1、 Introduction 引言引言 Introduction 引言引言 Introduction 引言引言What are the strategic criteria to define a customer as key account?根据什么策略标准决定一个客户为关键客户？Marketing A&PMarketingProduct FowA&P市场部 广告及促销部市场部广告及促销部Warehouse&Logistice Logistics&DistributionWarehouse&LogisticeSellerBuyer Logistics&Distribution后勤及配送部仓库
2、及后勤部销售员采购员后勤及配送部Category Mgt.Admin.&OperationsStoreOpenations商品种类管理行政及运作部门店运作部Admin.&OperationsStoreOpenationsFinanceFinance行政及运作部 门店运作部财务部财务部Finance Finance财务部 财务部SalesOriented倾向销量MarginOriented 倾向利润SellingParty 卖方Buying 买方商品供应关键客户管理仓库及后勤部Account Mgt.传统式关系传统式关系TRADITION RELATIONSHIP 伙伴式关系伙伴式关系PARTN
3、ERSHIP BASED RELATIONSHIP12KEY ACCOUNT MANAGEMENT 关键客户管理关键客户管理The stages 阶段阶段34KEY ACCOUNT MANAGEMENT 关键客户管理关键客户管理The stages 阶段阶段567a)Kindly list down the working problems and difficulties on dealing with KAS.请跟KA交易所面对的难题和困境写在下列。1、2、3、4、5、6、7、b)What skills and knowledge on managing KA you would like
4、 to gain from this training?在这次培训中，您最希望获得那类管理KA的技巧和知识？Example of Attractiveness吸引力例子Sales volume 销量Growth rate成长率DSO(Day sales outstanding)应收帐款天数Profitability 利润Market share市场份额Example of Supportiveness支持程度例子Merchandising share陈列率 Activity share活动率Product Distribution产品分销Inventory holding库存天数Working
5、relationshipwith buyer市场份额Star 明星类Quest ion Mark 问题类Comtribute high volume提供高销量Comtribute high volume提供高销量Company has high salesshare 公司占其总销量份额高Company has low salesshare 公司占其总销量份额低Cash Cow 现金牛类Dog 瘦狗类Contribute low volume提供低销量Contribute low volume提供低销量Company has high salesshare 公司占其总销量份额高Company h
6、as low salesshare 公司占其总销量份额低High 强强Low 低低ATTRACTIVENESS 吸引力吸引力 High 强强Low 弱弱CriteriaWeightedExcellentAboveAverageBelowPoor评估项目比重杰出Ave.中上中等Ave.中下差劣Annual turnover with us与我们全年销量Growth rate in%成长率DSO in days应收帐款天数Merchandising share in%陈列率Activity share in%活动率Sku carried产品分销(规格)Working relationship wi
7、th buyer与采购员的工作关系20 pts.分40 pts.分25 pts.分25pts.分40 pts.分40 pts.分$500,000 or$400,000-$499,999$300,000-$399,999$200,000-$299,99915%-19%10%-14%5%-9%60 days 天22%or19%-21%16%-18%13%-15%13%30days 天or31-40 days 天30%-34%25%-29%17-19sku 规格 14-16sku 规格 11-13 sku 规格35%-39%Below.中下Poor 差劣10 pts.分Excellent 杰出Alo
8、ve Ave.中上Average.中上Attractiveness 吸引力 Supportiveness 支持程度 CriteriaWeightedExcellentAboveAverageBelowPoor评估项目比重杰出Ave.中上中等Ave.中下差劣Annual turnover with us与我们全年销量Growth rate in%成长率DSO in days应收帐款天数Total for Attractiveness总吸引力计分Merchandising share in%陈列率Activity share in%活动率Sku carried产品分销(规格)Working rel
9、ationship with buyer与采购员的工作关系Total for Supportiveness总支持程度计分1-20 pts.81-100pts.61-80 pts.41-60 pts.21-40 pts.21-40 pts.1-20 pts.100pts.分81-100 pts.61-80 pts.41-60 pts.20 pts.分40 pts.分25 pts.分25pts.分100pts.分40 pts.分40 pts.分40 pts.32 pts.24 pts.16 pts.8 pts.40 pts.32 pts.24 pts.16 pts.8 pts.12 pts.8 p
10、ts.4 pts.40 pts.32 pts.24 pts.16 pts.8 pts.20 pts.16 pts.15 pts.10 pts.5 pts.25 pts.20 pts.15 pts.10 pts.5 pts.25 pts.20 pts.4 pts.2 pts.10 pts.分10 pts.8pts.6 pts.Srar 明星类Question Mars 问题类Accounts are very attractive since they offer highopplrtunity and we have strong position.Accounts are potential
11、ly attractive since they offer high opportunity,butwe have weak position.客户很有吸引力，因为它能提供很多商业机会以及公司的地位很强。客户有吸引力的潜能并提供许多商业机会，但公司的地位很弱。1.Provide high level of sales calls1.Provide high level of sales calls提供高质量的拜访提供高质量的拜访2、Maintain relationship 保持良好关系2、Should improve relationship 应该改善关系3、Maintain compan
