AVA Presentation Guidelines Presentation to Team sdfsf
Transcript of AVA Presentation Guidelines Presentation to Team sdfsf
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Sales and Marketing Productivity Team 1
Added Value Analysis
TOOL USED IN SALES AND MARKETINGPRODUCTIVITY PROJECTS
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Sales and Marketing Productivity Team 2
The Composition Of The Presentation
CHECKLIST
EXAMPLES
SOFTWARE
INTRODUCTION
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Sales and Marketing Productivity Team 3
Overview
What is Added Value Analysis?
Who is involved?
Why is AVA effective? How is it performed?
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Sales and Marketing Productivity Team 4
What is an AVA?
An Added Value Analysis (AVA) is a systematic
observation with the aim of:
focusing everyone's energy on essential activities
improving effectiveness of all activities by streamliningdecision making and improving accountability
achieving lasting improvements by eliminating non-
essential tasks
building commitment to ongoing improvement byinvolving staff in the process
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The AVA study is not:
An attempt to get people to work harder
A way of getting the same workload done withfewer people
An attempt to reduce the quality of the work to
the detriment of the business
What an AVA is NOT ...
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Who is involved?
All relevant Marketing, Sales and Supply Chain
functions, i.e.
Marketing manager
Product / Brand manager
Key Account Manager (KAM)
Supply chain managers
Any type of supporting function related toMarketing and Sales
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Why is an AVA effective?
The participants generate the improvementidea in conjunction with the team
It involves all areas in innovative thinking
and idea analysis
The management approval process
ensures a fit with long term strategy
It improves managers' cost awareness of
the tasks performed It streamlines activities, tailoring the
organisation to its workload
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Do we know which activities
we spend our time on?
Why carry out this survey?
30%Knowledge ?
100%Knowledge
Better Decisions
can be made
(Prior to Survey) (A full Time &
Motion study)
(This Survey)
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The Composition Of The Presentation
INTRODUCTION
EXAMPLES
SOFTWARE
CHECKLIST
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How is it performed?
Overview in 4 steps
Preparation with the unit heads
Analysis of activities
Idea generation
Action plan
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Preparation with the unit heads
- Meet with the Unit / Department Heads
- Explain how the study is carried out
- Explain the role of the organization and theexpected benefits
- Explain timetable and key dates
- Show examples of results from previous projects
- Show example of documents to be used (ie: AVA form)
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Analysis of activities
Preparation phase
- Define the areas of the Company to analyse and the
names of people that are going to receive the AVA- Define the AVA form(s), adapted for the market
- Make the computer ready to input the data once the
AVAs are received
- Prepare a cover letter and a sheet with instructions onhow to fill out the AVA
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Analysis of activities
Process AVAs with the computer application
- Input AVAs as soon as they are received and validated
- Extract reports from the system to analyse results
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Idea generation
Perform Brainstorming sessions to:
- Analyse results of AVA
- Generate ideas to improve productivity and eliminate
activities with no value added
- Evaluate cost, benefits, and feasibility of ideas proposed
- Integrate ideas with other proposals coming from the project
Present ideas to management to obtain approval
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- Define timetable for implementation considering
also pilot initiatives
- Define resources needed- Start implementation
Action Plan
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Tips ...
Don't underestimate the time needed
Test the forms before sending them out
by someone from the local Market
Inform people that no names will be
disclosed and that results will be
analysed in aggregated form
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The Composition Of The Presentation
INTRODUCTION
CHECKLIST
SOFTWARE
EXAMPLES
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Market X: Breakdown of main Brand
Management activitiesA third of brand management's
time is spent in meetings (28%)
and market visits (7%)
Of the remaining 65%,
consumer related activities,
new products and sales are the
three key activities of Brand
Management
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80100 OTHERS
CONSUMERRELATEDACTIVITIESNPDSTRATEGYSALESSUPPLYCHAIN
MARKET
VISITSMEETINGS
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Market X:
Consumer related activities
COMMUNI-CATION
3.2%
AGENCY-MEETINGS
6.3%
PROMO-TIONS4.2%
PR &SPONSOR-
SHIP1.3%
Involves major activities of planningand implementing communication
programs and promotions
Brand Management spends only 15%
of total time on this - hence time
spent on each task is low
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M k t X
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Sales and Marketing Productivity Team 21
New product development involves14.5% of brand management time
However time spent on each
specific activity is low
Market X:
New product development
TASTING0.7%
LAUNCH
FOLLOW-UP1.9% PLANNING &
COORD.6.5%
LAUNCH PREPA-RATION
0.9%
INT.
LAUNCH1.9%
RESEARCH0.9%
MKT ANALYSIS1.7%
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The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
SOFTWARE
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Added Value Analysis
TOOL USED IN SALES AND MARKETINGPRODUCTIVITY PROJECTS