1. GROWTH'ENABLERS'
How'CEO’s'should'look'at'growth'drivers'

2. '
CONTENTS'
'
'
1. Industry'landscape'and'
challenges'in'managing'
performance'
2. An'effecJve'way'through'a'
challenging'landscape'
3. The'winning'proposiJon'
4. How'to'find'out'more'

3. '
CONTENTS'
'
'
1. Industry'landscape'and'
challenges'in'managing'
performance'
2. An'effecJve'way'through'a'
challenging'landscape'
3. The'winning'proposiJon'
4. How'to'find'out'more'

4. A"combina*on"of"industry2wide"issues"and"internal"
factors"are"impac*ng"businesses’"performance…
A challenging industry landscape Some of the most pressing issues in CEOs’ mind
! Long-term market price deflation
increases P&L volatility and
erodes profit margins
! Highly promoted market with
increased shopper promiscuity
and intensified retail price war
! High proliferation of brands and
commoditisation of the lager
category is eroding brand equity
! Changing consumer taste and a
growing shopper attitude
towards experimentation among
younger drinkers further diminish
loyalty to traditional lager brands
! Difficulty in objectively assessing the
impact of internal forces and team
dynamics on performance
! Challenge in connecting detailed
performance metrics with the full P&L
! Focus on creating strong innovation
pipelines and brand building activities
that keep the business from getting
into trading wars that further deflates
the market
! How to inject brand value back into the
portfolio through effective new
launches and an holistic brand portfolio
strategy
! Need to rebalance trade and above the
line investment to focus on base sales
growth through the role of the shopper
and consumer

5. …with"companies"facing"some"long2las*ng"roadblocks"in"
their"quest"for"growth…
DIFFICULTY"IN"CONTROLLING"TRADE"SPEND"
VOLATILITY"AND"LIMITING"ITS"IMPACT"ON"
MARGIN"EROSION
1Example' 2Example'
INTANGIBLE"INEFFICIENCIES"CAUSED"BY"
INHERENT"FLAWS"IN"BUSINESS"FOUNDATIONS
! How"do"you"measure"the"impact"of"
collabora*on"and"cross2func*onal"
interac*on"on"your"ability"to"perform"in"
the"market?
! How"do"you"evaluate"how"fit"for"
purpose"your"organisa*onal"structure,"
processes"and"tools"are"in"enabling"
growth?
! How"do"you"measure"and"create"
linkages"between"certain"culture"
enablers"and"actual"ac*vi*es"in"the"
growth"agenda?
! Lack"of"visibility"of"true"impact"of"price"
increases"on"long2term"cost"of"trade
! Inability"to"clearly"ascertain"which"ac*vi*es"
are"growth"enablers"and"which"are"growth"
detractors
0.0%'
5.0%'
10.0%'
15.0%'
20.0%'
25.0%'
30.0%'
35.0%'
2005' 2006' 2007' 2008' 2009' 2010' 2011' 2012'
An#example#of#beverage#company#
Trade'Top'4' Trade'Exc'Margin'Give'
Top'4'Margin'%'''Top'4'Trade'%'of'GSV'

6. '
CONTENTS'
'
'
1. Industry'landscape'and'
challenges'in'managing'
performance'
2. An'effecJve'way'through'a'
challenging'landscape'
3. The'winning'proposiJon'
4. How'to'find'out'more'

7. CEO’s"can"cut"through"the"complexity"and"implement"a"
new"approach"to"bring"clarity"on"growth"enablers'
Have"a"repeatable"process"to"evaluate"the"founda*ons’"impact"
on"driving"growth"for"the"business"
Develop"a"simple"and"ac*onable"priority"list"of"the"most"
impacWul"enablers"of"growth"to"drive"change"and"reduce"
inefficiencies"
Achieve"high"level"of"clarity"as"to"what"drives"growth"and"what"
detracts"from"it"amongst"the"current"ac*vi*es"of"the"business
1'
2'
3'

