windfall presentation aug 2015 nk
TRANSCRIPT
An Introduction to Windfall• Established in 1996, the Windfall Brands team has real world experience working in partnership
with new, emerging and established brands across the UK On, Off Trade, Foodservice and Cash and Carry.
• We pride ourselves on having a collaborative approach towards building and developing commercial, trade and marketing strategies with our brand-owning clients
• Windfall has a team of industry sales and trade-marketing experts with broad based experience drawn from SME to Blue Chip multi-nationals with one common trait: the ability to deliver
• Windfall’s commercial team have long standing, established relationships across all of the UK channels and customers. We are recognised for our energy, enthusiasm and creativity by the UK retail trade, and for delivering branded solutions which work for both brand owner and customer
Our Pledge
To provide an efficient and effective commercial and marketing management service for new, emerging and existing brands across the UK through the creation of trading partnerships that
deliver against all critical business indicators
What we continue to do…
Business planning
Customer Management
Operational Support
• Customer and channel business planning services to create stretching but realistic targets• Bottom up target creation based on distribution, ROS, promotional frequency and channel strategies• Financial planning and budgeting to deliver customer focused results and market share
• Management of all trade relationships presenting commercial strategies, managing negotiations and ongoing trade relationships
• Category based presentation of Marketing and NPD concepts focusing using gap analysis, independent and informal research and insight
• Forecasting, sales evaluations, identifying trends and monitoring competitor behaviour
• Trade and brand marketing services aligning commercial and marketing plans to ensure ROS and brand penetration growth is realised (promotions, sampling, vouchering etc)
• PR and promotional ideas and input, management support of trade marketing function• NPD and range development input and ideas to maximise brand and business potential• Sales management of auxiliary and dedicated sales teams
• Management of sales forecasting, stock inventory and retailer ordering• Financial support – credit and debt management and invoice collection through
Windfall Logistics Ltd• Logistics service through Windfall Logistics
First class planning, executing and delivering results based commercial, marketing and operational solutions across the FMCG industry
Sales & Marketing Services
Sales Director & Alcohol MultsTom Sears
London Key Account
ManagerKeith Bone
BDEPhil
McCullough
London & SE BDM
Simon Tripp
Business Development
ManagerSpecialist Wholesale
and Retail ProjectsJonnie May
Windfall trade strategy, customers and brands• Through our diverse experience Windfall has established credible relationships across all trade
channels and customers
• Windfall Brands has a category based selling model, understanding customer and consumer needs and with our clients developing pack, price and promotional strategies which ensure brand growth through distribution, ROS and consumer penetration
• Windfall Brands works in partnership with brands; we work with our customers to help build marketing and trade platforms that are translated into strong customer led business plans
We are proud of every client we work with, so please click below to visit their individual websites
Windfall , initiating joint plans for success• Windfall has expertise across a wide range of categories• We have a focused, consultative approach with our customers. We challenge and
expect to be challenged to ensure we obtain first class results• Windfall work with a limited number of clients - we don’t dilute our resources• Windfall Brands has a 3 stage gate process to agreeing a partnership with a brand. We
believe there has to be a shared vision and passion to achieve joint goals Windfall and our clients are aligned towards
Gate 1
• Brand introduction
• Consumer and marketing strategy
• Channel strategy• Pricing and
competitive set
• Business plan• Distribution, ROS,
promotional strategy
• Volume and value 3 year plan
• Investment plan• NPD proposal
• Value chain sign off
• 3 Year plan sign off
• Marketing confirmation
• Launch into UK trade channels
Gate 2 Gate 3
GO
• At Windfall we believe planning and strategy are key ingredients for success• We have created a detailed planning process that will deliver the best results for
the brands we work with
Market Review 3 Year Plan Marketing Plan
• Distribution opportunity• Channel & Category
growth• Key players• Positioning opportunities• Competitor analysis• Pricing strategies• Distributor overview –
key players strength and weaknesses
• Gap analysis and NPD
• Channel strategy overview – Grocery – Wholesale RTM – Independent – Symbols – Fuel – OOH
• Pack/Price• Numeric distribution
plans• SKU distribution plans• ROS assumptions by
channel/key customer• Promotional
frequency/depth/channel strategy
• Field sales strategy• Category growth
projections
• Target consumer and demographic
• Key opportunities and scenes to activate aligned with global positioning
• Blend ATL – TTL – BTL • Marketing strategy –
Sampling – Athletes/Ambassadors – Media – Events – Partnerships
• Develop 360 degree marketing and activation programs
• Trade marketing plan – Grocery – Wholesale – Forecourt
Why Windfall:• Ready made sales resource• Industry professionals with live contacts & current business in
all trade channels.• Accessible personnel, who excel working in a virtual company
structure• More reasons to be in front of the people that count• Proven success…just look at the shelves in your local• Premium brand portfolio delivers access to all growth markets• Realistic time lines for success• Cost effective• Zero down time and ready to go from day one
Niki Keeley07880030820
Badgemore House, Badgemore,
Henley-On-Thames, RG9 4NR
01491 845 930