Fabrizio Freda
Analyst · Ali Dibadj, of Sanford C
These factors are the foundation needed to achieve our new strategic plan. Our company has been very successful in driving sales growth and developing brands, but now, we need to do even better. Our new goal is to deliver higher levels of sustainable, profitable growth for the years to come. Importantly, the company has many attributes that will not change, most notably, our intrinsic values of uncompromising ethics and integrity. As a family-controlled company, we remain committed to providing consumers with the highest quality products, treating employees with respect, building fair partnerships, and being responsible corporate citizens. Now, let me explain how these actions are expected to translate into results. During the next four years, from fiscal year 2010 throughout fiscal year 2015, these are the goals we want to achieve. Keep in mind, we are starting from a depressed base in fiscal year 2009. First, we target to gain share in global prestige beauty, with sales growing at least 1% ahead of market, every year. Second, derive more than 60% of sales from outside of the United States, making us even more balanced and diversified. Third, strive for an annual step change in profit improvement, with an initial goal of growing our operating margin between 12% and 30% by fiscal year 2013. Fourth, create a substantial increase from current levels in return on investor capital. Fifth, reducing the interest days 15% to 20%, which will liberate more cash to generate growth. These improvements will also substantially reduce [obsoletance] which is currently about $150 million per year. Achieving these goals will enhance our leadership position and create more value for stockholders. So, how will we accomplish these objectives, while also creating a sustainable business model and protecting our key [stance] and core values; by focusing resources on our biggest opportunities, including core brands, geographies, and consumer segments. by addressing underperforming brands, by driving our superior innovation capability and creativity, by continuing geographic and channel diversification, by sizably reducing costs and duplicative efforts, by creating a more efficient and integrated organizational structure, to better leverage scale and the power of our people, and by building greater capabilities in consumer knowledge, strategic focus, financial discipline, and global R&D. Let me go into these elements in more detail. We have started by making clear strategic choices, by brand, category, geography, and channel, and then determining how to succeed and what capability we needed. The first element is to focus and prioritize investments for profitable growth behind the biggest and most lucrative opportunities. This means focusing on high gross-margin segments with the best growth potential. This should allow us to exploit our distinctive business model, which is based on aspirational brands, superior product performance, selective distribution, and the power of personal service, all of which generate a unique consumer experience. The priority areas we have identified are by category and brands, be the undisputed global leader in skin care. Our most profitable category, where we have very strong guarantee capabilities, and where the personal service model is very effective. Focus will be in certain high-growth skin care segments, such as the wellness area and the anti-aging needs of a fast-growing, aging population. This focus will drive our biggest brands, Estee Lauder, and Clinique. Garner greater share in the cup on a worldwide basis, on the strength of our fast-growing makeup… brand model, which appeals to a broad range of demographic ethnicities. These represent a huge opportunity for accelerated profitable international expansion. Our strong Mack and Bobbi Brown brands will strive for growth in these areas of focus. Continue growing share in super luxury beauty segment. A $1 billion category for us, with brands such as La Mer, Joe Malone, Bobbi Brown, Estee Lauder and Nutri… we have only just begun to tap the full global potential of these exclusive brands. Although these areas have been hard in the U.S. and Europe, in the current environment, and require some reframing, we are optimistic about the long-term opportunities, particularly in Asia. We plan to play more profitably in premium hair care, by staying focused on the upscale salon business model… expanding international markets. The Aveda brand will be built up in this effort. By geography, focus resources on a fast-paced energy market, notably China, Russia, Eastern Europe, and the Middle East, that provide an [appropriate] return on investor capital, as well as Asia, with its rapidly-growing middle class consumer base. Specifically, we see great opportunity in skin care as beautiful skin is culturally important in that region. We aim to grow share in image building core markets, such as the U.S., U.K., France, Italy, and Japan. By channel, we will continue to drive our core department store and perfumeries across the globe. It is essential to turn around sales [brand] in North American department stores. This channel remains an important destination for many consumers. We are determinate to work with our retailers to create excitement, improve the business model, make our proposition more relevant and attractive to consumers, and improve productivity points of sales. As an example, the recently announced Macy's organization provided an opportunity to do this. We will aim to grow share in profitable, fast-growing channels, where consumers are sensitive to our unique business model, such as the Internet, travel retail, freestanding stores, European pharmacies, and direct-response TV. Separately, we will invest to cultivate tomorrow's winning brands and