TMC Corporate Presentation 2015

Winning @The Point of Sale

SPAIN – BRAZIL – USA – VENEZUELA – ARGENTINA - MEXICO – COSTA RICA

TMC has more than 19 years of experience in the design and implementation of solutions for Consumer Goods and Retail Industries in the areas of sales, distribution, trade and shopper marketing.

We are an international network of recognized senior professionals and business school teachers.

Our teams counts with extensive experience and knowledge in Latin America

We offer integrated solutions from diagnosis up to execution

Who are we?

An International Network of Go to Market, Trade & Shopper Marketing Experts

Where are we?

VALENCIA - CENTRAL OFFICE

RIO DE JANEIRO

BUENOS AIRES

CARACAS

MIAMIMONTERREY

SAN JOSE

Our Competitive Advantages

The quality and seniority of our global partners directly involved in projects from the outset

The simplicity of solutions and methodologies provided by highly experienced professionals

The highly competitive value equation

Customised support all the way up to implementation

Regional capabilities

Some of our Clients

INDUSTRY RETAIL

Femme Care. Infant Care. Toilet paper. OTC. Personal Care. Snacks Retail.

Foods. Diary. Beverages (Beer, CSD,

others). Tobacco. Liquor. Telecommunications. Home Care.

Summary of Knowledge & Expertise

CATEGORIES TRADE CHANNELS

Off Premise Supermark

et Minimarke

t Convenien

ce

On Premise Bar - Disco Restaurant

s Cafeterias

ORGANISATION DEVELOPMENT

SHOPPER & TRADE UNDERSTANDING

WHERE TO WIN

Product Portfolio - Core Areas

• CUSTOMER SEGMENTATION• ROUTE TO MARKET DESIGN• SUPPLY CHAIN

ORGANISATION DEVELOPMENT

HOW TO WIN

• ORGANISATIONAL MODEL• PROCESS AND TOOLS• TRAINING & DEVELOPMENT

• SHOPPER PROFILE & BEHAVIOUR

• SHOPPING OCASSIONS• B2B PROFILING & PURCHASE

PROCESS

• STRATEGIC PLANNING• JOINT ACCOUNT PLANS• C&S ACTIVATION PLANNING

SHOPPER & TRADE UNDERSTANDING

WHERE TO WIN


• SHOPPER PROFILE & BEHAVIOUR

• SHOPPING OCASSIONS• B2B PROFILING & PURCHASE

PROCESS

• Age• Gender• Civil status• Education• Address

WHO ARE THEY?

• Shopper are mainly MALE (66%)

• The average age is 37 years old,

• Very low incidence of individuals below 18 years old

• They are mostly employees (61%) and a Professional Level (48%)

• Spend about of 15min per visit in stores with Food vs 6min avg.

• 76% of Shoppers arrive in their own vehicles

• 62% got directly into the store without buying Gas

Fast & Simple

Increase visibility of

core categories

Reduce ordering,

payment and preparation

time of Food Service

Available Parking

Update operational

manual of the Franchise with clear guidelines to regulate the use of Parking

Space in front of the Stores

FACTS AND IMPLICATIONS

SHOPPER PROFILE SHOPPER & TRADE

• Decision Tree• Related products• Ticket Value• Product format

HOW DO THEY SHOP?

FACTS AND IMPLICATIONS

SHOPPER BEHAVIOUR SHOPPER BEHAVIOUR

• Link to consumption occasions

• Most relevant Skus and promotions

• Ticket value and size

• Day of the week, Time of the day

• Alone vs Together with family/friends

WHEN DO THEY SHOP?

Consumption Occasions Shopping Occasions

MORNING PLAN

DAILY CONVENIENCE

BEFORE HOME

EMERGENCY SHOP

Moment of Truth

68% of Juice Volume is sold in the Morning, together with Food Service.

Second most relevant moment is Before Home

which represents 25%, in bigger formats

SHOPPER OCCASIONS SHOPPER OCCASIONS

B2B Purchasers Profile – Behavior - Occasions

• Shopper profile by channel• Most relevant Skus and

promotions• Ticket value and size• Day of the week, Time of

the day• List vs POS decisions

HOW DO THEY SHOP?USER PROFILE CHANNEL PREFERENCE

INDUSTRIES

PROFESSIONALS

SHOPPER OCCASIONS

FAMILY MEMBER OR HOUSE EMPLOYEE

CONSTRUCTORS

HOME CENTRE

SPECIALIST STORES

NEIGHBORHOOD STORES

DISTRIBUTORS

How do they shop?


