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

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

  1. 1. Shop-in-Shop Bacardi
  2. 2. <ul><li>Rums =9% premium imported alcohol, 270k css* </li></ul><ul><li>The fastest growing category +36% annually (CAGR*) </li></ul><ul><li>Bacardi – 61% of rums**, </li></ul><ul><li>Strength in on-trade (40% volume) </li></ul>What is Bacardi in Russia? * Customs data excl. CIS, 2009 ** Business Analytica data, Jan-Feb’10
  3. 3. Consumption in Russia =
  4. 4. Cocktail culture
  5. 5. 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
  6. 6. What is cocktail for retailer? + + + = $$ = $ Bacardi
  7. 7. 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
  8. 8. Layout Before After
  9. 9. The result Shop in Shop: +33% sales volume Sales Before After
  10. 10. How?
  11. 11. Visualization Monitors Sound 2+1 Light-boxes Plazma screen United composition!
  12. 12. Information value and convenience Touch screen Recipes send function by e-mail and bluetooth Every recipe printing in store
  13. 13. Quality Coloring in-store print Materials and assembly
  14. 14. SiS assessment by consumer * Resource: Consumer survey in Metro by Global Point agency
  15. 15. How? SiS Video

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