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Masterfile PEM17-2

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Transcript of Masterfile PEM17-2

PILOT PERFORMANCE
IN THE WORLD

SALES IN
Deputy general manager,
Int’l Sales Division Europe, Pilot Group

Noriyuki Ohmura
PILOT PERFORMANCE
IN EUROPE

VP Sales & Marketing,
Pilot Corporation of Europe

Paul Phelan
CONSUMERS' PURCHASES AND PERCEPTION
European Brand Manager
Ken Schoellhammer
HYAKUNEN 2018:
AN UPDATE

VP Sales & Marketing,
Pilot Corporation of Europe

Paul Phelan
PCE & PARTNERS:
A NEW LEGAL FRAMEWORK

General Counsel & Compliance Officer
Pierre Giraud
Industrial performance
Hyakunen guidelines
PCE OPERATIONS NEWS
Corporate Services Manager
Patrick Forveille
Consolidated sales
results pilot corporation
PILOT Group turnover maintains.
Summary
2016
Billion
Consolidated sales results pilot
corporation
by region
Situation of Japanese market
Competitors’ turnover 2016
Newell Brands: Stationery business
BIC/STABILO: Stationery business only
PILOT/Faber-Castell/Uni/Staedtler/Pentel including other business
¥96.4 Bil.
Market size: ¥20.7 bil.
Market share top 3

No.1 Uni 30.9 %
No.2 PILOT 29.0 %
No.3 Zebra 14.0 %
Market size: ¥15.0 bil.
Market share top 3

No.1 Uni 30.7 %
No.2 Zebra 18.0 %
No.3 PILOT 17.7 %
Market size: ¥4.6 bil.
Market share top 3

No.1 PILOT 40.0 %
No.2 Sailor 14.8 %
No.3 Platinum 11.3 %
Market size: ¥12.9 bil.
Market share top 3

No.1 Uni 19.4 %
No.2 Pentel 17.8 %
No.3 PILOT 14.0 %
Market size: ¥23.9 bil.
Market share top 3

No.1 PILOT 49.4 %
No.2 Uni 15.1 %
No.3 Zebra 13.8 %
Situation of USA market
Market size: $104 mil.
Market share top 3

No.1 Uni 48.9 %
No.2 PILOT 39.8 %
No.3 Private
Brand 6.6 %
Market size: $404 mil.
Market share top 3

No.1 Bic 33.3 %
No.2 Paper Mate 30.9 %
No.3 Private
Brand 11.8 %
No.5 PILOT 6.0 %
Market size: $796 mil.
Market share top 3

No.1 Sharpie 44.3 %
No.2 Expo 26.8 %
No.3 Private
Brand 7.5 %
No.7 PILOT 0.1 %
2015 market size in value (JPY)
2016 market size in value (US $)
$2.2 Bil.
Market size: $406 mil.
Market share top 3

No.1 PILOT 44.5 %
No.2 Uni 13.0 %
No.3 Paper
Mate 9.9 %
*from NPD Data
*from Yano Research
Situation of Japanese and USA market
2015 market share by brand
in value (JPY)
2016 market share by brand
in value (US $)
¥96.4 Bil.
$2.2 Bil.
Million
Average Exchange Rate 2016
1 EUR = 120.27 JPY
1 USD = 0.90 EUR
Worldwide growth of Frixion series
from PILOT Corporation in volume
worldwide sales from pilot corporation
2016 by region
2016 by product
366 Mil
366 Mil
In addition to Frixion series, need to continue pushing historical products such as G-2•BX-V5V7 and new products Super Grip G, Permanent Marker SCA-100/400.