WHERE TO WIN

• CUSTOMER SEGMENTATION• ROUTE TO MARKET DESIGN• SUPPLY CHAIN

WHERE TO WIN

What is the most profitable segment and how is the product consumed in those occasions?

CUSTOMER SEGMENTATIONBased on Consumption Behaviour

WHERE TO WIN

ON PREMISE

WHOWHAT HO

WWHENHOW MUCH

WHEREWITH WHOM

1.351Segmented

Customers30DAYS

CUSTOMER SEGMENTATIONBased on Consumption Behaviour

WHERE TO WIN

CUSTOMER SEGMENTATIONBased on Commercial Variables

WHERE TO WIN

Methodology

Management Model

Organisational Model

Process Model

Implementation Plan

• Reduce Head Count• Optimize Cost to Serve• Improve Executional

Excellence Level• Block Competitors in low

profitable and/or high risk areas

Objectives Tools

ROUTE TO MARKET DESIGN Territory Franchising Model

WHERE TO WIN

Deliverables: Structure - Processes - Financial Assessment

Clear step by step process to implement the recommended

solution

ROUTE TO MARKET DESIGN Territory Franchising Model

WHERE TO WIN

Improved ModelPrevious Model

Prompt Sales

Pre Sales Own Delivery

Prompt Sales

Pre Sales Tele Sales

Third Party Delivery

Deliverables & Results

• New Logistic Processes, Responsibilities and Role Profiles

• Selection of Logistic Operator

• Definition of KPI’s• Compensation Model

-25%Cost to Serve

ROUTE TO MARKET DESIGN More Efficient Alternatives to Sale & Deliver your Products


HOW TO WIN

• STRATEGIC PLANNING• JOINT ACCOUNT PLANS• C&S ACTIVATION PLANNING

HOW TO

WINSTRATEGIC PLANNING

Planning & Coordinating Mechanism

Objectives

• Align Cycle Commercial Planning W/ Annual Planning and S&OP.

• Design a market-driven S&OP

• Assure adequate market understanding and programs and initiatives evaluation.

Deliverables

HOW TO

WINRETAIL & SUPPLIERS COLLABORATION

Joint Category Plans Approach

MethodologyObjectives

• Improve understanding of C-STORES business dynamics:

shopper behavior category performance store operation

• Identify the maximum Business Potential by Category, Segment and Stores

• Strengthen business relationship between Key Suppliers, Accounts and Franchisees

• 900 Shopper Interviews• 350 Shopper Observations• 350 Food Service Shoppers Interviews• Basket Analysis of 6,5 Million tickets

• 10 Stores nationwide

• First Workshop

• Desk Research

• Second Workshop

HOW TO

WIN

Deliverables

KEY CATEGORY PLANSNote: alternative approach is used for Industry driven Plans across channels

RETAIL & SUPPLIERS COLLABORATION Joint Category Plans Approach

HOW TO

WIN ACTIVATION PLAN: CUSTOMERS & SHOPPERS (C&S)

MethodologyObjectives

• What are the most relevant incentives to motivate target to:

a. Buy more

b. More expensive

c. More frequently

• What are the most effective mechanics to deliver those incentives?

a. Sampling

b. Instant Win

c. Collectable

d. Raffle

• What is the required frequency of contacts to achieve the desired target response?

HISTORICAL ANALYSIS

DESK RESEARCH

INTERVIEWS

STATISTIC CORRELATION

CYCLE PLAN

Build a well balanced annual

calendar by store

segment, channel or

account

Validate with

Category Leaders

and selected

customers

Impact on Headcount,

Processes, Roles and Responsibilities

ORGANIZATION

PILOT

Optimize model in a controlled

environment before rolling out

HOW TO

WIN

DeliverablesLIST OF MOST EFFECTIVE PROMOTIONS

LIST OF KPI’S

CYCLE PLANCORRELATED PRODUCTS

PRODUCT 1

PRODUCT 2

PRODUCT 3

ACTIVATION PLAN: CUSTOMERS & SHOPPERS (C&S)


ORGANISATION DEVELOPMENT ORGANISATION DEVELOPMENT

• ORGANISATIONAL MODEL• PROCESS AND TOOLS• TRAINING & DEVELOPMENT

ORGANISATION

ORGANISATIONAL MODEL: Development of a Sales & Trade Marketing Organization

Methodology

ANALYSIS OF SALES FUNCTION

PROCESSES MODEL DESIGN

ORGANIZATIONAL STRUCTURE DESIGN

ROLE PROFILE

CH

AN

GE

MA

NA

GEM

ENT

PLA

N

Tools

ORGANISATION

Tools

ORGANISATIONAL MODEL: Development of a Sales & Trade Marketing Organization

TRAINING AND DEVELOPMET

PARTNERSHIP TO OFFER AN

INTEGRATED COMMERCIAL

TRAINING SOLUTIONS

ORGANISATION

TRAINING & DEVELOPMENT

What is it?

