2015 Initiatives - Heidelberg Distributing Company

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Welcome!
GM/ GSM Meeting
January 14, 2015
Ice Breaker
What is your favorite 2014
accomplishment?
Joe Noll
Supplier Review
Mikes Hard Lemonade
• 70% is Incremental!
• Top 5 Brewer for HDC 550,000 cases and
$14,000,000 at 26% GP
• Mike’s is #2 Non AB Brand – Mike’s/Harder
• 70% is incremental
• We sell in 59 counties
• Mike’s has grown from 10 million cases in
2010 to 21M in 2014
Mike’s Continued
• Their goal is to grow double digits every
year. (If you take out disco’s we grew 7%)
• 3 Year Goal is 27M cases which will be 1
share of total beer
• 6pk Lemon = 49,000 in 4855 accounts = 10
POD
• 16oz Harder Lemon = 45,000 in 3296
accounts = 14 POD
Mike’s Continued
• If then = 21,286 cases and another
$650,000 (Rate of sale)
• If Harder was a supplier on its own would
still be a Top 10 Brewer
• Variety POD is about 25 FYI
Mike’s Hard Lemonade
We Must Never Forget MHL is
always our #1 PRIORITY
Category Creator
Our Flagship & Our Company Name
60% of Our Volume & Profit
15 Years YOUNG!!
WE ARE COMMITTED TO GROWING
THIS BRAND!
HARDER Lemonade
VERY Strong #2
30% of Our Volume
Fastest Growing Brand +55%
ONLY 6 Years Old
LARGE FORMAT EXPANSION
MIKE’S HARDER WILL BE AS BIG AS
MIKE’S HARD LEMONADE!
Palm Breeze
Build On CANADIAN Success Story
New Consumer Positioning & Liquid
2015 US FMB Category Winner
THIS CAN BE A 10M CASE BRAND!
4 SELLING PRIORITIES
NAB
• #4 Brewer for us at over 1M CE’s and over
$18M at 24% GP (plus bill backs)
• Labatt #4 Brand (Non AB)
• If Labatt was a supplier only- would still be
a top 10 brewer
• Honey Brown 24oz. #2 in units and #9 in
Vol.
• Seagram’s Top 10 Brand
NAB Continued
• POD: Honey Brown = 45 – Labatt Ice 24oz
= 43 – Genny 24oz = 26 – Seagram’s
Variety = 27
• We sell in 71 counties
• Dayton/Cincinnati – Expansion Markets $250,000 to $300,000 extra spend
• To drive an additional 30K CE’s.
GM/ GSM Reports
2014 Initiatives and Success Stories
2015 Initiatives
Sales Rep & DM Of The Year
Wine Trends
Wine Trends 2014 Recap
• 2014 vs 2013 Sales
WINE TRENDS
CLEVELAND/AKRON
COLUMBUS
CINCINNATI
DAYTON
TOLEDO
LORAIN
YOUNGSTOWN
Totals
Gross
Dollars
Gross Dollars(Net) Gross Dollars(Net) Gross Dollars(Net) (Net)
2014
2013
Diff
% Chg
11,191,723.51
6,988,851.94
5,388,205.74
2,957,485.08
1,976,053.77
1,401,924.30
728,597.75
10,186,079.28
6,354,587.31
5,362,438.42
2,587,779.18
1,837,196.25
1,315,605.08
696,719.18
1,005,644.23
634,264.63
25,767.32
369,705.90
138,857.52
86,319.22
31,878.57
9.87
9.98
0.48
14.29
7.56
6.56
4.58
30,632,842.09
28,340,404.70
2,292,437.39
8.09
• 2014 Initiatives
Physical
Cases
2014
Physical
Cases
2013
Physical
Cases
Diff
Physical
Cases
% Chg
104,627.62
61,893.42
45,458.12
25,861.62
18,169.71
13,079.46
6,214.46
93,375.79
56,488.58
44,961.62
23,320.37
16,919.00
12,198.92
5,698.00
11,251.83
5,404.83
496.50
2,541.25
1,250.71
880.54
516.46
12.05
9.57
1.10
10.90
7.39
7.22
9.06
275,304.42 252,962.29 22,342.12
8.83
Wine Trends-2015 Goals & Initiatives
• 2015 Goals:
These goals will be accomplished by:
 Hitting 85% of programs.
 New Account and Brand growth.
5cs/under less than 2014.
CLEVELAND
YOUNGSTOWN
LORAIN
COLUMBUS
CINCINNATI
DAYTON
TOLEDO
OHIO
2015 GOAL
10.0%
10.0%
10.0%
13.0%
11.0%
10.0%
13.0%
11.4%
2015 GOAL
Lakatos
11.5%
Moore
10.1%
Hueckel
13.7%
Rehrig
13.3%
Robbins
11.8%
WTI Pro's
12.0%
• 2015 Initiatives:
1. Introduce and implement the “HDC Way of Selling” thru the Sales Management
Level and to the Sales Professionals.
2. Organizational Planning-Train, Educate, and be responsible for all levels of planning,
from Weekly Calendars, Account Objectives, Brand Building, etc.
3. Commit to ‘Focus Weeks/Fast Start” programming to lead to brand and financial
success.
Already Implemented:







Planning Calendar. (Roadmap of Goals, Events, and Activities that drive our business).
Regional Manager “Weekly Checklist” (Checklist of sales reps required tasks of which the Regional Manager
is held accountable).
