica Sgarlata

2. Sales Management | March 19th 20131
Agenda
What is the
Current
Situation?
What is our
Idea?
How does it
Work?
What are the
Benefits?
What are the
Next Steps?

3. Sales Management | March 19th 20132
Situation and our Conclusions
Shaving trends in Germany Consumers‘ Decision Drivers Growth Driver
Innovation is key for
category growth
Leverage these Decision
Drivers at POS
Win new customers
2005
2006
2007
2008
2009
2010
2011
+33%
Revenue growth
1 Fragrance
2 Color
3 Variety
4 Something New
5 Quickness
Women want...Of all women..
 ~50% shave their body
hair
 Shave 11 times a
month
 ~33% include it in
regular body and
beauty care
 Use 10 blades a year

4. Sales Management | March 19th 20133
Agenda
What is the
Current
Situation?
What is our
Idea?
How does it
Work?
What are the
Benefits?
What are the
Next Steps?

5. Sales Management | March 19th 2013
2 Categories
2 Brands
2 Strengths
4
Product Innovation
Best Shaving
through Embrance
5-blades
technology
Improved 2-in-1
Solution
Skin care through
Olay ingredients
Female Wet
Grooming Skin Care

6. Sales Management | March 19th 20135
The Idea
Achieving category growth in female grooming through changed behavior and in skin care
through target group transfer effects.
Today Future
“Shaving is only a function to remove
unwanted hair which stresses my skin”
“With Venus & Olay, shaving becomes
the foundation of my daily Skin Care.”

7. Sales Management | March 19th 20136
Agenda
What is the
Current
Situation?
What is our
Idea?
How does it
Work?
What are the
Benefits?
What are the
Next Steps?

8. Sales Management | March 19th 20137
Where will V&O Consumers Come from? (See Excel Sheet 2)
• Quattro for Women (-2%)
• Intuition (-2%)
• Venus for Women (-10%)
• Venus Breeze (-15%)
• Venus Embrace (-10%)
• Protector Lady Plus (-2%)
• Intuituin Plus Hydra Soft (-2%)
• Senior Excel for Women (-2%)
• Venus Embrace (-5%)
• Intuition Melon Fresh (-2%)
• Protector Lady Swing (-2%)
Cannibalisation Olay ConsumersMarket Growth
104M Units
70M Units 31M Units
3M Units
5% (expected 2013)
Currently only 4% of
consumers buy both
brands.
Profit margins for V&O
are, however, extremely
outstanding.

9. Sales Management | March 19th 20138
Budget focus on Displays and Mailings
ID Measure Quantity Price TOTAL Hyper Super
Number of
Stores
TOTAL
1 Full Page Ad in the Customer Magazine 0 25.000,00 € - € - €
2 Full Page in the Employee Magazine 0 5.000,00 € - € - €
3 Sales Ladies per Day 1 150,00 € 150,00 € 0 0 0 - €
4 Advertising Banner on Gamma Homepage in the Internet 1 3.000,00 € 3.000,00 € 3.000,00 €
5 Information / Education Folder for Store Personnel 1 18,00 € 18,00 € 0 0 0 - €
6 Information / Education Card with Venus Vibrance Demo Folder with Line Up Explanation 1 3,00 € 3,00 € 0 0 0 - €
7 Mailings: per 100M Multi Brand Mailings to Gamma Card Holders 1,7 10.000,00 € 17.000,00 € 0 17.000,00 €
9 1/4 Chep Display with 30 Shavers and 30 Blades 1 35,00 € 35,00 € 1500 1500 52.500,00 €
10 1/2 Chep Display with 60 Shavers and 55 Blades 1 55,00 € 55,00 € 500 0 500 27.500,00 €
11 Permanent Display 1 120,00 € 120,00 € 0 0 0 - €
12 Feautre: incl. Preisabschlag 0 50.000,00 € - € 0 - €
100.000,00 €
Budget 100.000,00 €
Budget (Excel Sheet 1)
Measure Quantity Hyper Super Total
Internet Banner on
Gamma Store
Homepage
Mailings: per 100M
Card Holder
¼ Chep Display with
30 Shavers and 30
Blades
½ Chep Display with
60 Shavers and 55
Blades
1
1.7
500
1500
3.000€
17.000€
52.500€
27.500€
100.000€

10. Sales Management | March 19th 20139
Display Type #1
1 Fragrance
2 Color
3 Variety
4 Something New
5 Quickness
Display #1 Based on
Consumers‘ Decision
Drivers
4 Clear „NEW“ communication
2 Glimmering Gold
3 Quick Information on Display
(Innovation on Information)
1 Fragrance Dispenser
5 Small Flyer
Information Holder

11. Sales Management | March 19th 201310
Display Type #2
Display #2 to target
the Olay-only users
Communicating Venus
at the Olay Shelf
Small amount of
Venus raisers
displayed

12. Sales Management | March 19th 201311
Display Type #3
Display #3 V&O and
Olay Essentials Sister
Display
Places the two brands‘
products close to each
other
Optional product-
bundling offer

13. Sales Management | March 19th 201312
Agenda
What is the
Current
Situation?
What is our
Idea?
How does it
Work?
What are the
Benefits?
What are the
Next Steps?

