Global Category Specialist, Menen, lifts the lid on what her role in Procurement really involves.
From the production of labels and glass, to innovating new packaging for our liquids - Diageo's Supply Chain teams pioneer brilliant solutions. Driving the sustainable success of our brands, now and in the future.
Build the future with us - Diageo.com/careers#LifeAtDiageo#supply#DiageoCareers#sustainability
𝙄 𝙗𝙪𝙞𝙡𝙙 𝙗𝙧𝙞𝙙𝙜𝙚𝙨 𝙗𝙚𝙩𝙬𝙚𝙚𝙣 𝙋𝙧𝙤𝙘𝙪𝙧𝙚𝙢𝙚𝙣𝙩 𝙖𝙣𝙙 𝙎𝙖𝙡𝙚𝙨 | Customer-centricity is my passion | I train Sales and Procurement teams to build winning B2B relationships.
Nestle provides us here with a fascinating customer-centricity case study on so many levels:
✅an FMCG company that becomes a packaging expert (see the full video in the comment section below).
✅deep supplier and stakeholder collaboration that enables Nestle to cater to changing end-consumer needs
✅ a Nestle procurement function that brings in external supplier capabilities to cater to customer demands
This can only be achieved with supply chain participants, internal and external stakeholders that think and act in a customer-centric way.
-------------------------------------
Let's build bridges between #procurement and #sales through the power of #customercentricity
Carlsberg Group reported forecast-beating full-year revenues and announced to spend more on marketing and its expansion in Asia.
The world's third-largest brewer reported a 4.7% rise in 2023 revenue to 73.59 billion Danish crowns
new CEO Jacob Aarup-Andersen also announced more spending on #marketing for its portfolio of more expensive beers, pushing further into other categories like ciders and seltzers and doubling down on its expansion in Asia.
"We see clear opportunities to inject investments and accelerate our long-term growth," he said.
In 2024 alone, Carlsberg expects to increase sales and marketing investments by over 10%, with most of that spending dedicated to China and Vietnam, premium brands and #digital projects.
#fmcg#beverage#retail
Transforming supply chains with essential market intelligence for business leaders. Expertise in raw materials, manufacturing, and consumer goods. Passionate about digital transformation. 💼💰 #MarketIntelligence
Driving Excellence in Marketing & Management | Research Insights | Speaker's Impact | Leading the Marketing Institute | Assoc. Professor | Board Member
The lesson from the Mondelez case: pricing is a sharp instrument that needs to be used professionally
Pricing is (unfortunately) the unloved stepchild among the marketing instruments. It is the only instrument that has an immediate effect and an enormous leverage factor on company profits.
Price differentiation is the high school of pricing - consumers must not get the feeling that they are being ripped off. And companies must abide by the law. Without functioning competition, there would be no need for marketing - so competition should not be prevented.
The high fine imposed by the EU on Mondelez is therefore justified. It is good that Mondelēz International accepted this in the proceedings and was cooperative.
Further information on price management:
https://lnkd.in/ecPBNwQz
Background information: https://lnkd.in/exSUwppmTorsten TomczakMarcus SchögelAndreas HerrmannHermann SimonStefan MichelSteffen Mueller#pricing#markenführung
Picture: NZZ
#Pricing#InternationalTrade#4P#value
When I start the lecture about "pricing" during my marketing courses, the absolute majority of students get immediately bored. As mentioned in the post below, the only marketing instrument (out of classic 4P) that brings value back to the company!!!!, is "an unloved child". This topic is a minefield... Who wants to hear about margins, VAT, and price positioning?
And many marketing managers and tops continue to ignore it. I am sorry for saying it out loud.
If you think that (even) corporations don't "Pay the price" for this, please check the background article about the recent Mondelez issue in the EU, they were fined 337,5 mln euros (for creating "artificial trade barrier" in the EU)
Last year Kathryn Read and I organized a webinar about export pricing issues, it was actively discussed but eventually, only a few people joined to listen to it.
Here is the link:
https://lnkd.in/e8U4ckn2
I haven't read the book of Professor Reinecke yet, but I am absolutely sure, this one is great (I read other books he wrote and studied from him back in time).
Driving Excellence in Marketing & Management | Research Insights | Speaker's Impact | Leading the Marketing Institute | Assoc. Professor | Board Member
The lesson from the Mondelez case: pricing is a sharp instrument that needs to be used professionally
Pricing is (unfortunately) the unloved stepchild among the marketing instruments. It is the only instrument that has an immediate effect and an enormous leverage factor on company profits.
Price differentiation is the high school of pricing - consumers must not get the feeling that they are being ripped off. And companies must abide by the law. Without functioning competition, there would be no need for marketing - so competition should not be prevented.
The high fine imposed by the EU on Mondelez is therefore justified. It is good that Mondelēz International accepted this in the proceedings and was cooperative.
Further information on price management:
https://lnkd.in/ecPBNwQz
Background information: https://lnkd.in/exSUwppmTorsten TomczakMarcus SchögelAndreas HerrmannHermann SimonStefan MichelSteffen Mueller#pricing#markenführung
Picture: NZZ
Did FMCG manufacturers increase prices too much ?
Where does the limit of price elasticity lie? What now?
