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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
What is RDDs ASSOCIATE LEARNING ACADEMY?
An enterprise-wide training, education & associate -development process, that:
For every RDD position, identifies core skills, business processes / protocols, technology enablers and best business practices / solutions critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced training/education modules facilitating associate development and building organizational capacity and performance
RDD Associates Core Leadership Strategy
Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES train, develop & reward VALUED ASSOCIATE RESOURCES build momentum to ensure
FUTURE ENTERPRISE SUCCESS!
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
[II] Key
Elements & Topics
[III] Applications
&Utilization
[IV]Reference, Recap &
Next Steps
Key Considerations & Inputs; Project Team & Resources Methodology & Process; Technology Enablers Appropriate Documentation & Output
Applications (Client, Customer and/or RDD-Directed) Case Study Examples Targeting Adaptation & Usage
Recap Handouts & Reference Guide Next Steps & Timeline
[I]Course
Overview
Promo Mgmt
Course Overview: Definition / Purpose / Rationale Learning Outcomes & Objectives
Key Discussion Topics
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
What is Promotion Management?
Utilize all available tools Plan promotions Look at the TRENDS
Within the Category With the Customer With the Consumer
Execute programs at headquarters and at retail Make sure contracts are written Forecast the volume with the client Notify RDD customer service Notify Team Sacher Displays at retail Do post promotional analysis
With the Client With the Customer
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Why use Promotion Management?
Existing Client Manufacturers
Fishing Manufacturers
Customer Partners
Internal Associates
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
lanning
roduct
lace
rice
romotion
ogistics
alytics
hopper
What is P5LANS by RDD
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Source: IRI 52 Weeks Ending 2/22/15
Ahold 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $1,803,621,875 $1,795,703,160
Dollar Sales % Chg VYA (1.8) (1.6)
Unit Sales 557,246,104 551,081,1665
Unit Sales % Chg VYA (4.4) (3.1)
Stop & Shop 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $458,384,047 $457,221,241
Dollar Sales % Chg VYA (2.8) (2.0)
Unit Sales 139,317,681 138,065,095
Unit Sales % Chg VYA (5.8) (3.5)
Wakefern 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $1,054,748,043 $1,069,676,616
Dollar Sales % Chg VYA 2.1 3.2
Unit Sales 348,291,661 348,755,574
Unit Sales % Chg VYA 1.3 0.5
A&P Corporate RMA 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $238,356,857 $227,278,501
Dollar Sales % Chg VYA (9.6) (9.2)
Unit Sales 66,353,983 61,467,464
Unit Sales % Chg VYA (11.5) (13.4)
A&P Banner RMA 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $107,096,370 $102,597,144
Dollar Sales % Chg VYA (9.6) (8.4)
Unit Sales 29,085,047 27,081,574
Unit Sales % Chg VYA (11.6) (12.7)
Pathmark RMA 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $198,539,669 $183,864,406
Dollar Sales % Chg VYA (11.8) (13.3)
Unit Sales 60,172,713 53,701,082
Unit Sales % Chg VYA (14.1) (18.4)
New York, NY Food 52 WE 9/7/14 52 WE 2/22/15
Frozen Frozen
Dollar Sales $1,907,141,996 $1,897,955,867
Dollar Sales % Chg VYA (2.5) (1.4)
Unit Sales 574,330,047 564,154,106
Unit Sales % Chg VYA (4.1) (3.8)
Frozen Department Sales
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Situation- Implementation of 8 new Friendlys sundae cups at Wakefern. Insights/Obstacles-
Many of the sets are a 4 doors for pints and quarts Most of the sets are a 3 doors for pints and quarts There was not a one case distribution that went out on this item. Many groups have agreed to carry out side vendor pints and quarts. Stores down south carry Philadelphia water ices in the pints and quarts.
