1. B. Clodfelter
Director, Business Development ǀ Europe
Results Highlights
Proprietary information omitted to protect confidentiality
2. Duracell, Europe– B. Clodfelter Background
Promoted to lead consolidation of sales & marketing development
Strategy, Promotions, Displays, Trade Communications,
Consumer Research, Customer Marketing & Category Management
Centralize & standardize development across 17 countries
Greater efficiency and effectiveness
Allow in-country managers to focus on application to key customers to drive
greater growh
3. Primary Objectives
Structure and staff central European HQ & In-country organizations
Develop capabilities in; Prom Development, Display Development, Shopper
Research, Category Management, Customer Communications
Lead a cross-functional team in a key retailer to improve business results as well
as provide a live example of the new team selling approach
7. , Optimized designs across
country level needs
, Modular approach to meet
more needs with fewer options
8. , Conducted first-time pan-European research & developed
user-friendly database of shopping behaviors
, Developed & implemented training for in-country managers
on leveraging newly available data
9. , Developed a common Category Management process & approach
, Developed & implemented training for in-country managers
on fact-based selling & category management
10. Developed standardized core customer presentations for local customization to
improve impact and results
, More professional appearance
, Greater use of shopper research & fact based arguments
, Much more efficient development process
11. Led a X-functional, multi-country team to address issues in
#1 customer and provide a tangible example of team selling
Key issues:
, Unfavorable branded vs private label pricing ratios lead to
sales declines
, Ineffective display strategy reduced inventory productivity
& was leading customer to reduce category exposure
12. , Conducted shopper research to show
consumer not noting lower PL price
, Performed analysis to show loss of
sales/profits as consumers traded down
