Virtual Roundtable...i.e. Soda/Snack • Military only Coupons both print/digital • Marketing and...

Virtual Roundtable

September 24, 2020

Industry Joint Business Planning

With Iveena Henderson


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ALA COMMISSARY COUNCIL

Stephanie Supplee, Coastal Pacific Food Distributors

Mike Bender, Proctor & Gamble

Virtual RoundtableIndustry Joint Business Planning

September 24, 2020

Joint Business Planning

DSD Bread & Snacks/SodasIveena Henderson – Category Manager

September 24, 2020

Category Role: FLAG SHIP

High Purchase Frequency / Drives basket size

DeCA Initiatives Drive Basket Size by 2 item Drive Value Drive Transactions

Goals and Key Performance Metrics (point-of-sale) / Panel data / Syndicated Data

• Nielsen Latest 52 w/e 9/05/20

• Arrest Sales Decline

• Patrons Savings 13.4%

• Product Availability 98%

Situation

Assessment

• Base Access, trips declining, missed opportunities

• Fill Rate issues (ACV not matching RSL)

• Sales impacted by low ACV low savings

• Savings undermined by increased pricing without category

manager approval

• Deals made a store level drain margin and value when price

too low

• Leakage to retail

• Quality merchandising and displays

• Currently conducting category review removing slow

movers from the category and notifying industry

• Ensure all segments (pricing tiers) in the category

are represented

• Patron Savings and Margin

• Inputting Data correctly in Vendor

Portal(BBM)

• Military-specific Offers (Ex: Star Card and

coupons)

• Multiple promos, BOGO etc..

• Create everyday multiple purchase pricing

strategy on secondary packages (IE 6pk.

.5L, 8pk. 12 oz.)

• PHQ Store allocations

Key Plans

• 2020 Finalize CSD and Premium Soda Category reviews in

progress

• Align on Retails and Holidays

• Launch New Items with quality merchandising utilizing Pallets

etc.…

• Promotional Theme Entrance POS (Excitement)

• Primary and Secondary Lead work with Stores to implement

POG

• Top 50 stores priority

• Virtual RELEX POG planning/set with industry

• Implement resets at a quicker pace

• Realize Category savings and margin goals

• Demo innovation plans for new items.

• Leverage products for cross merchandising

promotional opportunities

• Execute 100% of the annual lobby calendar

• Military only Coupons both print/digital

• Marketing and Social media support

• Price Multiples

• Pallets of Top items during Key months.

• Strive to be first to Market on New items to

compete with Retail outside the gate

• Tie in with Key Events that drive in-store

excitement with themed Mass Displays

• Annual Mandated display support.

Lobby/Perimeter

Execute

Measure

&

Scorecard

• Maintain Lobby Calendar execution

• Track new item ACV via Nielsen (60 day on shelf)

• Topline Scorecard measuring Category, Segment and

Manufacturer Performance (YTD, 26wk and 52wk)

• Compare volume lift of lobby display year over year including

package analysis

• Create annual promotional plan against lobby

calendar and secondary package for consideration

• Patron Savings and Shelf Price

• Bottler pricing against new margin and patron

savings

• In-store Execution and Sales

Representation

• Monitor distributor fill rates

• Check item ACV and close voids

• Meet Quarterly to discuss findings/adjust

plans accordingly

Joint Business Plan – Category: CSD – CARBONATED SOFT DRINKS

Source: Nielsen- Latest 52 Wks - W/E 09/05/20

CSD – Carbonated Soft Drinks

SALES $ YOY change UNITS Unit YOY change PatronSavings

DSD Soda $48,507,662 -3.2% 17,190,624 -5.9% 13%

Premium Soda $2,595,218 6.6% 893,358 3.1% 23%

Category Role: TRAFFIC DRIVER


DeCA Initiatives Drive Basket Size by 2 Items Drive Value Drive Transactions

Goals and Key Performance Metrics (point-of-sale) / Panel Data / Syndicated data


• Arrest Sales Decline in Non- Chocolate and Gum/Mints

• Basket, Patrons Savings 22%


Situation

Assessment

• Leakage: trips declining, missed opportunities




manager approval

• Too many changes to POG and stock assortment caused by

product pkg. changes and delete


• Product to fill orders to meet ACV levels

• Continue with Cat Evaluation, removing slow

movers


are represented

• Improve Patron Savings!


• POG Integrity/execution

• Keep product in stock (NIS)

• Display points of interruption

• Multiple promos, coupons, social media etc.

• Club Packs – force out quantities like OTBs

and seasonal are done currently.

• Product to fill orders meet ACV levels

Key Plans

• First to market, present annual plans for promotions


POG

• Cross merchandising with Private Label

• Drive incremental usage occasions, expanding the category

• Launch New Items with quality merchandising utilizing

Shippers/Pallets


• Leverage products for cross merchandising

promotional opportunities

• Category savings and margin

• Distribution (NIS)

• Evaluation




• Pallets or Shippers of Top items during Key

months.





• Ensure no out of stocks


Execute

Measure

&

Scorecard

• Present annual plans for promotions

• Track new item ACV via Nielsen/IRI (60 day on shelf)



• Continue/Benchmark Fill Rates through distributors

• Are WE growing the Category


• Cat Mgr./ Bus Mgr./ Store Mgr.

