The RME is responsible for the Client Business Plan with two main objectives :
– How to make Nestlé win in the chain
– How to win the brand in the category
The RME defines the commercial strategy for the category in the brand:
• Customer Business Plan (CBP) / Business Plan Enseigne
• Commercial policy of the category with the brand
He shares category expertise with clients and recommends personalized action plans:
• It adapts the category discourse for the distributor (marketing, purchases, promotions, merch, e-commerce, etc.).
• He negotiates the action plan with his interlocutors at the client’s premises (marketing; leader; member, etc.) through Market Reviews; Innovation reviews; Assortment and merchandising recommendations.
• It develops partnership and / or Category Management projects (categorical projects, shopper and e-shopper approaches).
• He is responsible for monitoring the business plans implemented in his banners.
Promotions :
• It participates in the development and recommends the promotional policy for its brands.
• He is responsible for forecasting sales, managing promotional budgets and evaluating promotions for his brands.
Merchandising :
• It develops the central merch plan by brand and the optimized merch plan for the largest strata.
Communication :
• It communicates assortment changes to flows and customer service.
• It provides the sales force teams with information related to the implementation of actions in its banners.
• It contributes to the distributor’s network. He sets up a customer watch & competition activity.
The senior RME negotiates the business plan and, by delegation from the Customer Director, the pricing conditions for one or more banners. As such, he becomes the privileged contact with the customer for the purchasing and / or promotion contacts of the brands concerned.
– .