products. We have narrowed our focus for acquisition to targets we believe will profitably fill our strategic aims. Our entrepreneurial beauty bank division is becoming more global in its brand creation effort. We will explore furthering that… opportunity in incubator brands as we did with Forest Essentials, in India. Prioritizing also means deciding where to effectively manage resources for profit margin turnaround. In some areas, we will de-emphasize sales growth until investment rate returns are achieved. Following are the areas we look to improve: Underperforming brands – in the aggregate they represent about $1 billion in sales, but contribute disproportionately lower profits. The issues that confront each brand are different. Each underperforming brand has developed a plan to improve profitability and has ten to twenty-four months to achieve its goal. In this environment, we are working to speed up that timetable. Some brands will need to exit categories, geographies, or channels, to resize into a profitable model. The [FRIGAN] category - Our [FRIGAN] task force has developed and recommended a plan for the next three years, to improve profits. We are adjusting pricing strategies, reducing costs, announcing the portfolio, and rebalancing investments between new products and classics. We will invest in key business drivers, reduce non-added-value costs, and look to grow in profitable markets and channels, particularly in Europe and … Let me now change gears and talk about how we are going to succeed in those identified areas of focus, and what capabilities we need to strengthen. First, we believe the consumer must be in the forefront of our thinking. Better consumer segmentation will enable us to focus our efforts on the highest import opportunities, and maximize the effectiveness of our marketing. Enhanced consumer insights will allow us to continue to delight the consumer by focusing creativity and imagination in the right areas. More extensive consumer testing should also help us better predict demand, which should include inventory and destruction levels. Another key area of focus will be the innovation process. Innovation is our lifeblood and it will permeate every element of our business, including products, personal services, and marketing. First, we want to focus more on breakthrough technologies and ideas, totally new and unexpected products. We have also developed plans to increase the success rate of our sustaining and commercial innovation and lower the cost of the innovation process. Finally, we plan to leverage … partnerships, in key areas to accelerate the development of new ideas. Importantly, to succeed globally, we must customize our offering to meet regional and local needs. We have redesigning capability to do these at lower costs. We have made a good start with our Asian skin care and makeup offering in the Clinique and Estee Lauder brand. We can… capability further, how to localize development and consumer understanding. All those focus areas I've discussed are expected to sustain growth … of new priority initiatives underway to reduce costs. In the current environment, we have established two types of programs, temporary belt-tightening or resizing savings and systemic structural changes to sustain more profitable long-term growth. The resizing efforts are intended to carry us through this difficult economic period, and preserve as much profitability and cash as possible, in fiscal year 2009 and 2010. As William said, we have already instituted a hiring freeze, except for select positions where we need unique capabilities. We have reduced travel and entertainment, and cut non-essential marketing and professional fees. On top of that, the systemic structural changes are expected to generate permanent savings, specifically; we have identified roughly $450 to $550 million in potential savings. They include aggressively costs of goods. This will achieved through higher gross margin product mix working with suppliers to find efficiencies, reducing destructions, and optimizing the supply chain. SNI is a critical of our on-going effort to be more financially disciplined and operate more effectively. Our U.K. manufacturing, North American dairy procurement and North American financial reporting process went The broader mission for the [En.. propylene] group is to negotiate better prices, reduce usage, and leverage scale in an effort to control costs and eliminate duplication. We are in the process of designating experts in specific procurement categories to oversee the bulk of spending. At the end of fiscal year 2010, we expect that the vast majority of our purchasing will be done by professionals… achieving savings from outsourcing select support functions if there is a cost advantage. Another area for savings is optimizing the structure of our three major regions, the Americas; Europe, the Middle East and Africa, and Asia Pacific, and aligning the global brand and functional organizations. We believe we have significant opportunities to better leverage our scale, improve productivity, reduce complexity, and use the corporate view to optimize China's strategies. Specifically, with the opportunity to optimize and normalize our European and Asian organization, we will strive to accelerate sales growth and market share gains through our integrated business approach. We plan to increase efficiency in the regions to our brand synergies, shared services, and leveraging back office functions. Define and implement a North American affiliate organization. Our North American team, lead by Dan Brestle, has mapped a large portion of the necessary functions. They are working with the brands to establish the organizational structure … and the possibilities between brands and the new affiliate. Implement trans-coordinational improvements to