End2EndCPG-Intro
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Growing(your(ROI(and(market(share,(end(to(end!(<br />
end2endCPG,)LLC is#dedicated#to#helping#<br />
CPG#manufacturers#achieve#two#significant#<br />
outcomes#in#the#retail#marketplace:<br />
! Increasing#ROI#from#trade#<br />
investments#a#minimum#of#<br />
2X?5X#…guaranteed!<br />
! Operating#with#more#<br />
intimate,#productive,#and#<br />
strategic#relationships#with#<br />
key# customers<br />
Copyright#2015,#end2endCPG,# LLC
Business)Approach<br />
end2endCPG) helps#manufacturers#compete#more#effectively#by#<br />
exploring#and#then#developing#compelling#answers#to#the#<br />
following#question:<br />
How(can(merchandising(my(brand(uniquely help(my(customer(<br />
achieve(their(strategies(and(goals(better(than(a(competitive(<br />
brand?<br />
By#doing#so,#a#manufacturer#can#create#competitive,#<br />
differentiated,#and#defensible#advantages#in#its#relationships#<br />
with#its#major#customers,#while#at#the#same#time#generating#<br />
measureable#gains#in#ROI#and#share.##<br />
Achieving#these#benefits#requires#attention#to#four#key#areas:<br />
Our#approach#to#developing#greater#effectiveness#in#these#areas#<br />
includes#a#comprehensive#assessment,#the#design#and#operation#<br />
of#a#60?90#day#pilot,#and#development#of#commercialization,#<br />
rollout#and#implementation#plans.#In#this#manner#costs#are#<br />
minimized,#organizational#discipline#is#created,#and#financial#and#<br />
strategic#benefits#achieved#with#reduced#risk.##end2endCPG<br />
management#will#stay#intimately#involved#as#thought#leaders#<br />
and#coaches#throughout#implementation#to#ensure#success.<br />
Category)<br />
Management<br />
Category)<br />
Management<br />
Trade)<br />
Promotion)<br />
Effectiveness<br />
Trade)<br />
Promotion)<br />
Effectiveness<br />
Strategic)<br />
Selling<br />
Strategic)<br />
Selling<br />
End)to)End)ROI<br />
End)to)End)ROI<br />
Assessment<br />
Assessment<br />
Pilot+Deep+<br />
Dive<br />
Pilot+Deep+<br />
Dive<br />
Insights+&+<br />
Planning<br />
Insights+&+<br />
Planning<br />
Go+Forward+<br />
Execution<br />
Go+Forward+<br />
Execution<br />
Copyright#2015,#end2endCPG,# LLC
8)Key)CPG)Growth)Principles<br />
The#creation#and#execution#of#persuasive#business#plans#requires#<br />
organizational#proficiency#with#8#key#growth#principles:#<br />
#1 What)Are)We)Really)Selling?<br />
What(we(are(selling(is(not(as(important(as(what(the(customer(is(<br />
really(buying.(<br />
#2 Today’s)Complexity)Requires)a)MultiIDisciplinary)Team<br />
Supplier(experts(working(with(customer(experts(can(identify(and(<br />
develop(better(solutions(and(implement(them(more(rapidly.<br />
#3 ConsumerIBased)Approach)to)Growth<br />
Today’s(environment(requires(richer(insights(than(ever(before,(<br />
including(products(and(promotions(that(satisfy(retailers’(needs(for(<br />
localized,(customized(and(personalized(offerings.<br />
#4 Monetize)the)Value)of)the)Brand<br />
A(brand(or(service(only(adds(value(to(the(extent(that(it(is(relevant(to(<br />
the(customer’s(strategies(and(goals(and(the(manufacturer(can(<br />
quantify(that(value(across(all(functional(areas.<br />
#5 Customer)Centricity<br />
Being(valueJbased(and(customerJcentric(is(not(possible(without(<br />
relentless(preparation,(becoming(a(disciple(of(your(customer(and(<br />
mining(all(available(sources(of(information.((<br />
#6 Putting)It)All)Together)in)a)Strategic)Plan<br />
Following(a(strategic(planning(process,(and(engaging(the(customer(in(<br />
the(appropriate(manner(can(lead(to(financially(rewarding,(customerJ<br />
specific(plans(for(your(priority(customers.<br />
#7 Always)Negotiate)From)Facts)with)a)WinIWin)Goal)in)Mind<br />
By(carefully(analyzing(historical(results,(solutions(that(“make(the(pie(<br />
bigger”(and(benefit(both(parties(can(be(identified.<br />
#8 Commitment)from)the)Top<br />
Changing(relationships(with(major(customers(requires((the(<br />
commitment(and(active(support(of(the(entire(organization<br />
Copyright#2015,#end2endCPG,# LLC
Business)Results<br />
The#end2endCPG#process#has#consistently#delivered#<br />
significant#results#across#several#manufacturers:<br />
Trade&Spending&as&a&%&of&Sales&<br />
35%<br />
30%<br />
!"Mfg."B"!"<br />
Personal"Care"<br />
!"Mfg."C"!."""""""<br />
Skin"Care"<br />
!"Mfg."D"!"""""""<br />
Office"<br />
Products"<br />
25%<br />
"!"Mfg."A"!"<br />
Food"&"<br />
Beverage"<br />
20%<br />
Pre-TPE<br />
15%<br />
Post-TPE<br />
10%<br />
5%<br />
$100MM&&<br />
Reduc5on&in&<br />
Trade&<br />
Spending&<br />
Stock&Price&<br />
Tripled&<br />
Contribu5on&<br />
Margin&Grew&<br />
from&&<br />
33.6%&to&<br />
39.5%&<br />
Annual&<br />
Planning&<br />
Process&<br />
Redesigned&&<br />
0%<br />
Quaker Oats Alberto Culver Beiersdorf Fellowes<br />
Copyright#2015,#end2endCPG,# LLC
Tim#Bennett#has#spent#his#career#helping#companies#build#<br />
brands#and#deliver#sustainable#double?digit#growth#in#their#<br />
business.#Working#across#all#channels#of#trade,#he#has#<br />
implemented#a#strategic#sales#approach#that#has#created#<br />
stronger#relationships#with#customers,#dramatically#increased#<br />
sales#organization#effectiveness,#redeployed#inefficient#trade#<br />
spending,#and#inspired#more#motivated#employees#with#<br />
measurable#results.##His#experience#includes#executive#<br />
positions#at#Quaker#Oats,#Alberto?Culver,#Fellowes,#American#<br />
Greetings,#Paris#Presents,#and#Crossmark Sales#&#Marketing.###<br />
He#also#founded#and#was#President#of#a#start#up#business#for#<br />
two#years.<br />
If#you#are#interested#in#learning#more#about#how#end2endCPG<br />
can#help#your#organization#improve#its#effectiveness#with#key#<br />
customers,#and#enjoy#higher#market#shares#and#ROI#from#trade#<br />
investments,#please#contact#us#for#an#introductory# discussion.<br />
Tim#Bennett<br />
end2endCPG,#LLC<br />
P.O.#Box#5761<br />
Naperville,#IL#60564<br />
630?728?5673<br />
tbennett@end2endcpg.com<br />
Copyright#2015,#end2endCPG,# LLC
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