WEBVTT

1
00:00:04.240 --> 00:00:07.080
Pernod Ricard is a wine and spirits company.

2
00:00:07.360 --> 00:00:11.760
You probably know better
our brands, for example, Absolut Vodka,

3
00:00:11.760 --> 00:00:13.440
Jameson, Havana Club.

4
00:00:13.920 --> 00:00:16.560
And to give you an idea, our turnover

5
00:00:16.560 --> 00:00:19.520
is slightly over €10 billion yearly.

6
00:00:20.160 --> 00:00:25.080
Our vision has been to anticipate
and fulfill the consumer demand

7
00:00:25.080 --> 00:00:29.720
by making sure that consumers will
find the brand that they expect

8
00:00:29.720 --> 00:00:32.160
at the moment which is convenient for them.

9
00:00:32.960 --> 00:00:37.760
We went through a prioritization process
with BCG and BCG X

10
00:00:37.920 --> 00:00:42.360
and decided to focus on three
key digital programs.

11
00:00:42.920 --> 00:00:45.760
The first one that we've called
internally Matrix,

12
00:00:46.200 --> 00:00:49.080
we are able to identify

13
00:00:49.280 --> 00:00:53.160
what should be the right level
of investment between each of the brands.

14
00:00:53.280 --> 00:00:59.800
So, it could be out-of-home displays,
it can be activation in stores, digital media.

15
00:01:00.520 --> 00:01:02.680
And we are able to fine-tune

16
00:01:02.920 --> 00:01:05.640
each of the investments
we are doing per touchpoint.

17
00:01:05.920 --> 00:01:10.920
So, this is not just a tool for optimization,
but also a new process and is creating

18
00:01:10.920 --> 00:01:15.000
new conversations within the companies
for each of our affiliates.

19
00:01:15.840 --> 00:01:20.440
Our second program is called RevUp,
growing our revenue.

20
00:01:20.560 --> 00:01:25.640
It's about helping key account managers
providing insights, which are based on

21
00:01:25.640 --> 00:01:30.760
the consumer demand, to identify
what is the best mechanism for promotions.

22
00:01:31.160 --> 00:01:34.160
And the tool is also optimizing
the calendarization

23
00:01:34.160 --> 00:01:37.840
of all the promotions for a retailer.

24
00:01:37.920 --> 00:01:41.800
Our third project is called D-Star.

25
00:01:41.960 --> 00:01:47.880
What it does is that each Monday
it will give to each sales representative

26
00:01:48.160 --> 00:01:53.800
a recommendation of 20 or 30 outlets
to be visiting this week.

27
00:01:54.000 --> 00:01:57.480
And this recommendation
is based on the information

28
00:01:57.480 --> 00:02:00.360
of the sell-out of each of the outlets,

29
00:02:00.680 --> 00:02:07.360
but also the socioeconomic profile
of people living around each store.

30
00:02:07.560 --> 00:02:11.640
So, it's in fact millions of points of
data which are made available

31
00:02:11.640 --> 00:02:14.880
to each sales rep in a really
simple interface.

32
00:02:15.600 --> 00:02:21.320
Building capabilities has been a challenge
from the beginning because our objective

33
00:02:21.320 --> 00:02:26.880
has always been to have a complete
ownership of the solutions over time.

34
00:02:27.240 --> 00:02:31.680
And this is where the help of BCG
and BCG X has been fundamental

35
00:02:31.680 --> 00:02:36.280
because not only we were, with their
support, defining and deploying

36
00:02:36.440 --> 00:02:40.680
the next steps of the programs,
but at the same time building a team.

37
00:02:40.920 --> 00:02:44.320
So you need not only to recruit
but also to structure the team.

38
00:02:45.200 --> 00:02:51.560
The expertise which was brought that
helped us to deliver faster proof of value

39
00:02:51.560 --> 00:02:54.800
in the pilot markets
we had on each program.

40
00:02:54.960 --> 00:03:02.240
And today, we are completely autonomous,
not only to develop new functionalities

41
00:03:02.240 --> 00:03:03.840
in the existing programs,

42
00:03:03.840 --> 00:03:08.280
but also to deploy complete
new programs in new markets.

43
00:03:09.320 --> 00:03:12.320
We can see now, after three
years of implementation,

44
00:03:12.560 --> 00:03:17.800
the actual P&L impact that we are having,
whether it's additional net sales

45
00:03:17.880 --> 00:03:21.080
that we are generating or more
contribution margin.

46
00:03:21.520 --> 00:03:27.080
Without the teams from BCG, we wouldn't be
where we are today in this transformation program.