Danone OceaniaCampus Stories

“Inside each of us is a natural- born storyteller, waiting to be released.”

-- Robin Moore, author

Video

Using Stories and Building Rapport

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with Belinda Reynolds

Video

Using Stories to Make a Point

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with Amjad Ali Salahuddin

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Video

Telling a Story of Why Specialised Nutrition?

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with Judy and Talei

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Video

Using Stories to Make A Point

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with Nirmala Goonewardene

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Video

Using Stories to Make a Point onWhy ANZ Should Have Control Over

the Forecast for China

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with Craig Trainor

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Antonio Melillo

Case Study

Scenario:How do you convince, the local CODI that faltering growth category needs dedicated time of the field sales team

Assumptions: • Current size of business: $5M • Size of opportunity: $5M (100% Growth) • Time needed: Split sales call equally between functions (GI, Allergy, Faltering Growth) 33% Each

Story Type: Motivate Change Story

Story: 1.) State your point to motivate change

Did you know, that there are HCP that do not have the right knowledge about our products, and are given parents incorrect information on how to use them for Cystic fibrosis, Cerabyl Palsy and Pre term.I invite you to imagine, to our brand reputation if a child dies whilst using one of our products incorrectly.

2.) Share negative story where change wasn’t implemented

Well we came very close ….

A couple from Christchurch, new Zealand, who are parents of an 11 month old baby, Ayla with Cystic fibrosis.The condition means that their baby is fed through a feeding tube, attached to the babys stomach. Every night, they parents have to set up the feed, so that their baby receives continuous nutrition.

One night, in February of this year, the parents attached the feed, just like any other night, however this time, they accidently gave Ayla the wrong Nutrini feed with the wrong flow rate. Could you imagine their horror, when several hours later Aylas parents heard unusual noises and found her twitching and turning blue. CPR was given by the father until the ambulance arrived. Ayla had seizures and arrested, but thankfully the paramedics were able to ressuate her and bring her back to life.

Antonio Melillo

Case Study

3.) Share how we could avoid the negative impact through the introduction of the change

How on earth did this happen? There is a lack of knowledge and awareness on the differences and correct usage of our products which meant the HCP did not give the parents the correct guidance. If our sales team had more time, to educate the HCPs, they would in turn then provide the correct information to the parents, then this whole incident could have been prevented.

Because the financial opportunity Is not as big with life threatening, serious conditions such as Cystic Fibrosis, our team is being asked not to focus on it, and focus instead on more profitable, less serious diseases such as allergy and GI.

4.) Open Question

Is it acceptable for you, to see these issues happen again? And having our product linked to this?

5.) Offer change assistance

I invite you to consider the need to give more time to our field team to cover these very serious issues as part of their core calls with HCPs

One night, in February of this year, the parents attached the feed, just like any other night, however this time, they accidently gave Ayla the wrong Nutrini feed with the wrong flow rate. Could you imagine their horror, when several hours later Aylas parents heard unusual noises and found her twitching and turning blue. CPR was given by the father until the ambulance arrived. Ayla had seizures and arrested, but thankfully the paramedics were able to ressuate her and bring her back to life.

Talei Presland

Case Study

Scenario:Due to Project Protein the business has made the decision to move manufacturing from New Zealand to Papua New Guinea

Assumptions: • Everyone in the NZ factory will either be redeployed to a new position within the global Danone business or made redundant with the support of finding new job opportunities outside of Danone • This is the first meeting where we are presenting the changes to the organization so the purpose is to present the why and need for change • Factory change will result in 50% cost reduction and improved Carbon footprint. Half the product lines will be manufactured from recyclable packaging • Invest 10% of savings into employee wellbeing – redundancy packages, securing 1 year of pay, onsite job placement consultants, helping to win new interviews and jobs, supporting emotional wellbeing, first line response to supporting job roles within Danone

PATTERNS USED STRUCTURE:

1. HOW HAVE THINGS CHANGED FROM HOW THEY USED TO BE

• Today’s consumer is looking for purpose driven brands and how brands and companies impact society. • There is a big social responsibility on companies such as Danone to ensure we deliver a business that is sustainable to our consumers and our planet hence the launch of our tag One Planet / One Health • Global organization Danone need to remain competitive in providing a sustainable supply of products to all our Asian markets • Sourcing of raw materials at an optimal price is makes it difficult due to the proximity of NZ to the wider global and hence this is no longer a competitive advantage • New Zealands geographical location makes it challenging to service wider communities – including raw materials, cost of product, transportation etc back to the markets

2. THIS CHANGE HAS INTRODUCED A PROBLEM

• Despite cost efficiencies, benefit to the consumers and planet, employees are left in shock about what their future holds

