artisan & distribution session -...
TRANSCRIPT
Artisan & Distribution session
The 7 bullets of the artisan sales strategy
The artisan evolves
Stability & Profitability
The right RTM
The artisan DASHBOARD
Puratos ESSENTIALS
Step by step implementation
THE NEXT BIG THING WILL BE LOT OF SMALL THINGS
Thomas Lommée
on building Ghent University
Who is most interesting ?
Large Account Sales Process Artisan Sales Process Small Account Sales Process
Production + selling to consumer within same company
Artisan
Artisan, semi-industry and all the rest ….
Production only, selling to consumer
= third party
Selling many, many categories to consumer
incl. Bakery & Patisserie
Selling Meals instead of Just bakery & patisserie items
Industry Foodservice Retail
Large Accounts Sales Process
KA plan / SANCOC Tailor made Products Long cycle complex process Team to team
Small Accounts Sales Process
Dashboard Puratos Essentials Short cycle simple process Sales Rep. to owner
?
Difference between the SANCOC & DASHBOARD
Predict the future,
starting from what you have today
Define your goal ,
and how are you going to reach it
Large Account Sales Process Artisan Sales Process
Dashboard = making choices
We can try to avoid making choices by doing everything,
but even that is a choice.
Inspired by Gary Collins
Define the focus sales strategy
The “High Five” of the dashboard
1
Define productive support efforts 2
Strengthen the artisan product strategy 3
Stimulates to collect big data 4
Fill your 2017 Dashboard 5
How the Dashboard will help artisan business development
Define the focus sales strategy 1
LRP Artisan Segment
Year Budget (Tons / Sales / Margin / Profit)
More
customers
More
Products
per customer
Improve
Product Mix
Increase
customer
loyalty
Increase
Share of wallet
How much ?
How to sell more ?
Define the focus sales strategy 1
Sales strategy – Sales KDI Target Sheet
More customers
Customer Penetration
More products per customer
SKU’s /
customer
Improve Product Mix
Average
GM (€ / kg)
Increase customer loyalty
Monthly / Total
customers
Share of wallet
Absolute GM / customer
% …… …..%
Current situation
Growth opportunity (priority 1 to 5)
New target – YEAR
More customers
Customer Penetration
More products per customer
SKU’s /
customer
Improve Product Mix
Average
GM (€ / kg)
Increase customer loyalty
Monthly / Total
customers
Share of wallet
Absolute GM / customer
….% ….. ……. …..%
…….
…….
……
6/17/2016, Page 12
2016 2017 2018 2019 2020
Customer Penetration No Priority No Priority Priority 2 Priority 2 No Priority
Product / customer Priority 1 Priority 1 No Priority No Priority Priority 1
Product Mix (abs GM) Priority 2 Priority 2 No Priority No Priority No Priority
Customer Loyalty No Priority No Priority Priority 1 Priority 1 No Priority
Share of wallet (Abs GM) No Priority No Priority No Priority No Priority Priority 2
Priority Focus (related to largest growth)
To upgrade our sales team Commision System in 2016 based on our focus KDI
Dashboard Reflection 2016
Dashboard Reflection 2016
17/06/2016, Page 13
More customers
Customer
Penetration
More products per customer
SKU’s /
customer
Improve Product Mix
Average
GM (IDR / kg)
Increase customer loyalty
Monthly / Total
customers
Share of wallet
Absolute GM / customer
25 % 3,20 12,880 25%
Current situation
Growth opportunity (priority 1 to 5)
New target 2016
More customers
Customer
Penetration
More products per customer
SKU’s /
customer
Improve Product Mix
Average
GM (IDR / kg)
Increase customer loyalty
Monthly / Total
customers
Share of wallet
Absolute GM / customer
26 % 4,20 14,426 26%
3,864 K
4,057 K
4 1 2 3 5
Puratos Essentials
What is the biggest opportunity to sell more to the artisan
segment in your country ?
Are multiple choice questions an adequate way to capture the opinion of a group of people ?
Define productive support efforts 2
Sales Effort
Productivity
Marketing
Investment
Productivity
Technical
Services
Productivity
Cost of
distribution
Custmer Service Productivity
How to gain more money ?
What are the efforts + make these productive
Define productive support efforts 2
LRP Artisan Segment
Year Budget (Tons / Sales / Margin / Profit)
More
customers
More
Products
per customer
Improve
Product Mix
Increase
customer
loyalty
Increase
Share of wallet
How much ?
How to sell more ?
