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The Campbell Advantage

INSERT RETAILER LOGO. The Campbell Advantage. {Insert Presenter’s Name & Title Here] [Insert date]. Goals of meeting. Review current state of the business Share Campbell strategic direction Listen and understand the strategic direction (INSERT ACCOUNT) is taking over the next few years

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The Campbell Advantage

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  1. INSERT RETAILER LOGO The Campbell Advantage {Insert Presenter’s Name & Title Here] [Insert date]

  2. Goals of meeting • Review current state of the business • Share Campbell strategic direction • Listen and understand the strategic direction (INSERT ACCOUNT) is taking over the next few years • Discuss opportunities to drive business • Align on strategic initiatives for the next 12-24 months

  3. Suggested agenda TimeTopic 8:00-8:30 Coffee and Breakfast 8:30-8:45 Welcome and Introductions 8:45-9:15 Business Update 9:00-9:15 Why Campbell 9:15-9:30 The Complete Selling Approach 9:30-10:45 Segment Based Solutions 10:45-11:00 Break 11:00-11:15 New Items and New News 11:15-11:45 Strategic Direction and Opportunities to Drive Business 11:45-12:00 Wrap up and Close

  4. INSERT RETAILER LOGO Business Update [Insert Presenter Name Here]

  5. Executive summary • XXXXXX • XXXXXX • XXXXXX • XXXXXX • XXXXXX

  6. Headline # 1 X X Headline # 2 X X Headline # 3 X X Business dynamics Team VP to populate Headlines Action Steps • X • X • X • X • X • X Growth Drivers Opportunities • X • X • X • X • X • X • X • X • X • X Insert additional performance slides as needed

  7. INSERT RETAILER LOGO Why Campbell?Who we areand what we stand for [Insert Presenter Name Here]

  8. Why Campbell • 140 Years History • 19,000+ employees • #1 Soup manufacturer in the world • #1 Vegetable Juice brand in the world (V8®) • #3 Cookie and Cracker manufacturer in the world • #1 Children's cracker in the world • At least one Campbell product is in 94% of all U.S. households

  9. We have a robust portfolio of brands to grow your sales

  10. We have a robust portfolio of brands to grow your sales

  11. We have a robust portfolio of brands to grow your sales

  12. Our mission guides our journey to becoming the world’s most extraordinary food company

  13. Our Cultural Tapestry

  14. Campbell is committed to Nourishing our Consumers, Neighbors, Employees and Planet

  15. Nourishing our Consumers • More than 100 soups at healthy sodium levels, including Campbell's condensed Tomato • More Pepperidge Farm bakery products certified by the American Heart Association than any other bakery • 70+ product varieties that meet requirements for Canada’s Heart and Stroke Foundation Health Check™ • Participated in the Healthy Weight Commitment Foundation to help reduce obesity • Increased sales of our Nutrition and Wellness Product Portfolio by more than 20% • Offered more than 115 U.S. products certified by the American Heart Association • Were the first company to receive the “Mission Achievement Award” from the American Heart Association • Reached more than 330 million people so far through our “adDress Your Heart" campaign

  16. Campbell Foodservice health & wellness vision Campbell North America Foodservice is a leading innovative solution provider of great tasting, nutritionally responsible foods, by leveraging our commitment in vegetable nutrition, sodium technology combined with our strong culinary capabilities Situation Assessment Outcome Technical Platforms What are the key drivers? Benefit Platforms Product Attributes • Fruits & Vegetable • Vitamins & Minerals • Whole Grain • Ex. V8 & V8 VFusion • Fat • Calories • Ex. Well & Good & PF 100 cal Snacks • Fat • Saturated Fat • Cholesterol • Sodium • Ex. Select Harvest, Healthy Request & Tomato • Reduce the Negatives • Sodium • Trans Fat • Fat Calories • Sugars • Enhance the Positives • Vegetable Nutrition • Fiber • Protein • Vitamins • Consumer trends and attitudes • Legislation – current and proposed