8. Achieve"high"level"of"clarity"as"to"what"drives"growth"and"what"
detracts"from"it"amongst"the"current"ac*vi*es"of"the"business
1'
! A"clear"process"to"decompose"the"structure"of"the"
P&L"and"the"sources"of"growth
! Evalua*on"of"each"of"the"current"ac*vi*es"toward"
company"performance
! Assessment"of"external"vs"internal"causes"and"
linkages"to"founda*ons
+"2%
2"5%
2"2%
2"2%
+"10%
NPDs
Loss"in"
Distribu*on
Loss"of"
Lis*ng
Structural"Increase"
in"Cost"of"Trading
Net"Price"
Realisa*on
WHAT'MAKES'OR'BREAKS'GROWTH?'
2"3%
Brand"
Loyalty

9. 2'
GROWTH
ENABLERS AND
BLOCKAGES!
Alignment"of"
PEOPLE’s"skills"
with"business"
requirements
Ability"to"
constantly"
monitor"the"
COMMERCIAL"
ENVIRONMENT
Best"
ORGANISATIONAL"
STRUCTURE"for"
cross2func*onal"
collabora*on
Cohesive"
CULTURE"and"
WAYS"OF"
WORKING"to"
retain"talent
Fit"for"Purpose"
ASSETS"&"
CAPABILITIES"to"
support"growth"
agenda
Perceived"
strength"of"
VALUE"
PROPOSITION"in"
the"market
A"combina*on"of"impar*al"
assessment"of"capabili*es"
coupled"with"qualita*ve"
statements"extrac*on"from"
within"the"teams"(via"interviews"
and"targeted"workshops)"to"
arrive"at"a"fair"and"holis*c"
overview"of"the"impact"of"each"
of"these"pillars"on"growth,"
benchmarked"against"industry"
peer"group"and"best2in2class"
EXAMPLE'OF'KEY'ORGANISATION’S'PILLARS'AFFECTING'GROWTH'
Have"a"repeatable"process"to"evaluate"the"founda*ons’"impact"on"
driving"growth"for"the"business"

10. 3'
Develop"a"simple"and"ac*onable"priority"list"of"the"most"impacWul"
enablers"of"growth"to"drive"change"and"reduce"inefficiencies
A"clear"overview"of"the"most"
cri*cal"external"and"internal"
material"issues"based"on"their"
impact"on"financial"
performance"that"provides"the"
ability"to"effec*vely"priori*se"
future"ac*ons"and"subsequent"
improvement"programmes
Red:"
Severe"Problems"
exist"or"future"
problems"may"arise
Yellow:"
Business"founda*ons""
can"be"improved"to"a"
healthier"level"to"
contribute"towards"
achieving"growth
Green":"
‘healthy’"components"for"
the"*me"being
CULTURE"&
WAYS"OF"
WORKING
EXAMPLE'OF'SCORECARD'TO'IMPLEMENT'AND'MONITOR'
IMPROVEMENT'PROGRAMMES'

11. '
CONTENTS'
'
'
1. Industry'landscape'and'
challenges'in'managing'
performance'
2. An'effecJve'way'through'a'
challenging'landscape'
3. The'winning'proposiJon'
4. How'to'find'out'more'

12. What"is"the"most"effec*ve"way"to"achieve"this?
! LOW)COST)
! RAPID)ASSESSMENT)
! LOW)IMPACT)ON)BAU)&)RESOURCES)
! ACTIONABLE)OUTCOME)
! OUTSIDE4IN)THINKING)AND)OBJECTIVITY)

13. '
CONTENTS'
'
'
1. Industry'landscape'and'
challenges'in'managing'
performance'
2. An'effecJve'way'through'a'
challenging'landscape'
3. The'winning'proposiJon'
4. How'to'find'out'more'

14. Interested?"How"to"find"out"more…
We)are)Fi@h)P.))Since)2011,)we’ve)worked)with)our)clients)in)the)FMCG)&)consumer)product)industries)across)
Europe)to)create)growth)strategies)that)sustain)long4term)growth)&)leave)lasVng)legacies)
+44"(0)"20"3735"5762
info@fikh2p.com

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