ferrero
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24/03/2009
ROLAND VERMOOTESALES DIRECTOR
STORECHECK SEMINAR
24/03/2009
Key driver…USP…
� To consider each brand as a self-financed business unit
� To develop a strong USP as a technological barrier to competetion
� To continously develop new products by:� Identifying universal consumer needs and offering a solution
� Inventing new product concepts rather than using existing ones
� Using a high degree of innovation, never ‘me-toos’
24/03/2009
Key driver…Obsession…
� Raw materials : choice, selection and controls
� Tests before a new launch
� Freshness panel and Summer stop
Quality
24/03/2009
Group Key figures
� 7,4 billion € turnover in 2008� 20.000 employees� > 50 products � Present in 7 categories:
pralines/spreadable/industrial pastry/chocolatesnacks/dairy/drinks/pocket confectionery
� 15 plants� 100% family owned company� Self financed projects� Leadership in :Italy, Germany & France
24/03/2009
REGULAR ASSORTMENT- 15 PRODUCTS/BRANDS- 40 CONSUMER PACKS
Ferrero Belgium : Key brands
24/03/2009
TurnoverIn million euros
growth ..
� N° 2 in the chocolateconfectionery market
� Leader with Nutella, Ferrero Rocher and Kinder Seasonalproducts
� In 20 years Ferrero has multiplied by > 3 its turnover
� Double digit growthwith same productportfolio
1987 1991 1997 2002 2006 2007 2008
30.8
45.5
58.9
73.3
98.3
108.0
113,7
Ferrero Belgium : Key figures
24/03/2009
Ferrero Belgium : market results
BRING GROWTH IN THE MARKET !
TOP 16 (+3) : TURNOVER FOOD COMPANIES
TOP 7 (+5) : ABSOLUTE GROWTH
TOP 4 (+7) : RELATIVE TURNOVER GROWTH
TOP 1 : GROWTH INDEX( Share of growth/marketshare €)
N° 1 N° 2 N°1 & 2 N° 2 ….
24/03/2009
MARKET LEADER PRALINESEXPERTISE IN SEASON-MANAGEMENT
EXPERTISE IN PROMOTIONMANAGEMENT
Ferrero Belgium : know-how
24/03/2009
Ferrero Belgium : Organisation<2003 Status
KAM+FIELD
=
EXPERIENCE
COMMITMENT
COVERAGE
SERVICE
PROMO DRIVEN
TRADE MARKETING=
PROMO MANAGEMENT+ COMMERCIAL PLAN
KAM + FIELD
24/03/2009
CASE « SUMMER »
DIAGNOSTIC
24/03/2009
1 ECONOMIC STATUS : FERRERO, A COMPANY WITH 2 DYNAMICS
2 TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER
3 CONSUMER STATUS : TOP BRANDS WITHIN CATEGORY, BUT ……
REASON WHY ??
4 SHOPPER STATUS : CATEGORY WITHOUT LIMITS, BUT…..
STATUS
24/03/2009
Turnoversplit Ferrero 2006
91
135
103
71 7066
41
93
113
160
147
111
January February March April May June July August September October November December
� Ferrero monthly turnover driven by season: 80% of turnover in 8 months
� But fixed costs during 12 months : sales force, warehouse, housing, ...
� Organisation: peaks and downs, technical unemployment,…
� Date sensitive business
� Monthly P&L
79,4%
20,6%
Turnover '06
SPLIT TURNOVER FERRERO
April-julyAugust-March
1 ECONOMIC STATUS :FERRERO, A COMPANY WITH 2 DYNAMICS
24/03/2009
1
Expertise and strengthduring season
N°1 and driver of the category
REGULAR ASSORTMENT- 15 PRODUCTS/BRANDS- 40 CONSUMERPACKS
FRESHNESS POLICY
SUMMERSTOP
ECONOMIC STATUS : FERRERO, A COMPANY WITH 2 DYNAMICS
24/03/2009
……
Confectionery and sweet products represents +/- 12% of FMCG turnover but during
summer months dynamism drop-off (+/- 10%) :
- less SKU’s => space on shopfloor/shelf/….
- less rotations linked to consumption habits …or abilities
- trade priority : soft drinks, barbecue…..
OUTPUT SUGAR&CHOCOLATE CONF. MARKET €: Index vs average
94
108
125121
8883
6569
8993
108
134
123
w1-5 w6-9 w10-13 w14-17 w18-21 w22-25 w26-29 w30-33 w34-37 w38-41 w42-45 w46-49 w50-01
Sugar&Choc Market '06
TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER2
24/03/2009
HIGH TOP OF MIND , STILL INCREASING, BUTLOW RECRUITING …..
KINDER BUENO: CANDYBAR FOR YOUNG ADULTS
TOPPER WITHIN CANDYBARS, BUT LINKED WITHKINDER CHOCOLATE AND SURPRISECHILDREN IMAGE
3 TOP BRANDS WITHIN CATEGORY, BUT ……FEW WITHOUT CHOCOLATE (quality risk) AND …
THE SUMMER PRALINES (without chocolate)OF FERRERO: LOW AWARENESS
CHOCOLATE SNACK
24/03/2009
4 SHOPPER: CONFECTONERY, A CATEGORY WITHOUT LIMITS
When you see, you buy! What is the closure rate?
Only 48% of confectonery shoppers plan it!
