Kevin Rawlings - Leadership Check In
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Transcript of Kevin Rawlings - Leadership Check In
General Info
USSTC Scenario
IDQ Scenario
US Smokeless Tobacco Co – 14 Years
Part Time Military Rep
Sales Rep
Regional Analyst
Senior Analyst
National Analyst
IDQ Holdings, Inc. – 5 Years
Executive Sales Analyst
Category Manager
Expert Level User of MS Office Including MS MapPoint
Expert Level User of Retail Link
Extensive knowledge of the following: NPD Syndicated Data
Management Science Associates Databases
Knowledgeable with the following: Novaview
AC Nielsen
Spaceman
Prospace
Certified with Sam’s Club Inforem system
Wal-Mart and Sam’s Club version of Vendor Managed Inventory
Certified with AutoZone’s VMI System
Earned Bronze Level Certificate in Business Insights from Delta Associates
General Info USSTC
Scenario IDQ
Scenario
Obstacle:
Smokeless Tobacco Premium sales decline over last 10 years
Hurdles were identified as
Wal-Mart’s replenishment system as managed by McLane Co.
USSTC’s National Promotional plan geared towards C-Store Channel…not WM’s core consumer
Process: Our three person team created a plan based off of a multi-
can offering that would ship weekly (instead of quarterly like the current system)
First major hurdle was to sell the plan internally to Trade Development department and then fight for an audience and chance to present to Senior Mgmt
Second major hurdle was to sell the plan to both McLane and Wal-Mart
Once sell in to all parties complete, I became the Owner of the process and collaborated weekly with both McLane and Wal-Mart to run the $13.4 MM promotion
Process:
Caveat from Wal-Mart was that Sell Through, by SKU, had to remain above 95% at all times!
I managed the list of stores with 52 shipments per year of four different multipack displays and wrote the SSO’s every week that would load into the system and send separate orders for the 3,000+ stores that were included in the program to McLane
This required weekly collaboration with the Buyer and Assistant Buyer at WM and the Category Mgmt group at McLane
Results:
Premium MST sales had declined for the last 10 years
6%
10%
0%
5%
10%
15%
Year 1 Year 2
Total Premium MST Growth at Wal-Mart
Premium MST Growth
Sell Through on all SKU’s
Remained above 98%!
Results:
Program was so successful that the multi-can “value pack” promotion was adopted for use by our Corporate Trade Department throughout the entire Field Sales in Year 2, and remained in place until company was bought out
Obstacle:
Flat Sales at the Direct Shipped Clubs due to chronic Out of Stocks
Senior Mgmt Decree – No New Headcount
Process
Part of two member team calling on Sam’s that met with their Sales Mgmt to identify ways to improve our sales performance
Best Option was for USSTC to become a Co-Managed Supplier (VMI)
Process:
We identified two additional people from our corporate office that we could “borrow” for a few hours a week
I took them to Bentonville, Arkansas and all three of us became Inforem Certified
We then took over the ordering process for the 200+ Direct Shipped Clubs
Results:
We grew the Net Sales by $1.2MM in the first 9 months of the program!
General Info USSTC
Scenario IDQ
Scenario
Obstacle: Missed early season sales due to either Out of Stocks
or Stock in the wrong DC
Process: Major Hurdle identified:
AutoZone reluctance to invest too much money early in the season (to preposition stock)
I created a recommendation for the top 40 SKU’s by each of the 8 DC’s using historical sales data and long range weather forecasts that actually decreased the annual seasonal build purchase from $3.5MM to $2.5MM
Process:
I sold the process to the Director of Replenishment for AC Products with AZ and their Senior Mgmt approved the plan with NO changes
Results:
Their Seasonal Build order was shipped a full month earlier than previous seasons
AutoZone Total AC Sales are up +23% CYTD 2014!
My Seasonal Build was commended by AutoZone to IDQ Senior Mgmt