Key Account Management Strategy In ROCHE Vitamin Marketing

The challenge of global drastic competition has led many corporations to focus on reducing costs via organizational downsizing, flattening, and reengineering. Key account management (KAM) is one of reengineered business strategy to reduce costs and increase profitability by solidifying customer loyalty. KAM brings together information about customers and market trends from employees of sales, customer support, and marketing to make quick decisions on selling opportunities to target marketing.Key accounts(KA) are the firm's very important customers of sales revenues to support its investment and cost structures. Driven by 80/20 rule -about 80% of revenues come from 20% of customers - these customers must be treated differently from common customer. It's a strategy to learn more about KA's needs and behaviors in order to develop stronger relationships with them.Managing key accounts is a complex and difficult work, however, a successful KAM can enable firms to service their KA more appropriately by offering many value-added services to enhance their current and future revenue streams, it will ensure continued profitability, organizational survival and growth.Vitamin business ever was regarded as a rising-sun industry, which has entered into the condition of over-offering after a long duration of rapid development, in which the products have so less difference that the industry competition being very intense. As a leader, Roche is facing more and more difficulties and challenges.On the basis of studying a number of latest marketing theories from both domestic and abroad, the writer has made an objective valuation on the total competition environment, characteristics of market and marketing of vitamin industry, it's clear that the strategy of marketing has been the heart of the matter that restrains the development of vitamin enterprises. After studying Relationship of Marketing andDatabase Marketing furthermore, the writer has made a program for Roche Vitamin to use KAM and the method & advantages of eKAM based on his years experience in KAM. The author is striving to provide the marketing of vitamin enterprises with a systemic and operative KAM strategy.