rdd learning acad_p5lans busn rev training 121514
TRANSCRIPT
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8/10/2019 Rdd Learning Acad_p5lans Busn Rev Training 121514
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Collaborative Partnershi s Business Solutions Leadershi - Breakthrou h ResultsRDD ASSOCIATES Perishables Expertly Merchandised
RDD Associate Learning Academy
Enterprise-wide Training, Education & Associate-development
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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy
What is RDDs ASSOCIATE LEARNING ACADEMY?
An enterprise-wide training, education & associate -development process, that:
For every RDD position, identifies core skills, business processes /protocols, technology enablers and best business practices / solutions
critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced
training/education modules
facilitating associate development and building
organizational capacity and performance
RDD Associates Core Leadership Strategy
Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES
train, develop & reward
V LUED SSOCI TE RESOURCES
build momentum to ensure
FUTURE ENTERPRISE SUCCESS
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[II]
Key
Elements &
Topics
[III]
Applications
&
Utilization
[IV]
Reference,
Recap &
Next Steps
Key Considerations & Inputs; Project Team & Resources
Methodology & Process
Appropriate Documentation
Customer & Client Applications
Case Study Example
Building Usage
Recap
Handouts & Reference Guide
Next Steps & Timeline
[I]
Course
Overview
P
5
LANS by RDD Business Reviews
Course Overview: Purpose / Rationale
Learning Outcomes & Objectives
Key Discussion Topics
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RDDs Best
-
Practice proprietary Business
Management strategy roadmap
,
that:
Fuels thoughtful, strategic and high-performance business management
oversight and activation
Provides a thorough, comprehensive and systematic process to develop and
execute merchandising plans for RDD client brands
Supports a disciplined and prioritized approach towards business management
Employs unique and robust SWOT analysis technique insuring delivering valuable
customer, category, brand and shopper insights
lign RDDs Business Management strategy approach with
our new
RDDs BUSINESS REVIEW TEMPL TE
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lanning
roduct
lace
rice
romotion
ogistics
alytics
hopper
What is
P
5
LANS by RDD
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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy
Help our brands perform to their greatest potential
New product initiatives in a highly saturated marketplace
More and better space for our brands at store level
Help category managers understand our products and their shoppers
Support high-impact business reviews for clients and customers
Annual reviews and strategic planning
Periodic category reviews with customers
Summary of RDDs goals, strategies, plans & programs
Build RDD team focus and resource productivity
Guide our business with a full analysis of the situation/landscape/options Helps others in the RDD organization fully understand client objectives & product line
Track and monitor performance in a thorough and consistent method
Why do we need
P
5
LANS by RDD
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lanning - strategic, budgetary, category, customer-specific & tactical
roduct - core & opportunistic SKU authorizations; new-item sell-in; assortment optimization;expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs
lace - plan-o-gram strategy, design, development & activation; merchandising displays & shelvingsystems; optimal category adjacencies & total aisle-solutions; seasonal displays
rice strategize, target, implement & monitor everyday and feature retails; competitive analysis &monitoring; branded vs private label price gap strategy
romotion - strategize, target & activate feature, seasonal, opportunistic & multi-brandmerchandising events; digital offers & targeted solutions; post-promotion analyses
ogistics - efficient/reliable inventory replenishment; promotional forecasting; advance-salepromotional orders (groups & stores); shipper & special packs; cross-docks & promotional DSDs
alytics - syndicated & panel data-mining; customer business reviews; categorymanagement; fact-based selling presentations; shopper loyalty card segmentation & data-mining
hopper - shopper insights, targeted engagement strategies; shopper-marketing programs
P
5
LANS by RDD Business Management Roadmap
Aspire > Observe > Analyze > Envision > Strategize > Activate > Assess
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lanning How do we get our products into the carts of the targeted shopper in avery saturated marketplace with heavy competition, aggressive promoting and constant
advertising? What are our goals for this product? What are the manufacturers goals?
