IXL Innovation Olympics 2016

Transcription

Co-Sponsored By:
IXL Innovation Olympics 2016
Kickoff for the Spring Cycle
Bogota
April 2016
Bolzano
Boston
2016 Spring Innovation Olympics
v1.0
02/03/2016
© 2008-2016 IXL Center Inc. All Rights Reserved
Istanbul
Mexico City
Sao Paulo
Cairo
Seoul
Dubai
Shanghai
Guatemala City
Singapore
Agenda
Agenda
• Introduction
• Company Overview and Challenge
• Q&A
• Next Steps/Housekeeping
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2
Agenda
Agenda
• Introduction
• Q&A
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3
Introduction Welcome
Welcome to the 2016 Spring cycle of the IXL Innovation Olympics!
Introduction of Attendees
1. Mentor
2. University Teams
•
Representative’s name
•
Name of University
3. Client Sponsor
•
Your name
•
Position
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4
Introduction IXL Innovation Olympics
IXL Innovation Olympics is unique consulting competition that bridges
university students with corporations to create game changing solutions
IXL Innovation Olympics is a unique and practical program that
challenges business school students and alumni to integrate their
business knowledge to solve a real innovation & growth issue for
a senior executive from a company
Key Question of Senior Executive:
Where is my next strategic growth going to come from and what is my initial
pipeline of business concepts?
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Introduction Program Organizer IXL Center
This program is organized by the IXL Center, a global innovation consulting and
capability building firm with a unique legacy in consulting and education…
Bogota
Istanbul
2007
Bolzano
Mexico City
Innovation Management
Building Capabilities
Boston
Sao Paulo
Cairo
Seoul
2002
2003
2009
Dubai
Guatemala City
1985
1964
Consulting
Education
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Shanghai
Singapore
6
Introduction Program Organizer GIM Institute
…in partnership with the Global Innovation Management Institute (GIM
Institute), the global standard certification board for innovation
GIM Institute Provides
To Associations, Corporates
and Schools
Innovation Programs
Level 1
ASSOCIATE
Level 2
MASTER
Level 3
MANAGER
Level 4
LEADER
Innovation Techniques
Innovation Management
•
•
•
•
Training Programs
Conferences
Certification Programs
Speeches
In a cost-effective, standardized, scalable program
Books
Course Pack
Online Tools
Certification Test
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Group Training
Online Course
7
Introduction Structure
The program is managed by an overall program director with mentors working
closely with the student teams and clients
CLIENTS (5-8 clients every quarter)
• Companies that vary in corporate size, scope and reach
Client
MENTORS (1 per client)
• … are trained in the approach, process, tools and
deliverables
Client
• … ensure the process runs smoothly, provide guidance
to teams, and coordinate with the steering committee
Program
Director
Program
Manager
Client
TEAMS (3-5 per client)
• … collaborate during the first step to generate insights
and quickly learn about the company and its industry
• … compete during subsequent steps to develop the
best solution for the client
Client
Client
STUDENTS/ALUMNI (3-5 per team)
• … have functional diversity and work experience
• … are responsible for the research and outputs for each
client meeting
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Introduction Previous Clients
We have worked with more than 100 biggest companies in the world that vary
in corporate size, scope and reach
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Introduction
Clients Spring 2016
We have an outstanding roster of clients in this quarter's IXL Innovation
Olympics
Conglomerate Guatemala
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Program Recap
Structure Mentor & Teams
Each company is assigned a mentor who serves as the main point of contact
between the company and the student teams
Mentor
Arnaldo Arnal
[email protected]
+1-617-982-4822
University
Teams
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Introduction Process
OUTPUTS
DESCRIPTION
PROCESS STEP
Teams will use a five-step process to help companies identify their next
strategic growth and initial pipeline of business concepts
