Raising the Bar.Page 1 National Accounts Overview – April 2013
2013 Beam Global Vision Into Action – National AccountsVision Crafting The Spirits That Stir The W...
NAHQ BHAG & Top 5 Goals: 2013BHAG: Make the NAHQ team both a clear source of talent for the company and a sought after car...
Page 4
What makes a National Account1. Large2. Cross-regional (i.e. more than one DVPs region)3. Account must have medium or high...
Current National Accounts Traditional Grocery Drug Mass Liquor / OtherPage 6
Why National Accounts matter • $225 million in Beam sales1. Big dollars at-stake • ...
Background: Off-premise National Accounts growing at 8.3% vs. 4.2% for total industry National Acc...
Growth and Sales by Account 2013 Plan Growth Target Wal- Total S...
WMT, WAG, Target, Total Wine and Kroger will change spirits retail– are “super-platinum” ...
The Super-Platinums are coming: They could drive nearly all industry growth Conservative view of how the ...
Evolution In Big Customer Focus Right toRight to Play Right to Win Compete P...
Big Customer Focus: Off Premise National AccountsPrioritization of Accounts Aligning Organization ...
Prioritization of Accounts: Off Premise Leading Analytical N.A. Rig...
Alignment of Organization Cat Management KAMs Insights & ...
Right to Compete “North Stars” ...
Programming to Win• Brand planning & timing• Application of Insights• Retail theatre• Presentation theatre• ...
National Account Manager Fundamentals FRESH INNOVATION ...
Big Customer Focus: On Premise National AccountsAlignment of Organization Exposure, Trial & Adoption Model ...
Alignment of Organization: On Premise • Complete support from top of the business unit • Field alignment aga...
Exposure, Trial & Adoption: On Premise• Brand Building Opportunities• Liquid to Lips: One Drink at a Time• Applying scienc...
Exposure, Trial & Adoption: On PremiseSocial Media Overview•Twitter•Strong social chatter throughout the day, with Red Rob...
THANK YOU!Page 23
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Nahq hub presentation jd deegan

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Nahq hub presentation jd deegan

  • 1. Raising the Bar.Page 1 National Accounts Overview – April 2013
  • 2. 2013 Beam Global Vision Into Action – National AccountsVision Crafting The Spirits That Stir The WorldMission To Become The World’s Fastest Growing Spirits CompanyFinancial Objectives Exceed National Account Plan Numbers: Off Premise Appox – 7.9% Depletions; 10.5% NSV & 12% DGP (Ex Innovation) On Premise 4.5% Depletions; 6.2% NSV & 8.1% DGP (Ex Innovation)Winning Competitive Edge: The Spirit Of Beam: Entrepreneurs…Creating Innovative Solutions…Beating The Competition, Together - Beam NAM’S understand the importance & complexity of driving sustainable results within our Platinum, Gold and Silver acct universe. All NAM’s are Gold Spirits Trainer Certified!Priority No. 1: Become 2nd Largest supplier in dollars (12 Month Rolling) – Grow our Value share faster then our Volume share TTL NA Accounts (12/31/13) CREATE FAMOUS BRANDS BUILD WINNING MARKETS FUEL OUR GROWTH Priority 2: Priority 5: Priority 8: Use shopper insights to out execute Create Universal Vistaar pricing tool for Align Our Organizations objectives to our competition and secure Customer Centric On & Off Premise National Accounts / customers timelines (TTB Approvals / programs that drive industry leading growth Better understand, manage and reconcile Innovation) on our Power and Rising Stars Brands funding streams from NAHQ Accounts Priority 9: Priority 3: Nail Pinnacle – make it big in Priority 6: Work seamlessly with Local Sales / NAHQ off and on-premise (440K Off / 75K Exemplify industry leadership with all Marketing & Activation Center (Strengthen On) National Accounts – Be viewed as trusted Feedback Loop & Increase Communication) unbiased supplier Priority 4: Priority 10: Create Growth through securing Innovation Build zero based budgets & Cat +1 Plan & Expanded Category leadership in Bourbon Priority 7: builds for 2014 – Platinum / Gold & Silver & Tequila (SG Vodka & Wine) Accelerate Share Growth In Platinum, Gold Accounts – Refine On Premise National & Silver Accounts – Drive Value – Protect Acct lists (Implement Exposure – Trial & Pricing integrity Adoption model) CONFIDENTIAL
