Winning With Customers - Edited

Winning With Customers - Edited - Name of Event-Date [File...

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Unformatted text preview: Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Winning with Customers Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern Building A Powerful Consumer Brand In China China Brand Building Lays Case Study Practical Steps To A Successful China Soy And Laguna Examples China Brand Launch 1. Defining Competitive Advantage 2. Managing The Innovation Process 3. Leveraging Insights 4. Compelling Branding 5. Impactful Creative 6. Effective Media Selection 7. Reinforcing Image with Packaging 8. Effective Customer Management 9. Pricing and Promotion Plans 10. Profitable Entry Strategy 11. KPIs and Performance Tracking 12. Managing HQ Expectations China Cont ext Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern PepsiCo Leadership Model requires advantage in two corners and parity in the third Supported by Talented, Disciplined People Talented Organization Winning With Customers Powerful GTM Systems Are Critical To China Success Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern How Many Different Types Of Customers Are There In China? Winning With Customers Name of Event-Date [File Name/Location of file file] Page 5 R.S. McEachern Traditional Trade Customers Winning With Customers Name of Event-Date [File Name/Location of file file] Page 6 R.S. McEachern 2nd tier distributor 1st tier distributor 3rd tier distributors / Wholesalers 30% Brand owner 30% 70% 70% On-trade Off-trade Winning With Customers Rural Areas Primarily Served Through Traditional Distributors Name of Event-Date [File Name/Location of file file] Page 7 R.S. McEachern Gross sales 2nd Tier Distributor P&L Percent Of Gross Sales Rebate to customers Net sales COGS Rebate/incentives from 1st tier Bad debt Gross margin Promotional support Labor cost, office rent, etc Logistics and warehousing Profit Before Tax Profit After Tax 100 (6) 94 82 2 (0) 12 (6) (3) (0) 5 4 Financing cost Winning With Customers Distributors Work On A Very Simple Cash P&L Name of Event-Date [File Name/Location of file file] Page 8 R.S. McEachern What Benefits And Issues Do You Anticipate Relying On Distributors In China? Winning With Customers Name of Event-Date [File Name/Location of file file] Page 9 R.S. McEachern Benefits Issues Easy to drive availability Low cost S&D Capture portfolio leverage Strongest brands survive Hard to contain geography No ability to impact at POS Little/no dedicated product focus Brutal on new product launches Danger of excessive margin leakage Winning With Customers Distributors Have Very Clear Strengths And Weaknesses Name of Event-Date [File Name/Location of file file] Page 10 R.S. McEachern 2nd tier distributor 1st tier distributor 3rd tier distributors / Wholesalers 30% Brand owner 30% 70% 70% On-trade Off-trade Winning With Customers Rural Areas Primarily Served Through Traditional Distributors Name of Event-Date [File Name/Location of file file] Page 11 R.S. McEachern Brand Owner...
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This note was uploaded on 04/12/2010 for the course MBA na taught by Professor Rofessorcassiancheung,professordanyangxie,professordavidzweig,andprofessorheliwang. during the Winter '10 term at HKUST.

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Winning With Customers - Edited - Name of Event-Date [File...

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