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Sales Institute of Ireland Mobile Technology Event. Ger Corkery 7th Nov 2012. Who are Molson Coors. Leading global brewer with 19,500 employees*, 39 breweries*, and operations in more than 40 countries Diverse portfolio of more than 95 strategic and partner brands
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Sales Institute of IrelandMobile Technology Event Ger Corkery 7th Nov 2012
Who are Molson Coors. • Leading global brewer with 19,500 employees*, 39 breweries*, and operations in more than 40 countries • Diverse portfolio of more than 95 strategic and partner brands • Leading brands and strong presence in three of the world’s largest markets • Second largest brewer in the U.S. Through MillerCoors (JV with SABMiller) • A leading brewer in Canada via Molson Coors canada • Top tier brewer in U.k. & Ireland through Molson Coors UK • Leading brewer in Central Europe through Molson Coors Central Europe operating in 9 countries • Focus on global growth, leveraging Molson Coors International as entrepreneurial global business unit * Includes employees at all partially and wholly owned subsidiaries
What Sets Molson Coors Apart • Brewing Heritage: 350 years of pioneering spirit & family brewing heritage with Molson and Coors families retaining significant ownership in the business • Extraordinary Brands: A long standing commitment to building strong brands that excite and inspire beer drinkers • Leading Innovations: A passion for delivering value-enhancing innovation for drinkers worldwide • Global Partnerships: A successful track record of former brewer partnerships that generate value for both parties • Culture of Responsibility: A strong sense of doing business the right way and playing our part in the communities where we operate • Drive: Molson Coors is focused on becoming a top global brewer in profit
Molson Coors in Ireland • A New Business: Molson Coors Ireland established operations in Jan 2010 • Driving Employment: We have recruited nearly 50 people in the last 3 years with 15+ additional jobs planned for 2013. We also support a number of indirect jobs through our distribution model & Technical support for our Draught Estate. • Includes a motivated & capable Sales Team who visit every stocking outlet on a regular schedule • Growing in a difficult Economy: Molson Coors has grown by 30% in 2011 and is up 70% YTD in 2012. Our brands now represent over 11% of Lager sales on the Island • (*source Nielsen/RetailworxSept 2012) • Engaged with the Industry to “Champion the Pub” • Investing in Ireland: From 2010 to 2012 we have invested over €21m in the Irish Business • Planning for Growth: • In the next 5 years we plan to accelerate our growth to double our business in Ireland…..
So in Summary…… Molson Coors is a Global Brewer with “Big” ambitions & the Ireland Business Unit is set up to realise same….. So how does mobile Technology help? In summary, it improves the “Efficiencies & Effectiveness” of our people & how we do business. I’m going focus on mobile technology from a field sales perspective for the balance of my presentation
Let’s remind ourselves of where we have come from…. Not very effective or efficient…..
Where are we at now? Integrated Systems & technology solutions that are “fit for purpose”
Molson Coors Field Sales Team Technology • Smart-phones • They naturally make phone calls, text, MMS etc • However also have email & calendar capabilities • “Apps” like margin calculators, memo’s etc add further value • Laptops • Still best for “building” presentations, commercials reports. • Access to shared drives, internal systems eg SAP • Tablets • Extremely mobile & ideal for viewing & presenting • Field Data capture • Mobile email access • Box • Cloud Storage / back up of work files • Collaboration & file sharing
Molson Coors Field Sales System Overview IntelliBrand from Wasptech Ltd. Customer Info & Journey Planning Field Data Capture Digital Sales Folder & Customer Presentation Tool Business / Personal Objective Sharing & Reporting Notes / Tasks Capture & Reminders Samsung Galaxy Tablet Email & Communication
What get’s measured, get’s done… Driving Behaviours Head Office / Management agree Objectives Performance Reports are generated Rep completes Structured Sales Call Reports Identify Opportunities FSS Questions / ProcessesDrive Behaviour in Outlet Rep capturesData on Tablet / FSS
Sales levers What we measure Permanent Temporary
Mobile Technology aids Management • We already established “What gets measured gets done” • Now imagine putting a value on each of these interventions….. • You can pretty quickly put a value on what the team & individuals are delivering….. • This helps the Field Sales Manager to; • Pay for performance – Reward & Recognition • Prioritise the higher value interventions • Justify the value of the team & build arguments to increase the team • Understand what team members need more support / development • Across the other business functions, this detail aids; • Shaping future strategies & Account Plans • Head Office negotiations / agreements with Key Customers • Development of Brand Activity, POS Solutions etc • Accuracy of forecasting Ultimately “Brilliant Execution” of high value interventions is the spearhead of our Business
Cost vs Benefits of mobile Technology Mobile Technology sounds expensive, but is it really? • A quality tablet computer costs about € 400…. • Use it as a Digital Sales Presenter & remove the cost of printing Brand Pages, Visual Selling Aids etc • We found printing & postal savings per user to be over € 500 per year. (net saving of € 100 in Year 1 & more in Year 2) • We also found that the digital presenter worked better • Customers wanted to see more content • Sales people maintained a more up to date suite of selling tools • Sales Tools are more comprehensive & easier to access. • Thereby enabling more sales opportunities to be realised
Some Learning’s • On Technology in general. • Hardware is only an enabler • Its how you use the Hardware / software that delivers the value… • Provide on-going training to all stakeholders for the technology that they have to aid their roles. • Especially focus on Software & Programs. • Appoint & Develop Super-Users across your Organisation. • Minimise the use of alternatives or “the old system” • On Field Data Capture • Less in More. • Data Capture is not Selling. • Measure only what matters & only if you can influence it. • Be consistent with your measures – “Trend is my friend” • Create simple reports that are easily interpreted & relevant to their audience.