Product Launch at Coca-Cola
For this activity we met Ivan Ingelman who works as a Key Account Manager for the groceries department. He gave us an introduction to his daily tasks as well as the core concept of KAM.
This introduction later led to the main focus of the workshop - the issues regarding a new development product. The students were introduced to a product which we’ll be available to see in shelves later this year. Now, we had to figure out the best way to ”sell” this product to the customers (retailers). We were divided into 4 groups who had different customers. Later on we did a presentation of our suggestions to a jury consisting of Key Account Managers from different departments.
The Key account managers gave the us some really great feedback to take with us in the future, especially the importance of pricing and margins.
Sofie Nilsson, Key Account Manager, Coca-Cola's Retail Club