CORPORACION YANBAL INTERNACIONAL
CORPORACION CORPO RACION YANBAL INTERNACIONAL Contenido 1
HISTORIA ............................................................ ............................................................................................................................... ................................................................... 4
2
MISIÓN Y VISIÓN DE LA EMPRESA ............................................................................. 8 .................................................................................................................................... ........... 8 VISIÓN .......................................................................................................................... ..................................................................................................................................... ................................................................... 8 MISIÓN..................................................................
3
......................................................................................... 8 ORGULLO DE LA EMPRESA ..........................................................................................
4
............................................................................... 8 EL DEPARTAMENTO DE VENTAS ................................................................................
4.1
............................................................... 11 Recursos Humanos del área de ventas ................................................................
4.1.1
CAPACITACIÓN A CARGO DE LA DIRECTORA ..................................... 13
4.1.2
....................................... 13 CAPACITACIÓN A CARGO DE LA EMPRESA ........................................
4.2
............................................................................................................ 15 MARKETING .............................................................................................................
4.2.1
......................................................................... 15 PRODUCTOS / SERVICIOS ..........................................................................
4.3
..................................................................................................................... ...................................................... 16 PRECIO ...............................................................
4.4
....................................................................................................... 16 DISTRIBUCIÓN ........................................................................................................
4.5
............................................................................................ ............................... 17 COMERCIALIZACIÓN .............................................................
4.6
.................................................................................................... 17 COMUNICACIÓN .....................................................................................................
4.7
................................................................................................................. ...................................................... 18 SERVICIO ...........................................................
4.8
.................................................................................................................... 18 IMAGEN .....................................................................................................................
4.9
............................................................................................................... 18 LOGOTIPO ................................................................................................................
4.10 INFORMACIÓN SOBRE LOS CANALES DE COMUNICACIÓN .................... 19 4.11
COMUNICACIÓN INTERNA ........................................................... .......................................................................................... ............................... 19
4.12 DEFINICIÓN DE LOS PUNTOS FUERTES Y DÉBILES. ................................ 19 ................................................................................... 20 4.13 ANÁLISIS DEL MERCADO ....................................................................................
4.13.1
........................................................................................................... .......................................... 20 Demanda .................................................................
4.13.2
................................................................................................................. 21 Oferta ..................................................................................................................
4.14 ESTRATEGIAS QUE APLICA EL AREA DE VENTAS .................................... 21 4.14.1
Estrategias Tipificadas de marketing ............................................................ 21
4.14.2
...................................................................... 22 Estrategia Competitiva (kotler) .......................................................................
4.14.3
.......................................................... 23 Estrategia de asignación de recursos ...........................................................
4.14.4
............................................................................ ...... 24 Estrategias de Crecimiento ......................................................................
GERENCIA DE VENTAS
Página 1
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CORPORACION YANBAL INTERNACIONAL 4.14.5
..................................................... 25 POLITICAS DE MARKETING (MK MIX) ......................................................
4.14.6
.......................................................................................................... 26 PRECIOS ...........................................................................................................
4.14.7
............................................................................................... 27 DISTRIBUCIÓN ................................................................................................
............................................................................................ ............................... 27 4.15 COMERCIALIZACION .............................................................
4.15.1
Dirección y Gestión de la red de ventas ...................................................... 27
4.15.2
........................ 29 Organización, planificación y trabajo de la red de ventas .........................
................................................................................ 29 4.15.3 Argumentario de ventas: ................................................................................. ............................................................................... 29 4.16 .RESULTADOS Y CONTROL ................................................................................ 5
CONCLUSIONES ............................................................. ................................................................................................................... ...................................................... 30
6
BIBLIOGRAFIA ................................................................. ...................................................................................................................... ..................................................... 30
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CORPORACION YANBAL INTERNACIONAL
INTRODUCCION La venta Directa en YANBAL es un estilo de negocio que le permite a las mujeres la posibilidad de combinar los diferentes roles que desempeña hoy en día como son madre, esposa, ama de casa y empleada. La venta directa en YANBAL no pone límites de edad, de formación profesional ni de estatus socio cultural. Está al alcance de cualquier mujer que esté dispuesta a descubrir su potencial para las ventas, lograr su independencia económica y tener su propio negocio, logrando el mismo status, privilegios y recompensas económicas que los grandes empresarios. Y es que en YANBAL encuentro una oportunidad de ser independiente, dirigir el negocio de venta directa desde mi casa y estar con mi familia, a diferencia algunos empleos que por sus exigencias laborales no son posibles de combinar con una vida personal y familiar satisfactoria. .
