rdd learning academy promotion practices (1)

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

RDD Associate Learning Academy

RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development



What is RDDs ASSOCIATE LEARNING ACADEMY?

An enterprise-wide training, education & associate -development process, that:

For every RDD position, identifies core skills, business processes / protocols, technology enablers and best business practices / solutions critical to delivering sales agency SERVICE EXCELLENCE

Provides a comprehensive portfolio of fundamental and advanced training/education modules facilitating associate development and building organizational capacity and performance

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES train, develop & reward VALUED ASSOCIATE RESOURCES build momentum to ensure

FUTURE ENTERPRISE SUCCESS!



[II] Key

Elements & Topics

[III] Applications

&Utilization

[IV]Reference, Recap &

Next Steps

Key Considerations & Inputs; Project Team & Resources Methodology & Process; Technology Enablers Appropriate Documentation & Output

Applications (Client, Customer and/or RDD-Directed) Case Study Examples Targeting Adaptation & Usage

Recap Handouts & Reference Guide Next Steps & Timeline

[I]Course

Overview

Promo Mgmt

Course Overview: Definition / Purpose / Rationale Learning Outcomes & Objectives

Key Discussion Topics



What is Promotion Management?

Utilize all available tools Plan promotions Look at the TRENDS

Within the Category With the Customer With the Consumer

Execute programs at headquarters and at retail Make sure contracts are written Forecast the volume with the client Notify RDD customer service Notify Team Sacher Displays at retail Do post promotional analysis

With the Client With the Customer



Why use Promotion Management?

Existing Client Manufacturers

Fishing Manufacturers

Customer Partners

Internal Associates



lanning

roduct

lace

rice

romotion

ogistics

alytics

hopper

What is P5LANS by RDD



Source: IRI 52 Weeks Ending 2/22/15

Ahold 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $1,803,621,875 $1,795,703,160

Dollar Sales % Chg VYA (1.8) (1.6)

Unit Sales 557,246,104 551,081,1665

Unit Sales % Chg VYA (4.4) (3.1)

Stop & Shop 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $458,384,047 $457,221,241


Unit Sales 139,317,681 138,065,095


Wakefern 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $1,054,748,043 $1,069,676,616

Dollar Sales % Chg VYA 2.1 3.2

Unit Sales 348,291,661 348,755,574

Unit Sales % Chg VYA 1.3 0.5

A&P Corporate RMA 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $238,356,857 $227,278,501


Unit Sales 66,353,983 61,467,464


A&P Banner RMA 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $107,096,370 $102,597,144


Unit Sales 29,085,047 27,081,574


Pathmark RMA 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $198,539,669 $183,864,406


Unit Sales 60,172,713 53,701,082


New York, NY Food 52 WE 9/7/14 52 WE 2/22/15

Frozen Frozen

Dollar Sales $1,907,141,996 $1,897,955,867


Unit Sales 574,330,047 564,154,106


Frozen Department Sales



Situation- Implementation of 8 new Friendlys sundae cups at Wakefern. Insights/Obstacles-

Many of the sets are a 4 doors for pints and quarts Most of the sets are a 3 doors for pints and quarts There was not a one case distribution that went out on this item. Many groups have agreed to carry out side vendor pints and quarts. Stores down south carry Philadelphia water ices in the pints and quarts.

Strategy/Recommendation- RDD is currently using Wakeferns new 4 dr pints and quarts planogram Wakefern is in the process of making the 3 dr pints and quarts planogram which will be available in December. We have gotten numerous cup distros from S/R groups to help us cut the cups in. Blue Bunny 48oz is being discontinued so Wakefern and has asked if stores take one of the two doors and add it

to the pints and quarts. Retail has been using these tools to cut the Friendlys sundae cups into the pints .

Results- Wakefern has implemented a frozen surge team that is also out there resetting stores and cutting in our cups in the pint sections.

Friendlys Case Study 2014



Collaborative Partnerships Freshest Foods Superior Merchandising

PERISHABLES BROKER ALLIANCE RDD Associates PRO-STAR HP Hood

2,785,860 UNITS

711,360 UNITS

243,474 UNITS

ShopRite March 2015 Frozen Food Month Ad Lock



Client:

METRO NY SHOPRITE RMA AHOLD RMA A&P CORP RMA

CAL YTD (52 wks) FISCAL YTD (12 wks) FISCAL YTD (52 wks) FISCAL YTD (44 wks)

TTL FZ DEPARTMENT (IRI)

$1.9B, - 1.6% $244.2M, +2.6% NA $349.5M, -10.7%

Packaged Prm 48 oz $161.3M, -10.8% $18.3M, -13.0% NA $30.7M, -9.0%

Friendlys Pkg 48 oz $34.8M, -1.4%21.6% $ Share

$6.4M, -0.1%34.9 $ Share

NA $4.7M, -0.3%15.3% $ Share

Ice Cream Novelties $166.6M, -5.4% $11.0M, +2.9% NA $9.0M, -11.1%

Friendlys Novelties $5.5M, +60.0%3.3% $ Share

$1.0M, +22.3% 9.4% $ Share

NA $313.1K, +20.7%3.5% $ Share

Ice Cream Cakes $25.6M, -2.8% $2.4M, +4.6% NA $5.4M, -3.4%

Friendlys IC Cakes $1.9M, -1.6%7.5% $ Share

$217.9K, +8.6%8.9% $ Share

NA NANot Carried

Ice Cream Rolls $1.7M, +10.5% $152.4K, -25.2% NA $244.2K, +40.2%

Friendlys IC Rolls $1.2M, +15.9%69.6% $ Share

$119.8K, -29.9%78.6% $ Share

NA $127.5K, +126.6%52.2% $ Share

Ice Cream Cups $9.7M, -19.3% $303.3, +60.3% NA $1.3M, -11.3%

Friendlys Cups $1.0M, -10.7%10.5% $ Share

$137.9, +0.0%45.5% $ Share

NA NANot Carried

Nielsen - P/E 12/28/14



Client:

