“Brazilian best in class execution

of the international headquarters strategy”

Garoto is the largest chocolate producer in Latin America.After it´s acquisition in 2002, Nestlé starts a new era of investments and results. Garoto accounts for 60% of Nestlé´s confectionery business in Brazil regarding NPS and EBIT.

“Whenever, wherever, however” is the expression of Nestlé´s aim to have its products always at an arm´s reach of shoppers.

A Loja Perfeita Garoto is the local execution of international business models, distribution strategies and point of sale solutions to meet this objective, focusing on Avalilability, Visibility and Acessibility in onder to reach the market share leadership.

THE CHALLENGE

To build the execution excelence culture at the sales forcein order to secure the Right Product (sku), in the Right Channel, at the Right Price Point, in the Right Location, with Right Tools.

3638 39

4244 44 45 46

1 2 3 4 5 6 7 8

% d

e p

on

tos

de

ven

da

2003 2004 2005 2006 2007 2008 2009 2010

Acording do AC/Nielsen, +17.400 new stores introduced Garoto´s products

THE RESULT:

NUMERIC DISTRIBUTION EVOLUTION & LEADERSHIP

IN THE FOLLOWING SLIDES YOU WILL KNOW GAROTO´S MAJOR INITIATIVES REGARDING THE EDUCATION OF THE SALES FORCE IN ORDER TO CONQUEST EXCELENCE AT POINT OF SALE EXCECUTION NATIONWIDE IN BRAZIL.

1st and largest Network in Brasil 50 Independent Brokers; 200.000 costumers; 90.000 orders per month; 1.000 salespeople;

GAROTO´S INDIRECT SALES FORCE STRUCTURE

GAROTO´S DIRECT SALES FORCE STRUCTURE

06 sales offices80 salespeople;25 sales supervisors;700 merchandisers,

SALES ACADEMY

Training program focused on the principles of merchandising, sales techniques, competencies and attitudes.

TOP TO TOP MEETING

High level meeting with distributors.

SALES CONVENTION

SALES FORCE JOURNAL

MERCHANDISERS

INCENTIVE CAMPAIGNS

SALES FORCE INCENTIVE CAMPAIGNS

MANAGERIAL INCENTIVE TRIPS

Destinations: Chile, Caribean, Australia, Hawaii

Destinations: South Africa, Thailand, India, Ireland, Scotland, Russia.

VIP CLUB: LUXURY INCENTIVE TRIPS

Targeting channel´s top players

IN STORE SALES EXPERIENCE

Managerial staff and administrative collegues at the headquarters were invited to spend one day at the supermarket in order to better understand the sales environment and its needs.

ALTERNATIVE CHANNEL DEVELOPMENT

Kiosks at shopping centers

ALTERNATIVE CHANNEL DEVELOPMENT

Street vendor at music concerts

DISPLAYS DEVELOPMENT

DISPLAYS DEVELOPMENT

DISPLAYS DEVELOPMENT

CROSS SELLING IN PARNESHIP WITH P&G

MERCHANDISERS INSTORE INNITIATIVES

MERCHANDISERS INSTORE INNITIATIVES

MERCHANDISERS INSTORE INNITIATIVES

MERCHANDISERS INSTORE INNITIATIVES

MERCHANDISERS INSTORE INNITIATIVES

CHANNEL COMMUNICATION

Targeting major magazines and websites

DISTRIBUTOR´S FLEET ADVERTISING

EXCLUSIVE COSTUMERS DEALS

INSTORE BRANDS COMMUNICATION

THANK YOU!