tmc corporate presentation 2015
Post on 13-Jan-2017
314 Views
Preview:
TRANSCRIPT
Winning @The Point of Sale
SPAIN – BRAZIL – USA – VENEZUELA – ARGENTINA - MEXICO – COSTA RICA
TMC has more than 19 years of experience in the design and implementation of solutions for Consumer Goods and Retail Industries in the areas of sales, distribution, trade and shopper marketing.
We are an international network of recognized senior professionals and business school teachers.
Our teams counts with extensive experience and knowledge in Latin America
We offer integrated solutions from diagnosis up to execution
Who are we?
An International Network of Go to Market, Trade & Shopper Marketing Experts
Where are we?
VALENCIA - CENTRAL OFFICE
RIO DE JANEIRO
BUENOS AIRES
CARACAS
MIAMIMONTERREY
SAN JOSE
Our Competitive Advantages
The quality and seniority of our global partners directly involved in projects from the outset
The simplicity of solutions and methodologies provided by highly experienced professionals
The highly competitive value equation
Customised support all the way up to implementation
Regional capabilities
Some of our Clients
INDUSTRY RETAIL
Femme Care. Infant Care. Toilet paper. OTC. Personal Care. Snacks Retail.
Foods. Diary. Beverages (Beer, CSD,
others). Tobacco. Liquor. Telecommunications. Home Care.
Summary of Knowledge & Expertise
CATEGORIES TRADE CHANNELS
Off Premise Supermark
et Minimarke
t Convenien
ce
On Premise Bar - Disco Restaurant
s Cafeterias
ORGANISATION DEVELOPMENT
SHOPPER & TRADE UNDERSTANDING
WHERE TO WIN
Product Portfolio - Core Areas
• CUSTOMER SEGMENTATION• ROUTE TO MARKET DESIGN• SUPPLY CHAIN
ORGANISATION DEVELOPMENT
HOW TO WIN
• ORGANISATIONAL MODEL• PROCESS AND TOOLS• TRAINING & DEVELOPMENT
• SHOPPER PROFILE & BEHAVIOUR
• SHOPPING OCASSIONS• B2B PROFILING & PURCHASE
PROCESS
• STRATEGIC PLANNING• JOINT ACCOUNT PLANS• C&S ACTIVATION PLANNING
SHOPPER & TRADE UNDERSTANDING
WHERE TO WIN
Product Portfolio - Core Areas
• SHOPPER PROFILE & BEHAVIOUR
• SHOPPING OCASSIONS• B2B PROFILING & PURCHASE
PROCESS
• Age• Gender• Civil status• Education• Address
WHO ARE THEY?
• Shopper are mainly MALE (66%)
• The average age is 37 years old,
• Very low incidence of individuals below 18 years old
• They are mostly employees (61%) and a Professional Level (48%)
• Spend about of 15min per visit in stores with Food vs 6min avg.
• 76% of Shoppers arrive in their own vehicles
• 62% got directly into the store without buying Gas
Fast & Simple
Increase visibility of
core categories
Reduce ordering,
payment and preparation
time of Food Service
Available Parking
Update operational
manual of the Franchise with clear guidelines to regulate the use of Parking
Space in front of the Stores
FACTS AND IMPLICATIONS
SHOPPER PROFILE SHOPPER & TRADE
• Decision Tree• Related products• Ticket Value• Product format
HOW DO THEY SHOP?
FACTS AND IMPLICATIONS
SHOPPER BEHAVIOUR SHOPPER BEHAVIOUR
• Link to consumption occasions
• Most relevant Skus and promotions
• Ticket value and size
• Day of the week, Time of the day
• Alone vs Together with family/friends
WHEN DO THEY SHOP?
Consumption Occasions Shopping Occasions
MORNING PLAN
DAILY CONVENIENCE
BEFORE HOME
EMERGENCY SHOP
Moment of Truth
68% of Juice Volume is sold in the Morning, together with Food Service.
Second most relevant moment is Before Home
which represents 25%, in bigger formats
SHOPPER OCCASIONS SHOPPER OCCASIONS
B2B Purchasers Profile – Behavior - Occasions
• Shopper profile by channel• Most relevant Skus and
promotions• Ticket value and size• Day of the week, Time of
the day• List vs POS decisions
HOW DO THEY SHOP?USER PROFILE CHANNEL PREFERENCE
INDUSTRIES
PROFESSIONALS
SHOPPER OCCASIONS
FAMILY MEMBER OR HOUSE EMPLOYEE
CONSTRUCTORS
HOME CENTRE
SPECIALIST STORES
NEIGHBORHOOD STORES
DISTRIBUTORS
How do they shop?
