Presented by: Subir Ghosh, President

www.aegisglobalacademy.com

Retail Account Management

Account Business Planning

Key Account Perspective

Types of Key Accounts:

Exclusive Multi-brand

Supportive Competitive

Why Plan?

A. Allows expectations to be clarified for

both sides

B. Enables commitment of resources:

Manpower & Training

Allocation of right SKU

Allocation of Capital

Promotional budgets

Appropriate stock holding levels

Floor / Shelf space allocation

C. Ability to assess progress and take

timely corrective measures

How to Plan?

Sharing of overall industry and competitive

landscape

Sharing of organisational objectives

Sharing of data points and analysis of

previous trends

Marketing and promotional plans

Expansion plans

Major operating policy shifts, if any

Finally, involving the appropriate

stakeholders

Implementation Challenges Encountered

Sell in vs Sell out focus

Opportunity cost for additional

capital required

Value orientation vis-à-vis SKU

orientation

Promotional ideas and

deployment of promotional

budgets

Poor understanding of

Organisation Dynamics

Overcoming the Barriers

Display flexibility in target setting depending on

type of account

Exclusive

Supportive

Competitive

Sharp insight into cash flow, RoI and fund

deployment

Democratisation of promotion process

Type of Promotion

Cost Split

Monthly review involving appropriate stakeholders

What can it Deliver?

Business Growth

Profit Growth

Trust

For any further information, please do email me at

subir.ghosh1@essar.com