Puratos Distributor
Sales Efforts
• Variable Payment base on more product/cust (add more SKU) • SPV weekly meeting (ORLN – Objective-Result-Learning-Next Week Action) • Highly Effective Call Procedure Training • Finished Goods Approach (effective approach)
• Setting same variable payment based on add more sku to their salesman
• Providing & reporting selling out data is a must
Marketing Efforts
• Selling Kit for Puratos essentials • Launch New Product for Patisserie mixes (new trend) • Market Trend Brief – to be able to present by salesman (short time) • Training about Market, Trend and next Consumer behaviour
Technical Support Efforts
• Training Product Knowledge • Continuously Demo : Individu, Collective and In House • Highly Effective Demo Procedure • New Application – inline with trend and market • Finished Goods Approach (effective baked sample)
Distribution Efforts
• Service Level >95% • Able to service emergency order (if any)
• Service Level >95% • Able to service emergency order (if any)
Customer Service efforts
• On time and accurate data processing and provide to sales • More detail coordination with Sales force & Dist to get things done (on time
forecast, on time PO, On time Invoicing, etc) • Information updated – no delay • Selling Out Databank
• Discipline and on time for placing PO, Forecast, Selling Out, etc
• Collaborate with Puratos CSS more intense and detail
More products per customer
SKU’s / 4,20 customer
Business Development investments
Business Development investments
Puratos Distributor
Sales Efforts
• Variable Payment base on Puratos Essential • Athena E-Learning for Puratos Essential • Highly Effective Call Procedure Training • Finished Goods Approach (effective approach)
• Setting same variable payment based on Puratos Essntial to their salesman
• Providing & reporting selling out data is a must
Marketing Efforts
• Selling Kit for Puratos essentials • Launch New Product for Patisserie mixes (new trend) • Market Trend Brief – to be able to present by salesman (short time) • Training about Market, Trend and next Consumer behaviour
Technical Support Efforts
• Training Product Knowledge (Focus Puratos Essential) • Continuously Demo : Individu, Collective and In House • Highly Effective Demo Procedure • Finished Goods Approach (based on Puratos Essential)
Distribution Efforts
• Service Level >95% • Able to service emergency order (if any)
• Service Level >95% • Able to service emergency order (if any)
Customer Service efforts
• On time and accurate data processing and provide to sales • More detail coordination with Sales force & Dist to get things done (on time
forecast, on time PO, On time Invoicing, etc) • Information updated – no delay • Selling Out Databank
• Discipline “Selling Out Report” to Puratos CSS • Buffer Stock for Puratos Essential
More products per customer
Average 14,426 GM (IDR / kg)
The Dashboard is an opportunity for alignment
17/06/2016, Page 20 17/06/2016, Page 20
Strengthen the artisan product strategy 3
Strengthen the artisan product strategy 3
How can the artisan
dashboard influence
our product or
concept launch ?
Launch Vita+ Oat Flakes
Sales in tons
0
200
400
600
800
1.000
1.200
1.400
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Introduction growth maturity extension
Sales Evolution Vita+
Artisan Business Development Dashboard
Promotions Sales Plan
& tools Marketing Plan
& tools Technical support
Distribution plan
More
customers
More
Products
per customer
Improve
Product Mix
Increase
customer
loyalty
Increase
Share of wallet
How much ?
Sales Effort
Productivity
Marketing
Investment
Productivity
Technical
Services
Productivity
Cost of
distribution
Custmer Service Productivity
Artisan Business Development Dashboard The big picture
• Introduction promotion
• Combined promotion to protect existing Vita+
Promotions Sales Plan
& tools Marketing Plan
& tools Technical support
Distribution plan
Artisan Business Development Dashboard The big picture
Promotions Sales Plan
& tools Marketing Plan
& tools Technical support
Distribution plan
• Internal launch
• Sales training
• Sales presenter for iPad
• Q&A
Artisan Business Development Dashboard The big picture
Promotions Sales Plan
& tools Marketing Plan
& tools Technical support
Distribution plan
• Event for press & customers
• Media campagne tv & internet
• POS Display
• Sampling
• Mailing
• Flyers
• Poster
Artisan Business Development Dashboard The big picture
Promotions Sales Plan
& tools Marketing Plan
& tools Technical support
Distribution plan
• Recipe sheets for different production methods
• Technical assistance from TA’s
Artisan Business Development Dashboard for BU’s
LRP Artisan Segment
Year Budget (Tons / Sales / Margin / Profit)
More
customers
More
Products
per customer
Improve
Product Mix
Increase
customer
loyalty
Increase
Share of wallet
How much ?
How to sell more ?
Products ? Products ? Products ? Products ? Products ?
