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DIGITAL REVENUE MANAGEMENT�THE NEW DIGITAL WAVE IN CONSUMER PRODUCTS
SAHAJ KOTHARI�Founder & Director – Ensere��6th July 2017
CORE�REVENUE MANAGEMENT
DIGITAL �REVENUE MANAGEMENT
Rapid Assessment �/ Business Case
Scope, Vision, �Design & Plan
Embed and Build �RM capabilities
Capability Boost �/ Training
THE EXPERIENCE WE BRING
Our network of teams brings in-depth experience in delivering results for a number of recognized global FMCG and Retail brands.
OUR INDUSTRY �RECOGNITION
Ensere has been recognised for its expertise by multiple organizations.
TOP NEW TALENT 2015 BY THE GROCER
BEST GROWTH CONSULTANTS 2015
BY R AARON GROUP
IB SME INNER CIRCLE …andmore
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
BEST NEW BUSINESS �2016 (Runner Up)
MERTON CHAMBER OF COMMERCE
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
DIGITAL 1. �
KEY TRENDS �IN CPG
2. �WHAT DOES BEING
DIGITAL MEAN?
3. �DIGITAL CASE STUDIES AND
APPLICATIONS
4. �Q&A
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
WEHAVEAFUNDAMENTALSHIFTINTHEMARKETPLACE
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLCONTINUEEVOLVINGDIGITALLY
WAITROSE UK testing shelf display
RETAILERS �ARE CONSTANTLY ADOPTING NEW /
INNOVATIVE WAYS TO IMPROVE CUSTOMER
EXPERIENCES
Better shopper engagement and personalization Better commercial flexibility with pricing and promotions
FEB2017
JUNE2017
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
…THEIMPACTFROMITISNOTLOOKINGGOOD!
GROWTH / MARGIN SQUEEZE
BRAND EQUITY / LOYALTY
DEMANDING RETAILERS
INCREASING COMPETITION
SHIFT OF POWER
§ GROWTH§ PROFITABILITY§ BRAND
§ MORECHOICE§ SOPHISTICATED§ DEMANDING
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
AREWEKEEPINGPACEWITHOURSHOPPERS?
Majority of the organisations are
targeting here
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
AREWEMOVINGFASTENOUGHWITHOURCONSUMERS?
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
WHAT USED TO WORK �A DECADE AGO, ISN’T WORKING ANYMORE
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
THECONSUMPTIONOFTRADITONALMEDIAISCHANGING!
§ Mobile is the NEW ‘TV’
§ Too much content = too much ‘noise’
§ People need personalised engagement. ONE to MANY type of communication has limitations.
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
THIS CHANGE IS ONE OF THE BIGGEST
THREATS AND ALSO AN OPPORTUNITY !!!
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
WHATDOESTHISMEANFORFMCGBRANDSTODAY?
With ever evolving shopper and consumer needs, here are some of the big questions facing FMCG brands today:
How do we continue to stay close and relevant to our shoppers / consumers ?
1
How do we improve our commercial leverage with customers in a competitive market?
2 How do we improve our investment ROI while growing our brand equity even in a saturated and highly contested categories?
3
How do we gain competitive advantage in the long run? 4
THENEWDIGITALISATIONWAVEFORCPGCOMPANIES
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Grow Brand Advocacy
Improve Shopper Engagement
Increase Revenues
Increase �Investment ROI
With increasingly diverse and complex
shopper and consumer needs, CPG companies are leveraging ONLINE DIGITAL platforms to
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
LeverageDigitalPlaGormsToDrive:
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
WHYISDIGITALCONSIDEREDONEOFTHESTRONGESTGROWTHLEVERS?
