rdd learning acad_p5lans busn rev training 121514

8/10/2019 Rdd Learning Acad_p5lans Busn Rev Training 121514

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Collaborative Partnershi s Business Solutions Leadershi - Breakthrou h ResultsRDD ASSOCIATES Perishables Expertly Merchandised

RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development

1


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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy

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

V LUED SSOCI TE RESOURCES

build momentum to ensure

FUTURE ENTERPRISE SUCCESS


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[II]

Key

Elements &

Topics

[III]

Applications

&

Utilization

[IV]

Reference,

Recap &

Next Steps

Key Considerations & Inputs; Project Team & Resources

Methodology & Process

Appropriate Documentation

Customer & Client Applications

Case Study Example

Building Usage

Recap

Handouts & Reference Guide

Next Steps & Timeline

[I]

Course

Overview

P

5

LANS by RDD Business Reviews

Course Overview: Purpose / Rationale

Learning Outcomes & Objectives

Key Discussion Topics


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RDDs Best

-

Practice proprietary Business

Management strategy roadmap

,

that:

Fuels thoughtful, strategic and high-performance business management

oversight and activation

Provides a thorough, comprehensive and systematic process to develop and

execute merchandising plans for RDD client brands

Supports a disciplined and prioritized approach towards business management

Employs unique and robust SWOT analysis technique insuring delivering valuable

customer, category, brand and shopper insights

lign RDDs Business Management strategy approach with

our new

RDDs BUSINESS REVIEW TEMPL TE


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lanning

roduct

lace

rice

romotion

ogistics

alytics

hopper

What is

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5

LANS by RDD


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Help our brands perform to their greatest potential

New product initiatives in a highly saturated marketplace

More and better space for our brands at store level

Help category managers understand our products and their shoppers

Support high-impact business reviews for clients and customers

Annual reviews and strategic planning

Periodic category reviews with customers

Summary of RDDs goals, strategies, plans & programs

Build RDD team focus and resource productivity

Guide our business with a full analysis of the situation/landscape/options Helps others in the RDD organization fully understand client objectives & product line

Track and monitor performance in a thorough and consistent method

Why do we need

P

5

LANS by RDD


7/50Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy

lanning - strategic, budgetary, category, customer-specific & tactical

roduct - core & opportunistic SKU authorizations; new-item sell-in; assortment optimization;expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs

lace - plan-o-gram strategy, design, development & activation; merchandising displays & shelvingsystems; optimal category adjacencies & total aisle-solutions; seasonal displays

rice strategize, target, implement & monitor everyday and feature retails; competitive analysis &monitoring; branded vs private label price gap strategy

romotion - strategize, target & activate feature, seasonal, opportunistic & multi-brandmerchandising events; digital offers & targeted solutions; post-promotion analyses

ogistics - efficient/reliable inventory replenishment; promotional forecasting; advance-salepromotional orders (groups & stores); shipper & special packs; cross-docks & promotional DSDs

alytics - syndicated & panel data-mining; customer business reviews; categorymanagement; fact-based selling presentations; shopper loyalty card segmentation & data-mining

hopper - shopper insights, targeted engagement strategies; shopper-marketing programs

P

5

LANS by RDD Business Management Roadmap

Aspire > Observe > Analyze > Envision > Strategize > Activate > Assess

7



lanning How do we get our products into the carts of the targeted shopper in avery saturated marketplace with heavy competition, aggressive promoting and constant

advertising? What are our goals for this product? What are the manufacturers goals?

What are the customers expectations?

strategic, budgetary, category, customer-specific & tactical

How do we operationalize

P

5

LANS by RDD



alytics What data can I use to support my claims/product?

syndicated & panel data-mining; customer business reviews; category management; fact-based selling presentations; shopper loyalty card segmentation & data-mining



hopper What is my shopper looking for in comparison to what i am doing?What are the trends? What can i do to reach my shopper outside the norms? Can i start a

bundled initiative?

shopper insights, targeted engagement strategies; shopper-marketing programs



STRENGTHS

xxxxxx.