Product Portfolio - Core Areas
WHERE TO WIN
• CUSTOMER SEGMENTATION• ROUTE TO MARKET DESIGN• SUPPLY CHAIN
WHERE TO WIN
What is the most profitable segment and how is the product consumed in those occasions?
CUSTOMER SEGMENTATIONBased on Consumption Behaviour
WHERE TO WIN
ON PREMISE
WHOWHAT HO
WWHENHOW MUCH
WHEREWITH WHOM
1.351Segmented
Customers30DAYS
CUSTOMER SEGMENTATIONBased on Consumption Behaviour
WHERE TO WIN
CUSTOMER SEGMENTATIONBased on Commercial Variables
WHERE TO WIN
Methodology
Management Model
Organisational Model
Process Model
Implementation Plan
• Reduce Head Count• Optimize Cost to Serve• Improve Executional
Excellence Level• Block Competitors in low
profitable and/or high risk areas
Objectives Tools
ROUTE TO MARKET DESIGN Territory Franchising Model
WHERE TO WIN
Deliverables: Structure - Processes - Financial Assessment
Clear step by step process to implement the recommended
solution
ROUTE TO MARKET DESIGN Territory Franchising Model
WHERE TO WIN
Improved ModelPrevious Model
Prompt Sales
Pre Sales Own Delivery
Prompt Sales
Pre Sales Tele Sales
Third Party Delivery
Deliverables & Results
• New Logistic Processes, Responsibilities and Role Profiles
• Selection of Logistic Operator
• Definition of KPI’s• Compensation Model
-25%Cost to Serve
ROUTE TO MARKET DESIGN More Efficient Alternatives to Sale & Deliver your Products
Product Portfolio - Core Areas
HOW TO WIN
• STRATEGIC PLANNING• JOINT ACCOUNT PLANS• C&S ACTIVATION PLANNING
HOW TO
WINSTRATEGIC PLANNING
Planning & Coordinating Mechanism
Objectives
• Align Cycle Commercial Planning W/ Annual Planning and S&OP.
• Design a market-driven S&OP
• Assure adequate market understanding and programs and initiatives evaluation.
Deliverables
HOW TO
WINRETAIL & SUPPLIERS COLLABORATION
Joint Category Plans Approach
MethodologyObjectives
• Improve understanding of C-STORES business dynamics:
shopper behavior category performance store operation
• Identify the maximum Business Potential by Category, Segment and Stores
• Strengthen business relationship between Key Suppliers, Accounts and Franchisees
• 900 Shopper Interviews• 350 Shopper Observations• 350 Food Service Shoppers Interviews• Basket Analysis of 6,5 Million tickets
• 10 Stores nationwide
• First Workshop
• Desk Research
• Second Workshop
HOW TO
WIN
Deliverables
KEY CATEGORY PLANSNote: alternative approach is used for Industry driven Plans across channels
RETAIL & SUPPLIERS COLLABORATION Joint Category Plans Approach
HOW TO
WIN ACTIVATION PLAN: CUSTOMERS & SHOPPERS (C&S)
MethodologyObjectives
• What are the most relevant incentives to motivate target to:
a. Buy more
b. More expensive
c. More frequently
• What are the most effective mechanics to deliver those incentives?
a. Sampling
b. Instant Win
c. Collectable
d. Raffle
• What is the required frequency of contacts to achieve the desired target response?
HISTORICAL ANALYSIS
DESK RESEARCH
INTERVIEWS
STATISTIC CORRELATION
CYCLE PLAN
Build a well balanced annual
calendar by store
segment, channel or
account
Validate with
Category Leaders
and selected
customers
Impact on Headcount,
Processes, Roles and Responsibilities
ORGANIZATION
PILOT
Optimize model in a controlled
environment before rolling out
HOW TO
WIN
DeliverablesLIST OF MOST EFFECTIVE PROMOTIONS
LIST OF KPI’S
CYCLE PLANCORRELATED PRODUCTS
PRODUCT 1
PRODUCT 2
PRODUCT 3
ACTIVATION PLAN: CUSTOMERS & SHOPPERS (C&S)
Product Portfolio - Core Areas
ORGANISATION DEVELOPMENT ORGANISATION DEVELOPMENT
• ORGANISATIONAL MODEL• PROCESS AND TOOLS• TRAINING & DEVELOPMENT
ORGANISATION
ORGANISATIONAL MODEL: Development of a Sales & Trade Marketing Organization
Methodology
ANALYSIS OF SALES FUNCTION
PROCESSES MODEL DESIGN
ORGANIZATIONAL STRUCTURE DESIGN
ROLE PROFILE
CH
AN
GE
MA
NA
GEM
ENT
PLA
N
Tools
ORGANISATION
Tools
ORGANISATIONAL MODEL: Development of a Sales & Trade Marketing Organization
TRAINING AND DEVELOPMET
PARTNERSHIP TO OFFER AN
INTEGRATED COMMERCIAL
TRAINING SOLUTIONS
ORGANISATION
TRAINING & DEVELOPMENT
What is it?
