www.fmartin.info "new times. new ways."
Efficient Business & Brand Growth with Six Sigma a framework for market share & brand development ď›™ FredericMartin, 2006
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Growing your Business & Brand methodology / fields of expertise www.fmartin.info "new times. new ways."
Tomorrow : nd uplift business/bra
Today : • Net Sales .. • Market Share .. • Price Index .. • Profit .. • Brand Awareness
DIAGNOSTIC ANALYSIS
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
• Net Sales .. +.. % • Market Share .. + .. % • Price Index .. + .. % • Profit .. + .. % • Brand Awareness .. + .. %
BUSINESS PROJECT / STRATEGY
Sector analysis What we can / should do Market potentials Project Growth goals Consumer expectations Critical to success Distribution Analysis Key-metrics Biz. Key-Drivers Analysis … Competition benchmarking Customer portfolio efficiency Brand positioning& potential Product portfolio efficiency Shop Front efficiency Strengths / Weaknesses Opportunities / Threats …
ACTION
IMPLEMEN
FOLLOW
PLANS
TATION
UP
Product / Price Plan Distribution Plan Promotion Plan Shop Front Plan Training Business Processes …
Budgets Business Plans per segment, channel, account, key POS Project Planning & Delegation …
Sales / Marketing Team Mngt Action plans & results tracking A&P follow up Commercial documents internal presentations & reporting Customers presentations …
Growing your business a global approach in seven steps www.fmartin.info "new times. new ways."
Definition of a Business Project Establish Critical to Success and set priorities Define Metrics for key-things Check Impact on business project Define targets for Metrics to achieve global target Define & delegate Action Plans to improve metrics
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Follow Up & Review
ď‚Œ Definition of a business project www.fmartin.info "new times. new ways."
What we Interviews / confirmation
Customers
External / internal
What we should do
can do
DEFINITION of a biz. project
Pre-analysis / Diagnostic
Commitment : What to do Break down
What we want to do "vision"
Critical to Success What to ask other people to do
Project X to achieve the commitment
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Critical to Success for business growth www.fmartin.info "new times. new ways."
Understand markets: Consumers / Customers Potentials & Needs
Define relevant offer per channel & account
- Customers intelligence - Point of Sales intelligence - Market potentials & Growths per channel, segment & account - Consumer intelligence - Competition intelligence
Sell & Promote efficiently
- Range & Pricing in line with market and customers - Channel ranging - Customer support & services
- Negotiation with accounts and internal : key-messages - Presentation & Argumentation material : salesbook, brochures etc - TV, press, radio, web - Point of Sales efficient promotion : salesfloor sellers, promotors, displays, via product … - Exhibitions
Today
Project XXX
• Net Sales … M€ • Market Share … % • Profit … % • Brand awareness …pts - Product portfolio efficiency - Customer portfolio eficiency - Forecasts accuracy - Efficient use of marketing spendings - P&L analysis
Optimize Biz.Planning & Operations
• Net Sales … M€ - Efficient metrics & monitoring vs. Targets: • Market Share … % MS, NS, distribution level and ramp up, • Profit … % price premium, displays, stocks, • Brand awareness …pts sell-through, stocks, brand awareness etc - Internal & external communication : - Training : employees, salesforce, customers … successes and gaps - Challenge & evaluate employees - Organise team / internal-external customers needs - Organise team around added value projects
Define, Follow & Share key-drivers + Results
Manage & Build up People (internal/external)
Next steps : Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Set priorities / Define key-metrics / check impact on global target Break down key-things into projects and delegate (internaly/externaly) : - let people check key-metrics + impact - let them be responsible for follow up + achievement
Review key-projects, metrics and results achieved + share internaly / externaly
Definition of key-Metrics e.g. for Market Share growth www.fmartin.info "new times. new ways."
