Module 2.

0
Bacardi Category Management - Growing your Spirits sales

Wednesday, 20 June 2012

BCM - Growing your Spirits sales

THE SPIRITS CATEGORY HAS COMMON MARKET CHARACTERISTICS ACROSS MANY MARKETS

90

16.9

18

80 77.4 70 12.4 60 74.4 12.9 12.48 62.5 54.7 9.49 40 7.5 30 3.8 5.6 8.3 45.6 12.7

16

Over 50%
of alcohol shoppers buy during the holiday periods of Christmas and Easter

14

12

50

10

20

10

Beer

Wine Penetration

Aperitives Purchase frequency

Sparkling wine

Spirits

Category growth
is driven by more people buying spirits rather than exist ing spirits drinkers buying more

Value per occasion

Beer and Wine are bought by more shoppers, more often but Spirits shoppers spend more.

Spirits shoppers are valuable but typically retailers are not attracting enough of them

Wednesday, 20 June 2012

BCM - Growing your Spirits sales

WE ALSO KNOW THAT THERE ARE SOME COMMON CONSUMPTION BARRIERS FOR SPIRITS ADDRESSING THESE MATTERS Shoppers want to buy drinks not bottles

Cost:
Spirits perceived as expensive - High cost vs. other alcohol.

Control:
Spirits perceived as hard liquor, strong vs. wine and beer.

Calories:
Belief that spirits contain more calories / unaware of calories vs. beer & wine.

Convenience:
Spirits seen as inconvenient to prepare & consume at home.

Confidence:
Purchasers have a lack of knowledge of spirits / confidence to serve well.

There is a big opportunity to convert the high number of alcohol consumers to purchase Spirits if we can remove these barriers.
Wednesday, 20 June 2012

Our Growth plan

We want to grow your Spirits category

VISION
To put the Spirit into more alcohol occasions

We do this by focusing on clear objectives

OBJECTIVES
A more frequently shopped category Increase spirits penetration Move shoppers through the value ladder

We quickly understand the issues.... ....and give you an actionable plan to overcome them

KEY INSIGHTS, BARRIERS AND TRIGGERS

A more frequently shopped category Increase spirits penetration Move shoppers through the value ladder

Wednesday, 20 June 2012

We have a simple and actionable process to get results

ANALYSE IT! CALL TO ACTION

Define Objectives Understand Plan

PLAN TOGETHER!

CONTINUOUS IMPROVEMENT

EVALUATE AND LEARN

Review

Do

IMPLEMENT IT!

Wednesday, 20 June 2012

Why work with Bacardi? Because we....

1. APPRECIATE THE NEED FOR GROWTH NOT INTELLECTUAL DEBATE. 2. KNOW HOW BUSY PEOPLE ARE AND ONLY ASK FOR YOUR TIME WHEN WE NEED IT. 3. OPERATIONALLY AWARE - SOLUTIONS THAT WILL WORK FOR YOUR STORE. 4. UNDERSTAND THE BALANCE OF PACE AND PRECISION - WE COMPROMISE ON DETAIL FOR QUICKER SOLUTIONS FOCUSED ON THE BEST RETURN. 5. USE OUR ON AND OFF TRADE INSIGHTS TO HELP UNLOCK YOUR SPIRITS SHOPPER OPPORTUNITY.

Wednesday, 20 June 2012

And we....

1. Offer a collaborative approach. 2. Provide innovative ideas and workable solutions. 3. Offer an alternative, less biased point of view. 4. Have expertise across all the major sub-categories. 5. Drive long term growth not just short term gains.

Wednesday, 20 June 2012

Wednesday, 20 June 2012

Wednesday, 20 June 2012