How

  CCI  and  Nielsen’s   paths   intersect?

“We   have   to  think   beyond   volume  to  accelerate  Revenue   &   Margin  Growth in  Traditional  
Trade"  
 Leveraging   Advantaged  Capabilities

EXPERIENCED   BUSINESS END-­‐TO-­‐END

DATA,  ANALYTICS  
AND   TECHNOLOGY CLOUD-­‐BASED
AND   INSIGHTS
CONSULTING TECHNOLOGY

Global  Pricing  and   Expert  advice  on  how   Easy-­‐to-­‐use  “always  on”  
Promotion  (PnP)  insights   to  optimize  commercial   planning  and  analysis
choices  using  predictive  
Accurate price  elasticity   analytics Integration
and  promotion  lifts result   with  data  and  ERP  systems
from  store  modeling
Rapid  implementation  for
shorter time  to  value  
 Not  a   guessing  game   anymore

Actual  Sales Ramadan

Seasonality
(Weather) It  is  getting  hot!
Feast
Christmas

Smoothed  Sales  
Cross  Promotion Price  Increase
w/o  Seasonal  
Effects Extra  Discount  Given
 End  – to-­‐ End  Optimization

CCI  Distributor  Data

Distributor  Sell-­‐ out  Data
CCI  Financial  Data
Financial  Data
CCI  Promotion  Data
Promotional  Calendar

POST   EVENT   STRATEGIC  

On-­‐Going   ANALYSIS PLANNER
National  
Evaluation
Planning

TACTICAL  
PLANNING
Customer   CCI  Data  
&  Product   Modelling  
Manager Results
Hierarchy

Regional   Level  
Planning
Learnings
 Planning  Process

Set  Base  Volume,  Pricing   and  Promotional  Assumptions

Standard  On-­‐going  Reportings
 Key  Learnings

Enhancing   CCI’s  price   Maximizing  trade  promotion  

and  promotion   (push)   effectiveness    across  
strategy  capability TT  Channel    

“What   if”   scenario  planning”   Drive   trade   promotion   (push)  

on   Price   &  Promotion   effectiveness   and  efficiency  
strategies   at   Category/  
Brand/Channel Sales  planning  and   Sales  plan  
corrections  

Fuel   to   define  channel   Integrated  and  aligned   with   CCI  

promotional  guidelines business   processes   and   systems
 Sales   Managers   are planning   the  
sales forecasts   for  next   month…  

LEARNING  I
They already   received   Trade  
Building bottom up Promo  Guildelines   from  RGM  
team for  next   month  as   well   as  
planning for each monthly  targets   split   by  brands.
region
Know what you will
To   close   the   gap  on  planning  
have before it stage,   one  of  them   asks for  extra  
happens
Take pre-cautions to promotion.  
hit the target
So,  critical   questions  here   is:  
What   would  be   the   best  extra  
promotion  to   maximize   the   sales  
outcome?
 Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Today

MONTHLY   TRADE   PROMOTION GUIDELINES

Extra  Discount  for   CC,  CCZ  2 .5  lt My  Coke  IC SPRITE  &FANTA    FC
each  5 00  TL  2 % 5  Cases  +  1  Case Extra  Discount  3 % 5  Cases  +  1  Case
Coke 11% C.Zero  2 .5 7% CCL  3 30 2% Sprite 4%
Sprite 4% CCZ  3 30 7%
Fanta 8% Coke  2 .5 13% CC  3 30 13% Fanta 8%

Growth  Target  
MAY’16
vs.  2015
Coke  R egular +3%
Coke  Z ero +10%
Coke  Light +2%
Fanta +5%
Sprite +12%

Total  Volume +5%

Total Value +8%
 Growth  Target  vs.   Predictive  Analysis  
MAY’15
2014 Output

279 270 Coke  Regular +3% +2.9%

250
Coke  Zero +10% +7%
210 200 189 210
195
167 Coke  Light +2% +2%
150 145 143
Fanta +5% +3%
Sprite +12% +11.5%

Total  Volume +5% +4.2%

Total Value +8% +6.9%

279 270 289

250
210 200 189 195
167
150 145 143
 Category / Brand / Channel

LEARNING   II
Top down plans   need   to  be   set  to   identify  
plans the   trade   spending   allocation.

Re-optimize
plans What   changes   in  
pricing/promotion   strategy  can  
To reflect deliver   stretch   performance?
changing
Accurate
conditions.
simulations to How  can   I  leverage   pricing  
power  to   maximize   my  sales  
drive better opportunity?
investment
 Use  ongoing  evaluation  to  plan  for  the  year  ahead

Use KPI  Executive   Summaries   to   evaluate  the  optimum  scenario  plans  for  Pricing   and  
Promotion  strategy   at  Channel   level
Compare   plans  to  set  the  true  strategy  at  the  beginning   of  year
 What   is  Next?
Channel  
We  are  here Expansion

End-­‐to-­‐End
Solution

Implementation
▪ Drive  continuous  
improvement  
▪ Region  level  
planning  via   ▪ Roll-­‐out  on  
Tactical  Planner   Modern  Trade  &  
Solution   ▪ Strategic  Planner   module other  channels
Definition
module  to  feed  BP
▪ Feed  forecasting  
▪ Post  Event   &  TPM  processes
Analytics  module  &  
▪ Need-­‐state   weekly  nation-­‐level  
definition planning
▪ Modelling  &  ETL   ▪ Guideline  &  
process Guardrail  definition
▪ Proof  of  Concept  
&  Pilot  
implementation