CIFAD Live

1
CIFAD Live

• Bryan Martins
• Customer Development Controller
• Danone Dairy UK

2
Agenda

• A Brief Career History
• Who are Danone?
• What is my role at Danone?
• What is Category Management?

3
Brief Career History

• Graduated from Bristol with a BA Hons Business
  Studies in 2002
• ACNielsen Graduate Scheme in 2002
• Joined Danone Dairy in 2005 as a Category Manager
  on Sainsburys
• Now, Customer Development Controller at Danone
  Dairy

4
Our Ambition at Danone
To Bring Health through food and beverage to as
large a number of peopleas possible throughout
their lives
5
Danone Company Background
Fresh Dairy
Packaged Water
Babyfood
Medical Nutrition
Mainly yogurt assimilated products
Worldwide ranking
1
2
2
3
10
21
14,9
Share of world market In value
16
Relative size versus direct competitor
0.6x
gt1x
4x
-
of sales in leading positions
75
70
70
-
n1 in Europe
market shares in vol
6
Our UK Yogurt brands are focused on functional
solutions

• Contains a unique culture Bifidus Digestivum.
  This helps reduce digestion time and bloatedness
• 132 million brand

• A probiotic Yogurt drink containing L. Casei
  Imunitass which helps support the bodys natural
  defenses
• 107 million brand

• Contains EFP to prevent snacking
• 20 million brand

7
Growing demand for products with a functional
health benefit
2000
2007
58Mn
395Mn
5 of total market
20 of total market
Source ACNielsen Scantrack
8
Danone are the 2nd largest branded manufacturer
source Nielsen
9
What is my role at Danone?

• I head up the Category Management Department
• Coaching Developing a Team of four Category
  Managers
• Setting the future category vision of Danone
• Developing our business with our customers
• So what is Category Management?

10
Defining Category Management
...a Retailer/Supplier process of managing
categories as strategic business units, producing
enhanced business results by focusing on consumer
value. The Partnering Group (TPG)
orgive shoppers more of what they want and they
will buy more and everyones happy!
The strategic management of product groups
(categories) through trade partnerships, which
aims to maximise sales and profits by meeting
consumer needs. Institute of Grocery
Distribution
Just the way retailers and suppliers work
together to grow both of their businesses through
meeting the needs of shoppers in the store
11
The difference between consumers and shoppers
shopper
consumer
moment of consumption
moment of purchase
12
50 of shoppers dont use lists
do you usually prepare a shopping list before
your shopping trips?
Yes
source Nielsen
13
62 of chilled yogurts desserts purchases
decided in store
source NOP shopper study
14
How do we work with our Retailers?

• A Collaborative approach to drive sales.
• Understand the needs/strategy of our Retailers.
• Make recommendations on range, shelf layout,
  promotional plans based on shopper insight.

15
How do you build shopper insight?
16
Consumer Group Example
17
In-store Behaviour Example
18
Finally, the human touch required in Category
Management

• Excellent Analytical Skills
• Customer Focused
• Results focused
• Approachable
• Reliable Organised
• Willingness to go the extra mile
• Determined

19
CIFAD Live THE END

• Bryan Martins
• Customer Development Controller
• Danone Dairy UK
• Thank You