Demand Generation
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Transcript of Demand Generation
Demand Generation
Enterprise Competitiveness Council / Supply Chain Leadership Committee Meeting - Key Largo, FL
April 25 - 29, 2007
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Panel of Experts
Speakers– Kathie DiChirico, President, Visionary Strategies
– Richard Lusk, VP, Operations, Vanity Fair Intimates
– Jan Hilger, Dir of Product Development, HUGO BOSS
Committee Chair– Brett Mathes, VP, Engineering, Carhartt, Inc.
Moderator– Steven McLendon, VP, Sales, TradeCard, Inc.
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Session Overview
Introductory Comments
Kathie, Richard, and Jan’s Key Points
Summary
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Demand Generation Introduction
People Driven Process
No ONE right process for ALL
Collaboration minimizes risk
Do it with PASSION
Really Know Thy Customer!
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Market Orientation Kathie DiChirico
Proper Market Orientation Grows– Customer satisfaction & Loyalty
– Company Size
– Corporate Profitability
Customer Alignment Gives Right to Lead Market
Leverage Market Knowledge to Create Demand & Direction
“I skate to where the puck is going, not to where it is.”
Wayne Gretsky
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Indicators of Poor Understanding of Customers and Competition
Unfocused Competitive Position
We Have it Too--response
Excessive Customer Turnover
Market Share Instability
Inconsistent Profits
Accounting Maneuvers Drive Financial Results
Pressure for Short Term Profits
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1. CUSTOMER FOCUS: An obsession with understanding customer needs and delivering customer satisfaction.
2. COMPETITOR ORIENTATION: Continuous recognition of competitors’ sources of advantage, competitive position, and marketing strategies.
3. TEAM APPROACH: Cross-functional teams dedicated to developing and delivering customer solutions.
What the Best Do!
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Demand Generation:Take-A-Ways
Customer retention can lead to 50%+ growth in profitability with essentially no increase in market share of sales revenue required
Ensure your market knowledge creates a continuum spanning customer orientation, product positioning, presentation, distribution channels, product development, the product itself, and product/ customer service.
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Demand Generation Richard Lusk
Understanding, Creating & Seizing Consumer Demand
17 Brands, 3 Distinct Channels, North American and Europe– Department/Chain Stores
– Mass Merchants
– Specialty
Segmentation By Customers Needs and Emotional Attachments
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Consumer Segmentation
Enthusiasts Classics Basics
Premium Channels
Value Channels
Involvement High
High fashion brands, variety of styles
Medium
Function, beauty and high performance brands
Low
Basic comfort and styling
Functional Benefit
Shaping clothing, breast enhancement
Body and breast shaping Comfort, natural feel, support
Emotional Benefit
Feel good, self expression, use of brands as a badge
Feel secure, pretty and appropriate
Feel real, casual and appropriate
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Tools Richard Lusk
Planning Engine
PDM bill of material requirements
Production Plan
Customer Delivery
ERP Production System
Capacity Management
Material Availability
Inventory
Prioritized Demands
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Richard’s Take -A-Ways
Consumer-Centric Approach Drives Sustainable Growth
We Plan our Work, Work our Plan– Consumer Input
• Macro Trends, Segmentation Refinement, Focus Groups, Proto Validation
– Development Process• Innovative, True to Merchandising
Theme, Production Worthy
How else could they be successful selling something that most women do not like the buying experience?
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Demand Generation Jan Hilger
HUGO BOSS– Branding that defines a fashion
style and optimizes a lifestyle
– Creating Unforgettable Experiences
– The purchase is part of the prize
– Master the 3 A’s—Adaptability, Alignment, Agility
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Demand Generation Jan Hilger
BOSS Black Mens-/Womenswear
Sophisticated business looks, elegant eveningwear and casual leisure outfits for modern woman and men needs Meticulous workmanship, beyond short-lived trends.
.
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Demand Generation Jan Hilger
BOSS Green Menswear
For athletes and active outdoor performers - each and every collection piece optimally fulfills its function.
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Service the Brand Jan Hilger
Campaigns
Licensing Partnerships
Events– Fashion Shows in Global Capitals
– Formula One Racing
– Golf Sponsorships
– Supporting the Arts
– BOSS Shops
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The Prize
Purchase Supports the Prize
Each Purchase to be your Prize
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Common Elements
Really Know Thy Customer
Collaboration is Key—extend visibility, gain market knowledge, know what we don’t know
Adapt—go where they are going
Alignment—product to customer, channel, partners, experience
People—they’ll tell you what they want, just ask and listen
Passion—spurs success, just like a smile is contagious
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Summary
Collaborate to extend your reach and minimize risk
While technology is the shovel, People are the drivers
There’s No ONE right answer
Each sell is the results of multiple sells—brand to retail, brand to consumer thru retailer
Deloitte Study indicates that a 2% increase in conversion from shopper to buyer increases sales by 10%
Customer retention is the most effective path to dramatically increase profits
KNOW THY CUSTOMER
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Thank you Kathie, Richard, & Jan
Kathie DiChirico, President, Visionary [email protected]
Richard Lusk, VP, Operations, Vanity Fair [email protected]
Jan Hilger, Dir of Product Development, HUGO [email protected]