Page 97 - brand_book_donna_italia

03 MARKETING & SALES 1. USPs & General Marketing & Sales Commandments 71 // 98

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

03/2 DISTRIBUTION CHANNELS - CUSTOMER

DEFINITIONS AND CHARACTERISTICS

Do’s Don’ts

STAGE 1 STAGE 3 1. Speak arrogantly - Focus on the
• Meet caterer’s commercial dept. to • Matchmaking - Plan the right solution operational excellence that DI’s solution

OFFICE reach agreement on pricing, quanitity for your customer (number of ovens offers the segment.
necessary, DI supervisor).
and terms

CATERERS & • Pilots are very common in this • Set up and escort the initial service 2. Dress Inappropriately - Come to the
meeting dressed appropriately; you

BANQUETING segment, therefore price yourself closely to guarantee high quality represent the company!

wisely and be alert that negotiations performance and satisfaction.

may follow. 3. Forget to prepare – Find out how many

• Placement - Take photo, visit the venue people will attend and bring enough

• Presentation to caterer’s management, at last once a month & record the visit. pizza.

culinary advisors, chefs and/or account

managers might be required more than 4. Oversell - Build the business

once. organically. Learn and grow the

account.

STAGE 2

• After an agreement is reached with the

service provider, DI will be expected to
present to decision making personnel

of the end customer, e.g. HR manager,

banquet officer, operational officer.

• Final customer may require a short

service in the main dining area

by DI personnel in order to audit

performance and confirm the deal.