commerical advantage introduction
Post on 22-Jan-2018
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worldcustomer
execution
class
Albert HeijnAsdaAuchan Birds Eye IgloBootsCadburyCarrefourColgate-PalmoliveCoca-ColaCo-opDelhaize
DiageoEnergizerHeinekenInnocent DrinksKimberly-ClarkKraftMarsMcCormick FoodsMetroMorrisonsNestlé
PepsiCoPick n PayProcter & GambleReckitt BenckiserSainsbury’sShopriteSSL InternationalTescoUnileverWaitroseWalmart
our regional experience
UK Europe North America Asia Africa
Commercial Advantage helps leading consumer goods companies deliver world class customer execution.
We bring customers to the very heart of your organisation.
We’re hired by leaders who are determined to deliver hard tangible results.
Our Integrated Customer Execution (ICETM) Diagnostic helps confront the facts of your organisation’s current reality to create a pathway to real results.
We provide genuine insight into your customers’ needs, thought leadership on how to deliver your own objectives in this context, and a full integration service to bring the customer lens to all functional operations: Sales, Marketing, Finance, Supply Chain, HR & IT.
World class customer execution is a £50m - £100m opportunity for a sizeable consumer goods manufacturer.
If you would like to understand how we could help your organisation deliver commercial advantage, please contact our Chief Executive, Aidan Bocci on +44 (0) 77147 60997 or aidan.bocci@coadc.com
approachreal results
delivers
ourdeepexpertise
in a dynamicmarketplace
irst for innovation. Core grocery categories are becoming
increasingly commoditised, driving intense competition between
retailers and extreme demand for differentiated new product
introduction. Can you Accelerate NPD or will you fall behind?
tilise scale. In a highly competitive market, retailers are
both seeking to increase purchasing power and cement
relationships with consumers. Will you Restore Influence
or sink into irrelevance?
ransform cost base. The global recession has driven a downward
shift in consumer spending power. As consumers
demand more for less and retailers respond, are you able to
Optimise the P&L or are your margins spiralling downwards?
nlock value. As retailers expand into new categories and services,
traditional categories are being squeezed. Can you Build Brand Relevance or are your brands providing little leverage?
each more shoppers. Retailers are trying to satisfy multiple
shopper missions across a variety of retail formats. With traditional
media failing to connect your brands to consumers, can you
Tailor Execution or is the relationship lost at point of purchase?
xpand globally. The top 10 global retailers now have combined
revenues of over $1 trillion. As global supply chains and cross-border
trading takes hold, can your business Integrate Geographies or
will expensive cracks emerge?
demand a response
customer strategies deliver
customer
weworld class
helpexecution
Optimise P&LReduce cost-to-serve
Maximise working capital
Transform local pricing & trade terms
Drive process efficiences
Accelerate NPDReview the portfolio
Identify new products & services
Optimise innovation processes
Reduce time-to-market
Build execution plans
Restore InfluenceGet the basics right
Understand customer needs
Embed Joint Business Planning
Demonstrate category leadership
Build multi-functional interfaces
Tailor ExecutionEnable shopper marketing
Improve instore activation
Optimise trade promotions
Drive product availability
Build Brand RelevanceTurnaround brands
Ensure sustainable approach
Plan high value co-marketing
Integrate GeographiesConsolidate supply chains
Structure global account management, pricing & terms
Rationalise brands & products
our unique customer
insight drives world class solutions
ICETM DiagnosticA diagnostic tool for capturing customer feedback on supplier performance and customer insight into potential solutions that will work in reality.
ICETM Solution Component ModelA design tool for interpreting customer feedback, assessing underlying root causes and identifying the solution components required for a world class solution.
World Class SolutionA full integration service providing specialist expertise for building world class customer execution capability.
Strategic Business Planning
CSR & Sustainability
Brand, Product & Innovation
Pricing & Terms
Physical Supply Chain
Finance & Administration
Promotion Investment
Shopper Marketing
Format Differentiation
Cross-Functional Relationships
Unique Value
Proposition
Accelerate NPD
RestoreInfluence
TailorExecution
IntegrateGeographies
OptimiseP&L
BuildBrand
Relevance
Design
Build
Diagnose
ICETM
SolutionComponent
Model
we provide the following services
The customer lies at the heart of our 3 key areas of expertise
Commercial Strategy
Commercial Execution
Supply Chain Execution
World Class
Customer Execution
Customer Diagnostic Strategic Analysis Bespoke Research
‘Real Results’ Projects Process & Performance Improvment
Customer & Channel Landscape, Category Expandability, Customer Insight Generation, Portfolio Appraisal, Customer Profitability, Trade Investment Deep Dive, Route-To-Market Model, Product Complexity Evaluation.
‘Real Results’ Projects Process & Performance Improvment
World Class Training
World Class Training
Trade Promotions, Shopper Marketing, New Product Launch, Pricing & Terms, Customer Business Planning, Commercial Brand Rejuvenation, Challenger Brand Development, Field Sales Effectiveness, Demand Forecasting.
Transport & Warehousing, Cost-To-Serve, S&OP, ‘Perfect Order’, LSP Tendering, Collaboration With Other Manufacturers, Major Customer Management.
Supply Chain Execution
Commercial Execution
Commercial Strategy
Commercial Advantage Services Ltd. 3 More London Riverside, London SE1 2RE
+44 (0)20 3283 4471www.commercialadvantage.com
’Commercial Advantage’ the thumbprint symbol, ‘real results’ in the thumbprint and associated logos are all trademarks of Commercial Advantage Services Ltd.
Copyright © Commercial Advantage Services Ltd 2010. All rights reserved
“ We use Commercial Advantage for their strong focus on execution”
Martin Glenn, CEO, Birds Eye Iglo Group
“Commercial leadership experts with a bias to action” Mark Greatrex, SVP Still Beverages, The Coca-Cola Company
“ They push hard to ensure a plan is built and delivered that will really work”
Alex von Behr, SVP Customer Management, Unilever Asia
“ Commercial Advantage have helped us raise our ambitions and deliver results through practical steps”
Malcolm Swift, President EMEA, McCormick Inc.
“ Results delivered quicker and to a higher level than we could have delivered in-house”
Nick Powell, MD North West Europe, Energizer Group
“They are results driven, pragmatic and challenging” Amanda Cooper, Strategic Customer Development Director, Kimberly-Clark Europe
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