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CORPORACION YANBAL INTERNACIONAL
1
HISTORIA
GERENCIA DE VENTAS
Página 4
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CORPORACION YANBAL INTERNACIONAL
GERENCIA DE VENTAS
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CORPORACION YANBAL INTERNACIONAL
GERENCIA DE VENTAS
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CORPORACION YANBAL INTERNACIONAL
GERENCIA DE VENTAS
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CORPORACION YANBAL INTERNACIONAL
2
MISIÓN Y VISIÓN DE LA EMPRESA
Nuestra pasión sin límites por alcanzar grandes sueños da vida a los pilares que sostienen nuestro accionar como Corporación:
VISIÓN Ser reconocida como la Corporación Latina de venta directa de productos de belleza más prestigiosa y competitiva, basada en el principio principio de Prosperidad Prosperidad para Todos.
MISIÓN Elevar el nivel de vida de la mujer y de todos los que forman parte de la familia Yanbal International, ofreciéndoles la mejor oportunidad de desarrollo económico, profesional y personal, con el respaldo de productos de belleza de calidad mundial.
3
ORGULLO DE LA EMPRESA Pertenecemos a una Corporación Latina Multinivel, presente en 8 países con gran proyección de crecimiento internacional.
Somos parte de una Corporación íntegra y congruente con la filosofía de prosperidad para todos.
Somos dueños de la conceptualización, diseño, desarrollo y producción de todos nuestros productos.
Contamos con un Catálogo fuera de serie que marca tendencias y tienen un diseño incomparable.
Tenemos el mejor Plan de Compensación que busca maximizar la ganancia siempre: OPORTUNITY.
Somos especialistas en el desarrollo integral de emprendedores Multinivel. Multinivel.
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CORPORACION YANBAL INTERNACIONAL
Una vez más, los resultados demuestran que la belleza está por encima de la crisis. Y es que pese al escenario negativo del 2009 el consumo per cápita de los peruanos en productos cosméticos alcanzó los US$ 36; mientras que hace dos años bordeaba los US$
32,
reveló
el
gerente
general
de
Unique,
Javier
Rusca.
Pero para este año, comentó, las cifras se muestran mucho más alentadoras, ya que se prevé que esta industria crezca alrededor del 10%, considerando la recuperación económica que desde ya se ve reflejada en la mayor generación de empleo y en el crecimiento
del
PBI.
"Esperamos que sigan siendo las categorías de maquillaje y fragancias las que dinamicen
la
demanda",
dijo.
Solo en términos de facturación, indicó, esta industria fluctúa los US$ 1,300 millones aproximadamente, concentrando el canal de venta por catálogo el 58%. Lima aún concentra el 51% de esta demanda, sin embargo provincia vendría ganando protagonismo.
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CORPORACION YANBAL INTERNACIONAL
consultoras invertir en el negocio desde el inicio, porque es más fácil vender e incorporar cuando el cliente ha probado la calidad del producto. A continuación una breve descripción del material promocional que vende la empresa a sus consultoras por precios muy bajos:
Sachets y demostradores de fragancias: son ideales para que los clientes prueben el producto, conozcan los beneficios del mismo y compren.
Paletas: Muestra la gama de colores compactos, rubores, sombras, labiales vigentes para que el cliente conozca realmente el producto.
Porta joyas: Sirve para dar a conocer las diferentes joyas a los clientes, porque la manera más efectiva de vender joyería es exhibiéndola.
Implementos para la sesión de belleza: El espejo, la capa, la balaca y el delantal servirán para llevar a cabo sesiones de belleza con una imagen integral y con los lineamientos corporativos.
Bolsas de entrega al cliente
Medidor de sortija acrílica
Con estas herramientas una consultora puede tener un buen desempeño y puede tener ingresos de las siguientes tres formas: °
Se gana vendiendo: Como Consultora de Belleza atenderá y ofrecerá ofrecerá
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CORPORACION YANBAL INTERNACIONAL
Horas diarias 2 4 6 8
Clientes Venta Diaria Venta Diarios semanal 2 $ 70.000 $ 350 .000 4 $ 140.000 $ 700 .000 6 $ 210.000 $ 8 $ 280.000 $
Venta por campaña $ $ $ $
Ganancia por $ 350 .000 $ 840 .000 $ $
Adicional a estos ingresos por ventas, se obtienen ingresos adicionales por los premios de
las
ofertas de
capitalización (ofertas
especiales
para las consultoras), por los premios por las ventas personales y por las ventas de las incorporadas. °
Se gana incorporando: Convirtiéndose en consultora Estrella 1 gana
desde la primera incorporada el 4% de valor neto de sus ventas, además de ganar por sus ventas personales. °
Se gana Duplicándose: Asciende en la Escalera de Consultora Estrella Enseñando a sus consultoras a vender y a incorporar, convirtiéndolas
en consultoras estrella. Se gana del 0.5% hasta el 3% 3%
neto de las incorporadas que
las
consultoras
traigan
al
negocio.
