best practice sharing example: poland intelligent promo – fuel with statoil objectives of the...
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Enabling Excellent ExecutionE3
Best Practice Sharing example: Poland Intelligent Promo – Fuel with STATOIL
Objectives of the in-store initiative:
Implement on Polish market Intelligent Promo which brings significant grow of ENR MS
Solution: IP with fuel Promo mechanism: Buy ENR batteries and you will receive 15gr
discount for fuel per one liter on Statoil petrol Main objective: Increasing MS by maximizing: number of SE and NSD in TT
Learning’s & ‘Hints & tips’:
Teamwork
how we might work with Customers
Prepare a clear benefits orientated selling story
Add comments about how we might continually
Improve
Field/Merchandising teams might help Execution
Field force education and engagement is crucial. Used much more prepacked displays vs. LY help to build impactful visibility in store, avoid stock problems
Challenges: Find the promotion with WIN- WIN for ENR, Partner &
Retailers Implement promotion on very aggressive FGOP and
discount promotions market. Buster the myths that there is only one way in this
category: FGOP or discount promo Convince buyers that IP is better and stronger then
competitors activities
What you did to overcome: Found consumer insights: Focus group to find the best IP Prepared selling story with strong argumentation: examples
of LY IP, data that showed how strong is our promo, consumer insights
Investment & Resources:
Focus Group ATL: Internet & PR campaign POS and displays production Sales force introduced to materials in store
What has been measured? • Sell out results (value & volume)• MS• No. of displays
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Enabling Excellent ExecutionE3
Sellout results This provides simplicity & consistency in reporting
During IP ENR grow both volume and value +15%/+25%
+15%+4%
-11%
-22% -25%-1%
+2%
+7%
+25%+2% +4%-25%
Source: Nielsen
Confidential! Internal Energizer use only
Enabling Excellent ExecutionE3
Market Shares
…In spite of high competitors activities we strengthened leader position!!!!
During that period we had the best shares ever
GLOBLOTTO
GP 4+4; 4+1
Duracell 6+2 4+2; 3+1
Varta 4+4; 4+1 PL 8+8 in CRF
PANASONIC 4+4, 4+2, 3+1
PHILIPS 4+2
STATOIL
GP 4+4
Duracell 4+2; 8+4
Varta 4+4; 4+2
PL 8+8 in CRFPANASONIC 4+4, 4+2& link saver 1+1, 3+1
PHILIPS 4+2
Source: Nielsen, Focus reports
Confidential! Internal Energizer use only