METRO NY SHOPRITE RMA AHOLD RMA A&P CORP RMA

CAL YTD (16 wks) CAL YTD (16 wks) CAL YTD (16 wks) CAL YTD (16 wks)

TTL FZDEPARTMENT

$38.2M, -13.2% $23.1M, -4.1% NA $7.4M, -29.4%

Packaged Prm 48 oz $42.9M, -7.8% $23.1M, -5.2% NA $8.9M, -14.3%

Friendlys Pkg 48 oz $11.5M, +15.4%26.8% $ Share

$10.8M, +31.8%46.6% $ Share

NA $1.7M, +8.4%19.6% $ Share

Ice Cream Novelties $39.0M, -6.5% $17.0M, -8.5% NA $7.3M, -15.5%

Friendlys Novelties $1.6M, +34.7%4.0% $ Share

$1.3M, +16.6% 7.7% $ Share

NA $403.0, +70.4%5.5% $ Share

Ice Cream Cakes $7.4M, -0.5% $3.7M, +3.5% NA $1.8M, -1.1%

Friendlys IC Cakes $588.9K, +14.9%8.0% $ Share

$392.8K, +28.1%10.7% $ Share

NA NANot Carried

Ice Cream Rolls $323.8K, -1.5% $205.0K, +24.3% NA $38.3K, -33.3%

Friendlys IC Rolls $180.1K, +5.7%55.6% $ Share

$149.5K, +43.1%73.0% $ Share

NA $2.9K, -84.2%7.5% $ Share

Ice Cream Cups $3.1, +10.8% $1.1M, +390.5% NA $467.7K, +10.2%

Friendlys Cups $810.3K, +183.6%26.6% $ Share

$973.4K, (NEW)85.3% $ Share

NA $72.4K, (NEW)15.5% $ Share

Nielsen - P/E 4/18/15 YTD



SR Wall Township, NJ

Retail Execution



SR Hamden Court, CT

Retail Execution



SR 320 Strafford, CT

Retail Execution



SR 398 Shelton, CT

Retail Execution



SR Brooklyn, NY

Retail Execution



SR Oakland, NJ

Retail Execution



SR Hamden, CT

Retail Execution



SR Stratford, CT

Retail Execution



SR Plainview, NY

Retail Execution



The Elephant (TREND) Is In The Room!! How Do We Capture It??



53% of consumers dislike supermarket shopping

14% say they hate it

They want things FAST..they want it NOW

On Line Shopping

Home Delivery

UBER Ice Cream last July Friday afternoon delivery

Deliver groceries within 20 minutes

Deliver lunch from a restaurant within 10 minutes

Amazon and Amazon Prime

Drones

What are TRENDS with CONSUMERS?



FOOD TRENDS: CONSUMER PERCEPTION

Consumers:

seek real foods

are skeptical of processed

see food as a badge of values

desire transparency from companies

Food is a badge of value



Millennials are passionate about what they eat

They have a YOLO attitude

They never want to eat the same food twice

They love Food Trucks

Who has ever had a Waffles & Dinges?

Who has eaten at Shake Shack?

They have high college debt

They have mainly low paying jobs

They live at home

Yet.they have huge buying power

Today there are as many Millennials as Baby Boomers



Culinary Chefs

Registered Dietitians on site in stores

Half price sales, EDLP programs, hybrid programs

Do they have a Value Proposition? PriceRite, Food Basics

Digital coupons

On Line Shopping

Home Delivery

Cater to health & wellness Organic & good for you

Create a WOW experience Who has ben to the SR in Morris Plains?

Celebrate food preparation and taste

What are TRENDS with CUSTOMERS?



29



Digital Platform



Friendlys Big Brand Bash Ad

$2.00 Digital off 4

Drive multiple purchases

Sold over 10,000 units on the FIRST DAY!



Fisherboy Big Brand Bash Ad

Digital offer allowed Fisherboy Ad to get in print

$4.99 EDLP

$3.99 Sale Price

$2.99 with Digital

$1.00 retail P.O.S tear pad



Target Marketing E-Mail Blast



Get

$4.00OFFWhen you buy 5Lindys Homemade Italian Ice Products

click to save

offer valid 7/27 8/16

Offers available in-store or online at ShopRite from Home

Click to sign in to the digital coupon center and downloadSavings Just for You!

Simply scan your card at checkout to receive savings!Cannot be combined with any other offers. Offer valid fororiginal email recipient only and is not transferable.

Varieties include:LemonOrangeStrawberry / WatermelonCherryRaspberry LemonSour Apple

Loyalty Rewards E-Mail Blast



Collaborative Partnerships Freshest Foods Superior Merchandising

PERISHABLES BROKER ALLIANCE RDD Associates PRO-STAR HP Hood

Club Pack Swing Page



Organic Swing Page



Organic- Health & Wellness Page



Club Pack Direct Mail Target Marketing

Fisherboy

60oz Fish

Sticks



Secure requisite client approvals & funding to pursue;

prep customer presentation

Presentation & activation at

customer

By 6/3015 By 7/15/15 By 9/1/15 By 10/1/15

Systematically, work thru the planning

template to build a GROWTH STRATEGY

for 2015

Select 1 client and target customer to

apply P5LANS business management

technique

Moving ahead PROMOTION MGMT

rdd learning academy promotion practices (1)

Documents