The In-Company Business School is a revolutionary education concept specially designed for mid-senior managers and directors of the Commercial Area.
Training programs are designed by recognised teachers and consultants from the most renowned International Business Schools.
It is an integral training solution customised to the needs of each company.
Specialities
• Marketing• Sales• Field & Account Management• Customer Service• Trade & Shopper Marketing• Marketing Finance • Supply Chain & Logistic• Management and Commercial
skills
Models
• IBS Programs• Adjusted Programs• Exclusive Programs
ORGANISATION
Objective
Develop knowledge and world class skills in the areas of Strategic Planning, Execution Excellence in the Stores, Category Management and Customer Development.
Developing a cognitive and attitudinal platform in the commercial area to achieve excellence in the Trade Marketing team from day one in the company.
Contribute to motivation and retention of the best talent in the area of Trade Marketing
Program StructureMODULAR APPROACH
TRAINING & DEVELOPMENTAdjusted Program: Trade Marketing Excellence
ORGANISATION
Objective Program StructureMODULAR APPROACH
TRAINING & DEVELOPMENTExclusive Program: Optimizing Promotional Sell Out
At the end, our students receive the
certificate
European Union
IBSEducational Institution of Spain recognized by the
Consulting Team
Consulting– Since 1996 is CEO of TMC Consultores, based
in Valencia, Spain.
Extensive Experience across:
– Consumer Products and Retailers– European and Latin American markets– End Market, Regional and Global structures– Trade channelsKey Specialities include:
– Sales and Distribution models– Trade & Shopper Marketing– Trade channels development– Trading terms and conditions– Retail Operations and Finance– Optimization of organizational structures
Line Management and Background
– British American Tobacco (BAT) 7 years, PepsiCo, Seagram´s, Mavesa.
– Professor IESA: Key Account Management, Trade Marketing and Sales Planning
– VP Business and Professor EEG– Professor of Post graduation in Marketing –
UNIMET– Bachelor of Science in Arizona State University –
Marketing and Business Administration
Extensive functional and line experience in Marketing and Sales:
• Group Brand Manager – Seagram’s and Mavesa, Venezuela
• Trade Marketing Development Manager – British American Tobacco, Venezuela
Speaks Spanish (native tongue) and English fluently
JUAN MANUEL DOMINGUEZ - SPAIN
Consulting– Partner TMC USA
Extensive Experience across:
– Latin American markets– Local, Regional and Global management– Tobacco, Beverages and Food categories– Board of Directors
Key Specialities include:
– Shopper Marketing– Strategic Planning– Trade Marketing & Distribution– Regulatory Affairs– Organizational Transformation
Line Management and Background– General Manager of BAT México– Marketing Director BAT Venezuela– Country Manager of PMI Brazil– Board of Director José Cuervo International– Board of Director Hospital Christus Muguerza– Board of Director Zapoint Inc
Background
• BA International Business, Thunderbird School of Global Management
• BA Government – History, University of Arizona
Speaks English, Spanish and Portuguese
RICHARD SUCRE - USA
CARLOS IGNACIO ALFONZO - BRASIL
Consulting– Associate Consultant of Kantar Retail, Grupo
361 USA and Compass Mkt since 2011– Recently assigned as Director of TMC Brazil.Extensive Experience across:
– Tobacco and Beverage Industry– Latin American markets– End Market, Regional and Global structures– Trade channels with focus in Convenience
stores.
Key Specialities include:
– Shopper Marketing and retail communication– Category Management– Strategic Planning and Insights– Customer Segmentation– Negotiation
Line Management and Background
– British American Tobacco (BAT) 16 years– BA Industrial Engineering (UCAB) – Master in Marketing (IESA) with Honours
Extensive functional and line experience in Marketing and Sales:
– Regional Business Development and Key Account of Americas – Brazil
– Head of Global Customer Engagement - UK– Head of International Brands - Brazil– Head of TMD, Strategic Planning and Insights -
Argentina– Head of TMD – Venezuela
Speaks Spanish (native tongue), English and Portuguese fluently
FRANCISCO TELEÑA S. – US (Miami)
Consulting– 8 years of experience in management
consulting industry (STO Trade Marketing Service and Everest Sales & Marketing Consultants).