Stimulates to collect big data 4
The artisan market
How to capture more customers?
500.000 artisan
bakeries
500,000
- 100,000
400,000
Artisan Business Development Dashboard
LRP Artisan Segment
Year Budget (Tons / Sales / Margin / Profit)
Variable Payment
Sales Plan & tools
Marketing Plan
& tools Technical support
Distribution plan
More
customers
More
Products
per customer
Improve
Product Mix
Increase
customer
loyalty
Increase
Share of wallet
How much ?
Sales Effort
Productivity
Marketing
Investment
Productivity
Technical
Services
Productivity
Cost of
distribution
Custmer Service Productivity
Sales Managers
Mapping the data
Collection of market potential data
- Internal Databases
- Gooogle Searches / Maps -
demonstration
- Internet Searches
- Facebook Searches
- Recommendation:
- Approximately 40 hours required
- Recruit Student / Temp
London Megacity – Google Maps
Survey – Saturation Study Philippines
• Baking on site ?
• Flour consumption
• Bulk RM’s
• Main Puratos families
• Packaging
• Delivery / pick up
• Order frequency
• Current suppliers
S500 in USA: Example of Data usage
17/06/2016, Page 39
LRP Artisan Segment
Year Budget (Tons / Sales / Margin / Profit)
Variable Payment
Sales Plan & tools
Marketing Plan
& tools Technical support
Distribution plan
More
customers
More
Products
per customer
Improve
Product Mix
Increase
customer
loyalty
Increase
Share of wallet
How much ?
Sales Effort
Productivity
Marketing
Investment
Productivity
Technical
Services
Productivity
Cost of
distribution
Custmer Service Productivity
How to sell more
?
How to gain more money
?
Efficiency
Product focus
S500 vs non S500 business clusters
– S500 YTD buyers: 504
– Customers buying Tiger 2000 AND buying S500: 36
– Customers buying Tiger 2000 and NOT buying S500: 28
– Customers buying Sapore and NOT buying S500 or O-tentic: 24
– Customers buying Sapore and O-tentic but NOT buying S500: 22
– Customers buying Bakery Mixes NOT buying S500, Sapore or O-tentic: 5
– Customers buying ONLY Specialty Fats: 54
– Former S500 Customers that might be currently buying other Puratos Products
– Former Puratos Customers currently not buying any Puratos products
S500 in USA: Example of Data usage
17/06/2016, Page 40
Objective: Cross-sell the improver with Sapore Questions: 1. In your Sapore applications, do you also use an improver? 2. Is Clean label a priority for you? Solution: Yes : S500 Green / No : S500 Red
Objective: upgrade to S500 Ultra (no ADA) TBC Question: Are you satisfied with your improver, even in stress conditions / flour variation / all processes (direct, long fermentation, etc) Solution: S500 Ultra (No ADA) Support: S500 Ultra (no ADA) vs Tiger performance
Artisan Dashboard
All countries complete their dashboard
1. Define the Top 1 & 2 sales strategy
2. Set the KDI evolutions for 2017
1. For the company
2. For the regions / sales reps
3. Define the productive support efforts and action plans accordingly
1 2
Sales Effort
Productivity
Marketing
Investment
Productivity
Technical
Services
Productivity
Cost of
distribution
Custmer Service Productivity
How to gain more money ?
Dashboard implementation in 2017
17/06/2016, Page 43
Year Budget (Tons / Sales / Margin / Profit)
How much ?
Customer penetration (%)
SKU’s per customer
GM / kg
per customer
Customer
Loyalty (%)
Share of wallet
(abs € GM / customer)
Customer penetration (%)
SKU’s per customer
GM / kg
per customer
Customer
Loyalty (%)
Share of wallet
(abs € GM / customer)
2016
2017
? ?
All countries fill the 2017 Dashboard 1. Top 1 & 2 sales strategy
2. Set Target KDI’s for 2017
3. Support plan
LRP Artisan Segment
? ? ?
Group
Tools available
Workbook
SAP dashboard
Best Practices SEA – Poland
Dashboard
What name do you propose for the artisan dashboard ?
Are multiple choice questions an adequate way to capture the opinion of a g name do you propose for the artisan roup of people ?
What do Puratos Essentials really mean ?
