Washaway Clean Debrief

• This case is an opportunity to practice your critical thinking skills by gathering information from a variety of sources, synthesizing all the data, and creating a solution.

• Category Management (definition)• A note about advertising and its impact on sales… just to clarify.• The case also encourages you to apply concepts from EVERY chapter in your Grewal

textbook:

Washaway Clean – Applying every chapter to a “real-world” scenario!!

• How you structured your solutions and your presentation for Trojan Grocer.

•Operational excellence = full-truck discounts; locational excellence = availability of top selling products in all stores to prevent OOS.

•Demographic Data: who shops your category??

•Consumer’s primary & secondary needs in this category; how consumers decide!! (Evaluation of alternatives; onpack sampling)

•Access to competitors’ data in Category Management… how to handle it ethically

•You were BDM’s yourselves, managing the B2B relationship between TG and WAC

Washaway Clean – Applying every chapter to a “real-world” scenario!!

• Relationship between uncertainty avoidance and willingness to try “pods”

•Segmentation-related data, who is your consumer (target), positioning strategies

•Some suggested packaging changes to better serve consumers; Pod onpacks

•Some teams made reference to this theory when discussing the shift to more profitable pods.

•Data mining = internal sales trends during ad weeks vs. non-ad weeks; POG’s; focus groups* (primary)

•Some teams mentioned apps as part of their promotional plans (recall Clorox app)

Continued…

General Case Competition

Washaway Clean – Applying every chapter to a “real-world” scenario!!

• Many teams included pricing changes as part of their recommendations; well supported by data; capturing value

•Full-truck purchases, matching ad cycles to inventory, and stocking the right items to reduce OOS by updating planograms. Cross-docking.

•All teams made recommendations regarding advertising and sales promotions

•See above!!

•In-depth look at traditional Food Retailer; certain categories are “staples” (traffic)

•Your roles were BDM roles; recall our speaker from Mondelez

Continued…

General Case Competition

• Category Management, Brand Management, BDM work (overlap in this case)

• You may not pursue a career in this industry, but the skills you practiced are transferrable:– Complex data analysis and synthesis– Decision-making– Critical Thinking– Teamwork

• Case interviews – great practice!• Great job by all teams!!• Your thoughts – comfortable or uncomfortable?

Was every piece of data relevant? Mimics real-world assignments!

General Points

• Logistics details & sales data from data warehouse– Combine ad-week sales data with logistics details, and you can see where

you can generate savings and thus improve profitability, increase gross margins.

• Focus group data & Pater Lane’s interview– Realize that attaching pod samples or modifying packaging to encourage

trial of pods is within your budget, and may be critical given the focus group comments.

• Combine sales data & Planogram data– Realize that top-selling items are not in enough stores; improve

placement!!

• Demographic data– Helped you identify who your top shoppers are by demographic

characteristics; helped teams craft effective plans to reach each segment.

• Danny Ortega interview– You cannot expect to compete on the basis of asking your distributors to

discontinue your competitors’ brands. Recall how angry Danny got!!

Examples of great conclusions drawn from the data…