O&W is successful multi-brand house, in many respects, due to just that. We are proud to offer a variety of products to meet help meet all of our accounts needs. From national brands to local brands the same planning processes thru to street level execution are executed as follows:
Annual Supplier Meetings: suppliers meet with the President, Sales Manager, and VP Marketing mid fall to develop the Annual Sales Plan for the following year. Annual meetings cover:
– Volume goals for each key brand and package
– Distributional goals
– Key initiatives for On and Off Premise including target account hit lists and draft initiatives
– Display targets
– New package innovation, products launches, portfolio mixes
– P.O.S. objectives
– National and local programming
– Budgets
Trimester Supplier Meetings: these are set up to ensure that all target goals set in the Annual Sales Meeting are on track. These are also used as a time to address the entire Sales Force in a Friday meeting to talk about upcoming programs, hold a sales rally, conduct crew drives and kick offs..
Monthly Supplier Meetings: suppliers will meet with the Sales Manager and other key personnel to plan the monthly objectives for the brands and items to be featured in the upcoming month. To encourage growth, the monthly Sales Plan includes a package of incentives tied in with each featured brand for the month. Over half of the salesmen’s compensation is made up of the bonuses from these sales incentives, the rest from commission. The commissions are double for Import and Craft brands. The monthly Sales Plan includes:
– Volume Goals
– Distributions Goals
– Display Goals
– New placement Goals
– Specific targets for the On Premise including: On Premise Promotions, Features, Beer of the Months, new draft placements
– Focus weeks and specific crew drive days