Main driver is Frixion series in the Worldwide.
Gel Ink category in USA is still growing and it is bigger than Ball Point Pen category now. Thanks to G-2, PILOT dominates the market.
In Japan, Gel Ink category becomes the number 1 market share and Frixion series contribute in this category.
Thank you for listening!
by category
by category
in volume
3 pillars for the Operations
1
2
3
Logistic performance
Supply performance
Optimise the performance of the factory to accompany the promotional effort
Hyakunen: Boost sales on historical products
INDUSTRIAL PERFORMANCE
1
Automation, organisation, training, Kanban, lean manufacturing
HOW? :
34 M
45 M
1 year later
INDUSTRIAL PERFORMANCE
1
Hyakunen: Sales & Marketing strategy to develop
INDUSTRIAL PERFORMANCE
1
1 •
Modernisation
2 •
Flexibility
3

Working conditions
WHAT ? :
Blisters activity
20 M
28 M
G2 factory cost
V5 factory cost
e-commerce/mass market
1 year later
INDUSTRIAL PERFORMANCE
1
20 M
28 M
1 year later
INDUSTRIAL PERFORMANCE
1
Modernisation
1 year later
INDUSTRIAL PERFORMANCE
1
Palettisation
1 year later
INDUSTRIAL PERFORMANCE
1
Filling
Palettisation
Filling
1 year later
INDUSTRIAL PERFORMANCE
1
9
cents for small card
14
cents for large card
TBD
for Bonus&Value pack, XL, XXL format
2016 PEM
Performance : cost but not only
success of Bonus&Value pack, XL, XXL format
new machine to print blistercard back for local specificities
2017
1 Target
SUPPLY CHAIN PERFORMANCE
2
at a
expected date
requested packaging
reasonable cost
To deliver at the
products
with the
?
2 Guidelines
SUPPLY CHAIN PERFORMANCE
2
Reduce the inefficiency in the production of all Pilot factories by levelling the monthly orders

Avoid the stock inflation
A unique solution ?
SUPPLY CHAIN PERFORMANCE
2
A unique solution :
SUPPLY CHAIN PERFORMANCE
2
How it works
SUPPLY CHAIN PERFORMANCE
2
What has been done ?
SUPPLY CHAIN PERFORMANCE
2
Facts & conclusions
SUPPLY CHAIN PERFORMANCE
2
Facts & conclusions
SUPPLY CHAIN PERFORMANCE
2
And so what ?
SUPPLY CHAIN PERFORMANCE
2
And now ?
SUPPLY CHAIN PERFORMANCE
2
After 3 months
of datas testing : some conclusions
4 months
to built the modelling, input the settings and create a Pilot environment
3 categories :