Extensive Experience across:
– Consumer Products and Retailers– Latin American markets– End Market, Regional and Global structures– Trade channels with focus in Modern TradeKey Specialities include:
– Category growth strategies– Customer & channel investment strategy– Customer & channel business planning– Shopper insights activation– Strategic development of promotions– Total Demand Management Organisation
Development
Line Management and Background
– FMCP (9 years) – Unilever and Alimentos INVEPA.
– Professor of Category Strategy and Brand Marketing Plan, Trade Marketing and Key Account Management – CENDECO (UNIMET).
– Mechanical Engineer (UNIMET) with Executive MBA (IE Business School) and AMP (INCAE).
Extensive functional and line experience in Marketing and Sales:
• General Manager – Alimentos INVEPA• Business Manager – Unilever• Trade Marketing Manager - Unilever• Key Account Manager – Unilever
Speaks Spanish (native tongue) and English fluently.
JUAN CARLOS BASCOPE. – MEXICO
Consulting– 5 years of experience in management
consulting industry (Strategic Planning, commercial and marketing capabilities).
Extensive Experience across:– Consumer Products and Retailers– Latin American and North American markets– End Market, Regional and Global structures– Trade channels with focus in Modern TradeKey Specialities include:– Strategic Planning (Brand-Category-Portafolio
Strategy) (Channel/Trade plans, Brand Plans, Category Plans, Joint business plan)
– Assortment and Visibility at the Point of sales– Trade Terms and Pricing– Shopper, client and consumer insights
activation– Strategic development of promotions– Advance Negotiation– Customer Finantials– General Trade, Route to Market and Value Chain
modeling and Customer Segmentation.
Line Management and Background
– FMCP (25 years) – Unilever and Alimentos Polar and Mavesa.
– Mechanical Engineer (A&M University, Texas, USA) with Executive MBA (INCAE, Costa Rica).
Extensive functional and line experience in General Management, Marketing and Sales:• General Manager and Board member – Unilever
ANDINA• Commercial Capability manager Americas–
Unilever• Sales Director - Unilever Venezuela• Marketing Manager– Mavesa- Venezuela• Promotional Manager- Mavesa- VenezuelaSpeaks Spanish (native tongue) and English fluently.
SERGIO SIMONETTI – BRASIL / ARGENTINA
Consulting Extensive experience across:
– Industries and Services, such as Foods and Pet foods, Beer and beverages, Tobacco and confectionary, Music and videos, Education and Consultancy services.
– Multiple channels and markets (Europe, USA, Latin America / Distributors, Grocery Retailers, Wholesalers and Hyper/Supermarket Chains)
Has led numerous projects to reorganize marketing, distribution and sales structures with focus on results
Board member for companies in several market segments;
Key specialities include:
– Marketing and Communication Plans
– Trade Marketing
– Sales and distribution strategies
– Category management
– High level Negotiation Language : Portuguese (native language), Spanish
and English
•
Line Management and Background
Sales and Marketing Manager and Director : Brahma (Inbev), Philip Morris / Kraft Foods Mars Group / Master Foods, Virgin / EMI
Entertainment Marketing, Sales, Trade Marketing, Key Account
Management expertise. Pioneered in Brazil the Confectionary operation of
Mars ; Brazilian's representative for worldwide best practices
sharing, in Mars Group for “impulse” experiences MBA professor and consultant for Getulio Vargas
Foundation Business School; More than 10 years representing Kantar Retail (before
Glendinning) in Latam. Writer/Books: Conheça seus SHOPPER O Poder compartilhado no PDV Trade Marketing. Estratégias
e Práticas para o PDV
Consulting– Partner TMC Consultores Costa Rica
Extensive Experience across:
– Tobacco and Telecommunications Management
– Latin America Markets– Distribution Management– Trade channelsKey Specialities include:
– Sales and Distribution strategies– Trade Marketing– Distributors Management– Negotiation– Retail Operations
Line Management and Background
– British American Tobacco (BAT) 18 years– Corporación Digitel 4 years– Economist (UCAB-Venezuela)
Extensive functional and line experience in Marketing and Sales:
• Group Brand Manager – BAT• Trade Marketing Development Manager – British
American Tobacco, Venezuela• Regional Brand Manager Pall Mall & Viceroy- BAT,
Latin America• Head of Global Organization, Process and
Systems for Trade Marketing- BAT, London, UK• Trade Marketing and Sales Director- BAT,
Colombia
Speaks Spanish (native tongue) and English fluently
OSCAR GONZALEZ CALVO- COSTA RICA
We turn your challenges into solutions
We want to hear about your Biggest Commercial concerns and challengesso we can prepare a business proposalto quickly revert the situation and accelerate growth!
www.tmcconsultores.comcontacto@tmcconsultores.com
top related