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课件.ppt

MUC-0203-92299-02-01,RolandBerger&PartnerGmbHInternationalManagementConsultantsBarcelonaBeijingBerlinBrusselsBucharestBudapestBuenosAiresDelhiDetroitDsseldorfFrankfurtHamburgKievKualaLumpurLisbonLondonMadridMilanMoscowMunichNewYorkParisPragueRigaRomeSoPauloShanghaiStuttgartTokyoViennaZurich,ProfitablegrowththroughpartnershipinCategoryManagement,SpeechheldbyMunich,November19th,1999,MUC-0203-92299-02-01,ContentPage,A.BackgroundinformationaboutSafeway,Scottish?CourageandtheUKbeermarketB.Whatwereourmarketobjectives?C.Whatdidwedotogethertoreachourtargets?D.Whatareourkeylearnings?E.Whatareournextsteps?,MUC-0203-92299-02-01,A.BackgroundinformationaboutSafeway,ScottishCourageandtheUKbeermarket,MUC-0203-92299-02-01,SafewayisoneofthemajorsupermarketsintheUK,Turnover:8.10bnProfit:357mStores:490AverageSize:21,000sqftAverageweeklycustomercount:6million,MUC-0203-92299-02-01,ThegrocerymarketintheUKishighlyconcentratedwiththetop5playersaccountingfornearly70%,Market-ShareYeartoSept.1999,21.2,17.6,12.9,9.2,8.3,%-Share,MUC-0203-92299-02-01,DUMMY:Safewayrelativepositiononbeerisnowstrong,MUC-0203-92299-02-01,DUMMY:CorporateStructure,MUC-0203-92299-02-01,DUMMY:Keyfacts,MUC-0203-92299-02-01,DUMMY:Splitofchannels,Keybrands,MUC-0203-92299-02-01,Thetotalbrandportfolioislarge,butconcentratedinthehandsofafewowners,Ownlabel8.9%,ScottishCourage22.4%,Bass16.5%,CarlsbergTetley9.0%,Guinness5.2%,Other18.2%,Whitbread19.8%,Source:NielsenRetailAudit,ACNielsen,Marketshare(multiplegrocers),Top5Brandssharebymarket,Detergents,InstantCoffee,CatFood,Tea,Butter,spread,Yogurts,SnackProducts,Cereals,Beer,73,70,64,52,46,42,35,33,17,MUC-0203-92299-02-01,DUMMY:Long-termon&offtradeforecast,MUC-0203-92299-02-01,Thoughgrowingrapidly,Britainstakehomeshareislessthanhalfofothercountries,Takehomebeerasapercentageoftotalbeersales,USA,70%,Germany,65%,France,61%,UK,29%,Source:Canadean1998,MUC-0203-92299-02-01,DUMMY:Long-termoftradeshareofbeer,MUC-0203-92299-02-01,DUMMY:MaindifferencesbetweenGermanyandUK,MUC-0203-92299-02-01,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,MUC-0203-92299-02-01,B.Whatwereourmarketobjectives?,MUC-0203-92299-02-01,DUMMY:TheBeerCategoryManagementProjectwaspartofSafewayswiderCategoryManagementinitiative,MUC-0203-92299-02-01,Safewaywantedtoimproveitsweakpositioninthemarket,%ShareinBeerIndexedonPackagedGroceriesShare(BDI),-13,-14,6,6,19,21,-6,-6,-7,-11,Sainsbury,Safeway,Somerfield,Asda,Tesco,52w/eMay0497,52w/eMay0398,Source:AGBLiqurpanelMay1998,MUC-0203-92299-02-01,!,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,MUC-0203-92299-02-01,DUMMY:Selectingasupplierto?withannewCategoryManagementProjectwas.,MUC-0203-92299-02-01,DUMMY:Threesupplieswerecharacterizedtobe.,MUC-0203-92299-02-01,DUMMY:Scottishcouragewaschosenbasedonanumberofclearfacts,MUC-0203-92299-02-01,DUMMY:Resultsandrelationships,MUC-0203-92299-02-01,DUMMY:Cancatmangrowthecake,MUC-0203-92299-02-01,C.Whatdidwedotogethertoreachourtargets?,MUC-0203-92299-02-01,DUMMY:Safeway-ScottishCourageBrandsCategoryManagementTeam,MUC-0203-92299-02-01,DUMMY,MUC-0203-92299-02-01,Consumerunderstandinghashelpeduscometoanagreementonthecategorydefinition,Lager,Ale,Stout,Cider,Alcopops,Wines,Spirits,SoftDrinks,NARROW,BROAD,Scopeofproject,Categorydefinition,MUC-0203-92299-02-01,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,ForecastValueofBeercategoryinSafeway152m,MUC-0203-92299-02-01,Mainchangesinourviewofthecategory,Weaddedadditionalsegmentssuchasdraftbitter,stubbiesandicelagerWemovedfromanindustry-ledtoaconsumer-drivendefinitionNotthealcoholcontent,butmorethedrinkingoccasionwasconsideredWechangedthedescriptionofoursegmentstothecustomerslanguage,MUC-0203-92299-02-01,Wedecidedtomakebeersa“preferredcategory”,EvidencefromquantitativeCross-categoryanalysis,Evidencefromqualitativeanalysis,CategoryRolePREFFERED,1.Mediumtohighmarketgrowth2.Middletolowtargetconsumerpenetration3.Hightotalspend4.HighcashprofitwithinSafeway,1.Lowtake-homeshareofferslong-termopportunities2.Safewaysrelativepositionstillweak3.Largebrewerscansupportbeersasapreferredcategory,MUC-0203-92299-02-01,DUMMY:Categoryassessmentshowsan47moppor-tunityinbeerbyattainingfairshare,MUC-0203-92299-02-01,Themainissuesidentifiedthebasisforthetacticaldecisions,Issue,Penetration,Weightofpurchase,Increaseloyalty,Driveprofitability,Action,TrafficbuildingpromotionalactivitiesIncreasevisibilityoftheaisleMultisitingforsecondaryshoppers,FocusonlagerpacksTradeshoppersfromstandardtopremiumproductsLong-termactivitiestomakepurchasinglargerpackseasier,CombatthespecialiststhroughchilledbeerPromotionalmechanicstoreducetheneedfortop-uppurchases,TradeshoppersfromstandardtopremiumandfromsmalltolargepacksIncreasepriceonRealAles,MUC-0203-92299-02-01,%spendfrom16-44s,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,MUC-0203-92299-02-01,5,PremiumlagerwasidentifiedasthebiggestopportunityforSafeway,MarketshareGapQuadrant,Marketshare%,Marketgrowth%,Standard,Cheap,Superstrength,Premium,Stubbies,Top5fairShare=15.1%,10,20,15,MUC-0203-92299-02-01,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,MUC-0203-92299-02-01,DUMMY:Explanationofmarketingstrategies,MUC-0203-92299-02-01,Wehaveassignedallthesectorsandproductstodistinctmarketingstrategies,Example:TransactionBuilding,Products,Maintacticaldirections,Lager,Bitter/Ale,Stout,StandardstubbiesStandardlagerexceptTop3brandsPremiumbottledlager6+packsPremiumcans,StandarddraughtbitterexceptTop2brandsPremiumdraughtbitter8+packsBitterexcepttopbrands,AllocatemorespacetolargerpacksizesReplace4packwith6pack(withearlyincentives)FeaturePOSonlargepacksizesImprovedtrolleydesigntoaidtransportoflargepacksBarcodedcouponsonlargestpacks,MUC-0203-92299-02-01,DUMMY:Overviewfacticalareas,MUC-0203-92299-02-01,Mainchangesinourrange,Onlager,wereducedregionallyfrom11TUregionto2therebyreducingcomplexity,Weincreasedthenumberoflargemulti-packstoincreasetransactionsize,Weintroducedmorefrequentchangesonrealale,WemaintainedthebranddifferencesbetweenScotland,EnglandandWales,MUC-0203-92299-02-01,Majorchangesonpricing,Weincreasedtheaveragepriceofhigh-loyaltybrands(esp.realale),Wematchedcompetitiononprice-sensitivebrands(esp.standardlagerandbitter),Sincetheproject,thecategoryhassuffereddeflation,despitethetaxincreases(Index,EDLPenvironment)whichforcesustoupdatecontinuously,MUC-0203-92299-02-01,Majorchangesonmerchandising,Flowchangedrecordingtoconsumerdecisiontree,Brandblocking,Morespacetopremiumandmulti-packs,Niche-gondolahotspots,Introductionofchillers,MUC-0203-92299-02-01,DUMMY:Photosofbefore/after,Photosofchiller,MUC-0203-92299-02-01,Majorchangesonpricing,Wedecidedtotrypromotionmechanicsinordertoincreaseweightofpurchase,Duetofundamentalchangesinthemarket(e.g.emergenceofWalMart)beerisusedasastoretrafficbuilder,MUC-0203-92299-02-01,Categoryimplementationapproach,Wetestedthenewplaninfourstores(2inEngland,2inScotland)Trialstoresoutperformedcontrolstoresby3%inturnoverand6%inprofitWesuccessfullytradedpeopleintomorepremiumlagersWeincreasedbothpenetrationandaveragespendincomparisontovs.controlstoresPremiumlagerwasmostsuccessfulofallsegments(20%abovecontrolstores),whichwasinlinewithourtargets,MUC-0203-92299-02-01,D.Whatareourkeylearnings?,MUC-0203-92299-02-01,TheBeerCategoryManagementprojecthadanumberofkeysuccesses,1.Creationofabusinessplanandtrialinarecordbreaking4months2.SafewayandScotish-Courageworkingtogetherasasingleteam3.RadicalchangeintrialstoresachievedthroughBustingBarriers4.IdentificationofKeyactivitiestotakefromtrialintorollout,MUC-0203-92299-02-01,Ourworktogetherhasidentifiedanumberofthings(1),Do,Dont,HaveaclearobjectivefortheprojectFocusont