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Published byLambert Campbell Modified over 8 years ago
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CONFIDENTIEL Revised commercial policy
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CONFIDENTIEL 2 * BCG conclusions Commercial proposition Why do we need to change?
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CONFIDENTIEL 3 S&D main objectives according the commitment to the Board
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CONFIDENTIEL 4 Customer segmentation is the backbone of our new Commercial Proposition
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CONFIDENTIEL 5 Customer segmentation Analyse the market and define the more adapted offer in order to maximise contribution
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CONFIDENTIEL Market Data Source: Data RM Total AF/KLM Turnover (ALL IN) IATA 2009 Total AF-KL Revenues (M€) IATA 2009 KUEHNE & NAGEL Share of customer In AF-KL carried weight Share of wallet Total AF/KLM Turnover with main 17 clients – All-In in M€ – IATA Year 2008/09 Geographic coverage SizeAffinity with AF-KL Industry Specificity KUEHNE & NAGEL 6 Added value product AF-KL Turnover
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CONFIDENTIEL 7 Our S&D strategy per segment
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CONFIDENTIEL 8 What about the shippers?
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CONFIDENTIEL 9 Focus on next steps for Partners (also applicable for other large clients)
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CONFIDENTIEL 10 « Give » and « Ask » for Partners
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CONFIDENTIEL 11 Adapted offer per segment
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CONFIDENTIEL 12 From Global Segmentation to Area/Market adapted policy
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CONFIDENTIEL 13 The implementation of segmentation will rely on 6 key success factors
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CONFIDENTIEL 14 Simplifying our product portfolio with a later reorganization in sight
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CONFIDENTIEL 15 Proposed Pricing guiding principles
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CONFIDENTIEL 16 Based on those guidelines, next step is to build a Pricing/Contracting Framework
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CONFIDENTIEL 17 Link between Segmentation and Contracting framework
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CONFIDENTIEL 18 Proposed organization to support pricing framework process
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CONFIDENTIEL 19 Adapting the sale teams organization and priorities to different clients segments
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CONFIDENTIEL Optimizing the market coverage thanks to sales force Examples of pilots French market Pilot German market Pilot ▬ Client classification and visits planning Outline: Sales force reallocation, linked with the customer potential. Results: Definition of number of contacts per semester according to their potential. Implementation of a tool for visit planning and report Roll out : This project will be implemented in all Areas ▬ Within the CSO, creation of the client proximity centre : targets small and medium forwarders Context: Small market share on the French market for small and medium clients (21,8% in 08/09). Outline: Create a team within the CSO dedicated to forwarders for which our Market Share is < 6%, with prospection and management of incoming calls Results: Launched in April 2010, 50 K€ net income the first month, 400 k€ YTD Additional turnover for new clients Survey of the model duplication in progress 20
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CONFIDENTIEL 21 Customer Information Management : Current status Example of tool
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CONFIDENTIEL 22 Transformation Map / Very first draft
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CONFIDENTIEL Proposed organisation to support the new commercial policy Customer Segmentation Customer Segmentation Products Sales Force Effectiveness SVP S&D Pricing & contracting Revenue Integrity/Commer cialProcesses Small & Medium Shipper identification … Product profitability Sales monitoring with Shipment contribution, … Product simplification … CSO Performance CSO Proactive selling Market coverage … Booking to actual process optimisation Other charges … IT Change Management Controlling Cross Domains projects (Acceptation, Repair,…) 23
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CONFIDENTIEL Kuehne & Nagel dashboard Key findings Backup 6% 2008/2009 5% 2007/2008 6% 2009/2010 % AF-KL turnover (CAGR : 2%) Market share (% of AF-KL turnover) & TurnoverShare of wallet (tons) with AF-KL 2009 13,1% 2008 13,9% 2007 13,3% Source : Data IATA CASS (IATA YEARS 07-09) Source : Based on Net sales revenues Data RM & IATA CASS (IATA YEARS 07-09) 95 M€ 89 M€87 M€ Weight (Mtons) vs Yield (All in/ Weight) (€/kg) IATA 2009 1,65 2008 69 2007 70 2,03 65 2009 Yield : CAGR : -7% Weight (tons) : CAGR : -3% Source : Data IATA CASS (IATA YEARS 07-09) & Data RM SCB (M€) et SCB/Weight (€/kg) IATA 2009 2008 100,5 85,2 1,58 1,65 2007 111,3 2009 1,26 SCB/kg (CAGR : -9%) SCB global (CAGR : -9%) Source : Data RM CAGR : - 0,5% Turnover (M€) (CAGR : - 3%) 24
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CONFIDENTIEL Backup Kuehne & Nagel dashboard Zoom on Product breakdown Allotment usage evolution 2009 74% 26% 2008 68% 32% 2007 67% 33% Free sale Alloted Allotment usage by product (IATA 2009) Cohesion 56% 44% Variation 77% 23% Equation 77% 23% Dimension 78% 22% Source : Based on All In revenues Data RM Yield (All in/ Weight) (€/kg) IATA 2009 Variation 1,45 Equation 3,22 Dimension 1,50 Cohesion 2,33 2,82 SCB/Weight (€/kg) IATA 2009 Variation 1,12 Equation 2,83 Dimension 1,09 Cohesion 1,85 Source : Data RM Average (20 main customers) Average (20 main customers) Turnover breakdown / product 45% 17% 30% 2008 21% 9% 5% 57% 58% 17% 16% 2007 20% 5% 2009 Equation Variation Dimension Cohesion Source : Based on All In revenues Data RM 25
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CONFIDENTIEL 26 Action Plan Europe Sales Steering: Sales Performance Management
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CONFIDENTIEL 27 CIM Tool functionality
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