Tattico Strategies Capabilities Deck

® Lieberman Research Worldwide | Microsoft Central Marketing Group Research | Confidential

TATTICO STRATEGIESPrecision Brand Growth


Your Brand

Positioning

Price

Package

Product Distribution Quality

Trade Relations

Promotion and

Advertising YOUR BRANDS ARE BUILT

UPON FUNDAMENTAL

MARKETING ELEMENTS


Your Brand

Supply

Distribution

Trade

Consumers

BUT YOUR BRANDS’ BUSINESS SUCCESS

IS DETERMINED BY HOW WELL

YOU MANAGE THESE

ELEMENTS


YOU HAVE A V IS ION…

AND A BEL IEF IN YOUR BRAND

THAT INCLUDES MAKING IT

THE VERY BEST IT CAN BE


Supply

•  Impacts: • Price • Promotion • Product

Story

Distribution

•  Impacts: • Price • Promotion

Trade

•  Impacts: • Promotion • Pricing • Consumer

Pull

Consumers

•  Impact: • Packaging • Taste

• Success

BUT HOW WILL YOUR VISION ALIGN WITH

THE REALITIES OF TODAY’S MARKETPLACE?


WITH 60 YEARS OF EXPERIENCE IN THE INDUSTRY WE HAVE HELPED BUILD BEVERAGE BRANDS

ACROSS EVERY MAJOR CATEGORY


HELP YOUR BUSINESS EXPAND AND

THRIVE

IN THE

BEVERAGE ALCOHOL MARKETPLACE

TATTICO STRATEGIES MISSION


OUR METHODOLOGY IS DYNAMIC AND ANALYTICAL,

ENSURING YOUR BRANDS GAIN TRACTION WHILE PROVIDING FOR LONG-‐TERM

BUSINESS GROWTH


WE NAVIGATE THE COMPLEXITIES OF THE BEVERAGE BUSINESS

TERRAIN WITH YOU.


WE ENABLE

ANY SIZE START-‐UP

OR ESTABLISHED COMPANY

TO GO HEAD-‐TO HEAD

WITH MAJOR INDUSTRY

PLAYERS


PROCESS AND SERVICES


Analyze Current Business

Provide Strategic Op9ons to Reach Goals

Test Strategies and Tac9cs

Develop Go to Market Plan

Launch Monitor and

Refine

AN INTERACTIVE EXCHANGE BETWEEN

BRAND OWNER…

…AND ADVISORS

TATTICO CONSULTING PROCESS


• Adver&sing • Digital • Public Rela&ons • Sales Promo • Trade Promo

• Distribu&on Strategy • Na&onal Accounts • Targe&ng Key Accounts

• Price Structure • Discoun&ng • Profit Management

• Brand Posi&on • Package • Taste

Product Price

Promo9on Place

WORKING WITH YOU WE REVIEW THE

KEY ELEMENTS OF YOUR BRAND

WORKING FOR YOU WE PLOT A COURSE USING EXPERIENCE AND BENCHMARKS


• Adver9sing • Digital • Public Rela9ons • Sales Promo • Trade Promo

• Distribu9on strategy • Targe9ng key accounts • Na9onal Accounts

• Price Structure • Discoun9ng • Profit Management

• Brand Posi9on • Package • Taste

Product Price

Promo9on Place

Ø  IS YOUR PACKAGING EFFECTIVE ENOUGH TO ATTRACT CONSUMERS?

Ø  HOW IS YOUR DISTRIBUTION IN KEY ACCOUNT SEGMENTS?

Ø  IS YOUR PRICING STRUCTURE MAXIMIZING YOUR SALES OPPORTUNITIES?

YOU ARE BUILDING FOR THE LONG TERM AND TO INCREASE REVENUE EACH YEAR


WE CHART A COURSE TO YOUR GOALS

WE PROVIDE OUR CLIENTS WITH THOROUGH DOCUMENTATION

OF OUR ANALYSIS AND RECOMMENDATIONS IN THE FORM OF AN

ACTION PLAN

WE ADVISE AND SUPPORT OUR CLIENTS THROUGHOUT THE EXECUTION

OF THE ACTION PLAN


IN THIS EXAMPLE, IF WINE D IS THE CATEGORY LEADER, AND WE ARE

ANALYZING WINE B, THERE’S CLEARLY ROOM FOR IMPROVEMENT TO HELP DRIVE SHELF IMPACT AND SALES.