What are the customers expectations?
strategic, budgetary, category, customer-specific & tactical
How do we operationalize
P
5
LANS by RDD
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alytics What data can I use to support my claims/product?
syndicated & panel data-mining; customer business reviews; category management; fact-based selling presentations; shopper loyalty card segmentation & data-mining
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hopper What is my shopper looking for in comparison to what i am doing?What are the trends? What can i do to reach my shopper outside the norms? Can i start a
bundled initiative?
shopper insights, targeted engagement strategies; shopper-marketing programs
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STRENGTHS
xxxxxx.
LIMITING CHALLENGES
xxxxxx
GROWTH OPPORTUNITIES
Xxxxx
AT-RISK CONCERNS
xxxxxxx
lanning
roduct
lace
rice
romotion
ogistics
alytics
hopper
SWOTanalysis
What is a P
5
LANS
by RDD
SWOT Analysis?
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KEY OBSERVATION/ISSUE ASSESSMENT IMPACTS W O T H M L
roduct - core & opportunistic SKU authorizations; new-item
sell-in; assortment optimization; expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs
P
5
LANS
by RDD
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roduct - core & opportunistic SKU authorizations; new-item
sell-in; assortment optimization; expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs
P
5
LANS
by RDD
Action PLAN(Programs & Tactics)
Timelines(Checkpoints)
Targeted
Objectives Assignments
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RDD Associate Learning Academy
Enterprise-wide Training, Education & Associate-development
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Saputo / WakefernBusiness ReviewRDD Business Management Roadmap
June 26, 2014
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Business Management Roadmap
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Consumer & category insights
Channel & shopper insights
Retailer & customer-specific shopper insights
Segmentation (category & shopper)
Shelf management insights & philosophy
Category & segment performance (customer vs trading area)
Client/supplier portfolio & brand performance (customer vs trading area)
Trends & seasonality
Assortment & SKU contribution to sales
Promotional practices & causal impact
Shelving practices (plan-o-gram)
P PL NS SWOT analysis
(planning/product/place/price/promotion/logistics/analytics/shopper)
P PL NS CTION plans (recommended programs/tactics/assignments/timelines)
Next steps & follow-ups
[I]
Client/
Supplier
Overview
Executive summary
Client/supplier vision/purpose/mission & portfolio sales history
Client/supplier contributions to business (break-through research, product-development &
& merchandising innovations
Key categories & segments; contribution to sales
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opline Business Review Highlights
P
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Executive Summary
Wakefern Fiscal YTD perf vs YAGO (+ 8.6% cs & 12.4% $$$)
New Items: ShopRite 2% Calcium Enriched Lactose Free (in QA)
Price Rite 36% Heavy Cream (in QA)
ShopRite Buttermilk 32 oz (in QA)
Protein Milk
Enhanced Skim Milk
Promotional plans & scheduling for 3rd & 4th Quarter
4th Quarter Focus/ESL products
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opline Business Review Highlights Total US Food
P
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Executive Summary
Sour Cream does $795.4MM in annual dollar sales
(no chg vs YAG)
Private Label is the #2 brand with a 30% $ share
Cottage Cheese does $800.4MM annually
(-1.0% vs YAG)
Private Label is the #1 brand with a 39% share
Source: IRI 52 Weeks Ending 5/18/14