Strategy/Recommendation- RDD is currently using Wakeferns new 4 dr pints and quarts planogram Wakefern is in the process of making the 3 dr pints and quarts planogram which will be available in December. We have gotten numerous cup distros from S/R groups to help us cut the cups in. Blue Bunny 48oz is being discontinued so Wakefern and has asked if stores take one of the two doors and add it
to the pints and quarts. Retail has been using these tools to cut the Friendlys sundae cups into the pints .
Results- Wakefern has implemented a frozen surge team that is also out there resetting stores and cutting in our cups in the pint sections.
Friendlys Case Study 2014
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Collaborative Partnerships Freshest Foods Superior Merchandising
PERISHABLES BROKER ALLIANCE RDD Associates PRO-STAR HP Hood
2,785,860 UNITS
711,360 UNITS
243,474 UNITS
ShopRite March 2015 Frozen Food Month Ad Lock
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Client:
METRO NY SHOPRITE RMA AHOLD RMA A&P CORP RMA
CAL YTD (52 wks) FISCAL YTD (12 wks) FISCAL YTD (52 wks) FISCAL YTD (44 wks)
TTL FZ DEPARTMENT (IRI)
$1.9B, - 1.6% $244.2M, +2.6% NA $349.5M, -10.7%
Packaged Prm 48 oz $161.3M, -10.8% $18.3M, -13.0% NA $30.7M, -9.0%
Friendlys Pkg 48 oz $34.8M, -1.4%21.6% $ Share
$6.4M, -0.1%34.9 $ Share
NA $4.7M, -0.3%15.3% $ Share
Ice Cream Novelties $166.6M, -5.4% $11.0M, +2.9% NA $9.0M, -11.1%
Friendlys Novelties $5.5M, +60.0%3.3% $ Share
$1.0M, +22.3% 9.4% $ Share
NA $313.1K, +20.7%3.5% $ Share
Ice Cream Cakes $25.6M, -2.8% $2.4M, +4.6% NA $5.4M, -3.4%
Friendlys IC Cakes $1.9M, -1.6%7.5% $ Share
$217.9K, +8.6%8.9% $ Share
NA NANot Carried
Ice Cream Rolls $1.7M, +10.5% $152.4K, -25.2% NA $244.2K, +40.2%
Friendlys IC Rolls $1.2M, +15.9%69.6% $ Share
$119.8K, -29.9%78.6% $ Share
NA $127.5K, +126.6%52.2% $ Share
Ice Cream Cups $9.7M, -19.3% $303.3, +60.3% NA $1.3M, -11.3%
Friendlys Cups $1.0M, -10.7%10.5% $ Share
$137.9, +0.0%45.5% $ Share
NA NANot Carried
Nielsen - P/E 12/28/14
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Client:
METRO NY SHOPRITE RMA AHOLD RMA A&P CORP RMA
CAL YTD (16 wks) CAL YTD (16 wks) CAL YTD (16 wks) CAL YTD (16 wks)
TTL FZDEPARTMENT
$38.2M, -13.2% $23.1M, -4.1% NA $7.4M, -29.4%
Packaged Prm 48 oz $42.9M, -7.8% $23.1M, -5.2% NA $8.9M, -14.3%
Friendlys Pkg 48 oz $11.5M, +15.4%26.8% $ Share
$10.8M, +31.8%46.6% $ Share
NA $1.7M, +8.4%19.6% $ Share
Ice Cream Novelties $39.0M, -6.5% $17.0M, -8.5% NA $7.3M, -15.5%
Friendlys Novelties $1.6M, +34.7%4.0% $ Share
$1.3M, +16.6% 7.7% $ Share
NA $403.0, +70.4%5.5% $ Share
Ice Cream Cakes $7.4M, -0.5% $3.7M, +3.5% NA $1.8M, -1.1%
Friendlys IC Cakes $588.9K, +14.9%8.0% $ Share
$392.8K, +28.1%10.7% $ Share
NA NANot Carried
Ice Cream Rolls $323.8K, -1.5% $205.0K, +24.3% NA $38.3K, -33.3%
Friendlys IC Rolls $180.1K, +5.7%55.6% $ Share
$149.5K, +43.1%73.0% $ Share
NA $2.9K, -84.2%7.5% $ Share
Ice Cream Cups $3.1, +10.8% $1.1M, +390.5% NA $467.7K, +10.2%
Friendlys Cups $810.3K, +183.6%26.6% $ Share
$973.4K, (NEW)85.3% $ Share
NA $72.4K, (NEW)15.5% $ Share
Nielsen - P/E 4/18/15 YTD
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Wall Township, NJ
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Hamden Court, CT
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR 320 Strafford, CT
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR 398 Shelton, CT
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Brooklyn, NY
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Oakland, NJ
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Hamden, CT
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Stratford, CT
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SR Plainview, NY
Retail Execution
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
The Elephant (TREND) Is In The Room!! How Do We Capture It??
