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Waking the sleeping giant ! (the renewal of the UK co-op)

Waking the sleeping giant ! (the renewal of the UK co-op). by Bob Burlton (www.bobburlton.coop). A Century of Turnover, Surplus and Share Capital (at 1998 prices : 1948=100). From 1958 to 1998. If we had maintained sales volumes, they would be double what they were

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Waking the sleeping giant ! (the renewal of the UK co-op)

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  1. Waking the sleeping giant !(the renewal of the UK co-op) by Bob Burlton (www.bobburlton.coop)

  2. A Century of Turnover, Surplus and Share Capital(at 1998 prices : 1948=100)

  3. From 1958 to 1998 • If we had maintained sales volumes,they would be double what they were • If we had maintained market share,sales would be treble what they were

  4. Late 20th Century Co-operative Trends 19881998% (+/-) Societies 85 48 -44 Members (000s) 8,165 9,486 +16 Share Capital (£m) 249 305 +22 Turnover (£m) 8,667 8,220 -5 Net Surplus (£m) 131 77 -41 Net Surplus (%) 1.5 0.9 -40

  5. The co-op – at the millennium crossroads ?

  6. Recent Profit Trends - £m

  7. Oxford, Swindon & Gloucester

  8. The Co-operative Commission – some key recommendations

  9. Continuity & Change in Visionary Businesses Preserve Core Stimulate Progress

  10. Continuity & Change in Visionary Businesses Constant Core Purpose Core Values Changing Goals & Objectives Strategies Operating Practices

  11. The Co-operative Commission – some key recommendations 17.1 A Co-operative Brand Panel should be established to develop a common national Co-operative branding approach for the Movement 17.2 All Societies should ensure that the brand identity for each of their core businesses is compatible with and reinforces the national branding of the Co-operative Movement

  12. Whyis brandingso important ?

  13. Brand It!Now, More Than Ever!“The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.”Gillian Law and Nick Grant, Management [New Zealand]

  14. Scott Bedbury/ Nike, Starbucks“A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s anemotional connecting pointthat transcends the product.”

  15. “You do not merely want to be the best of the best. You want to be considered the only ones who do what you do.”Jerry Garcia

  16. The truth is thatthe co-op / co-operativewas a branding mess • Complex • Confused • Unco-ordinated • Poorly executed • Understates our case, which • Contributes to our poor image & esteem

  17. Co-operative retail fascias – from this • Independent research studies have shown customers find it very difficult to recognise or recall what our brand looks like • It’s easy to see why…

  18. To this – Co-operative Retail Fascias The fascias show a consistent overall brand, making them easily identifiable as part of the same family whilst retaining business sector differentiation

  19. why look as unco-ordinated as this ? www.iffco.nic.in www.nccf-india.com www.kribhco.net www.coopsugar.org www.vamnicom.org www.ncui.net www.kribhco.org www.ncdc.nic.in www.amul.com www.nafed-india.com

  20. When you could be as co-ordinated as this www.ncui.coop www.kribhco.coop www.nccf-india.coop www.vamnicom.coop www.ncdc.coop www.amul.coop www.coopsugar.coop www.nafed-india.coop www.iffco.coop

  21. Advertising with impact

  22. New member mailing – 2 million to date This shows format and style of the welcome pack • Welcome pack is a series of sections explaining membership

  23. Membership websites This consistent look is carried through to the web site

  24. Better Products Crucial to the future success of our business Building an interesting and relevant customer focussed range Responsible retailing built into products To be ‘Good With Food’ Own Label – The co-operative difference

  25. Range Objectives • A comprehensive range of healthy products that taste great • Create 3 choice levels: • Healthy Living • Reduced • and Naturally Healthy • A modern look to stimulate re-appraisal • Launched exactly when our customers focus on their health

  26. Range Objectives • Capitalise on significant market growth • Double range size • 50% New • 20% Upgraded fast lines • New contemporary look • Reinforce customer perception of quality own label products • Range plans defined by store segment type

  27. Market share decline has been stoppedwith some signs of growth Last quarter was 8th consecutive quarter of sales growth better than industry average Profits and member dividend growingdespite intense cost inflation pressures Is it working ?

  28. “We must bethe change we wish to see in the world.”Gandhi

  29. Thank you ! Bob Burlton www.bobburlton.coop

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