ww training summit sandisk headquarters 2009 pdf

Region

Presenter(Andean region Manager Eng:Baxter Herrera Garcia)

June 2009

Milpitas, CA

SanDisk Confidential 2

Organization Structure:

• Colombian SanDisk project organization chart

Andean Sales Manager Baxter Herrera Garcia

Product specialist Juan Manuel Villate

Product Specialist Mauricio Uribe

SanDisk Confidential

How do you accomplish what you do?

• I used to accomplish with me as a sales lead trainer manager, with formal trainings in a average of 15 to 17 per month plus the four product specialists with informal trainings

• In Bogotá Colombia.

• In Caracas Venezuela.

• In Quito Ecuador.

• In Lima Peru.


Where do you have people?

• I have four product Specialists assigned to the project with me In Bogota – Colombia.

• I have 2 product Specialists assigned to the project

• With me In Caracas Venezuela.

• I have 1 product Specialist assigned to the project

• With me in Quito ecuador.

• I have 2 product Specialists assigned to the project

• With me in Lima Peru.


How does this line up to SanDisk’s

strategic Sales need?

• This strategy lines up with the SanDisk needs, in

order that if there are a more trainings, in the distributors and PDVS

In Bogota Colombia.

• The sales people will get trained well and the increase in the sales volume in those retail stores already trained according with the strategies of the program.


Field Conditions

How do we look?

• In this moment, after almost the period of 2008/2009 working in the San Disk program and given 54 formal trainings performed, I could say that the Brand name image of San Disk improve a lot of in the knowledge into the most important, retail stores of Colombia and be more strength into the consumer public the change has been seen improve of 100% of the brand name into the consumers.


What are salespeople saying/thinking

about our products and our brand?

• In my personal experience and the experience of the product

specialists it has been improve after the trainings that already performed with the most important Distributors of SanDisk products and the most important retail stores of the country like Panamericana is chain store of about 28 big stores located in Bogotá and the interior of the country, in addition Other important retail stores like Ktronix and Alkosto with a 15 stores that included a 6 Hyper Markets the personal impression about the Brand name after the trainings they didn’t know that SanDisk is the best memory flash products around the world and right know they can realize how is important the quality of the products and the best features of each products in the different lines of them.

• After the trainings, I made up a survey about the opinion of the Brand name and part of the answers were that they consider a excellent product and excellent sales arguments for the final customers.


Are there any trends you’re seeing in your

region that we need to highlight for senior management (ie.

aggressive merchandising & promotion from a competitor)?

• One of the trends, which I had seen here in

Colombia, is the aggressive Kingston competitor campaign, with the low prices in comparison with SanDisk products in this moment, plus that Kingston put it in sales promoters in the most important retail stores in the country.

• I think that SandDisk must be work toward to put it in Sandisk promoters in order to increase the sales volume. And reduce the prices in order to be more competitive and fight the black market.


Do you have a key relationship in your region that really shows how SanDisk and a retailer can be partner?

• Yes I do with a Polux distributor is the most important Sandisk distributor here in Colombia.


Maybe you’ve had success partnering with a distributor to support key programs or initiatives. Are you having success working with a key agency (PR, channel marketing, etc.) to make

1+1 = 3?

• In this moment yes, but I consider that we can do it a excellent work with Polux in the part of the trainings and POP material distribution we made a good alliance until this moment.


What is the opinion of field sales in your region about the effectiveness of training?

• The opinion about the effectiveness of the training is 100% excellent coming from the the two most important distributors plus the most important retail stores and PDVS from Panamericana, Al Kosto,Ktronix and the different pdvs of the technology mall CAT and Unilago.


What is the opinion of field sales in your region about the effectiveness of training?

In this Chart supply by major distributor Polux you can see after the program begin the increase Of the Sales Volume goes higher in November and keep steady during the rest of the months


Success

• What programs have you executed in your regions that define what “good” looks like? Please share so that all can see the benefits of your hard work and teamwork. Also include the metrics you put in place to define why these programs were considered a success..

• The programs, that we had been executed during the 11 months of the project • Were successful, because in my personal daily tasks I had been concentrated • Toward to give formal, trainings in different retails stores like Panamericana,al

Kosto Ktronix and Exito and the most important technology malls of Bogota like CAT and Unilago part of this hard work performed were with retail store Panamericana that have a 28 stores and part of them 22 stores were located in Bogota. In my case I was focus on store by store and the results with each store manager and the technology coordinator plus sales personnel were successful for SanDisk training program

• The metrics to evaluate the program were 100%.


Challenges

• Please present these with proposed solutions. Some that I can

think of are proposed programs to combat competitor actions in your regions, branding issues (ie. BU execution vs. corporate), resources/funding, assets (literature, collateral, etc.). Feel free to present all that you feel are important.

• I think the proposed solutions are:

• To establish Sandisk promoters in the most important retail stores here in Colombia: Panamericana, Ktronix, Al Kosto, Carrefour

• To establish a promotions with excellent prices against the competitor Kingston,Lexar,Imation.


Challenges

• Other branding features are for example the sales supports catalogs to the sales personnel help in order to follow up the measures of the products in the mobile line mostly.

• To establish a support for sponsored Sandisk cabinets in the different retail stores to impulse the Brand name in order to have excellent results in the final sales for the final consumer.

• To establish a marketing policy to support events through marketing agencies with radio and TV and newspapers publicity.

• To make Sandisk demo days in the most important retailers stores like used to be until this time in Colombia.


Challenges

• To sponsored a raffles to the final customers to

impulse the Sandisk Brand name.

• To stablish alliances with a music companies to include a pre-recorded music in the mobile memories and USB memories like competitor Kingston actually is doing.

• Other important support will be to distribute t shirts with a logo of SanDisk to the different sales promoters in the PDVS.


Opportunities How can

SanDisk Corporate Marketing help support your efforts to tell our brand story in the field?

• 1) I think the best way to support the corporate marketing of Sandisk is to sponsored and support with a different activities like trainings not only in the major cities of the countries they must support with a training in the interior of the most important cities of Colombia.

• 2) To support with excellent material POP in order to impulse the SanDisk Brand name around the different retail stores.


Resume of the trainings performed during the Sandisk program during 2008/2009 Colombia

• Photos of the trainings performed in Panamericana Head Quarters Colombia


Trainings performed in the technology mall

Cat with the sponsoring of Polux distributor about 80 persons


Trainings performed in the interior of the country


Trainings performed in the Polux distributor Offices


Trainings performed in the cellstar distributor to sales personnel


Trainings performed in different Panamericanas Bogota


Trainings performed in the technology mall Cat to Caztor group


Trainings performed in the technology mall Cat to DVD Fair LTDA

Videos about the Training Performance

Video 1

Video 2

Video 3

ww training summit sandisk headquarters 2009 pdf

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