Gus Halas
Analyst · Oppenheimer
Thanks, Bill. I'm going to start off by giving you some insights as to how our transformation is progressing.
Over the past year, we have made a great deal of headway on our transformation initiatives. By design, different areas of the organization are progressing towards their transformation goals at different speeds. At this point, our sales organization is the furthest along, where we have invested in standardized training and now are operating by category and by channel. We have eliminated multiple teams servicing the same customer and, overall, have made it easier for our customers to do business with us.
Marketing and procurement have also shown considerable progress. As we have beefed up our personnel and capabilities in these areas, we have seen market share gains over the past 2 years in the areas where we have focused on incremental marketing resources. I'll give you some examples of that in just a minute.
The operational excellence initiatives in areas such as manufacturing, facility closures and sales and operational planning processes are not as far along. These are areas where our processes were previously less developed. We're now developing the proper procedures and metrics to improve our cycle times, reliability and waste reduction. All of this should lower our costs, improve our profitability and service our customers better. These initiatives take longer but are key to a lower-cost profile.
Bill mentioned earlier that our top priority in 2013 is to make sure our customer needs are met. Therefore, we're making trade-offs to stay focused on these needs. We are now targeting the end of calendar year 2015 to achieve $120 million in run rate cost savings we laid out last year. Adjusting the pace of our cost savings initiatives ensures that we're putting our customers first while still making significant progress on consolidating facilities, moving to a common ERP system and a wealth of other initiatives we have been advancing.
With approximately $20 million of run rate savings as we exit fiscal 2012 and a target of a cumulative $40 million in run rate savings as we exit fiscal 2013, we are making meaningful progress in lowering our cost structure. The cost savings we achieved in fiscal 2012 were offset by transformational costs and, therefore, had no impact on the bottom line. Also, we increased our investment, as planned, in brand building and innovation. In these 2 areas combined, we increased our 2012 spending by over 20% from the prior year.
Due to the importance of building our master brands and the momentum we have achieved, we expect to further increase spending in these areas in 2013. Of course, we expect to utilize some flexibility as to where we spend those incremental dollars.
In the areas where we have invested in our brands, we have seen results. For example, over the last 2 years, we have put considerable effort into developing and implementing a master brand strategy for our Pennington Smart Seed and Amdro garden brands, along with our flea and tick products in our Pet segment. These businesses have gained meaningful market share, and we expect them to be strong contributors to our company in 2013 and beyond.
These successes highlight the power of innovation and marketing. Now we seek to build on these processes. For example, we aim to leverage the brand awareness of Adams line of products to boost sales of our Adams flea and tick brand topical products and its unique applicator and claims. The halo effect of advertising a master brand improves the return on our marketing dollars. We will support the spring rollout of our new Adams home spray for flea and tick that includes bedbug control. Extending our brands in this way is another important part of our growth strategy.
Let me give you a couple more examples of innovative new product features we have lined up for this spring. In both our Amdro and Pennington lines, we will be launching products that utilize new application processes for some of our control and fertilizer products. The new delivery systems of these new products will eliminate many more -- many of the very unpleasant aspects of yard care relating to application, ease of use and storage. These innovations have already been very well-received by our customers, and we will be entering the Garden season with superior store placement and a substantially higher sell-in than a year ago. The impact of these products should begin to benefit the company in our second fiscal quarter.
Now I'd like to take a minute to update you on our progress and metrics we laid out a year ago. Based on initiatives completed to date, our run rate savings exiting fiscal 2012 was $20 million. We expect our run rate as we exit calendar 2012 will remain at the $20 million, short of our $30 million run rate target as certain initiatives are not yet complete.
We have reduced our SKU counts by 16%, halfway to our multi-year goal of 30% to 35% reduction. We closed 9 distribution and manufacturing facilities in 2012 while opening and upgrading others, leaving us with a net reduction of 5 facilities for fiscal 2012. The important part is this resulted in a reduction of 459,000 square feet or 6% less than last year. We will continue to focus on reducing our footprint over the next few years.
We have continued to reduce the number of ERP systems and currently stand at 7, down from 11 at the beginning of 2012. We continue to focus on reducing the number of systems, and more importantly, we have also identified opportunities to optimize current SAP implementations.
Shifting our attention to optimization will improve efficiencies. However, the trade-off is stretching out the period for SAP consolidations. In terms of inventory, while we initially anticipated driving our inventories down by $60 million to $70 million in 2012, this is an area which we must operate with extreme care.
Our customers are increasingly looking for their suppliers to be more nimble. As they are attempting to reduce their inventory levels, we have to be more responsive. We recognize that servicing our customers require more flexibility on our side regarding how we think about managing our own inventory reductions. So we're not providing a target for inventory reduction at this time. While we will continue to seek ways to free up capital and lower inventory over time, our commitment to our customer needs and will be our #1 priority.
I also want to mention initiative we spent a great deal of time on recently. We had a very thorough profitability analysis of our products item by item. This activity has helped us focus intensely on costs we pay for our inputs, as well as the pricing dynamics of the marketplace. This has enabled us to make better pricing decisions and better align our prices and costs, which should help drive profitability.
Before I turn it over to Lori, I want to offer a few thoughts on how we think -- how we see things trending for the first quarter of 2013. In the first 2 months of the quarter, revenues in our Garden segment have been lower than a year ago. In addition, Hurricane Sandy had a very large impact on our Pet segment. The storm affected several of our facilities in Northeastern U.S. While physical damage was minimal, the disruption to the business in the localized retail environment lasted several weeks. As a result, we expect our first fiscal quarter of 2013 of sales and earnings will be below same quarter of 2012.
Despite the first quarter trends, we are very optimistic about the upcoming Garden season, which encompasses our second and third fiscal quarters, January through June. Our optimism stems from the new innovations in Garden I mentioned earlier and that have already been very well-received by our customers, which will be entering the Garden season with favorable store placement and substantially higher sell-in. We also do not expect to have the reoccurrence of the fill rate disruptions we had last spring.
We have learned a great deal over the past year, and armed with that knowledge and insight into the evolving marketplace, we continue to tweak the individual initiatives within the transformation. Based on smart decisions and business trade-offs, our overall goal for the transformation is to build a company that scales and grows better to serve our customers and increase profitability for our shareholders.
With that, I'll turn it over to Lori. Lori?