Mientras más incorporen las consultoras, la red crece y las ganancias también. YANBAL también facilita el inicio del negocio a la nueva consultora de belleza otorgando un crédito para que pueda iniciar su propio negocio. YANBAL asigna un cupo de crédito de acuerdo al monto de ventas y al
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CORPORACION YANBAL INTERNACIONAL
amigas a quienes les comparte el negocio de YANBAL debe iniciar un programa que se llama Consultora Estrella, el cual podrá ganar sobre 4 niveles de consultoras activas que incorpore.
Se califica como Consultora Estrella 1 si al finalizar una campaña tiene una consultora activa de nivel 1 y pasa pedido de precio público de $ 230.000; Si tiene más consultoras activas de nivel 1 podrá ganar 4% sobre el valor recaudado de estos pedidos.
Se califica como Consultora Estrella 2 si al finalizar la campaña tiene 2 consultoras de nivel 1 que califiquen consultora estrella 1 y que pasen pedido acumulando un monto mínimo de $ 230.000 precio publico; Si tiene mas consultoras activas de nivel 1 o nivel 2 podrá ganar 4% y 2% sobre el valor recaudado de estos pedidos.
Se califica como Consultora Estrella 3 si al finalizar la campaña tiene al menos 3 consultoras activas de nivel 1; una debe calificar como consultora estrella de nivel 1 y otra como consultora estrella 2, pasar pedido acumulando un monto mínimo de $ 230.000 precio publico; Si tiene mas
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CORPORACION YANBAL INTERNACIONAL
GRAFICO DE ESCALERA DEL EXITO YANBAL cuenta con un programa de capacitación integral, diseñado para brindar todos los conocimientos necesarios a las consultoras y Directoras, promover el desarrollo de la carrera, ayudar a descubrir y a utilizar toda la capacidad.
Entre los diferentes programas de formación en sus diferentes
niveles tienen:
4.1.1 CAPACITACIÓN A CARGO DE LA DIRECTORA
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CORPORACION YANBAL INTERNACIONAL
una invitación que permite asistir
al primer curso de todo un
programa de capacitación que YANBAL ha diseñado. diseñado. Aprenderá
cómo vender más y más fácil conociendo los productos,
su correcta aplicación y técnicas efectivas de ventas.
Conocerá conceptos básicos para administrar correctamente el negocio.
Al finalizar recibirá una invitación para que se inscriba en el Seminario Profesional Mujer YANBAL.
2. Seminario Profesional Mujer YANBAL: Este seminario es para las mujeres emprendedoras, con grandes deseos de hacer sus sueños realidad y con el firme propósito de progresar y hacer carrera con YANBAL. 3. Conocerán las herramientas para desarrollarse como empresaria, formando un negocio sólido y exitoso, y disfrutando de todos los beneficios que obtendrá obtendrá al formarse como Consultora Consultora Estrella. 4. Taller Profesional: Se conocen las herramientas herramientas para desarrollarse como como empresaria, formando un negocio sólido y exitoso.
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CORPORACION YANBAL INTERNACIONAL
Básico: pedido mínimo ($190.000) hasta $519,999
Zafiro
= pedido contra pedido
= $520,000 a $869,999 =pedido contra pedido Rubí = $870,000 a $1 499,999 = cupo rotativo Esmeralda = $1 500,000 a $2 599,999 = cupo rotativo Nivel 4: Diamante =$2 600,000 o más = cupo rotativo ’
’
’
’
Adicionalmente entre más alto sea el valor del pedido, mayor será el porcentaje de ganancia:
4.2
Pedido entre $195.000 y $ 439.999
= 25% descuento Pedido entre $ 440.000 440.000 y $ 739.999 739.999 =30% descuento Pedido entre $ 740.000 740.000 y $ 1.049.999 1.049.999 = 35% descuento Más de $ 1.050.000 =40% descuento MARKETING
4.2.1 PRODUCTOS / SERVICIOS YANBAL tiene productos para la mujer en todos los momentos de la vida y
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CORPORACION YANBAL INTERNACIONAL
PARA ÉL: Parallel, Oxygen, Ohm, Musk hombre, Solo, Temptation hombre, Arom, Dendur, Arom Sport, Expect.
4.3
KIDS Y BEBES: Petit Pon Pon, Save the planet y Joyas Kids.
PRECIO Respecto a este aspecto no se tiene la información porque la fijación de precios, los costos,
las condiciones
de ventas
y los
márgenes son
fijadas
directamente en la sede administrativa en Bogotá. Para las condiciones de venta se tiene estimado que cada consultora debe pasar como mínimo un pedido de $ 195.000,oo por campaña. campaña. Cada campaña tiene una duración de 4 semanas.