LIMITING CHALLENGES

xxxxxx

GROWTH OPPORTUNITIES

Xxxxx

AT-RISK CONCERNS

xxxxxxx

lanning

roduct

lace

rice

romotion

ogistics

alytics

hopper

SWOTanalysis

What is a P

5

LANS

by RDD

SWOT Analysis?



KEY OBSERVATION/ISSUE ASSESSMENT IMPACTS W O T H M L

roduct - core & opportunistic SKU authorizations; new-item

sell-in; assortment optimization; expedited speed-to-shelf & speed-to-sell; seasonal SKUs; shippers & special packs

P

5

LANS

by RDD





P

5

LANS

by RDD

Action PLAN(Programs & Tactics)

Timelines(Checkpoints)

Targeted

Objectives Assignments


14/50Collaborative Partnershi s Business Solutions Leadershi - Breakthrou h ResultsRDD ASSOCIATES Perishables Expertly Merchandised

RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development

14


15/50


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Saputo / WakefernBusiness ReviewRDD Business Management Roadmap

June 26, 2014



Business Management Roadmap

[II]

Business

Insights

[III]

Sales

History, Perf

& Practices

[IV]

P5LANS

SWOT &

Actions

Consumer & category insights

Channel & shopper insights

Retailer & customer-specific shopper insights

Segmentation (category & shopper)

Shelf management insights & philosophy

Category & segment performance (customer vs trading area)

Client/supplier portfolio & brand performance (customer vs trading area)

Trends & seasonality

Assortment & SKU contribution to sales

Promotional practices & causal impact

Shelving practices (plan-o-gram)

P PL NS SWOT analysis

(planning/product/place/price/promotion/logistics/analytics/shopper)

P PL NS CTION plans (recommended programs/tactics/assignments/timelines)

Next steps & follow-ups

[I]

Client/

Supplier

Overview

Executive summary

Client/supplier vision/purpose/mission & portfolio sales history

Client/supplier contributions to business (break-through research, product-development &

& merchandising innovations

Key categories & segments; contribution to sales



opline Business Review Highlights

P

5

LANS

by RDD Business Management Roadmap

Executive Summary

Wakefern Fiscal YTD perf vs YAGO (+ 8.6% cs & 12.4% $$$)

New Items: ShopRite 2% Calcium Enriched Lactose Free (in QA)

Price Rite 36% Heavy Cream (in QA)

ShopRite Buttermilk 32 oz (in QA)

Protein Milk

Enhanced Skim Milk

Promotional plans & scheduling for 3rd & 4th Quarter

4th Quarter Focus/ESL products



opline Business Review Highlights Total US Food

P

5

LANS


Executive Summary

Sour Cream does $795.4MM in annual dollar sales

(no chg vs YAG)

Private Label is the #2 brand with a 30% $ share

Cottage Cheese does $800.4MM annually

(-1.0% vs YAG)

Private Label is the #1 brand with a 39% share

Source: IRI 52 Weeks Ending 5/18/14



oplineBusiness

Review Highlights Cottage Cheese Trends

P

5

LANS


Executive Summary

Cottage Cheese sales at ShopRite are flat, but slightly out-performing the market (Food) as well

as the total US (Food) over the past year

Friendship Cottage Cheese unit sales at SR are flat ($ down 5%) but better than markets and total

US (Food)

Private Label business soft across the board

(1.0) (1.7)

0.1

(2.0)(3.3)(3.5)

(0.8)

0.7

(1.4) (2.2)

-10.0

-5.0

0.0

5.0

10.0

Total US

Food

Total N

East Food

Wakfern

RMA

Wakefern

CRMA

MULO

Wakefern

ROM Food

$ Sales % Chg vs YAG U Sales % CHg vs YAG

IRI Latest 52 Weeks Ending 5/18/14

Total Cottage Cheese

(3.7)

(7.2)(4.9)

(8.1)(9.7)

(2.6)

(6.3)

0.6

(6.3)

(10.1)

(20.0)

(10.0)

-

10.0

20.0

US NE WF WF

MULO

WF ROM (1.9)

(4.2)