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oplineBusiness
Review Highlights Cottage Cheese Trends
P
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by RDD Business Management Roadmap
Executive Summary
Cottage Cheese sales at ShopRite are flat, but slightly out-performing the market (Food) as well
as the total US (Food) over the past year
Friendship Cottage Cheese unit sales at SR are flat ($ down 5%) but better than markets and total
US (Food)
Private Label business soft across the board
(1.0) (1.7)
0.1
(2.0)(3.3)(3.5)
(0.8)
0.7
(1.4) (2.2)
-10.0
-5.0
0.0
5.0
10.0
Total US
Food
Total N
East Food
Wakfern
RMA
Wakefern
CRMA
MULO
Wakefern
ROM Food
$ Sales % Chg vs YAG U Sales % CHg vs YAG
IRI Latest 52 Weeks Ending 5/18/14
Total Cottage Cheese
(3.7)
(7.2)(4.9)
(8.1)(9.7)
(2.6)
(6.3)
0.6
(6.3)
(10.1)
(20.0)
(10.0)
-
10.0
20.0
US NE WF WF
MULO
WF ROM (1.9)
(4.2)
(0.0)
(2.3)(4.3)
(6.6)(5.5)
(1.9) (3.6)
(5.4)
(20.0)
(10.0)
-
10.0
US NE WF WF
MULO
WF
ROM
Friendship
Private Label
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urrent Market Conditions & Significant Changes -
P
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by RDD Business Management Roadmap
Marketplace Dynamics: New York Food
New York Total Dairy dollar sales trends are relatively flat over the latest 52
(+0.8%), 24 (+1.5%) and 12 week (+1.0%) periods
Sour Cream dollar trends are soft for the year (-1.6%), and are flat for the
latest 12 (+0.1%) and 4 weeks (-0.8%)
Cottage Cheese dollar trends are down across the latest 52 (-2.0%),
24 (-3.8%) and 12 week (-4.4%) periods
Whipped Topping dollar trends are up across the latest 52 (+4.4%), 24
(+4.8%) and 12 week (+1.0%) periods
Lactose-Free Milk is down in dollars over the latest 52(-1.2%) and 24 week
(-0.3%) periods, but is up over the latest 12 weeks (+2.2%)
ShopRite opening 4-5 new stores in 2014 and 4 new PriceRites (2 in NJ)
Fresh Grocer stores (7) now part of Wakefern
Wal-Mart Supercenter openings continue (2 in NY area over last 3 months)
Source: IRI 52 Weeks Ending 5/18/14
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usiness Development & Company History-
P
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by RDD Business Management Roadmap
Saputo Overview
1954
Founded by
Italian
immigrant
Giuseppe
Saputo
2001
Acquired
Dairyworld
Farms
Acquired
Neilson
Dairy
2008 2012
Acquired
Morningstar
Food
2014
Acquired
the fluid milk
business
from Scotsburn
Co-operative
Services Ltd.
(Canadian Dairy Company)
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ision/ urpose/ ission -Saputo
P
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by RDD Business Management Roadmap
Saputo Overview
Can Dairy Be Different?
We think so. At Saputo Dairy Foods USA, we understand
that while Dairy is a commodity, our customers are not.
So to help you stand apart, we think differently about
Dairy, bringing you products, services and support that
are truly unordinary.
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RDD ASSOCIATES Perishables Expertly Merchandised
ey Product Categories & Segments
Sour Cream Regular and Organic: Friendship and Private Label
Cottage Cheese Regular and Organic: Friendship and Private Label
Farmer Cheese Friendship
Buttermilk- Friendship
Lactose Free Milk Private Label
Aerosol Whipped Topping- Private Label
Protein Milk Private Label (coming in May 2014)
Enhanced Skim Milk Private Label (coming in May 2014)
P
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by RDD Business Management Roadmap
Saputo Overview
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RDD ASSOCIATES Perishables Expertly Merchandised
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Consumer & category insights
Channel & shopper insights
Retailer & customer-specific shopper insights
