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Name of Organization/Company: Dogadan, İstanbul, Turkey
Category: Best Transformation Strategy

Entry Title: Dogadan V2.0


Beverages for Life vision released in 2017 by The Coca-Cola of which we are a fully owned subsidiary. With expertise of over 45 years, Doğadan have been directly connected to the business division defined as Global Ventures and received the title of regional brand upon gaining recognition among the local brands as of 2020. With all these improvements the journey of Doğadan for becoming a global brand, followed by our organizational transformation process have begun. We reorganized all our functions to fit our new strategy. We created our own sale and distribution model and conceptualized our organization. Our leadership team was renewed.

The change of the vision and the organization has brought about corporate culture studies and change management agenda. The cultural elements, our skills and our leadership model need to be redesigned to help us reach our new strategy and organized awareness seminars and leadership improvement programs to support this purpose. Also, definition of our business processes and internal roles and responsibilities along with the changing roles need to be restructured.

With this strategic, cultural and organization transformation, all human resources systems need to transform and become more cooperative, more success-rewarding and feedback-oriented to support new corporate culture.

Doğadan V2.0 is a cultural transformation project but to ensure the project we need to start with the basics. We reviewed all HR processes, performance management, talent management, employer branding, learning and development. After that the real cultural transformation began with know-how injection through re-organization & recruitment.

Organizational transformation had 4 pillars.

Organization: Ensure the right structure with right people

Talent: Inject & retain talent & engage

Culture: Encourage change climate & winning culture

Unionization: Care & invest & minimize the risk

We reorganized all our functions to fit our new strategy. Moreover, we created our own sale and distribution model and conceptualized our own sale organization. Our leadership team was renewed. New employee rate at Doğadan has been 40% over the last year. With Cultural Transformation Program we redesigned the cultural elements, our skills and our leadership model to help us reach our new strategy and organized awareness seminars and leadership improvement programs to support this purpose.

Our Infusion category grew by 14% in tonnage and 40% in turnover in 2020.

With the settlement of our new sales and route to market structure, we started to get market share in all channels as of July 2020. In January 2021, we reached the highest figure of recent years with 58.6%.

In the National Key Accounts sales channel, one of our most basic channels, it reached 64%, the highest value share the category has ever seen. It has increased from 51.6% to 64% in the last 1 year.

We developed our own leadership framework for capability building:

Doğadan Leadership Framework generated from scratch and launched. Also, D2LEAD leadership development program designed & launched for managers & leaders.

Doğadan’s leadership statement is to ensure a passionate organization, filled with people who can dream beyond and go extra mile to reach their ultimate potentials. In line with The Coca-Cola Company’s leadership context Leadership at Doğadan requires to live “The Four Growth Behaviors” and act with a growth mindset.

We developed our own performance management system for sales organization transforming:

Doğadan’s new Performance Management enables an approach to manage employee performance and development throughout the year as opposed to on an annual or bi-annual basis. It is collaborative, involving regular conversations and continuous feedback and represents agile performance methodology.

Key Know-How Injection Through Re-Organization & Recruitment:

An important part of the transformation was the inclusion of many processes into the organization, starting with the sales process. In this context, it was to employ employees experienced in subjects that the company do not have know-how, and to develop these competencies in the organization (like Sales Capability).

Growth of office employees with the aim of commercial turnaround: %37.8
Sales Directorate and Commercial Strategies Directorate organized from scratch (all employees are new hire including Directors).
Expansion, Marketing, Finance, Planning, Procurement re-organized to serve commercial capability.
Onboarding program redesigned to enhance learning experience starting from 1st day until first year.

Attachment Guide:

1. D2LEAD Leadership Development Program: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/50bd650e-37dc-48bb-b983-69786530be78?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22D2LEAD%20Leadership%20Development%20Program.pdf%22&response-content-type=application%2Fpdf&Signature=GHo02896KGxLLitOcN0BaqxO1rI%3D

2. Dogadan Business Plan & Strategic Priorities: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/730c9401-2037-4a49-a54f-6c1bc5b0d746?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22Dogadan%20Business%20Plan%20%26%20Strategic%20Priorities.pdf%22&response-content-type=application%2Fpdf&Signature=jv9B8gDJnuRbF0QzFJTdc1Bc3Tg%3D

3. Dogadan Change Agents Presentation: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/210b7ab6-b5ad-47c0-ae4f-c5e642cd5cc5?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22Dogadan%20Change%20Agents.pdf%22&response-content-type=application%2Fpdf&Signature=uc5BUUPfko30XGgj7Uxz8MhPwPs%3D

4. Dogadan HR Highlights 2020: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/e621824b-58cb-40f1-9ee5-3ccd0639aa48?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22Dogadan%20HR%20Highlights%202020.pdf%22&response-content-type=application%2Fpdf&Signature=SiFUsMfpLkUIdcbOffKGL0N1Ckw%3D

5. Dogadan Leadership Framework: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/34c04300-e84b-4a63-bbac-6196e5e052a1?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22Dogadan%20Leadership%20Framework.pdf%22&response-content-type=application%2Fpdf&Signature=DRdU%2BnWwLPymj1%2FE08I03zvPNL8%3D

6. Dogadan Talent Review Framework: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/9de4ad84-6f72-45b8-88ee-3f4ac09d3ee5?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22Dogadan%20Talent%20Review%20Framework.pdf%22&response-content-type=application%2Fpdf&Signature=HIpHQ5UA%2By%2B%2FBxePa8fW%2FA%2F0lLY%3D

7. HR Organizational Transformation Strategy & Roadmap: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/e72db5da-a689-4bba-bb7a-06bf52b6f333?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22HR%20Organizational%20Transformation%20Strategy%20%26%20Roadmap.pdf%22&response-content-type=application%2Fpdf&Signature=gK3mKeZCBEZNFWMTQWXoCYX3dVI%3D

8. New Performance Management System: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/7eefa9b6-98e3-4a51-a660-c62ad1a816df?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22New%20Performance%20Management%20System.pdf%22&response-content-type=application%2Fpdf&Signature=kr%2BBb07ULY%2F%2Bn1MdbRpd4p273Vc%3D

9. Dogadan V2 Teaser: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/f21b2541-7797-4a24-bbb6-5e9635738f76?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376114&response-content-disposition=inline%3B%20filename%3D%22Dogadan%20V2%20Teaser.mp4%22&response-content-type=video%2Fmp4&Signature=9PFieXs4PGrszU5w2vUuv66dblM%3D