Talei Presland

Case Study

3.) TELL A STORY OF SOMEONE WHO IS IMPACTED BY THAT PROBLEM

• Today the news comes as a shock to all of you and I can relate with each of you as this story was shared with myself two weeks prior. • The emotions that were felt when this news was shared with myself were that of anger and concern about how I would provide for my family, • But my philosophy is that to be strong and resilient in times of change we must look for the silver lining. • I know the company is putting in the necessary actions to support each of us through this challenging journey. • The first level of support is around people well being: The business has committed to Invest 10% of savings into employee wellbeing – redundancy packages, securing 1 year of pay, onsite job placement consultants, helping to win new interviews and jobs, supporting emotional wellbeing, first line response to supporting job roles within Danone. We have also secured contracting roles with other New Zealand companies ensuring ¼ of our people can move today to ensure continuity of pay. • The second level of support is about delivering to our One planet One health mission - Factory change will result in 50% cost reduction and improved Carbon footprint. Half the product lines will be manufactured from recyclable packaging. • Whilst this change is a mammoth task to comprehend we believe a proactive approach will enable us to be more sustainable in the future and to deliver to our ambition of One Planet / One Health • The next step in the process will be the consultation phase – where we will personalize this communi cation to align with your needs and any questions you may have. You will receive a time in the next 12 hours on the next stage • Thank you for all attending at such short notice

4. TELL HOW WOULD THAT PROBLEM CEASE IF YOUR PRODUCT OR SERVICE EXISTED Team members:m • Amjad Salahuddin • Talei Presland • Bhrigu Bhaskar

Rob Hill

Case Study

Scenario:You are restructuring the business and in the process, need to make four people redundant. The person you are speaking with is one that has been made redundant and has been working with the business for the past 25 years.

In late 2017 I was part of a project team led by external consultants to understand the inefficiencies of having two separate business units across the ANZ market.

It’s unfortunate that one of the key issues identified was a duplication of roles in our accounts department that can now be merged as part of moving to one business unit.

It saddens me to tell you that your role within the business merger process has been made redundant. I would like to take this time to explore your opportunities and options as we begin to implement this process.

I understand you may be feeling shocked right now, however we can explore opportunities to turn this into a positive and I’d like to take this time to discuss potential options and opportunities to remain within the business if you choose to do so.

I mentioned this can be a positive experience as I have been through something similar in my past role that ultimately turned into a real positive opportunity. When I was in London back in 2010, my role was made redun-dant and I was in complete shock. Fortunately, I worked with my manager and identified an opportunity to move to the other side of the world to Sydney, where I got the chance to work in a much bigger category with much more chance of progression through the organization.

This is a decision I made, and something you may choose to consider as we currently have an opening in our dairy office in Melbourne. If relocation isn’t an option for you we can work together to explore further options. Your value and loyalty over the past 25 years has not gone unrecognized, therefore to help you through this time, if you choose not to relocate, we are willing to offer you a redundancy package that reflects all your commitment and hard work over the past 25 years.

To reiterate, this may seem as a shock now, however I’m willing to work with you over the coming days to ensure we can find the best way forward for you.

Rob Hill

Case Study

Assumptions:

• Employee works in accounts and there are job opportunities in different divisions and different markets and our employee can competently fill these roles • Merging of ELN and AMN has led to duplication of roles

How have things changed from how they used to be:

• Inefficiencies in headcount due to double up on GP visits • A&P duplication on the same thing • Products competing vs. each other • Global initiative to merge the two CBUs

Story patterns used:

• How things have changed -> two business units to one • Problem -> duplication of roles • Impacted by problem -> employee and manager before him / her • Problem cease -> two options • The story proposition (make me money) • Followed key message story framework

Team members: • Rob • Esha • Silvie

Richard Dobson

Case Study

Scenario:With SN integration there has been an increase in the complexity for the supply chain function: • 9 SKUs to +300 • Increase in the number if supply points • High volume & volatility in SKUs • Long lead times

The lack of a sophisticated planning system is leading to a very manual approach to supply chain management leading to: • Errors that cause the business to miss sales or write off stock • Additional stress & burn out on key personnel

The situation cannot continue

Assumptions:

• A system upgrade can manage planning & forecasting 80% of the portfolio. AMN is a high SKU business with low volatility, ELN is a low SKU business with high volatility • APO is not a sophisticated system. Cannot predict the ELN 9 SKUs due to volatility. But it can manage most small AMN SKU as they are not as volatile. • More sophisticated systems available for reporting & insights.

Story type: Launch Story

1. HOW HAVE THINGS CHANGED FROM HOW THEY USED TO BE

When we were the ELN business, 80% of our business, 350mE came from 9 keys SKUs. The demand planning was highly complex driven by highly variable export demand. This was manageable because there was a low SKU count. From January 2019 we became SN – went from having 9 key SKUs selling 350mE to 300+ SKUs selling 450mE. This introduced a problem; our current management system requires a level of manual input for all SKUs regardless of the volatility of each products demand. The resource which was dedicated to the 9 power SKUs is now distributed to all 300+ SKUs resulting in…

Let me take you back to September last year where the day to day was a constant struggle for our demand and supply teams. On shelf availability was poor, our customers were frustrated and our consumers were losing trust in our brands. The mood in the team can be summed up by a single quote, “I feel disempowered by the situation: Fast forward 8 months the responsibilities of the team haven’t changed but the volume of skus within scope has increased 10 fold.

