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Sibco transformation & capability
- 1. SIBCOTRANSFORMATION&CAPABILITY Making it happen 2009-2016 Distribution Infrastructure People Sales & delivery GTM operations Technology Market Size =24K customers Pre sell Routes= 144 DSD routes= 44 Total distribution fleet=255 Total delivery routes =220
- 2. • 2009- Launched Pre sell inTraditionalTrade • 2011- Roll out “Own your LRB Route” • 2012- Roll out ATU across all regions • 2103- Sibco new fleet plan for delivery operation • 2014- Roll out LN implementation across all regions • 2014- Launched tele sales in Jeddah base market • 2015- CommissionAutomation • 2015- Market Data management roll out • 2016- Front line competencies analysis. • 2016- Head count rationalization • 2016- Dynamic routing . Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 3. 0 20 40 60 80 100 2013 2014 2015 56 13 9 44 87 91 SIBCO GTM 13-16 DSD Pre sell 91% 9% Pre sell DSD 82% 18% Delivery DSD 76% 24% Pre sell DSD Sales Mix % Route Mix% Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 4. Sibco S&D system operated 437 total routes , 297 delivery &DSD routes covered all channels. Additional Hajj routes were used to cover Makkah & Madinah distribution . Sibco GTMTransformation 2016 0 50 100 150 200 250 300 June July August September 144 144 144 140 222 220 249 253 45 44 44 54 Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 5. Jeddah Makkah Madinah Taif Yanbu Tabouk Total 61 28 24 17 5 5 140 28 13 2 6 4 4 54 91 95 35 20 6 6 253 PS DSD DLV Sibco GTMTransformation 2016 • 45 Hajj routes were operated in Makkah. • Total 140 pre sell routes were operated trough out Sipco • Tele sell route remain as 19. Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 6. Sibco GTMTransformation 2016 1203 887 1090 1186 1177 533 372 487 543 613 0 500 1000 1500 May Jun Jul Aug Sept Sales/truck DLV DSD 1254 986 1058 1272 1276 1755 1530 1630 1978 1819 5416 4082 6033 6905 6452 0 1000 2000 3000 4000 5000 6000 7000 8000 May Jun Jul Aug Sept PS – Order Productivity PS -TT PS-OT PS-WS • Delivery returns are 3% in Sept- 16 Order size has changed post Hajj season • Fleet capacity utilization is up by 15%in Sept-16 • Sa;es per truck improved in DSD by 13%. 0% 10% 20% 30% 40% April May Jun Jul Aug Sept 23% 21% 31% 21% 23% 18% 3% 3% 3% 3% 3% 3% RETURN-%AGE DSD DLV 0 200 400 600 800 1000 1200 April May June July Aug Sept 857 857 860 862 858 857 1015 1015 1015 1087 800 989 1.18 1.18 1.18 1.26 0.93 1.15 CAPACITY USAGE Capacity Actual %UTL
- 7. SibcoTele Sales Sept-2016 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 Jan Feb Mar April May Jun Jul Aug Sept Sales trend -2016 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Jeddah Makkah Madinah Taif OP RB Traditional 26727 10410 Calls Analysis CC C D TS productivity • Avg sales per TS 12.K in Sept-16 • Op channel sales 25K in Sept. Customer Base CD:CC=2.6 Sipco is serving 3803 customers throughTele sales. • Weighted customers moved to tele sale impacted volume 84% 11% 5.0% • Traditional Trade contributes 84% • OP has 11% contribution • RB adds 5% of the total volume CSD 93% NCB 3% AQU 4% Sales 16757 13158 15458 14898 10266 11809 14823 13111 25064 12334 2180 2002 20799 26954 3131 7643 9758 338 6497 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
- 8. C-5C-4C-2 C-3C-1 SIBCO ERP ROUTE PRO LOAD ROUTE JOURNEY WAREHOUSE HANDHELD DELIVERY MARKET DYNAMICROUTINGSYSTEM • Live orders deliver to ERP from handheld • ERP will process the data and transfer to Route Pro • Route pro will prepare loads, route and journey • Route Pro will transfer the orders to warehouse • Ware house will process load per truck • Journey will be uploaded on handheld Delivery • Delivery will take load to market for drops and collection. Pre sell route – order collectionDistribution Infrastructure People Sales & delivery GTM operationsTechnology
- 9. Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 10. 1 2 3 4 5 6 7 1. Unique ID to identify records with or without barcode. 2. Quick Info for quick filtering. 3. Data quality check (good, re- validate or for deletion) 4. Re-validator, record for re- validation will be downloaded to this user’s device. 5. Indicates if record for re- validation is already downloaded. 6. Count of mandatory fields. 7. Suggested address based on the geocodes. 8. Highlighted fields are mandatory. Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 11. • Sibco is the largest Pre sell operation in the Region • Sibco is the first bottler to launch its tele sales channel • Sibco enjoys the highest value share for LRB business • Sibco Market share grew 6.7 pts since 2010 . • Sibco has the finest front line team in the region • Sibco saved 11 million $ through S&D transformation. • Improved saudization to reach 30%. Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 12. • Sales process automation & control • Front line calibration & building talent • Commission system rationalization • LRB selling excellence • Fleet development & rationalization • Operations control center • Sibco tele sales center • Sibco E commerce roll out • System & Hardware upgrade Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 13. 2009 Front line health Check Front line Driving test Front line apt test. 2010 Objective setting Aop S&D Planning Helper Training program 2011 Own Your LRB Route Merchandizing Training Modern Trade Sales excellence 2012-14 Tele sales LN transformation Tele sales Training ATU Lead university 2015 MRO training & development Pre sell excellence ATU 2016 Delivery Excellence Front line competencies New commission Scheme 1050 employees were covered by these programs Trained 700 employees 885 employees got trained 650 employees were trained 250 front line members were trained 1200 employees were covered by these programs Sibco Front Line development Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 14. Sipco Front line Age/Edu 30 100 146 125 84 56 65 0 20 40 60 80 100 120 140 160 25 below 26-30 31-35 36-40 41-45 46-50 51+ SALES ORG AGE 0 6 209 218 52 189 N ON 6 Y EA R S 9 Y EA R S 12 Y EA R S 14 Y EA R S UN IV ER SITY EDUCATION LEVELS • 401 employees are < 40 years of age • 121 , 20% of the team is 46-51+ years group! • 40% of the force is >14years of Edu. • 60% is up to or < 12 years of Edu. Distribution Infrastructure People Sales & delivery GTM operationsTechnology
- 15. Back Ground • Sibco managed a DSD org structure over decades • Sibco migrated to pre sell and gradually expanded it across all markets • Pre sell manpower requirement were different than DSD • DSD operated with 1400+ head count to meet the market demand. Sales OrgTransformation • Sales Org Rationalization Plan was developed to meet the current and future Man power needs • Front line to be strengthen • Back office team to be rationalized • Over all 251 people are reduced through a criteria based selection • S&D system to operate with 1150 man power. SIBCO HEAD COUNT RATIONALIZATION PLAN -2016 Distribution Infrastructure People Sales & delivery GTM operationsTechnology Sibco operated 350+ DSD routes in early 2009 Sales org was designed to meet TU standards & market place TTS Each route was selling , delivering & collecting Hand held were used for invoicing & CC/SR measures. Sibco migrated to Pre sell & Tele sales Developed a delivery system with high asset utilization Improve route sales from random to more controlled Back office need were streamlined to support the new dynamics
- 16. Sales Positions 2015-Act 2016-Plan diff Sec Head 19 9 -10 TDS 27 16 -11 ADR 41 26 -15 TC 35 13 -22 MT exe 11 11 0 Ws Exe 6 6 0 Collector 2 0 -2 Pre Seller 94 91 -3 Tele Sellers 32 30 -2 CR 37 36 -1 Del Driver 216 223 7 Helper 507 441 -66 Merch 130 48 -82 Total 1157 960 -198 Other Positions 2015-Act 2016-Plan diff KAM 1 1 0 Sr Analyst 5 0 -5 Sr Admin 7 3 -4 MRO 17 0 -16 Store Man 1 1 0 GTM SH 1 1 0 SS SH 1 1 0 CDA SH 3 3 0 NCB SH 1 0 -1 R Exe 3 2 -1 Sales sys Exc 6 6 0 Artsan 2 0 -2 CDA Auditor 8 4 -4 Trainee 1 0 -1 Total 57 22 -35 Organize Trade 2015 2016 diff MDM 2 2 0 KAM-MT 4 4 0 KAM-OP 7 7 0 TMM 1 1 0 TM –sec head 2 2 0 TMEx 3 3 0 TM S 1 1 0 Coop Coord 1 1 0 Market Analyst 1 1 0 Planning Exe 3 1 -2 Total 25 23 -2 Other Positions 2015-Act 2016-Plan diff Delivery Sup 7 4 -3 Dispatcher 10 5 -5 Sr.Sup 15 10 -5 Mch. Sup 3 2 -1 Exe Dir 1 1 0 Sr. Director 2 2 0 Director 4 3 -1 Sr. Manager 2 2 0 Managers 9 9 -1 Br. Manager 2 1 -1 S.Total 55 39 -16 G.Total 1285 1034 251 SIBCO HEAD COUNT RATIONALIZATION PLAN -2016 Guiding Principles • Reduce role duplication • Use of automation to minimizing double handling • Go for plan Merchandizers • Remove trainee factors for future needs • Reduce spare to 10% only in PS & DD roles. • Freeze positions vacant Distribution Infrastructure People Sales & delivery GTM operations Technology
- 17. Setting Direction - Established Pre sell customer classification & routing for sales & delivery operations -DevelopedTele sell option for <13 case customers. Designed delivery operation for Tele sales channel. Pre sell Execution - LaunchedTele sales channel in Jeddah base market - Executed Pre sell for <35 case DS customers inTT channel. -Team building -System Integration -Market place execution GTM Development *ExpandedTele sell to out station markets *Developed front line to excel in pre selling *Introduced auto- picking loading and delivery processes *Enabled selection & testing of right fleet for max efficiency *Initiated dynamic routing processes. Fleet Development Develop robust fleet plan based on market needs & distribution strategy – $33 million investment including : * 10 bay trucks 208 *12 bay trucks 47 with fork lifts *8 bay trucks 15 * Fork lifts 47 Plan delivery and induction by Q-3/2016 GTM transformation journey 2013-2016 2013 2104 20162015 Distribution Infrastructure People Sales & delivery GTM operationsTechnology Sibco GTMTransformation 2016 Way forward • Invest in Automated Storage and Retrieval System and stock picking for DCs. • Develop a cross docking system for remote markets • Use E commerce to improve customer engagement & service levels • Work with SADAD to eliminate cash transactions 2017….