Enabling Excellent ExecutionE3

Best Practice Sharing example: Poland Intelligent Promo – Fuel with STATOIL

Objectives of the in-store initiative:

Implement on Polish market Intelligent Promo which brings significant grow of ENR MS

Solution: IP with fuel Promo mechanism: Buy ENR batteries and you will receive 15gr

discount for fuel per one liter on Statoil petrol Main objective: Increasing MS by maximizing: number of SE and NSD in TT

Learning’s & ‘Hints & tips’:

Teamwork

how we might work with Customers

Prepare a clear benefits orientated selling story

Add comments about how we might continually

Improve

Field/Merchandising teams might help Execution

Field force education and engagement is crucial. Used much more prepacked displays vs. LY help to build impactful visibility in store, avoid stock problems

Challenges: Find the promotion with WIN- WIN for ENR, Partner &

Retailers Implement promotion on very aggressive FGOP and

discount promotions market. Buster the myths that there is only one way in this

category: FGOP or discount promo Convince buyers that IP is better and stronger then

competitors activities

What you did to overcome: Found consumer insights: Focus group to find the best IP Prepared selling story with strong argumentation: examples

of LY IP, data that showed how strong is our promo, consumer insights

Investment & Resources:

Focus Group ATL: Internet & PR campaign POS and displays production Sales force introduced to materials in store

What has been measured? • Sell out results (value & volume)• MS• No. of displays

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Enabling Excellent ExecutionE3

Sellout results This provides simplicity & consistency in reporting

During IP ENR grow both volume and value +15%/+25%

+15%+4%

-11%

-22% -25%-1%

+2%

+7%

+25%+2% +4%-25%

Source: Nielsen

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Enabling Excellent ExecutionE3

Market Shares

…In spite of high competitors activities we strengthened leader position!!!!

During that period we had the best shares ever

GLOBLOTTO

GP 4+4; 4+1

Duracell 6+2 4+2; 3+1

Varta 4+4; 4+1 PL 8+8 in CRF

PANASONIC 4+4, 4+2, 3+1

PHILIPS 4+2

STATOIL

GP 4+4

Duracell 4+2; 8+4

Varta 4+4; 4+2

PL 8+8 in CRFPANASONIC 4+4, 4+2& link saver 1+1, 3+1

PHILIPS 4+2

Source: Nielsen, Focus reports

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Enabling Excellent ExecutionE3

Secondary Exposition (page 3 of 3)

During Statoil IP Energizer increased No. of Large SE + 31% vs. SPLY

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