2.2 JVC-TS

CMK-MKTG CTLM - CTSM CTFM Corp MSP HR
TS/JBP 4 steps wheel
How does it work? Step 1:
Assessment
•Customer •Shopper •P&G
• Shopper
Assessment
– Target Shopper – Penetration x loyalty x spending index = Value Share – Shopper Trends
T2T – Make it strategic
Ext With CEO / COO With Finance Directors With Logistics Managers Leverage b3/b4 + MFT
Int.
How does it work? Step 2:
True Scorecard What makes a Scorecard be a TRUE Scorecard ?
needs
合作的核心是对更高价值的认同， 购物者需求是创造价值的基础
From Strategy to FMOT- where TS/JBP fits in
What CBD Strategy Is
What We Do How We Do It Internally
Where We Do It
Where Shoppers See It
P&G Multi-functional Core Competencies
• • • • • Shopper/Consumer Insights #1 Customer Service Strategic Financial Planning Shopper Based Design Human Resources
Commercial Strategy
Joint Value Creation
EBP
Externally
True Scorecard /JBP
Customers & Innovation Centers
First Moment of Truth
How does TS/JBP work?
• Multi-step, sequenced process, Shopper based • Leverages our Scale & Portfolio of Brands • Offers holistic integrated solutions that are differentiated • Defines how to Create – Capture - Commercialize • Maximizes P&G multi-functional core competencies
True Scorecard
• Always comes BEFORE Joint Business Planning
• Aligned at VITO level • Reflect jointly agreed targets put in retailer’s financial terms • Seek for stretch targets
New Store Expansion
-New store Plan
+7%
+2%
+1%
+1%
+15%
Multifunctional JBP
• When to do it ? Nov / Dec – period (as most customers starts CY in Jan)
• With Whom ?
Int.
How does it work? Step 3:
Develop a Multifunctional JBP
• Base business :
– FMOT opportunities (leverage SBD) – Shopper marketing (MBCI, Campaigns, Loyalty) – Differentiation (Line up, logistics, systems, HR)
Measure True Scorecard
• When to do it ? Monthly, quarterly and semiyearly • With Whom ? Ext With CEO minimum semiyearly With Merchandize Head quarterly with operation team every Month Share with w. Finance / Logistics Managers
-CRM -”Secret Code of Young” campaign
Shopper Based Design
-Hair Center -Oral center -Other Design coop
Supply Chain Optimization
-Anti Shrinkage -Palletization -Supply Term update
切忌!!! Don’t !!!
• JBP不是“盖房子”
切忌!!! Don’t !!!
• JBP不是“走过场”
切忌!!! Don’t !!!
Set TS Work JBP
Deliver JVC!
• Retailer
– Objectives & Strategies (growth, expansion, share, positionning, image, …) – Financial Goals (sales, profit, shareholder return, cash, service
• New Business
– New initiatives – New Stores – New Ideas
Comp Store Sales xx Total Store Sales xx Total Store Profit xx Drive TBFF Category by Innovation -NI speed to shelf -Holistic launch model CRM and Shopper Marketing
• P&G
– What is our strategic interest – Our targets (sales, share, cash, spendings) – How will P&G brands help?
Assessment
• When to do it ? Sept / Oct (if customer is operating on calendar year) • With Whom ?
By every means, nice or hard, beautiful or ugly, we need align big numbers in JBP day
TRUE Scorecard
• When to do it ? Oct / Nov – when assessment is completed • With Whom ? Make it Specific Ext With Merchandize Head / Head Buyers With Finance Directors / Logistics Managers Div Mgrs and Team Leaders + MFTs
How does it work? Step
• Ensure everyone knows who does what
– Internal / External
• Make sure you have an int/ext owner for each plan • Leverage MFT and Beyond (NRO, BO, MSP…)
TS/ JBP
Rita Ren Matt Chen
Today’s agenda
• TS/JBP 4 steps wheel • Understand how TS-JBP work
• Case sharing
What is JVC?
• Joint Value Creation (JVC) is a strategic framework to elevate the strategic collaboration with our customers focused on jointly creating value by better meeting shopper
Int. Team Leader is the owner • How ? Monthly face 2 face review + E-Mail to reach Top Level
Case SharingRD TS/JBP
Case SharingWatson’s-P&G TS/JBP
• JBP不能“走客户的路，让客户无路可走”
Make it Real Ext With Merchandize Head / Head Buyers With Finance Directors / Logistics Managers Div Mgrs and Team Leaders + MFTs
Int. • Where ?
In AIC – highly recommended