14. Sales Management | March 19th 201313
What are your Benefits
Display #3 V&O and Olay
Essentials Sister Display
Display #2 to target the Olay-
only users
Display #1 Based on
Consumers‘ Decision Drivers
High expected Sales for
V&O
New Customers to Female
Grooming Category
Cross-Category Growth

15. Sales Management | March 19th 201314
Agenda
What is the
Current
Situation?
What is our
Idea?
How does it
Work?
What are the
Benefits?
What are the
Next Steps?

16. Sales Management | March 19th 201315
Rebates 2013
Profit Margin (Excel Sheet 3)
FIXED FIXED
Name 2012 Name 2013 Venus Breeze Venus&Olay Venus Breeze Venus&Olay
8,82 10,44 8,98 11,45
Rebate A 4,20% Special Partner Rebate 4,20% 0,3704 0,4385 0,3772 0,4809
Rebate B 2,00% Long-term Relationship Rebate (+0,2% per year) 2,20% 0,1764 0,2297 0,1796 0,2519
Rebate C 5,00% Shelf Dominance Compared to Wilkinson 4,00% 0,4410 0,4176 0,4490 0,4580
Rebate D >160.000 5,00% Quantity >100.000 3,00% 0,4410 0,3132 0,4490 0,3435
= Invoice Price EUR 7,3912 9,0410 7,5252 9,9157
Rebate E 5,00% Skonto I 5,00% 0,4410 0,5220 0,4490 0,5725
Rebate F 3,30% Skonto II 3,30% 0,2911 0,3445 0,2963 0,3779
= Net/net Price EUR 6,6591 8,1745 6,7799 8,9654
RSP EUR 9,95 12,99 10,95 14,99
Trade Profit EUR 1,7022 2,7414 2,4218 3,6313
Margin earned % 20,4% 25,1% 26,3% 28,8%
Razors Blades
Rebate Type 2013
Special Partner Rebate 4,20%
Long-term Relationship Rebate (+0,2% per year) 2,20%
Shelf Dominance Compared to Wilkinson 4,00%
Quantity >100.000 3,00%
= Invoice Price EUR
Skonto I 5,00%
Skonto II 3,30%
= Net/net Price EUR

17. Sales Management | March 19th 201316
Profit Margin 2013
Profit Margin (Excel Sheet 3)
FIXED FIXED
Name 2012 Name 2013 Venus Breeze Venus&Olay Venus Breeze Venus&Olay
8,82 10,44 8,98 11,45
Rebate A 4,20% Special Partner Rebate 4,20% 0,3704 0,4385 0,3772 0,4809
Rebate B 2,00% Long-term Relationship Rebate (+0,2% per year) 2,20% 0,1764 0,2297 0,1796 0,2519
Rebate C 5,00% Shelf Dominance Compared to Wilkinson 4,00% 0,4410 0,4176 0,4490 0,4580
Rebate D >160.000 5,00% Quantity >100.000 3,00% 0,4410 0,3132 0,4490 0,3435
= Invoice Price EUR 7,3912 9,0410 7,5252 9,9157
Rebate E 5,00% Skonto I 5,00% 0,4410 0,5220 0,4490 0,5725
Rebate F 3,30% Skonto II 3,30% 0,2911 0,3445 0,2963 0,3779
= Net/net Price EUR 6,6591 8,1745 6,7799 8,9654
RSP EUR 9,95 12,99 10,95 14,99
Trade Profit EUR 1,7022 2,7414 2,4218 3,6313
Margin earned % 20,4% 25,1% 26,3% 28,8%
Razors Blades
Razors Blades
Venus Breeze Venus&Olay Venus Breeze Venus&Olay
8,82 10,44 8,98 11,45
0,3704 0,4385 0,3772 0,4809
0,1764 0,2297 0,1796 0,2519
0,4410 0,4176 0,4490 0,4580
0,4410 0,3132 0,4490 0,3435
7,3912 9,0410 7,5252 9,9157
0,4410 0,5220 0,4490 0,5725
0,2911 0,3445 0,2963 0,3779
6,6591 8,1745 6,7799 8,9654
9,95 12,99 10,95 14,99
1,7022 2,7414 2,4218 3,6313
20,4% 25,1% 26,3% 28,8%

18. Sales Management | March 19th 201317
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