Presentation on selling - by Prasida Sushil

Selling at FCUK
By Prasida Sushil
Fcuk –About the Brand
 Philosophy Of Brand
It started of as bringing European fashion and elegance to UK and then turned into bringing the consumers quirky, fun and bold trends.
 Consumers Perception
Consumers think of FCUK as a very trendy, rebellious and bold brand.
Approach
The Brand image is one of arrogance and is a brand for the non-conformist.
 The sales staff will follow a customer around, for a couple of minutes, before approaching.
 This could be because they are trying to understand the customers taste.
 They greet the customers but not very formally.

Presentation And Demonstration
 The sales person only helps if the customer shows some need for assistance.
 Keep attention of the customer- showing them the different colors and styles of clothes available with the brand, telling them about different finishes etc.
 Negotiation skills of sales staff - purple behavior. They are not excessively giving nor are they excessively pushy.
 This works well with the FCUK image.

Closing
 The salesperson will only ask if the customer liked anything. If the customer is vague in answering he will not ask again. Brand image goes with this attitude.
 At the counter the store manager is always present.
 He/she does interact while billing is done. The closing is always choice closing - “Do you prefer to pay by cash or cheque?”

news report on straps

Oswal group co Straps draws plan for expansion
Anjali Prayag
Bangalore June 11 Punjab-based Oswal Group's women's intimate wear retail chain, Straps, has drawn up rapid expansion plans across the country.
Straps set up its first store in December 2004 and currently has 20 stores all over the country with plans to take that number to 40 by March 2008, according to Mr Adish Oswal, Managing Director, Oswal Retail Pvt Ltd.
"Yes, we did take some time in increasing our presence in the country, but that's because of lack of good retail space available earlier," he said. The increasing number of malls in the country has clearly ushered in a new line of opportunity for us, he said.
Industry estimates peg the organised intimate wear market in the country at around Rs 2,000 crore, expected to grow at
70 per cent per annum to touch about Rs 3,500 crore by 2011.
Market share
According to Mr Oswal, Straps is expected to garner at least five per cent of the market share by 2009 and is targeting a turnover of Rs 150 crore by March 2010.
The Oswal Group has invested close to Rs 35 crore in the project and is looking at an investment of another Rs 50 crore by March 2009. "We may look for private equity in the next phase of investment," Mr Oswal said.
Straps offers 9-12 international brands in four different categories: lingerie, nightwear, swimwear and maternity wear. Some of the brands on the shelves are Parah, Off Limits, Cotton Club, Triumph, Wonder Bra, Body Line and Moon Dance.
http://www.thehindubusinessline.com/2007/06/12/stories/2007061202010500.htm

article on straps (oswal group)

Aqua Communication, a
Advertisement
communication and design firm established a year and a half ago, has bagged the creative duties for the Oswal Group’s chain of women’s innerwear retail stores, called Straps. Ogilvy was the incumbent agency. Aqua won the lingerie business through a multi-agency pitch called in June. Seven agencies participated in the pitch: Ogilvy, Rediffusion DY&R, Kitchen Gardens, Oxygen, Pencil, Diametric and Aqua. An Oswal insider says on condition of anonymity, “O&M’s deliverables were not on time and also not up to our standards. During the pitch, Aqua came up with a focused presentation and a clear line of thought that ran parallel to our plans.”
Aqua claims to have come up with a presentation that did not follow the clichéd path for lingerie communication. Anil Madan, director, Aqua Communications, says, “We saw Straps as not just a lingerie brand, but a retail store. The focus was to bring forward its qualities such as large changing rooms and privacy. Also, our approach does not include the use of sexy advertising for Straps just because it is a lingerie brand.” The media mix for Straps will be slightly different from the previous year. This time, Straps will experiment more with online modes as well as outdoor. Print will be used as well. The client refused to divulge the advertising spends, but claims it will be higher than in previous years, when the spends were around Rs 5 crore. Oswal also plans to launch India’s largest lingerie store in South Extension, New Delhi, in another two months.
Anil Madan (left)and Varun Arora
For the uninitiated, Straps is a multi-brand retail outlet of the Oswal Group, a textile conglomerate in India. The intimate wear retail outlets were launched in December 2004 as the first ever specialised stores in the country and were then known as Sensa. At present, there are 18 Straps stores in the country.