(0.0)

(2.3)(4.3)

(6.6)(5.5)

(1.9) (3.6)

(5.4)

(20.0)

(10.0)

-

10.0

US NE WF WF

MULO

WF

ROM

Friendship

Private Label



urrent Market Conditions & Significant Changes -

P

5

LANS


Marketplace Dynamics: New York Food

New York Total Dairy dollar sales trends are relatively flat over the latest 52

(+0.8%), 24 (+1.5%) and 12 week (+1.0%) periods

Sour Cream dollar trends are soft for the year (-1.6%), and are flat for the

latest 12 (+0.1%) and 4 weeks (-0.8%)

Cottage Cheese dollar trends are down across the latest 52 (-2.0%),

24 (-3.8%) and 12 week (-4.4%) periods

Whipped Topping dollar trends are up across the latest 52 (+4.4%), 24

(+4.8%) and 12 week (+1.0%) periods

Lactose-Free Milk is down in dollars over the latest 52(-1.2%) and 24 week

(-0.3%) periods, but is up over the latest 12 weeks (+2.2%)

ShopRite opening 4-5 new stores in 2014 and 4 new PriceRites (2 in NJ)

Fresh Grocer stores (7) now part of Wakefern

Wal-Mart Supercenter openings continue (2 in NY area over last 3 months)

Source: IRI 52 Weeks Ending 5/18/14



usiness Development & Company History-

P

5

LANS


Saputo Overview

1954

Founded by

Italian

immigrant

Giuseppe

Saputo

2001

Acquired

Dairyworld

Farms

Acquired

Neilson

Dairy

2008 2012

Acquired

Morningstar

Food

2014

Acquired

the fluid milk

business

from Scotsburn

Co-operative

Services Ltd.

(Canadian Dairy Company)


24/50Collaborative Partnershi s Business Solutions Leadershi - Breakthrou h Results

RDD ASSOCIATES Perishables Expertly Merchandised

ision/ urpose/ ission -Saputo

P

5

LANS


Saputo Overview

Can Dairy Be Different?

We think so. At Saputo Dairy Foods USA, we understand

that while Dairy is a commodity, our customers are not.

So to help you stand apart, we think differently about

Dairy, bringing you products, services and support that

are truly unordinary.




ey Product Categories & Segments

Sour Cream Regular and Organic: Friendship and Private Label

Cottage Cheese Regular and Organic: Friendship and Private Label

Farmer Cheese Friendship

Buttermilk- Friendship

Lactose Free Milk Private Label

Aerosol Whipped Topping- Private Label

Protein Milk Private Label (coming in May 2014)

Enhanced Skim Milk Private Label (coming in May 2014)

P

5

LANS


Saputo Overview


26/50




[II]

Business

Insights

[III]

Sales

History, Perf

& Practices

[IV]

P5LANS

SWOT &

Actions
















[I]

Client/

Supplier

Overview

Executive summary








etailer & Market-level Shopper Insights -

P

5

LANS


Strategic Business Insights:

Cottage Cheese

Cottage chs unit sales in CRMA (all channels) are down 1.6%, yet up 3.9% at SR

Hshld penetration approx. 36% in CRMA, dwn 0.3 pts, but up 0.7 pts at SR

Buying rate and trips relatively flat (avg 1.5 un/trip & 6 trips per year in CRMA

ShopRite RMAhopRite CRMA

Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA

IRI Panel Data

2013





P

5

LANS


Strategic Business Insights: Cottage Cheese - SR CRMA

Within SR CRMA, approx 36% all hshlds purchase cottage chs; Friendship approx. 10%

Avg hshld purchases 6X/yr, & when purchasing often buys multiple units

Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA

6.3

4.6

2.2

3.6

6.2

5.0

2.2

3.6

COTTAGE BREAKSTONES AXELROD FRIENDSHIP

36.5

13.6

6.810.5

36.2

13.0

6.910.0


9.410.2

3.3

5.4

9.210.3

3.1

5.3


Penetration (HH Buying) Buy Rate (Units per Buyer)

