THE STOICSRestructuring and Growing Our Sales Moscow 2010
Our Team                      Natalya Naumenko    Dmitry Pugachev    Fedor Kharitonov   Sergey Mirkin2
Objectives    Increase sales by 100% in immediate 3 years    Restructure field sales unit to streamline growth    Formulat...
Outline    Market Analysis    Proposal       p    Transition & Steps    Anticipated R    A i i     d Results              ...
Market at a GlanceMarket Analysis                  Growth in GDP: 4 18%                  G   th i GDP 4.18%Proposal       ...
Trading Up                  An Important Driver of Growth:Market Analysis                  • High income elasticity in HPC...
Unilever Growth Drivers                                     > Especially in Ukraine & Belorussia                          ...
Possible OptionsLeave Everything     Increase the     Corporate     “As Is”           Workforce      Overhaul8
Leave everything “as is”?                  No unexpected problemsMarket Analysis                  Growth driven by market ...
Leave everything “as is”?Market AnalysisProposalImplementationResults  10
Possible OptionsLeave Everything     Increase the     Corporate     “As Is”           Workforce      Overhaul11
Double the workforce?Market AnalysisProposalImplementationResults  12
Double the workforce?                  Staffing IssuesMarket Analysis                  ExpensiveProposal                  ...
Possible OptionsLeave Everything          y    g     Increase the      Corporate    “As Is”            Workforce       Ove...
Structural Changes in Field Sales                  Join Food & HPC at the very top levelMarket AnalysisProposal          D...
FOOD & HPC - Why Kept Separate?                  Historically:Market Analysis                  • Factories, Distributers, ...
Join FOOD & HPC                   Right now clients don’t always know who exactly                                     don ...
Structural Changes in Field Sales                  Join Food & HPC at the very top levelMarket AnalysisProposal          D...
6 Macro-regions – 30 Sales Areas Division Criteria:      Market Size      Geographic Proximity 19
Structural Changes in Field Sales                  Join Food & HPC at the very top levelMarket AnalysisProposal          D...
Workforce reallocation to MTAE                  Modern trade market share is increasingMarket Analysis   from 23% (in 2009...
Possible OptionsLeave Everything     Increase the      Corporate    “As Is”            Workforce                       W k...
Business Flow Optimization                  Implement e-CRM systemMarket Analysis                  New reallocation of mar...
Implement e-CRM systemMarket Analysis                  Accounts and ContactsProposal                  Marketing d Leads   ...
Business Flow Optimization                  Implement e-CRM systemMarket Analysis                  New reallocation of mar...
More freedom for Marketing                  tailored marketing solutionsMarket Analysis                  more satisfied cl...
Marketing Budget Reallocation                  Today:Market Analysis                    advertisement campaigns managed fr...
Possible OptionsLeave Everything     Increase the      Corporate    “As Is”            Workforce                       W k...
Suggested Structure                              National                              N ti    lMarket Analysis           ...
In Summary: Proportion of Drivers in  GrowthMarket Analysis                                  Up-selling                  H...
Transition Plan: Two Options                  Pilot ProjectMarket Analysis                  Transition ImmediatelyProposal...
Pilot Project                  Can Adjust the Strategy based onMarket Analysis                  Bad and Good OutcomesPropo...
Restructure Immediately                  Best employees will be keptMarket Analysis                  FasterProposal       ...
Forecasted revenue growth by  factorsMarket Analysis   Unilever current revenue, bn rub                27.54Proposal      ...
2013 results                  By implementing suggested changesMarket Analysis                  Unilever will have revenue...
In Sum: Our Unique Growth FormulaMarket AnalysisProposalImplementation                                                    ...
THANK YOU!37
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Transcript of "Cl m-final-stoicks"

  1. 1. THE STOICSRestructuring and Growing Our Sales Moscow 2010
  2. 2. Our Team Natalya Naumenko Dmitry Pugachev Fedor Kharitonov Sergey Mirkin2
  3. 3. Objectives Increase sales by 100% in immediate 3 years Restructure field sales unit to streamline growth Formulate the transition plan Identify criteria for a successful completion3
  4. 4. Outline Market Analysis Proposal p Transition & Steps Anticipated R A i i d Results l4
  5. 5. Market at a GlanceMarket Analysis Growth in GDP: 4 18% G th i GDP 4.18%Proposal 4 times less stores per person in Russia than in Eastern EuropeImplementationResults Modern trade market share is expected to grow from 23% to 27% FMCG is slowing down 5
  6. 6. Trading Up An Important Driver of Growth:Market Analysis • High income elasticity in HPCProposal • Nominal wages are growing faster than CPIImplementation • In the short-run the amount of shelf space is fixedResults Nominal wage CPI 2009 2010 2011 2012 2013 6
  7. 7. Unilever Growth Drivers > Especially in Ukraine & Belorussia AcquisitionsMarket Analysis Retail Convergence Earnings & Wages > The ratio of peopleProposal per store is converging > Growing faster than CPI g to Western levels FutureImplementation SalesResults > Per capita income is below > More Trading Up the Western level opportunities GDP Growth Market Dominance Grow Own Manufacturing > An obvious way to increase turnover 7
