Commercial Business Framework & Ways of Collaboration

Basic Knowledge & Skill for Paragonians

7 Desember 2020
Let’s Understand, What is Commercial…

● Scope of Commercial is SHOPPER & CUSTOMER

● So, we do all Marketing Activities for Shopper in the Point of Sales (Customer) to Win the Market
SO, COMMERCIAL WILL DO...

Market Development Shopper & Customers Key Account & Sales

Team Marketing Team Operation Team
Relationship With Other Directorate...

Think
Tanks
Maintain relationship in the market (1 of 3)
Winning at the Point of Sales (2 of 3)
Excellent Execution (3 of 3)
Emmerging Channel :
Modern Trade General Trade E-Commerce, Reseller, B2B

Account Management Distribution Management Structuring Management

Account Segementation Organization readiness

Route-to-Market
Account Profiling “Last Mile” execution
Coverage Plan
Account Planning Data Analytics
Route Management
Negotiation Integration with Digital
Store Execution
Store Execution Marketing
Distribution P&L PARAMOOR SFA BIVI
Account P&L Impact Analysis

Trade Investment Effectiveness

Pay for Performance,
Budget Allocation Execution Leakages
Win with Winners
BEAUTY
PARTNER
BRAND COMMERCE

ENABLERS

Sales Organization IT Support Capability

To ensure all strategies are implementing, flawless...
This
Thisis Commercial
is Commercial Directorate
Directorate

Chief Commercial Officer

VP Commercial International
Sales Director

Sales Alternative Market Sales

Shopper & Customer Marketing Modern Trade E-Commerce Finance
Operation Channel Group Development Development
Group Head Group Head Group Head Business
Group Head Head Group Head Group Head Partner

HR
Business
Partner

Head Of Head of
Head of Head of Head of Local Head of
Grocery, LMT RSM 1 Head of Retail Reseller RMDM 1 International
Mass Make Category for E-new Sales
Sales Planning & MT Business Dev Business Dev Mgr
Up & Face International Channel Capability
& Reporting Operation Malaysia
Care Market
Category

Head of Key
Account Head of B2B RMDM 2 Head of Com Int Business
Head of Head Of H&B RSM 2 Dev
Head of E-commerce Excellence & Development
Masstige
Channel & Ops Customer Mgr–Expansion
Category
Dev Engagement Coordinator

Head Of RMDM 3
Minimarket
RSM 3
Head of Head of New
Store Category
Devt
Head Of
Head Of Dept.Store Training & Dev

Head OF
LMT
Head Of
Head Of International
Demand
KAM
Creation
SHOPPER & CUSTOMER MARKETING
What will she buy ???
Let’s Enter the Channel

General Trade Modern Channel

Online Channel Alternative Channel
Channel Trade

Traditional Modern
Trade Trade H&B E - Commerce Independent
Store B2B Reseller Subdist Others
Channel Channel

Nasional MT HABA Bank Employee

KAM Olshop KMM Malaysia

Counter Image
Provision Sudistibutor
Store Hospital Promotion

Local MT Cosmetic Store Local Olshop Beauty House Shopsales

Other Reseller
Franchise
Food & Beverages
Pharmacy
Others (Salon,
Store Telecommunication
NRA Tour
SALES OPERATION TEAM
ROUTE-TO-MARKET
SALES OPERATION PRINCIPLE
COVERAGE
DISTRIBUTION
STORE EXECUTION

DISTRIBUTION
TEAM DEVELOPMENT
MODERN TRADE TEAM
MODERN TRADE - CHANNEL
HYPERMARKET &
HABA DEPT STORE MINIMARKET
SUPERMARKET
MODERN TRADE - CHANNEL

MODERN TRADE - CHANNEL

MODERN TRADE – WAY OF WORKING
OBJECTIVE

Managing key account retailers in modern trade channel, especially who play a strategic role in the growth, to
deliver agreed sales target and increase share with right promotion and effective investment.

BASIC FRAMEWORK

● Key Account Profile Key ● Profiling key account ● Listing NPD

PROFILING ● Account Analysis ● Struktur organisasi ● Manajemen Persediaan
● Assortment ● Analisis bisnis

● Target ● Analisis SWOT

P E R E N C A N AA N ● Key Account Goal and ● Budget ● Action plan
( P LAN N I N G ) Strategy ● Partnership wiring ● Key account scorecard
● Key Account Plan

● Jadwal dan tenggat waktu negosiasi

ACTION ● Kalender aktivitas di key account (listing, launching,
(EXECUTION) aktivasi, shopper study)

REVIEW ● Jadwal review bisnis reguler

( E VALUATI O N ) ● Jadwal diseminasi hasil review bisnis
MODERN TRADE – WAY OF WORKING

