Collaborative Partnerships Business Solutions Leadership - Breakthrough Results

RDD ASSOCIATES Perishables Expertly Merchandised

Enterprise-wide Training, Education & Associate-development
1
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
What is RDDs ASSOCIATELEARNINGACADEMY?
An enterprise-widetraining,education&associate-developmentprocess,that:
For every RDD position, identifies core skills, business processes /
protocols, technology enablers and best business practices / solutions
critical to delivering salesagencySERVICEEXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced
training/education modules facilitatingassociatedevelopmentandbuilding
organizationalcapacityandperformance
RDD Associates Core Leadership Strategy
EnterpriseSustainability - Laser focus on GROWINGOURBUSINESSES
train, develop & reward VALUEDASSOCIATERESOURCESbuild momentum to ensure
FUTUREENTERPRISESUCCESS!
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
What is an RDD Case Study?
How do we create an RDD Case Study?
Applications (Client, Customer and/or RDD-Directed)
Case Study Examples
Recap/Quiz
Handouts & Reference Guide
Next Steps & Timeline
[I]
Course
Overview
Course Overview: Definition / Purpose / Rationale
What is a Case Study?
Key Discussion Topics RDD CASE STUDY TEMPLATE
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
What is a ?
Aprocessorrecordofresearchactivity,inwhichdetailed
considerationisgiventothedevelopmentofa
particularperson,group,orsituation
overaperiodoftime
*Situation
*Insights
*Program/Strategy
*Results
RDD BUSINESS SOLUTION
RDD CASE STUDY:
-Informative,yetBrief
-TransferrableApproach
-ShareGoodNews!
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
SUMMARIZE and SHARE Key Business Findings that will help
make RDD stronger
Examples may include:
Identify Pursuit of Business Opportunities
New Brand and Item Launches
New Promotional Strategies, Price Points and Vehicles
New Technology Applications & Usage
New Marketing Platforms (Digital, RDD Themed Events)
Help Identify What Will Work & What Will Not
Great/Consistent Way to Share Ideas and Good News
Why do we need RDD CASE STUDIES?
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
How do we create an ?
1) SITUATION:
-What is the opportunity or challenge your brand or account is facing?
-List your specific objective (gain 4 new items into account X by a certain date?)
-What are the barriers and challenges?
2) METHODOLOGY & INSIGHTS:
-Use fact-based findings to support your opportunity
-Give current state of the business and background information to help your cause
-Use IRI data, panel data, Feature Vision, Storeflix, PPI (if applicable)
-Use visuals when possible (Chart, Graph)
-Create a story of that backs up your objective
-Create a story that explains what you want to accomplish
3) STRATEGY/PROGRAM/RECOMMENDATIONS:
-What is your course of action? What type of program was run?
-Do the insights support your opportunity?
4) RESULTS:
-What did you find? What were the results?
-Is this a success story? Time to share!
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Enterprise-wide Training, Education & Associate-development
7
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Situation The St. Patricks Day timeframe offers an incremental sales
opportunity for the Baileys brand
Strategy Utilize the holiday timeframe to leverage both the circular
and Shoprite.com to create an exciting consumer theme: Celebrate this St.
