<ul><li>CATEGORY  MANAGEMENT  </li></ul><ul><li>PARTNERSHIP </li></ul>
<ul><li>12 cities  </li></ul><ul><li>15 hypermarkets </li></ul><ul><li>4’569 – employees </li></ul><ul><li>122’995 м² - sa...
<ul><li>Unique family company on the alcohol market  (6-th generation at the head of the Company) </li></ul><ul><li>Herita...
Partnership in Category Management From Bacardi Rus side From Partner side <ul><li>Partnership goals: </li></ul><ul><li>Jo...
Category Management Background <ul><li>Optimized & well-balanced assortment </li></ul><ul><li>Clear logical layout </li></...
Premium Spirits Development Strategy Premium Spirits Structure* Source: * Customs, ** Real Sales Out Report, Moscow <ul><l...
Methodology, Tactics & Actions Analysis Layout Implementation Navigation Category determination Category analysis Shopper ...
Shopper Insight Methods <ul><li>Qualitative research </li></ul><ul><li>accompanied shopping </li></ul><ul><li>shopping in ...
Assortment optimization <ul><li>Category Management in Rums, Tequila,  Sparkling wines, Vermouth </li></ul><ul><li>Due to ...
Layout optimization Dry Sparkling wines Sweet Sparkling wines Imported Sparkling wines CIS Italy Chile Argentina French Ch...
Rum, Gin, Tequila categories development Джины Текила Ромы
Rum category decoration <ul><li>Category navigation objectives </li></ul><ul><li>Category visibility improvement </li></ul...
Tequila category decoration Installation of Category cocktail correct serve Pocket with receipts of promoted cocktail
Vermouth category decoration Installation of correct serve of the cocktail Pocket with receipts of promoted cocktail
Sparkling wines category decoration
Decoration evaluation by shoppers <ul><li>Installation of correct serve </li></ul>Receipts of cocktail % Source: Results o...
Project efficiency Light spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets  23, 12 Test outlet – 1...
Project efficiency Strong spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets  23, 12 Test outlet – ...
Project originality <ul><li>Tailor made approach  to Customers’ preferences of particular retail chain </li></ul><ul><li>C...
Thank you! <ul><li>Bacardi Rus LLC </li></ul><ul><li>Tatiana Karaseva </li></ul><ul><li>Category Manager </li></ul><ul><li...
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Tatyana karaseva (bacardi). ekaterina kudryashova (real)

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  • Импорт премиального алкоголя увеличился в 4 раза за последние 7 лет Переключение покупателей из категории Водки
  • Tatyana karaseva (bacardi). ekaterina kudryashova (real)

