WOW results = WOWleadershipDmitry Barashkov1
About myself:Dmitry BarashkovThink BIG!• 15 years in FMCG Marketing• Associate Marketing Director P&G Eastern Europe• Prev...
Hobby: Jazzman3http://www.youtube.com/user/dbarashkov
About Procter & Gamble:• Touching life, improving life• 175 years history, 20 years in Russia• 83,7 bln $ turnover, larges...
Myth:in BIG CorporationsPeople are NOTmaking difference5
Magic formula6WOW results = WOW leadership!
Compete in toughest segmentGillette CEEMEACase study7
8
CEEMEA is BIGMore people than China; value market size of 75% of North America107 countriesMore than 2Bn peopleOver 100 Bn...
Blades & Razors - category10
Management challenges:• Challenge #1 (internal):Mid Tier/Male disposables are not focus inCEEMEA, where systems are overde...
Case: deeper in details• Your flagship brand Blue 3 slows down, 3 yearson the market already, no news• Your key initiative...
WOW Leadership:• Think BIG/ Envision• WOW Team• Manage Top Managers• Be very focused externally – know whatmatter most• Be...
Think BIG/ EnvisionWhat you inherit:• “Evil in the portfolio” – cannibalize Mach3• Cut support, play tacticallyThink BIG/ ...
Welcome from the team• Saeed: “It’s hurting my profit”• Johan: “Consumer loyalty in disposables isvery low”• Dima Z.: “We ...
WOW Team16
WOW Multifunctional Team• Saeed: “Strong disposable business protectspremium systems, it is strategicallyimportant!”• Joha...
18WOW Partners: your markets!
Manage top Managers19
Be practical – you miss resources focuson share & reapply• Product – from Latin America (Football Worldcup special edition...
Be focused externally – know whatmatters mostWHO: Mr. Simplicity (don’t pay much attentionto advertising)WHAT: Fast shave ...
Know what matter most: First win22
What matter most:work with agency: be honest• If you don’t like submission – say it 23
24
Agency work: Extract valuable piece25
Agency work: Be HUMAN• Add inspiration/ emotions26
27
28
29
ResultsBlue family grew 2,7 ppts market share over 2 YearsMale Disposables, Value Share CEEMEA FY0809 FY0910 FY1011 D2YGil...
ResultsGlobal HIGHEST market shares for Blue3 in Lead Market PolanBlue3 Value Share in Male B&R (%) JF’11Poland 19.2Turkey...
Case Discussion
WOW Leadership Dmitry’s tips:• Think BIG/ Envision• WOW Team• Manage Top Managers• Be very focused externally – know whatm...
Thank you for attention!barashkov.d@pg.com34
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Дмитрий Барашков. WOW результаты = WOW лидерство! Опыт P&G

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  • Дмитрий Барашков. WOW результаты = WOW лидерство! Опыт P&G