Proposing your customer the right product is essential
a product range
S500
Traviata
Puravita
Mimetic
O-tentic
Aristo
Cremfil Ambiante
Satin
Belcolade
Carat
Tegral Sponge
Sunset
Ladyfruit
Adia
Cheese Cake
Cremyvit
Softgrain
Prima Fresh
Harmony
Topfill
Toupan
Deli Citron
Tegral Ciabatta Tegral Sponge
Ganache Miroir
Easy Rye
Acti-fresh
Glazes
Decorfil Tigris
Brillo
Soft’r Alpaga
Puratop
Crystofil Vivafil
SKimo
Norma
Starfruit Rustic
Bakefil
Product Portfolio, Puramids and Puratos Essentials
• Strategic Tools
• From BU to local Management
• Long time scope (years)
• One version for Puratos Group
• Tactical Tool
• From Local management to Sales Force
• Medium scope with yearly validation
• One version per country
17/06/2016, Page 49
Key learning’s after one year of Puratos Essentials
Put the consumer application as the starting point !
Puratos Essentials - Bakeries
Country Product
Iran O-tentic Durum
Iran 1001 Red
Iran S500 acti plus
Iran Easy Toast
Iran Easy Hamburger
Iran Easy Rye
Iran Tegral Puravita Omega3
Iran Tegral Puravita Multi grain
Iran Aristo Nan
Iran Aristo croissant
Product Type Position in Portfolio Puramid Position Customer Need
Differentiating Top Priority Strategic Innovation
Mainstream Top priority Regular Peace of mind
Mainstream Top priority Regular Peace of mind
Mainstream focus Regular Peace of mind
Mainstream focus Regular Peace of mind
Mainstream focus Regular Peace of mind
Differentiating Develop Local & International innovation
Differentiating Develop Local & International innovation
Mainstream Top priority Regular Peace of mind
Mainstream Top priority Regular Peace of mind
Application
Crusty bread
Crusty bread
Croissant
Soft bread
Soft buns
Grains Breads
Grains Breads
Grains Breads
Croissant
Croissant
in 2017
Key learning’s after one year of Puratos Essentials
Chocolate in Patisserie
0%
20%
40%
60%
80%
100%
20% 40% 60%
healthiness
tast
e
Awareness of ingredient presence
Healthy and still tasty
Middle-ground
Tasty but unhealthy
Sugar
Butter
Margarine
Oil
Dairy cream
Non - dairy or vegetable cream
Eggs
Chocolate Cacao
Vegetable fat
Palm oil
Soya lecithin
Sunflower
Lecithin
84% 59%
82%
69%
77%
74%
30% 16%
20% 39%
43%
45% 19% 19%
Chocolate & Patisserie
Why?
80% 100%
Cocoa is considered to be
Why?
Chocolate Layer Cake
Chocolate Layer Cake
Carat Decorcrem Carat Supercrem Carat Coverlux Belcolade Selection Belcolade Origins
Chocolate Layer Cake
Decoration
Carat Coverlux Belcolade Selection
Coating Carat Decorcrem Carat Ganache Belcolade Ganache Carat Coverlux Belcolade Selection Belcolade Origins
Filling
Topfil Vivafil Chantypak Passionate Festipak Bavarois Neutral
Chocolate Layer Cake
Decoration
Miroir Neutre
Coating Miroir Glassage Noir Miroir l'Original Neutre Festipak
Filling
Tegral Satin Moist Chocolate Cake Tegral Satin Cream Cake Cocoa Tegral Belgian Chocolate Cake Tegral Pâte à Croûte
Base
Key learning’s after one year of Puratos Essentials
Puratos Essentials Gap analysis status
Country Product
Optimized &
Differentiated
formula
Pricing Strategy
Specific
Communication
Plan available
Sales ToolsSales Training
available
Product specific
Incentive
Poland Cremfil Ultim Y Y Y N Y Y
Poland Puraser Y Y Y N Y Y
Poland Satin Cream Cakes Y N Y Y Y Y
Poland Cremfil Classic N N Y N Y Y
Poland Silk Cremfil Y Y Y N Y Y
Poland Ambiante N N Y N Y N
Poland Custard Creams N N N N Y N
Poland Vivafil 2182 Y Y Y Y Y Y
Poland Sunset Glaze CN20 Y N Y Y Y Y
Poland Harmony N N N N Y N
Poland Tegral Brownie Y N N Y Y Y
Poland Tegral Kruche Y Y Y Y Y Y
Puratos Essentials - Patisseries
Offer Bu’s will come
Puratos Essentials – Product Criteria
1. A differentiated and optimized product formula,
2. The right pricing strategy,
3. A communication plan.
4. The perfect sales tools
5. The right training
6. Incentive for sales force
1. Competitive product advantage 2017
Key learning’s after one year of Puratos Essentials
The Puratos Essentials 2017
Workbook 2017
• Limited changes …
• Start from applications !!!
• Workbook by mid July
• Include in Marketing Plan 2017