shared services and achieve productivity improvements in corporate support departments. Shared-service opportunities include centralized support in IT, HR, Customer Service, and Accounting. Build on the need to resize our business, and the reorganization project, as William mentioned it, we will need to reduce about 6% of our work force, roughly 2000 employees, over the next twenty-four months. This is a very difficult decision, but with people cost at nearly half of the total cost base, it is needed. As we proceed through the second half of our fiscal year, we will continue to evolve our strategy and finalize further plans. We will likely take a restructuring and other one-time charge of between $350 million and $450 million, over the next few years. The charge will most likely cover the account reduction, some facility closings, improvements on underperforming brands, and other non-recurring costs related to the achievement of our plan. As William mentioned, we also are implementing an immediate company-wide freeze in [medic] increases. Moving to our organizational strategy, we are leveraging the amazing power and talent of our people, developing a highly interdependent organization, focused on superior creativity, operational excellence, and continued learning. We are strengthening our training programs, at all levels, with the focus on change leadership, consumer marketing, and strategic management skills. We have also developed a new rewards and accountability system to help ensure that our strategic and organizational objectives will be accomplished. The new compensation plan will affect about 6,000 bonus-eligible employees, at the manager level and above, beginning in fiscal year 2010. Although we had performance-based compensations in the past, the new structure will be tied closely to the strategic plan and provide financial incentives for the achievement of specific metrics, with more focus on profitability, return on investment, and collaboration. I mentioned earlier, that we will need to reinvest a portion of the savings to realize, to fund future growth, specifically; we expect to reinvest about $50 million of savings behind the following initiatives. First, we intend to build our competence in consumer knowledge. Second, we intend to accelerate and better leverage our presence online and in other non-traditional channels. Third, we expect to intensify our R&D, brand creation, and conceptualizing capabilities, particularly in Europe and Asia. Fourth, we are allocating resources to fund our equity-based new rewards program. This means we have identified $400 to $500 million in projected net savings. These actions should produce a sustainable 12% to 13% operating margin over the four-year period. This margin improvement represents our initial plan timeframe, and we see the opportunity to work toward an even greater efficiency after 2013. Historically, we have generated healthy cash flow. We are striving to improve working capital with major improvements in inventories, to announce our overall cash position of the company. Return on investor capital will take on greater importance and will be applied throughout the company as a decision-making tool. The strategy I have outlined this morning is the result of months of effort on the part of hundreds of people throughout the organization. It has been endorsed by the Board of Directors and William and I explained it to employees at all levels. Now, more than ever, the creativity, ingenuity, and dedication of our employees around the world, is essential to drive our business throughout this difficult period. William and I are very proud of the work, energy, and commitment they have already shown. In the coming months and years, employees will enjoy more career-development opportunities, be rewarded for their talents and efforts, and should continue to take pride in working for a company that appreciates their ideas and work ethics. We know we have a top-flight group of resourceful employees, many of whom have spent a good part of their careers here. We expect they will find a company with family values and … of excellence to be an even more exciting and rewarding place to work, as our strategic vision is realized and fulfilled. As we embark on our new strategy, we are asking everyone to embrace our vision and to be guided by our company's new mantra "Imagine, Integrate, and Innovate". The only limits to our future success will be our collective imagination and creativity. I'm excited to imagine what our best, brightest, and most creative people can change and achieve. We will share ideas and mix together our markets, products and resources, realizing that one united and one integrated company is stronger than twenty-nine individual brands. One global enterprise is greater than one hundred forty separate countries and territories. The most dysfunctional world is more productive than independent efforts. The vast Estee Lauder companies will be integrated into a more cohesive whole. Lastly, we will innovate, surprise, and delight the consumers throughout the products and related personal services we create. By working together in unexplored ways, by imagining, integrating, and innovating we are becoming truly global. We will take the best ideas, no matter where they originate, and send them out across markets. Future global brands will be born in India. Ideas can come from China or Brazil. Boundaries do not matter; creativity does. We are confident this will continue to be a company where people are excited to come to work, can aspire to great levels of personal development, and achievement, and everyone will play a pivotal role in taking the company to greater heights for the benefit of all stockholders, and all employees. That concludes my comments. We would be happy to take your questions, now.