Segmentation (category & shopper)
Shelf management insights & philosophy
Category & segment performance (customer vs trading area)
Client/supplier portfolio & brand performance (customer vs trading area)
Trends & seasonality
Assortment & SKU contribution to sales
Promotional practices & causal impact
Shelving practices (plan-o-gram)
P PL NS SWOT analysis
(planning/product/place/price/promotion/logistics/analytics/shopper)
P PL NS CTION plans (recommended programs/tactics/assignments/timelines)
Next steps & follow-ups
[I]
Client/
Supplier
Overview
Executive summary
Client/supplier vision/purpose/mission & portfolio sales history
Client/supplier contributions to business (break-through research, product-development &
& merchandising innovations
Key categories & segments; contribution to sales
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RDD ASSOCIATES Perishables Expertly Merchandised
etailer & Market-level Shopper Insights -
P
5
LANS
by RDD Business Management Roadmap
Strategic Business Insights:
Cottage Cheese
Cottage chs unit sales in CRMA (all channels) are down 1.6%, yet up 3.9% at SR
Hshld penetration approx. 36% in CRMA, dwn 0.3 pts, but up 0.7 pts at SR
Buying rate and trips relatively flat (avg 1.5 un/trip & 6 trips per year in CRMA
ShopRite RMAhopRite CRMA
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA
IRI Panel Data
2013
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etailer & Market-level Shopper Insights -
P
5
LANS
by RDD Business Management Roadmap
Strategic Business Insights: Cottage Cheese - SR CRMA
Within SR CRMA, approx 36% all hshlds purchase cottage chs; Friendship approx. 10%
Avg hshld purchases 6X/yr, & when purchasing often buys multiple units
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA
6.3
4.6
2.2
3.6
6.2
5.0
2.2
3.6
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
36.5
13.6
6.810.5
36.2
13.0
6.910.0
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
9.410.2
3.3
5.4
9.210.3
3.1
5.3
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
Penetration (HH Buying) Buy Rate (Units per Buyer)
Purchase Size (Units per Trip)Purchase Frequency
1.5
2.2
1.5 1.51.5
2.1
1.4 1.5
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
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etailer & Market-level Shopper Insights -
P
5
LANS
by RDD Business Management Roadmap
Strategic Business Insights: Cottage Cheese - SR CRMA
Approx all unit sales in CRMA during promo periods, with 78% Axelrod on deal
75% of consumers only buy Cottage Cheese once a year
Consumers who purchase more than 1X/yr avg 35 units per yearSource: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA
26.4
8.2
3.05.7
25.7
7.9
3.35.5
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
46.9
34.9
77.4
66.3
47.4
38.6
77.6
66.4
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
100.0
65.7
29.544.0
100.0
59.1
29.742.9
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
% Units on Deal LoyaltyUnit Share of Requirements
Purchase Cycle% Repeat Buyers
5965
85
6661 62
88
69
COTTAGE BREAKSTONES AXELROD FRIENDSHIP
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P
5
LANS
by RDD Business Management Roadmap
Strategic Business Insights:
Cottage Cheese
Geography : Wakefern Corp-RMATime : Latest 52 Weeks Ending Sep-08-2013Product : COTTAGE CHEESEHH Demo Summary : All HH Income Per CapitaTarget Group 1 : All HouseholdsSample Size : Client Default Sample Size
7.0% 25.5%
+1.7pts -4.6pts
34.5% (-0.1pts)
Buy COTTAGE CHEESE Somew here
65.5% (+0.1pts)
Do Not Buy COTTAGE CHEESE Anyw here
64.6% (+0.7pts) BUYER CONVERSIONHouseholds
35.4% (-0.7pts)
Stop & Shop
COTTAGE CHEESE $
Leaked to Other Channels
Stop & Shop
COTTAGE CHEESE $
Leaked to GroceryX
COTTAGE CHEESE $
Leaked to Other Channels
100.0% (0.0pts)