Pattys Day at Shoprite.com by entering to win a VIP trip to Ireland, courtesy
of Baileys Coffee Creamers
Program Ran March 8
th
through March 29
th
:
Front page week of 3/9 ad highlighting Baileys 16 oz at half price: 2/$3
Inside circular ad slick highlighting Baileys Trip Offer, new Baileys
flavors and a digital coupon available at Shoprite.com
Shoprite digital E-Coupon for $1 off 2 (limit one for redemption)
Shoprite.com advertisement highlighting the sweepstakes with a link
to the landing page for electronic entry
Prizes:Grand Prize: a 6-night, 7-day trip for 2 to Ireland
Twenty (20) First-Place Prizes: A branded Baileys gift pack:
-A Baileys branded Contigo travel mug
-A Baileys branded tote bag
-Two (2) coupons for free Baileys Creamers
8
SHOPRITE - ST. PATRICKS DAY March 2014
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
9
SHOPRITE - ST. PATRICKS DAY May 2014
Results:
Baileys saw a volume increase of +26.5% vs YAG during the campaign period
This growth was greater than all other brands
The contest drove strong interest among Shoprite consumers:
In total there were 2,323 entries into the contest (over 3 weeks) with
1,718 unique entries
A Grand Prize winner from New York was awarded, and accepted, the
trip to Ireland
20 First-Prize winners have selected
The E-Coupon averaged over 2,000 downloads/day and had a 30%
redemption rate
This was a highly successful promotion for the Baileys brand which
helped to drive volume growth, as well as excitement for the brand!
26.5
15.8
(23.7)
(20.8)
(30.0)
(20.0)
(10.0)
0.0
10.0
20.0
30.0
BAILEYS Creamers Total Coffee Mate Int'l Delight Private Label
% Volume Chg vs. YAG
TOTAL Wakefern RMA
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Situation NFL tailgating season offers terrific opportunity to leverage
RDD brand portfolio for a major thematic synergy promotion
Objective Design & activate a digitaltailgatingpromoat ShopRite that
targets & incentivizes shoppers to purchase participating RDD tailgating
brands either via ShopRite from Home service or in-store
Insights SRsTopfromHomeandTop30segmentsareprimarily
familyshopperslikelytoTailgateatHome; digital program facilitates
shopper promo across multiple brands in multiple perishable departments;
ShopRite from Home segment growing & natural tie-in for Tailgating at
Home theme
Strategy - 1) 10/5/13 targeted emails to 25,000 Top from Home
shoppers & 225,000 Top 30 shoppers who historically purchase
tailgating products; engage with For You email blast and option to load
to Price Plus Card instant savings offers and to submit sweepstakes entry.
2) Shopper Instant Savings Offer(s) available to load 10/5/13 thru 10/12/13;
3) Loaded Instant Savings Offer(s) must be redeemed by 10/12/13;
4) Participating sponsor brands may provide optional digital coupon offers
Program $10 instant savings with purchase of $20 sponsor brands
using SR from Home ; OR $5 instant savings with purchase of 5 sponsor
items; plus entry into Tailgating at Home sweepstakes; plus sponsor brands
have option to offer a SR digital product coupon running 10/13 10/25/13
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ALL*STAR TAILGATING AT HOME Oct 13
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Results The November In-Store (Buy 5 Items/Get $5) Promotion
generated and 2,578 redemptions and the October From Home (Buy $20,
Save $10) generated 1,755 redemptions.
This was the first multi-vendor digital promotion of its kind at ShopRite and saw
participation from 11 RDD Vendors.
The event concluded with ShopRite and RDD Vendors attending the Jets Taste of
NFL Dinner.
11
ALL*STAR TAILGATING AT HOME Oct 13
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Situation Significant opportunity exists to expand current distribution of Lifeway
items in Ahold supermarkets by closing distribution voids on authorized items.
Strategy Calculate the potential sales opportunity on five (5) dairy-set
authorized items at 95% ACV. The remaining items that show void opportunities
are calculated at an adjusted target distribution level (25 to 80%, depending on
current distribution).
Insights: Based on the projections and adjusting for possible SKU cannibalization,
we project an $810 K retail sales opportunity for Lifeway at Ahold (an +18%
increase).
Lifeway Retail Void Opportunity at Ahold - April 2014
Projections based on IRI
52 Weeks Ending 4/20/2014
Banner
Current Annual
Lifeway $ Sales
Projected
Increase Based
on ACV Targets
Adjust
Projections for
Cannibalization
(est. 50%)
Adjusted
Potential
Annual Lifeway
$ Sales
% Increase
in $ Sales
S&S NY 1,171,434 $ 538,838 $ 269,419 $ 1,440,853 $ 23.0
S&S NE 1,241,824 $ 421,543 $ 210,771 $ 1,452,595 $ 17.0
Giant C 1,074,618 $ 482,883 $ 241,442 $ 1,316,060 $ 22.5
Giant L 1,067,418 $ 173,133 $ 86,567 $ 1,153,985 $ 8.1
Total
Ahold $4,555,294 $1,616,398 $ 808,199 $5,363,493 17.7
Result RDD appointed the broker for Lifeway at Ahold.
