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Artem izmailov (bacardi). alina krupenina (metro c&c)
 

Artem izmailov (bacardi). alina krupenina (metro c&c)

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    Artem izmailov (bacardi). alina krupenina (metro c&c) Artem izmailov (bacardi). alina krupenina (metro c&c) Presentation Transcript

    • Shop-in-Shop Bacardi
      • Rums =9% premium imported alcohol, 270k css*
      • The fastest growing category +36% annually (CAGR*)
      • Bacardi – 61% of rums**,
      • Strength in on-trade (40% volume)
      What is Bacardi in Russia? * Customs data excl. CIS, 2009 ** Business Analytica data, Jan-Feb’10
    • Consumption in Russia =
    • Cocktail culture
    • Why cocktail? Sales volume! * Comcon, Russia, 2008, consumers of premium alcohol between 400 rur. for 0.5 l Ingredients sales! Consumption culture! For consumer For producer and retailer + for retailer
    • What is cocktail for retailer? + + + = $$ = $ Bacardi
    • Where do consumer drink cocktails? Off-trade has great potential for cocktail culture development * Comcon, Russia, 2009, consumers of premium alcohol between 400 rur. for 0.5 l
    • Layout Before After
    • The result Shop in Shop: +33% sales volume Sales Before After
    • How?
    • Visualization Monitors Sound 2+1 Light-boxes Plazma screen United composition!
    • Information value and convenience Touch screen Recipes send function by e-mail and bluetooth Every recipe printing in store
    • Quality Coloring in-store print Materials and assembly
    • SiS assessment by consumer * Resource: Consumer survey in Metro by Global Point agency
    • How? SiS Video