Page 93 - brand_book_donna_italia

03 MARKETING & SALES 1. USPs & General Marketing & Sales Commandments 67 // 98

2. Distribution Channels (Segments)
3.KPI’s

03/2 DISTRIBUTION CHANNELS - CUSTOMER

DEFINITIONS AND CHARACTERISTICS

Segment USP’s Do’s

• No depreciation of goods. 1. Who to pitch? Give the initial 7. Try to AVOID - selling pizza by the slice
presentation to the venue manager or

NATIONAL PARKS • Space saving solution that can fit the purchasing manager of the operating 8. Create brand awareness - Roll ups,
signage etc…
company.
smallest POS.
& LANDMARKS • Consistent dish quality & Baking 2. Benchmark - Be aware of the existing

process- The best product that will be products offered in the segment -

offered on the MENU! understand the SUPPLY CHAIN and

product portfolio.

• No need for professional personnel. Don’ts

3. Logistic capablility - Confirm the

• Fast solution that can meet rush hours/ customer has the ability to store the 1. Brag - Focus on the solution offered,

peak service/large groups. product adequately. “My solution is better.”

• Custom Made dish available - add your 4. Matchmaking - Define the right solution 2. Dress inappropriately - Come to the

toppings and invent your own pizza - for the outlet: number of ovens, type meeting dressed appropriately as a

therefore UPSELL! of ovens. Allocate the right location representative of our company.

to place the oven and kindly offer
• Scalability - Our business model can alternative placements accordingly. 3. Come unprepared – Find out how many

suit 1 or more outlets. people will be at the meeting and bring

5. Professional Training - enough pizza.

The baking instructor completes

the “Selling Cycle” by making sure 4. Compromise on the the MOQ drop for

the kitchen promotes the product. National Parks & Landmarks - they can

Due to the large number of part handle it.

time employees, the frequency of

professional visits must be high 5. Oversell - Build the business

(minimum on a weekly basis). organically - learn & grow the account.

6. POS - make sure that the pizza is

publicized on the actual menu, insert,

leaflet or tent card. No visual = no sales!