A market research evaluation and analysis of current accounts.

1. Market
Evaluation
By Corey Wagner

2. Topics for On-Premise
Accounts
• Outside signage: any sign displays for beer products
physically outside the account
• Impact zones: constitutes as signage or any means
of product promotion (ie.
Mirrors, neons, posters, etc) once you walk into the
accounts (what is the first thing that sticks out in
your mind when you walk into an account).

3. Topics for On-Premise
Accounts
• Entertainment zone: Televisions, DJ area, stage
• Back Bar: area available behind the bar for product
recognition; this area was not accounted for in a
circular shaped bar because of lack of space
available to sign hanging.

4. Topics for Off-Premise
Accounts
• Outside signage: any sign displays for beer products
physically outside the account
• Main displays: located in the front of the store and
have a significant amount of beer available for the
customer to easily pick from; definitely should be
complimented by price poster and/or other
product attention getter

5. Topics for Off-Premise
Accounts
•
Cooler main displays: located inside the cooler for
the customer to choose from and controls majority
of initial sight upon entrance
• End cap/Key positioning: displays located at the
end of rows in the store or areas in the store that
have the most foot traffic
• Cooler entrance displays: displays or pallets of beer
located on the outside of the cooler on either side
of the entrance.

6. Total number of accounts
visited
Sales
4%
number of onpremise
30%
66%
number of offpremise
number of six pack
shops
168
77
11

7. On-Premise: Outside
Signage
• Increases customer brand recognition, before
entering an account, is the first step in persuading a
customer to drinking a Coors division product
• Clearly displays the special, which increases foot
traffic to account
• Getting signs made for an account and hanging
them up for the account displays to the decision
maker that you are concerned about the success
of the business

8. On-Premise: Outside
Signage
• 168 on premise accounts visited
• 86 had no outside signage
• Total outside signage: 198
• Coors outside signage: 78
• Average of 2.41 signs per account
• Coors division has 39% of the signs

9. On-Premise:
Outside Signage
Complete dominance of
entrance
This picture was reformatted
from the original to
fit, actually 4 other signs on
front of store. All Coors
Division products

10. On-Premise:
Outside Signage
Clearly identifies some of
the products the account
carries and the price of
each one

11. On-Premise:
Outside signage
Good: identifies the
special, the day it is on and
the time it takes place
Downside: No Steelers
specials in the market
yet, once the season is over
then the sign should be
updated

12. On-Premise:
Outside Signage
All specials and events need
to have signage so that
patrons are aware
of the events
This sign is located near the
rear entrance to the
bar, parking lot, thus
effective outside sign
placement

13. On-Premise: Outside
Signage
Located on back
patio under
televisions, and also
viewable from the
road
Eye grabber for
patrons to remember
the Coors Light name
and bring patrons
back for Sprint Cup
events

14. On-Premise: Impact Zone
• when you walk into an account there is an area
that directly draws your eyes for product signage or
promotional piece to identify
• the impact zone must contain at least 50% Coors
division signage ( 7 signs in impact zone; we have
two Coors signs, a Twisted Tea sign, and a Sam
Adams sign)

15. On-Premise: Impact Zone
• 74 accounts with no impact zones
• 94 accounts with impact zones
• Coors controls 25 impact zones
• Percentage of control by the Coors Division: 27%

16. On-Premise:
Impact Zone
Permanent point of sale in
account
A-Frame that was cut in half
In order for it to stay, it
needed to be screwed into
the wall

17. On-Premise: Impact Zone
• Insert Pictures here
Large sign over the
entrance to the bar that
shows the major brands
of the Coors division
Downside: not noticed by
all patrons because it is
not it is not eye level, thus
not utilized to potential

18. On-premise: Impact Zone
Clearly identifies the
special taking place
Picture of current
Coors Light celebrity
being endorsed
Only piece of
advertisement in
dinning room area

19. On- Premise:
Impact Zone
The only sign on the
entrance or inside a
bathroom

20. On-Premise:
Entertainment
• Accounts typically have an entertainment area
whether it is a television, darts board, slot games, DJ
stand, a stage, or pool table.
• Counted each individual entertainment point of
sale near a piece of entertainment (ie. Directly next
to or on top of an entertainment item)

21. On-Premise:
Entertainment
• 440 pieces of entertainment in accounts
• 136 Coors Light point of sale next to entertainment
• Coors controls 33% of the signage near entertainment
• 3.2 pieces of entertainment per account = we have 1.06
point of sale per piece of entertainment
*In smaller accounts, marketing/product posters near
entertainment have more of an effect due to conscious
and unconscious acknowledgement of the poster
(product branding at its finest)

22. On-Premise:
Entertainment
Competitors have
firm grasp of the
entertainment zone
in this photo
Solution: open spot
next to TV on the
right, see if
manager/owner will
allow you to put
something other
than a tin there;
product
differentiation

24. On-Premise:
Entertainment
Located directly
next to the
“cornhole pit” and
fire pit.
Sign is enormous
and obviously
demands and
attracts the
attention of the
patrons to drink
Coors Light

25. On-Premise: Back Bar
• Factor: small accounts don’t have the luxury of an
abundance of space to hang signs or an area at all
to hang them
Bar Back Total
158
Coors Bar Back
43
Coors Back Bar with Pricing
9
Coors Percentage
27%

