Stephanie Bazan Dashboard

Project Goals

Project Goals
OND
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Cure Bowl + i1 0

Develop and sell in a Cure Bowl themed shopper activation in one (1) retail account in the FL region

OND SEASONAL DISPLAY SELL IN + 16,927 30,300 i10,000

Sell in a total of 80.3k EQ bins for the entire OND season (excludes SGK)

Project Goals
SEASONALS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
BIG GAME SEASONAL PROGRAMS + 80,000 i28,000 0

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of 108K EQ bins.

CINCO SEASONAL PROGRAM + 40,000 i11,600

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of 51.6K EQ bins.

Project Goals
COUPONS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
TRADE ACCOUNT SPECIFIC COUPON REDEMPTION + i18 0

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year

COUPONS SHORT TERM SALES - TARGETED VS NON TARGETED + i50

Deploy a year round shopper and trade coupon campaign to support our seasonal, shopper power account, and loyalty offers targeting a departmental 50% ratio in targeted coupons.

Project Goals
BAG & BULK STRATEGY
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
TARGET THE CLUB CHANNEL- COSTCO (OND + POST SB) + i100 0

Deploy a minimum of 2 bag programs with TPR support. Achieve a 75% volume/unit lift for OND and a 50% volume/unit lift for POST SB vs YAG in all participating divisions. Results pending information from the account. Target lift can be updated pending projection from the account PRIOR to the implemenation of the program. Objective scored 50% for each wave.

BAG & BULK MIX ANALYSIS + 0 0 0 i1

In partnership with Research & Analytics Team, provide 2 update for bag/bulk mix by top 10 US avocado markets (one during the fall and the 2nd in January) and analysis with actionable recommendations.

ALDI - OND & SPRING: + i100

Deploy 1 wave of Education bags during OND targeting a 15% unit lift vs YAG in participating top performing divisions and 1 wave of Education bags during Spring targeting a 20% unit lift vs YAG in participating top performing divisions. Results pending information from the account. Target score can be updated pending projection from the account PRIOR to the implemenation of the program. Objective scored 50% for OND and 50% for Spring.

TARGET THE CLUB CHANNEL- COSTCO (CINCO + SUMMER): +

Deploy a minimum of 2 bag programs with TPR support. Achieve a 50% volume/unit lift vs YAG in all participating divisions for Cinco and Summer. Results pending information from the account. Target lift can be updated prior to the start of the program.

Project Goals
EDUCATION
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
WALMART CHANNEL STRIPS + 0

Launch a branded in-store POS program featuring education messaging in Walmart.

EQUITY INDEX - NON HISPANIC FY 24 + i3

Drive a result above the 5 year avg score of 3.39 among Non Hispanics by end of FY 24.

EQUITY INDEX - HM FY 24 + i4

Maintain Hispanic score of 3.89 by FY 24 End (Excluding English Preferred).

AVO U'S - LIVE + 1 0 0 0 1 1 1

Secure six on-site operator Avo U's by end of FY 24 (to be weighted 80% vs on Demand)

AVO U'S - ON DEMAND + 0 0 0 1

Secure two virtual Avo U's (mixed groups) by end of FY 24 (to be weighted 20% vs Live)

Project Goals
MERCHANDISING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
CUSTOM DISPLAYS & POS - TIER 1 -2 ACCOUNTS + 0 2 0 1 1 1 0

Develop and deploy custom portable solutions or POS (ie: ripe now ripe later dividers) to 6 Tier 1 -Tier 2 accounts

PORTABLES - PERMANENT + 0 0 13,751 4,746 6,600 6,600 6,600 6,600 6,600 6,600 i1,400

Develop a portable merchandising plan and achieve a sell-in of 67.4k EQ equivalized portables in addition to our seasonal bin displays.

Project Goals
SUMMER
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SPECIAL SUMMER RETAIL TRADE PLAN - MAY - AUGUST 2024 + 0

Develop a May 2024 - August 2024 market and retail specific summer plan and approach based on market conditions by December 30th, 2023. Plan should coninue to protect share in Kroger, AHOLD, SEG, COSTCO, PRICE CHOPPER AND ALBERTSONS.

Project Goals
H&W
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SUSAN G KOMEN - NATIONAL + i42,760 0

Develop a national Susan G Komen program to reinforce the H&W strategic pillar with a sell in of 44,7k EQ bins (inclusive of Food Lion)

H&W EQUITY INDEX-NON HISPANIC + i30

Maintain the healthy/nutritious recall at 30% among GM on the FY 24 Spring Brand Tracker

H&W EQUITY INDEX-HISPANIC + i25

Increase the healthy/nutrtitious recall from 23% to 25% among HM on the FY 24 Spring Brand Tracker

Project Goals
CORE USES
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HEB - CORE USE - AVO WORTHY - CFP + i10 0

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 10% unit increase vs prior year in support of CFP. Results dependent on information provided by HEB. 

HEB - CORE USE - AVO WORTHY - SPRING + i5

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 5% unit increase vs prior year during Spring. Results dependent on information provided by HEB. 

HANDHELD AVOCADO MENU PENETRATION + i46

Increase menu penetration for avocados on handhelds from 45.9 TO 46.4 by fiscal year end as measured by DataEssentials.

