Washaway Clean Debrief

1. Washaway Clean Debrief

2. 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. • 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: • Access to competitors’ data in Category Management… how to handle it ethically • Demographic Data: who shops your category?? • Consumer’s primary & secondary needs in this category; how consumers decide!! (Evaluation of alternatives; onpack sampling) • You were BDM’s yourselves, managing the B2B relationship between TG and WAC

3. 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 Continued… General Case Competition • Data mining = internal sales trends during ad weeks vs. non-ad weeks; POG’s; focus groups* (primary) • 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. • Some teams mentioned apps as part of their promotional plans (recall Clorox app)

4. 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. Continued… General Case Competition • In-depth look at traditional Food Retailer; certain categories are “staples” (traffic) • All teams made recommendations regarding advertising and sales promotions • See above!! • Your roles were BDM roles; recall our speaker from Mondelez

5. General Points • 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!

6. Examples of great conclusions drawn from the data… • 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!!