http://www.afaqs.com/perl/news/story.html?sid=18541

Koutons expansion in leather footwear

http://www.financialexpress.com/news/now-koutons-to-step-in-leather-footwear/308727/

SALES VIDEO

Starbucks customer service

http://www.youtube.com/watch?v=6M0TgEUbRBc&feature=related
Bob Phibbs - Retail Selling: Bad Customer Service in Retail
http://www.youtube.com/watch?v=LCbreDr2XJc&feature=channel

http://www.youtube.com/watch?v=QnLGRlKFZGU&NR=1

Retail Sales Training: How To Sell Features and Benefits
http://www.youtube.com/watch?v=L2TUi4kNW0I&feature=channel

3rd Sem-Sales & Dist.MARKETING BLOG (AKANKSHA)

My Learning from 3 sites about KEY ACCOUNT MANAGEMENT (KAM)

1 site learning: KAM- The management of the customer relationships that are most important to a company. Key accounts are those held by customers who produce most profit for a company or have the potential to do so, or those who are of strategic importance.
Development of these customer relations and customer retention is important to business success. The analysis is done on which accounts are key to a company at any one time, determining the needs of these particular customers, and implementing procedures to ensure that they receive premium customer service and to increase customer satisfaction.

2nd site learning: The article talks about KAM and its Values. This is mostly related with the 1st site learning but know with 3 main KAM VALUES. The 3 Values are based on benefits and sacrifices (the essence of value); creation and appropriation (the value processes); and the customer, the supplier, or the relationship (the parties of value).

• Type 1: The Exchange Value: its a long run self serving exercise to retain & develop important yet strategic relationship with its customers. It comprises value elements such as simplified and coordinated communication (single point of contact on supplier side); international integration of exchange activities; adjusted and customized core offering.
• Type 2: Proprietary supplier KAM value: It is seen as an activity aimed at internal efficiency and effectiveness of the supplier. It emphasis is on efficient processes that provide certain interaction results at reduced costs (i.e. improved sales productivity). For examples are the emphasis on aspects of concentrating sales teams; improving account team communication; improving dissemination of key customer information; focusing selling resources and processes.
• Type 3: Relational KAM value: While exchange value describes value that comes into existence because of the key account exchange relationship (i.e. because a supplier-created offering is transferred to a value-consuming customer), it does not capture any value that is created by the exchange relationship. In this instance, the relationship itself becomes the resource that creates value. This aspect of value, organized around cross-company teams, is generally but not linked to joint New Product Development activities or quality initiatives (ISO certification).
  

3rd site learning: I learned from this article how KAM can be useful and not useful in maintaining the customer cum profitable data. Basically how the KAM can help in

Using the analysis for strategy formulation. Most company are not having key account system because they are using other matrixes or systems that are relevant for their comapny to store certain datas. But I think its vital for all comapnies who are dealing with the customers or clients that are either loyal, existing or new- Key account matrix ya system can help the comapnies to maintain the data of having such clinets or customers through which the orgainzation gets profit and are able to satisfy and provide right attention to their clinets.

Doubts: How can we apply this system in companies and if we are storing data in it how it can be updated?
Would like to understand the 3 Main KAM VALUES once again with examples related to Bottomline projects if possible? or Live examples of certain companies??? (Concept is still not clear)

Sales Videos

http://www.youtube.com/watch?v=MSqXKp-00hM

http://www.youtube.com/watch?v=biWgubGobHU&feature=fvw