12、y status 维持公司地位3、Strive for supportiveness 努力争取对公司的支持Cash Cow 现金牛类Dog 瘦狗类Accounts are somewhat attracrive since opporrunityis limited.Accounts are unattractive since they offer low opportunity and we haveweak position.客户有几分吸引力因为我们占有很强的地位，但对于将来的商业机会非常有限。由于机会少及公司地位不佳，所以客房变得没什么吸引力。1、Provide moderate le
13、vel of sales calls1、Provide minimum sales calls提供适度的拜访提供最低限度的拜访2、Maintain relationship 保持良好关系2、Improve relationship if possible 在可能情况之下改善关系2、Maintain company status or try to stimulatevolume/growth3、Sustain Companys presence if possible维持公司地位或尝试刺激销量/成长率在可能情况之下继续保持公司的存在性SuopportivenessWeightes支持程度比重T
14、otal 总数100%AttractivenessWeightes 吸引力比重Total 总数100%CriteronAccountAccountAccountAccountTotal Co.准则客户客户客户客户公司总数Annual sales with us与我们全年交易No.of stores 门店数量356702800New outlets opening in next 24 mouths 预料在两年内所开设的新店2000 Annual sales growth 成长率-2%10%5%New 新开8.5%DSO in days 应收收款天数60707040582000 Promotio
15、nal expenses 促销费用15%17%8%19%13%Total skus carried by the category整个产品种类中所售卖的规格Our sku carried 售卖我们的规格2335122835our merchandising points 我们的陈列点48 pts.86 pts.12 pts.120 pts.N/AOur merchandising share 我们的陈列率24%36%17%24%32%Our activity points 我们的活动点20 pts.30 pts.0 pts.50 pts.N/AOur activity share 我们的陈列率
16、24%38%0%50%40%Characterisrics of buyer 采购员的性格Nice toeveryboby 对全部人都一样好Treating us veryfriendly 对我们非常友善Pride 骄傲Tempered,impatient 脾气爆燥，不耐烦N/A6081244N/A$50,000,000$4,200,000$2,400,000$1,600,000$1,100,00030028070150Evaluation CriteriaWeihtedExcellentAboveAverageBelow Ave.Poor 评估项目比重杰出Ave.中上中等中下差劣ABCDTo
17、tal Attractiveness总吸引力计分Total Supportoveness总支持程度计分Scoring 计分100 pts分100 pts分Account A 客户Account B客户Account C 客户Account D 客户Type 类型：Type 类型：Type 类型：Type 类型：situation 现况situation 现况situation 现况situation 现况Plan 计划Plan 计划Plan 计划Plan 计划Retail Srore-typeFloor SpaceSkr CarriedGross MarginSpecial FeaturesO
18、ther Criteria零售商店种类面积（平方米）商品规格毛利率特征其他标准Hypermarket霸市（大卖场）Supermarket 超市A Stroe 店100012000-1500012%-18%-TurnoverB Stroe 店6008000-1200010%-15%-No.of check-outcounrersC Stroe 店450800010%-15%-No.of gondola endsetc.Convenience Store根据一个公司的方针，其他标准可以是：便利店 -销量Sundry Provision -收银台数量传统零售店（杂货店）-端头数量等A Type 型2
19、00-4502000-4000 -B Type 型100-2001000-2000 -C Type 型1001000080008%-12%6 feet gondola end;8 feetaisle;30 check-out countersetc.六尺宽端头；八尺宽通道；三十个收银台等等Floor space is the net selling space of the retail outlet.It is normally uesd to determine the store-type.面积指的是零售商的实在销售面积。它通常都被用来确定零售店的种类。Store name 门店名称：O
20、utlets Information门店资料Address 地址：Supermark floor space 超市面积：Category lengty(1)货架长度（一）：Category lengty(2)货架长度（二）：Tel 电话：Fax 传真：Emplyees员工人数FT：PT：Website 网址：Email 电邮：check out counters收银台数目：Contact Person/s 联络人Position 职位Fiscal year ended财政年度：Payment date付款日期：Retail audit panel?零售调查对象：Best Visit最佳拜访时间
21、Member card?会员卡：Scaning system?扫描系统：Trading-History With Us跟我们来往贸易记录Contract period合同有效期：Year 年Turnover 销售额Profit 利润Internal Used供内部使用Credit terms信用期：Credit limit信用额：Discount structure折扣：Frequency of call拜访频率：Company name 公司名称：Trading History 贸易简历1998199920002001Address 地址：a)Accouns turnover 客户本身销量b
