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294 stores
18 000 employees
Monoprix personality
Department
stores
Supermarkets
Specialized
stores
Convenience
stores
Monoprix
Young
couple
Senior
couple
Family
nursery
school kids
Middle-aged
single
Family
elementary
school kids
Middle-aged
couple
Family
high school kids
Family
majority-aged kids
Monoprix
Young
couple
Senior
couple
Family
nursery
school kids
Middle-aged
single
Family
elementary
school kids
Hyper
Middle-aged
couple
Family
high school kids
Family
majority-aged kids
Monoprix
Young
couple
Senior
couple
Family
nursery
school kids
Middle-aged
single
Family
elementary
school kids
Super
Middle-aged
couple
Family
high school kids
Family
majority-aged kids
For customers
For brands
Manufacturers partnerships
Combine
Monoprix and the manufacturer brand loyalty
in order to increase shopper satisfaction
and turnover through
customized value propositions
Differentiation
Innovation
11,7
23,5
7,9
2,8
3
Middle-aged couple
11,9
15,2
8,3
11,4
9,7
7,2
7,2
8,7
Young couple
Senior single
Middle-aged single
Young single
16,1
5,2
6,9
5,9
4,4
Supermarket
20,3
10,3
13,7
25,1
7, 8
6, 9
7,5
16
15
5,9
15,3
13,8
13,4
Monoprix
6,1
5,3
5
4,5
Soft-drinks
6,5
8
10, 8
Coca-cola light
Coca-Cola light :
N2 soft-drinks brand
A High level
of loyalty
172
100
Average brand
Soft-Drinks
164
100
Coca-Cola
light
Average shoppers
Coca-Cola light
Especially
on the
target
Young single
& couple
Organization :
a cross functional dedicated team
Mirror
organization
B. SANCHEZ INCERA
CEO Monoprix
D. FENECH
S. DUTHOIT
F. ONDRUSKA
General managers
H. PATRICOT
CEO Coca-Cola
Entreprise
Sales
P. LAMBOLEY
PJ. CREVISIER
G. LECLERC
B. DUVALLET
M. POMMAREL
Marketing / Communication /
data sharing
V. SURGET
S. PEQUIGNOT
S. DE GAULIER
A. BOUZANNE
A. CARINI
Supply chain
JM. ROTHIER
Remember Brussels04 :
collaborative CRM
Results :
Coca-Cola light : +35%
Total soft-drinks: +9,1%
Service differentiation:
Free Home delivery
Marketing differentiation:
Shopper connection
Product differentiation :
New assortment
Service differentiation :
Free Home delivery
Service differentiation
Urban stores,
50% no parking
Convenience
shopping trip
Easy shopping strategy
Beverages
= heavy products
Loyal buyers
High level of in store
spending
Radio Monop
Floor sticker
Mailing
Product differentiation :
New assortment
Product differentiation :
new assortment
Specific SKU
Anticipated
&
integrated plan
2004
2005
Teasing
2 steps
Launch
time
Week prior
to launch
First
two weeks
Radio Monop
Radio Monop
100%
weighted distribution
within a week
leaflet
Marketing differentiation :
Shopper connection
Coca-Cola light by
Valentines Day in
store
activation
Innovative media
Internet
Pack designed
by Kenzo
TAKADA
Experiential Marketing
& sampling
Coca-Cola light by
How to lighten
the program at
Monoprix stores
Limited
can edition
22/03
1/02 - 5/02
Unique
consumer
premiums
In store
communication
1/02 21/03
8/02 28/02
Cross
Marketing plan
1/03 21/03
In store
communication
Integrated
launch
Unique
consumer
premiums
Cross
Marketing plan
Integrated
launch
Limited
can edition
22/03
1/02 - 5/02
50%
In store
communication
Cross
Source: IRI
- P3+P4/05
Marketing plan
1/03 21/03
Promotion efficiency
Immediate consumption
Why it works?
Customers first
Active and stable relationship
Permanent innovation
Result oriented