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ROLAND VERMOOTE
24/03/2009
SALES DIRECTOR
Key driver…USP…
To consider each brand as a self-financed business
unit
24/03/2009
Key driver…Obsession…
Quality
Raw materials : choice, selection and controls
Tests before a new launch
Freshness panel and Summer stop
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Group Key figures
7,4 billion € turnover in 2008
20.000 employees
> 50 products
Present in 7 categories:
pralines/spreadable/industrial pastry/chocolate
snacks/dairy/drinks/pocket confectionery
15 plants
100% family owned company
Self financed projects
Leadership in :Italy, Germany & France
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Ferrero Belgium : Key brands
REGULAR ASSORTMENT
- 15 PRODUCTS/BRANDS
- 40 CONSUMER PACKS
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Ferrero Belgium : Key figures
113,7
growth ..
108.0
Turnover
In million euros
N° 2 in the chocolate
confectionery market
98.3
Leader with Nutella,
73.3 Ferrero Rocher and
Kinder Seasonal
products
58.9
In 20 years Ferrero
has multiplied by > 3
45.5 its turnover
30.8 Double digit growth
with same product
portfolio
N° 1 N° 2 N°1 & 2 N° 2 ….
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Ferrero Belgium : know-how
EXPERIENCE
COMMITMENT
COVERAGE
SERVICE
PROMO DRIVEN
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CASE « SUMMER »
DIAGNOSTIC
24/03/2009
REASON WHY ??
STATUS
1 ECONOMIC STATUS : FERRERO, A COMPANY WITH 2 DYNAMICS
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1 ECONOMIC STATUS :FERRERO, A COMPANY WITH 2 DYNAMICS
147
135
20,6%
113 111
103
93
91
71 70
66
79,4%
41
April-july
August-March
January February March April May June July August September October November December Turnover '06
REGULAR ASSORTMENT
- 15 PRODUCTS/BRANDS
- 40 CONSUMERPACKS
FRESHNESS POLICY
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2 TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER
134
125 123
121
108 108
94 93
88 89
83
…… 65
69
w1-5 w6-9 w10-13 w14-17 w18-21 w22-25 w26-29 w30-33 w34-37 w38-41 w42-45 w46-49 w50-01
Confectionery and sweet products represents +/- 12% of FMCG turnover but during
summer months dynamism drop-off (+/- 10%) :
- less SKU’s => space on shopfloor/shelf/….
- less rotations linked to consumption habits …or abilities
- trade priority : soft drinks, barbecue…..
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3 TOP BRANDS WITHIN CATEGORY, BUT ……FEW WITHOUT CHOCOLATE
(quality risk) AND …
CHOCOLATE SNACK
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4 SHOPPER: CONFECTONERY, A CATEGORY WITHOUT LIMITS
45%
the actual product that w as
purchased
30%
a particular type
20%
only the purchase of
confectionery in general
6%
only the brand
never (1) 2%
5% 10% 15% 20% 25% 30% 35%
0% %
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CASE « SUMMER »
OBJECTIVE
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Objectives:
AND
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CASE « SUMMER »
THE PROJECT
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ACTION PLAN :
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1 PRODUCTS: BESIDES OUR REGULAR RANGE, IN-OUT FOR 4 MONTHS
SPECIFIC SUMMER PRODUCTS
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MIX MEDIA ADVERTISING SUPPORT: USING NEW COMMUNICATION
2
TOOLS TO COMMUNICATE DYNAMISM OF PRODUCTS
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3 NO PROMOTION SELLING BUT CONCEPT SELLING
Before:
Now:
- Relationship based on facts and figures has been built : adding value to the category
- Ferrero is now not only perceived as the company of Nutella, Christmas and
Eastern but also as a full 360° supplier
- Shopper love to eat confectionery products also in summer time
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4 DEVELOPPING FLOOR CONCEPT FROM HYPERMARKET TO PROXIMITY
HYPER SUPER
PROXIMITY
PRODUCTS PRESENTATION
DECLINED FOR ALL CHANNELS
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CASE « SUMMER »
RESULTS
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1 ECONOMIC STATUS :FERRERO, A COMPANY WITH CHANGING DYNAMICS
+49%
20,6% 23,6%
+28%
79,4% 76,4%
April-july
August-March
Turnover increased with 49% in 2 years, better split of turnover between months
Increase
… of warehousing activities : +28% of cartons, +17% of pallets movement
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2 TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER
134
130
121 123
Sugar&Choc Market '06
115
Sugar&Choc Market '08
108
107
93
87 89
88
85 83
81 81
77
69
65
w14-17 w18-21 w22-25 w26-29 w30-33 w34-37 w38-41 w42-45 w46-49 w50-01
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2
TRADE STATUS: CATEGORY NEEDS FOR DYNAMISM DURING SUMMER
MARKETGROWTH IN APRIL-JUNE
Output in Million €
Output 06 Output 08 Growth %
Market 57,90 63,1 5,2 m 9,0%
Ferrero 4,2 6,5 2,3 m 54,8%
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3/4 CONSUMER/SHOPPER STATUS : TOP BRANDS WITHIN CATEGORY
Results :
+ penetration: 12.7->16.4
+ purch.frequency 2.6=>3
…
+ 40% Output Open market
+ penetration: 11.7=>15.7
+ 53%=>59% repeaters
+…
STRUCTURE Shelf
Promo Finance
Analyses
INFORM Distribution
NOURISH/FEED
INVOLVE
ADDED VALUE
COMMERCIAL PLAN
KAM + FIELD
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