  • 3. NAHQ BHAG & Top 5 Goals: 2013BHAG: Make the NAHQ team both a clear source of talent for the company and a sought after career progression experience within Beam. Success in 2013 would be 2 NAMS being recruited to other Beam organizations and 75% of NAHQ job openings being filled internallyTop 5 Goals1. DGP growth above 10% with Skinnygirl, Sauza Family, Jim Beam Family, Maker’s Mark and Pinnacle being the 5 fastest growing brand families – Acute focus on Sauza/Cinco partnership success and overall development/expansion of relationship with Corona (Expand to 4th of July & Holiday – Attain 100% participation of NAHQ Accts)2. Integrate NAHQ into state planning and pricing processes (IL, FL, CA, AZ, IN); have 4 QBRs with all DVPs, state managers, and KAMs attending3. Create clear compensation links between Local Field Sales/NAHQ & SWS Local Field Sales/NAHQ. (California/Arizona/Illinois/Florida). Train & Develop all NAM’s/Kam’s on Vistaar (BR3) & the New IRI Pricing tool4. Be seen as best-in-class supplier to our NAHQ customers as evidenced by being the highest scoring supplier on question 1 of the CM profit group survey – Acute Focus: Win at Walmart with our new structure as evidenced by 25% growth in 2013 and at least 4 regional activations, listings or other “wins” that would not have happened without Execution Managers5. Re-establish our hiring procedure in 2013 – build process of standardized background questions, behavioral questions, exercises and interview settings to ensure we find the right cultural fit to our organization.Page 3
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  • 5. What makes a National Account1. Large2. Cross-regional (i.e. more than one DVPs region)3. Account must have medium or highly centralized decision making processPage 5
  • 6. Current National Accounts Traditional Grocery Drug Mass Liquor / OtherPage 6
  • 7. Why National Accounts matter • $225 million in Beam sales1. Big dollars at-stake • Centralized decision-makers • ~20% growth (10% ex-Pinnacle, ex- WA)1. Growing – have to win in • Committed to winning in this winning accounts industry • In the Nielsen data • Where people shop –2. Publically visible consumers, but also investors, management • Wall Street Page 7
  • 8. Background: Off-premise National Accounts growing at 8.3% vs. 4.2% for total industry National Accounts growth significantly outpacing rest of market Beam’s Growth by Account CAGR Account Nielsen 52-Week $ Sales 2-year CAGR 9.5 4.2% 9.1 Target 34,304,710 35.9% 8.8 Walmart 445,164,927 28.5% 3.2 8.3% Total Wine 239,230,698 19.2% 2.9 NAHQ 2.7 Kroger 522,934,234 11.6% HyVee 135,124,032 9.7% Meijer 152,174,457 6.9% CVS 214,753,013 5.6% Walgreens 192,259,147 4.5% Sams 241,662,163 4.2% 6.0 6.2 6.3 Safeway 330,260,950 1.9%Non-NAHQ 2.3% Military 212,405,050 0.6% Rite Aid 214,617,745 0.6% Supervalu 282,864,116 -1.5% NAHQ Total 3,217,755,242 8.3% 2010* 2011* 2012* +2.4 pts inNAHQ Share past 2 years of Total 31.4% 32.0% 33.8% Page 8 $ Billions of Neilsen sales for 52 weeks ending in August of noted year. Excludes WA
  • 9. Growth and Sales by Account 2013 Plan Growth Target Wal- Total Safeway Wal- Kroger Hy Vee CVS- Military Sam’s Rite Aid Mart greens Longs Club $Sales 7 27 21 25 13 33 11 28 21 13 16 (M) Page 9