4.5 4

3.6 2.7

0 1 2 3 4 5

Package Appeal

Wine A Wine B Wine C Wine D

0 1 2 3 4 5

On Time Delivery

Accurate Billing

Friendly Reps

Quick Response

Customer Ratings

Comp x Comp Y

HOW’S YOUR DISTRIBUTOR SERVICING YOUR RETAILERS? GOT A LIST OF ACCOUNTS? THE RESULTS CAN HELP YOU IN DIAGNOSING IF YOU’RE GETTING EFFECTIVE REPRESENTATION AND HOW TO IMPROVE IT.

PRODUCT & PACKAGING IMPROVEMENTS LEAD TO PROFITS


Brand A

Brand A’s Consumers

Where Consumers

Shop

Where Brand A’s

Consumers Shop

TARGETED DISTRIBUTION IS KEY TO WINNING CONSUMERS AND GAINING TRACTION. WE HAVE THE TOOLS TO HELP YOU BETTER TARGET THE MOST EFFECTIVE AND PROFITABLE DISTRIBUTION FOR YOUR BRAND

TARGETED DISTRIBUTION CREATES GROWTH


Retail pressures drive commodity

pricing

Your Brand’s Price positioned for

maximum attention and velocity

PRICE MANAGEMENT IS CRITICAL FOR NEW BRANDS. WE HELP YOU TAKE A STRATEGIC, LONG-‐TERM VIEW OF PRICING, AND HELP YOU MANAGE YOUR PRICING TO MAXIMIZE DISTRIBUTION, CONSUMER TRIAL AND LONG-‐TERM SUCCESS.

SMART PRICING ENSURES SUCCESS


CASE STUDIES


A MID-‐SIZED WINE IMPORTER IS SUFFERING FROM LACK OF ATTENTION BY ITS DISTRIBUTORS. TATTICO DEVELOPED BLEEDING EDGE MOBILE APPLICATIONS FOR ITS SALES FORCE. THIS COMPANY WAS LITERALLY FIRST IN THE INDUSTRY TO EMPLOY MOBILE APPS FOR SALES. THEY SOON HAD DISTRIBUTORS BEGGING TO ACCESS THEIR APPS, AND THE IMPORTER REGAINED CRITICAL DISTRIBUTOR ATTENTION AND EXECUTION.

RECOMMENDATION

CASE STUDY – SALES INNOVATION


A MID-‐SIZED WINE IMPORTER WITH A LONG HISTORY OF CONTENTIOUS RELATIONS WITH ITS DISTRIBUTORS WORKED WITH TATTICO TO REDEFINE ITS APPROACH AND RELATIONSHIP WITH THOSE DISTRIBUTORS.

BY BUILDING SOUND AND CONSISTENT PLANS WITH MEANINGFUL OUTCOMES AND REWARDS FOR THE DISTRIBUTORS, RELATIONSHIPS WERE RESTORED AND IN ONE INSTANCE, THE COMPANY WAS PUT ON THE DISTRIBUTOR’S UP-‐AND-‐COMING SUPPLIERS LIST, WHICH GAVE THE IMPORTER INCREASED AND INCREMENTAL ATTENTION AND SUPPORT FROM THE DISTRIBUTOR’S MANAGEMENT AND SALES FORCE. BUSINESS IN THAT DISTRIBUTORSHIP INCREASED OVER 20% IN A YEAR’S TIME.

RECOMMENDATION

CASE STUDY – DISTRIBUTION MANAGEMENT


JOE WILL ALSO NEED TO “SELL” HIS BRAND TO A LARGER GROUP OF RETAILERS AND DISTRIBUTORS.

CASE STUDY – JOE’S CRAFT BEER

HE NEEDS FUNDING, AND WOULD LIKE TO KNOW HOW HIS PRODUCT STANDS UP TO OTHER REGIONAL BREWS IN TERMS OF TASTE.

JOE’S CRAFT BREWERY BUSINESS IS DOING WELL AND HE’S STARTED CONSIDERING EXPANDING CAPACITY AND GOING TO NEW MARKETS.


