In this exercise you will be assuming the role of an Account Manager working within our Personal Care Appliances category during Amazon Black Friday. You act as a general manager responsible for managing Amazons relationship with your assigned vendor. Your focus is to maintain & improve positive customer experience and to optimize your brands business across buying, marketing, and inventory management in order to drive growth in revenue and profitability. Black Friday is one of the biggest sales weeks of the year for Amazon, it is a 5-day event that starts on Monday and culminates on Black Friday. It is an opportunity to offer Amazon customers door buster deals and drive incremental sales for our vendors.

Instructions

• You need to create a selection of Black Friday promotions for your assigned vendor.

• You have been provided an Excel worksheet with product information that you should use to identify the

  promotions for Black Friday.

• You should be able to give an overview of your plan that includes a selection of the promotions you are planning.

• Please present your plan with the provided Excel sheet. You can add columns to the calculation if needed (e.g. Revenue, Profit)

• You have 30 minutes to work on the exercise, a further 15 minutes to present your plan/selection and another 15 minutes to answer any questions.

  Key Points to Consider

• Your promotions should deliver a total Revenue increase of 50% vs. last year. Last year the revenue was 1.2 million.

• All promotions must run at a minimum profit margin of 10%.

• All promotions are required to run at a minimum of 25% off the average price from the last 90 days.

• Each promotion lasts one day and can run any time on Black Friday Week (Mon-Thurs) or Black Friday itself

  (Fri).

• You can expect to see a 5 x weekly sales uplift for any promotions in Black Friday week and a 10 x uplift on Black Friday itself.

Tips

• Remember your goal as an Account Manager is to drive growth in revenue & profitability and provide the best experience for Amazon customers.

• Consider what additional information you may require to help you better define your Black Friday plans.

• What processes would you simplify on Amazon to increase Customer Experience?

Useful Metrics

Revenue = Average Sales Price x Units --- % Profit = (Revenue - Cost) / Revenue Vendor Cost Price = The normal price that Amazon purchases the product from the vendor. Average Selling Price = The price that is displayed on the Amazon website that customers purchase at (including VAT).

Product Name Product Code Sub-Category Average Customer Review Rating Vendor Cost price Black Friday Cost Price Average Selling Price last 90 Days Average Weekly Sales Units 600 900 1.750 600 1.200 50 750 40 550 Professional Hair Dryer #001 HairCare Platinum Clean Version 6 #002 OralCare Everyday Electric Toothbrush #003 Oral Care Professional Hair Straigheners V2 #004 Hair Care Family Electric Toothbrush Pack #005 OralCare Kids Electric Toothbrush V1 #006 OralCare Professional Hair Straigheners V1 #007 Hair Care Platinum Clean Version 7 (Bluetooth) #008 OralCare Professional Curling Tongs #009 Hair Care Deluxe Hair Dryer #010 HairCare Kids Electric Toothbrush V2 #011 OralCare Deluxe Hair Straighteners #012 Hair Care Styling Kit (10 Piece) #013 Hair Care Styling Kit (5 Piece) #014 HairCare Travel Hair Dryer #015 HairCare Everyday Electric Toothbrush + 4 extra heads #016 OralCare Travel Hair Straighteners #017 Hair Care Basics Straighteners #018 Hair Care Basics Hair Dryer #019 HairCare Carrying Case #020 Hair Care Deluxe Curling Tongs #021 Hair Care Travel Electric Toothbrush & Case #022 OralCare *One off cost price provided by the vendor to run promotions for Black Friday 3,9 3,6 4,6 4,2 4,0 2,5 2,9 4,8 4,4 4,1 3,8 3,6 4,5 3,5 3,1 4,7 4,2 3,5 4 2,2 3 4,8 70,54 64,08 49,30 91,70 39,85 24,50 73,00 79,09 41,45 159,89 24,79 211,85 20,72 22,68 56,03 48,65 72,82 35,25 14,89 16,20 67,63 22,31 40,80 39,60 28,00 62,74 25,71 22,80 57,70 46,71 31,33 134,65 18,67 149,79 14,75 17,98 47,53 26,63 46,06 26,42 10,24 13,48 46,20 16,81 78,99 55,99 46,99 99,99 39,99 27,99 89,99 89,99 39,99 199,99 29,99 249,99 24,99 20,99 69,99 55,99 62,99 46,99 26,99 17,99 74,99 29,99 250 650 80 60 250 40 120 180 100 800 250 100 680 Product Name Product Code Sub-Category Average Customer Review Rating Vendor Cost price Black Friday Cost Price Average Selling Price last 90 Days Average Weekly Sales Units 600 900 1.750 600 1.200 50 750 40 550 Professional Hair Dryer #001 HairCare Platinum Clean Version 6 #002 OralCare Everyday Electric Toothbrush #003 Oral Care Professional Hair Straigheners V2 #004 Hair Care Family Electric Toothbrush Pack #005 OralCare Kids Electric Toothbrush V1 #006 OralCare Professional Hair Straigheners V1 #007 Hair Care Platinum Clean Version 7 (Bluetooth) #008 OralCare Professional Curling Tongs #009 Hair Care Deluxe Hair Dryer #010 HairCare Kids Electric Toothbrush V2 #011 OralCare Deluxe Hair Straighteners #012 Hair Care Styling Kit (10 Piece) #013 Hair Care Styling Kit (5 Piece) #014 HairCare Travel Hair Dryer #015 HairCare Everyday Electric Toothbrush + 4 extra heads #016 OralCare Travel Hair Straighteners #017 Hair Care Basics Straighteners #018 Hair Care Basics Hair Dryer #019 HairCare Carrying Case #020 Hair Care Deluxe Curling Tongs #021 Hair Care Travel Electric Toothbrush & Case #022 OralCare *One off cost price provided by the vendor to run promotions for Black Friday 3,9 3,6 4,6 4,2 4,0 2,5 2,9 4,8 4,4 4,1 3,8 3,6 4,5 3,5 3,1 4,7 4,2 3,5 4 2,2 3 4,8 70,54 64,08 49,30 91,70 39,85 24,50 73,00 79,09 41,45 159,89 24,79 211,85 20,72 22,68 56,03 48,65 72,82 35,25 14,89 16,20 67,63 22,31 40,80 39,60 28,00 62,74 25,71 22,80 57,70 46,71 31,33 134,65 18,67 149,79 14,75 17,98 47,53 26,63 46,06 26,42 10,24 13,48 46,20 16,81 78,99 55,99 46,99 99,99 39,99 27,99 89,99 89,99 39,99 199,99 29,99 249,99 24,99 20,99 69,99 55,99 62,99 46,99 26,99 17,99 74,99 29,99 250 650 80 60 250 40 120 180 100 800 250 100 680