Regional Manager Rhythm Report: (Weekly snapshot of all of our Metrics by salesperson).
Focus Weeks. (Four per Period).
“Fast Start” Engagement Period. (Be at 25% of programs with no zeros= $100 bonus).
Mary Horn scheduled at each Statewide Meeting for training. Jan 23 Riedel education.
Weekly educational piece as part of each weekly meeting.
Anheuser-Busch Divisions
AB Division
2014 Success Stories
Corona Draft Launch / Million Case March
2014
Diff
Pct
CE
CE
CE
Total
234,218 9,848 4.4%
Package Beer 218,201 2,990 1.4%
Draft Beer
16,017 6,858 74.9%
Corona Extra – 1,258 ½ BBL’s Sold
Block Party / Event / Venue Activations
Block Party / Event / Venue Activations
Block Party / Event / Venue Activations
Block Party / Event / Venue Activations
AB Region 4 Incentive Winners
Month
Apri l
Ma y
Ma y
June
June
Aug
Dec
Incentive
JA Volume/Distro - Rol l out
Bud Li ght BTB Summer Displays
KOD On-Premi s e Increa s e
"Up For Wha tever" BAM Activations
Budwei s er BTB Fl a g Di s pl a ys
Bud Li ght BTB NFL Di s pl a ys
Most Creative Hol i da y Di s pl a y
Place
1s t
1s t
1s t
1s t
1s t
1s t
1s t
Segmentation
2014
2013
Diff
Pct
Chain(s)
CE
CE
CE
CE
Total
837,807 829,262 8,545 1.0%
KROGER CINTI
472,698 466,606 6,093
1.3%
SUPER WAL-MART 190,302 185,712 4,590
2.5%
MEIJER
117,539 119,032 -1,493 -1.3%
KROGER COLUMBS
25,493
23,285 2,208
9.5%
SAM'S CLUB
24,922
28,810 -3,888 -13.5%
TARGET GM
5,736
5,818
-82 -1.4%
COSTCO
1,117
0 1,117
--
*3 Grocery Routes in Dayton*
Segmentation
OnOff Premise: ON
Companies: HEID DAYTON AB
Supervisors:TY KELLEY
Excluded Open/Deleted/Seas: Deleted
2014
2013
Diff
Pct
QTR
CE
CE
CE
CE
1
178,344 196,764 -18,419 -9.4%
2
182,114 196,042 -13,929 -7.1%
3
176,557 188,413 -11,857 -6.3%
4
184,333 189,586 -5,253 -2.8%
*Dayton On Premise Team - Trends by Quarter*
AB Division
2015 Sales Goals
2015 Sales Goals
2015 Projections
Dayton
2014
$77,717,200
$6,167,345
$464,601
$84,349,146
A-BI
DG Yuengling
CBA
Total HDC Dayton A-B
2014
56,124,366
5,183,295
5,688,053
346,114
67,341,828
Cincinnati
A-BI
Constellation
DG Yuengling
CBA
Total HDC Cincinnati A-B
Total AB Division
$
151,690,974 $
Dollars
2015
$76,229,804
$5,922,795
$502,227
$82,654,825
+/- %
-1.9%
-4.0%
8.1%
-2.0%
Dollars
2015
55,896,390
5,685,197
5,503,015
397,959
67,482,560
+/- %
-0.4%
9.7%
-3.3%
15.0%
0.2%
150,137,385
-1.0%
92.2%
7.2%
0.6%
82.8%
8.4%
8.2%
0.6%
Dayton AB Division
Sales Pro & Team Leader of the Year
Sales Professional of the Year
COMBINED
Q1 Q2
GREG LABENSKI
86 78
SHANE MUTERSPA
91 152
KYLE BRUGGEMAN
97 138
RYAN OVERHOLSE 120 144
BEN BOSWORTH
93 153
Q3 Q4 TOTAL
84 83
331
93 49
385
129 78
442
147 70
481
219 67
532
• Combined Golf Score
between Distribution /
Incentives & Sales Rollup
• Winner was #1 in Sales and
Dollars
• Also finished first in several
“effort” categories
On Premise
BEN VANDEGRIFT
TOM TAPOGNA
COLM BOTKIN
MIKE RAINES
RYAN DAVIS
Q1
50
42
55
46
40
Q2
51
74
50
63
73
Q3
36
44
45
50
62
Q4 TOTAL
32
169
21
181
41
191
37
196
49
224
Grocery
BRENT BARTEE
JUSTIN WEAVER
TY REENTS
Q1
33
28
33
Q2
42
42
42
Q3
34
56
42
Q4 TOTAL
20
129
26
152
36
153
CONGRATULATIONS
Team Leader of the Year
Combined On Premise
Grocery
TOTAL AVG
Q1 2014
Effort Sales Effort Sales Effort Sales
Team Boose
6
2
3
1
12 3.00
Team Furay
2
6
1
3
12 3.00
Team Garrett
1
5
2
1
9 2.25
Team Kelley
5
4
1
3
13 3.25
Team King
4
1
2
2
3
2
14 2.33
Team VanMetre
3
3
4
4
14 3.50
Combined On Premise
Grocery
TOTAL AVG
Q3 2014
Effort Sales Effort Sales Effort Sales
Team Boose
4
6
4
2
16 4.00
Team Furay
5
2
2
1
10 2.50
Team Garrett
3
4
3
3
13 3.25
Team Kelley
1
1
1
4
7 1.75
Team King
2
3
3
3
1
2
14 2.33
Team VanMetre
6
5
2
1
14 3.50
Combined On Premise
Grocery
TOTAL AVG
Q2 2014
Effort Sales Effort Sales Effort Sales
Team Boose
4
5
4
2
15 3.75
Team Furay
3
3
1
2
9 2.25
Team Garrett
2
6
2
1
11 2.75
Team Kelley
5
4
2
3
14 3.50
Team King
1
1
1
4
1
2
10 1.67
Team VanMetre
6
2
3
1
12 3.00
Combined On Premise
Grocery
TOTAL AVG
Q4 2014
Effort Sales Effort Sales Effort Sales
Team Boose
5
5
10 5.00
Team Furay
3
1
1
1
6 1.50
Team Garrett
6
6
1
2
15 3.75
Team Kelley
1
4
5 2.50
Team King
2
3
2
3
10 2.50
Team VanMetre
4
2
6 3.00
Winner finished 1st or 2nd every Quarter….
CONGRATULATIONS
FULL YEAR
Team King
Team Furay
Team Kelley
Team Garrett
Team VanMetre
Team Boose
Q1
2.33
3.00
3.25
2.25
3.50
3.00
Q2
1.67
2.25
3.50
2.75
3.00
3.75
Q3
2.33
2.50
1.75
3.25
3.50
4.00
Q4
2.50
1.50
2.50
3.75
3.00
5.00
• #2 in Sales and Dollars
• Winner in most “effort”
categories
TOTAL
8.83
9.25
11.00
12.00
13.00
15.75
AB Division
2015 Initiatives
Defend the Core / AOE Bronze or Above
• Bud, Busch, Natty
Families = 80% of
our business
• Need to stabilize the
core in 2015
• Reach AOE Bronze
Level
• Developing HDC inhouse survey for
Feb 2015
• Plan to survey 750
Indy off premise
accounts in 1 week
Win in the High End
• Q1 Fast Start goal of +25%
• Year end goal of +20%
• Major focus – Stella
Artois, Goose IPA, Shock
Top Belgian White
• Ciders – Stella Cidre OnP,
Johnny Appleseed OffP
• Goose Island 312 –
important brand for both
houses
Execute New Innovation
Execute New Innovation
Grow 2% in Heavy Trade Accounts
Suction Cups
Tri - Pricers
•
•
•
•
•
Off Premise - 176 Accounts targeted total for both houses
2 different types of programs/account targets
Goal to provide more clear direction on these accounts in 2015
Many elements to these programs
Ultimate Goal – 2% GROWTH in these accounts
Grow 2% in Heavy Trade Accounts
• On Premise - 329 Accounts targeted
• 3 different types of programs/account targets
• Ultimate Goal – 2% GROWTH in these accounts
THANK YOU!
Team Dayton
Dayton – 2014 Initiative Recap
Sales and Administration all had 3 top initiatives;
Operations ABI and Wine had 8 top initiatives each
Most proud initiative accomplished in 2014 by Department
General Manager- Adaptation to new environment, processes
and increased costs
Administration – Sales and Use Tax
Operations ABI – Completed Sales and Delivery Re-Routes
Operations Wine – Implemented Directional Picking
Allied Wine – Create More Specific On-Premise/ Fine Wine
Programs with major suppliers
Heidelberg Beer – The Continued Development of our Sales
Professionals with emphasis on education
Heidelberg Wine – Restructure of Corporate Routes and Tell Sell
Dayton – 2014 Success Stories
Top Success Stories by Division
General Manager –
• Heidelberg Dayton achieved their overall sales goal of 6.8%.
• EBIDTA increase through November 2014 of 11.1% and the highest in 4 years.
Administration –
• Chase Bank Conversion completed.
ABI Operations• Reduction of delivery payroll as a percent of sales.
Wine Operations –
• Improved productivity in warehouse and delivery using our existing technology.
Allied Wine –
• Goals Achieved on both Constellation Cab Day and Trinchero Father’s Day.
Heidelberg Beer –
• Exceeded Dollar Growth Goal of 12.5%, Increased Business by $1,436,843; Resulting in a 13.4%
increase.
Heidelberg Wine –
• E&J Gallo Winery we achieved Green on Final Scorecard; Pyramid Goals achieved 5 out 5 of the
On Premise Pyramid; Completed 5 of the 6 of the Off Premise Pyramid.
Dayton – 2014 Awards
Heidelberg Wine Division
District Manager of the Year- Lisa Maloney
Sales Representative of the Year – Donovan Widney
Allied Wine Division
District Manager of the Year- Amy Tierney
Sales Representative of the Year- Tim Creekmur
Heidelberg Beer Division
Sales Representative of the Year- Brady DeBorde
Dayton – 2015 Initiatives
Sales, Operations, and Administration all have 3 top Initiatives for 2015
The three major initiatives that will prove the most challenging and have
the potential to ultimately effect most departments and associates.
1. Union Contract - Resolve
2. Master Warehouse – Fully implemented to 5,000 items
3. Monster- Assimilating the potential loss and minimizing the effect on
statements and personnel
Dayton – 2015 Initiatives
Allied Wine –
1. Category Focus 42% Spirits
2. Personnel Changes
3. Opportunity Brands both On and Off Premise
Heidelberg Beer –
1. Route Realignments
2. Increased Participation and Volume within Special Events
3. Bench Development
Heidelberg Wine –
1. Fine Wine/On Premise Team
2. Continued Internal Training once a month
3. LT Resets with a Focus on Low Proof Spirits
Team Kentucky
Kentucky – 2014 Initiative Recap
• Closing the Coverage Gap-In Q3 alone, 70 new
accounts were opened in the city of Louisville
• Be Seen in 2014; each month spend a day in each of
the markets outside of Northern KY-DONE
• Re-focus the On-Premise business-On-premise is up
18% YTD in Louisville, our largest market!
• Raise our overall profit margin by 1 point-DONE
• Work with DM’s-monthly DM meetings in diff cities,
then work-withs; On-Premise focus
Kentucky – 2014 Success Stories
•
•
•
•
•
Grew KBD (Willett) by 60% to over 2.1 Million Dollars
KY EBITDA increased by over $600,000 from 2013
Launched Deschutes- sold 23,400 CE’s in 2014
Schlafly sales went from -20% in Q1 to +4% by EOY
Strengthened Ky Craft Beer business adding Victory (6,500CE’s),
Uinta (8,100CE’s) and Lost Coast (2,600CE’s), for $558,800 gain.
• Doubled Smooth Ambler sales to over 700 cases ($143,000)
• Increased Bordeaux sales 46% to $223,957
• Increased Terlato by 76% to nearly $300,000
• Myx Dollar sales $163,443 (#1 Heid House)
Kentucky – 2014 Awards
• District Manager of the Year»Joshua Mulberry
• Sales Professional of the Year-Beer
»Joe Hayden
• Sales Professional of the Year-W&S
»Mike Grote
Kentucky – 2015 Initiatives
•
•
•
•
•
•
New On-Premise routes in Louisville and NKY
Reroute Lexington and NKY –
Replace both merchandisers in Louisville
Replace Owensboro/Henderson rep
Craft/Better Beer in NKY is big opportunity
Beer Dave to focus on more On-Premise training
Kentucky – 2015 Initiatives
• Addition of a dual Western KY district manager/Onpremise spirits manager
• Begin CSS and CSW training for selected members of
the KY team
• Weekly DM meetings conducted via Go-To Meeting
• Price List created with sortable options including the
varietal composition
Team Cleveland
Cleveland – 2014 Initiative Recap
•
•
•
•
Increase On Premise Business
–
Goal on Promotions (We successfully completed over 400 promotions with each Salesperson completing 2 in the first half and 2 in the
second half of the year) These were goaled by salesperson.
–
Goal by account growth ( Had meetings with salespeople after each month on account business)
–
Goal BTG and Bottle placements ( See focus month pods, Cleveland led the state)
–
Goal on Beer placements, % by tap handle and % by bottle list of what we should expect by acct.( We rolled this out with Rampant and
goaled them on placements. The on premise part was hard to track without the system that was supposed to roll out that would let
the salespeople track it in their order systems.)
Distribution
–
Keep targeting items by account (Chain teams used trackers and updated weekly on placements)
–
Close all distribution voids in chains by working closely with the chain managers,( they will be more accountable to track the items in
their chains).( Chain team used trackers)
–
Target displays by store cluster and demographics ( Used the Tom Fox Display tracker for focus items and goaled out by clusters)
–
Spirit Distribution targets for on and off premise ( Each Manager had a target number to achieve)
–
Goals ( enacting automatic goal update system) ( Yes) Put in place
–
Target Non Buy Accts in our system and on the Ohio Liquor page ( Still working on)
• Search Website by license and cross reference in our system
Beer
–
Track non buy accounts more closely ( Updated Monthly and used the Liquor Website )
–
Work on distribution in all Chain Accounts ( Chain team worked with suppliers to gain distribution)
–
Create Dock Sales to help cover cost of pos and bring awareness to our brands.( Not yet)
–
Build the top brands with distribution and events
• Promotions ( Rampant team was goaled 4 a month)
• Tap Takeovers ( We would pick a supplier each month and target several accts)
• Growth performance on Route and Beer ( We are still correcting routes)
Cleveland – 2014 Success Stories
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
2014 Sales year in review
Pre planned Goal was 5.68%
Company given goal was 6.4%
W/O Trader Joes finish was 6.45%
Actual finish to year was 5.9%
Finished the year at $95,136,192.24 lead the company in dollar sales
Finished +$5,283,210.24, Margin grew +.8% in dollars from 2013
Top 5 Wine Suppliers & % of Wine Business
Total Wine: 88% of business
1: Constellation 19%
2:Wine Group 12%
3: Trinchero 7%
4: Treasury 6%
5: Delicato 3%
Top 5 Beer Suppliers & % of Beer Business
Total Beer: 12% of business
1: Thirsty Dog 23%
2: Deschutes 7%
3: Victory 6%
4: Duvel Moortgat 5%
5: Vermont Hard Cider 5%
Salesperson of 2014:
Cleveland LGA:
Akron/Canton:
Cleveland – 2014 Awards
• All Managers successfully passed the Profits
Certification on the first try.
• Top House in Dollars
• Top Company in statewide pod placements
• Top Company in Deschutes CE’s sold
Cleveland – 2015 Initiatives
•
•
•
PERFICT K + A
–
Pride: Be the number 1 distributor
–
Excellence: You cannot have excellence without Execution on Brands and Priorities
–
Respect: Be the change you want to see happen
–
Family: Practice Empathy with Coworkers and Customers
–
Integrity: Live Karma, be an upstanding employee and Honest
–
Communication: Without it we cannot function
–
Team Work: Goals cannot be attained without it.
–
Knowledge: We all need to know more about what we sell
–
Accountability: Cleveland’s new Core Value. We all count on everyone to do their job so we all can win. Together We Win!
Personnel
–
Space Planning: Train several DM’s on Space planning to help with sets
–
Hire 1 Trainee per 8 salespeople in market
–
Place Salespeople in a more concentrated Geographic area
–
Hire On Premise Manager for Akron/Canton Market
–
Hire 2 Rampant Beer Salespeople for Akron
–
Split the Akron Book Team 1 and Team 2 in high volume Accounts
–
Knowledge: Train DM’s on all technology tools we have to offer
–
Brand Management: DM’s get more involved
Opportunities
–
Create Dock Sales for Kegs to help cover the cost of equipment.
–
Pickup of nonsaleables on route trucks.
–
Keep POS in order and current in warehouse and accounts
–
Reset the independent market
–
Target Golf Courses, Bowling Alleys, Taverns to grow business
Cleveland – 2015 Initiatives
•
•
•
•
•
Be the First House to hit $100 Million in the State
–
Dollar Growth by salesperson will be monitored monthly to coincide with house goal
–
House goal is 5.5%, $100Million goal is 5%, we will exceed the mark
–
Drive the brands that are growing for us
–
Become the go to Craft Distributor in all accounts
• Weekly offerings to all accounts ( Email or Hard Copy)
• Goal salespeople on beer distribution on top sellers
Distribution
–
Work with Suppliers to move the needle on brands that need help
–
Chain Managers will track their PODS and update weekly.
–
Exceed the POD goals each month
–
RESET, RESET, RESET, RESET
–
POS is a MUST in all ACCOUNTS ( Enact the Minimum 5 piece rule)
–
Target Non Buy Accts in our system and on the Ohio Liquor page
• Currently working with Roadnet to enact
Beer
–
Become the Craft Leader in Market
–
Double Thirsty Dog Distribution in Trade
–
Create Dock Sales to help cover cost of pos and bring awareness to our brands.
–
Build the top brands with distribution and events
• Promotions
• Tap Takeovers
• C Store penetration
• Distribution goals by item
Ken Aquila’s Goal
Control Inventory
Team Columbus
Dave Dudon
2014 Initiatives
Bring the Management Team Together
•
•
•
•
SWOT
Integrated selling
Monster South
Re-evaluate wages
Dave Dudon
2015 Initiatives
• Perfect order system.
• Improve on-boarding.
• Video
• https://www.dropbox.com/s/kj7trpx
xiyh0c9g/Columbus
Onboarding.mp4?dl=0
Columbus – 2014 Initiative Recap
WINE/SPIRITS
• Achieved HDC Company 9.0% dollar growth
goal.
• Training- kept commitment to have sales team
visit a: winery, distillery & brewery in 2014.
Columbus – 2014 Initiative Recap
BEER
“Big Three” or Big Sheet Goal


Goal was to give rep more detailed information so that they are doing daily/weekly plans
Consistent update on a daily basis so as to achieve their goals
Butts in the car seats




Brand Managers and DM’s in the seats of sales reps cars for the full day
GSM…2 days per week
Brand Managers 3 days per week
DM’s 4 days per week
Accountability Through Teamwork & Consequences


2 surveys per month
Give them the answers
Columbus – 2014 Success Stories
WINE/SPIRITS
• Part of Constellation 1,000,000 case initiative.
• Achieved CAB Day Goal 2014.
• 34 Sales professionals achieved 10% or greater wine/spirits
dollar growth.
• 6 of 13 managers achieved 10% or greater wine/spirit dollar
growth.
• 3 Top 10 suppliers up 10% in dollars: Bacardi +10%, Foley
+20%, Trinchero +60%.
• 2 Top 10 Brands + 10% dollar growth.
Columbus Beer – 2014 Success Stories
SURVEY
DATE:
29-Jan-14
Acct #
Name of Account:
Giant Eagle
Address:
N. Hamilton
Kroger
N. Hamilton
Giant Eagle
New Albany
Kroger
New Albany
Giant Eagle
Powell
Kroger
Hard Road
Kroger
300 S. Hamilton Rd
Kroger
Stringtown Rd
Kroger
Rome Hilliard Rd
Kroger
Hill Rd
ACCOUNTABILITY THRU TEAMWORK
Premier D/T
Sunoco
3034 E. Broad
Brands/Product to be Surveyed
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Seagram's Variety 12 pk
Genny 16 oz can
Labatt/Light
Genny 4pk 16 oz can
Seagrams…any
Labatt/Light
Genny 4pk 16 oz can
Seagrams…any
Detailed Information to Expect
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Displays: Labatt/Lt and Seagrams Variety or any
Seagrams
Distribution on Genny 4pk 16 oz cans If Authorized
Labatt/Lt Banner and or Stack of display
Distribution of Genny 4pk 16 oz cans with price sign
Seagram's Price sign
Labatt/Lt Stack of display
Distribution of Genny 4pk 16 oz cans with price sign
Seagram's single Bin
ACCOUNTABILITY THRU TEAMWORK
Survey Scorecard
Total available
Actual
Blue/Blue Light
12
12
Seagram's
10 for 10 Blue
12
6
12
6
Genny 4 pk Dist
proper signage
2
14
2
12
Misc Judgement
Bonus
14
8
3
60
55
92%
Total Score
Columbus Beer – 2014 Success Stories
Columbus – 2014 Awards
WINE/SPIRITS
• Wente Legacy Award Winner
• 2014 CAB Day Winner
• 2014 Wine Group Ryder Cup Participant
Columbus – 2014 Awards
BEER
• Beer Sales Professional of the Year:
__________________________________________
• Beer DM of the Year
__________________________________________
Columbus – 2015 Initiatives
WINE/SPIRITS
• LT/MT On Premise Manager. New Position for
Columbus.
Focus on:
1. First in to visit & present new pending accounts.
2. Wine list critiques.
3. Check list for 25 must have items in an on premise acct.
• Write/Develop sales pro on boarding program.
• Be 40% of Kroger’s wine dollars in 2015.
Columbus – 2015 Initiatives
•
•
•
•
WINE/SPIRITS
Reset 25 Off Premise Wine sets by March 31, 2015.
Rewrite 50 wine lists by March 31, 2015.
Get one account per sales professional that was
down the most in 2014, up 10% by March 31, 2015.
10% Club- All manager’s teams be up 10% as of
April 30 enjoy dinner/golf celebration. Place T.B.A.
Columbus – 2015 Initiatives
BEER
• Channel/Segment Selling
– Best sales professional in the :CONTROLLABLE” accounts…Ind. Segment of business
– Ty Brown as our the Independent segment manager
– Began October of 2014
• GSM to be with DM and Sales Professionals
•
Must for 2015.
•
Corporate structure
• Survey for Success
Columbus – 2015 Initiatives
BEER
• Golf Course Initiative
– Assign 2 DM to head this project
– Social media program with signage on golf carts
– Targeted accounts with CAN PKG INITIATIVE
– Sponsorship on Local “TEE TO GREEN” program
• Sales Rep “ON BOARDING PROJECT”
•
•
•
•
•
•
•
Welcome Video development and hosted by Vail Jr
Cross-training Plan
Employee personal development plan
Proper on-boarding packet
Mentoring/Job Shadowing
Weekly employee evaluation for 1st 60 days
Intranet communication
Team Cincinnati
Cincinnati – 2014 Initiative Recap
Cincinnati – 2014 Initiative Recap
1. Ongoing Training – Meet every 3rd Friday of the
month for Training
2. Preplanning Pre-Sold/Programmed Cases – Each
Manager responsible for individual chains’ execution
of programmed brands
3. LT Resets – Target 200 LT accounts to Resets
Cincinnati – 2014 Success Stories
• St. Michelle Year – Finished up 10% in Rev. Flat through
March
• Viniq Rollout – 1350 cs, +$220K in Revenue
• William Hill Coastal Launch – 2115 cs, +237K in Revenue
• Milestone – 1100 cs, +77K in Revenue
• Constellation Draft Wine – Sold 29 1/6 barrels
Cincinnati – 2014 Awards
• Sales Professional of the Year
–Tyler Rhoads
• Up in Dollars for all 12 Months
• Up 10.7% in Dollars for the Year
• DSM of the Year
–Willis Miller
• Team was up 8.5% in Dollars for the Year
• Top 2 Reps up in Dollars were on his team
Cincinnati – 2015 Initiatives
 Training and Measuring
 Better Tracking Devices from Sales Professionals to Managers
 Display Installation Tracker, Monthly Sales Plan, New Item Distribution
Form, etc.
 LT Opportunities
 Strategically Target 125 LT stores to do complete Resets.
 Resets should include shelf, cold box, and signage to maximize our
business. Specifically focus on Low Proof Spirits.
Cincinnati – 2015 Initiatives
• Ongoing Educational Training


Every Month we will have an ongoing training for the Sales Professionals.
Training Topics will include History of Wine, Wine Etiquette, Varietal
Compositions, etc.
Presenters will be Mary Horn, FW Managers, Retailers, Suppliers, etc.
• Win with New Items
 600+ new SKU’s in 2014 representing $2,518,210
 Kick New Items off with Excitement and Energy
 New Item Fast Start Incentives
Team Ohio Valley
Ohio Valley Beer – 2014 Initiative Recap
• Refused orders – Total Cases: +1,186cs. (+11%)
Total dollars: +35,818 (+17%) Three deliveries make up
approximately 50% of the growth.
• Out of Stocks – increased service level from 97.3% in 2013 to
97.7% in 2004. Better communication between purchasing
and sales.
• Attention to Detail @ Retail. Correct pricing; Chain execution;
Current POS; Writing strong orders; Taking accurate inventory.
On-going sales process for OV team.
Ohio Valley Wine – 2014 Initiative Recap
• Re-energize Spirits Focus – Inconsistent
performance. Carry into 2015
• Independent Retail - 42 proof assessment.
Mr. Boston; +17%; Dr. McGillicuddy +48%:
LaSalle +13%
• Price Point - Training and proper
implementation remains to be completed.
Ohio Valley Beer – 2014 Success Stories
• Comprehensive reroute of the OV Beer Team using Road Net.
With the help of Nick Warminski and the entire OV Beer
management team, we completed the re-route in April. The
new routes were implemented in mid-May. We also updated
the classification of all accounts.
• Grew Special Events by $38,774 after experiencing huge
growth in 2013.
• We sold 100,000 cases of PBR to lead the state in growth and
volume.
Ohio Valley Wine – 2014 Success Stories
• Spire Collection dinner - $30,000 in retail
sales. Two day sales campaign - $44,000.
• Achieved Ryder Cup Goals.
• Premium Wine Focus and Volume Focus:
Achieved goals in 11 of 12 months for both
programs.
• 5 Cases and Under - Inventory at 3% or better
for the entire year.
Ohio Valley Beer – 2015 Initiatives
• On-Premise Volume Focus:
2014 On Premise dollars were down 1.9%.
Cases were down 2.7%. Our goal for 2015 is to
grow both cases and dollars by 1.5%.
• OV Wall of Fame
• Monthly Sales Dollar Goal by Associate
Ohio Valley Wine – 2015 Initiatives
• Increase use of the print shop by 25%.
• Monthly Drink Feature Calendar – seasonal
and in conjunction with Marketing Calendar.
• Quarterly GSM Sales Calls on Top 10 OnPremise accounts.
• Bi-monthly individual meetings with all CDT
members. Chains = 58% of our dollars.
Ohio Valley Beer– 2014 Awards
• DM of the Year- Angie Bartos
-7 year veteran with relentless work ethic who
always raising the bar.
• Sales Pro of the Year- Ryan Horan
-2 year employee who started in purchasing.
-14 months as a Sales Pro and voted to
Cincinnati Beer Committee Board Member.
Ohio Valley Wine – 2014 Awards
• DM of the Year- Jeramie Sanders
First full year as DM. 8.7 million dollar
territory with 7 Sales Pros and grew 5%.
• Sales Pro of the Year- Jerry Shamblin
19 year veteran. 1.6 million dollar territory
and consistently the new placement KING!
Grew route by 6.8%.
Team Toledo
Toledo – 2014 Initiative Recap
• Berman- 1)Win on Premise, 2)Win in C-Stores,
3)Creativity and Competition
• Beer Division – 1)Coors Lt +1.8%, 2)Improve
chain coverage/execution, 3)Get Dos Equis
Lager to 75% distribution
• Heidelberg Wine- 1) Create Beverage Category
Experts, 2)Improve Distribution and Shelf
Standards, 3)Develop Stronger Key Account
Relationships
Toledo – 2014 Success Stories
• Berman- Constellation Million Case March
• Beer Division – Huge launch of NBB, top
honors for NBB quality audit, +27% on BBC –
became our 2nd largest supplier, passing NAB.
• Heidelberg Wine- Achieved over 20% growth
on Ste Michelle and Delicato Portfolios.
Toledo – 2014 Awards
• Berman- Rep of the Year- Brad Brown, DM of
the Year- Amy Mathias
• Beer Division – Rep of the Year Marty Baird.
• Heidelberg Wine- Rep of the Year Ryan Nowak
Toledo – 2015 Initiatives
• Berman- 1) Win in Chains, 2) Spirits Initiative,
3) Back to Basics
• Beer Division – 1) Re-route beer division,
possibly create additional route &/or craft
focused route, 2) Implement a space planning
program, 3) Dial up Blue Moon – extend off
premise distribution to 75%, Draft to 150
accts.
Toledo – 2015 Initiatives
• Heidelberg Wine- 1) Win in Agencies, 2)
Integrate Beer team, and Berman team better
into our business, 3) Execute Tom Fox and
other trainings to Street/Sales Rep level.
Team Youngstown
Youngstown – 2014 Initiative Recap
Team Youngstown
• Dollars FY 2014
• $11,968,950 / +$836,051 /+7.51%
• Cases FY 2014
• 340,918 / +6,941 / +2.08%
• 48/48 New POD Distribution
• 12/12 Premium Focus Months
Youngstown – 2014 Success Stories
“The Look Of The Leader”
• Reset 67 Total Accounts
• Added 684 New Items Into The Market
• Added $58,814 New Dollars To The Company
• Realignment Of Our Brands In The Market
• Draught Take Over Nights… 15 Accounts / 77
Draught Handles
Youngstown – 2015 Initiatives
“The Look Of The Leader”
Continued New Distribution For Market Growth
Accountability Of Sales Professionals And Management Teams
On All Levels
Continued Growth Of Our Set Team Securing New And Current
Accounts
Capitalizing On Every Opportunity For Beer, Wine, Spirit’s and
N/A Items In Each Account
Youngstown – 2015 Initiatives
• Targeting The Growth In Our Market Through Our Emerging
Brands, Craft/Micro Beers, Mid Tier Wines, Dominatition Of
The Spirits Category, Along With Our Core Suppliers
• Continuation Of The Heidelberg Way Of Selling, Education
And Coaching, To Show Our Competition And Suppliers…. “We
Are The Vendor Of Choice In Youngstown With Our
Customers”
• 2015 Dollar Growth Goal 6.1%
Youngstown Operations – 2015 Initiatives
• Use RF Guns to scan product back into inventory from route trucks
• Add voice to pick to our bottle line to increase accuracy and attain
even lower error rates
• Just went to layered inventory 1-9-15. Next step will be adding RF
Tasks & IY refill to automate replenishment process for our day shift
replenishment team.
• Now on layered inventory, will have Matt Robinson train Jody Myers
on RF Units for cycle counts to improve inventory accuracy.
• Looking to revamp our credit procedure for outdated and damaged
product coming back from the trade. (This will be a collaboration
with Patrick, Ytwn, and CLV)
Youngstown Admin – 2015 Initiatives
• Realignment of job responsibilities and cross-training for
better efficiency
• Would like to see a company attendance policy for admin,
warehouse, and drivers.
• Staci, office Mgr., to work with Jody, OPS Mgr., to develop a
best practice for credit procedure.
Youngstown – 2014 Awards
• Sales Professional Of The Year:
• Michael Krohn 1st Place
• Winner Of 3 out of 4, Sales Quarters
• +$203,997 +21.92%
• David Harris – 2nd Place • Came In 2nd Place for 2 Years Running
• +$144,959 +12.66%
• District Manager Of The Year:
• Michael Testa – 1st Place
• +$467,908 +8.64%
• Paul Danko – 2nd Place
• +$369,598 +6.85%
“Together We Win In Youngstown”
Team Lorain
Lorain Wine – 2014 Initiative Recap
• Streamline/Delegate admin responsibilities:
Delegated several tasks to DM’s and David Chrulski
which helped free up time to spend with reps and DM’s
in streets. Allowed me to work and develop better
tracking/goal focus.
• Spend more time in streets: Spent an average of 3
days per month with SP’s and Managers.
• Continuous involvement and development of chains:
tracked and communicated goals more efficiently and
accurately. Better chain execution in market. Grew
6.7% in national chains or $831k and 7.8 % in local
chains or $278 k in 2014.
Lorain Wine – 2014 Success Stories
•
•
•
•
•
•
•
•
•
+ 5.6% for calendar year. Goal +4.8%. +$1,396,571
20% increase goal in September. Achieved 21%.
Gallo +9.75 % increase calendar year.
Gallo scorecard 11.4 on goal of 10.
The Lorain team being part of and contributing to the
success of the Constellation million case march.
Double digit growth 5 of 12 months.
Positive growth 9 of 12 months
13 of 15 top/core suppliers achieved positive growth
for the year.
Kalahari Resort grew $10k /18% for the year.
Lorain Wine – 2014 Awards
•
•
•
•
•
•
Wine Sales Professional of the year:
Dave Harrington. +13% Dollars and 9% cases
Runner up:
Darren Davis. + 8.3% Dollars and 6% cases
District Manager of the year:
Jerry Ervin. +8% Dollars and 5.5% cases
Lorain Wine – 2015 Initiatives
• Continuous focus on Premium brand growth: IE
Kenwood ,Taken, Complicated, Round Pound. Target
distributions similar to Joel Gott, Wild Horse and LMM.
• Utilize talents/strengths of specialists in our market:
Mary Horn, Matt Smith, Ian McDonald based on their
availability. ( Training event scheduled with Mary in
Feb)
• Uniformity on SP’s “go to market” tools. Pitch book,
pos ,organization of car ( filing system)
• Utilize talents , strength, knowledge of managers on IDIG, MM ,excel etc, by conducting monthly
meetings/seminars in house.
Lorain Beer – 2014 Initiative Recap
• Inventory management/sku rationlization
• Train, Educate, Develop district sales
managers. Lead by example
• Schedule monthly work-withs/market visits.
Build relationships in key accounts by
increasing company exposure.
Lorain Beer – 2014 Success Stories
• Inventory: reduced 5cs and under
$18,894 - $4,242 = $14,652
*+138 sku’s ’14 vs ‘13 (78 NBB+Deshutes)
• Train, educate, develop: Tom Fox certification
Beer Team: 100% Certified in sales process
Beer Team: 3/5 Certified in sales coaching
• Key Accounts: Cedar Point +$29,600 +52%
Island Accounts +$47,400 +3.6%
Lorain Beer – 2014 Awards
• Beer Salesperson of the Year
#1 George Henry +12.1%
#2 Chris Howell +17.4%
• Beer District Manager of the Year
– John Oswalt
+10.4%
Lorain Beer – 2015 Initiatives
•
•
•
•
•
Achieve Financial Plan +7.9%
Expand/Improve craft route
Introduce set coordinator – HOL set captain
Improve market execution in outlying counties
Continue sku rationalization
$200,000.00 (skus)
- $85,00.00 (target reduction in 1st qtr)
Lorain Beer – 2015 Initiatives
• +7.9 Financial Plan – Supplier Goals
GLBC +9.3%, Boston Beer +44.1%
Constellation +9.7%, Thirsty Dog +26.8%
• Set Coordinator – HOL set captain potential
with our established portfolio. Goals/month
• Market Execution – monthly work/withs,
followed up with monthly surveys.
Group Training 1-5pm
Count off by 6 to determine groups
Training Schedule
• TRAINING SESSION NAME | LOCATION
– Group 1, 1st Session
• IDIG- Conference Room 105 (front room, lobby)
– Group 2, 1st Session
• Outlook/ Exchange Server- Conference Room 106 (back room, lobby)
– Group 3, 1st Session
• Performance Reviews/ Best Practices- Yellow Conference Room
– Group 4, 1st Session
• V11- Green Conference Room
– Group 5, 1st Session
• Work-With Best Practices/ PROFITS- Upstairs Conference Room (top of
steps)
– Group 6, 1st Session
• Expense Tool Review- Blue Conference Room
Enjoy lunch!
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