罗兰贝格蓝带啤酒业务通过伙伴分类管理获得利润增长PPT.ppt

PPT课件学习 RolandBerger PartnerGmbH InternationalManagementConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest BuenosAires Delhi Detroit D sseldorf Frankfurt Hamburg Kiev KualaLumpur LisbonLondon Madrid Milan Moscow Munich NewYork Paris Prague Riga Rome S oPaulo Shanghai Stuttgart Tokyo Vienna Zurich ProfitablegrowththroughpartnershipinCategoryManagement SpeechheldbyMunich November19th 1999 PPT课件学习 ContentPage A BackgroundinformationaboutSafeway Scottish CourageandtheUKbeermarketB Whatwereourmarketobjectives C Whatdidwedotogethertoreachourtargets D Whatareourkeylearnings E Whatareournextsteps PPT课件学习 A BackgroundinformationaboutSafeway ScottishCourageandtheUKbeermarket PPT课件学习 SafewayisoneofthemajorsupermarketsintheUK Turnover 8 10bnProfit 357mStores 490AverageSize 21 000sqftAverageweeklycustomercount 6million PPT课件学习 ThegrocerymarketintheUKishighlyconcentratedwiththetop5playersaccountingfornearly70 Market Share YeartoSept 1999 21 2 17 6 12 9 9 2 8 3 Share PPT课件学习 DUMMY Safewayrelativepositiononbeerisnowstrong PPT课件学习 DUMMY CorporateStructure PPT课件学习 DUMMY Keyfacts PPT课件学习 DUMMY Splitofchannels Keybrands PPT课件学习 Thetotalbrandportfolioislarge butconcentratedinthehandsofafewowners Ownlabel8 9 ScottishCourage22 4 Bass16 5 CarlsbergTetley9 0 Guinness5 2 Other18 2 Whitbread19 8 Source NielsenRetailAudit ACNielsen Marketshare multiplegrocers Top5Brand ssharebymarket Detergents InstantCoffee CatFood Tea Butter spread Yogurts SnackProducts Cereals Beer 73 70 64 52 46 42 35 33 17 PPT课件学习 DUMMY Long termon offtradeforecast PPT课件学习 Thoughgrowingrapidly Britain stakehomeshareislessthanhalfofothercountries Takehomebeerasapercentageoftotalbeersales USA 70 Germany 65 France 61 UK 29 Source Canadean1998 PPT课件学习 DUMMY Long termoftradeshareofbeer PPT课件学习 DUMMY MaindifferencesbetweenGermanyandUK PPT课件学习 WithintheTakeHomesectorofflicensesarestillasignificantchannel Multiplegrocersshareofthebeerchannelhasshownnolongtermgrowthsince1995MultiplespecialistsaredefendingtheirbusinessbaseasseeninrecentmergeractivityUnderstandingcustomermotivationsbychannelandstoretypewillbevitalinorderformultiplegrocerstosuccessfullystealmarketshareinfuture Marketsituation valuesharebychannel 93 94 95 96 97 MultipleGrocers Co op MultipleSpecialists Independents Source ACNielsen Dec97 44 0 5 3 21 7 29 0 48 1 5 3 21 3 25 9 48 2 5 3 21 2 26 0 48 2 5 3 21 5 26 3 48 6 5 3 21 2 25 6 PPT课件学习 B Whatwereourmarketobjectives PPT课件学习 DUMMY TheBeerCategoryManagementProjectwaspartofSafewayswiderCategoryManagementinitiative PPT课件学习 Safewaywantedtoimproveitsweakpositioninthemarket ShareinBeerIndexedonPackagedGroceriesShare BDI 13 14 6 6 19 21 6 6 7 11 Sainsbury Safeway Somerfield Asda Tesco 52w eMay0497 52w eMay0398 Source AGBLiqu rpanelMay1998 PPT课件学习 Premiumbottleswereidentifiedasthemainopportunity Indexedtop5lagersharevs groceryshare Tesco Sainsbury Asda Somerfield Safeway Totallager 66 Source AGB Stubbies 15 PremiumBottles 9 PremiumCans 