  17. Balance calories 195 products ≤ 100 calories Choose variety of vegetables Over 40 products deliver a full serving Increase fruits V8 V-Fusion juice provides a full serving Make at least half your grains whole 7 baked cracker and graham products made with whole grains Moderate fat > 350 soups, sauces, bakery and beverages with no trans fat; > 150 soup, sauces and bakery low in fat Choose and prepare foods with little salt Over 100 products ≤ 480 mg sodium Working to continuously advance the nutrition and wellness profile of our products Last Updated 2009 Includes only Campbell Brands

  18. New products grounded in health and wellness V8 V-Fusion® + Tea is a 50% juice featuring fruit and vegetable nutrition with 1 combined serving of fruit and vegetables in every 8 ounces, plus the antioxidant benefits of natural green tea. Made with whole grain and no artificial prosperities, new Goldfish Muffin Puffers bring a friendly face to breakfast. Baked Naturals™ Cracker Chips and Chocolate Giant Grahams offer wholesome snacking options for all ages. Select Harvest® fits any Health and Wellness program with 480mg of sodium pre 8oz serving.

  19. Campbell is committed to nourishing our neighbors • More than 1000 employees from five different locations volunteered during Make a Difference Week • Logged nearly 20,000 volunteer hours in the U.S. • Tracked over 310,000 hours of "active" play time through Team Xtreme • Support more than 10,000 Camden young people as part of the Campbell Soup Foundation’s Summer Program • Distributed more than $28 million in product donations across the globe • Collected 77.1 million pounds of food during the annual Stamp Out Hunger food drive • Awarded $2.5 million worth of equipment to schools through Labels for Education

  20. Campbell is nourishing employees and winning in the workplace • World-class employee engagement ratio of 17:1 • Received the Catalyst award for our work with women in the workplace • 45% of Campbell employees are women • Earned a 2010 Platinum Award from The National Business Group on Health • Exceeded safety benchmarks in our industry • $145 million in spends with women and minority-owned suppliers • Provided $1.1 million in tuition assistance • Seven Business Resource Affinity Networks • Were recognized by the American Heart Association as a “Fit Friendly Company.” 2010 Catalyst Award We are resourced to bring to you the best in people talent, segment knowledge, and business applications

  21. Campbell is committed to nourishing our planet • Established a new goal to eliminate 100 million pounds of packaging by 2020 • Invested more than $6 million in Environmental Sustainability Projects • Eliminated more than 3.5 million pounds of steel and 1 million pounds of fiber while saving more than $4.5 million • Recycled more than 83% of the waste we generated • Reduced our water use by more than 150 million gallons • Met our U.S. EPA Climate Leaders Goal, reducing CO2 emissions/production unit by 12% between 2005 and 2010 • Named to Dow Jones Sustainability Indexes

  22. Our Alliances Speak to Our Commitment

  23. Our commitment to CSR and integrity have received wide recognition

  24. INSERT RETAILER LOGO The Complete Selling Approach [Insert Presenter Name Here]

  25. Our strategies 5.Continuously improve division-wide productivity 2.Strengthen Back of House competitiveness by creating winning customer solutions in Meals and Meal Makers 3. Make our products more broadly available & relevant through best in class go to market strategies & sales execution 7. Advance a powerful commitment to sustainability and corporate social responsibility 1. Drive Front of House growth in branded Healthy Beverages, Baked Snacks, and Simple Meals 4. Strengthen our business through outside partnerships and acquisitions 6. Improve overall organization excellence, diversity, engagement, and innovation

  26. Complete Selling Approach – How We Grow Your Business Our sales structure enables a more complete selling approach: Go-To-MarketStrategy Benefits • Focused resources on both distributors and operators • Deliver insights based, value added, programs to distributors • Help operators meet consumer needs with actionable insights and innovative solutions • Create mutual sustainable growth Operator Development Distribution Development Mutual Business Growth Customer Collaboration

  27. Complete Selling Approach – How We Support You Our balanced approach focuses on distributors AND operators: Distributor Support Operator Support 6 Direct Regional Business Managers 40 Regional Broker Groups 6 Direct Regional Business Managers 22 Direct Business Development Managers Education, Healthcare and Street Specialists supporting Operators and Distributors