4.4
DISTRIBUCIÓN YANBAL tiene como único canal de ventas las CONSULTORAS DE BELLEZA a través de la venta directa que es la comercialización de productos y servicios directamente a los consumidores por por contacto personal, cara a cara generalmente en sus hogares o en hogares de otros, en sus
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CORPORACION YANBAL INTERNACIONAL
incorporación, el catálogo de ventas, el material promocional, la capacitación y el crédito.
El sistema de venta puerta a puerta no es el fuerte de YANBAL.
Acompañando el producto, las promotoras llevan valor agregado al cliente final basados en principios éticos y morales muy estrictos
La venta por catálogo entregado personalmente por la consultora de belleza al cliente para que éste haga su pedido. La filosofía de venta de YANBAL es no vender productos, sino soluciones para cada uno de los momentos que vive el cliente cada día. Cuando una consultora de belleza de YANBAL se prepara para vender a través del catálogo, ésta se prepara con el material de apoyo (catálogo, agenda, maletín de trabajo, etc.) y prepara su imagen personal (maquillaje, vestuario, joyas, fragancia, etc.) Luego de una conversación agradable con el cliente explora sus necesidades con el fin de identificar qué
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CORPORACION YANBAL INTERNACIONAL
deportistas de actualidad como la Chechi Baena.
4.7
SERVICIO El servicio Personalizado es su gran ventaja competitiva, brindando a los clientes asesoría
personal
a
través
de
las
Sesiones
de
Belleza.
Adicionalmente YANBAL garantiza el 100% de satisfacción a sus clientes en la utilización de todos sus productos.
4.8
IMAGEN Actualmente YANBAL muestra una nueva imagen más “radiante ”, acorde con la personalidad de la mujer de hoy: intensa, vital, llena de energía.
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4.10 INFORMACIÓN SOBRE LOS CANALES DE COMUNICACIÓN Hacia el interior de la empresa los canales de comunicación respecto al área comercial están claramente definidos, adicionalmente las Directoras son el principal canal de comunicación con la empresa cuando una consultora de belleza o un cliente tiene alguna irregularidad con un producto o con una persona de la empresa
4.11 COMUNICACIÓN INTERNA
La Cartilla Momentos: Es una herramienta que permite al cliente identificar inmediatamente los momentos que vive cada día con sus necesidades reales.
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Posibilidad de de consolidación de una red de ventas
Imagen de solidez
Capacitación permanente sobre manejo del negocio y los productos
Se mantiene un plan plan de incentivos muy motivador y alcanzable. alcanzable.
2. Puntos débiles:
Productos de altos costos
Catálogo con pocas novedades en los productos
Respuesta lenta para los requerimientos realizados realizados por la web
4.13 ANÁLISIS DEL MERCADO 4.13.1 Demanda
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Características demográficas: Principalmente mujeres entre 15 y 49 años de edad quienes q uienes compran el 30% de sus productos de belleza a través de marcas de venta directa en el Área Metropolitana.
Características sociales: los productos son utilizados por hombres y mujeres empleados e independientes de estrato socioeconómico 4, 5 y 6, aunque también personas de estratos bajos prefieren comprar productos con calidad.
Motivaciones: La calidad de los productos, la experiencia y trayectoria
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Estrato socio económico 4, 5 y 6 del Área Metropolitana. Metropolitana.
2. Aspecto psicológico:
Según el estilo de vida se tienen identificados los momentos de la vida
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precios a los productos y permanentemente está investigando las necesidades de sus clientes para introducir nuevos productos al mercado. Además permanentemente realiza promociones internas a sus consultoras de belleza be lleza en las cuales se capitalizan comprando productos de YANBAL a bajo costo y vendiéndolo al precio del catálogo a sus clientes y promociones a sus clientes como es compra 2X1, productos de arrastre, etc.
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VENDER, INCORPORAR DUPLICARSE.
Al vender como consultora de belleza se atienden y ofrecen los productos YANBAL a los clientes. Mientras más se vende, más se gana.
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Reforzar el principal factor diferenciador de YANBAL que es la atención personalizada a través través de las sesiones de belleza. belleza.
Estimular la red de ventas con incentivos adicionales a los que ofrece la empresa.
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ACTUAL: “significa que luce siempre en la oficina, en una cena romántica o en una noche de fiesta. Para los momentos en que quieres impactar, siempre sexy, moderna, glamorosa. ”
CASUAL: “Disfrutas cómoda y relajada tus momentos libres, con un libro, una película o en el gimnasio. Compartes con la familia o los
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