Week 1
1. Innovation
Intent
Week 2
Week 3-4
2. Opportunity
Insights
Be explicit about why Get very smart about
you need to innovate your industry
Strategic Innovation
Focus
Business
Opportunity Map
Week 5-6
Week 7-8
3. Fields-of-Play
4. Business
Concepts
5. Business Case
Identify strategic
spaces to innovate not
individual ideas
Build a pipeline of
robust business
concepts not idea
fragments
Flesh out business
concepts into business
cases to make it real
Fields-of-Play
Business Concepts
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Implementation
Plan
12
Introduction
PROCESS
Process (1) Innovation Intent
ACTIVITIES
PROCESS
Be explicit about why you need to innovate
1. Innovation
Intent
2. Opportunity
Insights
3. Fields-of-Play
4. Business
Concepts
5. Business
Case
• Agree on where and where not to innovate
• Define growth targets and strategic thrusts for breakthrough innovations
• Understand investment profile
OUTPUTS
INVESTMENT PROFILE
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PROCESS
Introduction Process (2) Opportunity Insights
PROCESS
Get very smart about your industry
1. Innovation
Intent
2. Opportunity
Insights
3. Fields-of-Play
4. Business
Concepts
5. Business
Case
Generate Dots
Your Company
Competitors
Partners on
the Value Chain
Adjacencies
Future
ACTIVITIES
Current
competitor
Companies
from
different
geographies
Companies
redefining
the industry
Small and
emerging
companies
OUTPUTS
Organize the Dots
Combine and organize all of the dots into a
SINGLE Business Opportunity Map
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PROCESS
Introduction Process (3) Fields-of-Play
ACTIVITIES
PROCESS
Identify strategic spaces to innovate not individual ideas
1. Innovation
Intent
2. Opportunity
Insights
5. Business
Case
• Identify five new areas for the company to play in
• Prioritize one of these Fields-of-Play
• Develop your prioritized Field of Play to make it more understandable to others
Fields-of-Play
Prioritization
Fields-of-Play
OUTPUTS
4. Business
Concepts
3. Fields-of-Play
Refined
Field-of-Play
FOP 1
FOP 2
FOP 3
FOP 4
FOP 5
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PROCESS
Introduction Process (4) Business Concepts
ACTIVITIES
PROCESS
Prioritize attractive concepts not idea fragments
1. Innovation
Intent
2. Opportunity
Insights
5. Business
Case
• Identify five business concepts around the prioritized Field-of-Play
• Prioritize one of these business concepts
• Reverse engineer your prioritized business concept
Business Concepts
OUTPUTS
4. Business
Concepts
3. Fields-of-Play
Business Concept
Prioritization
Reverse Engineer
Concept 1
Concept 2
Concept 3
Concept 4
Concept 5
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Introduction
PROCESS
Process (5) Business Case
ACTIVITIES
PROCESS
Bring the key facts, visualizations and tactical plans together in a coherent,
insightful and compelling presentation
1. Innovation
Intent
2. Opportunity
Insights
4. Business
Concepts
3. Fields-of-Play
5. Business
Case
• Identify the key insight, value proposition, detailed description of business concept, business model, market
size and action plan of the concept
• Visualize concepts through charts, graphs, diagrams, pictures, protocepts to make the look and feel “real”
beyond the key facts
• Use several tactical issues / questions to address related to your concept
Key Insight
Value Proposition Detailed Business Concept
Business Model
Market Size
Key Uncertainties
OUTPUTS
Executive Summary
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Action Plan
17
Introduction Timing
Clients and student teams are expected to be at the key meeting dates
Key Meetings
Opp Insights
5/19
Kickoff
FOPs
5/31
Concepts
6/14
Biz Case
6/28
Orientation
5/21
4/11
5/9
5/16
5/23
5/30
6/6
6/13
6/20
6/27
Client Presentations: At least 3 team members need to participate in all presentations. Presentations
could be face-to-face or by video conference.
Coaching session with mentor. Each team will have coaching and review session with their assigned
mentors. Mentors will work with their respective teams on the coaching schedule.
Client not present or not required to attend
Please allow flexibility in terms of scheduling for both coaching sessions and key meeting dates due to class.
