Transcript presentation on SFAA

Added Value Analysis
TOOL USED IN SALES AND MARKETING
PRODUCTIVITY PROJECTS
Sales and Marketing Productivity Team
1
The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
SOFTWARE
Sales and Marketing Productivity Team
2
Overview
•
•
•
•
What is Added Value Analysis?
Who is involved?
Why is AVA effective?
How is it performed?
Sales and Marketing Productivity Team
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What is an AVA?
An Added Value Analysis (AVA) is a systematic
observation with the aim of:
• focusing everyone's energy on essential activities
• improving effectiveness of all activities by streamlining
decision making and improving accountability
• achieving lasting improvements by eliminating nonessential tasks
• building commitment to ongoing improvement by
involving staff in the process
Sales and Marketing Productivity Team
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What an AVA is NOT ...
The AVA study is not:
• An attempt to get people to work harder
• A way of getting the same workload done with
fewer people
• An attempt to reduce the quality of the work to
the detriment of the business
Sales and Marketing Productivity Team
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Who is involved?
All relevant Marketing, Sales and Supply Chain
functions, i.e.
• Marketing manager
• Product / Brand manager
• Key Account Manager (KAM)
• Supply chain managers
• Any type of supporting function related to
Marketing and Sales
Sales and Marketing Productivity Team
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Why is an AVA effective?
•
The participants generate the improvement
idea in conjunction with the team
• It involves all areas in innovative thinking
and idea analysis
•
The management approval process
ensures a fit with long term strategy
•
It improves managers' cost awareness of
the tasks performed
•
It streamlines activities, tailoring the
organisation to its workload
Sales and Marketing Productivity Team
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Why carry out this survey?
Do we know which activities
we spend our time on?
(This Survey)
30%
Knowledge ?
(Prior to Survey)
Sales and Marketing Productivity Team
100%
Knowledge
(A full Time &
Motion study)
Better Decisions
can be made
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The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
SOFTWARE
Sales and Marketing Productivity Team
9
How is it performed?
Overview in 4 steps


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
Preparation with the unit heads
Analysis of activities
Idea generation
Action plan
Sales and Marketing Productivity Team
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Preparation with the unit heads
- Meet with the Unit / Department Heads
- Explain how the study is carried out
- Explain the role of the organization and the
expected benefits
- Explain timetable and key dates
- Show examples of results from previous projects
- Show example of documents to be used (ie: AVA form)
Sales and Marketing Productivity Team
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Analysis of activities
Preparation phase
- Define the areas of the Company to analyse and the
names of people that are going to receive the AVA
- Define the AVA form(s), adapted for the market
- Make the computer ready to input the data once the
AVAs are received
- Prepare a cover letter and a sheet with instructions on
how to fill out the AVA
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Analysis of activities
AVA collection phase
- Send in a close envelope AVAs to participants
- Once AVAs are received verify their correctness
- contact authors to solve compilation errors, if any
AVA collection phase (2nd option)
- Gather participants in group sessions
- Explain the AVA during the meeting
- Ask them to compile the AVA during the same
meeting
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Analysis of activities
Process AVAs with the computer application
- Input AVAs as soon as they are received and validated
- Extract reports from the system to analyse results
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Idea generation
Perform Brainstorming sessions to:
- Analyse results of AVA
- Generate ideas to improve productivity and eliminate
activities with no value added
- Evaluate cost, benefits, and feasibility of ideas proposed
- Integrate ideas with other proposals coming from the project
Present ideas to management to obtain approval
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Action Plan
- Define timetable for implementation considering
also pilot initiatives
- Define resources needed
- Start implementation
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Tips ...
•
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Don't underestimate the time needed
•
Inform people that no names will be
disclosed and that results will be
analysed in aggregated form
Test the forms before sending them out
by someone from the local Market
Sales and Marketing Productivity Team
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The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
SOFTWARE
Sales and Marketing Productivity Team
18
Market X: Breakdown of main Brand
Management activities
100
80
8.6
OTHERS
15
CONSUMER
RELATED
ACTIVITIES
14.5
60
40
STRATEGY
11
SALES
7
7.2
SUPPLY
28
time is spent in meetings (28%)
and market visits (7%)
NPD
8.7
20
• A third of brand management's
CHAIN
MARKET
VISITS
• Of the remaining 65%,
consumer related activities,
new products and sales are the
three key activities of Brand
Management
MEETINGS
0
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Market X:
Consumer related activities
100
80
8.6
15
14.5
60
8.7
11
40
7
7.2
• Involves major activities of planning
and implementing communication
programs and promotions
• Brand Management spends only 15%
of total time on this - hence time
spent on each task is low
COMMUNICATION
3.2%
PROMOTIONS
4.2%
20
PR &
SPONSORSHIP
1.3%
28
0
Sales and Marketing Productivity Team
AGENCYMEETINGS
6.3%
20
Market X:
New product development
100
80
8.6
15
• New product development involves
14.5% of brand management time
• However time spent on each
specific activity is low
14.5
60
RESEARCH
0.9%
8.7
7
7.2
1.7%
LAUNCH
FOLLOW-UP
11
40
MKT ANALYSIS
PLANNING &
COORD.
1.9%
6.5%
INT.
LAUNCH
1.9%
20
28
0
LAUNCH PREPARATION
0.9%
TASTING
0.7%
Sales and Marketing Productivity Team
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The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
SOFTWARE
Sales and Marketing Productivity Team
22
Added Value Analysis
TOOL USED IN SALES AND MARKETING
PRODUCTIVITY PROJECTS
Sales and Marketing Productivity Team
26