• Store Implementation

• Following up on the Field


Representation



Joint Business Plan – Category: CANDY


Candy


Chocolate $28,522,353 +6.74% 9,302,782 -.94% 20%

Non Chocolate $9,334,101 -2.42% 5,475,799 -5.65% 23%

Gum & Mint $3,497,200 -20.70% 1,426,650 -26.41% 19%

Category Role: Traffic Driver






• Basket, Patrons Savings 22%


Situation

Assessment

• Base Access, trips declining, missed opportunities




manager approval

• Cost issues (Margin is a requirement)

• Too many changes to POG and stock assortment caused by

product pkg. changes and deletes



• Maintain and improving Patron Savings

• Continue with Cat Evaluation, removing slow

movers


are represented

• Display points of interruption

• Keep product stocked

• Couponing, multiple promos, BOGO etc..

• POG Integrity/ set

• Inputting information into Vendor portal

correctly. (Price Types)

Key Plans

• Improve Fill Rates as we work out of COVID


POG/Resets

• Cross merchandising/Private Label

• Launch New Items with quality (WOW) merchandising

utilizing Shippers/Pallets

• Accept Annual Promotion plans to be executed as agreed

• Category savings and margin update

• Leverage digital coupons more effectively

• Evaluation

• Increase Power Buys

• Cross Merch/bundle Promotions where possible

i.e. Soda/Snack



• Pallets or Shippers of Top items during Key

months.

• Price multiples





• Ensure no out of stocks

Execute

Measure

&

Scorecard

• Track new item ACV via Nielsen/IRI (60 day on shelf)


Manufacturer Performance (Nielsen YTD, 26wk and 52wk)

• Continue/Benchmark Fill Rates through distributors

• Frequency: quarterly updates


• Store Implementation

• Following up on the Field


Representation



Joint Business Plan – Category: COOKIES/CRACKERS


Cookies and CrackersSALES $ YOY change UNITS Unit YOY change Patron

Savings

Cookies $24,291,093 +0.1% 9,249,546 -4.7% 20%

Crackers $22,449,778 -3.6% 9,380,304 -6.5% 22%

Specialty $ 4,202,704 -3.8% 1,630,714 -9.3% 20%

Snack PackCookie/Cracker $ 7,733,309 -18.9% 1,426,650 -24.1% 22%

Category Role: BASKET BUILDER






• Patrons Savings 14.1%


Situation

Assessment

1. Trips declining, missed opportunities

2. Base Access issues

3. Sales impacted by low ACV low savings

4. Savings undermined by increased pricing without category

manager approval

5. Cost issues (Margin is a requirement)

1. Quality merchandising and displays

2. Maintain Patron Savings

3. Continue with Cat Evaluation, removing slow

movers

4. Ensure all segments (pricing tiers) in the category

are represented

5. Improve Patron Savings!

1. Display points of interruption

2. Keep product stocked

3. Couponing, multiple purchase promo

4. OTB execution expectation

5. Improve order quantities to distributors

6. Ensure new product arrives to distributors

before go live date

Key Plans

1. First to market

2. Cross merchandising

3. Launch New Items with quality (WOW) merchandising

utilizing Shippers/Pallets

4. Execution of Salty Snack reset Lead work new dip shelving

5. Accept Annual Promotion plans to be executed as agreed

6. Top 50 stores priority

1. Virtual RELEX set with industry

2. Category savings and margin

3. Distribution (NIS)

4. Category Evaluations

5. Grow trips and dollars in units per trip

1. Military only Coupons both print/digital

2. Marketing and Social media support

3. Drive incremental usage occasions,

expanding the category.

4. Strive to be first to Market on New items to


5. Tie in with Key Events that drive in-store


6. Ensure no out of stocks

Execute

Measure

&

Scorecard

1. Present annual plans for promotions

2. Track new item ACV via Nielsen/IRI (60 day on shelf)

3. Topline Scorecard measuring Category, Segment and


4. Continue/Benchmark Fill Rates through distributors

1. Patron Savings and Shelf Price

2. Store Implementation

3. Following up to ensure field engagement

4. New innovation performance

1. In-store Execution and Sales

Representation

2. Monitor distributor fill rates

3. Check item ACV and close voids

4. Track top selling SKU distribution and trends

Joint Business Plan – Category: SALTY SNACK


Salty Snacks


DSD Snacks $ 63,135,575 2.1% 22,445,284 -2.6% 14%

Canister Snacks $ 9,334,101 -2.42% 5,475,799 -5.65% 20%

2020 Category Reviews MONTH CATEGORY TYPE OF REVIEW

Merchandising Specialist

In progress Bread Category Review Loretta Williams

In progress CSD, Premium Category Review Donita Higgins

In progress Misc. Meat Snacks Evaluation Larry Peck

September Snacks, Healthy Evaluation Larry Peck

September Snacks, Canister Evaluation Loretta Williams

October Snacks, Salty Evaluation Larry Peck

October Candy, Non-Chocolate Evaluation Donita Higgins

Virtual Roundtable

September 24, 2020


With Iveena Henderson

Virtual Roundtable...i.e. Soda/Snack • Military only Coupons both print/digital • Marketing and...

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Transcript of Virtual Roundtable...i.e. Soda/Snack • Military only Coupons both print/digital • Marketing and...