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