The document discusses Star company's sales and account management model in Italy. Star has a turnover of 250 million euros and competes in an overall market of 2.5 billion euros. It has a complex business with many categories and stock-keeping units. Star's main competitors are large multinational companies like Unilever and Nestle as well as local brands. The Italian retail market is fragmented with many buying groups and retailers. Star's key customers account for 75% of its turnover. It manages these customers through a matrix structure with both national account managers and regional teams.

1. MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” OUR SALES MODEL (TEMPLATE)

2. MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” OUR MARKET IN FIGURES € 2.5 Billion Total Market where Star competes:

3. MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” OUR COMPANY IN FIGURES Turnover Star (sell-out): 250 Mio €

4. OUR COMPANY IN FIGURES MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” High complexity: many categories (8) and many sku’s (120) Sku’s weight N° Sku’s

5. MOST RELEVANT MARKET COMPETITORS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Competition in Star markets is fragmented in a lot of brands, both multinational companies (Unilever, Nestlè) and big or small local ones. Star is usually in the first three positions in the market and the direct competitors is Unilever with a similar portfolio. PL are particularly strong in commodities but less in value markets.

7. PRIVATE LABEL IN ITALY MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” PL Market Share : 16,1% Growth rate + 7% Increasing Promotional Activities Source Iri June 2010 PL Market share LCC (H+S+LSP) Promo pressure

8. PRIVATE LABEL IN ITALY MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Overall PL Market Share: 16,1

9. ITALIAN TRADE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” “ Italy is long and narrow” % Weighted Numerical

10. ITALIAN TRADE MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Centrale Italiana 22,9 SICON 17,6 CSA 13.3 ESD 8,5 Esse lunga 8,2 Finiper Sisa /Coralis 7,8 Coop 15,4% (HQ + 12 DP) Despar 4,2% (14 DP) Sigma 2,6% (17 DP) Gigante 0,7% (1 DP) Auchan 9,7% (HQ + 16 DP) Crai 1,9% (HQ + 28 DP) SUN 1,5% (5 DP) AZ Ingros 0,2% (1 DP) Conad 11,5% (HQ + 14 DP) Interdis 4,2% (30 DP) Rewe 1,8% (3 DP) Carrefour 9,5% (HQ + 3 DP) Finiper 3,0% (2 DP) Agorà 1,8% (HQ + 4 DP) Cedi Gros 0,5% (1 DP) Alfi 0,3% (1 DP) Others 0,5% (5 DP) Selex 8,5% (HQ + 19 DP) Esse lunga 8,2% (1 DP) Sisa 3,5% (HQ + 6 DP) Coralis 0,9% (35 DP) Customer Weight (I+S+S) Auchan 11,8 Pam 3,2 Bennet 2,2

11. OUR KEY CUSTOMERS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” 75% More than 170 decision points to make 75% of Turnover

12. OUR KEY CUSTOMERS MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Nr Sales Force Buyer / Category Buyer x Sales Person Visit x month PoS Buying Group 9 18 2 9 0,5 (6 times x year) 21 72 3 24 2 214 390 22 + 3 17,7 1 / 2 * 985 985 22 + 9 31,7 1 / 2 (Smkt) 4 (Hyper) **

13. Retail Sales Structure MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Sales Director Trade Mktg Field Sales Manager Customer MGR Customer MGR 3 Category Mgr Sell Out Manager 2 A.M.Grocery Channel 2 A.M. Normal Trade 2 N.A.M. 1 N.A.M. Key accounts Agents Sales Promoters

14. OUR GROWTH SALES MODEL MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Retail Sales Structure HeadQuarter Customer MGR D. Biella Nam M. Acunto Carrefour Group (C.S.A) Coop ( Centrale Italiana) Dico Discount Nam M. Valsecchi Conad ( Sicon) Finiper Rewe Group ( Penny-Billa) Other Buying Groups Customer MGR D. Rainieri Esselunga Lidl Nam G. D’ Avenia Auchan Group Pam Metro

15. OUR GROWTH SALES MODEL MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” Retail Sales Structure Field Field Sales Manager (Field) Area Manager North Italy Area Manager South Italy key accounts (11) key accounts (8) Area Manager N. Trade Nortth Area Manager N. Trade South Agents Agents

18. WE ARE LIKE… MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” EFFICENT IN MANAGING…MULTILEVEL COMPLEXITY MULTI-CATEGORIES MULTI-REGIONAL MULTI-CUSTOMERS BILLA

19. WE ARE LIKE… MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” BUT ALSO…..SINGLE EXTERNAL RELATIONS Sales Force STAR CUSTOMER

20. WE ARE LIKE… MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” AND…MULTI- NATIONAL SALES FORCE

21. WE WOULD LIKE TO BE… MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” MULTI FUNCTIONAL TEAM TO BUILD PARTNERSHIP WITH TOP CUSTOMERS Sales Force Logistic Marketing CS F&A STAR CUSTOMER

22. WE ARE LIKE… MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES” AND…MULTI- NATIONAL SALES FORCE

23. OUR GROWTH SALES MODEL Try to draw a process diagram of your Sales Model. Point out your strengths and weaknesses and make sure you are sharing the “secrets” of your success in future business development MILAN JUNE 2010 - CROSS FERTILIZATION INTERNATIONAL LAB “ SPOTTING & SHARING KEY ACCOUNT MANAGEMENT BEST IDEAS & PRACTICES”