45%
30%
20%
6%
0% 20% 40% 60%
the actual product that waspurchased
a particular type
only the purchase ofconfectionery in general
only the brand
in percent of cases
28%
32%
12%
2%
9%
17%
0% 5% 10% 15% 20% 25% 30% 35%
always (6)
never (1)
%
Very often (5)
sometimes (3)
often (4)
Nearly never (2)
BUT CONFECTIONERY SHOPPER HAS NO EXCITEMENTSDURING SUMMER TIME
24/03/2009
CASE « SUMMER »
OBJECTIVE
24/03/2009
Objectives:
360° Project evolving the whole company
Create during the summer months, additional turnover for the category without hurting regular business
Using the « Marketing Mix summer project » for brand building on the regular brands
Create category dynamism : concept
AND
Create internal and external « goodwill » and « breakthrough » for the trade marketing dpt
1
2
3
4
5
24/03/2009
CASE « SUMMER »
THE PROJECT
24/03/2009
1 PRODUCTS: BESIDES OUR REGULAR RANGE, IN-OUT FOR 4 MONTHSSPECIFIC SUMMER PRODUCTS
2MIX MEDIA ADVERTISING SUPPORT: USING NEW COMMUNICATION TOOLS TO COMMUNICATE PRODUCT DYNAMISM
4
ACTION PLAN :
3 NO PROMOTION SELLING BUT CONCEPT SELLING
DEVELOPPING FLOOR CONCEPTS : FROM HYPERMARKET TO PROXIMITY
5 DYNAMICS OF ALL : FERRERO-TEAM
24/03/2009
SUMMER TASTE: IN-OUT PRODUCTS TO BRING DYNAMISM
SUMMER PRODUCTS: NO PROBLEMS WITH QUALITY WHEN SUMMER HEAT
1 PRODUCTS: BESIDES OUR REGULAR RANGE, IN-OUT FOR 4 MONTHSSPECIFIC SUMMER PRODUCTS
24/03/2009
Targeted projects with limited investments to create awareness and trial
2MIX MEDIA ADVERTISING SUPPORT: USING NEW COMMUNICATION TOOLS TO COMMUNICATE DYNAMISM OF PRODUCTS
24/03/2009
SUMMER APPROACH WAS THE OPPORTUNITY FOR TRADE-MARKETINGTO DEEPEN A RELATIONSHIP WITH TRADE :
Before:
- Contacts where based on promotion and seasonal discussion- No launches in the last 5 years- Not perceived as full 360° supplier
Now:
- Relationship based on facts and figures has been built : adding value to the category- Ferrero is now not only perceived as the company of Nutella, Christmas andEastern but also as a full 360° supplier
- Shopper love to eat confectionery products also in summer time
3 NO PROMOTION SELLING BUT CONCEPT SELLING
24/03/2009
PRODUCTS PRESENTATION DECLINED FOR ALL CHANNELS
PROXIMITY
HYPER SUPER
4 DEVELOPPING FLOOR CONCEPT FROM HYPERMARKET TO PROXIMITY
24/03/2009
CASE « SUMMER »
RESULTS
24/03/2009
Turnover increased with 49% in 2 years, better split of turnover between months
Increase of warehousing activities : +28% of cartons, +17% of pallets movement…
79,4%
20,6%
76,4%
23,6%
Turnover '06 Turnover '08
SPLIT TURNOVER FERRERO
April-julyAugust-March
April-JulyAugust-March
+28%
+49%
Turnover increase 08 vs 06
ECONOMIC STATUS :FERRERO, A COMPANY WITH CHANGING DYNAMICS1
24/03/2009
TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER
OUTPUT NIELSEN €: CHOC.&SUGAR CONF. Index vs Avg
121
85 83
6569
8993
108
134
123121
8187
8177
8893
107
130
115
w14-17 w18-21 w22-25 w26-29 w30-33 w34-37 w38-41 w42-45 w46-49 w50-01
Sugar&Choc Market '06
Sugar&Choc Market '08
The gap versus average decreases during april-june
2
24/03/2009
TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER
MARKETGROWTH IN APRIL-JUNE
• Market of Choc & Sugar Confectionery increased by 9% (vs + 5% YA)
• Chocolate Confectionery now represents 11% of FMCG (vs 10% before –still 1% gap)
Output 06 Output 08 Growth %Market 57,90 63,1 5,2 m 9,0%Ferrero 4,2 6,5 2,3 m 54,8%
Share 7,3% 10,3% 44,0%
Output in Million €
2
24/03/2009
+ 19 % Output Open Market
+ penetration: 12.7->16.4
+ 166.000 new consumers
+ purch.frequency 2.6=>3…
+ 40% Output Open market
+ penetration: 11.7=>15.7
+ 180.000 new consumers
+ 53%=>59% repeaters
+…
Results :
2ND BRAND IN MARKET
CONSUMER/SHOPPER STATUS : TOP BRANDS WITHIN CATEGORY3/4
24/03/2009
Marketing
SupplyChain
IT
PromoAnalyses
Finance
Management
P&L
Nielsen
GFK
TradeMarketing
Ferrero Belgium : Trade Marketing Team
LISTEN
UNDERSTAND
COLLECT
ANALYSE
STRUCTURE
INFORM
NOURISH/FEED
INVOLVE
ADDED VALUE
Quality
Promotion
Price
Shelf
Distribution
COMMERCIAL PLANKAM + FIELD
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