Case Study: A Journey Towards Trade Promotion Excellence
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1 Case Study: A Journey Towards Trade Promotion Excellence Presented by: Jenna Harper Sr. Manager Sales Operations & Industry Activity, Tyson Foods, Inc Anna Quillen CPG Engagement Manager, Clarity Insights
2 Tyson Foods Trade Analytics Journey Five years ago, Tyson Foods (then Hillshire Brands) kicked off a Sales and Marketing initiative to dramatically change the philosophy around trade promotion investment. In this presentation, we will share: - Milestones - Key Challenges & Lessons Learned - Business Impacts & Outcomes Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next
3 Tyson Foods Timeline Jan 2013 Oct 2019 Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next
4 Beginning the Journey 2014 Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next Starting Point: Disparate Systems No fully integrated reporting analytics tools or centralized reporting Limited visibility to trade ROI No centralized trade analytics capabilities support
5 Initial Launch July 2014 July 2015: Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next Milestones: Launched a culture shift in how we think about and approach trade Launched new trade capabilities for FY2015 planning cycle Launched new Reporting Tools Developed SWAT Teams to focus on trade planning for key Customer Accounts Launched new trade funding incentive program for Customers
6 External Data Internal Governed Reference Data Internal Planning & Forecasting ERP Initial Launch July 2014 July 2015: Data Sources IRI / NLSN Retail Link Kroger VMI TRADE DEMAND PLN INT. BUS PLN SAP Enterprise Data Hub Landscape and Capabilities at a Glance Integrated Data Warehouse Master Data Consumption Commodity Performance Commodity Forecasting Weekly Profit Business Process Support Trade Promotion Execution Trade Promotion Planning Funding, Spend & Payments Sales Forecasting Orders & Shipments Audit Balance and Control Data Quality Governance Self Service Advanced Data Feeds BOBJ Reporting and Analytics Trade Excellence Supply Chain Visibility Finance Optimization Operational Systems Enablement TRADE PROMO MANAGEMENT TRADE PROMO OPTIMIZATION POST EVENT ANALYSYS TOOL INTEGRATED BUSINESS PLANNING BUSINESS PROCESS CONSOLIDATION
7 Initial Launch July 2014 July 2015: Key Challenges Cross System Issues Lessons Learned Leadership Support Data Integrity Change Management
8 Initial Launch July 2014 July 2015: Unexpected Challenges Tyson Foods acquires Hillshire Brands August 2014 Begin planning to shift fiscal years Business alignments begin Inherited new legacy TPM system from Tyson Foods
9 Initial Launch July 2014 July 2015: Business Impacts & Outcomes Self-Service data environment Automated Reporting Single Source of Truth Integrated Cross Functional Systems Integration with External Data Sources Ability to Analyze ROI Visibility into Trade Checkbook Sustainable Trade Program
10 Merging Understanding July 2015 Oct 2015: Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next Milestones: Aligned Master Data and Executive reporting across businesses Continue with SWAT Teams for Key Customer Accounts Launched reconciliation efforts between SAP and TPM Tyson Foods launches additional SAP ERP
11 Merging Understanding July 2015 Oct 2015: Key Challenges Master Data Lessons Learned Data Stewardship Systems Alignment Trusted Partnerships
12 Merging Understanding July 2015 Oct 2015: Business Impacts & Outcomes Single & Actionable View of Trade TPO Based Trade Plans Improved Data Confidence
13 Enhanced Capabilities Oct 2015 Oct 2017: Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next Milestone: Enhanced TPM and TPO capabilities Focus on automation, performance tuning and additional analytic capabilities Begin offline Businesses integrations Kicked off project to get to one ERP system for enterprise Tyson Foods acquired Advance Pierre Foods
14 Enhanced Capabilities Oct 2015 Oct 2017: Key Challenges Master Data Lessons Learned Process & Systems Improvements Offline Businesses Data Stewardship
15 Enhanced Capabilities Oct 2015 Oct 2017: Business Impacts & Outcomes Better Trade Investments Decisions Simplified Planning Improved Data Quality and Confidence Speed of Data Delivery Process Improvements
16 Now & Next October 2017 Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next Milestones: Integrated AdvancePierre Foods Continued program to integrate ERP systems Redesign TPM calculation engine New Enterprise Analytics Platform New Master Data for all Products and Customers
17 Now & Next October 2017 Key Challenges Master Data Lessons Learned Trusted Partnerships Consolidating Business Processes Change Management
18 Now & Next October 2017: Desired Business Impact & Outcomes Streamlined Acquisitions Reporting Processes Consolidated Trade Tools Expanded Data Governance Practices Simplified Data Access
19 In Summary Lessons Learned Beginning the Journey Initial Launch Merging Understanding Enhanced Capabilities Now & Next Trade processes, systems and teams must be nimble, flexible and coordinated enough to quickly course correct based on an ever changing business environment and needs Leadership Support Data Stewardship Trusted Partnerships Continuous Improvement
20 Questions?
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