COTTAGE CHEESE $
Leaked to GroceryX
COTTAGE CHEESE $ Spent in Wakefern Corp-
RMA
COTTAGE CHEESE $ Leaked Elsew here
$ Opportunity from 1 Additional Point
of Buyer Conversion:
$268,126
20.0% (+1.0pts)29.4% (+4.5pts) 5.3% (-0.6pts) 80.0% (-1.0pts)
Buy COTTAGE CHEESE in Wakefern Corp-
RMA
CONVERTED BUYERS UNCONVERTED BUYERS
65.3% (-4.0pts) 34.7% (+4.0pts)
COTTAGE CHEESE $ Leaked Elsew hereLEAKAGE
Dollars
66.9% (+1.8pts) 33.1% (-1.8pts)
9.1MM HHs
in Wakefern Corp-CRMA
Do Not Buy COTTAGE CHEESE in Wakefern
Corp-RMA
Shop in Wakefern Corp-RMA Do Not Shop in Wakefern Corp-RMA
Leakage Tree
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA
ShopRite has a category conversion rate only 65% (% of category buyers who shop SR and purchased at SR)
35% of their converted shoppers still purchase the category at other retailers, with most (29%) leaking to other
grocery retailers; 26% category buyers who do not purchase at SR purchase at S&S
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ottage Cheese Decision Tree
P
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Strategic Business Insights
Multi-Serve vs. Single
Serve is the firstdecision made within
Cottage Cheese
Source: Cannondale Associates, ShopperGenetics database, 52 weeks ending 9/09
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P
5
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Business Management Roadmap
Wakefern Fiscal 2014 Volume Update
Category
Description
Current Cases
10/2013 - 5/2014
Last Year Cases
10/2012 - 5/2013
% Chg vs. Last
Year Cases
Current Dollars
10/2013 - 5/2014
Last Year Dollars
10/2012 - 5/2013
% Chg vs. Last
Year Dollars
Aerosol 131,963 106,798 23.6% $2,033,647 $1,565,028 29.9%
Cottage Cheese
Branded & Privatelabel 300,765 305,335 -1.5% $4,258,362 $4,175,400 2.0%
Half & Half 253,280 208,512 21.5% $4,106,054 $3,315,784 23.8%
Lactose Free 92,478 61,856 49.5% $1,112,468 $746,884 49.0%
Farmers Cheese
& Buttermilk 47,402 48,705 -2.7% $1,007,970 $1,023,719 -1.5%
Sour Cream
Branded & Privatelabel 309,585 311,689 -0.7% $4,808,990 $4,586,320 4.9%
Specialty Milk 0 3,493 -100.0% $0 $72,739 -100.0%
Whipping Cream 36,877 32,792 12.5% $924,239 $749,386 23.3%
Totals 1,172,350 1,079,180 8.6% $18,251,729 $16,235,260 12.4%
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P
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by RDD Business Management Roadmap
Category Overview: Cottage Cheese
At ShopRite Cottage Cheese category is flat in dollars vs. YAG, yet is out-performing the ROM
Daisy is the only brand showing dollar growth at ShopRite, but off of low base & share
Majority of decline in the ROM is coming from Breakstone & Friendship
ShopRite
SR Fiscal YTD $ Sales (~62% TE): $10.8MM (+0.0% vs YAG)
ShopRite ROM Food
SR Fiscal YTD $ Sales (~62% TE): $25.7MM (-3.7% vs YAG)
Source: IRI Wakefern Fiscal YTD Ending 5/18/2014
0.04.9
-2.6 -3.5 -2.5
2.1
40.4
-25.1
13.0
-0.7
1.9
-3.4
3.4
-2.0
0.6
22.1
-29.8
10.6
-40.0
-20.0
0.0
20.0
40.0
Cottage PL Break Friend Axel P Maid Daisy Kraft Lactaid
$ Sales % Chg vs YAG U Sales % Chg vs YAG
-3.7 -7.2-1.3
-11.6
5.49.4
-12.8
17.8
4.9
-3.9 -5.9 -2.5
-13.8
9.411.5
-12.4
14.9
3.9
-40.0
-20.0
0.0
20.0
40.0
Cottage Break PL Friend Hood Axel P Maid Daisy Lactaid
$ Sales % Chg vs YAG U Sales % Chg vs YAG
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rends & Seasonality Cottage Cheese
P
5
LANS
by RDD Business Management Roadmap
Sales History, Performance & Practices
Seasonality Trends for Cottage Cheese include: Dieting for Summer, Jewish Holidays (Fall &
Passover) and New Years Resolution Dieting
New Years
Resolutions
IRI 104 weeks ending 5/18/14
Passover
Yom Kippur &
Rosh HashanahDiet/Summer
Holidays
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romotional Chart: Friendship 16 oz Cottage Cheese
