ECR Europe Forum '05. Category Management in a limited data environment. Case Study Diageo Quinns

DIAGEO celebrating life, every day,everywhere, responsibly ‘Sharing the Benefits of Category Management across a wider platform of Retailers’

No 1 premium vodka in the world No 1 scotch whisky No 1 stout in the world No 1 Liqueur in the world No 2 scotch whisky in the world No 2 rum in the world No 1 premium tequila in the world No 1 selling premium gin in the U.S.

DIAGEO

Total Market 65% 35%

Readiness Satisfaction' at th Definition, Point of Purchase 'Driving Shopper Segmentation Role Assessment Review Objective Strategies Tactics e Implementation

The Irish Market An ever changing Ireland

Drinking at home growing

1.5 billion, Split 3 ways. • Macro Layout • Plan-o-grams 170 GRP500 MULT • Visibility outlets 25% outlets34% • Off-sales 1,000 • Distribution outlets • Range IND 41% Others

The Challenge & The Opportunity

The Challenge and The Opportunity Driving Shopper Satisfaction The Opportunities The Challenge Category management success with large retailers (34%) Space to Sales > Macro Layout > Plan-o-grams Managing off-sales How do we spread > Visibility the word of……… > Off-sales Shopper Focused Layouts > Distribution Driving Shopper > Range Removing Barriers from Satisfaction the path purchase 66% of the Market Control at the Point of across the whole ? Purchase market Protecting our sales 1,500 outlets

The Solution Use our sales force Components Regular visits/calls 1. Commercial arguments Weekly to monthly Relationships already established 2. Tools of the Trade Regional difference understood 3. Building Capabilities Eager to learn Category Management principles Theme ‘Driving Shopper Satisfaction’

1. Commercial Arguments Before Understanding the Shopper & The The Shopper independent • Likes & Dislikes • Definition & segmentation • Decision tree Understanding the Beers & Spirits • Motivation Beers, Spirits, • Adding Value to your visit Wines Shopper After • Barriers to path toimplementing the • What effect does purchase Understanding the Independent Retailer • Store design shopper segmentation have • Store design What your ideal store would look like • Sales & Profit • Merchandising • Off-sales The Retailer • It’s contents • Range • The flow • Horizontal V Vertical blocking • Shoppers • What first inrange • Maximum flow, why? • Role of categories

Readiness 2. Tools of the Trade Definition, Segmentation GASPP Objectives Role Consumer Monitoring Review Consumer Insights Assessment Shopper Assessment Satisfaction Review The Rep Space Monitor Present Planning Tool Objective Strategies Agree Implementation Objectives Visibility The Ideal & Tactics Presence Independent Implementation Gold Silver Bronze

2. Tools of the Trade GASPP • Quick • Simple The Rep Space Planning Tool • Live Image capability • Printable The Ideal Independent

2. Tools of the Trade GASPP The Rep Space Planning Tool The Ideal DIAGEO Independent Driving Shopper Satisfaction

3. Building Capabilities Driving Shopper Satisfaction Merchandising for success DIAGEO Looking for Driving Shopper Satisfaction opportunities

Ready to spread the word The Macro Shopper Overview Market Sales Team Information

Case Study Newcastle Co. Down Pat Maginn, Owner Terence O’Hagan, DIAGEO

Setting Objectives Macro Store level Floor builds Category Locations Category space allocation Path to Purchase ‘Drive Shopper Plan-o-Grams Satisfaction’ Shopper Segmentation Shopper Decision Tree Space to sales Signage Range Strategies Justification

Assessment The Macro Store level Shopper Floor builds Category Locations Category space allocation Path to Purchase Market Plan-o-Grams Information Shopper Segmentation Shopper Decision Tree Space to sales Signage Macro Range Overview EPOS Strategies Information Justification

Assessment Information Analysis Actions Macro Level Plan-o-grams Range

Presentation/Finalise objective Aisle to high Creating clutter Macro Store level Floor builds Category Locations Category space allocation Path to Purchase Counter blocking Plan-o-Grams section Shopper Segmentation Minerals Shopper Decision Tree Space to sales Wines Signage Beers Wines Fridge Wines Range Strategies Counter Snacks Justification Cooler Misc Spirits Wines

2 3 Implementation 1 Minerals Wines Beers Wines Fridge Wines Snacks 4 Counter Misc Spirits Mixers 5

Review My Customers • Easy to find what they want • Added Value to their visit • Understanding what they want and acting on it • Quicker serving times • Chilled products Efficiencies • Quicker packing of section • Less packing of section • More control of stock • Less breakages Drivi ng S Sales Satis hopp • 7% overall store er • Improved cash flow facti • Loyal Shoppers on

Closing Summary Commercial Arguments Tools of the trade Build Team Capabilities Driving Shopper Satisfaction

DIAGEO celebrating life, every day,everywhere responsibly ‘Sharing the Benefits of Category Management across a wider platform of Retailers’

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ECR Europe Forum '05. Category Management in a limited data environment. Case Study Diageo Quinns

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ECR Europe Forum ’05. Category Management in a limited data environment. Case Study Diageo Quinns Presentation Transcript