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TRADE MARKETING


              Anton Razumov
              +7 916 705 80 04
              anton.razumov@gmail.com
              linkedin.com/in/antonrazumov
              slideshare.net/antonrazumov
              twitter.com/ZooMik
Bacardi at Youtube
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+Cola
premium alcohol between 400 rur. for 0.5 l	
  
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           2011
Source:	
  Business	
  AnalyGca	
  –	
  Total	
  Russia	
  –	
  Food	
  &	
  Beverage	
  
                                                                                                  Hypermarkets (incl.Metro C&C)   Supermarkets   Discounters   Minimarkets
          	
  	
  Nielsen	
  2010-­‐2011	
  
Target consumers
Factor 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
Portfolio range
Current range of the product
•    Rum brands
Bacardi Superior, Bacardi 151 degree, Castillo Silver/Gold/Spiced, Palmas, Estilar
•    Flavored Rum
Bacardi Limon, Bacardi O, Bacardi Razz/Berry, Bacardi Coco
•    Vodka brands
Greygoose, Russian Prince Natasha
•    Scotch whiskey brand
Dewar’s White label, Black label, Signature
•    Single malt scotch whiskey
Aberfeldy, Glen Deveron, Aultmore
•    Gin brands
Bombay, Bombay sapphire, Bosford
•    Tequilla brands
Cazadore blanco, Corzo, Camino Real
•    Brandy brands – Viejo Vergel
•    Liquor brands - Get27/3, B&B
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.
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
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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Trade marketing for Bacardi

  • 1. TRADE MARKETING Anton Razumov +7 916 705 80 04 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
  • 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+Cola premium alcohol between 400 rur. for 0.5 l  
  • 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 2011 Source:  Business  AnalyGca  –  Total  Russia  –  Food  &  Beverage   Hypermarkets (incl.Metro C&C) Supermarkets Discounters Minimarkets    Nielsen  2010-­‐2011  
  • 5. Target consumers Factor 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
  • 7. Current range of the product •  Rum brands Bacardi Superior, Bacardi 151 degree, Castillo Silver/Gold/Spiced, Palmas, Estilar •  Flavored Rum Bacardi Limon, Bacardi O, Bacardi Razz/Berry, Bacardi Coco •  Vodka brands Greygoose, Russian Prince Natasha •  Scotch whiskey brand Dewar’s White label, Black label, Signature •  Single malt scotch whiskey Aberfeldy, Glen Deveron, Aultmore •  Gin brands Bombay, Bombay sapphire, Bosford •  Tequilla brands Cazadore blanco, Corzo, Camino Real •  Brandy brands – Viejo Vergel •  Liquor brands - Get27/3, B&B
  • 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. 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. Thank you! Anton Razumov +7 916 705 80 04 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik