Market execution fmcg

Roy Vincent

Sales Manager

Dubai – Northern Emirates /

OMAN

[email protected]

Market

Execution

The work is really about perfecting our

ExecutionMuktar Kent - CEO -CocaCola

AimBetter In store Execution

Achieving perfect Instore executionis our

never-ending and

dynamic journey.

Executing to WinExecuting to Win - consists of Four main Capabilities, the first two is discussed in this session

•Customer Driven -route to market•Customer Service system•Segmented execution Process•Actionable Insights

Customer Driven -route to market

What is Route to Market ?

Routes to Market are the activities and resources associated with getting the product to the retail outlet and with executing within the four walls of the outlet.

Four Key Activities

A well defined Route to Market describes how we will execute four key activities.

Account Development

Order Generation

Merchandising

Delivery

RTM- Activity -01 –Account Development

New Outlet creation

Relationship building

Collaborating with customers to grow the category

Asset Placement & control

Space management

Pricing Control

Trouble shooting

RTM- Activity -02 – Order Generation

Outlet Inventory assesment.

Recomend & generate the order

forecast Demand

Outlet information.

RTM- Activity -03 – Merchandising

Physical execution of picture of sucess

Forward inventory stocking & rotation

Managing point of purchase material

Backroom Organisation.

RTM- Activity -04 – Delivery

• Uploading full goods

• Collecting payment

• record keeping.

RTM- tailor made

• Different Routes to Market are tailor made to meet the needs and opportunities in different types of outlets. A strong portfolio of RTMs in a local market enables our System to achieve the market coverage and outlet execution goals efficiently and effectively.

• Our RTMs are key to helping us achieve our destination for Executing to Win

Our Destinations

Our destination is to build our capability to achieve:

Universal availability :We want to achieve universal availability in all location in the market where people buy products or services or where there is a shopper opportunity.

System-wide implementation of RED

We want to achieve system wide implementation of Right execution daily (RED) to enable execution of right picture of success for the unique shopper profile of each selling location .

Customer service system

What is Customer Service System

Customer Service System is a disciplined 5- step process for creating customer-focused Routes to Market that drive improved market- level execution and profitability.

Our Business Challenge

• How can we grow our business and improve efficiency and effectiveness of our Routes to Market?

• The answer is with Customer Service Systems (CSS).

• Now that you understand how Routes to Market get our product from the factory into the Outlets,

the questions become:

How can we improve?

• How can we improve our Routes to Market to expand outlet penetration and volume per outlet profitably?

• Customer Service Systems (CSS) help improve our Routes to Market by applying a proven process for better understanding local market conditions and designing solutions.

• For example, expanding outlet penetration and Volume Per Outlet without addressing the Route To Market design can significantly increase costs.

CSS-well implemented

• A well-implemented process is key to enabling us to:

• Make the right investments to improve outlet penetration and execution

• Increased Fleet on the street.• Equipment Investments etc

• And improve our overall efficiency to support that investment• Sales Force automation.• Skill Development inorder to reach higher sales volumes.

CSS- five step process

CSS is a disciplined five-step process for improving execution in local markets. CSS starts by defining our destination, and then assessing, designing, planning, and executing the most appropriate customer service solutions to maximize the Picture of Success execution

The Five steps in CSSDestinationAssesment

.

In Daily Execution, we create value by continuously striving to improve our efficiency and effectiveness

CSS Destination

• CSS Destination is where you want to be locally in a given time frame.

• Determining our destination is the critical first step in CSS• "Define Destination":• Typical questions addressed in "Define Destination": • • What is the total universe of outlets? • • What penetration do we want to achieve? • • What are the Pictures of Success that we will implement to drive

growth in each outlet segment? •••

CSS - Assesment

CSS Assessment consists of documenting the current sceanario

the capabilities,

the capacities,

the gaps.

CSS Design

CSS Design creates the Customer Service policy

Some of the elements considered in "CSS Design":

Number and capability of sales force

Compensation and Incentives

Direct or third party service choices, etc.

Financial models on investment needs, costs of new RTM, and growth scenarios

CSS- planning

CSS Planning is to create realistic & workable implementation plans.

CSS- In Daily Execution

• In Daily Execution, we create value by continuously striving to improve our efficiency and effectiveness

Sample CSS Scenario

1)The CSS business destination was to reduce out of stocks in supermarkets by 50% in a given market

2)CSS Results of assessment (store visits, time & motion studies, customer surveys, financial analysis) showed issues with order management and merchandising.

3) CSS Design included adjusting service frequency for order generation (different days), merchandising (more in-line with customer's business) and increasing amount of time in outlet.

4) CSS planning consists of real plan generated from the CSS Design

5) Daily execution - is the execution of the CSS plan on a day to day basis.