Right
Assortment

Proper
Service BA
Visibility

Effective Competitive
Promotion Price
MODERN TRADE – IMPLEMENTATION
HYPERMARKET &
HABA DEPT STORE MINIMARKET
SUPERMARKET
E-COMMERCE TEAM
E-COMMERCE, WHY…
Online Sales Growth is Unstoppable The Future of Ecommerce After Mobile Shopping is Growing
COVID-19

Rise of Voice Commerce Evolving Role of Social Media in Ecommerce Environmental Topics Influence Buyers

Role of Artificial Intelligence Augmented Reality Transforms How We Shop Augmented Reality Transforms How
We Shop

www.oberlo.com
E-COMMERCE ECOSYSTEM
E-COMMERCE PLATFORM
MARKETPLACE BRAND COMMERCE ONLINE STORE
E-COMMERCE ORGANIZATION
RETAIL BUSINESS TEAM
RETAIL BUSINESS
RETAIL BUSINESS STORE TYPE
RETAIL BUSINESS STRUCTURE
RETAIL BUSINESS IMPLEMENTATION
Visual Merchandising & Stock Room Management

Ambience Highlights/Promotion Staff Management

ALTERNATIVE CHANNEL
WHAT’ALTERNATIVE CHANNEL
ALTERNATIVE CHANNEL ORGANIZATION
ALTERNATIVE CHANNEL VISSION

● Become a new route-to-market tools for Paragon Group to reach consumers effectively and
efficiently
● Become blue ocean future business for any categories
CURRENT CONDITION
CURRENT CONDITION More than 6,000 reseller
already joined
CURRENT CONDITION
CURRENT CONDITION
CURRENT CONDITION
To ensure all channels activities work well & win at the market, commercial needs
supporting team. And role of this team is very important…
MARKET DEVELOPMENT
MARKET DEVELOPMENT
MARKET DEVELOPMENT ORGANIZATION
Market Development
Group Head

Findi Novia L

RMDM 1 RMDM 2 RMDM 3 Head Of Dev & Training Head Of Demand Creation

Novita Mariana Agna Ilma Karima Eni Dwi Astuti Vacant Vacant

Demand Creation Officer Demand Creation Officer Demand Creation Officer

Activation Officer Activation Officer Activation Officer

MARKET DEVELOPMENT
OBJECTIVE

Engage more consumer and shopper to create trial for our product

IN STORE OUT STORE IN DIGITAL

DEMAND CREATION
IN STORE OUT STORE DIGITAL DEMAND CREATION

Official Sosial Media

Activation

Virtual Class
iG Collabs
by Touch Point

Store
BP Challege
Activation
BA MANAGEMENT
BA DEVELOPMENT PROGRAM

● Development & Training

- Kelas belajar online (zoom/warning)

- Bolu (Sebanyak 5.878 orang mengikuti
kelas belajar bersama "Bolu")

> 7500 BA

Pengadaan BA & rotasi

Development

Controlling

Evaluasi
BA & BP Development
● Motivasi ● Beauty School

- Meeting BA 1. Magic studio

- IG live 2. Stage of the star
- Beauty School 3. The power of make up
- Coaching program 4. Dream writer

IG Live Magic Studio The Power of Makeup

Stage of The Star

BA & BP Development
● Digitalisasi Program
- Digital challenge HO
- Digital challenge DC
- Digital Squad

Digital challenge DC
Digital Squad Digital Squad → Emina It Girl
Social Media

Digital challenge HO Digital Squad → Beauty Clique

SALES DEVELOPMENT
SALES DEVELOPMENT ORGANIZATION
Sales Development
Group Head

Vacant

Head of Sales Capability Head of Commercial Excellence &

Customer Engagement
M. Miftahchudin Vacant

Sales Capability
Executive

Vacant

Commercial Excellence Customer Engagement

Sales Capability Officer
Officer Officer

Sumarni Vacant Vacant

SALES DEVELOPMENT
OBJECTIVE

To enhance and develop Commercial Team’s capability to have more effective and
efficient
COMMERCIAL TECHNICAL COMPETENCY

Planning & Financial Management

(PFM/Manajemen Perencanaan dan Keuangan)
COMMERCIAL EXCELLENT
OBJECTIVE

Develop Basic Operational Guideline for Commercial Team to implement & Improve daily
operation basic through Build an effective & efficient Business Process & Ready Infrastructure
COMMERCIAL BUSINESS PROCESS COMMERCIAL INFRASTRUCTURE
PARAMOOR SFA Platform Loyalty Program

BIVI PARAPOS SYSTEM

CUSTOMER ENGAGEMENT
OBJECTIVE
Creating Development plan to increase customer engagement
TOUR STORE’S OWNER STORE GATHERING

BIRTHDAY, WEDDING DAY, ANNIVERSARY, etc

THANK YOU