TheWestons / Exceedra

Journey

Tricia Keating – Head of Commercial Development

Agenda

• Who are Westons?

• The Westons Journeyo The Pasto The Presento The Future

• Why Exceedra?

• Benefits

• Recommendations

• Questions

Who are Westons?

Family owned cider producer

Since 1880

Over 71 million pints

20151880

The Journey so far

Commercial Team Vision

In every customer relationship we will exceed expectations by achieving operational excellence, leadership in our

market and category thought leadership

To be absolutely the very best we can be

How will we deliver the vision?

Demand & Investment Planning

So why is an Integrated Business Planning Tool important?

• Currently working in Excel with lots of data

• Needed to be able to see the impact of promotion proposals and evaluate spend

• Best in Class Strategic Promotional Planning process

• Support the Budgeting Process

• Essential role with Operational Forecasting

• Improved Commercial Insights

• To create a robust bottom up Budget process providing bothvolume and financial forecasts

• To provide operational forecasts which can be updated real-time(not just once per month in line with commercial forecastprocess), improving factory and raw materials planning

• To improve reporting down to GP by Account/Channel and bySKU/Brand, reporting at full Brand P&L

• To create and manage promotions with the ability to analyse theimpact and profitability. Create a workflow approval process forpromotional activity

Exceedra Project Objectives

So where were Westons?

Trade Optimisation

Promotion Approval Pre & Post Evaluation

Sales Budgets / Targets

Real-Time EPOS Insight

SKU / Brand / Account LevelYTD / YTG P&Ls

Pricing & Terms

Reporting

Demand Volume Plan

Joint Business Plans

FinancePlan

Accruals Management

FINANCE

SALES &

MARKETING

SUPPLY CHAIN

CategoryDataPricing

Analytics

Live P&L – YTD & YTG

BASE VOLUME FORECAST- Sku- Brand- Account- Channel

ACCOUNT / SKU VOLUME

FORECAST- Incremental- Promotions- Cannibalisation- Recovery

INTEGRATED COMMERCIAL

PLANS & INSIGHT

Scenario PlanningBudget / Target Setting

Insight ReportingPromotion Approval

Pre & Post EvaluationJoint Business PlanningPricing & Trade terms

CATEGORYDATA

ERP RETAILERDATA

YTD / YTG S&OP with Risks & Opps

Accruals Management

Price & Promotion Guidelines

Account / Brand Level P&L

What the future looks like…

To be absolutely the very best we can be

Next steps 2016 / 2017

Next Steps….

April 2016

– Exceedra Upgrade

– Settlement / Invoice Module

December 2016

– Demand Planning Tool

June 2017

– Integrated Category Data

Brand CustomerExternal

InfluencesGuidelines &

DriversPre

EvaluationPost

Evaluation

Brand InvestmentMatrix- Market Share- Market Growth- Brand Saliency- Brand Health- Brand penetration- ROS- Brand value

(contribution)

Customer InvestmentMatrix- Category Value- Category Growth- Channel- Propensity to grow

within the channel- Attractiveness (incl

Export)

- Category Data Framework

- Shopper Data- Competitors- Channel- Trends- SeasonalityOthers

- Store numbers- Location- Facings

- Depth - Mechanic- Length- Frequency- Time- Feature & Display

- Predictive Uplift- Investment- ROI- Effectiveness- Efficiency- KPIs- Promo Compare- Approvals- Phasing

- Execution- Accuracy- Variances- Effectiveness- Efficiency- Phasing

Commercial Big Bets Commercial Strategy Sales

Strategic Investment DecisionsUnderstanding where to Invest or Divest

Trade Promotional OptimisationData driven Guidelines & Principles

Trade Promotional ManagementPlanning and execution

Commercial Leadership (GB/IL) Account and Brand TeamsChannel Heads & Brand Managers

Exceedra Long Term Plan – Commercial Sales and Marketing Framework

3 – 5 years + 3 years strategic plan 12-18 months operating plan

Why Westons chose Exceedra

SYSTEM• Live access

o To promotional date and P&L for ‘Live’ reporting and strategic business decision making

• User Friendlyo Easy to use format and self intuitive

• Clear Visibility of Westons P&Ls – Promotion and Commercialo Ability to compare Base, Forecast and Actualso Full year commercial plan

COMPANY• People

o Knowledge and Experience with a real understanding of the challenges we face

• Locationo Ability to react quickly if required

Benefits

Benefit Outcome

Trade Spend ROI • Reduction in spend maintaining volume and revenue

Forecast Accuracy, Bias & Service

• Improvement (Driven by promotions) • Bias reduced • Service levels

Effort • Budget preparation 3 months to 4 weeks• Re-forecasting reduced from 4 weeks to 7 days • Elimination of irrelevant discussion & meeting

Visibility and Agility • Seeing gaps in the plan 2-3 months earlier • Being able to react to Competitors with the new plan

Planning & Insights

• Scenario Planning• Enhanced Analytics• Automated Reporting• Live P&L

Recommendations

• Phased developmento Start with the essential development and evolve whilst ensuring business case is

achievedo Align on business case

• Stakeholder Managemento Cross functional buy ino Key to make sure key stakeholders and users come on the journey

• Project Teamo Make sure there is a dedicated team. Allow backfill if necessary

• Time Managemento Don’t rush, get it righto Pick a target date (ie Budget)

• Use the knowledge of people within Exceedrao Industry knowledge, know the pinch points and what to look out for. Ie,

Reviewing Hierarchies, SAP, Accruals, Integration to S&OP, KPIs and Process

• Keep it Simple, don’t over complicateo This is a journey and evolution

Summary

Exceedra has helped Westons….

o Provide a real Integrated Business Planning Tool

o Collaborative forecasting between Sales & Demand

o Empowered NAMs with Live P&L data thus improving forecast accuracy

o Allows individuals to focus on their core competencies

o Shaped and improved our processes and knowledge

o Given us an increased understanding and visibility of risk in our P&L

June 2014

– Excel driven operation

March 2015

– Deploy Exceedra

June 2015

– Integrated Commercial Plans & Insights

September 2015

– Promotional ROI

2016 Onwards

– Enhance Demand Planner

– Integrated Category Data

– Upgrade Plan

The Westons Journey

People Processes Data

Thank you for your time….Questions?

Tricia KeatingHead of Commercial Development