Project Goals
HISPANIC
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HISPANIC HERITAGE MONTH + i100 0

Develop and deploy a HHM shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City.  Target 15% unit lift in the accounts that are measured by Nielsen.  The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

POST SUPER BOWL + i100

Develop and deploy a post Super Bowl shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City. Target 10% unit lift in the accounts that are measured by Nielsen. The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

HISPANIC BAGS + 1

Develop and introduce our first bag program with our new Hispanic brand messaging and introduce into 1 of the top 10 Hispanic acccounts

Project Goals
PERIMETER OF THE STORE
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
PARTNER DISPLAY PROGRAM + 0

Develop and launch a perimeter merchandising program with a partner in a Tier 1 or Tier 2 account by April 2024. Provide a post mortem assessment and recommendation by Planning FY 25.

TURN-KEY KITS + 0 0 0 0 1 1

Develop and deploy turnkey kits in a minimum of 3 tier 1 and/or Tier 2 retail accounts

Project Goals
BRANDING AT POS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
PACKAGING PLAYBOOK + 0

Develop and deploy a packaging standards playbook and incorporate into a future brand book update by Oct 31

NATIONAL THEMATIC BAGS + 5,500,000 0 1,000,000 1,000,000

Rollout national coupon thematic bags (OND, Big Game, Cinco) with total reach of 4.5MM bags

Project Goals
RE-INVIGORATE GUAC
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
GUACAMOLE MENU PENETRATION GROWTH + i22 0

Recuperate guacamole menu penetration as measured by Dataessentials to 22.4 by end of fiscal year (same level as 2021)

GUAC HEAVEN LAUNCH +

Develop and launch our Guac Heaven Concept for both Retail IFPA and NRA by end of year

GUACAMOLE MENU INCIDENCE GROWTH + i1

Increase menu penetration for guacamole by  menu incidence  from 1.2 to 1.3 as measured by Datassential

Project Goals
FRESH B2B
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
FRESH SEAL SITE PLAN + 0

Develop a strategy and plan that defines our patron target and proposed approach for a fresh seal site plan by Planning FY 25

PROCESSED TO FRESH CONVERSION + i1

Convert (1) one operator on AFM's high processed converter list to fresh by end of FY 24.

Project Goals
CHAIN ACCOUNT STRATEGY REFINEMENT
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
OPERATOR LTO'S + 0 0 0 8 0 2 2 2 2 2 i2 0

Launch a total of twenty (20) LTO's in FY23 with accounts on AFM's Top75 list by end of fiscal 

NEW OPERATOR PARTNERS + 0 0 0 3 0 1 2 1 1 1 i1

Of the 20 LTO's at least seven (7) need to be with new partners not executed in FY23 (35% of FY24 LTO's to be with new partners)

Project Goals
DISTRIBUTOR/ BROADLINER
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SALES CONTEST - OND + i1 0

Activate AFM in a  sales contest during OND with one of the big 3 distributor partners (ie: Sysco, PFG, US Foods)

FY25 PLANNING +

Reevaluate and map Broadliner/Distributor tiers and programs to maximize AFM dollars to volume efficiency during Planning FY25

Project Goals
CONTINUOUS INDUSTRY EXPOSURE
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
MIM + i10 0

Secure 10 total quality partners to attend trip; 7 operator partners from Top 75 list. 3 Partners from Broadliners/Distributors/Contract Feeders. A minimum of 6 out of 10 participants need to be clients who are not actively promoting with AFM.

Project Goals
GROW CONTRACT FEEDERS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
NON COMM MAPPING + 0

Map all non-comm players and sectors that are unkown to AFM and present learnings and strategic recommendation during FY 25 planning. 

NON COMM LTOS - TIER 1 (NATIONAL REACH) + i100

Sell in turnkey programs to contract feeder partners to gain participation in  100 locations.

Project Goals
FOODSERVICE CONCESSIONS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
CONCSESSIONS STRATEGY ASSESSMENT (Avo Eats included) + 0

Evaluate current concessions strategy including Avo Eats sub-brand strategy and present an updated recommendation during FY 25 Planning with a brand book featuring guidelines to be launched at the beginning of FY 25.

NON-COMM ENTERTAINMENT +

Layout long-term strategic framework in support of future non comm entertainment opportunities and present recommendation/options during FY25 Planning (i.e. Disney)

NATIONAL CORP CONCESSIONS PROGRAM + i1

Pitch a corporate concessions program through contract feeder(s) and secure one (1) national partnership agreement by end of FY 24

Project Goals
BASE BUSINESS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
FOODSERVICE KPIS + 0

Develop clear FS KPI's by August 2023 to be presented and updated monthly in the AFM Metrics Committee.

JOINT BUSINESS PLANNING + i1

Deploy and test (1) joint busines plan with a top tier account

AGENCY PARTNERSHIP +

Explore agency partnership opportunities and test by end of FY24

FS CHAIN ACCOUNT SEGMENTATION +

Update our  FS Chain Account Segmentation by Planning Phase 2 and provide an asssessment that includes learnings and actionable recommendations 

DEMAND LANDSCAPE STUDY STRATEGIC ASSESSMENT +

Leverage learnings and develop a strategic assessment from the FS Demand Landscape by Planning to help inform the FY25 strategy and build out a base three-year sales road map.

ROI PROJECT +

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

WORKING VS NON WORKING DOLLARS + i80

Maintain an 80% working dollar spend in our overall Shoppper/Trade Marketing budget 

CORRECT BRANDING IN-STORE - GM AND HM + i100

Grow correct branding in store from 34% to 36% for GM and 45% to 47% for HM.  Objective to be weighted 50/50.

E-COMMERCE INTEGRATION + i1

Integrate in-store and e-com through one of our AFM strategic pillars and re-organize the digital shelf in 1 of our E-Com targeted accounts.

Project Goals
Test goal 4/22
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
test objective 4/22 + 0

test

BHAG Goals

Project Goals
bhag test goal
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24
test bhag objective +

test