Best Practice Sharing example: Poland Intelligent Promo – Fuel with STATOIL Objectives of the in-store initiative: Implement on Polish market Intelligent.

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Presentation transcript:

Best Practice Sharing example: Poland Intelligent Promo – Fuel with STATOIL Objectives of the in-store initiative: Implement on Polish market Intelligent Promo which brings significant grow of ENR MS Solution: IP with fuel Promo mechanism: Buy ENR batteries and you will receive 15gr discount for fuel per one liter on Statoil petrol Main objective: Increasing MS by maximizing: number of SE and NSD in TT Learning’s & ‘Hints & tips’: Teamwork how we might work with Customers Prepare a clear benefits orientated selling story Add comments about how we might continually Improve Field/Merchandising teams might help Execution Field force education and engagement is crucial. Used much more prepacked displays vs. LY help to build impactful visibility in store, avoid stock problems Challenges: Find the promotion with WIN- WIN for ENR, Partner & Retailers Implement promotion on very aggressive FGOP and discount promotions market. Buster the myths that there is only one way in this category: FGOP or discount promo Convince buyers that IP is better and stronger then competitors activities What you did to overcome: Found consumer insights: Focus group to find the best IP Prepared selling story with strong argumentation: examples of LY IP, data that showed how strong is our promo, consumer insights Investment & Resources: Focus Group ATL: Internet & PR campaign POS and displays production Sales force introduced to materials in store What has been measured? Sell out results (value & volume) MS No. of displays Confidential! Internal Energizer use only

Sellout results This provides simplicity & consistency in reporting During IP ENR grow both volume and value +15%/+25% +15% +4% -11% -22% -25% -1% +2% +7% +25% +2% +4% -25% Source: Nielsen Confidential! Internal Energizer use only

Market Shares …In spite of high competitors activities we strengthened leader position!!!! During that period we had the best shares ever GLOBLOTTO GP 4+4; 4+1 Duracell ; 3+1 Varta 4+4; 4+1 PL 8+8 in CRF PANASONIC 4+4, 4+2, 3+1 PHILIPS 4+2 STATOIL GP 4+4 Duracell 4+2; 8+4 Varta 4+4; 4+2 PL 8+8 in CRF PANASONIC 4+4, 4+2& link saver 1+1, 3+1 PHILIPS 4+2 Source: Nielsen, Focus reports Confidential! Internal Energizer use only

Secondary Exposition (page 3 of 3) During Statoil IP Energizer increased No. of Large SE + 31% vs. SPLY Confidential! Internal Energizer use only