a. direct customers (France, Belgium,…)
b. Deliveries to countries from Allonzier (factory, blisters, 23 countries)
c. Direct deliveries to Switch countries (9 countries)
FRIXION BALL FAMILY
1 year later
INDUSTRIAL PERFORMANCE
1
Flowpack - Wallets : attractive costs
WALLETS
reflection
to industrialise the packing
FLOWPACK :
June 2017
In Blue: the history
In Yellow: the history with AZAP model
PCE direct customers
Deliveries from PCE to distributors (23 c.)
Switch deliveries from JAPAN (9 c.)
FRIXION BALL BLISTERS FAMILY
In Blue: the history
In Yellow: the history with AZAP model
PCE direct customers
Deliveries from PCE to countries (30 c.)
Very big differences between end sales data and sales to distributors data
CONSEQUENCE
1
CONSEQUENCE
2
Work closer with YOU to understand your supply strategy and be able to anticipate it
Study possibility of working closer to end sales :
Offering access to AZAP to manage your sales forecasts
CONSEQUENCE
1
Work closer with YOU : TOP 10 countries step 1-2
CONSEQUENCE
2
Work closer to end sales : Sisters step 1-2
Step 1 : Project to start with PNO for the collaborative way :
Give access to PNO to AZAP webgate + develop communication based on data analysis
Step 1 : Project to start with PPD Supply to :
Connect AZAP to PPD’s ERP
Build in AZAP coherent hierarchy for PPD business
Train and support PPD on AZAP for deployment/everyday work
LOGISTIC PERFORMANCE
3
A new picking system
How to prepare, deliver your orders
On Time without Queries at a reasonable cost ?
Frixion impact :
LOGISTIC PERFORMANCE
3
More blisters, FSDU,
stronger seasonality
Docks revamping
1 pallet
5 pallets
10 pallets
Pens in blisters
Pens in dz box
Pens in FSDU
Existing
LOGISTIC PERFORMANCE
3
New
LOGISTIC PERFORMANCE
3
picking system
picking system
New
LOGISTIC PERFORMANCE
3
Order preparation :
new picking system BALEA
picking system
Permanent weighing
by order
6 cartons
simultaneously
Pens
Order preparation flow
Order preparation start point
Blister
100% of the picking area gathered in 1 alley
Picking 100% with dynamic racks in stairs
immediate mistakes detection
LOGISTIC PERFORMANCE
3
Finished orders on pallets ready for docks pickers
Existing
Docks area
LOGISTIC PERFORMANCE
3
New
Docks area
Orders Gathering area
Pallets flow
Orders waiting shipment area
Finished orders on pallets ready for docks pickers
Orders Gathering area
Pallets flow
Orders waiting shipment area
Top protection
automatically
put
LOGISTIC PERFORMANCE
3
New docks area
New wrapping machine
Pallet conveyor
with 5 pallets capacity
Higher protection
against theft
No more tape
but pilot logo directly on the wrapping film
After Back To School campaign 2017
LOGISTIC PERFORMANCE
3
Project planning
new products with ambitious volumes,
LOGISTIC PERFORMANCE
3
What else?
One Concern in 2016 :
100% operational in October 2017
more blisters, new packagings...
growth on historical products,
same concern in 2017…
Storage capacity in the future…
CORPORATE SERVICES
On the road
Why a new Distributor contract
Today there is no written contract,
Why ?
to a new distributor Contract
?
Still, we have had « contractual relations » for years…
As our business and our companies are growing, we need
to be more professional and bring more legal security,
Why ?
We need to
be able to explain and document
the relations between PCE and its: subsidiary, sister companies, and independent Partners-Distributors
with a set of clear and consistent written rules
This is required for different reasons:
Why ?
Pilot Corporation is a
listed company
in Japan with internal control rules…/…
Goverment and in particular
Tax authorities
Why ?
As partners we ourselves need to refer to
« common playing rules »
which apply to all European Pilot Partners
How to do?
How ?
Identify clearly rules that we must all refer to:
Common standard technical rules
Duties and rights
Good practices
Rely on experience:

what is working, what should be improved or clarified
How ?
PCE started to work on a project that must be shared with Pilot Japan first
Then, the project will be submitted to every Partner for discussion and signature
It should be tested by independent tax and distribution lawyers to verify that it is clear and balanced and that it provides the correct level of legal security
WHAT CONTENT?
What ?
The
main part
of the contract will be roughly the
same for every PCE Partner
, (including subsidiary and sister companies)
Special conditions of sales in
appendix
can bring flexibility, adapt to local situation and will be discussed every year
What ?
Forecasts and objectives
It will clarify or develop some key points such as:
Use and defense of the trademark
Do's and don’ts
Cooperation, support on Marketing actions
What ?
It will take into account the seniority of our relations and if necessary adjust to reality
It will include new standards such as
« the PCE statements »
in terms of social, anti-bribery, environmental, ethical conditions
When ?
2017 !
We started already e.g. last year, with the
« Happy writing marketing guidelines »
presented in Bucharest
34 M
39 M
45 M
21 M
Pce to countries
115,2
2016
2015
2014
PCE Sales-in (M€)
126,5
144,2
14%
Countries’ sales-out
219,8
2016
2015
2014
Total Sales-out (M€)
232,4
244,4
5,2%
Top sales-out
2016 Countries’ Sales-out