Many (all?) FMCG brands have increased prices.
Result: higher turnover & margins but lower volumes.
A success story ???
Heineken example:
Turnover +5%
< > volume sales -5%
< > operating profit -9%
Did Heineken increase prices too much?
Did they reach the limit of price elasticity?
So what's next ?
Will volumes & profit start to increase again?
Or will brands get caught in a downwards spiral?
Lower profit >> less marketing budget >> less support in media & promo >> lower sales volumes >> lower profit >> ... ??
What's the impact on marketing & sales investments in both scenarios?
1 thing is certain:
brands will need to increase the effectivity and efficiency (ROI)
of all marketing and sales investments
https://lnkd.in/eTQgHnue
Pricing is a hot topic right now - but not like this. No good for our industry.
Citation from the article below:
“His advice is clear and important when it comes to the issue of inflation and pricing. Don’t hide your price increase in SKU size reductions or obfuscating alterations to blue-sheet price lists. Instead, be open and explicit about the move. Explain clearly when, well ahead of time, the increase will occur.”
https://lnkd.in/eiwNaEkG
Driving Excellence in Marketing & Management | Research Insights | Speaker's Impact | Leading the Marketing Institute | Assoc. Professor | Board Member
The lesson from the Mondelez case: pricing is a sharp instrument that needs to be used professionally
Pricing is (unfortunately) the unloved stepchild among the marketing instruments. It is the only instrument that has an immediate effect and an enormous leverage factor on company profits.
Price differentiation is the high school of pricing - consumers must not get the feeling that they are being ripped off. And companies must abide by the law. Without functioning competition, there would be no need for marketing - so competition should not be prevented.
The high fine imposed by the EU on Mondelez is therefore justified. It is good that Mondelēz International accepted this in the proceedings and was cooperative.
Further information on price management:
https://lnkd.in/ecPBNwQz
Background information: https://lnkd.in/exSUwppmTorsten TomczakMarcus SchögelAndreas HerrmannHermann SimonStefan MichelSteffen Mueller#pricing#markenführung
Picture: NZZ
Exploring the Genius of Coca-Cola's Supply Chain #SupplyChain#CocaCola#BeverageIndustry
The Coca-Cola Company is the world's largest beverage firm with 48% market share globally. Its supply chain is a marvel of innovation and efficiency.
Notable features include:
DOIP model for demand forecasting and inventory optimization
Rigorous supplier selection and cost control
Stringent quality monitoring across bottlers, distributors and retailers
Streamlined logistics for warehousing, shipping and after-sales
ABC analysis driving inventory and production planning
Customized loading solutions meeting storage and transport needs
Strategic bottling partnerships across 33 plants in China
User-centric design aligning systems to customer needs
Performance management framework focused on quality and costs
The secret to Coca-Cola's success? Blending global scale, strategic partnerships and meticulous execution powered by consumer-centric thinking.
https://lnkd.in/g8wUPNV
Our recent industrial visit to the Coca Cola Happiness Factory at Moon Beverages was an enlightening experience that provided us with invaluable insights into the world of beverage manufacturing and corporate operations. 🌟 The visit began with a comprehensive tour of the production facility, where we observed the sophisticated processes involved in bottling and packaging Coca Cola products. From state-of-the-art machinery to stringent quality control measures, every aspect of the production line showcased the company’s commitment to excellence and efficiency. 🚀
One of the key learning outcomes was understanding the intricate supply chain management that ensures the timely delivery of products worldwide. Additionally, we gained knowledge about the company's sustainable practices, such as water conservation and recycling initiatives, highlighting Coca Cola's dedication to environmental responsibility. 🌍♻️
The visit also included an interactive session with the management team, who shared valuable insights into the company's marketing strategies and brand management. This session underscored the importance of innovation and customer engagement in maintaining brand loyalty. 💡
Overall, the visit was a fantastic opportunity to bridge theoretical knowledge with real-world practices, leaving us inspired and informed about the dynamic beverage industry. 🍹 #CocaColaHappinessFactory#IndustrialVisit#LearningExperience#Sustainability#Innovation#BrandManagement#BeverageIndustry#MoonBeverages 🌟
Did FMCG manufacturers increase prices too much ?
Where does the limit of price elasticity lie? What now?
Many (all?) FMCG brands have increased prices.
Result: higher turnover & margins but lower volumes.
A success story ???
Heineken example:
Turnover +5%
< > volume sales -5%
< > operating profit -9%
Did Heineken increase prices too much?
Did they reach the limit of price elasticity?
So what's next ?
Will volumes & profit start to increase again?
Or will brands get caught in a downwards spiral?
Lower profit >> less marketing budget >> less support in media & promo >> lower sales volumes >> lower profit >> ... ??
What's the impact on marketing & sales investments in both scenarios?
1 thing is certain:
brands will need to increase the effectivity and efficiency (ROI)
of all marketing and sales investments
https://lnkd.in/eTQgHnue
VP @ Lone Star Labels & Packaging | Pressure Sensitive Labels | Shrink Sleeves | Stick Packs | Flexible Packaging expert. GMI + UL Certified
4dLabels and Sustainability - Partnership, she is speaking my love language