22、)Turnover with us 与本公司来往销量c)Our%of turnover 占本公司总销量%with this accountd)No.of outlets 门店数量Tel 电话：Fax 传真：-A type -A型Website 网址：Email 电邮：-B type -B型Ownership/Affiliations -C type -C型 控股/附属公司 Total 总数Account Strategies 客户策略Trade Terms 贸易条件 Margin 利润：Buying office address 采购处Policies 政策：Payment terms 帐期：
23、（if different from above)(如与上述不同）Tatget market 目标市场：Discount allowances折扣：Consumer profile 消费群体：others 其他：Contacts 连络人Merchandising/Sales CallMarleting 市场营销Distribution 货物分配Name 姓名Position 职位陈列及拜访 Promotion policiesCentral warehouse:Planogram 陈列图促销政策中转仓库：Brand/Product typePromotion permossibleRegion
24、al warehouse:品牌/规格促销许可区域仓库：Frequency for calls National 全国性拜访频率 Regional 区域性Branches:POS materialsCooperative ad.广告性分店促销宣传品Account records 客户记录Outlet performance report 门店成绩表Account No:KUL 37562 Store Name:Sunshine SupermarkerJAN%FEB%MAR%APR%MAY%JUN%JUL%AUG%SEP%OCT1999GROUP 17925881,911-142,3144873,
25、1024,163988196GROUP 26372,85003,6294673,528-383,1137713,900GROUP 37033972,007364252,6694133591,938291MTH TTL2,132184.43,8353,9183,5793,2066,6843,4777,6353,6973,387YTD TTL2,132184.45,9679,88513,46416,67023,35426,83134,46638,16341,5502000GROUP 12,6271,1082,806-1266,8411,3182,1212,9294,6225,013GROUP 27
26、301,981959-213,4815,5585711,6264728,292GROUP 357501,7671,4197765242,7761,364749150MTH TTL3,932184.43,08979.05,532117.91,27235.511,098 321.38,000119.85,468149.05,91974.05,843150.613,455YTD TTL3,932184.47,021116.212,553 116.913,825 96.524,923 140.332,923 134.738,391 136.644,310 123.150,153 125.863,608
27、EXPENSES99RENTAL00.000.000.000.000.000.02005.42002.63007.7200F.O.C422.045211.64409.547313.22747.92203.350013.67269.52556.6318PROMOTER00.00-0.100.000.000.000.000.000.000.00OTHERS00.03007.700.000.000.000.000.000.000.00TOTAL422.075219.24409.547313.22747.92203.370019.192612.155514.3518YTD EXP422.079413.
28、11,23411.61,70712.01,98111.22,2019.02,90110.33,82710.74,38211.14,900EXPENSES00RENTAL2005.100.000.020015.72502.304007.060010.3200F.O.C2797.139811.93987.360747.71,49213.47619.561211.262110.974112.72,367PROMOTER00.000.000.000.000.000.000.000.000.00OTHERS00.000.000.000.000.000.000.000.02003.40chain stor
29、e 连锁店：2000A2000BAchd.1999AGrowth2000A2000BAchd.1999AGrowth实际销额 销售目标 达标率%实际销额 成长率%实际销额 销售目标 达标率%实际销额 成长率%Alort SetaePenangTaipingIpohSubangKajangMalaccaKuantanTerengganuKota BharuKuchingTotak 总数Outlets Location连锁店：Year to date 累积Monthly 月份Account records 客户记录 Outlets sales ranking 商店销量排名Salcdpcrdon 销
30、量/Branch 分行/Chain Store 连锁店：Kuala LumpurMonth 月/Year年：March 2000Sub-town小区20001999 Growth 成长率 YtdRanding累积排名20001999 Growth 成长率1Solar CityAmpang65,30251,32027.01160,906140,03314.92Dengs upermarker Bangsar44,24845,137-2.03113,321105,5626.33OceaniaSg.Wang40,10730,65430.82109,744108,6741.04A-MartKlang3
31、6,11530,00420.4496,34589,8377.25Solar CityCheras35,00940,222-13.0630,04479,11113.86Solar CityRawang34,73838,119-8.9784,6960N/A7BeonomyBangsar23,44218,86424.3592,02720,000360.18TwisterAmpang21,50329,38026.81064,51975,004-14.0to continueSpecimen 样本Current Month 本月Year to date 累积Store Name 商店名称MthlyRan
32、k本月排名ChainStores 连锁店Sales 销量%ChainStores 连锁店Sales 销量%ChainStores 连锁店Sales 销量%1Parkinson530,0006.4Parkinson5,600,0005.92Big Way360,0004.3Freshie4,000,0004.23Freshie3,400,0004.1Big Way3,700,0003.94A-Mart1,300,0001.6A-Mart1,600,0001.75Natural1,000,0001.2Greenlane1,300,0001.41-5Sub-total 小计14,600,00017.