Dates not available
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Agenda
Agenda
• Introduction
• Q&A
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Introduction EFES
EFES introduction
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20
USA, EFES Russian Brands Challenge
Group Market Development
21
ANADOLU EFES Operation in 16 Countries
22
ANADOLU EFES: Multinational Experience
Europe’s
6th, World’s 12th largest brewer
5th largest Coca-Cola bottler in the Cola system
Serves over
670 million people globally
Enjoys synergies with SABMiller and The Coca-Cola Company
Operating in markets with growth potential indicated by low per capita consumption levels
Total sales volume in 2015 was
Generated over $
8.9 billion liters of beer and soft drinks
3.5 billion net sales revenue and over $ 600 million consolidated EBITDA
23
EFES Brand : Flagship of Anadolu Efes
EFES BRAND FACTS
#1 Mediterranean Beer Brand
#1 Turkish Beer Brand
#4 European Beer Brand
Quality and taste rewards from Monde Selection & iTQi;
23 Gold,
28 Silver, 4 Bronze medal from 1969 to 2016
24
EFES Global
INTERNATIONALLY PRESENT BEER BRAND
66 COUNTRIES
25
US: BALTIKA Sales, Distribution and Marketing Acitivities
RTM - *THE THREE TIER DISTRIBUTION SYSTEM
Importer
•
2 Importers
serviced in
38 states
-Donya
Company
East Coast states
Wholesaler
•
Wholesaler
~28 main
wholesalers
covering Baltika
states
-Apollo
Company
West Coast
states
Execution
Retailer
•
Retailer
~5.066 outlets
in 38 states
60% of Baltika
selling stores
located in WA,
AK, PA, NY, KY,
CA, NJ
Baltika estimated sales in 2015 is ~2 m LT with 81 containers
exported to USA
*The importer can sell their products only to wholesale distributors who then sell to retailers,
and only retailers may sell to consumers.
Baltika is investing the brand by air on Russian TV and radio
channels, newspaper & billboards adv., car wrapping and pushing
the sales with POSM, consumer & trade promotions
26
Where to play: East & West coast
Regions with segnificant population
high density
medium
EFES Sales & Distribution Targets
WA 19%, AK 11%, PA 10%,
NY 6%, KY 6% , CA 5%, NJ 5%
•
CO, AZ, TN, WI, MN, MO, MD, VA, CT, NC, GA
FL, TX, MD, OR, OH, MA, IL, ND, SD, RI, SC
low
Wholesalers
Today
2 importers
Aiko Company
East Coast states
Apollo Company
West Coast states
Alaska
Alaska
•
Wholesalers
~6 wholesalers in 2
states
•
Retailers
~100 outlets in 2
states
2016 Target
•
Washington
Aiko Company
East Coast states
North Dakota Minnesota
Oregon
South Dakota
Importer 2
Apollo
Company
2 importers
Wisconsin
New York
Apollo Company
West Coast states
~20 main
wholesalers in 7
states to reach
former Soviet
Union ethnic
channels
~1.000 outlets in
selected states
Pennsylvania
Ohio
Illinois Indiana
Colorado
California
Missouri
Kentucky
Virginia
NC
Tennessee
Arizona
SC
Georgia Importer 1
Texas
EFES focus areas
Aiko
Company
Florida
Overlap of states with high and medium density
Russian community & Baltika focus areas
(Contacted Baltica Importer&Wholesalers and agreed 2 of them)
3,1 m.people Russian– 1% of US population
27
EFES, how to play: RTM set up critical; brands, price, support enabling superior offer
4P Analysis
Product
Baltika
Focus: Baltika 7
Tactical: Baltika 4-9
VFM: Zhigulevskoe
EFES
 Strong Russian brands portfolio:
• Stary Melnik
• Zolotaya Bochka
• Zhigulevskoe
• Empower with CRAFT: 387 (unique Ru proposition)

•
•
•
Match support (provisioned 10% of NS):
Incentives to trade partners
Trade: posm, promos, multipacks, activations -> trial
ATL (well timed): targeted ethnic channels: TV, radio,
print -> awareness
Promo
Baltika the only available Russian brand for years.
Built with sustained brand support targeting Ru
population, both ATL & BTL.
Place
TT, On and MT; primarily focused on ethnic outlets,
serviced through effective RTM.
• Increase to 30% NS of Baltika outlets in 2016;
target 90% of in 2020;
• Targeted listings in Ethnic chains & Modern Trade
channels
Price
High price point 1,9$ per 50cl bottle;
• Baltika 4-7-9, 100% PI
 Better offer
Price competitive 90% index to Baltika
RTM
Well established RTM reaching 5,000 outlets in over
30 states. Time proven and optimized.
RTM set up is critical enabler of unlocking potential;
enhancing network and footprint are priorities.
28
Tap Baltika RTM by making superior Rus offer
× The current prices are
not giving superior offer.