P
5
LANS
by RDD Business Management Roadmap
Sales History, Performance & Practices
Event scheduling aligned with key purchasing seasons, and are high-value offers
Promotional lifts 5 6 X base sales for Friendship brand
IRI 52 weeks ending 4/20/14
$1.99
$1.99
3 Weeks
R Hashanah/Y Kippur
$1.99
2 Week TPR
$1.99
$1.99
New Years
2 Weeks
Feat + TPR
$2.49
$1.99
2 Weeks
Feat + TPR
$1.99
2 Weeks
Passover
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helf Management Cottage Cheese 4 FT 60 IN: North
P
5
LANS
by RDD Business Management Roadmap
Sales History, Performance & Practices
SR POG: April 2014
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helf Management Cottage Cheese Space-to-Sales
P
5
LANS
by RDD Business Management Roadmap
Sales History, Performance & Practices
SR 4 Ft 60 In POG: April 2014
Space measured in linear feet
SR Internal Movement: Latest 52 weeks ending 5/11/14
28.9
22.4
19.2
12.3
7.0 7.0
1.2 1.2
26.9
21.7
26.0
16.1
3.2 3.7
0.9 1.6
0.0
10.0
20.0
30.0
40.0
Breakstone Friendship P Label Axelrod Daisy Kraft Lt n Lively Lactaid
Share of Lin. Ft. Share of Movement
Under-Spaced:
P Label
Over-Spaced:
Daisy
Kraft
IRI Latest 52 Weeks
End 5/18/14
Share
of Base
Units
Break 34.0
P Label 25.4
Friend 18.8
Axel 10.4
Kraft 4.5
Daisy 3.7
Lactaid 2.0LnL 1.2
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[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Consumer & category insights
Channel & shopper insights
Retailer & customer-specific shopper insights
Segmentation (category & shopper)
Shelf management insights & philosophy
Category & segment performance (customer vs trading area)
Client/supplier portfolio & brand performance (customer vs trading area)
Trends & seasonality
Assortment & SKU contribution to sales
Promotional practices & causal impact
Shelving practices (plan-o-gram)
P PL NS SWOT analysis
(planning/product/place/price/promotion/logistics/analytics/shopper)
P PL NS CTION plans (recommended programs/tactics/assignments/timelines)
Next steps & follow-ups
[I]
Client/
Supplier
Overview
Executive summary
Client/supplier vision/purpose/mission & portfolio sales history
Client/supplier contributions to business (break-through research, product-development &
& merchandising innovations
Key categories & segments; contribution to sales
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lanning
roduct
lace
rice
romotion
ogistics
alytics
hopper
P
5
LANS
by RDD Business Management Roadmap
Aspire - Observe - Analyze
Envision - Strategize
Activate - Assess
&
5
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KEY OBSERVATION/ISSUE ASSESSMENT IMPACTS W O T H M L
Enhanced Skim Milk X X
Protein Milk X X
3 lb Sour Cream X X
24oz Cottage Cheese/Pineapple X X
6.5oz Fat Free AWT X X
roduct - core & opportunistic SKU authorizations; new-item
sell-in; assortment optimization; expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs
P LANS
by RDD
5
-
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roduct - core & opportunistic SKU authorizations; new-item
sell-in; assortment optimization; expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs
P LANS
by RDD
Act on PLAN(Programs & Tactics)
Timelines(Checkpoints)
6.5oz Fat Free AWT
Enhanced Skim Milk
1) On She lf By
October 2) Include
In Both The Da iry Ad
And Live Be tter Ad
Sections
$.30-$50 Price
Reduction Over
National Brand
Everyday Reta il - $70 -
$1.00 On Promotion Sept - Nov Jan
1/2 Price Feature In
Late October - Kick-
Off Dis tribu tion &
Tria l Jul y - Sept - Nov Ja n
October 2) Include
Into The Major
Holiday
Promotiona l Ads At
1/2 Price
Targeted
Objectives Assignments
5
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KEY OBSERVATION/ISSUE ASSESSMENT IMPACTS W O T H M L
Enhance Skim Milk X X
6.5oz Fat Free AWT X X