  • 10. WMT, WAG, Target, Total Wine and Kroger will change spirits retail– are “super-platinum” accounts Growth Prospects Low: Under 5% Medium: 5-10% High: Above 10% Why “super-platinum” • They are large accounts… High: All – Target is only exception (or most) decisions • ..with massive growth ambitions… made at HQ – Walmart: “4x bigger in 5 years” –Centralized Decision Making WAG: “Top3 liquor retailer in next 3 years” – Target: “5x growth in spirits in 5 years” – Total + Kroger both growing Medium: over 10% annually Mix of HQ • …and a proven track record… and local – Except Total, these are the decisions dominant retailers in most CPG categories • …with strong teams in place… – Upgrading buyers at most of these accounts Low: All (or • …and a relatively easy path to most) growth via store expansion, decisions expanded shelf sets and cross- merchandizing made – Retail 101 for them locally Page 10
  • 11. The Super-Platinums are coming: They could drive nearly all industry growth Conservative view of how the “super-platinum” accounts see the world evolving Assumptions $M of Growth in Nielsen: 2012 - 2017 • Walmart: Grow sales 3x over 5 years. This is below their target of 4-5x growth and the ~85% of growth from annual growth of 25% is below the 29% “Super-Platinums” growth of the past two years. 334 • Walgreen’s: Grow sales 3x over 5 years. 103 This would put them on target to be the #3 146 spirits retailer per their goal and is below 215 their growth target of 4-5x over the next 5 years 387 • Total: Grow sales 10% annually for 5 years. This is below recent growth of 20%+ per year. • Target: Grow sales 4x over 5-years. This is below their stated goal of 5x growth and the annual growth rate of 32% is below last year’s growth of 45% and the 2-year growth Walmart WAG Kroger Total Wine Target A/O Total of 35%ies Nielsen Nielsen • Kroger: Grows 7% annually. Les s than Every “super-platinum” account has a strategic plan in place torecent trends. better than this; do notably the growth could be even more slanted if just 1 or 2 accounts delivers its plan • Assumes total Nielsen grows at 3.5% annually Page 11
  • 12. Evolution In Big Customer Focus Right toRight to Play Right to Win Compete Page 12
  • 13. Big Customer Focus: Off Premise National AccountsPrioritization of Accounts Aligning Organization “North Stars” Programming to Win National Account Manager: Fundamentals Page 13
  • 14. Prioritization of Accounts: Off Premise Leading Analytical N.A. Rigor Growth Top 100 MILITARY = Nielsen 40% Scrutiny Volume Food Central Drug Buying Mass Decisions ClubPage 14
  • 15. Alignment of Organization Cat Management KAMs Insights & Analysis Local Execution Shopper Behavior Distributor Interaction Influence “From National to Local” LMF NAHQ EG Planning BI Selling Programming Listings Activation Finance & Revenue Trade Decision Process Management Promotional Guidelines Budget Builds Program Creation Regional Pricing Schemes Right to PlayPage 15
  • 16. Right to Compete “North Stars” National Accounts & BGSW Vision Into Action – Our 10 Priorities for 2011 Vision Building Brands People Want To Talk About To Become The World‟s Fastest Growing Spirits Company• Mission VIA Financial Objectives $3 Billion in Sales with a 23% Operating Margin in 2013 (“3 & 23 in 13”) 2011 Target : 4% Sales Growth 4% Profit Growth 22% Return on Sales Winning Competitive Edge Our Culture: Entrepreneurs… Creating Innovative Solutions… Beating The Competition, Together Better Than Competitors At : Brand Building, Market Activation, Partnership Management Priority No. 1: Unleash The „Spirit of Beam‟ By Inspiring Deeper Employee Engagement• CREATE FAMOUS BRANDS BUILD WINNING MARKETS FUEL OUR GROWTH Reporting suite Priority 2: Focus Investment Behind Growing Our Power Brands And Rising Stars Priority 3: Priority 5: Accelerate Share Growth In North America Priority 6: Priority 8: Align Our Organization To Be More Effective & Efficient Priority 9:• Enhance Global Category Leadership Deliver Increased Value Creation In Generate The Next Wave Of Rocket Nielsen Share Measurement In Bourbon & Tequila