DIGITAL REVENUE MANAGEMENT - Exceedra · DIGITAL REVENUE MANAGEMENT THE NEW DIGITAL WAVE IN CONSUMER PRODUCTS SAHAJ KOTHARI Founder & Director – Ensere 6th July 2017. CORE REVENUE

DIGITAL REVENUE MANAGEMENT�THE NEW DIGITAL WAVE IN CONSUMER PRODUCTS

SAHAJ KOTHARI�Founder & Director – Ensere��6th July 2017

CORE�REVENUE MANAGEMENT

DIGITAL �REVENUE MANAGEMENT

Rapid Assessment �/ Business Case

Scope, Vision, �Design & Plan

Embed and Build �RM capabilities

Capability Boost �/ Training

THE EXPERIENCE WE BRING

Our network of teams brings in-depth experience in delivering results for a number of recognized global FMCG and Retail brands.

OUR INDUSTRY �RECOGNITION

Ensere has been recognised for its expertise by multiple organizations.

TOP NEW TALENT 2015 BY THE GROCER

BEST GROWTH CONSULTANTS 2015

BY R AARON GROUP

IB SME INNER CIRCLE …andmore

CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY [email protected] ©Allrightsreserved2016,Ensere.

BEST NEW BUSINESS �2016 (Runner Up)

MERTON CHAMBER OF COMMERCE


RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME

DIGITAL 1. �

KEY TRENDS �IN CPG

2. �WHAT DOES BEING

DIGITAL MEAN?

3. �DIGITAL CASE STUDIES AND

APPLICATIONS

4. �Q&A


WEHAVEAFUNDAMENTALSHIFTINTHEMARKETPLACE


RETAILORSWILLCONTINUEEVOLVINGDIGITALLY

WAITROSE UK testing shelf display

RETAILERS �ARE CONSTANTLY ADOPTING NEW /

INNOVATIVE WAYS TO IMPROVE CUSTOMER

EXPERIENCES

Better shopper engagement and personalization Better commercial flexibility with pricing and promotions

FEB2017

JUNE2017


…THEIMPACTFROMITISNOTLOOKINGGOOD!

GROWTH / MARGIN SQUEEZE

BRAND EQUITY / LOYALTY

DEMANDING RETAILERS

INCREASING COMPETITION

SHIFT OF POWER

§  GROWTH§  PROFITABILITY§  BRAND

§  MORECHOICE§  SOPHISTICATED§  DEMANDING


AREWEKEEPINGPACEWITHOURSHOPPERS?

Majority of the organisations are

targeting here


AREWEMOVINGFASTENOUGHWITHOURCONSUMERS?



WHAT USED TO WORK �A DECADE AGO, ISN’T WORKING ANYMORE


THECONSUMPTIONOFTRADITONALMEDIAISCHANGING!

§  Mobile is the NEW ‘TV’

§  Too much content = too much ‘noise’

§  People need personalised engagement. ONE to MANY type of communication has limitations.



THIS CHANGE IS ONE OF THE BIGGEST

THREATS AND ALSO AN OPPORTUNITY !!!


WHATDOESTHISMEANFORFMCGBRANDSTODAY?

With ever evolving shopper and consumer needs, here are some of the big questions facing FMCG brands today:

How do we continue to stay close and relevant to our shoppers / consumers ?

1

How do we improve our commercial leverage with customers in a competitive market?

2 How do we improve our investment ROI while growing our brand equity even in a saturated and highly contested categories?

3

How do we gain competitive advantage in the long run? 4

THENEWDIGITALISATIONWAVEFORCPGCOMPANIES


Grow Brand Advocacy

Improve Shopper Engagement

Increase Revenues

Increase �Investment ROI

With increasingly diverse and complex

shopper and consumer needs, CPG companies are leveraging ONLINE DIGITAL platforms to


LeverageDigitalPlaGormsToDrive:


WHYISDIGITALCONSIDEREDONEOFTHESTRONGESTGROWTHLEVERS?