Richard Dobson

Case Study

2. THIS CHANGE HAS INTRODUCED A PROBLEM

Increased complexity and sku count has resulted in our demand and supply team being even more stretched

Solution • SKU segmentation – to help identity the 20% critical SKUs across the portfolio where 80% of the resource must be dedicated. • A new sophisticated system to automate demand planning across the 80% of non-volatile SKUs

Benefits:

• Reduced write offs • Lower loss of sales • Improved workload management – increased morale & motivation of teams • Reduced manual handling & mistakes – NOISE • Reduce noise • Alignment across the business ensuring expectations are managed

Story:

Suzie in rural NSW was diagnosed with PKU at birth which results in a very restrictive diet for life. After trying many PKU products she settles on Nutrica’s lophlex mixed berry as it is the only product that she can tolerate daily. Suzie and her parents head to their local pharmacy in Bowral to replenish her script. Unfortunately, the pharmacist advises that Nutrcia is temporarily out of stock until further notice, but advises Nestle Vitaflo which is an equivalent product is available. Suzie and her Mother are distraught as they had tried Vitaflo previously but Suzie had not enjoyed it.

How could this be avoided via our proposed solution:

On average only 24 babies a year are born with PKU. Keep in mind the medication for this disease is critical to the patient’s survival as it is their sole source of nutrition. By segmenting our PKU portfolio as a “high priority” we would ensure the adequate time and resource was allocated to eliminate stories like Suzie’s. As well as the time and resource allocated, improved systems would deliver more accurate forecasting in a more efficient manner.

Richard Dobson

Case Study

Anti-Story:

We should just focus on what sells the most? • We must identify our business drivers not only on value but also on patient impact

Why should be prioritise skus that are sold to china over domestic products • We must identify our business drivers not only on value but also on patient impact

We will never get approval for a new system • SN is a new structure therefore we are one of the first CBU’s that have gone through this change, thus we shouldn’t assume that what happened in the past will be relevant in this situation.

Can’t we just employ more people? • We don’t believe this issue will be resolved by additional head count, our proposal is a solution for the future and will be sustainable

Team members: • Kathy • Lucas • Ben • Richard

Sarah Caddy

Motivate Change Story

In November 2018 Oceania was one of the first markets to announce integration of AMN and ELN businesses. This was a major milestone for Danone locally and globally and Veronique and the global SN board are watching the transformation closely as a blueprint for other CBU integrations.

The local team are on track with the integration which is fantastic and the team are hugely motivated behind the new SN business – as are our customers.

One major exception, we have a serious issue with our careline centre which we can’t resolve on our own. Not only is it affecting how we care for our patients, parents and customers, it is exposing the business to significant food safety, quality and patient health risk.

Last week Mandy in ANZ Careline took a call from Queensland health, a large government agency and one of our biggest customers. They logged a quality issue on Nutrison 800, which has the potential to impact the health and wellbeing of patients but to date we have been unable to flag and escalate this issue or even understand and validate the scale of the problem due to our inability to access the former AMN system – as you can imagine this is causing great stress to the Careline team and business.

We are asking for your help and expertise to support the technical integration of our Careline systems. We under-stand how busy your team is with so many competing demands and we also recognise that this is not a quick fix, BUT this is a basic system that is essential to servicing our customers and consumers, and core to our culture of quality and best care.

We hope you / your team can mak it a priority. It will need to happen at some stage but as we are a pilot market for SN integration, but it needs happen as part of the transformation project.

What we can do is limit the impact on your team as much as possible. Alan and the local IS&IT team can do as much possible locally and we can invest in any additional resource if needed Again this should minimise the resource required from your people. You just tell us what you need to make this happen and we’ll do everything we can.

Brief:

Our team was tasked with preparing a presentation to be delivered by the Head of Dan IS ANZ and the ANZ CODI to DANIS Paris. We wish to build a compelling narrative to convince DANIS Paris to provide technical resources to support the integration of the former ELN and AMN Careline systems, including Quality reporting, as part of the SN integration. The current dual system approach holds significant risk for the business.

Team: Ailish, Emma, Ursula, Sarah

Judy Quirk

Case Study

20 years ago, when Belinda’s baby was a week old she was sick. She cried for 2 hours a day for 5 weeks. She was screaming with pain. It was incredibly distressing. Belinda went to the doctor and accepted the medication provided without question. It didn’t work. They just had to sit it out. It became even more distressing.

Medical professionals have known for some time of the importance of gut health for overall well-being.

Now things are very different - more people are searching for diagnosis on line before visiting a HCP and whilst they know more about nutrition they are also super frustrated by the time they get to see.

We have introduced this new product which is nutrition focused and a patented post biotic. The post biotic formula creates the gut health required to give your baby a great start and will also satisfy parents who need a specific solution but not yet a medical one.

Anjali SharmaManaging Director

Narrative: The Business of Stories

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