26. On-Premise: Back Bar
Due to the size of the wooden
barrel, patrons eyes are drawn to the
Samuel Adams’ name

27. On-Premise: Back
Bar
Guinness banner should be
there instead, perfect fit for
St. Patricks day
Banner needs to be
replaced with something
more up to date!
Opportunity available for
positioning

28. On-Premise: Back
Bar
Tip jar that attracts patrons
eyes
Any piece of point of sale
that can separate your
product from a competitor
is effective marketing

30. Off-Premise: Outside
signage
Total outside signage
459
Coors Outside signage
165
Coors representation
36%
- 77 accounts were visited, 20 didn’t have signs outside
- Average of 8.05 signs per account
- Coors has 2.89 signs per account

31. Off-Premise: Outside
signage

32. Off-Premise: Outside
signage
One of eight
signs, that doesn’t
even include anything
about a product
carried in the
distributor
Each sign
made, should meet
customer demand, but
also benefit
yourself/product at the
same time

33. Off-Premise: Number of
Main displays
• Display contains a significant amount of beer
(aesthetically pleasing to entice customer to
purchase)
• not just a couple cases laying near the entrance
Number of main displays
196
Coors Main displays
62
Coors main display percentages
32%

34. Off-Premise:
Number of Main
displays
Effectively displays various
types of seasonal beers in
the market
Allows the customer to easily
pick from the display.
Downside: various price
points, account may be
responsible for paying the
lower price because of
misleading advertisement

35. Off-Premise:
Number of Main
displays
Attention grabber!
Simple displays that
effectively shows products
and is able to be picked by
all types of customers
Lead with top brands

36. Off-Premise: Number of
Main displays
Downside: the sign is
make-shift and does not
look appealing to customer
Upside: Maintaining
product positioning on end
cap of row, with a new
placement for sign on the
way

37. Off-Premise: Number of
Main displays
Upside: large display and
first display patrons
recognize when walking
into account; it is easy to be
picked from
Downside: theme of display
is scattered and has not
coherent theme outside of
sports, but it seems
accidental

39. Off-Premise: Cooler main
displays
• Factor: not all Distributors are customer friendly for
walk in coolers
Total cooler main displays
83
Coors cooler main displays
30
Coors percentage
36%

40. Off-Premise: Cooler main
displays
• Not extremely
large, but effective
• First priority is to
effectively use a
position to its fullest
potential
• Product
recognition by
patrons will sell
more beer than
anything

41. Off-Premise:
Cooler main
displays
The yuengling sign is not
located over any of the
yuengling products shown in
the poster. Instead the
product is located on the
other side of the cooler
Solution: hag a Molson sign
in its place and move
yuengling sign to the other
wall

42. Off-Premise: End cap/
Key positioning
• 476 total end caps and key positions
• Coors has 164 end caps or key positioning
• 34% of the main areas of accounts contain Coors
division products
* Number is skewed due to the fact that lower quality
beer is typically located in the rear isle of the store
that we do not have and occupies an end cap

43. Off-Premise: End cap/
Key positioning
Upside: Good display for product
recognition, and mentally imprinting
into patrons minds that they carry
Sam Adams
Downside: The display is rendered
ineffective since there
are no cases in the display; customers
are lazy don’t want to put in more
effort than necessary to get the beer
they want

44. Off-Premise: End cap/
Key positioning
Understandable
Unacceptable
- Consolidate the
down to one single
rack
- Eliminating
competitor’s
comparison in
flavors and price

45. Off-Premise: End
cap/ Key
positioning
Upside: great store
positioning!
Downside: clutter,
inconsistent themes
(hockey, football, country
music), looks messy
Solution: pick one theme
and build a quality display
based around that theme

46. Off-Premise: Cooler
entrance total displays
• Area directly outside of the entrance to a walk in
cooler for customers
Total cooler entrance displays
83
Coors cooler entrance
29
Coors cooler entrance
percentage
35%

47. Off- Premise:
Cooler entrance
total displays
Miller light neon is the only in
the account that works.
All other Coors neons (about
10) were plugged in, that is
just laziness to replace them
with signs or LED alternates

48. Overview: On-Premise
• Outside signage:
o since so few signs per account, utilize any opportunity available
for positioning
o Ask to update signs for the new season, potential for getting
another special increases
• Impact zones are not utilized enough
o Specials should be displayed to patrons entering here
o Easy to take over majority (not utilized by any company enough)
o Even the most simple signs are impactful here, almost impossible
to miss signs in this area

49. Overview: On-Premise
Entertainment zones:
•
•
inconsistent positioning
High traffic area, opportune to capitalize on positioning against
competition
Back bar:
•
•
generally tough positioning, try to utilize napkin holders if no other
options
Great way to notify patrons of new beers available, specials, or
anything they need notified about

50. Overview: Off-Premise
• Outside signage:
o signs can get lost in mix; make your sign differentiate Coors
Products from competitors (attract patron’s eyes)
o ideal: closest to the door, and has a faces the road
• Main displays:
o Don’t mix packages with different price points
o don’t mix themes (steelers, penguins, pirates)
o Ask yourself: “would I want to buy off of this?”

51. Overview: Off- Premise
•
Cooler displays:
o product placement makes a huge difference
o Signage above product matters!
o Focus a majority of time
• Cooler entrance displays:
o rarely used… people like shopping from coolers so it’s an easy
position to take from competition
o Easiest place for point of sale

52. Consistency
ASK
Tunnel vision
Creativity

53. THE END