ONLINE CPG SALES �IS GOING TO GROW 7X –

20X IN LESS THAN 5 YEARS�(Source – IRI 2016 and Mckensey)

YR�(2015)

YR �2020*

1.5%

10% 30%

ONLINE INFLUENCE �MORE THAN 76% OF ALL

SHOPPER TRIPS BEGIN ONLINE, REGARDLESS OF WHERE THE

TRANSACTION OCCURED�(Source – IRI 2016 digital report)

TODAY 76%

Massiveonlineaudiencein2016,whichisbiggerthananyothermedia

Highlytargeted,personalisedandengagingtool

OfVmeonlineisspentonthe

mobile(UK)

3.2Bn #1 60%


THENEWENTRANTSAREDATARICH,AGILEANDEXPLOITALOWCOSTGO-TO-MARKETSTRATEGYUSINGDIGITAL


ThenewsthatWineSpectatormagazinewasscammedintogivinganAwardofExcellencetoanon-existentrestauranthasbeengreetedwithguffawsbyschadenfreudefansandwithfurybythemagazine’seditor.

WineSpectatorGives‘AwardofExcellence’To…


DigitalRevenueManagementmeansdrivingtangiblesales!

Engagemen

t

Preferen

ce

SALE

Bran

dAw

aren

ess

RepeatSALES

TradiSonalMarkeSngfocusesonLIKES&SHARES

DigitalRevenueManagementfocusesondrivingtangibleSALES

FocusforRevenue

Management


Operations B.

Digital �Marketing / Insights

D.

A. ��Digital Strategy and Organisation

C. ��

E-commerce

FOURkeyareasforDIGITALBoost



CASE STUDIES�Digital Marketing & Insights

DISCLAIMERTHEOUTLINEDEXAMPLESHAVEBEENNORMALISEDTOPROTECTBRANDIDENTITYANDSIMPLIFIEDTOHELPFOCUSONKEYPRINCIPLESOFTHECAMPAIGN.THERESULTSSHOWNARENOTINANYWAYSAGUARANTEEFORFUTURECAMPAIGNS.


Casestudy1–BOOSTIN-STOREPROMOTIONS

Getting the retailer to agree and support with a specific in-store PROMOTION (or LISTING)

TAG TARGET AUDIENCE

DIGITAL RESEARCH PHASE


Casestudy1–BOOSTIN-STOREPROMOTIONS

Getting the retailer to agree to support with a specific in store PROMOTION (or LISTING)

Digital Campaigns targeting only our

audience, using niche messaging

marketing

Targeting prospects (Simplified): §  MALE, aged 20 - 35 and loves

Football

§  Lives 3 miles from 150 core retailer stores across the country

IMPACT�VS IN-STORE �

PROMO ONLY

ROI

+12%

Sales Uplift

+23%



EVEN IN A HIGHLY CONTESTED MARKET,

DIGITAL CAN HELP IMPROVE YOUR

INVESTMENT ROI


Casestudy2–MEDIAMIXwithTV+ONLINE(SUPERBOOST)

1 to MANY broadcast

Supported by niche segment targeting and niche messaging

A healthy �juice brand

Trying to connect with multiple segments – Athletes, Professionals,

Children, Elderly etc…

IMPACT �VS TV ONLY

Unique Reach

+17%

Sales Uplift

+23%

ProducVvity

Strength

Energy

Health



DIGITAL CAN HELP IMPROVE YOUR

BRAND REACH WHILE SAVING YOU £££ AT

THE SAME TIME.


Casestudy3–INSIGHTDRIVENMARKETING

InteracSveSurveys

‘Making Product Launch’ a bit more engaging!

CHALLENGES OF PRODUCT LAUNCH

Retailer to say YES

Lack of real local insights

(and $$$)!

RAN A 6 WEEK ONLINE CAMPAIGN

EngagingContent NichetargeSng

Developahighlytargeted‘local’shopperprofileandinsightsusingdigitalreachandmarkeVng

What products �did they prefer / buy?

Wha

t sho

pper

w

ante

d ?