M€ % Evolution vs. 2015
53,6
France
PPD
Italy
Spain
UK
Poland
Russia
PNO
Israël
Norway
+3%
31,2
+7%
27,8
+10%
25,9
+4%
+5%
14,3
+11%
14,2
+4%
11,5
+9%
10,9
+13%
9,6
5,2
-11%
Top increases (10%< )
2016 vs.2015
Sales-out
increase in value
155%
Acroball/G2, V5/7, Vball and VBall Grip (qty % )
Israël
Italy
Germany
UK
Greece
Nordic
30,7%
13,2%
8,7%
6,5%
2,9%
2016 vs. 2015
Increase in orders to PCE
turnover / inhabitant
2016 Ratio
€ Sales-out / Inhabitant
players
Focus
on global
OES TOP 5 GLOBAL PLAYERS’ EVOLUTION
From 2013 + 8 % in T/O with our GP; +°1 %
OES GP TOP COUNTRIES’ EVOLUTION
Staples & Office Depot have new owners
Expenditure of buying group
Fusion / acquisition
The European and local portfolio in TURBULENCE
European customers are driving their efforts more and more centrally on the web
E-commerce development, ex. Amazon business
in GERMANY & UK
GLOBAL PLAYERS
MASS MARKET
MASS MARKET
Total Business evolution (M€)
MASS MARKET
Global players 2016 Results – M€
MASS MARKET
TOP 20 COUNTRIES
Turnover-€ and Evolution-%
Mass market CONTEXT AND CHALLENGES
Distribution
transformation
Trafic of « Big Box » stores is suffering
Growth of everyday value channels with reduced assortment
Distribution is continuously trying to re-invent itself
Groups look for European and local alliances
Non-food categories are challenged by e-commerce, but still perform well during BTS
MM needs branded goods to generate traffic, differentiation and profitability
PILOT
challenges
Pilot’s turnover and market share is up
Strengthen European partnership against competition,
and use experience with locals
Follow a coherent price policy across Europe
Continue to extend in smaller formats, soft discounters, specialist with adapted offers
Increase visibility during key events, to protect and optimise products
Push European blisters , industrial target and awareness tool.
MM channel,
a powerful showcase
Pilot will continue
to invest
Provides volumes
and visibility
Become
N°1
in consumer
satisfaction
Mr. Hiromoto Watanabe
Chairman & Representative Director
2016 Challenges
Diversify product portfolio
Counter new entrants in our key categories
Adapt to the digital age
2016 Challenges
Diversify product portfolio
Counter new entrants in our key categories
Adapt to the digital age
The 3 Pillars of PCE plan
Boost our traditional products
Keep lead in thermosensitive products
Achieve
our digital transformation
The 3 Pillars of our plan
Regular range
The 3 Pillars of our plan
Thermosensitive Ink
The 3 Pillars of our plan
Digital
The 3 Pillars of our plan
PAST
FUTURE
What we achieved so far:
PCE Sales (PCS)
Regular range
G2 V5-7 Supergrip (Value% )
2015 vs.2014
Increase in orders to PCE
Regular
range
Regular
range
Regular
range
Germany
Regular
range
Germany
Regular
range
Spain
Regular
range
united kingdom
Regular
range
united kingdom
Regular
range
Italy
Regular
range
greece
Market share in gel rollerballs
Regular
range
Market share in liquid ink rollerballs
Regular
range
Looking forward: Regular range
Continued support in 2018
Regular
range
What we achieved so far: Regular range
PCE Sales
Regular
range
Permanent Marker 100/400
Listed in Lyreco & Office Depot
European assortment in 2017
Listed in ADVEO
European Assortment - compulsory in 2018
Staples
European assortment in 2018? - TBC
Looking forward: Regular range
Regular
range
Looking forward: Regular range
Deroanne
Müller-Wegner
Chapier
Arpaca
Alkor
Fiducial
JM Bruneau
UDEP
Interdacta