    1. 1. <ul><li>CATEGORY MANAGEMENT </li></ul><ul><li>PARTNERSHIP </li></ul>
    2. 2. <ul><li>12 cities </li></ul><ul><li>15 hypermarkets </li></ul><ul><li>4’569 – employees </li></ul><ul><li>122’995 м² - sales area </li></ul>International practice Global Corporate Culture Customer-oriented approach Complete Satisfaction of Customer Expectations Success oriented Business Thought Ambitious Drive for Steady Increase Innovative Retailing Force today… Source: www.real.ru ; www.planetr etail.net Real Hypermarkets No. of Stores, 2006-2010 15
    3. 3. <ul><li>Unique family company on the alcohol market (6-th generation at the head of the Company) </li></ul><ul><li>Heritage of 150th history of the Company </li></ul><ul><li>Biggest Premium Spirits importer in Russia </li></ul><ul><li>Unique premium spirits portfolio </li></ul><ul><li>Mission </li></ul><ul><li>Leadership in brand promotion in Russian Premium Spirits industry </li></ul><ul><li>Guide to world-famous alcohol cocktails drinking </li></ul>- Member of BACARDI-MARTINI Group
    4. 4. Partnership in Category Management From Bacardi Rus side From Partner side <ul><li>Partnership goals: </li></ul><ul><li>Joint Premium Spirits category development </li></ul><ul><li>Category growth </li></ul><ul><li>Assortment optimization </li></ul><ul><li>Creation of shopping best practice </li></ul>Qualitative execution Education / Consultation Analytical approach Shopper Insight Customer-oriented approach Category Management Strategic approach Main principles
    5. 5. Category Management Background <ul><li>Optimized & well-balanced assortment </li></ul><ul><li>Clear logical layout </li></ul><ul><li>Merchandising simplification </li></ul><ul><li>Simplification of shopping process </li></ul><ul><li>Customer’s loyalty increase </li></ul><ul><li>Growth of Premium Spirits category </li></ul><ul><li>Category layout in line with Shopper Insight </li></ul><ul><li>Customers education of the right consumption </li></ul><ul><li>Creation of shopping best practice </li></ul>at the market for Customer-centric Category management for Frequent change of purchase behavior Growth of competition Insufficient customer- orientation Cost increase Market complexity challenges advanced approach Growth of multi-format retail chains CATEGORY MANAGEMENT
    6. 6. Premium Spirits Development Strategy Premium Spirits Structure* Source: * Customs, ** Real Sales Out Report, Moscow <ul><li>Category Strategy </li></ul><ul><li>Premium Spirits are key categories in Retailer’s range: </li></ul><ul><li>Sales Value building </li></ul><ul><li>Traffic building </li></ul><ul><li>Transaction building </li></ul><ul><li>Image Enhancing </li></ul><ul><li>Category tactics </li></ul><ul><li>Optimal assortment matrix building on high loyalty & market leading items </li></ul><ul><li>Price gap analysis </li></ul><ul><li>Drive multi-purchase via attractive layout and consultancy </li></ul><ul><li>Category presentation improvement based on shopper behavior pattern </li></ul><ul><li>Innovative approach in decoration </li></ul><ul><li>Customers education </li></ul>+30% +31% +11%
    7. 7. Methodology, Tactics & Actions Analysis Layout Implementation Navigation Category determination Category analysis Shopper research Outlet types grouping Range optimization Category segmentation Regional differences adaptation Planogram Decoration Implementation Trainings for Floor Managers in outlets KPIs
    8. 8. Shopper Insight Methods <ul><li>Qualitative research </li></ul><ul><li>accompanied shopping </li></ul><ul><li>shopping in glasses with embedded camera </li></ul><ul><li>focus groups </li></ul><ul><li>on-line research </li></ul><ul><li>Quantitative research </li></ul><ul><li>interview in POS and in checkout aisle </li></ul><ul><li>shoppers’ behavior observation </li></ul>Findings <ul><li>Exceeding brand loyalty </li></ul><ul><li>Gift packs are good brand identificators </li></ul><ul><li>Customers read back labels during shopping </li></ul><ul><li>Shoppers are not experts in the category. </li></ul><ul><li>Difficult to make choice in mixed categories layout </li></ul><ul><li>Customers need clear logical layout </li></ul><ul><li>Department does not look premium enough </li></ul>
    9. 9. Assortment optimization <ul><li>Category Management in Rums, Tequila, Sparkling wines, Vermouth </li></ul><ul><li>Due to recessionary market trends, shoppers switch to cheaper brands – it is necessary to implement clear price segmentation </li></ul><ul><li>Clear segmentation by shopper decision tree </li></ul><ul><li>Seasonal shelf share correction for category segments with seasonal sales movement </li></ul><ul><li>Delisting of stagnated SKUs. </li></ul>Market trend analysis Competitive trends analysis Assortment analysis
    10. 10. Layout optimization Dry Sparkling wines Sweet Sparkling wines Imported Sparkling wines CIS Italy Chile Argentina French Champagne Italy Germany Hungary French Sparkling wine Spain <ul><li>Objectives </li></ul><ul><li>Build assortment based on target customers’ preferences </li></ul><ul><li>Deliver shelf space in line with Category sales, Market trends and Shopper decision tree. </li></ul>SPW variety Dry France Germany Brut Champagne Sweet Spain Austria Italy Prosecco Brut Brut Cava Chile Italy Others Asti
    11. 11. Rum, Gin, Tequila categories development Джины Текила Ромы
    12. 12. Rum category decoration <ul><li>Category navigation objectives </li></ul><ul><li>Category visibility improvement </li></ul><ul><li>Product availability </li></ul><ul><li>Attractiveness </li></ul><ul><li>Drive multi-purchase </li></ul><ul><li>Shopping in the Category simplification </li></ul><ul><li>Customers education </li></ul>Installation of Category cocktail correct serve This exposition corresponds with seasonal cocktail focus (for summer period – Mojito, winter period – dark rum) Pocket with receipts of promoted cocktail
    13. 13. Tequila category decoration Installation of Category cocktail correct serve Pocket with receipts of promoted cocktail
    14. 14. Vermouth category decoration Installation of correct serve of the cocktail Pocket with receipts of promoted cocktail
    15. 15. Sparkling wines category decoration
    16. 16. Decoration evaluation by shoppers <ul><li>Installation of correct serve </li></ul>Receipts of cocktail % Source: Results of Shopper Decoration Evaluation, 2010, May Base 242 Drawing attention Positive evaluation Customer education Motivation to try cocktail Decorators help to identify the Category Purchase stimulation Drinking culture understanding
    17. 17. Project efficiency Light spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets 23, 12 Test outlet – 10, Non-test outlet - 11, Average monthly Category sales exceed in test outlets +7% vs. non-test outlets - 3% Average monthly Category sales exceed in test outlets +11% vs. non-test outlets -9% Planogram implementation Trend (Non-test outlets) Trend (Test outlets) Decoration implementation +10% +20%
    18. 18. Project efficiency Strong spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets 23, 12 Test outlet – 10, Non-test outlet - 11, Average monthly Category sales exceed in test outlets +32% vs. non-test outlets +18 % Average monthly Category sales exceed in test outlets +31% vs. non-test outlets +16% Decoration implementation Planogram implementation Trend (Non-test outlets) Trend (Test outlets) +14% +15%
    19. 19. Project originality <ul><li>Tailor made approach to Customers’ preferences of particular retail chain </li></ul><ul><li>Clear and convenience shelf navigation implemented to simplify shopping </li></ul><ul><li>Customers education of the right consumption – Cocktails receipts, Installation of correct cocktails serve </li></ul><ul><li>Creation of shopping best practice to attract customers to Alcohol Department </li></ul><ul><li>Inspiration of Retailer perception like the benchmark of the best offer of Premium Spirits </li></ul><ul><li>Premium decoration materials to make premium look of the Category </li></ul>
    20. 20. Thank you! <ul><li>Bacardi Rus LLC </li></ul><ul><li>Tatiana Karaseva </li></ul><ul><li>Category Manager </li></ul><ul><li>[email_address] </li></ul>Real Hypermarket Ekaterina Kudryashova Head of Space Management Department [email_address]

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