  28. Working Together to Drive Growth - Operator Development In the new Go-to-Market Model, responsibility for Operator Development with A accounts lies with the Regional Business Managers-Operator (RBM-O) and Business Developments Managers (BDMs) The Brokers have responsibility for designated A accounts, as well as all other accounts. The Brokers also have a responsibility to ensure that Distributor Sales Reps (DSRs) are focused on selling our products through to all Operators. Dedicated Sales Planning & Strategy team working with the marketing team to create programs and allow sales to spend more time in the field. Segment experts for Street, Healthcare, K-12, and C&U

  29. Campbell Culinary and Baking Institute • Culinary Voice of Campbell • Track & Provide Culinary Trends • Culinary and Baking Expertise • Product Innovation, Gold Standards & Product Authenticity • Support application & recipe development; Menu ideation • Customer Collaboration & Back of House Needs Thomas Griffiths, CMC Senior Executive Chef and Director-Campbell's Culinary & Baking Institute

  30. INSERT RETAILER LOGO Our Focus Segments___EducationHealthcareStreet [Insert Presenter Name Here]

  31. The K-12 Segment

  32. K-12 Segment Overview • 30.5 Million Children Served Daily for lunch – 5 Billion Annually • 95% of all schools participate in the National School Lunch Program (NSLP) • 10.1 million children served daily for breakfast – 1.7 Billion Annually • Top Breakfast States - % Serving • Arkansas, South Carolina, North Carolina, West Virginia, Delaware, Florida, Texas, Kentucky, Oklahoma, Rhode Island • After School Snack Program – Offered in 51% of all districts • Operator Food Purchases – • Total Foodservice $226.5 Billion • School Foodservice $8.7 Billion or 3.8% of Total • Majority of district operations are self op – 15 to 20% * 2011 Little Big Fact Book - SNA

  33. K-12 Segment Overview • Enrollment is expected to continue to increase through 2018 – 59.8 Million Students • Minorities currently make up 45% of total public school enrollment • Cost pressures forcing more commodity usage – which is driving better products • More menu incidence opportunity • Changing taste profiles are front and center, along with Healthy Meals • Focus on top 500 districts • Largest 100 serve 22% of enrolled students, 500 serve 43% • Have a larger % of Free and Reduced – 52% * 2011 Little Big Fact Book - SNA Key Takeaway - The segment is large and growing

  34. K-12 Segment Trends • School Regulatory environment changing rapidly • USDA Regulations calling for: • More Whole Grain Products • Increased servings of Fruits and Vegetables • Higher Food costs, limited increase in funds to cover • Consolidation to 1 menu planning program • Lower Sodium • Increased Pressure on Foodservice Directors • Cost implications of new lunch and breakfast patterns • Increased expertise required to follow regulations • Increased focus on budget cuts district wide • Continuing to offer healthy products that students will eat

  35. K-12 Segment Trends • Campbell is set up to Win! • Product Line Up • Pepperidge Farm Goldfish – Whole Grain, Baked, No High Fructose Corn Syrup and #1 Recognized Kid snack • Healthy Beverages – V8 V Fusion ® • Testing in 2010 with results showing extremely positive outlook from students • Merchandising to support in-school growth • Low Sodium and Kids Fun Favorites Soup • On Target Nutrition • Future Innovation to support participation in schools. • Winning with Kid Approved, Nutritious products • On trend products meeting USDA Guidelines • 2011/2012 Promotion Support Key Takeaway – Our products meet the evolving needs of the K-12 Segment

  36. V8 V-Fusion® is a Proven Success in K-12 Quantitative Results Qualitative Results School Foodservice Directors Feedback Student Feedback • Tested in three school districts across K-12 for four week period. • The test validates an immediate opportunity for the V8 V-Fusion® 8 oz. slim cans: • A la carte, priced between $1.00 - $1.25 • Other applications including the tray, vending, breakfast and after school • In all three districts, sales exceeded 100% attainment “I really like [V8 V-Fusion®], it tastes like fruit juice!” “the kids are loving V8 V-Fusion®” “I’ve had this before, my parents buy V8 V-Fusion® at home” “…the students really enjoyed [V8 V-Fusion®]