EMEA Fuel From COGs Reduction Priority 4: Priority 7: Priority 10: Create Growth Through Innovation & Strengthen Profitable Growth Drive Improved Revenue Realization Expanded Category Participation Momentum In AsiaPac/S. America (Price, Spend, Mix)• #2 supplier on dollars $ Sales % Change Beam Bourbon Portfolio vs. Bourbon Category rolling 13 wks• Category +1 – Drive Share 25.0 20.0 15.0 10.0• Dollars > cases 5.0 0.0 11/13/10 12/11/10 01/08/11 02/05/11 03/05/11 04/02/11 04/30/11 05/28/11 06/25/11 07/23/11 08/20/11 09/17/11 10/15/11 11/12/11 12/10/11 01/07/12 TTL BRBN CATEGORY TTL BRBN BEAM GLB SW• BGSW Bourbon Portfilio $ Share of Bourbon Category Beam/Customer Alignment rolling 52 wks 36.0 35.5 35.0 35.48 35.57 34.5 34.43 35.14 35.23 35.29 35.34 34.83 34.94 35.05 34.0 34.63 34.44• 33.5 33.83 34.02 34.24 Zero based budget 33.0 33.83 32.5 33.38 32.0 32.88 31.5 11/13/10 12/11/10 01/08/11 02/05/11 03/05/11 04/02/11 04/30/11 05/28/11 06/25/11 07/23/11 08/20/11 09/17/11 10/15/11 11/12/11 12/10/11 01/07/12• TTL BRBN BEAM GLB SW 2010 $ Share 2011 Goal Funded first Page 16
  • 17. Programming to Win• Brand planning & timing• Application of Insights• Retail theatre• Presentation theatre• Shopper insights Right to WinPage 17
  • 18. National Account Manager Fundamentals FRESH INNOVATION Presentation• Top To Top• Internal Performance Review Lemons, Coconuts, – QBR Raspberry, Blackberry – Monthly Heat Call Spices, Honey, Tangerine, Cucumber Right to – Hub Meetings 2 Win• Core Competencies and Functional Skills – Shopper insight calls – Distillery visits – Cross functional R &D – Brand experts: Gold accreditation BEAM GLOBAL Millennials July 2011 ENVIROSELL October 2010 BEAM GLOBAL ENVIROSELL 7Page 18
  • 19. Big Customer Focus: On Premise National AccountsAlignment of Organization Exposure, Trial & Adoption Model Prioritization of Accounts “North Stars” Programming to Win National Account Manager – Fundamentals Page 19
  • 20. Alignment of Organization: On Premise • Complete support from top of the business unit • Field alignment against accounts • NAM/KAM/Cat Man/Activation Center • Rare instances of National Marketing applying • Account “Plan on Page”: Top 5 goals, landscape, strategy • Program incubation – Agencies heavily involved • Innovation Listing • Innovation prioritization • Vistaar & Regional coordination of pricing Right to PlayPage 20
  • 21. Exposure, Trial & Adoption: On Premise• Brand Building Opportunities• Liquid to Lips: One Drink at a Time• Applying science & measures • On Premise Experiences Drive Off premise purchases (Mintel Study)• Gain buy in from marketers• Strive for true partnership with accounts• Defining areas to winPage 21
  • 22. Exposure, Trial & Adoption: On PremiseSocial Media Overview•Twitter•Strong social chatter throughout the day, with Red Robin being cited Right toas a “trending topic” on Twitter (meaning our brand was among thetop 10 discussed topics within the Twitter community) on the Playmorning of 12/6/11.•293 tweets using the #RR JimDay hash tag (this does not all othermentions about Jim Day – obviously we received quite a bit moresince we were trending)•Facebook Final Event RSVPs: 9,809 Going, 1,418 Maybe, 9,045 Invited (these figures are all due to WOM – from people forwarding / receiving the invite.) 6,500 new Facebook fans (typically week is approx 1K) 851% increase in people talking about Red Robin on Facebook 520,674 people reached from 11/30-12/6/11•Website 251,599 site visitors to RedRobin.com 74% increase in site traffic from previous week 24,083 unique clicks from RedRobin.com FFE to RSVPRed Robin Business Results• 32.1% increase in comp guest counts (41,000 totalguests) on 12/6/11• Jim Day Free Burger Guest Mix was 13.4%• Jim Beam Burger (Full Price) Guest Mix was 3.8%(about 1% higher than trend) Page 22
  • 23. THANK YOU!Page 23

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