romotion - strategize, target & activate feature,
seasonal, opportunistic & multi-brand merchandising events;digital offers & targeted solutions; post-promotion analyses
P LANS
by RDD
5
-
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P LANS
by RDD
Action PLAN(Programs & Tactics)
Timelines(Checkpoints)
6.5oz Fat Free AWT
Enhanced Skim Milk
1) On Sh el f By
October 2) Inclu de
In Both The Dairy Ad
And Live Better Ad
Sections
$.30-$50 Price
Red uction Over
National Brand
Everyday Retail - $70 -
$1.00 On Promotion Sept - Nov Jan
1/2 Price Fe ature In
Late October - Kick-
Off Distribution &
Tria l July - Sept - Nov Jan
October 2) Inclu de
Into The Major
Holiday
Promotional Ads At
1/2 Price
Targeted
Objectives Assignments
romotion - strategize, target & activate feature,
seasonal, opportunistic & multi-brand merchandising events;digital offers & targeted solutions; post-promotion analyses
5
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ecap - Topline Business Review Highlights -
P LANS
by RDD Business Management Roadmap
Executive Summary / Recap
ShopRite is out-performing the market for both the Cottage Cheese and Sour Cream
categories.
The Cottage Cheese category is flat at ShopRite. Private Label (#1 brand) is the only
major brand showing growth.
Outside of promotions, Cottage Cheese does most of its business from repeat buyers
(buy more than once a year).
The category has experienced aggressive promotions with 36 weeks of $1.99 or less
features on 16 oz brands (from April 2013 to April 2014).
From April 2013 to April 2014, Friendship ran 8 weeks of $1.99 promotions on 16 oz
Cottage Cheese. The biggest lifts were during the Fall Jewish Holidays, New Years
Dieting and Passover.
5
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ecap ACTION Plan Highlights -
P LANS
by RDD Business Management Roadmap
Executive Summary / Recap
Confirm 3rd and 4th quarter promotions
Follow-up on items currently in the Wakefern
QA process
Present Protein Milk and Enhanced Skim Milk
Gain Wakeferns commitment on the 4th
quarter ESL volume objectives
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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy
Schedule
customer/client
business review for
March/April 2015
Presentation &
activation at
customer
By 1/9/15
By 2/13/15 By 1/16/15 By 4/30/15
Systematically, work
thru the business
review template to
present in Q1
Select 1 client and
target customer to
apply P5LANS business
review template
Moving ahead
P
5
LANS by RDD implementation
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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy
Any Questions, Comments or Ideas?
Thank you for your
participation
Business Review & Mgmt Roadmap
-
8/10/2019 Rdd Learning Acad_p5lans Busn Rev Training 121514
50/50
[II]
Business
Insights
[III]
Sales
History, Perf
& Practices
[IV]
P5LANS
SWOT &
Actions
Consumer & category insights
Channel & shopper insights
Retailer & customer-specific shopper insights
Segmentation (category & shopper)
Shelf management insights & philosophy
Category & segment performance (customer vs trading area)
Client/supplier portfolio & brand performance (customer vs trading area)
Trends & seasonality
Assortment & SKU contribution to sales
Promotional practices & causal impact
Shelving practices (plan-o-gram)
P PL NS SWOT analysis
(planning/product/place/price/promotion/logistics/analytics/shopper)
P PL NS CTION plans(recommended programs/tactics/assignments/timelines)
Next steps & follow-ups
[I]
Client/
Supplier
Overview
Executive summary
Client/supplier vision/purpose/mission & portfolio sales history
Client/supplier contributions to business (break-through research, product-development &
& merchandising innovations
Key categories & segments; contribution to sales