BUSINESS CHALLENGE
A historically high performing food manufacturer experienced a major fallout with key customers; dropping drastically in Advantage rankings over a 12 month period.
Perplexingly, the heart of the issue centred on disagreement over commercial planning recommendations; which shopper insights & analytics showed would grow the category… but were not aligned to the retailer’s corporate strategy.
OUTCOMES SUPPORTED
Multi-year Joint Business Plan Agreement
Regained category captaincy
Restoration of lost activity & new partnering initiatives
Double digit growth in Customer over next JBP period
AGS rankings restored to “top 3” avg the next 2 years
JBP process enhancements rolled out into other customer teams
REAL WORLD SUPPORT
Real World guided the client through a complete reset of their Joint Business Planning approach, emphasizing the need to deliver on the customer’s needs, strategies & KPI’s… in addition to category opportunities. In addition to compromising around contentious activities, the client got behind suggestions to collaborate with the customer across more activation touchpoints, increasing the opportunities for joint value creation.
CLIENT TESTIMONIAL
“Real World really helped us align internal stakeholders around the need to behave differently with customers. We were so intent on the best category outcome, that we lost sight of customer centricity… to our cost. We have a much better balance now across category & customer focus.”