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PRESIDENT’S RING OF HONOR
Kent Ho Grocery Area Sales Executive
West Scotland & North England
Reward and Recognition
What does ROH mean to me…
Refresh your world
Over achieving the role of Grocery Area Sales Executive. Being the best!Hard work, commitment and pride.
My ROH AchievementDiet/Pepsi Max/7Up Free 600ml
Heighten your taste buds
Measurement 2
8/8 Stores in Morrison’s.
100% efficient
Personal challengeUplift in ROI
Key FocusOTG Drinks
Measurement 6
Increase % from base
sales
Measurement 1
Additional displays
Measurement 3
Increase % from base
sales
Measurement 4
Progression to 1l drinks.
Doubling the profit
Measurement 7
Beat the competitions
tactics
Measurement 5Cross regional success into
Tesco’s.
The Why?
Be the best
+4.5%+ =+ Great
price point at 57p
1L+ =£x2!
(Data provided by www.business-standard.com)
# 1
Successful Regional PerformancesMorrisons and an introduction into Tesco
Pick one up
Morrisons Tesco
Tesco
Increase from Base sales and Rate of Unit sales of 500/600ml On The Go drinks – Morrisons & Tesco
Quench your thirst
+900%
+170
Sales Trend vs Last year Growth from Base sales Year 11/12 vs Year 12/13 of…
201252 201303 201306 2013090
100200300400500
Morrisons Unit Sales 12/13 Morrisons Unit Sales 11/12Tesco Unit Sales 12/13 Tesco Unit Sales 11/12
Cluster Called Stored
Region Area My Call file0
1,000
2,000
3,000
4,000Unit Rate of Sale
Morrisons 400 vs 670 + Tesco 1935 vs 3900Total increase of…
Morrisons Tesco
The RESULTS
£20K - $33KCHEERS!
53%Up lift from base
sales in 36 weeks.
32,168Units sold in 36 weeks.
Competition or Store Objections
Adapt and Overcome = WIN
The Competition - Morrison’s AuchinleaBarrs Irn Bru 500ml -• Priced at 69p vs Pepsi/7Up at
57p.• Display only at rear of
Supermarket vs Pepsi at Front of Store
• Last of the Barrs promotional stock at 69p in Scotland.
• Pepsi continual of OTG at 57p.The Objections – Stores of the Future. Morrison’s Anniesland All Stores of the Future -
• Have Clear floor policy• Explored other venues• Different support for this
promotion • These were Petrol Filling Stations, (PFS) where the sales are returned back to store.
• Checkout Tops/Stands.
=
Introduction of 1L Pepsi drinks on to Additional displays as planned - Doubling
our profit
Evolution
+200%Unit Growth sales Year 11/12 vs Year 12/13 of
a36 weeks period…+67.
00
Growth from Base sales Year 11/12 vs
Year 12/13 of a36 week period
Morrisons
The RESULTS
£43K- $69KCHEERS!
56%Up lift from base
sales in 36 weeks.
42,840Units sold in 36 weeks.
How to gain additional displays across Supermarket fascia'sYour Tools• Killer facts• Pepsi as a whole grew 14% Vs CCE’s 2% during London Olympics 2012. • OTG more profitable.
• Promo brief and timing• When are OTG on at 57p/2F£2, Period, Which season to increase orders. SELL!
• Store level data• Show uplift from Base Sales and Unit Sales
• Knowing the demographic area• Snack Express, PFS, Checkout ends/Tops – I.e. Large footfall of students, taxi
drivers, factory works
• Relationships• Who to ask, 1)Deputy Store Manager, 2) Grocery Manager 3) PFS Manager.
• Benefits – 1) Distributor 2) Supplier 3) Consumer
The Future – Sharing Nationally
Achieving is believing
Sharing “Best Practices” nationally
Stronger as a whole
• Shared my Best Practise with the rest of the team.• Making Pepsico a larger scale of distribution within the UK.
“I coached my colleague how to gain wins with On The Go drinks in Morrisons with my experiences and wins.” – Kent Ho
Morrisons Greenock - Craig Gilchrist, Grocery Manager – By Craig Hart ASE103How?• Noticed a large volume of stock of 500/600ml of Pepsi, 7Up in
store.• Used Kent’s case studies and wins to prove Base Sales and Unit
sales.• Sited Pepsi sited Diet/Max Pepsi on multiple checkout tops.• Maximise sales during good weather.
The Results of Sharing “Best Practices”
Winning
Growth from Base sales Year 11/12 vs Year 12/13
+37% +370
Units
Unit Growth sales Year 11/12 vs Year 12/13 of a
£18K - $28K
WE MADE THIS!
£81K - $130KCHEERS!
In 36 weeks WE MADE THIS…
Questions?
Thank you
The World is YOURS!
