Strategy Dashboard — Almarai KSA
Cluster: Health & Family (Liquid Dairy, Fermented, RTD Protein) — Executive Recommendations
Overall Value Share (2024)
49.6%
↑ vs 2023
↑ vs 2023
Trajectory
Sustain core while scaling UHT & RTD.
RTD Protein — Momentum
35.3%
Value Share
Value Share
Always-On in eCom & Quick; TPR 7–12%.
UHT — Multipacks
20.6%
Value Share
Value Share
End-caps + planogram discipline in MT.
Digital Readiness
Internet 99%Local eCom 93.1%Peak 9–11pm
Strong conversion window for RTD & LF.
Category Growth Priorities
12–18 monthsLiquid Dairy (Fresh/Laban/Zabadi)
- Unified MT planogram; min facings per core SKU.
- GT cooling programs; expand working coolers.
- Family value + On-the-Go size architecture.
- Ramadan/Summer time-boxed availability.
KPIs: Compliance, Value Share↑, OOS ≤3%.
UHT
- Multipacks 4×1L / 12×1L; Good/Better/Best ladder.
- Quarterly end-caps & visibility contracts.
- eCom & Quick stock-up bundles; Buy Box protection.
KPIs: +pp share, Multipack%, Buy Box ≥95%.
RTD Protein
- Always-On first-page + fast fulfilment.
- TPR 7–12% with A/B on CR & GM.
- Lactose-free; office/gym flavours & sizes.
KPIs: CTR→Conversion, share↑, repeat, ratings ≥4.5.
Channel Mix Optimizer (Lite)
Roles & KPIs| Channel | Role | Key Tactics | Primary KPI | Owner |
|---|---|---|---|---|
| Modern Trade | Value engine & brand stage | Unified planogram, quarterly end-caps | Value Share pp, Compliance% | Modern Sales |
| General Trade | Coverage & reach | Cooling footprint, facings, routinized merch | Working coolers, OSA% | Traditional Sales |
| eCommerce | Digital conversion | First-page, PDP content, Buy Box, OOS guard | Conversion%, Buy Box%, OOS% | eCom |
| Quick Commerce | Instant occasions | SLA delivery, On-the-Go bundles | SLA%, Order CR | Ops |
| HoReCa | Professional packs | Chef packs, portioned SKUs, contracts | Active contracts, Retention | B2B |
Promo Guardrails
RGMTPR Range
7–12%
Recommended
Recommended
Run the Promo What‑If before approval; ensure ΔGM ≥ 0.
Price Ladder
- Good — value packs vs PL
- Better — core premium
- Best — functional claims (protein/LF)
Seasonality
- Ramadan & Summer with secured inventory
- Disciplined windows and mix management
Innovation Radar — Lite
Differentiate| Gap | SKU Recommendation | Primary Channel | Execution Note |
|---|---|---|---|
| Lactose‑Free (Fresh/RTD) | 1L + 330–500ml RTD | MT + eCom | Strong claim; concise scientific PDP |
| Greek / High‑Protein (Fermented) | 170–200g cups + 4/6 multipack | MT | Limited high‑rating flavours |
| On‑the‑Go Protein | RTD 250–330ml | Quick + eCom | Bundles for gym/office |
| Family Value in UHT | Multipacks 12×1L | MT/GT | Clear ladder vs PL |
Digital Shelf — 8‑Point Check
WeeklyGeo‑Priority Scoring Card
Focus Cities| City/Region | Current Value Share | Growth Potential | Priority | Primary Action |
|---|---|---|---|---|
| Riyadh | — | High | H | RTD + Quick (SLA/Bundles) |
| Jeddah | — | High | H | UHT Multipacks + End‑caps |
| Dammam/Khobar | — | Medium | M | Greek/High‑Protein in MT |
| Secondary Cities | — | Medium | M | GT cooling + facings |
Risk Radar & Mitigation
MonthlyRisk
Likelihood
Impact
Signal
Mitigation
Private Label ascent
High
Medium
Price gaps, CR↓
Ladder + functional claims
Dairy input volatility
Medium
High
GM% pressure
Hedging + recipe review
Claims compliance
Low
Medium
Platform flags
Governance + dossiers
Digital OOS/Buy Box loss
Medium
Medium
OOS spikes
Auto‑reorder + substitution
Channel price conflict
Low
Medium
Price variance
Price integrity policy
12‑Month Roadmap
QuarterlyQ1
- MT unified planogram live
- Digital Shelf 8‑Point activated
Owners: Modern Sales, eCom
Q2
- UHT Multipacks launch + end‑caps
- RTD Always‑On campaign
Owners: Marketing, Sales
Q3
- Lactose‑Free / Greek expansion
- GT cooling rollout
Owners: Marketing, Distribution
Q4
- Promo guardrails refinement
- ROSI assessment
Owners: Finance, RGM
Execution KPIs
LiveBuy Box Protection
95%
≥ target
≥ target
- Target ≥95%
- Daily alerting on loss
OOS (Digital)
3%
≤ target
≤ target
- Target ≤3%
- Auto substitution
Planogram Compliance
92%
MT
MT
- Target ≥90%
- Quarterly audits
Trade ROI
1.4x
Promo ROI
Promo ROI
- Target ≥1.3x
- Guardrails enforced
Win/Lose Heat‑Map (Lite)
Focus ZonesSegment × Channel
MT
GT
eCom
Quick
Fresh/Laban/Zabadi
HOLD
HOLD
FIX OOS
HOLD
UHT
WIN (Multipacks)
HOLD
WIN
WIN
RTD Protein
HOLD
HOLD
WIN
WIN
Lactose‑Free
HOLD
BUILD
WIN
WIN
Operational Appendix — Fast Cadence
Runbook- Weekly eCom: SoV/Buy Box/OOS & PDP checks.
- Monthly RGM: Price/TPR review; elasticity by channel.
- Quarterly Review: Shares; innovation effectiveness; next-season plan.
- Governance: Claims dossiers (SFDA); sugar/excise (ZATCA); SLAs.