Sales institute of ireland mobile technology event
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Sales Institute of Ireland Mobile Technology Event. Ger Corkery 7th Nov 2012. Who are Molson Coors. Leading global brewer with 19,500 employees*, 39 breweries*, and operations in more than 40 countries Diverse portfolio of more than 95 strategic and partner brands

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Sales institute of ireland mobile technology event

Sales Institute of IrelandMobile Technology Event

Ger Corkery

7th Nov 2012


Sales institute of ireland mobile technology event

Who are Molson Coors.

  • Leading global brewer with 19,500 employees*, 39 breweries*, and operations in more than 40 countries

  • Diverse portfolio of more than 95 strategic and partner brands

  • Leading brands and strong presence in three of the world’s largest markets

    • Second largest brewer in the U.S. Through MillerCoors (JV with SABMiller)

    • A leading brewer in Canada via Molson Coors canada

    • Top tier brewer in U.k. & Ireland through Molson Coors UK

  • Leading brewer in Central Europe through Molson Coors Central Europe operating in 9 countries

  • Focus on global growth, leveraging Molson Coors International as entrepreneurial global business unit

* Includes employees at all partially and wholly owned subsidiaries


Sales institute of ireland mobile technology event

Our Businesses


Sales institute of ireland mobile technology event

Our Businesses


Sales institute of ireland mobile technology event

What Sets Molson Coors Apart

  • Brewing Heritage: 350 years of pioneering spirit & family brewing heritage with Molson and Coors families retaining significant ownership in the business

  • Extraordinary Brands: A long standing commitment to building strong brands that excite and inspire beer drinkers

  • Leading Innovations: A passion for delivering value-enhancing innovation for drinkers worldwide

  • Global Partnerships: A successful track record of former brewer partnerships that generate value for both parties

  • Culture of Responsibility: A strong sense of doing business the right way and playing our part in the communities where we operate

  • Drive: Molson Coors is focused on becoming a top global brewer in profit


Sales institute of ireland mobile technology event

Portfolio of Extraordinary Brands


Sales institute of ireland mobile technology event

Molson Coors in Ireland

  • A New Business: Molson Coors Ireland established operations in Jan 2010

  • Driving Employment: We have recruited nearly 50 people in the last 3 years with 15+ additional jobs planned for 2013. We also support a number of indirect jobs through our distribution model & Technical support for our Draught Estate.

    • Includes a motivated & capable Sales Team who visit every stocking outlet on a regular schedule

  • Growing in a difficult Economy: Molson Coors has grown by 30% in 2011 and is up 70% YTD in 2012. Our brands now represent over 11% of Lager sales on the Island

  • (*source Nielsen/RetailworxSept 2012)

  • Engaged with the Industry to “Champion the Pub”

  • Investing in Ireland: From 2010 to 2012 we have invested over €21m in the Irish Business

  • Planning for Growth:

  • In the next 5 years we plan to accelerate our growth to double our business in Ireland…..


Sales institute of ireland mobile technology event

So in Summary……

Molson Coors is a Global Brewer with “Big” ambitions & the Ireland Business Unit is set up to realise same…..

So how does mobile Technology help?

In summary, it improves the “Efficiencies & Effectiveness” of our people & how we do business.

I’m going focus on mobile technology from a field sales perspective for the balance of my presentation


Sales institute of ireland mobile technology event

Let’s remind ourselves of where we have come from….

Not very effective or efficient…..


Sales institute of ireland mobile technology event

Where are we at now?

Integrated Systems & technology solutions that are “fit for purpose”


Sales institute of ireland mobile technology event

Molson Coors Field Sales Team Technology

  • Smart-phones

    • They naturally make phone calls, text, MMS etc

    • However also have email & calendar capabilities

    • “Apps” like margin calculators, memo’s etc add further value

  • Laptops

    • Still best for “building” presentations, commercials reports.

    • Access to shared drives, internal systems eg SAP

  • Tablets

    • Extremely mobile & ideal for viewing & presenting

    • Field Data capture

    • Mobile email access

  • Box

    • Cloud Storage / back up of work files

    • Collaboration & file sharing


Sales institute of ireland mobile technology event

Molson Coors Field Sales System Overview

IntelliBrand from Wasptech Ltd.

Customer Info & Journey Planning

Field Data Capture

Digital Sales Folder & Customer Presentation Tool

Business / Personal Objective Sharing & Reporting

Notes / Tasks Capture & Reminders

Samsung Galaxy Tablet

Email & Communication


Sales institute of ireland mobile technology event

What get’s measured, get’s done…

Driving Behaviours

Head Office / Management agree Objectives

Performance Reports are generated

Rep completes Structured Sales Call

Reports Identify Opportunities

FSS Questions / ProcessesDrive Behaviour in Outlet

Rep capturesData on Tablet / FSS


Sales institute of ireland mobile technology event

Sales levers

What we measure

Permanent

Temporary


Sales institute of ireland mobile technology event

Mobile Technology aids Management

  • We already established “What gets measured gets done”

  • Now imagine putting a value on each of these interventions…..

  • You can pretty quickly put a value on what the team & individuals are delivering…..

  • This helps the Field Sales Manager to;

  • Pay for performance – Reward & Recognition

  • Prioritise the higher value interventions

  • Justify the value of the team & build arguments to increase the team

  • Understand what team members need more support / development

  • Across the other business functions, this detail aids;

  • Shaping future strategies & Account Plans

  • Head Office negotiations / agreements with Key Customers

  • Development of Brand Activity, POS Solutions etc

  • Accuracy of forecasting

Ultimately “Brilliant Execution” of high value interventions is the spearhead of our Business


Sales institute of ireland mobile technology event

Cost vs Benefits of mobile Technology

Mobile Technology sounds expensive, but is it really?

  • A quality tablet computer costs about € 400….

  • Use it as a Digital Sales Presenter & remove the cost of printing Brand Pages, Visual Selling Aids etc

  • We found printing & postal savings per user to be over € 500 per year. (net saving of € 100 in Year 1 & more in Year 2)

  • We also found that the digital presenter worked better

    • Customers wanted to see more content

    • Sales people maintained a more up to date suite of selling tools

    • Sales Tools are more comprehensive & easier to access.

      • Thereby enabling more sales opportunities to be realised


Sales institute of ireland mobile technology event

Some Learning’s

  • On Technology in general.

  • Hardware is only an enabler

    • Its how you use the Hardware / software that delivers the value…

  • Provide on-going training to all stakeholders for the technology that they have to aid their roles.

    • Especially focus on Software & Programs.

  • Appoint & Develop Super-Users across your Organisation.

  • Minimise the use of alternatives or “the old system”

  • On Field Data Capture

  • Less in More.

    • Data Capture is not Selling.

  • Measure only what matters & only if you can influence it.

  • Be consistent with your measures – “Trend is my friend”

  • Create simple reports that are easily interpreted & relevant to their audience.


Sales institute of ireland mobile technology event

Thank You….


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