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

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

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

http://ecr-all.org	192
http://www.ecr-all.org	33
http://translate.googleusercontent.com	1
http://reg.ecr-all.org	1
http://new.ecr-all.org	1

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

by ECR Community on Jun 10, 2010

Accessibility

Categories

Upload Details

Usage Rights

5 Embeds 228

Statistics

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