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Situation Opportunity exists to add two (2), 32 oz Hood Country Creamer items at
Wakefern / ShopRite and PriceRite. The two skus are: Plain and Fat Free. Items resemble
CoffeMate and Private Label, but will have a lower retail price.
Insights The items perform well where they are carried. Plain
ranks 26th in category dollar sales at the #2 supermarket in NY and 8
th
at the #1 supermarket
in New England. Fat Free sku ranks 56
th
at #2 NY chain and 28
th
at #1 NE chain.
Items are an EDLP offering.
CoffeeMate everyday price is $3.79 at #1 NE Chain, compared to $1.89 for Hood CC.
Hood CC has a 1.8 dollar share at #2 NY chain, and a 4.2 share at #1 NE chain.
Creamer category does $45MM annually at ShopRite.
Hood CC Plain ranks #6 in the category based on dollars per point of distribution
Within the category, Hood CC Plain ranks 3
rd
in item exclusivity (31.9%) and 11
th
in
units per store (Wakefern PPI).
Hood CC low everyday price would offer an appealing, economic alternative choice for
ShopRite and PriceRite consumers and also tracks well with SNAP shoppers.
Strategy/Recommendation The items have the potential to be a good fit at
Wakefern. Brand share would most likely be higher than #2 NY chain (but below #1 NE
chain). Achieving a 2.5 dollar share would mean $1.4MM in annual brand sales, putting both
Plain and Fat Free in the chains top 20 Creamer items.
Results- The items have been accepted at Wakefern
Hood Country Creamers- May 2014
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Situation Examine ad history to gain an understanding of how a recent reduction in feature
activity is affecting the Cottage Cheese, Sour Cream and Deli Mozzarella categories.
Objective Examine the ad history of three specific scenarios to gauge effect on respective
categories:
Friendship ads (Sour Cream and Cottage Cheese) at S&S NY over the latest 12 months.
Galbani ads on 16 oz Deli Mozzarella log 16 oz at Shoprite over the latest 6 months.
Methodology Run Feature Vision report on each scenario and summarize results in an excel
pivot table to include retailer, brand, size, sale price and number of ads at each sale price.
ResultsReductioninourclientsadshasledtoourcompetitionbeing
moreaggressive
For Sour Cream: Friendship 16 ounce had 2 ads at S&S NY over the latest 12 months, while
competitors Breakstone 16 ounce and Daisy 16 ounce had 12 ads each.
For Cottage Cheese: Friendship had 2 ads at S&S NY over the latest 12 months, while Daisy had 6 ads
and Breakstones Doubles had 11 ads.
For Deli Mozzarella: Galbani 16 ounce log had 1 ad at Shoprite over latest 6 months, while
Biazzo 16 ounce 4 ads and Belgioioso 16 ounce had 6 ads
14
MARKET TRACK
Friendship and Galbani ads for 2013
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Lets Apply the RDD Case Study
Approach
Lets recap what an
is:
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Lets recap what an is:
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Lets recap what an is:
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Lets recap what an is:
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Lets recap what an is:
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Lets recap what an is:
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Share
internally at
RDD
By 11/14/14 By 11/21/14 By 12/5/14
Work through the
case study template
to build an example
for 2014
Select one client and
customer program for
which to apply the RDD
CASE STUDY
technique
Moving aheadRDD CASE STUDYimplementation
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Any Questions, Comments or Ideas?
Thank you for your
participation!!!
Moving aheadRDD CASE STUDYimplementation