….
Staples, RKV,
Penstore,
Tingstad,
Officeday,
Wulff,
Lomax
DSG (BILKA)
Otto
Printus
In Ufficio
Myo+
Office
Distribution
SCA 100/400 Listings in Europe
Wow
Exertis
On-line traders
Indep. retailers
Regular
range
Looking forward:
SupergripG range extension
Regular
range
Looking forward:
G-2 and V5 range extension
Regular
range
Looking forward:
New products in the regular range
Regular
range
The plan is working
Remain focused
We are gaining ground
Looking forward:
Still in a dominant position as category creators
What we achieved so far: Thermosensitive Ink
Thermosensitive
Stronger brand identification, refill range extension
What we achieved so far: Thermosensitive Ink
Thermosensitive
What we achieved so far: Thermosensitive Ink
Thermosensitive
What we achieved so far: Thermosensitive Ink
Thermosensitive
Worldwide cumulated sales of FriXion pieces since 2006
1,900,000,000
New entrants in the Thermosensitive category
Thermosensitive
Uniball’s new model in Japan: “R:E”
New entrants in the Thermosensitive category
Thermosensitive
BIC'S NEW GEL-OCITY
New entrants in the Thermosensitive category
Thermosensitive
Bic’s limited edition thermosensitive rollerball
Bic’s Star Wars range of the same pen. Picture taken by a French Pilot salesperson, Autumn 2016.
New entrants in the Thermosensitive category
Thermosensitive
Bic in Italy
New entrants in the Thermosensitive category
Thermosensitive
Numerous minor competitors (Germany)
New entrants in the Thermosensitive category
Thermosensitive
Numerous minor competitors (Hungary)
New entrants in the Thermosensitive category
Thermosensitive
Many new entrants... but a very difficult market!
What we achieved so far: Thermosensitive Ink
Thermosensitive
Bic’s new thermosensitive rollerball
LOOKING FORWARD
Thermosensitive
PCE Currently working with HQ to improve undersized Pilot logo
looking forward
Thermosensitive
Because FriXion should contribute better…
… to the
Team Pilot
looking forward
Thermosensitive
Keywords for the future branding:
FUSION VISIBILITY CONSISTENCY
looking forward
Thermosensitive
FrixBook V2
2018
a new
other writing category
in an established
FriXion product
Digital
Digital
transformation
Amazon Business: an unavoidable trend
What we achieved so far: Digital
Digital
transformation
A new digital tool in PCE:
Akeneo, a Product Information Management System
What we achieved so far: Digital
Digital
transformation
New websites
currently
being
launched
What we achieved so far: Digital
Digital
transformation
Investing
in e-commerce
Digital
transformation
looking forward
100th AnniversaryWebshop
What we achieved so far: Operations
Modernisation
of production processes
AZAP forecasting tool
New robots
Looking forward: legal
Pierre Giraud
Prospects are good
The downward trend
on traditional products has been reversed
Pilot's innovations in Thermosentive market
keep competitors at bay
In 2018, the anniversary campaign with Mika
will turbo boost our objectives
SALES OUT
1st Source of DATA
GfK: Measuring transactions to consumers in 9 countries
2nd Source of DATA
Harris: Measuring perception of consumers in 10 countries
ABSOLUTE PERFORMANCE
VS
RELATIVE PERFORMANCE
ABSOLUTE PERFORMANCE
VS
RELATIVE PERFORMANCE
GENERAL DYNAMICS OF
13PG
MARKET, EU9
STRONG GROWTH
IN 2014 & 2015
+5% VOL
+8% VAL
2016
- 2.1% VOL
- 1.4% VAL
GENERAL DYNAMICS OF
13PG
MARKET, EU9
ROLLERBALLS -1.1%
CORRECTION -1.4%
FOUNTAIN PENS -2.6%
BALLPOINTS -3.8%
MECH.PENCILS -3.9%
CRAYONS -8.7%