  8. 8. Possible OptionsLeave Everything Increase the Corporate “As Is” Workforce Overhaul8
  9. 9. Leave everything “as is”? No unexpected problemsMarket Analysis Growth driven by market ≠ doubling the salesProposal Competition th t C titi threatImplementationResults 9
  10. 10. Leave everything “as is”?Market AnalysisProposalImplementationResults 10
  11. 11. Possible OptionsLeave Everything Increase the Corporate “As Is” Workforce Overhaul11
  12. 12. Double the workforce?Market AnalysisProposalImplementationResults 12
  13. 13. Double the workforce? Staffing IssuesMarket Analysis ExpensiveProposal Not clear that it will actually help usImplementation reach our target in salesResults 1+1 < 2 13
  14. 14. Possible OptionsLeave Everything y g Increase the Corporate “As Is” Workforce Overhaul Structural Business Flow Changes Optimization14
  15. 15. Structural Changes in Field Sales Join Food & HPC at the very top levelMarket AnalysisProposal Divide Russia into 6 macro-regionsImplementation Focus staffing efforts on modern tradeResults 15
  16. 16. FOOD & HPC - Why Kept Separate? Historically:Market Analysis • Factories, Distributers, Delivery, and WarehousesProposal are all separate ll tImplementation Different people responsible for purchasing ofResults FOOD and HPC 700 products p 16
  17. 17. Join FOOD & HPC Right now clients don’t always know who exactly don tMarket Analysis works with them on Unilever’s side Our Solution:Proposal One executive works with each store/chainImplementation We will leave lower-level sale representatives as isResults ? FOOD HPC 17
  18. 18. Structural Changes in Field Sales Join Food & HPC at the very top levelMarket AnalysisProposal Divide Russia into 6 macro-regionsImplementation Focus staffing efforts on modern tradeResults 18
  19. 19. 6 Macro-regions – 30 Sales Areas Division Criteria: Market Size Geographic Proximity 19
  20. 20. Structural Changes in Field Sales Join Food & HPC at the very top levelMarket AnalysisProposal Divide Russia into 6 macro-regionsImplementation Focus staffing efforts on modern tradeResults 20
  21. 21. Workforce reallocation to MTAE Modern trade market share is increasingMarket Analysis from 23% (in 2009) to 27% in 2013Proposal Raise quality of analysis for clientsImplementation Gain additional shelf space Increase the number of MTAE from 5 toResults 24 21
  22. 22. Possible OptionsLeave Everything Increase the Corporate “As Is” Workforce W kf Overhaul O Structural Business Flow Changes Optimization22
  23. 23. Business Flow Optimization Implement e-CRM systemMarket Analysis New reallocation of marketing budgetProposalImplementationResults 23
  24. 24. Implement e-CRM systemMarket Analysis Accounts and ContactsProposal Marketing d Leads M k i and L dImplementationResults Analytics and forecasting Mobile 24
  25. 25. Business Flow Optimization Implement e-CRM systemMarket Analysis New reallocation of marketing budgetProposalImplementationResults 25
  26. 26. More freedom for Marketing tailored marketing solutionsMarket Analysis more satisfied clientsProposal efficient fund relocationImplementationResults risks of control (fraud) inefficient uses of funds due to unmotivated personnel p 26
  27. 27. Marketing Budget Reallocation Today:Market Analysis advertisement campaigns managed from theProposal centerImplementation local marketing needs are not realizedResults many inefficient solutions What we suggest: 70% of marketing budget to be used for central campaigns 30% of marketing budget to be used by MTE for local marketing opportunities 27
  28. 28. Possible OptionsLeave Everything Increase the Corporate “As Is” Workforce W kf Overhaul O Structural Business Flow Changes Optimization28
  29. 29. Suggested Structure National N ti lMarket Analysis Sales DirectorProposal RegionalImplementation Sales Manager gResults Customer Territory Marketing Sales Executive Manager MTE MTAE DS CSS 29
  30. 30. In Summary: Proportion of Drivers in GrowthMarket Analysis Up-selling HPC+FOODProposal Market Growth M k tG th 13% 27%Implementation 13%Results 12% 16% 8% CRM 11% Regions Marketing Budget Modern Trade Focus 30
  31. 31. Transition Plan: Two Options Pilot ProjectMarket Analysis Transition ImmediatelyProposalImplementationResults 31
  32. 32. Pilot Project Can Adjust the Strategy based onMarket Analysis Bad and Good OutcomesProposal Rumors: before we complete the pilotImplementation project, all the top personal might leave the company for competitionResults Takes a long time 32
  33. 33. Restructure Immediately Best employees will be keptMarket Analysis FasterProposal No need to keep information privateImplementation Risking major mistakes that canResults frustrate f t t our clients as a result of a li t lt f drop in sales 33
  34. 34. Forecasted revenue growth by factorsMarket Analysis Unilever current revenue, bn rub 27.54Proposal Unilever revenue growth due to: g 2011 2012 2013Implementation FMCG market growth 3.94% 4.11% 4.29% 3 94% 4 11% 4 29%Results Unilever revenue 28.63 31.31 37.01 Corporate overhaul C t h l 4% 9% 15% Unilever revenue 29.77 34.12 42.56 Business flow optimization 1% 4% 6% Unilever revenue 30.07 35.49 45.12 34
  35. 35. 2013 results By implementing suggested changesMarket Analysis Unilever will have revenue growth fromProposal 26.50 26 50 bn rub in 2009 toImplementation 45.12 bn rub in 2013 (in 2009 prices)Results Overall growth will be around: 63% 35
  36. 36. In Sum: Our Unique Growth FormulaMarket AnalysisProposalImplementation Food + HPC Regions Market GrowthResults Trading Up Modern trade Focus e-CRM Marketing Changes 36
  37. 37. THANK YOU!37

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