MS = WD x φ models x rotation x Premium
Assortment (sales action)
Customers acquisition & qualification (sales action)
Assortment A&P
(sales + marketing action)
Adequate range, in line with market & customers A&P (sales + marketing action)
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
MS : Market Share, in value WD : Weighted Distribution φ models : average number of products displayed (customer ranging) Rotation : product sell through = product efficiency x promotion efficiency Premium : Price Index (100 = market average price) = value creation
Next steps : targets action plans monitoring per segment / channel / account
Checking Key-Metrics targets e.g. for Market Share growth
www.fmartin.info "new times. new ways."
Price Brackets
Segments Priority
target
target
Weight Growth rate
Segment 1
High End
Weight Growth rate
Segment 2
Core
Weight Growth rate
Segment 3
Entry
Weight Growth rate
Segment 4
Priority
MS OUR POSITION
Channels
Priority
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Key-Metrics target
target
Weight Growth rate
channel 1
Weight Growth rate
channel 2
φ models
channel 3
Rotation
Weight Growth rate
Frederic Martin
target
Competitor 1 Competitor 2 Competitor 3
WD
Premium Same matrix broken down for each channel where channels are being replaced by accounts details
Next step : targets per segment / channel / account
Priority
Targets per channels & accounts e.g. for Market Share growth www.fmartin.info "new times. new ways."
Price Brackets
Segments Metrics :
1.
….
2.
….
3.
….
Channels
Metrics :
1.
….
.. => ..
2.
….
.. => ..
.. => ..
3.
….
.. => ..
.. => ..
•project X: « …. » •Metrics : MS … => … % NS … => … M€
Key-Drivers
Metrics :
1.
….
2.
….
3.
….
.. => ..
Metrics :
1.
….
.. => ..
2.
….
.. => ..
.. => ..
3.
….
.. => ..
.. => ..
.. => ..
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Same matrix broken down for each channel where channels are being replaced by accounts details
Next step : action plans to achieve those targets
Action plans to improve metrics e.g. for Market Share growth
www.fmartin.info "new times. new ways."
Project A
Champion Projects : synergy
Resp. : XX
Project B
e.g. : MS plan on growing market segment
synergy
e.g. : high end Plan
Resp. : WW
synergy
Project C
Project XXX
Resp. : YY
e.g. added value channel Plan
Project D
synergy
e.g. : top shops programme Resp. : YY
Processes to be improved
to support champion projects :
(examples)
MARKET Intelligence COMMUNICA TION
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
MONITORING
Sell-though intelligence in added value channel channel Pricing to dealer Monitoring of Competition Shop Front Intelligence Communication & Support to Sales Rep´s Press winning test process Project X metrics & results Dynamic P&L simulation -
Next step : projects break down / metrics / monitoring
Resp. : AA
Resp. : BB
Resp. : CC
Metrics/Results Monitoring e.g. for Market Share growth
www.fmartin.info "new times. new ways."
Project XXX
Segment 1
Segment 2
Segment 3
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation
Target Actual
Net Sales
W-Distribution
φ models
High End
CH 1
CH 1
CH 1
CH 1
CH 2
CH 2
CH 2
CH 2
CH 3
CH 3
CH 3
CH 3
TOP SHOPS
TOP SHOPS
TOP SHOPS
TOP SHOPS
CH 1
CH 1
CH 1
CH 1
CH 2
CH 2
CH 2
CH 2
CH 3
CH 3
CH 3
CH 3
TOP SHOPS
TOP SHOPS
TOP SHOPS
TOP SHOPS
CH 1
CH 1
CH 1
CH 2
CH 2
CH 2
CH 3
CH 3
CH 3
TOP SHOPS
TOP SHOPS
TOP SHOPS
CH : Channel
priority level Green = in line Orange = watch out Red = problem
Same matrix broken down for Added Value Channel where channels are being replaced by accounts details
Next step : focus on red areas for corrective measures : on going communication with sales & operations
www.fmartin.info "new times. new ways."
In Development: 6Sigma 2.0 A Realtime & Collaborative Framework for your Business Growth
Frederic Martin
Intl.Business & Marketing Six Sigma Black Belt Web & Enterprise 2.0 Technology & Innovation