Repositioning 90% price
index versus Baltika 7
BOT 50 cl
Price
PI %
Bel y Medved Krepkoe
2.29
121
Bel y Medved Svetloe
2.29
121
Ba l tika 9 Strong
2.19
116
Zhi gul evs koye Mos pi v
2.19
116
Zhi gul evs koye Efes
2.19
116
Zobo Cl a s s i c
2.19
116
Stary Mel ni k IB
2.19
116
Gol d Mi ne
2.19
116
Ba l tika 6 Porter
1.95
103
Ba l tika 8 Whea t Beer
1.95
103
Ba l tika 4 Ori gi na l
1.89
100
Ba l tika 7 Export
1.89
100
Ba l tika Ra zl i vnoe
1.89
100
Zhi gul evs koye Premi um 1.75
93
Zhi gul evs koye Ba l tika
0.99
52
Current Price Index
Scenerio 2
Repositioning -21%
Ba l tika 9 Strong
Zhi gul evs koye Mos pi v
Ba l tika 6 Porter
Ba l tika 8 Whea t Beer
Ba l tika 4 Ori gi na l
Ba l tika 7 Export
Ba l tika Ra zl i vnoe
Bel y Medved Krepkoe
Bel y Medved Svetloe
Zhi gul evs koye Efes
Zobo Cl a s s i c
Stary Mel ni k IB
Gol d Mi ne
Zhi gul evs koye Premi um
Zhi gul evs koye Ba l tika
BOT 50 cl
Price
PI %
2.19
116
2.19
116
1.95
103
1.95
103
1.89
100
1.89
100
1.89
100
1.81
96
1.75
93
1.75
93
1.75
93
1.75
93
1.75
93
1.75
93
0.99
52
29
Rus Brands in US vision: ‘5 in 5’
Target 2016 -2020
Execution
3 m LT
2019
1 m LT
2017
5 m LT
2020
2 m LT
2018
0,5 m LT
2016
Key enablers to reach ‘5m in 5y’
More Available - continuously improve our network with trade
partners and contact with new outlets. TOP PRIORITY!
1% → 20%  80%
More Affordable. Aggressive pricing in early stage, to be
reviewed for revenue generation in later years
PI %121 → 90%
Availability(#outlet)
2016
2017
2018
2019
2020
1.000
2.000
4.000
5.000
6.000
More Support
10% of NS for promotional support
Win - Win longterm trade partners
30
Opportunity
Background & Tactical questions;
1) Baltika RTM
- List of importers and wholesalers with addresses’
- List of retailers & On trade and Off trade
- Shelf prices
2) Value chain: Trade structure of Baltika, the margins of importers/ wholesalers / retailers
3) Sales volumes Baltika exported in 2010-15, SKU split sales by channel (multiple sources, TTB import
data + others)
4) Marketing activities of Baltica and budget spent last three years
5) Russian population: information, the locations, beer consumer habits.
6) Russian ethnic outlets: chain or independent (most relevant) – key targets
7) RU media channels: TV, radio, print, digital is specific
31
Russian brands in US: early stage of unlocking potential, focus is RTM set up
• Baltika free ride with established RTM and sustained brand support
– RTM: 3 tier model; 2 importers -> 28 wholesale -> 5k outlets
– High est. yearly volume sold,
• Where to Play is at overlap of high density Ru areas and Balika strongholds
– Core target initial phase: West states (WA, AK, CA) + East (NY, PA)
– Status: 2 importers, 6 wholesales, 200 outlets. 2016 targets: 2, 20, 1000 (ethnic); vol. 500k Lt.
• How to Play: tap Baltika RTM, make superior Rus offer
–
–
–
–
Strong brands: SM, ZoBo, Zhig, 387
Price competitive: 90% vs Baltika 7
Match brand support: 10% of net sales
RTM set up is critical, continuous focus to enhance network, create strong footprint on ground
 Task force: “Innovation Olympics” teams
• Vision: “5m in 5y”
32
Innovation Intent & Challenge Statement
I. Where to Play?
• Geographical targets, cities to wins
• Russian communities
II. How to Play?
• Route-to-Market set up acceleration
– Trade partners network built up
– Channels
• Portfolio: brands, skus
• Support
• Price
 Volume
– As real as it gets: commission based on incremental business
33
Agenda
Agenda
• Introduction
• Q&A
v1.0
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34
Agenda
Agenda
• Introduction
• Q&A
v1.0
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35
Thank You
Arnaldo Arnal
Mentor, IXL Innovation Olympics
[email protected]
(617) 982-48-22
36

IXL Innovation Olympics 2016

Transcription

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