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world customer execution class

Commerical Advantage Introduction

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Page 1: Commerical Advantage Introduction

worldcustomer

execution

class

Page 2: Commerical Advantage Introduction

Albert HeijnAsdaAuchan Birds Eye IgloBootsCadburyCarrefourColgate-PalmoliveCoca-ColaCo-opDelhaize

DiageoEnergizerHeinekenInnocent DrinksKimberly-ClarkKraftMarsMcCormick FoodsMetroMorrisonsNestlé

PepsiCoPick n PayProcter & GambleReckitt BenckiserSainsbury’sShopriteSSL InternationalTescoUnileverWaitroseWalmart

our regional experience

UK Europe North America Asia Africa

Commercial Advantage helps leading consumer goods companies deliver world class customer execution.

We bring customers to the very heart of your organisation.

We’re hired by leaders who are determined to deliver hard tangible results.

Our Integrated Customer Execution (ICETM) Diagnostic helps confront the facts of your organisation’s current reality to create a pathway to real results.

We provide genuine insight into your customers’ needs, thought leadership on how to deliver your own objectives in this context, and a full integration service to bring the customer lens to all functional operations: Sales, Marketing, Finance, Supply Chain, HR & IT.

World class customer execution is a £50m - £100m opportunity for a sizeable consumer goods manufacturer.

If you would like to understand how we could help your organisation deliver commercial advantage, please contact our Chief Executive, Aidan Bocci on +44 (0) 77147 60997 or [email protected]

approachreal results

delivers

ourdeepexpertise

in a dynamicmarketplace

Page 3: Commerical Advantage Introduction

irst for innovation. Core grocery categories are becoming

increasingly commoditised, driving intense competition between

retailers and extreme demand for differentiated new product

introduction. Can you Accelerate NPD or will you fall behind?

tilise scale. In a highly competitive market, retailers are

both seeking to increase purchasing power and cement

relationships with consumers. Will you Restore Influence

or sink into irrelevance?

ransform cost base. The global recession has driven a downward

shift in consumer spending power. As consumers

demand more for less and retailers respond, are you able to

Optimise the P&L or are your margins spiralling downwards?

nlock value. As retailers expand into new categories and services,

traditional categories are being squeezed. Can you Build Brand Relevance or are your brands providing little leverage?

each more shoppers. Retailers are trying to satisfy multiple

shopper missions across a variety of retail formats. With traditional

media failing to connect your brands to consumers, can you

Tailor Execution or is the relationship lost at point of purchase?

xpand globally. The top 10 global retailers now have combined

revenues of over $1 trillion. As global supply chains and cross-border

trading takes hold, can your business Integrate Geographies or

will expensive cracks emerge?

demand a response

customer strategies deliver

customer

weworld class

helpexecution

Optimise P&LReduce cost-to-serve

Maximise working capital

Transform local pricing & trade terms

Drive process efficiences

Accelerate NPDReview the portfolio

Identify new products & services

Optimise innovation processes

Reduce time-to-market

Build execution plans

Restore InfluenceGet the basics right

Understand customer needs

Embed Joint Business Planning

Demonstrate category leadership

Build multi-functional interfaces

Tailor ExecutionEnable shopper marketing

Improve instore activation

Optimise trade promotions

Drive product availability

Build Brand RelevanceTurnaround brands

Ensure sustainable approach

Plan high value co-marketing

Integrate GeographiesConsolidate supply chains

Structure global account management, pricing & terms

Rationalise brands & products

Page 4: Commerical Advantage Introduction

our unique customer

insight drives world class solutions

ICETM DiagnosticA diagnostic tool for capturing customer feedback on supplier performance and customer insight into potential solutions that will work in reality.

ICETM Solution Component ModelA design tool for interpreting customer feedback, assessing underlying root causes and identifying the solution components required for a world class solution.

World Class SolutionA full integration service providing specialist expertise for building world class customer execution capability.

Strategic Business Planning

CSR & Sustainability

Brand, Product & Innovation

Pricing & Terms

Physical Supply Chain

Finance & Administration

Promotion Investment

Shopper Marketing

Format Differentiation

Cross-Functional Relationships

Unique Value

Proposition

Accelerate NPD

RestoreInfluence

TailorExecution

IntegrateGeographies

OptimiseP&L

BuildBrand

Relevance

Design

Build

Diagnose

ICETM

SolutionComponent

Model

we provide the following services

The customer lies at the heart of our 3 key areas of expertise

Commercial Strategy

Commercial Execution

Supply Chain Execution

World Class

Customer Execution

Customer Diagnostic Strategic Analysis Bespoke Research

‘Real Results’ Projects Process & Performance Improvment

Customer & Channel Landscape, Category Expandability, Customer Insight Generation, Portfolio Appraisal, Customer Profitability, Trade Investment Deep Dive, Route-To-Market Model, Product Complexity Evaluation.

‘Real Results’ Projects Process & Performance Improvment

World Class Training

World Class Training

Trade Promotions, Shopper Marketing, New Product Launch, Pricing & Terms, Customer Business Planning, Commercial Brand Rejuvenation, Challenger Brand Development, Field Sales Effectiveness, Demand Forecasting.

Transport & Warehousing, Cost-To-Serve, S&OP, ‘Perfect Order’, LSP Tendering, Collaboration With Other Manufacturers, Major Customer Management.

Supply Chain Execution

Commercial Execution

Commercial Strategy

Page 5: Commerical Advantage Introduction

Commercial Advantage Services Ltd. 3 More London Riverside, London SE1 2RE

+44 (0)20 3283 4471www.commercialadvantage.com

’Commercial Advantage’ the thumbprint symbol, ‘real results’ in the thumbprint and associated logos are all trademarks of Commercial Advantage Services Ltd.

Copyright © Commercial Advantage Services Ltd 2010. All rights reserved

“ We use Commercial Advantage for their strong focus on execution”

Martin Glenn, CEO, Birds Eye Iglo Group

“Commercial leadership experts with a bias to action” Mark Greatrex, SVP Still Beverages, The Coca-Cola Company

“ They push hard to ensure a plan is built and delivered that will really work”

Alex von Behr, SVP Customer Management, Unilever Asia

“ Commercial Advantage have helped us raise our ambitions and deliver results through practical steps”

Malcolm Swift, President EMEA, McCormick Inc.

“ Results delivered quicker and to a higher level than we could have delivered in-house”

Nick Powell, MD North West Europe, Energizer Group

“They are results driven, pragmatic and challenging” Amanda Cooper, Strategic Customer Development Director, Kimberly-Clark Europe