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Managing and delivering growthof Core categoriescontinuedMachine dishwashing Q&AEuropean dishwashing trends by typeWestern Europe 2005-2010US$ Fixed rate 20103,0002,5002,0001,5001,0005002,6282,5082,3922,2562,1342,020 1,959 1,975 2,023 2,077 2,148 2,19102005 2006 2007 2008 2009 2010Machine dishwashing Washing up liquidsSource: Euromonitor International.Q: What challenges did thenew approach to managingthe category bring andhow do you aim to workacross the three Divisions?A: The new approach required time to bespent with each market category manager,to understand what they require from thecategory lead role, to understand theirchallenges and to identify ways of workingtogether to better share insights,opportunities and category learnings.We have established monthly projectmeetings, quarterly category meetingswith budget reviews and a six-monthlybrainstorm meeting for new productdevelopment ideas generation.Helen HerdCategory LeaderQ: In addition to gaininga greater understandingof the marketplace, whatother opportunities havebeen identified duringyour initial meetings?A: In parallel to the market data survey,a technical survey has also been carriedout to understand opportunities forraw material consolidation betweenmanufacturing sites, brand benchmarking,complexity reviews, and methodologydifferences.All this data has been analysed in orderto provide a Group category plan, withobjectives, strategies, tactics and activitiesto meet the needs of each market.Dr Jim GordonCategory Development LeaderQ: Has the Group’s focuson Lean manufacturinginfluenced your approachto machine dishwashingproduct development?A: Everyone has bought into the idea ofLean formulating and next year shouldsee the first fruits of our labours witha series of new offerings that will provideour customers with better products forany given cost. Since raw materials aresuch a large part of our costs, it is vital thatwe improve supplier collaboration. Havinga category approach will simplify contactwith suppliers and purchasing, improvingcommunication and achieving morewin-wins.ActionFrom the developmentperspective, one of themain challenges is howto take the best ideasand resources at each siteto forge a new improvedrange of standard machinedishwashing productswhich capitalise onMcBride’s economiesof scale i.e. work asone company.Q: What do you see as thelonger term benefits ofthe Category Leader andDevelopment approachto managing the machinedishwashing category?A: The category view allows for Groupdevelopments to be identified and targetedmarkets and product formats to be clearlyquantified. This approach also facilitatescomplexity management, consolidationof formulations, optimised asset utilisation,and creative formulating to service morethan one market and ultimately growPrivate Label share in our target markets.The machine dishwashing category is oneof the most innovative categories in thedetergents sector and the competitiveenvironment is very tough, but we areconfident that our new approach willlead to solid growth.ResultThis is already payingoff and leading to lessduplication of workand improved qualityof support to thesales teams.Being the best at what we doOverview Business review Governance Financials Shareholder informationFrom the development perspective, oneof the main challenges is how to harnessthe best ideas and resources at each siteto forge a new improved range of standardmachine dishwashing products whichcapitalise on McBride’s economies of scalei.e. work as one company. This is alreadypaying off and leading to less duplicationof work and improved quality of supportto the sales teams. Better formulationswill mean better factory output andquality, freeing up more time to spendon product development.32 McBride plc Annual Report and Accounts 2011 McBride plc Annual Report and Accounts 2011 33