Track Record

AT UNILEVER DENMARK

Input

Stress burdened KAM and KAM coordinator team with no documented Ways of Working, hence low efficiency and no synergy across category teams.

Dilemma

KAM coordinators have an internal 360-degree business interaction, making time- and task-management extremely difficult, leading to constant backlog and clean-up of human errors caused by all of the above.

Solution

Alignment and clarification of Job Fundamentals, in an agreed prioritized order

Creation of ‘Excellence Learning Book’, documenting all processes and ‘what-if’s’

Gradually moving transactional tasks to centralized hub teams, so that synergy and local market knowledge could flourish

Output

A team moving to a pro-active work flow, contributing rather than eroding the value chain. Building stone to KAM efficiency clean up.

DANISH ARMY, JUTLAND DRAGOON REGIMENT

Input

Political agreement to give conscript soldiers a four-month education, of which one month should be focused on supporting civilian emergency response.

Dilemma

New elements, on top of regular basic training: Fire Fighting, Environmental containment and Evacuation

2 months to get ready for 150 soldiers – from scratch and first in Denmark

Solution

Procurement: Materials

Location: Setting it up physically

Time schedule: Detailed lesson guide

Output

‘Concept package’ rolled out to 8 other Army bases

L’ORÉAL DENMARK, CONSUMER PRODUCTS DIVISION

Input

Multiple brands represented in multiple subcategories with little or no knowledge –sharing or –documentation, nor alignment on materials used. We were basically an open check book for the POS material suppliers.

Dilemma

Constant rookie mistakes, slow and low-efficient process with just too much liberty to maneuver for Marketeers, leading to a cost and inventory monster.

Solution

The ‘IKEA wardrobe’ thinking for POS materials / repacks, e.g. one base per brand family for all Stand-Up-Units, whilst in return you could go as creative as you want with top and/or side signs, using the same 3 different product boxes.

Output

Within 3 months €135k / DKK 1m vs PY was saved on El-Vital alone. Clear and simple ‘POS development bible’ was made available to both junior and experienced marketeers.

CAP GEMINI & UNILEVER

Input

With down to three-week lead-time for promo confirmation with retailers, the Danish market has a remarkable negative track record for poor forecast accuracy and bias. Global pressure to systematically work with historical data, rather than drowning in short term micromanagement.

Dilemma

A small market, constantly creating ripple effects in a European supply chain structure, leading to poor customer satisfaction. With a 70-90% promo driven market, Sales team was very reluctant to ‘let go’ of the short-term promo micro management.

Solution

Cap Gemini supported project, reviewing full portfolio with a shift from 3 forecast methods to 18, whilst classifying all promos in A, B & C classifications

A = Top 25% volume with STD of 95%, always transferred from promo tool

B = 50-75% size promos, transferred from promo tool on a case-by-case basis

C = The lowest 50% to be incorporated as baseline due to cross-banner cannibalization

Output

“If Denmark succeeds, UK will follow”* – and they did. Building stone to a live P&L promo tool with only simple adjustments to existing tool.

*: Quote from Sarah Newbitt, Vice President Supply Chain, UK & Ireland

SKIVE FITNESS – A 20.000 POPULATION PROVINCE CITY

Input

I was planning 3 months settlement of over-time from the Army (=time off), whilst local Fitness center owner needed support to get his number 2 center in separate city made profitable.

Dilemma

Two P.E. enthusiasts running a business that was never promoted
Main competitor had close to free facilities from local municipally due to family ties, disabling price as a competitive parameter
Both above led to low membership count and retention.

Solution

Existing staff dismissed and replaced with:

1 physiotherapist to run the fitness and personal training part

1 sales person doing local mall activation, canvas, local business partnerships, PR etc.

Output

Fitness wise, a program accommodating time schedule for focus groups, e.g. maternity & senior classes in day-time. Business wise, the city’s 2nd biggest workplace was landed as regular customer (Freja Transport), contributing to the +400% increase in number of members.

SKIVE FITNESS – A 20.000 POPULATION PROVINCE CITY

Input

A regiment constantly sending soldiers to conflict zones where First Aid education had not kept up with how the tasks and environment had changed.

Dilemma

Armored infantry deployed in Iraq and Afghanistan, patrolling in “the front line”

First Aid Education provided was fit for field hospital, far from the front

Solution

First hand experience / cases transformed to lecture plan

Stakeholder management: Getting the field hospital level to approve whilst assuring UK + US Army collaboration compliance

Output

A fully updated First Aid education available for every squad (1 Medic per 10 men), which built immediate confidence within deployed units. Subsequently much more advanced courses were developed for First Aid Specialist and Special Forces, plus experimental approach lead to Tactical First Aid Evac methodology, which is mandatory training for all deployed units to this day.