founder trian fund management · 2019. 3. 19. · •clear strategies and programmes to win market...

John Maltman, CEO

jmaltman@ef.uk.com

Keng Zing Ng

UK eCommerce Director

Mars Wrigley Confectionary

Nelson Peltz, Founder Trian Fund Management

• Clear strategies and programmes to win market share through online

retailers

• The tools and programs to manage mix to drive profitability via

implementation of category strategy

• Sales and marketing functions that are equipped with the tools and

skills to work in the omni-channel

Greg Urquhart joins

e.fundamentals leadership

team as CTO

1300 7000 7000

2000 1000 100K+

Value

Common category drivers

Innovate

Sell more Sell better

Drive trial Goes with

Category

Expansion

Talk to me Help me/us

Sell better

£ per cup

Share of promotion

by value type

Range analysis

by value type

Share of search

by value type

Promotion mechanic

by value type

Value

type

% on

promotion

Super

Economy 35% 115 73 56 86 110

Economy42% 104 115 127 94 93

Regular12% 75 49 108 104 62

Premium8% 60 103 103 102 51

Super

Premium 3% 64 81 95 105 102

Value

type

% on

promotion

Super

Economy 35% 115 73 56 86 110

Economy42% 104 115 127 94 93

Regular12% 75 49 108 104 62

Premium8% 60 103 103 102 51

Super

Premium 3% 64 81 95 105 102

Value

type

% on

promotion

Super

Economy 35% 115 73 56 86 110

Economy42% 104 115 127 94 93

Regular12% 75 49 108 104 62

Premium8% 60 103 103 102 51

Super

Premium 3% 64 81 95 105 102

Labs

• Your sales and marketing people must have the skills and tools

to work effectively in the omni-channel

• Make sure your category strategy is relevant to and activated in

online stores

• Increase speed of change by experimentation to build winning

programmes