ECG Sample Presentation
Transcript: August 2016 Insights Innovation Implementation Retail Trade Disovery & Benchmarking John Ferramosca Who We Are WHO WE ARE Global Sales and Marketing strategy firm committed to brand, category, aisle and thought leadership. Brand Leadership BRAND LEADERSHIP Edgewood has helped build brands and categories from A to Z Diverse Channel Experience DIVERSE CHANNEL EXPERIENCE PATH TO SUCCESS Path to Success Insights Proprietary shopper insights platform, analysis and research methods Insights “The data and insights you provide are best in class… I definitely want to partner with you guys given the actionable insights you consistently provide.” - Senior Buyer “…the research you shared with us today [is] second to none.” - Category Manager Innovation Proven strategic innovation that generates award-winning results and competitive advantage Innovation “…(ECG) approach to managing the category was innovative, truly objective and most importantly…a benchmark for other thought leaders in our industry.” - Category Manager Implementation Champion your initiatives all the way to the customer Implementation “Edgewood’s insights and analysis are first rate. But where Edgewood really distinguishes themselves from the rest is the support they provide. They take a hands-on approach with us as a true partner... and the results are outstanding!” - Director of Category Management Award-Winning Retail Strategy Leadership Retail & Competitive Benchmarking OUR APPROACH Start with your research and “knowledge” Discuss knowledge gaps / learning plan Fill-in those gaps with our Discovery Assessment ‘Retail Competitive Assessment’ and ‘Shoppers Insights’. Assessments RETAIL TRADE DISCOVERY ASSESSMENTS “Edgewood’s business intelligence and insights were spot-on, helped us launch successfully, and saved us millions in trade spending efficiency and effectiveness.” - Brand Manager – leading manufacturer 1. Retail Dynamics and Shopping Environment 2. Retailer Perceptions, Requirements and Opportunities 3. Nature and Extent of Demand 4. Thought Leadership and keys to influence Retail 1. Competitive Profiles Initiatives Retailer perception SWOT Tendencies Likely response Competitive 2. Category Retail Viability Analysis (CRV™) 3. Trade Spending Profiles Cost of entry Cost to compete Trade rates Deal timing/frequency List cost and margins 1. Challenges and Opportunities 2. Go to Market Strategy Implications and Key Success Factors Assessment “We were attacked by a much larger competitor with a copy-cat product and heavy spending. Edgewood partnered with us to provide benchmarking, strategic and tactical support that not only defended our brand but raised it to new levels.” -Former President, Ferrero USA Best Practices Discovery BEST PRACTICE DISCOVERY TECHNIQUES Best Practice Retail Audits Shopper Observations Store Level Probes Retail Trade Probes Edgewood can utilize several techniques in performance of this assessment. All techniques guarantee confidentiality for client. Trade Probe Methodology Retailers probed in past few years for ECG Clients include: TRADE PROBE METHODOLOGY ECG has significant experience conducting interviews with buyers, category managers, directors and VPs at HQ, warehouse and store level. Includes interviews at dozens of major US retailers across many channels and categories. Interviews are conducted double blind. Both the retailer participating in the discussion and the ECG individual conducting the interview are unaware of the client on whose behalf these were held. This results in a more candid discussion. Proprietary process to gain unbiased and confidential insights directly from the retail trade concerning current or potential categories of interest. Case Studies The Situation Client category/brand languishing in QSRs/ Foodservice channel. Challenges to overcome: Low velocity High spoilage Low growth No strategy to improve Case Study: Transforming Go-to-Market Best Practice Success Developed enhanced in-store merchandising program Engaged retailer in collaboration Conducted controlled store test More insights/innovation from: Mystery Shopper store audits In-store operational interviews Trade channel expert probes Insights & Innovation Developed Go-to-Market Strategy, Enhanced Strategy/Program identifying and leveraging: Endogenous best practices Exogenous best practices Operational KSF’s Consumer interaction Sampling Store op friendly measures Insights & Innovation Results include dramatic improvements to sales, turns and operational success. Incremental Benefit (projected incremental benefit of best practices when applied) Implementation Potential Next Steps NEXT STEPS Discuss “Learning Plan” objectives Develop proposal and action plan Assess existing learning Customize shopper/retail research plan Field study supporting objectives Develop and present findings Provide perspective on implications and opportunities for innovation Edgewood's Commitment EDGEWOOD'S COMMITMENT Seasoned professionals with intimate knowledge
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