THESE WERE TASTED ON A ROTATIONAL BASIS, RATED ON OVERALL APPEAL AND 6-‐7 SPECIFIC PRODUCT ATTRIBUTES

(E.G. HOPPY, SMOOTH, CARBONATION LEVEL, COLOR)

WORKING WITH THE WAIT STAFF WHO ARE TRAINED UPFRONT, 75 CUSTOMERS

ARE PRESENTED WITH THREE SAMPLES OF PRODUCT:

JOE’S IPA AND TWO REGIONAL

COMPETITIVE IPA’S

TATTICO CONDUCTS A BLIND TASTE TEST AT JOE’S CRAFT BREW HOUSE WITH HIS CUSTOMERS

RECOMMENDATION – JOE’S CRAFT BEER


7.2 6.5

6

0

1

2

3

4

5

6

7

8

Joe's Lagunitas Redhook IPA

RECOMMENDATION – JOE’S CRAFT BEER AFTER ANALYSIS THE STUDY SHOWS THAT JOE’S HAS A SIGNIFICANTLY HIGHER APPEAL RATING THAN THE COMPETITION, THOUGH IT’S COLOR IS RATED AS TOO LIGHT AND THEREFORE COULD USE A BOOST.

JOE USES THIS INFORMATION TO HELP IMPROVE HIS PRODUCT, AND SELL TO INVESTORS AND RETAILERS.


STRATEGISTS


[email protected]

(314) 223-‐2243

ANDREW P. MANSINNE

Andrew Mansinne is a leading authority and recognized senior business execuhve in the beverage industry. With a focus on fine wines and cral spirits, he specializes in restoring growth to internahonal and domeshc branded businesses. Andrew posihons fledging brands for market, refreshes exishng brands to boost trachon and manages complete brand overhauls. Andrew was recruited to be President of Aveniu Brands in 2010 and led the turnaround of this company. He refocused the company’s poroolio and, in response to the growth of arhsanal cocktails, built a unique cral spirits channel. He developed a first-‐in-‐class applicahon for the sales force that generated posihve feedback from distributors and set a new standard for sales-‐team based technology now used by compehtors. While Senior Vice-‐President at Brown-‐Forman, Andrew turned around several of the biggest brands in the beverage industry including Bolla, Fetzer and Korbel. Andrew likes sharing his business insights and, in addihon to speaking and presenhng to corporahons, has lectured at Indiana University’s Kelley School of Business MBA Program and has presented at the University of Virginia’s Darden School of Business. An MBA graduate from the University of Michigan, Andrew will help your brand achieve and grow capabilihes. Andrew lives with his wife and daughters in the DC area and counts himself fortunate among men. When not watching his Alma Mater (Virginia) fall to Notre Dame at football, he enjoys travel, golf and lakeside cookouts.


[email protected]

(314) 223-‐2243

JEFF S. MUSIAL

With 28 years of professional experience with major packaged goods companies, Jeff Musial has a wealth of experience in consumer insights, innovahon, and brand

management. He has worked in these roles with such iconic brands as Budweiser, Bud Light, Stella Artois, Michelob, Jack Daniel’s, and Southern Comfort with

Anheuser-‐Busch and Brown-‐Forman.

His markehng accomplishments include launching several new growth inihahves for Jack Daniel’s including a super-‐premium line extension, leading a global task force for

cider development, and development of many of the high end beer brands seen in the U.S. market today.

In consumer insights, Jeff has been at the forefront of industry change being a

champion for new methodologies such as: consumer segmentahon, ethnographies, trend panels, concept screening methods, and markehng research for experienhal

properhes (e.g. Budweiser Brewery tours and Clydesdales) He has experhse in many methodologies including tracking studies, concept development, adverhsing teshng, packaging and taste teshng, as well as qualitahve methods such as ideahon, focus

groups, and ethnographies.

Jeff earned an undergraduate degree from Vanderbilt University (History and Business Administrahon), and an MBA from St. Louis University.

He lives in St. Louis, MO.

® Lieberman Research Worldwide | Microsoft Central Marketing Group Research | Confidential

www.tatticostrategies.com

Tattico Strategies Capabilities Deck

Marketing

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