Purchase Size (Units per Trip)Purchase Frequency

1.5

2.2

1.5 1.51.5

2.1

1.4 1.5



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P

5

LANS


Strategic Business Insights: Cottage Cheese - SR CRMA

Approx all unit sales in CRMA during promo periods, with 78% Axelrod on deal

75% of consumers only buy Cottage Cheese once a year

Consumers who purchase more than 1X/yr avg 35 units per yearSource: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA

26.4

8.2

3.05.7

25.7

7.9

3.35.5


46.9

34.9

77.4

66.3

47.4

38.6

77.6

66.4


100.0

65.7

29.544.0

100.0

59.1

29.742.9


% Units on Deal LoyaltyUnit Share of Requirements

Purchase Cycle% Repeat Buyers

5965

85

6661 62

88

69



31/50


P

5

LANS


Strategic Business Insights:

Cottage Cheese

Geography : Wakefern Corp-RMATime : Latest 52 Weeks Ending Sep-08-2013Product : COTTAGE CHEESEHH Demo Summary : All HH Income Per CapitaTarget Group 1 : All HouseholdsSample Size : Client Default Sample Size

7.0% 25.5%

+1.7pts -4.6pts

34.5% (-0.1pts)

Buy COTTAGE CHEESE Somew here

65.5% (+0.1pts)

Do Not Buy COTTAGE CHEESE Anyw here

64.6% (+0.7pts) BUYER CONVERSIONHouseholds

35.4% (-0.7pts)

Stop & Shop

COTTAGE CHEESE $

Leaked to Other Channels

Stop & Shop

COTTAGE CHEESE $

Leaked to GroceryX

COTTAGE CHEESE $

Leaked to Other Channels

100.0% (0.0pts)

COTTAGE CHEESE $

Leaked to GroceryX

COTTAGE CHEESE $ Spent in Wakefern Corp-

RMA

COTTAGE CHEESE $ Leaked Elsew here

$ Opportunity from 1 Additional Point

of Buyer Conversion:

$268,126

20.0% (+1.0pts)29.4% (+4.5pts) 5.3% (-0.6pts) 80.0% (-1.0pts)

Buy COTTAGE CHEESE in Wakefern Corp-

RMA

CONVERTED BUYERS UNCONVERTED BUYERS

65.3% (-4.0pts) 34.7% (+4.0pts)

COTTAGE CHEESE $ Leaked Elsew hereLEAKAGE

Dollars

66.9% (+1.8pts) 33.1% (-1.8pts)

9.1MM HHs

in Wakefern Corp-CRMA

Do Not Buy COTTAGE CHEESE in Wakefern

Corp-RMA

Shop in Wakefern Corp-RMA Do Not Shop in Wakefern Corp-RMA

Leakage Tree

Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA

ShopRite has a category conversion rate only 65% (% of category buyers who shop SR and purchased at SR)

35% of their converted shoppers still purchase the category at other retailers, with most (29%) leaking to other

