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Spencer Baird, Senior Director, Strategy Category Management and SKU Optimization Roundtable Spencer Baird Senior Director of Category Strategy Kellogg.

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Presentation on theme: "Spencer Baird, Senior Director, Strategy Category Management and SKU Optimization Roundtable Spencer Baird Senior Director of Category Strategy Kellogg."— Presentation transcript:

1 Spencer Baird, Senior Director, Strategy Category Management and SKU Optimization Roundtable Spencer Baird Senior Director of Category Strategy Kellogg Sales Company

2 Spencer Baird, Senior Director, Strategy Remembering the Inputs that Launched 2010 into a Chaotic Place. A Correction is Usually That of Bad Behavior, Right? Source: Pew Research July Per Capita Spending in the US Drops $16/week Compared to ‘07 Per Capita Savings Down to $613/Year In 2007 Versus $2,426/Year in 1982 Average Debt per HH $86,346 Average Debt per HH $128,134 Net Worth Per HH in US $600,000 in 2007 Net Worth Per HH in US Drops -24% In 2008 S&P Loses 51% & Home Prices Down -4% ’07 v ‘09 55% of American Workers Impacted With Reduction/Loss; 41% of Whites, 78% African American & 70% Hispanic 81% of African Americans & 75% of Hispanics Say That US is Land of Prosperity Saving as % of Income Rises To 4% from 2% in ‘07

3 Spencer Baird, Senior Director, Strategy The Majority of Financial Change was the Result of our Reaction to Uncertainty…Rather than Actual Consumer Uncertainty.

4 Spencer Baird, Senior Director, Strategy Learning #1.

5 Spencer Baird, Senior Director, Strategy Shining Star Retailer in the US in Share of Market Realities One Retailer. Shining Star. Near Double Digit Total Edible Sales % Change. 2 Weeks. Full Share Point Gained. 2 Weeks. Full Share Point Lost.

6 Spencer Baird, Senior Director, Strategy Learning #2.

7 Spencer Baird, Senior Director, Strategy Zero Sum. Defense. We “Uncertain’ed” Ourselves to a Slow Top-Line Death. Top 10 Categories. Total Edibles. 5 Inflated. +1% Sales Growth. 5 Deflated. -2% Sales Growth. Next 20Categories. Total Edibles. 8 Inflated. +4% Sales Growth. 12 Deflated. 0% Sales Growth. *Source. IRI Total Edibles

8 Spencer Baird, Senior Director, Strategy Learning #3.

9 Spencer Baird, Senior Director, Strategy Results. Accidental or Intentional. Yesterday. 50 Priorities Funneled Down Everything is a Focus Results are an Accident Tomorrow. New Process. 3-4 Priorities – Full Activated Results are Intentional 1-3 Prioritized Focus Areas Focus Action Focus Actions

10 Spencer Baird, Senior Director, Strategy Governing Results. 5 Key Acknowledgements Based on a Better Link to Reality. 1.Clarity is the Nemesis of Chaos. 2.Without Vision, Strategy is Impossible. 3.Answers Aren’t the Issue….Questions Are. 4.Don’t Ask Microsoft to Build Powerpoint Slides. 5.Game Change is +1%.

11 Spencer Baird, Senior Director, Strategy 5 Bias Points for the Future of Managing a Category Organization. 1.Govern, Don’t Manage. Scorecard Everything. 2.Make Compliance Bonus Eligible. 3.Manage Space Top-Down. 4.Embed Loyalty Data. 5.Scrutinize and Reward Presentation of Intention.


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