Two Points Credential
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Transcript of Two Points Credential
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Two Points Sdn. Bhd was incorporated in 2007 for the
specific purpose of taking over the Trade Marketing
Services Division of its affiliate company Creative Sales &
Marketing Sdn. Bhd.
This achieved two things. Firstly, it provided a cleardirection in terms of the development and expansion of
core competencies in the Trade Marketing environment
aligned to both identified opportunities and increasing client
requirements and secondly it provided a healthy separation
from the ancillary services carried out by Creative Sales &
Marketing.
Thispresenta,onisthepropertyofTwoPointsSdnBhd.Allrightsreserved.September2011
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The management team of Two Points has been integrally
involved in the development and implementation of several
well-known trade and consumer programs in Malaysia
including:
Esso Smiles First Consumer Loyalty Program in Malaysia
Citibank Rewards First Bank Rewards Program in Malaysia
F&N Partner Rewards First FMCG Trade Relationship Program in Malaysia
BAT Smart Best Trade Relationship Program of FMCG category in
Malaysia
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Our vision is to become the
benchmark Trade Marketing
Services agency in the
domestic and regional market.
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Our mission is to create values for
our business partners by providing
innovative and effective business
solutions that enable and enhance the
achievement of their Trade Marketing
objectives. We will do this by creating,
building and managing Trade Programs
that deliver specific and measurable
outcomes.
Thispresenta,onisthepropertyofTwoPointsSdnBhd.Allrightsreserved.September2011
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Thispresenta,onisthepropertyofTwoPointsSdnBhd.Allrightsreserved.September2011
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Thispresenta,onisthepropertyofTwoPointsSdnBhd.Allrightsreserved.September2011
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Thispresenta,onisthepropertyofTwoPointsSdnBhd.Allrightsreserved.September2011
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BATM Smart Program
Appointed as Agency (affiliate company CSM) in 2002on a retainer basis
Agency role concept development, programmanagement, creative design, product sourcing,
redemptions and fulfillment, reporting
Program Objectives1. To develop a relationship with targeted retailers,
beyond transactional
2. To incentivize improved compliance in key TradeMarketing criteria
Scope of Services
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BATM Smart Program
Achievements: 1. Independent research* has been carried out twice during the term of
the Program and the results of both rated the Program as best in the
FMCG category in Malaysia
2. Compliance standards improved by over 50%3.
Consistently achieved a retailer participation rate in Trade andBrand Campaign of >40%
*AC Nielsen and Synovate
Clients Testimonial:Our Smart Program is a game-changer. Our competition
keep trying to copy our Program and have repeatedly
failed.
Richard Widmann
H.O.T BATM
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BATM Smart ProgramProgram Evolution: Expansion of membership by 8-fold over 9 years Improved selection criteria based on Retailer Classification System
covering clients 90,000 outlets (system rollout and support to Field
Force PLUS independent audit carried out by Agency) Launch of SmartNews A quarterly newsletter to retailer which was
soon adopted by Brand Marketing based on researched readership
rating of >90% vs. other Trade communication materials which rated
at 30%
Development of Program tiering structure to enable, right investmentin right retailer and progression by performance.
Development and Implementation of Retailer Scorecard system tomeasure retailer performance and enable accurate tier placement
Incorporation of Brand activities into Program dynamics involvingintegration of Call Centre as a primary communication mechanic
Implementation of Field Activities both Program-related and Brand-related i.e. Mystery shoppers, Surveys, Compliance Audits, ChannelEngagement activities
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BATM Smart ProgramCurrent Developments: Development of segmentation strategy to more effectively match
Program incentives with Retailer motivations.
Improvement in Program flexibility to enable targeted applicationof Channel and Brand activities
Implementation Plan for development of Retailer Advocacy
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Guinness Anchor Berhad Appointed as agency to manage the GAB Academy which is
part of GABs nationwide trade engagement program for the
Modern-On-Trade channel with focus on the development
and training of retailers frontline and managerial staff via
third part international training specialists for advancing
product and F&B service skills and know-how
Appointed as agency to provide management, field servicesand incentives for a nationwide retailer program involving
outlet owners, outlet staff and GAB-appointed promotional
staff. The focus is on merchandising, compliance, adherence
to quality standards and direct consumer communication
Scope of Services:
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Staff strength : 18
Support Resource : Field Agents - 15
Call Centre - 15
Billing (2010) : RM 6.2 mil
Major clients : BAT, GAB, Prudential
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SIMON SIM- Managing Director
Co-established CSM/Two Points. Spearheaded the creation and launching ofclass-leading rewards marketing initiatives which include:
Citibanks CitiRewards
Guinness/Anchor Crystal Lucky Star Crystal PromotionGuinness Beauties ContestIn addition he orchestrated the defining, development and implementation ofTwo Pointss key Relationship Marketing Programs:
SmartOne for British American Tobacco MalaysiaPartner Rewards for F&N Coca ColaStar Rewards for Hong Leong Assurance Berhad
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TENG HUEY JONG - COO
17 years of brand and trade marketing experience in the trenches of some ofMalaysias hottest, most demanding marketing assaults. From his various
positions with CSSB Consulting, Celcom, British American Tobacco, ColgatePalmolive, he brings a marketing savvy that is as current, and dynamic as it is
vast and rich.
His portfolio includes:
VP Business Development CSSB ChinaVP Sales Central Region, CelcomOrganization Development Manager, BATRegional Manager East Malaysia, BATGroup Brand Manager, BAT
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JOHN PIPER-Strategy D irectorJohn Piper, co-founder of CSM/Two Points. is principal ofAROC MARKETING PTY. LTD., ADELAIDE, AUSTRALIA
His considerable marketing portfolio boasts several blue chip
brands. Of note are :National FoodsTennis AustraliaLion Nathan BreweriesCastrol Lubricants
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The emergence of Trade Marketing practices as an integral
component in providing a direct influence on both Retailers
and Consumers translates as an increasing need andrelevance of the services and systems provided by TwoPoints.
Add to this, rapid development in the disciplines of Shoppers
Marketing and Shoppers Insights and the critical nature of acorporations relationship with its key retailers is self-evident.
With its wealth of experience and expertise, TwoPoints is well-
placed to take advantage of these opportunities.
Current ProspectsREDBULL Trade Relationship Program
PRUDENTIAL Agency Force Incentive ProgramGAB Trade Relationship Program
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Contact details:
Two Points Sdn Bhd16A Jalan USJ 1/33
USJ1, 47600 Subang Jaya
Selangor Darul Ehsan
Malaysia
Tel: +603 8024 6899
Fax: +603 8024 7899
Contact person:Teng Huey Jong (+6019 666 2228)