14 6 14 21 6 12 6 14 20 58 17 21 21 18 24 17 10 14 32 8 40 Mostimportantlevertoimproveprofitability PPT课件学习 DUMMY Selectingasupplierto withannewCategoryManagementProjectwas PPT课件学习 DUMMY Threesupplieswerecharacterizedtobe PPT课件学习 DUMMY Scottishcouragewaschosenbasedonanumberofclearfacts PPT课件学习 DUMMY Resultsandrelationships PPT课件学习 DUMMY Cancatmangrowthecake PPT课件学习 C Whatdidwedotogethertoreachourtargets PPT课件学习 DUMMY Safeway ScottishCourageBrandsCategoryManagementTeam PPT课件学习 DUMMY PPT课件学习 Consumerunderstandinghashelpeduscometoanagreementonthecategorydefinition Lager Ale Stout Cider Alcopops Wines Spirits SoftDrinks NARROW BROAD Scopeofproject Categorydefinition PPT课件学习 Wehaveidentifiedthekeysegmentsintheconsumerdecisiontree Category Sub category Subsegment DraughtBitter 11 Bitter 12 RealAleBottles 6 Standardlager 19 Super strengthlager 2 Stubbies 15 No lowalcohol 0 Valuelager 4 Premiumlager 26 StandardDraughtBitter 8 PremiumDraughtBitter 3 Icelager 3 Premiumcannedlager 14 Premiumbottledlager 9 Bitter Ale 29 1 Stout 5 Lager 66 Beer Segments 1 Safewayturnoverforthesegmentasa oftotalbeer ForecastValueofBeercategoryinSafeway 152m PPT课件学习 Mainchangesinourviewofthecategory Weaddedadditionalsegmentssuchasdraftbitter stubbiesandicelagerWemovedfromanindustry ledtoaconsumer drivendefinitionNotthealcoholcontent butmorethedrinkingoccasionwasconsideredWechangedthedescriptionofoursegmentstothecustomer slanguage PPT课件学习 Wedecidedtomakebeersa preferredcategory EvidencefromquantitativeCross categoryanalysis Evidencefromqualitativeanalysis CategoryRolePREFFERED 1 Mediumtohighmarketgrowth2 Middletolowtargetconsumerpenetration3 Hightotalspend4 HighcashprofitwithinSafeway 1 Lowtake homeshareofferslong termopportunities2 Safeway srelativepositionstillweak3 Largebrewerscansupportbeersasapreferredcategory PPT课件学习 DUMMY Categoryassessmentshowsan 47moppor tunityinbeerbyattainingfairshare PPT课件学习 Themainissuesidentifiedthebasisforthetacticaldecisions Issue Penetration Weightofpurchase Increaseloyalty Driveprofitability Action TrafficbuildingpromotionalactivitiesIncreasevisibilityoftheaisleMultisitingforsecondaryshoppers FocusonlagerpacksTradeshoppersfromstandardtopremiumproductsLong termactivitiestomakepurchasinglargerpackseasier CombatthespecialiststhroughchilledbeerPromotionalmechanicstoreducetheneedfortop uppurchases TradeshoppersfromstandardtopremiumandfromsmalltolargepacksIncreasepriceonRealAles PPT课件学习 spendfrom16 44 s Safewayisinanidealpositiontotakeadvantageofthegrowingpremiumlagersector Downmarket young Downmarket old spendfromABC1s Upmarket old Valuelager Cider Premiumicelager Premiumbottledlager Superstrengthlager Stout StandardWidgetale Bottledale Asda Sainsbury Premiumwidget Stubbies Source AGBSuperpanel 52w e4thMay1998 Standardlager Somer field Upmarket young Tesco Safeway Premiumcannedlager TotalBeer PPT课件学习 5 PremiumlagerwasidentifiedasthebiggestopportunityforSafeway MarketshareGapQuadrant Marketshare Marketgrowth Standard