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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, ...
Monoprix: a specific banner
Monoprix: a specific banner



Department
               Supermarkets
  stores



Specialized     Convenience
  stores    ...
Monoprix: a specific customer

                                       Young single
                          Senior       ...
Monoprix: a specific customer

                                       Young single
                          Senior       ...
Monoprix: a specific customer

                                       Young single
                          Senior       ...
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...
Why do we work together ?

               Segmentation by life cycle profiles: % value
                                   ...
Coca-Cola light :
                     N°2 soft-drinks brand

A High level              172                            164...
Organization :
        a cross functional dedicated team

                              Mirror
                           ...
Remember Brussels’04 :
             collaborative CRM




                                       Results :
               ...
Differentiation to create added value :
         the 2005 projects jointly developed


Service differentiation:      Marke...
Differentiation to create added value



  Service differentiation :
    Free Home delivery
Service differentiation


 Urban stores,                         Beverages
50% no parking
                              ...
Key Success Factors

 Easy consumer mechanism
 Right timing
 Execution with an integrated media plan




 Radio Monop’ ...
Differentiation to create added value



  Product differentiation :
      New assortment
Product differentiation :
               new assortment




    Specific SKU           Specific launch plan
 Three pack: t...
Coca-Cola light lime :
                an anticipated plan


                     2 steps               Launch
 Teasing   ...
An integrated launch plan

                        Stickers

Interactive terminal




                                    ...
An anticipated and integrated plan:
                      it works !

                        Stickers

Interactive termin...
Differentiation to create added value




 Marketing differentiation :
    Shopper connection
Coca-Cola light by
A marketing plan never seen before !




Valentines Day in
      store
    activation


                              Inno...
Coca-Cola light by




                   How to lighten
                   the program at
                   Monoprix sto...
A two month fully tailor made plan
       with five highlights


         Integrated               Limited
           laun...
A two month fully tailor made plan
                with five highlights

   In store                                      ...
A fully marketing plan : it works !


           Integrated                   Limited
             launch                 ...
The collaborative approach goes
          on for 2005 / 2006

Shelve theatralization        Promotion efficiency




     ...
Why it works?


       Customers first


Active and stable relationship


   Permanent innovation


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

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The latest update on 10 years’ experience with demand-side implementation, with special emphasis on shopper value, category growth, POS data management and excellence in execution through the power of collaboration at the store level. Four case studies take a fresh look at product development and introduction, efficient promotion, assortment and merchandising.

Published in: Business, Technology
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ECR Europe Forum '05. Shopper. Case Study Monoprix Coca Cola

  1. 1. Monoprix  Consolidated sales 2004 : 3,8 Billion €  294 stores  18 000 employees
  2. 2. 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
  3. 3. Monoprix: a specific banner
  4. 4. Monoprix: a specific banner Department Supermarkets stores Specialized Convenience stores stores
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Development of new concepts and new formats
  9. 9. Added value creation For customers For brands
  10. 10. Manufacturers partnerships Combine Monoprix and the manufacturer brand loyalty in order to increase shopper satisfaction and turnover through customized value propositions Differentiation Innovation
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Differentiation to create added value : the 2005 projects jointly developed Service differentiation: Marketing differentiation: Free Home delivery Shopper connection Product differentiation : New assortment
  16. 16. Differentiation to create added value Service differentiation : Free Home delivery
  17. 17. 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
  18. 18. Key Success Factors  Easy consumer mechanism  Right timing  Execution with an integrated media plan Radio Monop’ Floor sticker Mailing
  19. 19. Differentiation to create added value Product differentiation : New assortment
  20. 20. 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
  21. 21. 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
  22. 22. An integrated launch plan Stickers Interactive terminal Innovation tower rack leaflet
  23. 23. 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
  24. 24. Differentiation to create added value Marketing differentiation : Shopper connection
  25. 25. Coca-Cola light by
  26. 26. A marketing plan never seen before ! Valentines Day in store activation Innovative media Internet Pack designed by Kenzo TAKADA Experiential Marketing & sampling
  27. 27. Coca-Cola light by How to lighten the program at Monoprix stores Day & night billboards with an enhanced plan in Paris
  28. 28. 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
  29. 29. A two month fully tailor made plan with five highlights In store Limited communication can edition Integrated launch Unique consumer premiums Cross Marketing plan
  30. 30. 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
  31. 31. The collaborative approach goes on for 2005 / 2006 Shelve theatralization Promotion efficiency Immediate consumption
  32. 32. Why it works? Customers first Active and stable relationship Permanent innovation Result oriented

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