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
53% of consumers dislike supermarket shopping
14% say they hate it
They want things FAST..they want it NOW
On Line Shopping
Home Delivery
UBER Ice Cream last July Friday afternoon delivery
Deliver groceries within 20 minutes
Deliver lunch from a restaurant within 10 minutes
Amazon and Amazon Prime
Drones
What are TRENDS with CONSUMERS?
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
FOOD TRENDS: CONSUMER PERCEPTION
Consumers:
seek real foods
are skeptical of processed
see food as a badge of values
desire transparency from companies
Food is a badge of value
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Millennials are passionate about what they eat
They have a YOLO attitude
They never want to eat the same food twice
They love Food Trucks
Who has ever had a Waffles & Dinges?
Who has eaten at Shake Shack?
They have high college debt
They have mainly low paying jobs
They live at home
Yet.they have huge buying power
Today there are as many Millennials as Baby Boomers
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Culinary Chefs
Registered Dietitians on site in stores
Half price sales, EDLP programs, hybrid programs
Do they have a Value Proposition? PriceRite, Food Basics
Digital coupons
On Line Shopping
Home Delivery
Cater to health & wellness Organic & good for you
Create a WOW experience Who has ben to the SR in Morris Plains?
Celebrate food preparation and taste
What are TRENDS with CUSTOMERS?
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Digital Platform
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Friendlys Big Brand Bash Ad
$2.00 Digital off 4
Drive multiple purchases
Sold over 10,000 units on the FIRST DAY!
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Fisherboy Big Brand Bash Ad
Digital offer allowed Fisherboy Ad to get in print
$4.99 EDLP
$3.99 Sale Price
$2.99 with Digital
$1.00 retail P.O.S tear pad
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Target Marketing E-Mail Blast
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Get
$4.00OFFWhen you buy 5Lindys Homemade Italian Ice Products
click to save
offer valid 7/27 8/16
Offers available in-store or online at ShopRite from Home
Click to sign in to the digital coupon center and downloadSavings Just for You!
Simply scan your card at checkout to receive savings!Cannot be combined with any other offers. Offer valid fororiginal email recipient only and is not transferable.
Varieties include:LemonOrangeStrawberry / WatermelonCherryRaspberry LemonSour Apple
Loyalty Rewards E-Mail Blast
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Collaborative Partnerships Freshest Foods Superior Merchandising
PERISHABLES BROKER ALLIANCE RDD Associates PRO-STAR HP Hood
Club Pack Swing Page
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Organic Swing Page
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Organic- Health & Wellness Page
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Club Pack Direct Mail Target Marketing
Fisherboy
60oz Fish
Sticks
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Secure requisite client approvals & funding to pursue;
prep customer presentation
Presentation & activation at
customer
By 6/3015 By 7/15/15 By 9/1/15 By 10/1/15
Systematically, work thru the planning
template to build a GROWTH STRATEGY
for 2015
Select 1 client and target customer to
apply P5LANS business management
technique
Moving ahead PROMOTION MGMT