ECR Europe Forum '05. Shopper. Case Study Monoprix Coca Cola

Monoprix  Consolidated sales 2004 : 3,8 Billion €  294 stores  18 000 employees

Monoprix personality  Balanced sales between food/non food  Very extensive range: 25000 SKU food business  Strong, specific and well-known private labels  Partnerships with small as well as big firms Anticipation and democratization of new trends and innovative concepts

Monoprix: a specific banner

Monoprix: a specific banner Department Supermarkets stores Specialized Convenience stores stores

Monoprix: a specific customer Young single Senior Young single couple Senior Family Monoprix couple nursery school kids Middle-aged Family single elementary school kids Middle-aged Family couple high school kids Family majority-aged kids

Monoprix: a specific customer Young single Senior Young single couple Senior Family Monoprix couple nursery school kids Middle-aged Family single elementary school kids Hyper Middle-aged Family couple high school kids Family majority-aged kids

Monoprix: a specific customer Young single Senior Young single couple Senior Family Monoprix couple nursery school kids Middle-aged Family single elementary school kids Super Middle-aged Family couple high school kids Family majority-aged kids

Development of new concepts and new formats

Added value creation For customers For brands

Manufacturers partnerships Combine Monoprix and the manufacturer brand loyalty in order to increase shopper satisfaction and turnover through customized value propositions Differentiation Innovation

Why do we work together ? Segmentation by life cycle profiles: % value 11,7 Family majority-aged kids 23,5 25,1 20,3 7,9 Family high school kids 2,8 3 10,3 Family elementary school kids 13,7 11,9 15,2 78 , Family nursery school kids 8,3 11,4 69 , Senior couple 9,7 7,2 7,5 Middle-aged couple 9 7,2 8,7 7 16 Young couple 15,3 16,1 5,9 Senior single 15 13,8 6,5 Middle-aged single 5,2 6,1 6,9 8 Young single 5,3 5,9 13,4 5 10, 8 4,4 4,5 Source : consumer panel Supermarket Monoprix Soft-drinks Coca-cola light Monoprix / Coca-Cola light: common profiles A common target: young urban adults

Coca-Cola light : N°2 soft-drinks brand A High level 172 164 of loyalty … Especially 100 100 on the target Average brand Coca-Cola Average shoppers Young single Soft-Drinks light Coca-Cola light & couple Use Coca-Cola light brand as a leverage of image and loyalty for Monoprix store

Organization : a cross functional dedicated team Mirror organization H. PATRICOT B. SANCHEZ INCERA CEO Monoprix General managers CEO Coca-Cola Entreprise D. FENECH P. LAMBOLEY S. DUTHOIT Sales PJ. CREVISIER F. ONDRUSKA G. LECLERC V. SURGET B. DUVALLET Marketing / Communication / S. PEQUIGNOT M. POMMAREL S. DE GAULIER data sharing A. BOUZANNE A. CARINI Supply chain JM. ROTHIER

Remember Brussels’04 : collaborative CRM Results : Coca-Cola light : +35% Total soft-drinks: +9,1% Monoprix & Coca-Cola : a long term partnership based on  strategic alignement  permanent sharing process

Differentiation to create added value : the 2005 projects jointly developed Service differentiation: Marketing differentiation: Free Home delivery Shopper connection Product differentiation : New assortment

Differentiation to create added value Service differentiation : Free Home delivery

Service differentiation  Urban stores,  Beverages 50% no parking = heavy products  Convenience  Loyal buyers shopping trip  Easy shopping strategy  High level of in store spending Free Home Delivery for Coca-Cola light shoppers  Satisfy a real shopper expectation  Increase turnover  Strengthen Monoprix image

Key Success Factors  Easy consumer mechanism  Right timing  Execution with an integrated media plan Radio Monop’ Floor sticker Mailing

Differentiation to create added value Product differentiation : New assortment

Product differentiation : new assortment Specific SKU Specific launch plan Three pack: the right Anticipated size for Coca-Cola light & shoppers at Monoprix integrated plan 2004 2005

Coca-Cola light lime : an anticipated plan 2 steps Launch Teasing time Week prior First to launch two weeks Radio Monop’ Radio Monop’ Based on Monoprix media and in store communication

An integrated launch plan Stickers Interactive terminal Innovation tower rack leaflet

An anticipated and integrated plan: it works ! Stickers Interactive terminal 100% weighted distribution within a week N°5 sales ranking in 8 weeks Innovation tower rack Source: IRI - P3+P4/05 leaflet

Differentiation to create added value Marketing differentiation : Shopper connection

Coca-Cola light by

A marketing plan never seen before ! Valentines Day in store activation Innovative media Internet Pack designed by Kenzo TAKADA Experiential Marketing & sampling

Coca-Cola light by How to lighten the program at Monoprix stores Day & night billboards with an enhanced plan in Paris

A two month fully tailor made plan with five highlights Integrated Limited launch can edition 22/03 1/02 - 5/02 In store Unique communication consumer premiums 1/02 – 21/03 8/02 – 28/02 Cross Marketing plan 1/03 – 21/03

A two month fully tailor made plan with five highlights In store Limited communication can edition Integrated launch Unique consumer premiums Cross Marketing plan

A fully marketing plan : it works ! Integrated Limited launch can edition 22/03 50% 1/02 - 5/02 of Monoprix volume growth In store Unique communication consumer premiums 1/02 – 21/03 on total soft-drinks 8/02 – 28/02 Cross Source: IRI - P3+P4/05 Marketing plan 1/03 – 21/03

The collaborative approach goes on for 2005 / 2006 Shelve theatralization Promotion efficiency Immediate consumption

Why it works? Customers first Active and stable relationship Permanent innovation Result oriented

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ECR Europe Forum '05. Shopper. Case Study Monoprix Coca Cola

by ECR Community on Jan 09, 2010

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ECR Europe Forum ’05. Shopper. Case Study Monoprix Coca Cola — Presentation Transcript