ONLINE CPG SALES �IS GOING TO GROW 7X –
20X IN LESS THAN 5 YEARS�(Source – IRI 2016 and Mckensey)
YR�(2015)
YR �2020*
1.5%
10% 30%
ONLINE INFLUENCE �MORE THAN 76% OF ALL
SHOPPER TRIPS BEGIN ONLINE, REGARDLESS OF WHERE THE
TRANSACTION OCCURED�(Source – IRI 2016 digital report)
TODAY 76%
Massiveonlineaudiencein2016,whichisbiggerthananyothermedia
Highlytargeted,personalisedandengagingtool
OfVmeonlineisspentonthe
mobile(UK)
3.2Bn #1 60%
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
THENEWENTRANTSAREDATARICH,AGILEANDEXPLOITALOWCOSTGO-TO-MARKETSTRATEGYUSINGDIGITAL
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
ThenewsthatWineSpectatormagazinewasscammedintogivinganAwardofExcellencetoanon-existentrestauranthasbeengreetedwithguffawsbyschadenfreudefansandwithfurybythemagazine’seditor.
WineSpectatorGives‘AwardofExcellence’To…
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
DigitalRevenueManagementmeansdrivingtangiblesales!
Engagemen
t
Preferen
ce
SALE
Bran
dAw
aren
ess
RepeatSALES
TradiSonalMarkeSngfocusesonLIKES&SHARES
DigitalRevenueManagementfocusesondrivingtangibleSALES
FocusforRevenue
Management
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Operations B.
Digital �Marketing / Insights
D.
A. ��Digital Strategy and Organisation
C. ��
E-commerce
FOURkeyareasforDIGITALBoost
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
CASE STUDIES�Digital Marketing & Insights
DISCLAIMERTHEOUTLINEDEXAMPLESHAVEBEENNORMALISEDTOPROTECTBRANDIDENTITYANDSIMPLIFIEDTOHELPFOCUSONKEYPRINCIPLESOFTHECAMPAIGN.THERESULTSSHOWNARENOTINANYWAYSAGUARANTEEFORFUTURECAMPAIGNS.
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Casestudy1–BOOSTIN-STOREPROMOTIONS
Getting the retailer to agree and support with a specific in-store PROMOTION (or LISTING)
TAG TARGET AUDIENCE
DIGITAL RESEARCH PHASE
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Casestudy1–BOOSTIN-STOREPROMOTIONS
Getting the retailer to agree to support with a specific in store PROMOTION (or LISTING)
Digital Campaigns targeting only our
audience, using niche messaging
marketing
Targeting prospects (Simplified): § MALE, aged 20 - 35 and loves
Football
§ Lives 3 miles from 150 core retailer stores across the country
IMPACT�VS IN-STORE �
PROMO ONLY
ROI
+12%
Sales Uplift
+23%
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
EVEN IN A HIGHLY CONTESTED MARKET,
DIGITAL CAN HELP IMPROVE YOUR
INVESTMENT ROI
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Casestudy2–MEDIAMIXwithTV+ONLINE(SUPERBOOST)
1 to MANY broadcast
Supported by niche segment targeting and niche messaging
A healthy �juice brand
Trying to connect with multiple segments – Athletes, Professionals,
Children, Elderly etc…
IMPACT �VS TV ONLY
Unique Reach
+17%
Sales Uplift
+23%
ProducVvity
Strength
Energy
Health
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
DIGITAL CAN HELP IMPROVE YOUR
BRAND REACH WHILE SAVING YOU £££ AT
THE SAME TIME.
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Casestudy3–INSIGHTDRIVENMARKETING
InteracSveSurveys
‘Making Product Launch’ a bit more engaging!
CHALLENGES OF PRODUCT LAUNCH
Retailer to say YES
Lack of real local insights
(and $$$)!
RAN A 6 WEEK ONLINE CAMPAIGN
EngagingContent NichetargeSng
Developahighlytargeted‘local’shopperprofileandinsightsusingdigitalreachandmarkeVng
What products �did they prefer / buy?
Wha
t sho
pper
w
ante
d ?
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Casestudy3–INSIGHTSDRIVENMARKETING
Prefers �your �
product
Prefers competitor’s
product
What products �did they prefer / buy?
Wha
t sho
pper
w
ante
d ?
