Trade marketing for Bacardi

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Trade marketing for Bacardi

  1. 1. TRADE MARKETING Anton Razumov +7 916 705 80 04 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
  2. 2. Bacardi at Youtube
  3. 3. Market Analysis TOP WORLD premium alcohol sales*, $ bln RUM consumption in Russia**, % share Diageo Ciroc Svedka, 0.53 (new), 0.55 Ketel One , 0.535 Other Skyy, 0.61 23% Grey Gosse, Bacardi, 2.53 Сaptain 1.37 Morgan, 1.53 Pernord Ricard Patron, 1.1 (Havana Club) Smirnoff , 3.18 8% Bacardi Rus Jose (Bacardi) Cuervo, Diageo (Captain 59% Morgan, Zacapa) Hennessy, 2.77 1.03 11% Jim Bean + Jack Daniels, Maker Mark, 2.38 1.3 Cocktail consumption, %•  Rums =9% premium imported alcohol, 270k css* 63%•  The fastest growing category +36% annually (CAGR*) 49%•  Bacardi – 61% of rums**, 46%•  Strength in on-trade (40% volume) At Home•  Off-trade has great potential for cocktail culture development On-trade 13% 13% 9%Source:  *  Impact  Datalink,  March  2012;  **  ROSTAT,    2011;    ***  Customs  data  excl.  CIS,  2009;  ****  Business  AnalyGca  data,  Jan-­‐Feb 10;  *****Comcon, Russia, 2009, consumers of Mohito Rum+Cola Whisky+Colapremium alcohol between 400 rur. for 0.5 l  
  4. 4. Off-trade Analysis •  All Modern Trade formats grew faster then other retail in 2011: Hypermarkets é10%; Minimarkets é16%; Supermarkets é10% ; Discounters é16%; “Impulse”/kiosk ê4%; Open market ê10% 100% 90% 80% 11247 11547 12701 13971 10594 Total Consumer Spent 70% 60% Spent on Alcohol 50% 200.4 Annualy Money Income 178 40% 149.7 130.4 138.5 9384 6963 7968 8571 30% 6128 121 104.2 96.3 83.5 66.9 20% 10% 2961 3410 3627 3990 4628 6.3 6.9 8.1 9.2 9.5 0% 179 266 302 459 484 2005 2006 2007 2008 2009 2007 2008 2009 2010 2011Source:  Business  AnalyGca  –  Total  Russia  –  Food  &  Beverage   Hypermarkets (incl.Metro C&C) Supermarkets Discounters Minimarkets    Nielsen  2010-­‐2011  
  5. 5. Target consumersFactor to segment: Sex / Age / Income / Education / Lifestyle Gender: Female/Male Age: 18-25 First Income: More then 10 000RUR Target Education: Cover all education Lifestyle: Social Drinker Gender: Female/Male Age: 26-30 Second Income: More then 10 000RUR Target Education: Cover all education level Lifestyle: Social Drinker, Modern Society
  6. 6. Portfolio range
  7. 7. Current range of the product•  Rum brandsBacardi Superior, Bacardi 151 degree, Castillo Silver/Gold/Spiced, Palmas, Estilar•  Flavored RumBacardi Limon, Bacardi O, Bacardi Razz/Berry, Bacardi Coco•  Vodka brandsGreygoose, Russian Prince Natasha•  Scotch whiskey brandDewar’s White label, Black label, Signature•  Single malt scotch whiskeyAberfeldy, Glen Deveron, Aultmore•  Gin brandsBombay, Bombay sapphire, Bosford•  Tequilla brandsCazadore blanco, Corzo, Camino Real•  Brandy brands – Viejo Vergel•  Liquor brands - Get27/3, B&B
  8. 8. Current activities•  Eristoff launch: SOS 24 of june / Trade support as Bacardi•  Russkiy standart will introduce Mount Cay (RUM, Remy Cointreau): SOS: july’12•  Maxxium will have second push for Teacher’s (whisky)•  Minimarkets share will increased in central region by the end of 2012•  National Chains introduce efficiency program from sq.m.
  9. 9. Recomendations•  Introduce cocktail culture in NA/KA/National Chains•  Continue category development / decoration•  Implement clear price segmentation•  Clear segmentation by shopper decision tree•  Seasonal shelf share/gift-sets/promo correction for category segments with seasonal sales movement•  Delist stagnated SKUs / customize (optimize) per chain/account
  10. 10. Thank you! Anton Razumov +7 916 705 80 04 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik

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