The Vital Role of Sales at Kraft Foods UK

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The Vital Role of Sales
at Kraft Foods UK
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My Profile.

• University of Bath BSc (Hons) Business
  Adminstration
• Joined Kraft Foods in Sept 2001
• Two Year Graduate Programme (2001 2003)
• 2003 to 2005 Customer Executive (Symbol)
• 2005 to 2007 Customer Manager (Cash Carry)
• 2007 Customer Manager (High Street)

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.one of the best brand portfolios in the food
beverage industry
Why Kraft
Second Largest Food Beverage Company in the
World
7 Brands over 1 billion 14 Brands over 500
million 50 Brands over 100 million
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Just a reminder
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.we have a very diverse customer base
Who are our customers?
The Multiples
The Convenience Sector
Away From Home
The Consumer
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• Increasingly competitive marketplace
• Power of the supplier vs. power of the customer
• More demanding consumers

Dynamics of the FMCG industry
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Its not just about knocking on
doors!
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MARKETING
and then delivering
The right product
The right promotion
The right price
The right place
SALES
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A typical Sales department
SALES DIRECTOR
CATEGORY PLANNING CONTROLLER
CUSTOMER DIRECTOR
CUSTOMER DIRECTOR
SECTOR MANAGER
SECTOR MANAGER
CATEGORY DEVELOPMENT MANAGER
SENIOR CUSTOMER MANAGER
PLANNING MANAGER
REGIONAL ACCOUNT MANAGER
FIELD SALES MANAGER
POINT OF PURCHASE EXECUTIVE
CUSTOMER EXECUTIVE
FIELD SALES EXECUTIVE
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Supply Chain
Marketing
Customer Services
Finance
Point of Purchase
Customer Planning
CUSTOMER MANAGER
Category Development
Legal
Customers
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What are the key objectives

• Ensure high product distribution
• Agreement of correct range for each customer
• Organisation of promotions
• Gain maximum space on shelf
• Successful launches of new products

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External Internal Influences
EXTERNAL
Customers
Suppliers
Government
Consumers
Competitors
INTERNAL
Finance
Legal
Marketing
Supply Chain
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3 key trends driving consumer behaviours
Pleasure
Health Wellbeing
Convenience
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A Typical Day
Forecast Meeting
NPD Launch Meeting
Post Price Increase
Customer Meeting Prep
Call Customer
Authorise Invoices
Check Overnight Sales
Quarterly Performance Update
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Monday
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The work of a companys sales department is
crucial to the success of the business
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The importance of Marketing.
Press
TV
Sampling
Internet
PR
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Tuesday
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Why would a customer want a product
Media Campaign
Feature Support
Market Share
Brand Growth
Promotions
Customer Strategy
Brand Name
Profit Margin
Consumer Demand
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Wednesday
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What really happens at a meeting
.with a buyer?
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As customers go global .
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Thursday
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The importance of
Customer Services

Supply Chain
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Friday
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Consumers spend just seconds at a fixture!
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It is critical that our brands stand out
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What would an FMCG company .

• Passion
• Desire to win
• Creativity
• Good communication skills
• Negotiation skills
• Good level of numeracy

want from you?
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What can you expect.

• A great challenge!
• Huge sense of reward!
• Fantastic opportunities!

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The Vital Role of Sales
at Kraft Foods UK