  37. Both Mom’s & Kids Have a Great Affinity for Campbell’s Soups… Momfinity Ranking of Simple Meals Category: Kidfinity Ranking of Simple Meals Category: Base: Moms of Kids 6-12 years old Base: Kids 6-12 years old Young Love| April 1 2010 |

  38. The Soups are Seen as Both Wholesome and Fun

  39. Campbell has products to meet all K-12 Feeding Occasions

  40. The College and University Segment

  41. College and University segment overview 2010 Technomic Forecast Operator Sales $ 12.87 Billion Operator Purchases $ 5.6 Billion US Points of Contact 4,417 Foodservice Management Companies control 45% of the segment. “The Big 3”- Sodexo, Compass, and ARAMARK have most of the contract business. Goal is to keep student “cash/dining dollars” on campus Multiple locations /venues Promote culinary/ chef expertise Variety of foods Variety of nutritional needs College campuses are full of foodservice opportunities that line up well with the Campbell product portfolio

  42. C&U Operators are challenged in managing all aspects of the operation Balancing multiple types of operations – cash op, board plan, C-Store, catering Managing multiple chain contracts Cost pressures Student demands for multiple cuisines Student demand for familiar brands Facility management pressures Off-campus competitive pressures Labor issues Sustainability Need for more late night activities 4th day part Campbell foodservice has products to assist in a number of these challenges

  43. College and University Trends • Customization • Flavor Interpretations • Flavor Curiosity • Comfort Foods • Portability & Snacking • Social Responsibility • Health & Wellness The Campbell product portfolio is aligned to these trends Source: 2009 Technomic Top 50 Universities Foodservice Report 43

  44. Campbell has products to meet College and University Feeding Occasions

  45. The HealthcareSegment

  46. Healthcare segment Overview UPMC Hospital Key Takeaway – the Healthcare segment is recession proof with high growth potential **Understated, estimated at $105MM, **US healthcare growth fueled by Novation sole source frozen soup contract Source: TECHNOMIC 2008/2009 US Foodservice Industry & 2010 GPO Assessment Outlook, Source: 2010 Westport (2009 Data) Total U.S. healthcare segment sales = $8.0B Acute care ($3.4B) & long term care ($4.6B) make up two equally important sub-segments (43% and 57% respectively). Despite tough economic conditions, U.S. healthcare sales have consistently grown (7.8%**) outpacing healthcare industry growth (1.5%). Winning in the Healthcare Channel is critical to achieving the Campbell Soup mission “nourishing people’s lives everywhere, everyday”

  47. Key trends in the Healthcare segment 2011 New Dietary Guidelines focus on sodium reduction, eating nutrient dense foods and balancing calories to manage weight. Additional healthcare drivers include- Patron satisfaction – Campbell technologies (vegetable goodness, sodium reduction) deliver on patron need for great tasting food while meeting dietary guidelines. Comfort Foods – Campbell’s delivers on comfort whether it is “soup as soup” or “soup as an ingredient” Menu Simplification – Campbell offers ways to simplify operations through Campbell’s Culinary Kitchen Wellness - Wellness is a key tenant of the Campbell mission Heart Health Weight Management Positive Nutrition (Vegetable Servings, Whole Grains, etc.)

  48. Hospital/Acute Care menu and food costs challenge operators Average food cost per meal High - $1.79 Medium - $1.59 Low - $1.44 Floor Stock PPD - $0.96 Average range PPD Nourishments – $0.14 - $0.44 Average Café Check - $3.66 70% regular vs. 30% special diets Cycle Menu 4-7 days/Select & Non-Select 22% offer room service with half the remaining are investigating implementing Comfort foods increasing presence Menu must meet state/federal regulations Hospital operators are challenged to deliver delicious, high quality patient meals under budgetary constraints while meeting state/federal guidelines. Source:HFM Talking Points March 2009

  49. Hospital/Acute Care trends link to Campbell initiatives Organics Sustainability Ethnic flavors Comfort foods Exhibition cooking Hiring of culinary talent Heart healthy foods Elimination of trans-fats Menu simplification Consumer satisfaction through on-demand service (room service) Source: ASHFSA “Trends” Vol 11, Issue 2

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