3. About Me: Paris Richburg
Hometown: Queens, New York
College: Spelman College
Atlanta, Georgia
Major: Economics
Extracurricular Activities: Glee Club, Student
Ambassador, Miss Spelman Advisory Board, Morehouse
Business Association, Event Envoys, Economics Club
Favorite Hobbies: Singing, Dancing, Designing, Baking
Cookies, Reading
About Me Team
Project
Overview
Experiences Takeaways Thank You
4. Eastern Region
About Me Team
Project
Overview
Experiences Takeaways Thank You
Director: Billy Watts
SCDM: Joanna Marymor
Manager: Kaitlin Haas
Buddy: Myriah Hrdlicka
BCN Mentor: Nanette Nunu
One
Team
5. Customer Facing Experience
Stimulating Distribution and Display Analysis
Benchmarking eCommerce Shopping Journey
Strategizing and Planning Growth Opportunities
Internship Project Overview
About Me Team
Project
Overview
Experiences Takeaways Thank You
6. Key Takeaways
Food Lion Old El Paso Analysis
Volume % Change Display Level
About Me Team
Project
Overview
Experiences Takeaways Thank You
Objective: Analyze and compare Food Lion Old El Paso volume
during Cinco De Mayo ad week to Super Bowl ad week
Display Support drives Volume Ad timing is critical
70%
35%
Super Bowl Cinco De Mayo
Any Dsp Avg %ACV Sprt
18%
-3%
Super Bowl Cinco De Mayo
Unit Volume Growth
7. eCommerce Mobile Shopping
About Me Team
Project
Overview
Experiences Takeaways Thank You
Objective: Provide feedback to improve
mobile shopping experience for Eastern
Region retailers
8. About Me Team
Project
Overview
Experiences Takeaways Thank You
Customer Facing Experience
• Ahold
Customer
• 4 week interval
• 13 periods
• Week 21-26
• Period review
occurs once a
month
Period 6
Review
• Evaluate Period 6
Merchandising
• Present findings to
customer
My Role
FRONT
PAGE
ANALYSIS
ALLOCATION
ANALYSIS MUST
BUY
ANALYSIS
1
2
3
9. Ahold Period 6 Review
Volume is maximized when GMI &
KLG are in ad separately
About Me Team
Project
Overview
Experiences Takeaways Thank You
FRONT
PAGE
ANALYSIS
DISPLAY
ANALYSIS
MUST BUY
ANALYSIS
1
2
3
28 21 27
95
6167
43 45
168
115
RPBP CC GG HNC CTC
GMI Cereal Average Unit Sales
Stores w/out Allocation Stores w/ Allocation
1,992,303 1,954,433 1,872,270
657,152
633,079778,132
636,895
Week 28 Week 32 Week 21
$1.99 Front Page Unit Volume
TTL RTE TTL GMI TTL KLG
Opportunity Gap
+ 42K units
+$84K
The sweet spot for cereal
multiples is MB4 with display
Must Buy Volume Performance
Objective: Analyze cereal performance and make recommendations
Results: Added an additional 37,000 cases
11. Key Takeaways
About Me Team
Project
Overview
Experiences Takeaways Thank You
General Mills culture and interactions with
Senior Management
Insight into the business in general and in
sales
Greater development in analytical, problem
solving, and time management skills
12. • Senior Leaders
• Planning Team
• Category Management
• Kaitlin Haas, Manager
• Mentors
Eastern Business
Center
• Black Champions Network
• Joe Roffers, Recruiter
General
Mills
About Me Team
Project
Overview
Experiences Takeaways Thank You
Good Morning( Afternoon) My name is Paris Richburg and I am here today to present to you my unforgettable summer experience with General Mills
I will begin with telling you a little about myself and what team I was apart of during this summer. I will next dive into the many projects that had the pleasure of working on and end with memorable experience and key takeaways, leaving time for questions and answers
I was named after the city of light and born and raised in the city that never sleeps (Queens, New York). I currently attend Spelman College, an all women’s college in Atlanta, GA where I major in Economics. At Spelman, I participate in several extracurricular activities, including the Glee Club where I fulfill one of many hobbies, singing. Being in college finding food is always an issue but I always have my favorite cereal,Trix, to help fill me up, which happens to also be a General Mills Product.
I worked in the Eastern Region Located in Dresher, Pennsylvania. I was assigned to the planning team and supported each market mover which included Ahold, Delhaize, and Wakefern.
Something Unique about my experience was being able to work on all teams including planning, category management, and ecommerce. I will be focusing on 3 specific projects during this presentation. I was able to go in front of Ahold, one of our customers, and present a period 6 analysis. I was able to participate in a Ecommerce Shopping Journey and Strategize and plan growth opportunities for our company as well as our customers.
We weren’t capturing all of the incremental sales compared to the weeks prior
The EBC makes up 37% of total ecommerce
We are up 19% YTD FY17
And 24% of total national growth.
Asked by national ecommerce team to survey all ecommerce food retailers
A mobile site can increase consumer engagement as much as 85%
I determined competitive advantages and best in class solutions for peapod and ShopRite
Presented back to national in which they will use this to strengthen our partnership with retailers
*Throw in fav cereal*
Wakefern was looking to update their system
Chose to look at cereal because of the larger volume opportunity
Must buy analysis follows our national catman
636 stores…