The In-Company Business School is a revolutionary education concept specially designed for mid-senior managers and directors of the Commercial Area.

Training programs are designed by recognised teachers and consultants from the most renowned International Business Schools.

It is an integral training solution customised to the needs of each company.

Specialities

• Marketing• Sales• Field & Account Management• Customer Service• Trade & Shopper Marketing• Marketing Finance • Supply Chain & Logistic• Management and Commercial

skills

Models

• IBS Programs• Adjusted Programs• Exclusive Programs

ORGANISATION

Objective

Develop knowledge and world class skills in the areas of Strategic Planning, Execution Excellence in the Stores, Category Management and Customer Development.

Developing a cognitive and attitudinal platform in the commercial area to achieve excellence in the Trade Marketing team from day one in the company.

Contribute to motivation and retention of the best talent in the area of Trade Marketing

Program StructureMODULAR APPROACH

TRAINING & DEVELOPMENTAdjusted Program: Trade Marketing Excellence

ORGANISATION

Objective Program StructureMODULAR APPROACH

TRAINING & DEVELOPMENTExclusive Program: Optimizing Promotional Sell Out

At the end, our students receive the

certificate

European Union

IBSEducational Institution of Spain recognized by the

Consulting Team

Consulting– Since 1996 is CEO of TMC Consultores, based

in Valencia, Spain.

Extensive Experience across:

– Consumer Products and Retailers– European and Latin American markets– End Market, Regional and Global structures– Trade channelsKey Specialities include:

– Sales and Distribution models– Trade & Shopper Marketing– Trade channels development– Trading terms and conditions– Retail Operations and Finance– Optimization of organizational structures

Line Management and Background

– British American Tobacco (BAT) 7 years, PepsiCo, Seagram´s, Mavesa.

– Professor IESA: Key Account Management, Trade Marketing and Sales Planning

– VP Business and Professor EEG– Professor of Post graduation in Marketing –

UNIMET– Bachelor of Science in Arizona State University –

Marketing and Business Administration

Extensive functional and line experience in Marketing and Sales:

• Group Brand Manager – Seagram’s and Mavesa, Venezuela

• Trade Marketing Development Manager – British American Tobacco, Venezuela

Speaks Spanish (native tongue) and English fluently

JUAN MANUEL DOMINGUEZ - SPAIN

Consulting– Partner TMC USA


– Latin American markets– Local, Regional and Global management– Tobacco, Beverages and Food categories– Board of Directors

Key Specialities include:

– Shopper Marketing– Strategic Planning– Trade Marketing & Distribution– Regulatory Affairs– Organizational Transformation

Line Management and Background– General Manager of BAT México– Marketing Director BAT Venezuela– Country Manager of PMI Brazil– Board of Director José Cuervo International– Board of Director Hospital Christus Muguerza– Board of Director Zapoint Inc

Background

• BA International Business, Thunderbird School of Global Management

• BA Government – History, University of Arizona

Speaks English, Spanish and Portuguese

RICHARD SUCRE - USA

CARLOS IGNACIO ALFONZO - BRASIL

Consulting– Associate Consultant of Kantar Retail, Grupo

361 USA and Compass Mkt since 2011– Recently assigned as Director of TMC Brazil.Extensive Experience across:

– Tobacco and Beverage Industry– Latin American markets– End Market, Regional and Global structures– Trade channels with focus in Convenience

stores.

Key Specialities include:

– Shopper Marketing and retail communication– Category Management– Strategic Planning and Insights– Customer Segmentation– Negotiation


– British American Tobacco (BAT) 16 years– BA Industrial Engineering (UCAB) – Master in Marketing (IESA) with Honours


– Regional Business Development and Key Account of Americas – Brazil

– Head of Global Customer Engagement - UK– Head of International Brands - Brazil– Head of TMD, Strategic Planning and Insights -

Argentina– Head of TMD – Venezuela

Speaks Spanish (native tongue), English and Portuguese fluently

FRANCISCO TELEÑA S. – US (Miami)

Consulting– 8 years of experience in management

consulting industry (STO Trade Marketing Service and Everest Sales & Marketing Consultants).


