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Slide 1
Slide 2
Beverage Category Roundup
Slide 3
Beverage Bonanza Welcome & Introductions Category Overview
Fun Facts Doing Business with the Beverage Team Examples Quiz Q
& A 2
Slide 4
Beverage Category Directory BEVERAGES Michelle Frost, Category
Manager (804) 734-8000, extension 4-8696 Fax: (804) 734-8009 PP
78696 E-mail: [email protected] Coffee Ground Bagged, Coffee
Whole Bean, Coffee International, Coffee Instant Flavored/Bagged,
Coffee Instant Regular, Coffee Canned, Coffee Ground Flavored,
Coffee Creamers, K-Cups, Coffee Filters, Instant Breakfast, Tea
Bagged, Herbal/Flavored Tea, Instant Tea/Mix, Hot Cocoa, On-the-Go
Breakfast Shakes, Instant Breakfast, Shelf Stable Milk, Milk
Modifiers, Canned and Powdered Milk Multi-Pack Juice,
Cranberry/Cranberry Blend Juice, Drink Mix Syrup Fruit Flavors,
Drinks Fruit and Nectars Juice, Vegetable/Tomato/Prune Juice,
Aseptic Juice, Lemon/Lime Juice, Pineapple Blends/Juice, Apple
Juice/Cider, Grapefruit Juice, Sparkling Juice Soda, Premium Soda,
Value Soda, International Beverages, Water, Water Filtration,
Flavored/Sparkling Water, Isotonic Beverages, New Age Beverages,
Kosher Beverages, Cocktail Mixers, Powdered Instant Drinks, Water
Enhancers, Freeze Pops, Energy Drinks, Hispanic Beverages, Liquid
Coffee Lisa Owens, Merchandising Specialist Vacant, Business
Analyst (804) 734-8000, extension 4-8181 Fax: (804) 734-8009 PP
78181 E-mail: [email protected] Michelle Bibbs &
LorettaTucker - Planogrammers Michel le Photo 3
The Beverage Categories BREAKFEST BEV2GOMay COFFEE K-CupsJune
COFFEE GROUND BAGGEDApril/July COFFEE WHOLE BEAN BAGGEDApril/July
COFFEE INTERNATIONALApril/July COFFEE INSTANT
FAVORED/BAGGEDApril/July COFFEE INSTANT REGULARApril/July COFFEE
CANNED REGULARApril/July COFFEE GROUND FLAVOREDApril/July CREAMERS
POWDERED NON DAIRYApril TEA BAGGEDNov/Dec TEA FLAVORED OR
HERBALNov/Dec TEA INSTANTNov/Dec COCOAMay MILK SWEET
EVAPORATEDjanuary/June MILK POWEREDjanuary MILK ULTRA HIGH TEMP
UHTjanuary K-CUPS ALL OtherJune MILK FLAVORINGMay FILTERSApril
JUICE MULTI PACKSMarch/August JUICE CRANBERRY/CRAN
BLENDSMarch/August JUICE DRINK MIX SYRUP FRUIT FLAVORMarch/August
JUICE DRINKS AND NECTARS FRUITMarch/August JUICE VEGETABLE
TOMATO/PRUNEMarch/August JUICE ASEPTICMarch/August JUICE LEMON
/LIMEMarch/August JUICE PINEAPPLE OR PINEAPPLE BLENDSMarch/August
JUICE OR CIDER APPLEMarch/August JUICE GRAPEFRUITMarch/August SODA
PREMIUMDecember WATER FILTRATIONSeptember SODAS ALL
FLAVORSJuly/December WATERSeptember DRINKS ENERGYApril/October
DRINK MIXES POWDEREDJanuary/February DRINKS ISOTONICOctober SODA
VALUEJuly MIX SPECIALITY LIQUID & DRYAugust FREEZE POPSNovember
DRINK MIX TONIC CLUB SODAAugust NEW AGE BEVERAGEApril/October WATER
SPARKLING OR FLAVOREDSeptember INTERNATIONAL BEVERAGES -
HOLIDAYJanuary NEWITEMPRESENTATIONSNEWITEMPRESENTATIONS 5
Slide 7
Overall Category Management Objectives Grow Volume, Grow Value,
Grow Loyalty Transform strategies of business plan to category plan
which should be implemented around the The First Moment of Truth
Use fact-based decision process Continuously focus on best
practices, recognizing different shopper behavior 6
Slide 8
Marketing Strategies Right Assortment Right Prices Right
Promotions Right Location and Space in Store Right NPIs 7
Slide 9
Marketing Strategies (Continued) Traffic Building Getting more
patrons to the store and the category Transaction Building
Increasing the patrons average spend while showing savings Creating
Excitement Continuing to offer innovative, fashionable products and
promotions Image Enhancing Strategy aimed at creating the right
image toward the category consumer Your commissary, its worth the
trip! 8
Slide 10
Tactics Assortment Focus on the leading brands of the category
Review marginal items with low contribution to sales Focus on
new-to-the-world products Price Shelf prices offering patron
savings of 30% Optimize sale prices no lower outside the gate Focus
on top brands Merchandising Shelf space sufficient to last between
stocking periods Sufficient space for Regional and S-coded items
Promotions Continue creative theme events Develop activities and
events for new item introductions Use pallets when offered to
simplify merchandising 9
Slide 11
How Joint Business Plan Overall Objective Working together to
create better business results for both DeCA and you Create better
understanding of common business issues and opportunities Joint
development of growth strategies Joint development and
implementation of category development plan Ongoing monitoring and
negotiation based on common understanding and best practices
10
Slide 12
How The Joint Business Plan-Guiding Principles Common focus to
grow the category, based on improved consumer and shopper
satisfaction, greater volume, greater turnover Work in the greatest
possible transparency and there should, in principle, not be any
sacred cows Common goals and objectives and decisions based on
facts and data Both parties must be committed to implement
decisions Frequent check point discussions Results for All 11
Slide 13
Bonanza Quiz 12 Lets see if you were paying attention
Slide 14
Bonanza Question 1 13 This city in the US consumes 7 times more
coffee than any other US City.
Slide 15
Bonanza Question 2 14 According to many historians, from which
country did coffee originate?
Slide 16
Bonanza 3 15 What 2 countries were the first to bottle Coca
Cola outside of the US?
Slide 17
Bonanza 4 16 What soft drink manufacturer was the first foreign
product allowed into Russia?
Slide 18
Bonanza Question 5 17 Which major soft drink is a blend of 23
different flavors?
Slide 19
18 Bonus What is the Name of this Iconic Beverage
Character