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CATEGORY  MANAGEMENT  PARTNERSHIP
[object Object],[object Object],[object Object],[object Object],International practice   Global Corporate Culture Customer-oriented approach   Complete Satisfaction of Customer Expectations Success oriented     Business Thought Ambitious   Drive for Steady Increase Innovative   Retailing Force   today… Source:  www.real.ru  ;  www.planetretail.net   Real Hypermarkets No. of Stores, 2006-2010 15
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],-  Member of BACARDI-MARTINI Group
Partnership in Category Management From Bacardi Rus side From Partner side ,[object Object],[object Object],[object Object],[object Object],[object Object],Qualitative  execution Education   /   Consultation Analytical  approach Shopper Insight Customer-oriented  approach   Category  Management Strategic approach Main principles
Category Management Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],at the market for Customer-centric Category management for Frequent change  of purchase  behavior Growth of  competition  Insufficient  customer- orientation Cost increase Market complexity challenges  advanced approach Growth of  multi-format   retail chains CATEGORY MANAGEMENT
Premium Spirits Development Strategy Premium Spirits Structure * Source:  *  Customs , **  Real Sales Out Report, Moscow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],+30% +31% +11%
Methodology, Tactics & Actions Analysis Layout Implementation Navigation Category determination Category analysis Shopper research Outlet types grouping Range optimization Category  segmentation Regional differences adaptation  Planogram Decoration Implementation Trainings for Floor Managers in outlets KPIs
Shopper Insight Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assortment optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],Market trend analysis Competitive trends analysis Assortment analysis
Layout optimization Dry Sparkling wines Sweet Sparkling wines Imported Sparkling wines CIS Italy Chile Argentina French Champagne Italy Germany Hungary French Sparkling wine Spain ,[object Object],[object Object],[object Object],SPW variety Dry France Germany Brut Champagne Sweet Spain Austria Italy Prosecco Brut Brut Cava Chile Italy Others Asti
Rum, Gin, Tequila categories development Джины Текила Ромы
Rum category decoration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Installation of Category cocktail correct serve This exposition corresponds with seasonal cocktail focus (for summer period – Mojito, winter period – dark rum) Pocket with receipts of promoted cocktail
Tequila category decoration Installation of Category cocktail correct serve Pocket with receipts of promoted cocktail
Vermouth category decoration Installation of correct serve of the cocktail Pocket with receipts of promoted cocktail
Sparkling wines category decoration
Decoration evaluation by shoppers ,[object Object],[object Object],% Source: Results of Shopper Decoration Evaluation, 2010, May 242  Base Motivation to try cocktail Decorators help to identify the Category Customer education Positive evaluation Drawing attention Drinking culture understanding Purchase stimulation
Project efficiency Light spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets  23, 12 Test outlet – 10, Non-test outlet  -  11,  Average monthly  Category sales  exceed in test outlets   +7%   vs. non-test outlets   - 3%   Average monthly  Category sales  exceed in test outlets   +11%  vs. non-test outlets   -9% Planogram implementation Trend (Non-test outlets) Trend (Test outlets) Decoration implementation + 10% + 20 %
Project efficiency Strong spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets  23, 12 Test outlet – 10, Non-test outlet  -  11,  Average monthly  Category sales  exceed in test outlets   +32%   vs. non-test outlets   +18 %   Average monthly  Category sales  exceed in test outlets   +31%  vs. non-test outlets   +16% Decoration implementation Planogram implementation Trend (Non-test outlets) Trend (Test outlets) + 14% + 15 %
Project originality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you ! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Cat man bacardi_реал_final

  • 1. CATEGORY MANAGEMENT PARTNERSHIP
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Methodology, Tactics & Actions Analysis Layout Implementation Navigation Category determination Category analysis Shopper research Outlet types grouping Range optimization Category segmentation Regional differences adaptation Planogram Decoration Implementation Trainings for Floor Managers in outlets KPIs
  • 8.
  • 9.
  • 10.
  • 11. Rum, Gin, Tequila categories development Джины Текила Ромы
  • 12.
  • 13. Tequila category decoration Installation of Category cocktail correct serve Pocket with receipts of promoted cocktail
  • 14. Vermouth category decoration Installation of correct serve of the cocktail Pocket with receipts of promoted cocktail
  • 16.
  • 17. Project efficiency Light spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets 23, 12 Test outlet – 10, Non-test outlet - 11, Average monthly Category sales exceed in test outlets +7% vs. non-test outlets - 3% Average monthly Category sales exceed in test outlets +11% vs. non-test outlets -9% Planogram implementation Trend (Non-test outlets) Trend (Test outlets) Decoration implementation + 10% + 20 %
  • 18. Project efficiency Strong spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets 23, 12 Test outlet – 10, Non-test outlet - 11, Average monthly Category sales exceed in test outlets +32% vs. non-test outlets +18 % Average monthly Category sales exceed in test outlets +31% vs. non-test outlets +16% Decoration implementation Planogram implementation Trend (Non-test outlets) Trend (Test outlets) + 14% + 15 %
  • 19.
  • 20.

Hinweis der Redaktion

  1. Импорт премиального алкоголя увеличился в 4 раза за последние 7 лет Переключение покупателей из категории Водки