High Brand Loyalty
Low Brand Loyalty
High Brand Loyalty
Low Brand Loyalty
Their
preferen
ce
Their
preferen
ce
Their
preferen
ce
Their
preferen
ce
LOCAL �INSIGHTS�
= $$$
NICHE�TARGETING�
=�$$$
OnlineSurveysEngagingContent Nichetarge6ng
“Tryourproduct” Ifyoulike___,thenyouwillLOVEthis!
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
DIGITAL PROVIDES BRANDS THE
OPPORTUNITY TO REACH BACK TO YOUR AUDIENCE
IN A LOT MORE ENGAGING WAY.
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
DIGITALMATURITYLEVELS–MARKETINGANDSALES(HIGHLEVEL)
Skeptics Laggard
Adaptors Developing capability
For building brand awareness
§ Marketing initiated
campaigns on key online platforms
§ Basic reach and social engagement
§ Limited or no sales campaign
Drivers Competitive Advantage
For building brand loyalty and customers�
§ Digital is a competitive
advantage to drive growth
§ Marketing + Content + Sales transactions touch points into cohesive digital experience
§ Leverage digital insights to shape future online and offline campaigns
Differentiator Agile + State of the art
For building raving brand fans J
§ Digital is at the core of
the corporate strategy
§ Predictive analytics and marketing automation
§ Marketing automation to maximise Customer Life Value (CLV)
§ Seamlessly blend online and offline customer experience and sales
Proportion - 20%
Key Principles�Simplified
§ Considers digital as irrelevant for (traditional) business models
§ Have limited and under-utilized online assets
Proportion - 40% Proportion - 35% Proportion - 5%
5%value
20%value
60%value
100%value
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
WOULDYOULIKEACOPYOF….
THENSIMPLYCONTACTINFO@ENSERE.COM
HOW TO WIN IN-STORE WITH DIGITAL
WHAT DOES AMAZON’S MOVE MEAN FOR
CONSUMER GOODS?
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
RETAILORSWILLFURTHEREVOLVEDIGITALLYWITHTIME
DIGITAL ONE OF THE BIGGEST
THREATS AND ALSO AN OPPORTUNITY
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
ISDIGITALONEOFTHESTRONGESTGROWTHLEVERS?
IMPROVE SALES AND PROFITABILITY
NEW PRODUCT LAUNCHES
STRONGER CUSTOMER
RELATIONSHIP
IMPROVE RETURN ON INVESTMENT
COMPLEMENTS TRADITIONAL MEDIA
SUPPORTS INSTORE ACTIVATION
BETTER SHOPPER ENGAGEMENT
TARGETTED INSIGHTS
DRIVE �ONLINE SALES
STRENGTHENS / PROTECTS BRAND
EQUITY
FLEXIBLE �MEDIA
… AND MUCH MORE
3 …andmore
Ensere can help assess your organisation’s Revenue Management capabilities, and assist in identifying
and building a fit for purpose business case and roadmap with you for you…
Current state assessment of RM capabili6es across your organisa6on func6ons
Rapid Assessment
Cross-industry benchmarking of RM best prac6ce
Define a clear Roadmap for the RM capability based on your organisa6on’s ambi6ons and internal constraints
RGM - Vision, Scope and Plan (High Level)
Propose RM best prac6ces suitable for your organisa6on that can be integrated into your exis6ng business processes, e.g. Planning Cycles
Align on a long-term Vision & strategic focus for your RM capabili6es
Propose a fit-for-purpose Team Structure and Roles for the your RM func6on
We can help you drive the RM agenda you want…
Ifinterested,visitwww.ensere.comorcontactinfo@ensere.com
CONSULTING–TRAINING–OUTSOURCING GROWTH–PRICING–DIGITALSTRATEGY Info@ensere.com ©Allrightsreserved2016,Ensere.
Want to know more?
+44-7826899170
Founder and Director of Ensere Consulting | Award Winning Author | Speaker |
Delivering Growth | Revenue Management| Digital
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