– Consumer Products and Retailers– Latin American markets– End Market, Regional and Global structures– Trade channels with focus in Modern TradeKey Specialities include:

– Category growth strategies– Customer & channel investment strategy– Customer & channel business planning– Shopper insights activation– Strategic development of promotions– Total Demand Management Organisation

Development


– FMCP (9 years) – Unilever and Alimentos INVEPA.

– Professor of Category Strategy and Brand Marketing Plan, Trade Marketing and Key Account Management – CENDECO (UNIMET).

– Mechanical Engineer (UNIMET) with Executive MBA (IE Business School) and AMP (INCAE).


• General Manager – Alimentos INVEPA• Business Manager – Unilever• Trade Marketing Manager - Unilever• Key Account Manager – Unilever

Speaks Spanish (native tongue) and English fluently.

JUAN CARLOS BASCOPE. – MEXICO

Consulting– 5 years of experience in management

consulting industry (Strategic Planning, commercial and marketing capabilities).

Extensive Experience across:– Consumer Products and Retailers– Latin American and North American markets– End Market, Regional and Global structures– Trade channels with focus in Modern TradeKey Specialities include:– Strategic Planning (Brand-Category-Portafolio

Strategy) (Channel/Trade plans, Brand Plans, Category Plans, Joint business plan)

– Assortment and Visibility at the Point of sales– Trade Terms and Pricing– Shopper, client and consumer insights

activation– Strategic development of promotions– Advance Negotiation– Customer Finantials– General Trade, Route to Market and Value Chain

modeling and Customer Segmentation.


– FMCP (25 years) – Unilever and Alimentos Polar and Mavesa.

– Mechanical Engineer (A&M University, Texas, USA) with Executive MBA (INCAE, Costa Rica).

Extensive functional and line experience in General Management, Marketing and Sales:• General Manager and Board member – Unilever

ANDINA• Commercial Capability manager Americas–

Unilever• Sales Director - Unilever Venezuela• Marketing Manager– Mavesa- Venezuela• Promotional Manager- Mavesa- VenezuelaSpeaks Spanish (native tongue) and English fluently.

SERGIO SIMONETTI – BRASIL / ARGENTINA

Consulting Extensive experience across:

– Industries and Services, such as Foods and Pet foods, Beer and beverages, Tobacco and confectionary, Music and videos, Education and Consultancy services.

– Multiple channels and markets (Europe, USA, Latin America / Distributors, Grocery Retailers, Wholesalers and Hyper/Supermarket Chains)

Has led numerous projects to reorganize marketing, distribution and sales structures with focus on results

Board member for companies in several market segments;

Key specialities include:

– Marketing and Communication Plans

– Trade Marketing

– Sales and distribution strategies

– Category management

– High level Negotiation Language : Portuguese (native language), Spanish

and English

•


Sales and Marketing Manager and Director : Brahma (Inbev), Philip Morris / Kraft Foods Mars Group / Master Foods, Virgin / EMI

Entertainment Marketing, Sales, Trade Marketing, Key Account

Management expertise. Pioneered in Brazil the Confectionary operation of

Mars ; Brazilian's representative for worldwide best practices

sharing, in Mars Group for “impulse” experiences MBA professor and consultant for Getulio Vargas

Foundation Business School; More than 10 years representing Kantar Retail (before

Glendinning) in Latam. Writer/Books: Conheça seus SHOPPER O Poder compartilhado no PDV Trade Marketing. Estratégias

e Práticas para o PDV

Consulting– Partner TMC Consultores Costa Rica


– Tobacco and Telecommunications Management

– Latin America Markets– Distribution Management– Trade channelsKey Specialities include:

– Sales and Distribution strategies– Trade Marketing– Distributors Management– Negotiation– Retail Operations


– British American Tobacco (BAT) 18 years– Corporación Digitel 4 years– Economist (UCAB-Venezuela)


• Group Brand Manager – BAT• Trade Marketing Development Manager – British

American Tobacco, Venezuela• Regional Brand Manager Pall Mall & Viceroy- BAT,

Latin America• Head of Global Organization, Process and

Systems for Trade Marketing- BAT, London, UK• Trade Marketing and Sales Director- BAT,

Colombia

Speaks Spanish (native tongue) and English fluently

OSCAR GONZALEZ CALVO- COSTA RICA

We turn your challenges into solutions

We want to hear about your Biggest Commercial concerns and challengesso we can prepare a business proposalto quickly revert the situation and accelerate growth!

[email protected]

http://www.tmcconsultores.com/

http://tmcconsultores.com/[email protected]