Casestudy3–INSIGHTSDRIVENMARKETING

Prefers �your �

product

Prefers competitor’s

product

What products �did they prefer / buy?

Wha

t sho

pper

w

ante

d ?

High Brand Loyalty

Low Brand Loyalty

High Brand Loyalty

Low Brand Loyalty

Their

preferen

ce

Their

preferen

ce

Their

preferen

ce

Their

preferen

ce

LOCAL �INSIGHTS�

= $$$

NICHE�TARGETING�

=�$$$

OnlineSurveysEngagingContent Nichetarge6ng

“Tryourproduct” Ifyoulike___,thenyouwillLOVEthis!



DIGITAL PROVIDES BRANDS THE

OPPORTUNITY TO REACH BACK TO YOUR AUDIENCE

IN A LOT MORE ENGAGING WAY.


DIGITALMATURITYLEVELS–MARKETINGANDSALES(HIGHLEVEL)

Skeptics Laggard

Adaptors Developing capability

For building brand awareness

§  Marketing initiated

campaigns on key online platforms

§  Basic reach and social engagement

§  Limited or no sales campaign

Drivers Competitive Advantage

For building brand loyalty and customers�

§  Digital is a competitive

advantage to drive growth

§  Marketing + Content + Sales transactions touch points into cohesive digital experience

§  Leverage digital insights to shape future online and offline campaigns

Differentiator Agile + State of the art

For building raving brand fans J

§  Digital is at the core of

the corporate strategy

§  Predictive analytics and marketing automation

§  Marketing automation to maximise Customer Life Value (CLV)

§  Seamlessly blend online and offline customer experience and sales

Proportion - 20%

Key Principles�Simplified

§  Considers digital as irrelevant for (traditional) business models

§  Have limited and under-utilized online assets

Proportion - 40% Proportion - 35% Proportion - 5%

5%value

20%value

60%value

100%value


WOULDYOULIKEACOPYOF….

[email protected]

HOW TO WIN IN-STORE WITH DIGITAL

WHAT DOES AMAZON’S MOVE MEAN FOR

CONSUMER GOODS?



DIGITAL ONE OF THE BIGGEST

THREATS AND ALSO AN OPPORTUNITY


ISDIGITALONEOFTHESTRONGESTGROWTHLEVERS?

IMPROVE SALES AND PROFITABILITY

NEW PRODUCT LAUNCHES

STRONGER CUSTOMER

RELATIONSHIP

IMPROVE RETURN ON INVESTMENT

COMPLEMENTS TRADITIONAL MEDIA

SUPPORTS INSTORE ACTIVATION

BETTER SHOPPER ENGAGEMENT

TARGETTED INSIGHTS

DRIVE �ONLINE SALES

STRENGTHENS / PROTECTS BRAND

EQUITY

FLEXIBLE �MEDIA

… AND MUCH MORE

3 …andmore

Ensere can help assess your organisation’s Revenue Management capabilities, and assist in identifying

and building a fit for purpose business case and roadmap with you for you…

Current state assessment of RM capabili6es across your organisa6on func6ons

Rapid Assessment

Cross-industry benchmarking of RM best prac6ce

Define a clear Roadmap for the RM capability based on your organisa6on’s ambi6ons and internal constraints

RGM - Vision, Scope and Plan (High Level)

Propose RM best prac6ces suitable for your organisa6on that can be integrated into your exis6ng business processes, e.g. Planning Cycles

Align on a long-term Vision & strategic focus for your RM capabili6es

Propose a fit-for-purpose Team Structure and Roles for the your RM func6on

We can help you drive the RM agenda you want…

Ifinterested,[email protected]


Want to know more?

+44-7826899170

Founder and Director of Ensere Consulting | Award Winning Author | Speaker |

Delivering Growth | Revenue Management| Digital

DIGITAL REVENUE MANAGEMENT - Exceedra · DIGITAL REVENUE MANAGEMENT THE NEW DIGITAL WAVE IN CONSUMER PRODUCTS SAHAJ KOTHARI Founder & Director – Ensere 6th July 2017. CORE REVENUE

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