van leer review
TRANSCRIPT
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Van Leer Packaging Worldwide:The TOTAL Account
Prof. Sumitro Banerjee
Introduction to MarketingMBA
Berlin, 14 March 2013
Session 15-16: Customer First (Key Account Management)
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Key Learning
Going Beyond Building relationships means more thanproviding good products and good service
How can I really help/add value to my customers business?
To do this you need to understand your customer and the challenges that s/he
faces
It often means going beyond the strict definition of yourbusiness: an oil-drum supplier
The challenge faced by Laveissiere was to implementcentralized purchasing within TOTAL
Was Van Leer in a position to assist in this regard?
Every situation is different. It is not always organizational re-
engineering.
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Key Learning
Time is Everything
Use it and capitalize!
The Negotiation is more than a means to an end, its the one
time the customer is willing to spend time with you
The client is willing to spend time with you!
Being an incumbent is a HUGE ADVANTAGE.
The relationship temperature chart (make sure the right relationships are beingcreated)
Organise all communication so that personal relationship develop across the
organizations
How to do this?
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Key Learning Building Relationships
Mr. Ten Cate effectively let the process
happen including all contacts (telephone calls,meetings, memos, and letters).* The resultwas clearly sub-optimal.
*Today this list would include e-mails.
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Key Learning Bui lding Relationships
Mr. Ten Cate needs to manage the process tomake sure that the right relationships arebeing built between TOTAL and Van Leer
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Key Learning
Anticipation
With the rightinformation, a supplier
can be pro-active.
Make an offer with uniform pricing across all regions toassist TOTAL with its reorganization
Make an offer with uniform pricing across all regions toassist TOTAL with its reorganization
Being pro-activeinvolves tangible actions
Discuss foreign cooperation with TOTAL in the Far East(De Miguel)
Not expensive but effective because it is credible
Discuss foreign cooperation with TOTAL in the Far East(De Miguel)
Not expensive but effective because it is credible
Being pro-activeinvolves intangible
actions
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Thank you!
Sumitro Banerjee
Associate Professor and theFerrero Chair in [email protected]
+49 (0) 30 21231-1520
ESMTEuropean School of Managementand Technology
Schlossplatz 110178 Berlin
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