2. Employer’s name:
Kostas Evangelos
Age: 24
Company: Bacardi Hellas
Work Period: 2011-2012
Official Position:
Merchandizing (Off Trade Channel)
Extra work fields:
Promotion / Event Planner (On Premise)
Profile
3. Merchandizing Achievements
(Off Trade Channel)
• Elimination of Out of Stocks up to 90% in my
outlets.
• Outstanding visibility in basic brands (Bacardi-
Martini-Dewar’s family) and increase of theirs
market share up to 50% in several outlets (My
Market SM, Makro C&C, Carrefour HMs).
• Agreements with my customers for an extra
display, (on floor or Full gondola), without paying
a rent charge and up to the traffic flow.
• Excellent activation of AVQPAP driver
4. Extra displays
Increase of market share in Bacardi RTDS & RTS Brands
Before (first trade visit in the outlet) After ( 1 month later)
5. On floor displays Makro Hellas C&C
(First in the traffic flow in contrast to competitor’s displays)
6. Market share (1)
(Dewar’s White Label)
Before (8,3% in standard whisky) After (15% in standard whisky)
7. Market share and Merchandizing Standards
Activation (2)
(My Market SM)
Before – random positioning After (Bacardi family blocks)
9. Visibility - Market Share
Carrefour HMs
• Astonishing visibility for Bacardi RTDs in contrast to competitor’s RTDs.
• Bacardi RTDs gain in market share (70%) in RTDs category.
15. Quality Enhancement
• Flair demonstration from the Greek champion of the “National Flair
Bartending championship 2011).
• Tasting promos of Bacardi Oakheart Rum (shots sampling).
16. Martini Promotion
• Attending: 80 persons
• Venue : Theatre hall (film premiere)
• TV cover – famous appearances (actors- show biz persons).
17. Asti Martini TV Broadcast
Well known Greek actress Actors from the theatre film
* TV Broadcasting of Martini Asti was free,
without any economical cost!
19. Tasting Promos
• In addition to my work position, I took part as a promoter/
trained Bartender in two tasting promos of Martini Royale and
Bacardi Daiquiri RTS.
• Tasting Promos took place in Carrefour Hypermarket of
Gerakas, Fridays and Sundays, from June 2012 till October
2012.
23. Exclusive party
• I organized an exclusive party in my garden’s kiosk, and i exploited the
opportunity of promoting Bacardi Daiquiri RTD and Martini Royale
cocktail.
• All of my invited guests noticed that the taste of Martini Royale was really
smooth and refreshing (both genres).
24. Additional Information
• All of my extra work activity began with my own decision,
triggered by the inspiring and family-looking work
environment of Bacardi Hellas company.
• As you can notice by this presentation, I have conducted
market analysis concerning product positioning, aiming the
best possible visibility for the displays (attending eye level
contact with product).
25. Sales Representative
• Channel: Off Trade
• Account: Carrefour Marinopoulos
• Location: South Area of Athens
• Working period: March 2014 – July 2014
26. Achievements
• Locally agreement with
customer for a mega display
during the Football World Cup
period (June 2014), including
the four core brands of the
company supported with Pos
material.
• Extra displays on the traffic
flow and close to fast moving
products.
• 60% average display
penetration in every outlet in
relation to the competition.
(ex. outlet with 5 beer
displays : 3 out of 5 our
products, the other 2
competitors products.
28. Mythos display in Carrefour Marinopoulos in Voula
Features: 1) Free of charge due to my valuable services to the outlet.
2) Location > on the traffic flow where it is very possible to give instant sales
for mythos brand because it activates the instant purchase of consumers.
Example of a display sales occasion (pyramid display)