grocery retailers; 26% category buyers who do not purchase at SR purchase at S&S


32/50


ottage Cheese Decision Tree

P

5

LANS


Strategic Business Insights

Multi-Serve vs. Single

Serve is the firstdecision made within

Cottage Cheese

Source: Cannondale Associates, ShopperGenetics database, 52 weeks ending 9/09


33/50


34/50


P

5

LANS by RDD

Business Management Roadmap

Wakefern Fiscal 2014 Volume Update

Category

Description

Current Cases

10/2013 - 5/2014

Last Year Cases

10/2012 - 5/2013

% Chg vs. Last

Year Cases

Current Dollars

10/2013 - 5/2014

Last Year Dollars

10/2012 - 5/2013

% Chg vs. Last

Year Dollars

Aerosol 131,963 106,798 23.6% $2,033,647 $1,565,028 29.9%

Cottage Cheese

Branded & Privatelabel 300,765 305,335 -1.5% $4,258,362 $4,175,400 2.0%

Half & Half 253,280 208,512 21.5% $4,106,054 $3,315,784 23.8%

Lactose Free 92,478 61,856 49.5% $1,112,468 $746,884 49.0%

Farmers Cheese

& Buttermilk 47,402 48,705 -2.7% $1,007,970 $1,023,719 -1.5%

Sour Cream

Branded & Privatelabel 309,585 311,689 -0.7% $4,808,990 $4,586,320 4.9%

Specialty Milk 0 3,493 -100.0% $0 $72,739 -100.0%

Whipping Cream 36,877 32,792 12.5% $924,239 $749,386 23.3%

Totals 1,172,350 1,079,180 8.6% $18,251,729 $16,235,260 12.4%


35/50


P

5

LANS


Category Overview: Cottage Cheese

At ShopRite Cottage Cheese category is flat in dollars vs. YAG, yet is out-performing the ROM

Daisy is the only brand showing dollar growth at ShopRite, but off of low base & share

Majority of decline in the ROM is coming from Breakstone & Friendship

ShopRite

SR Fiscal YTD $ Sales (~62% TE): $10.8MM (+0.0% vs YAG)

ShopRite ROM Food

SR Fiscal YTD $ Sales (~62% TE): $25.7MM (-3.7% vs YAG)

Source: IRI Wakefern Fiscal YTD Ending 5/18/2014

0.04.9

-2.6 -3.5 -2.5

2.1

40.4

-25.1

13.0

-0.7

1.9

-3.4

3.4

-2.0

0.6

22.1

-29.8

10.6

-40.0

-20.0

0.0

20.0

40.0

Cottage PL Break Friend Axel P Maid Daisy Kraft Lactaid

$ Sales % Chg vs YAG U Sales % Chg vs YAG

-3.7 -7.2-1.3

-11.6

5.49.4

-12.8

17.8

4.9

-3.9 -5.9 -2.5

-13.8

9.411.5

-12.4

14.9

3.9

-40.0

-20.0

0.0

20.0

40.0

Cottage Break PL Friend Hood Axel P Maid Daisy Lactaid

$ Sales % Chg vs YAG U Sales % Chg vs YAG


36/50


rends & Seasonality Cottage Cheese

P

5

LANS


Sales History, Performance & Practices

Seasonality Trends for Cottage Cheese include: Dieting for Summer, Jewish Holidays (Fall &

Passover) and New Years Resolution Dieting

New Years

Resolutions

IRI 104 weeks ending 5/18/14

Passover

Yom Kippur &

Rosh HashanahDiet/Summer

Holidays


37/50


romotional Chart: Friendship 16 oz Cottage Cheese

P

5

LANS



Event scheduling aligned with key purchasing seasons, and are high-value offers

Promotional lifts 5 6 X base sales for Friendship brand

IRI 52 weeks ending 4/20/14

$1.99

$1.99

3 Weeks

R Hashanah/Y Kippur

$1.99

2 Week TPR

$1.99

$1.99

New Years

2 Weeks

Feat + TPR

$2.49

$1.99

2 Weeks

Feat + TPR

$1.99

2 Weeks

Passover


38/50


helf Management Cottage Cheese 4 FT 60 IN: North

P

5

LANS



SR POG: April 2014


39/50


helf Management Cottage Cheese Space-to-Sales

P

5

LANS



SR 4 Ft 60 In POG: April 2014

Space measured in linear feet

SR Internal Movement: Latest 52 weeks ending 5/11/14

28.9

22.4

19.2

12.3

7.0 7.0

1.2 1.2

26.9

21.7

26.0

16.1

3.2 3.7

0.9 1.6

0.0

10.0

20.0

30.0

40.0

Breakstone Friendship P Label Axelrod Daisy Kraft Lt n Lively Lactaid

Share of Lin. Ft. Share of Movement

Under-Spaced:

P Label

Over-Spaced:

Daisy

Kraft

IRI Latest 52 Weeks

End 5/18/14

Share

of Base

Units

Break 34.0

P Label 25.4

Friend 18.8

Axel 10.4

Kraft 4.5

Daisy 3.7

Lactaid 2.0LnL 1.2


40/50


[II]

Business

Insights

[III]

Sales

History, Perf

& Practices

[IV]

