Tatyana karaseva (bacardi). ekaterina kudryashova (real)

[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],International practice Global Corporate Culture Customer-oriented approach Complete Satisfaction of Customer Expectations Success oriented Business Thought Ambitious Drive for Steady Increase Innovative Retailing Force today… Source: www.real.ru ; www.planetr etail.net Real Hypermarkets No. of Stores, 2006-2010 15

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],- Member of BACARDI-MARTINI Group

Partnership in Category Management From Bacardi Rus side From Partner side ,[object Object],[object Object],[object Object],[object Object],[object Object],Qualitative execution Education / Consultation Analytical approach Shopper Insight Customer-oriented approach Category Management Strategic approach Main principles

Category Management Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],at the market for Customer-centric Category management for Frequent change of purchase behavior Growth of competition Insufficient customer- orientation Cost increase Market complexity challenges advanced approach Growth of multi-format retail chains CATEGORY MANAGEMENT

Premium Spirits Development Strategy Premium Spirits Structure* Source: * Customs, ** Real Sales Out Report, Moscow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],+30% +31% +11%

Methodology, Tactics & Actions Analysis Layout Implementation Navigation Category determination Category analysis Shopper research Outlet types grouping Range optimization Category segmentation Regional differences adaptation Planogram Decoration Implementation Trainings for Floor Managers in outlets KPIs

Shopper Insight Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Findings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assortment optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],Market trend analysis Competitive trends analysis Assortment analysis

Layout optimization Dry Sparkling wines Sweet Sparkling wines Imported Sparkling wines CIS Italy Chile Argentina French Champagne Italy Germany Hungary French Sparkling wine Spain ,[object Object],[object Object],[object Object],SPW variety Dry France Germany Brut Champagne Sweet Spain Austria Italy Prosecco Brut Brut Cava Chile Italy Others Asti

Rum, Gin, Tequila categories development Джины Текила Ромы

Rum category decoration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Installation of Category cocktail correct serve This exposition corresponds with seasonal cocktail focus (for summer period – Mojito, winter period – dark rum) Pocket with receipts of promoted cocktail

Tequila category decoration Installation of Category cocktail correct serve Pocket with receipts of promoted cocktail

Vermouth category decoration Installation of correct serve of the cocktail Pocket with receipts of promoted cocktail

Sparkling wines category decoration

Decoration evaluation by shoppers ,[object Object],Receipts of cocktail % Source: Results of Shopper Decoration Evaluation, 2010, May Base 242 Drawing attention Positive evaluation Customer education Motivation to try cocktail Decorators help to identify the Category Purchase stimulation Drinking culture understanding

Project efficiency Light spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets 23, 12 Test outlet – 10, Non-test outlet - 11, Average monthly Category sales exceed in test outlets +7% vs. non-test outlets - 3% Average monthly Category sales exceed in test outlets +11% vs. non-test outlets -9% Planogram implementation Trend (Non-test outlets) Trend (Test outlets) Decoration implementation +10% +20%

Project efficiency Strong spirits Source: Real Scan data Test outlets – 10, 11, 13 Non test outlets 23, 12 Test outlet – 10, Non-test outlet - 11, Average monthly Category sales exceed in test outlets +32% vs. non-test outlets +18 % Average monthly Category sales exceed in test outlets +31% vs. non-test outlets +16% Decoration implementation Planogram implementation Trend (Non-test outlets) Trend (Test outlets) +14% +15%

Project originality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thank you! ,[object Object],[object Object],[object Object],[object Object],Real Hypermarket Ekaterina Kudryashova Head of Space Management Department [email_address]

Tatyana karaseva (bacardi). ekaterina kudryashova (real)

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