Cheap Superstrength Premium Stubbies Top5fairShare 15 1 10 20 15 PPT课件学习 TheaimwastogainFairShareby2000 Conclusion CategoryPerformancesMeasures Customer Forecast1998 99 Objective1999 00 Objective2000 01 LoyaltyClosurerateAverageweightofpurchase 46 17 7 49 77 7 52 87 7 5 47 5 74 6 03 Financial Forecast1998 99 Objective1999 00 Objective2000 01 Salesgrowth LFL 114 116 115 Market Forecast1998 99 Objective1999 00 Objective2000 01 Marketshare Top5Indexedsharevs bestoftop5 88 94 100 13 3 14 2 15 1 In storeout of stockAveragedepotstockcover days 13 0 9 0 4 4 23 1 16 8 14 0 Productivity Forecast1998 99 Objective1999 00 Objective2000 01 PPT课件学习 DUMMY Explanationofmarketingstrategies PPT课件学习 Wehaveassignedallthesectorsandproductstodistinctmarketingstrategies Example TransactionBuilding Products Maintacticaldirections Lager Bitter Ale Stout StandardstubbiesStandardlagerexceptTop3brandsPremiumbottledlager6 packsPremiumcans StandarddraughtbitterexceptTop2brandsPremiumdraughtbitter8 packsBitterexcepttopbrands AllocatemorespacetolargerpacksizesReplace4packwith6pack withearlyincentives FeaturePOSonlargepacksizesImprovedtrolleydesigntoaidtransportoflargepacksBarcodedcouponsonlargestpacks PPT课件学习 DUMMY Overviewfacticalareas PPT课件学习 Mainchangesinourrange Onlager wereducedregionallyfrom11TUregionto2therebyreducingcomplexity Weincreasedthenumberoflargemulti packstoincreasetransactionsize Weintroducedmorefrequentchangesonrealale WemaintainedthebranddifferencesbetweenScotland EnglandandWales PPT课件学习 Majorchangesonpricing Weincreasedtheaveragepriceofhigh loyaltybrands esp realale Wematchedcompetitiononprice sensitivebrands esp standardlagerandbitter Sincetheproject thecategoryhassuffereddeflation despitethetaxincreases Index EDLPenvironment whichforcesustoupdatecontinuously PPT课件学习 Majorchangesonmerchandising Flowchangedrecordingtoconsumerdecisiontree Brandblocking Morespacetopremiumandmulti packs Niche gondolahotspots Introductionofchillers PPT课件学习 DUMMY Photosofbefore after Photosofchiller PPT课件学习 Majorchangesonpricing Wedecidedtotrypromotionmechanicsinordertoincreaseweightofpurchase Duetofundamentalchangesinthemarket e g emergenceofWalMart beerisusedasastoretrafficbuilder PPT课件学习 Categoryimplementationapproach Wetestedthenewplaninfourstores 2inEngland 2inScotland Trialstoresoutperformedcontrolstoresby3 inturnoverand6 inprofitWesuccessfullytradedpeopleintomorepremiumlagersWeincreasedbothpenetrationandaveragespendincomparisontovs controlstoresPremiumlagerwasmostsuccessfulofallsegments 20 abovecontrolstores whichwasinlinewithourtargets PPT课件学习 D Whatareourkeylearnings PPT课件学习 TheBeerCategoryManagementprojecthadanumberofkeysuccesses 1 Creationofabusinessplanandtrialinarecordbreaking4months2 SafewayandScotish Courageworkingtogetherasasingleteam3 Radicalchangeintrialstoresachievedthrough BustingBarriers 4 IdentificationofKeyactivitiestotakefromtrialintorollout PPT课件学习 Ourworktogetherhasidentifiedanumberofthings 1 Do Don t Haveaclearobjectiveforthe