P5LANS

SWOT &

Actions
















[I]

Client/

Supplier

Overview

Executive summary






41/50


lanning

roduct

lace

rice

romotion

ogistics

alytics

hopper

P

5

LANS


Aspire - Observe - Analyze

Envision - Strategize

Activate - Assess

&

5


42/50



Enhanced Skim Milk X X

Protein Milk X X

3 lb Sour Cream X X

24oz Cottage Cheese/Pineapple X X

6.5oz Fat Free AWT X X



P LANS

by RDD

5


43/50




P LANS

by RDD

Act on PLAN(Programs & Tactics)


6.5oz Fat Free AWT

Enhanced Skim Milk

1) On She lf By

October 2) Include

In Both The Da iry Ad

And Live Be tter Ad

Sections

$.30-$50 Price

Reduction Over

National Brand

Everyday Reta il - $70 -

$1.00 On Promotion Sept - Nov Jan

1/2 Price Feature In

Late October - Kick-

Off Dis tribu tion &

Tria l Jul y - Sept - Nov Ja n

October 2) Include

Into The Major

Holiday

Promotiona l Ads At

1/2 Price

Targeted


5


44/50



Enhance Skim Milk X X

6.5oz Fat Free AWT X X

romotion - strategize, target & activate feature,

seasonal, opportunistic & multi-brand merchandising events;digital offers & targeted solutions; post-promotion analyses

P LANS

by RDD

5


45/50


P LANS

by RDD

Action PLAN(Programs & Tactics)


6.5oz Fat Free AWT

Enhanced Skim Milk

1) On Sh el f By

October 2) Inclu de

In Both The Dairy Ad

And Live Better Ad

Sections

$.30-$50 Price

Red uction Over

National Brand

Everyday Retail - $70 -

$1.00 On Promotion Sept - Nov Jan

1/2 Price Fe ature In

Late October - Kick-

Off Distribution &

Tria l July - Sept - Nov Jan

October 2) Inclu de

Into The Major

Holiday

Promotional Ads At

1/2 Price

Targeted


romotion - strategize, target & activate feature,

seasonal, opportunistic & multi-brand merchandising events;digital offers & targeted solutions; post-promotion analyses

5


46/50


ecap - Topline Business Review Highlights -

P LANS


Executive Summary / Recap

ShopRite is out-performing the market for both the Cottage Cheese and Sour Cream

categories.

The Cottage Cheese category is flat at ShopRite. Private Label (#1 brand) is the only

major brand showing growth.

Outside of promotions, Cottage Cheese does most of its business from repeat buyers

(buy more than once a year).

The category has experienced aggressive promotions with 36 weeks of $1.99 or less

features on 16 oz brands (from April 2013 to April 2014).

From April 2013 to April 2014, Friendship ran 8 weeks of $1.99 promotions on 16 oz

Cottage Cheese. The biggest lifts were during the Fall Jewish Holidays, New Years

Dieting and Passover.

5


47/50


ecap ACTION Plan Highlights -

P LANS


Executive Summary / Recap

Confirm 3rd and 4th quarter promotions

Follow-up on items currently in the Wakefern

QA process

Present Protein Milk and Enhanced Skim Milk

Gain Wakeferns commitment on the 4th

quarter ESL volume objectives


48/50


Schedule

customer/client

business review for

March/April 2015

Presentation &

activation at

customer

By 1/9/15

By 2/13/15 By 1/16/15 By 4/30/15

Systematically, work

thru the business

review template to

present in Q1

Select 1 client and

target customer to

apply P5LANS business

review template

Moving ahead

P

5

LANS by RDD implementation


49/50


Any Questions, Comments or Ideas?

Thank you for your

participation

Business Review & Mgmt Roadmap


50/50

[II]

Business

Insights

[III]

Sales

History, Perf

& Practices

[IV]

P5LANS

SWOT &

Actions














P PL NS CTION plans(recommended programs/tactics/assignments/timelines)


[I]

Client/

Supplier

Overview

Executive summary





rdd learning acad_p5lans busn rev training 121514

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