(EVOL. IN VALUE)
GENERAL DYNAMICS OF REFILLS MARKET, EU9
ROLLERBALL REFILLS

+ 7.2% IN VALUE
+ 7.9% IN VOLUME
GENERAL DYNAMICS OF
8PG
MARKET, EU9
GERMANY
+ 3.7 VOL
+ 3.3 VAL

SPAIN
+ 3.7% VOL
+ 2.8% VAL

ITALY
- 0.2% VOL
+ 6.4% VAL
FRANCE
- 1.3% VOL
- 0.6% VAL

UK
- 0.1% VOL
- 15% VAL (but €/£)
DYNAMICS OF BALLPOINT MARKET, EU9
0.4% VOL
-3.8% VAL

VALUE WAS
DESTROYED
BIC CRISTAL, DOWN
BIC 4 COLOURS, STRONG

PAPER MATE SELLING MORE BUT DESTROYING VALUE

SCHNEIDER IS PERFORMING


AVG PRICE OF A BP
-3.4%
VS. 2015
MARKET SHARES, BALLPOINT, EU9, VOLUME
DYNAMICS OF
ROLLERBALL MARKET

INCLUDING REFILLS
Rollerballs + Refills, EU9, M Pieces
Total
161.5 170.9 177.1 184.6 184.0 MPcs
Rollerballs + Roller Refills, EU9, M Euros
Total
248.7 270.8 288.6 313.4 315.0 M€
Pilot's Market Shares %, 8 PG - EU9
PILOT’S
POSITION
EU9
Pilot is no.4 in volume
Market Shares % Volume, 8 PG - EU9
Pilot is no.1 in value
Market Shares % Value, 8 PG - EU9
Ranking of market share Value %, 8PG
ABSOLUTE PERFORMANCE
VS
RELATIVE PERFORMANCE
Our performance relative to the plan
Focus on traditional products
Maintain our
thermosensitive
lead
Rollerballs + Roller Refills, EU9, M Euros
Total
248.7 270.8 288.6 313.4 315.0 M€
MPcs – EU9
Market Share Gel, Value % EU9
Market Share Liquid Ink, value%, eu9
Focus on traditional products
Maintain our
thermosensitive
lead
Our performance relative to the plan
Rollerballs + Roller Refills, EU9, M Euros
Total
248.7 270.8 288.6 313.4 315.0 M€
Evolution of Pilot’s Share of Market in
(Thermo Rollers + Thermo Roller Refills), EU9
Value
Volume
value evolution
EU9
?
Productivity is suffering
Mikomi project
Promotion information
Customers collaborative information
Purchase
orders
Production
orders
MRP settings

Customer
orders
Stocks
Sales forecast
18 months projection
Safety stock proposal
Sales history (4 years)
Products and customers data
PCE E.R.P.
SOME ELEMENTS
OF CONSUMER PERCEPTION
Become
1
No.
in consumer
satisfaction
Fulfilment of one's wishes, expectations,
or
needs
, or the
pleasure
derived from this.
PILOT
BIC
«Would you say you are satisfied with Pilot’s pens?»
3
Top 2:
Bic, Stabilo
BELGIUM
PILOT
No.
2
PILOT
No.
Top 2:
Faber Castell, Edding
GERMANY
Top 2:
Bic, Stabilo
FRANCE
No.2:
Faber Castell
GREECE
1
PILOT
No.
No1:
Bic
ITALY
no.
6
no.
7
«Would you say you are satisfied with Pilot’s pens?»
3
Top 2:
Bic, Staedtler
POLAND
PILOT
No.
Top 2:
Parker, Schneider
ROMANIA
No.2:
Bic
SPAIN
Top 2:
Bic, Stabilo
SWEDEN
1
PILOT
No.
Top 2:
Parker, Paper Mate
UK
no.
5
no.
4
no.
8
% of awareness (Autumn 2016)
Q. Do you know Pilot?
« Yes »
Satisfaction Ranking x Share of Market
Aided Awareness x Share of Market Val%
AS A CONCLUSION
Overall positive performance
but
Overly reliant on thermosensitive products
LOOKING FORWARD
WE COUNT ON SUPERGRIP-G AND SCA100/400 PERFORMANCE IN 2017
LOOKING FORWARD
2018 CAMPAIGN WITH MIKA
WILL BOOST PILOT BRAND
AS A WHOLE
Billion
¥34
Newell
Brands
€ 1 748
2016 VS. 2015
2016 VS. 2015
42.6%
9.6%
1.3%
Pilot
FriXion Ball
FriXion Clicker
FriXion Refills
PPUK PRODUCED A film for V5 (CINEMA CAMPAIGN)
IMPROVED BRANDING!
Pilot
Awareness Vs. Satisfaction Ranking
BIC
Stabilo
PM
Stabilo
BIC
Edding
PM
Pilot
Uniball
Pilot
Uniball
CONTENTS
Consolidated sales results of PILOT Corporation

Situation of Japanese market

Situation of USA market

Competitors’ turnover 2016

Sales progress of Frixion series
Average Exchange Rate
Euro 134.31 JPY 120.26 JPY
US$ 121.10 JPY 108.78 JPY
Total
1.9 Bil. pcs achieved!
Let's restart at...
+ 0.5% Vol
+ 1.8% Val
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