План продаж Henkel в сети Z на 2011 г. Back to the Future Ирина КузинаДекабрь 2010 г.

2011 Targets Current Overview Action Plan Commercial Terms

2011 Targets Current Overview Action Plan Commercial Terms

Sales target for 2011 is… 4 1 Billion Rub !!!

Henkel Value MS Growth Target Fact = 26,5% (+0,5%) 2011 Plan = 30,0% (+3,5%)

Customer Growth Target TO (fact)+56% vs TO (plan) +60% vs Store # +79%

2011 Targets Current Overview Action Plan Commercial Terms

SWOT Strength Henkel is a market Leader with wide product range & growing MS (26,5%) Customer is a #1 strategic account in Russia, shows sustainable growth Good sales result in 2010 Good customer relations 8 Threats Inflation may result in further price increase Negative trend of Service quality may damage more SKUs Henkel IHS dropped in 2010 (-3%) – competitive environment should be investigated Opportunities New Henkel products will cover new target consumers Henkel SKU increase Customer TO growth (+60%) means cross-category development Customer store expansion (+79%) Weakness Quality of Service goes down Lack of payment control (2 weeks overdue or 0,5% Inv.) Future price increase (+10% in March 2011)

Service level

Customer Expansion YearJanDec Expansion all formats % % % 10

Sell-out by formats 11 Sell-out simulation 2011 Nov 2011 Monthly Sell-out, Rub # of Stores Growth Формат Формат Формат % Sell-out by fomats Nov 2009Nov 2010 Monthly Sell-out, Rub Format share in TO # of Stores Sell-out per Store Monthly Sell-out, Rub Format share in TO # of Stores Sell-out per Store Sell-out Growth per store Формат % % % Формат % % % Формат % % % , ,41 137% Sell-out simulation with store format accuracy shows potential of Rub TO in 2011

Sell-out by SKU (YtY) 2009, rub 2010, rub 2011, rub PERSIL POWDER PERSIL GEL LOSK DENI PEMOS LASKA VERNEL PRIL PEMOLUX HDWL SOMAT CLIN PEMOLUX CREAM PEMOLUX ABRASIVE BREF WC GEL BREF DUO ACTIVE Average Monthly Sell-out TOTAL Estimated Yearly Sell-out %141% 87 SKU 92 SKU 12

Product sell-out contribution 13

Dynamic product matrix 14 Rotation during the year is possible OOS should not be the competitive disadvantage

Promo activity in Persil, Losk, Vernel and Somat

Persil+Vernel promo results 16

Losk promo results 17

Vernel promo results 18

2011 Targets Current Overview Action Plan Commercial Terms

Red Flags ISM: to increase shelf-share & IHS (service improvement), to minimize OOS (weekly PSI data) To vary promo activity (bundles, occasional gifts, lottery, Customer Flyer activity, dacha season discounts, BTS, Xmas etc), to use all brands for x- marketing To align own promos with Customer federal campaigns (to use COOP/shared investment) Important!!! TM effectiveness control (TO, GP). The more earned – the more invested. 20

2011 Targets Current Overview Action Plan Commercial Terms

Commercial Terms 2010 On-Invoice 2,5% product-mix bonus 2%logistics bonus Off-Invoice 3%payment accuracy bonus (14 days) 5%TO achievement bonus 3%sales reports bonus 6%marketing fund – по 1 дополнительному месту продаж в каждой точке. 10 Promo per year. TO plan 2010 = 700 M Rub 22

Commercial Terms 2011 On-Invoice 3%product-mix bonus 2%logistics bonus- To reject if possible Off-Invoice 1,5%payment accuracy bonus (14 days) 3-5%TO achievement bonus (Progressive scale) 1,5%sales reports bonus 6%marketing fund. 10 Promo per year. 1%trade stuff motivation budget TO plan 2010 = 1000 M Rub 23