33、6Sub-total 小计16,200,00017.16People 900,0001.1Natural1,300,0001.47Oceanic800,0001.0Oceanic1,200,0001.38Daily700,0000.8People800,0000.89Network600,0000.7Weston800,0000.810 Greenlane400,0000.5Food Fair700,0000.71-10Total 总数18,000,00021.7Total 总数21,000,00022.1DomesticSales 国内销83,000,000100.0DomesticSale
34、s 国内销95,000,000100.0100.0Rank 排名199920002001Million U$百万美元Growth%Million U$百万美元Growth%of Sales占销量百分比1 Metro AG4646,664-10.0 295-10.0 1.0 2 The Kroger Co.4945,352-956-2.0 3 Carrefour6639,85631.0 80612.0 2.0 5 Kiminklijke Ahold8535,79824.0 80234.0 2.0 6 Tesco PLC11130,3527.0 1,0888.0 4.0 8 Ito-Yokado1
35、2028,67113.0 424-18.0 1.0 10 Groupe Auchan17523,494-339152.0 1.0 11 Jusco18422,45117.0 -25-118.0 -15 Coles Myer Ltd.32414,5381.0 2563.0 2.0 22 Woolworths Ltd.41511,9211.0 162-16.0 1.0 1 Wal-Mart Stores Inc.2166,80920.0 5,37721.0 3.0 2 Sears Roebuck&Co.5941,071-1.0 1,45339.0 4.0 3 Kmart Corporation84
36、35,9257.0 403-22.0 1.0 5 J.C.Penney10432,5106.0 336-43.0 1.0 6 The Daiei15325,3207.0 -195-1.0 7 Groupe Pinault-Printemps20730,14410.0 66618.0 3.0 13 Marks&Spencer36913,206-3.0 417-32.0 3.0 14 Takashimaya46410,61812.0 5757.0 1.0 1999 Profit 利润 Rank排名Company 公司Global 500Revenur rank 全球首500销量排名1999Reve
37、nue 销量Food&Drug Stores食品及药品店General Merchandisers 百货商店Personal&JobFunctions 个人职务ReportingRelationship 汇报关系Procesural System 程序制度Buying OrganisationStructure 采购公司结构Personal&background&interest个人背景及爱好Superior 上司Buying procedures 采购程序Head officeorganisation 总公司的组织Product range buying所采购的产品种类Subordinate
38、s 下属 Stock control 库存管理Depatrmental or unitmanagement structure部门结构Negotiation style 谈判方式Branch allocations 配送货物于分店Decision MakingUnit(DMU)Committee决策小组Promotional planning策划促销活动Performancemonitoring 业绩监控Other mgt.Responsibilities 其他管理方面的任务Advertising&promotions 广告和促销Relationship withcolleagues and
39、relatedresponsibilities.E.G.store operation,A&P etc.与其他相关部门的联系.如门店操作部,广告及促销部等Matter 事项How to obtain the information?如何获取消息Edtalished the companys share of the customers share ofthe customers product catedgory.1、1、确定公司在客户的大类产品中所占的销量份额。2、3、4、2、Clarify future Company potential with the KA.1、澄清公司将来在这客户中
40、的潜能。2、3、4、3、Idenify reends in the customers business and lurbusiness with it.1、识别客户和我们有生意上的趋向。2、3、4、Matter 事项How to obtain the information?如何获取消息Understand policies and procedures.1、1、明了客户的政策和程序。2、3、4、2、Estalish buying criteria1、确定采购准则。2、3、4、3、Know the competition and competitve products.1、认识竞争情况及竞品
41、2、3、4、5、Mutual respect between the Account Manager and key account.6、Neither assuming or projecting a dominant or hypocrisy attitude towards the other.7、Either party being willing to seek or heed the advice of the other关键客户经理和KA彼此尊敬对方。不会以傲慢，占尽优势或虚伪的态度对待对方。任何一方都很乐意去探索和留意对方的意见。Building and cultivating