    1. 1. WOW results = WOWleadershipDmitry Barashkov1
    2. 2. About myself:Dmitry BarashkovThink BIG!• 15 years in FMCG Marketing• Associate Marketing Director P&G Eastern Europe• Previous assignment CEEMEA HQ, Switzerland• Brand building experience: Gillette, Fairy, Comet, Mr.Proper, Ambi Pur, Pampers, Blend-A-Med, Oral-B, Tide, Ariel• Prior to P&G worked in leading BTL agencies at executivelevel• PHD of Economics, graduated from Moscow StateUniversity2
    3. 3. Hobby: Jazzman3http://www.youtube.com/user/dbarashkov
    4. 4. About Procter & Gamble:• Touching life, improving life• 175 years history, 20 years in Russia• 83,7 bln $ turnover, largest FMCG company• Largest portfolio of Billion Dollar brands -24, 1st brand toexceed 10bln• Inventor of Laundry Detergent, Baby Diaper, etc• Inventor of Brand Management4
    5. 5. Myth:in BIG CorporationsPeople are NOTmaking difference5
    6. 6. Magic formula6WOW results = WOW leadership!
    7. 7. Compete in toughest segmentGillette CEEMEACase study7
    8. 8. 8
    9. 9. CEEMEA is BIGMore people than China; value market size of 75% of North America107 countriesMore than 2Bn peopleOver 100 Bn $ Market value(16% of the globe)
    10. 10. Blades & Razors - category10
    11. 11. Management challenges:• Challenge #1 (internal):Mid Tier/Male disposables are not focus inCEEMEA, where systems are overdevelopedGlobal top region for disposables is Latin America• Challenge #2 (external):Male disposables is top focus for your internationalcompetitors (Schick & BIC) and local playersincluding Private Labels11
    12. 12. Case: deeper in details• Your flagship brand Blue 3 slows down, 3 yearson the market already, no news• Your key initiative for next year is cancelled –too much hurt for Mach3 brand expected• Competition in your key market intensified –they launch product innovations, doaggressive price promotion, etc• Your lead markets are SCREAMING!!!12
    13. 13. WOW Leadership:• Think BIG/ Envision• WOW Team• Manage Top Managers• Be very focused externally – know whatmatter most• Be practical – you miss resources, reapply!• Don’t complain – find solution!13
    14. 14. Think BIG/ EnvisionWhat you inherit:• “Evil in the portfolio” – cannibalize Mach3• Cut support, play tacticallyThink BIG/ Envision:• Activate portfolio strategy – Differentiate Blue 3and Mach3• Protect top tier from competition and drive tradeup within Gillette Brand• Blue = next Billion Dollar Brand Globally14
    15. 15. Welcome from the team• Saeed: “It’s hurting my profit”• Johan: “Consumer loyalty in disposables isvery low”• Dima Z.: “We are not competitive at customerinvestments vs. competition”• Petros: “We can not supply what you need”15“Tough luck, they will not let you doanything!”
    16. 16. WOW Team16
    17. 17. WOW Multifunctional Team• Saeed: “Strong disposable business protectspremium systems, it is strategicallyimportant!”• Johan: “Loyalty is growing in disposables withmoving to most advanced forms and openusers for further trade-up”• Dima Z.: “Our last initiative truly excited thetrade”• Petros: “I will cross ship you extra productfrom Latin America”17
    18. 18. 18WOW Partners: your markets!
    19. 19. Manage top Managers19
    20. 20. Be practical – you miss resources focuson share & reapply• Product – from Latin America (Football Worldcup special edition)20
    21. 21. Be focused externally – know whatmatters mostWHO: Mr. Simplicity (don’t pay much attentionto advertising)WHAT: Fast shave without nicks & cutsHOW: Disruptive21
    22. 22. Know what matter most: First win22
    23. 23. What matter most:work with agency: be honest• If you don’t like submission – say it 23
    24. 24. 24
    25. 25. Agency work: Extract valuable piece25
    26. 26. Agency work: Be HUMAN• Add inspiration/ emotions26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. ResultsBlue family grew 2,7 ppts market share over 2 YearsMale Disposables, Value Share CEEMEA FY0809 FY0910 FY1011 D2YGillette Blue family 40,0 41,4 42,7 2,7Blue 3 4,5 10,8 15,1 10,6Schick 4,8 6 6,7 1,9BIC 7,1 7,5 6,8 -0,3Procter&Gamble calculation based in part on information reported by Nielsen through its ScanTrack,MarketTrack and Retail Index Services for the Blades&Razors Category, male disposable razors segment(Client defined) for the 52-week period ending June 31, 2011, for the total grocery market in the followingcountries: CEEMEA region, Western Europe, North America, Brazil (Copyright © 2013, The Nielsen
    31. 31. ResultsGlobal HIGHEST market shares for Blue3 in Lead Market PolanBlue3 Value Share in Male B&R (%) JF’11Poland 19.2Turkey 13.6Brazil 8.0North America 3.0Western Europe 1.5Procter&Gamble calculation based in part on information reported by Nielsen through its ScanTrack,MarketTrack and Retail Index Services for the Blades&Razors Category, male disposable razors segment(Client defined) for the 52-week period ending June 31, 2011, for the total grocery market in the followingcountries: CEEMEA region, Western Europe, North America, Brazil (Copyright © 2013, The Nielsen
    32. 32. Case Discussion
    33. 33. WOW Leadership Dmitry’s tips:• Think BIG/ Envision• WOW Team• Manage Top Managers• Be very focused externally – know whatmatter most• Be practical – you miss resources, reapply!• Don’t complain – find solution!33
    34. 34. Thank you for attention!barashkov.d@pg.com34

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