42、 Building and cultivating relationship with managers:relationship with managers:-Buying.Including any members of buying committee.-Marketing.E.g.store specific store section product display layouts.-Merchandising.E.g specific store section product display layouts-Store operations-Physical distributi
43、on of goods.E.gcentral warehouse management.-Accounts.Particularly on processing payments.和管理人员建立及培养交情和管理人员建立及培养交情：-采购部。包括采购小组的任何一位成员。-市场营销部。如门店广告和促销节目。-陈列。如特定某些门店商品的排列。-门店操作部。-实际货物派送。如中央仓库管理。-会计部。特别是负责处理付款的人员。Merchandising,Store Operations and Logistics Distribution form the operational axis of a K
44、A 采购部，门站运作部和后勤部是KA的操作轴心。All other department are operating a service and support role towards these 3 departments.所有其他部门都为这三个部门扮演服务和支援的角色。StoreOperations门 店 运 作 部N o n F o o d非 食 品 部D ry G ro ce rie s干 粮 部F re sh F o o d生 鲜 食 品 部S p a ce P h a n n e r货 架 陈 列P ro d u x t D a ta b a se商 品 数 据 库M a rke
45、 t R e se a rch市 场 调 研P rice C h e cke r检 价 员M e rch a n d id in gC o n rtro l采 购 监 控 部A&P广 告 及 促 销 部P riv a te L a b e l私 有 品 牌 M e rch a n d isin g采 购 部Logistics&Distrbution后 勤 及 配 送 部H u m a nR e so u rce s人 力 资 源 部B u sin e ssD e v e lo p m e n t业 务 发 展 部F in a n ce&A d m in istra tio n财 务 及 行 政
46、 部GeneralManager总 经 理 1、Management of AssortmentTo select sku in each category mqke sure total assortmnet is being kept up-to-date and demandof eustomers.种类管理选择各类产品的规格,并确保整个产品种类跟随得上消费者的需求.2、Relationship with suppliers To generate maximum performance out of this relationship.与供应商的关系从良好的关系中产生更可观的成绩。3、
47、Pricing StrategyTo suit the best possible desired positioning of the stores.价格策略以最适合的价格来配合公司的理想定位。4、Gross marginTo risponsible for the gross margin performance of the company.毛利率负责公司的毛利增长情况。5、SalesTo commit and improve the sales performance of the stores.销量积极提高各门店的销售成绩。6、Promotional activitiesTo neg
48、otiate with suppliers the most attractive promotion that are available促销活动跟供应商谈判以便争取最能吸引消费者的促销活动。7、Presentation(Display)To develop fixed plans for the presentation of products for each individual stores.陈列对各门店制定产品的陈列。Fresh food 1Fresh foodDry groceries 1 Dry griceries 2Health&General生鲜部（一）生鲜部（二）干粮（一
49、）干粮（二）洗化用品日常用品Rice,eggsFish/Seafoo Dried packagedCanned foodDental careAppliances米、鸡蛋鱼类/海鲜袋装食品罐装食品健齿品工具Bread,cakesMeatSeasoning/Sauce Flour/SugarHair careKitchen utensils面色，蛋糕肉类调料/酱料面粉/糖护发品厨房用具DairyPoultryOilsInstant noodles Body careCleaning奶制品禽类食用油方便面（快熟面）护肤品）清条用品Bean curdBeveragesPreserved fruits
50、 SoapLaundry/Deterge豆腐饮料蜜饯香皂洗衣粉/清洁剂Cooked meat/halfprepared mealsWine/LiquorBiscuitsFacial careClothing熟肉/半成品酒类饼干护脸品衣服DelicatessenNutritionalSnacks/PuffedBaby cateStationery熟食保健品零食/膨化食品 婴儿用品文具FruitsCoffee&TeaChoc./Confecti FeminineToys/Games水果咖啡和茶巧克力/糖果卫生巾玩具Loose grainsTobaccoMedicinePaper/Plastic杂粮
