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Monoprix

Consolidated sales 2004 : 3,8 Billion

294 stores
18 000 employees

Monoprix personality

Balanced sales between food/non food


Very extensive range: 25000 SKU food business
Strong, specific and well-known private labels
Partnerships with small as well as big firms

Anticipation and democratization


of new trends and innovative concepts

Monoprix: a specific banner

Monoprix: a specific banner

Department
stores

Supermarkets

Specialized
stores

Convenience
stores

Monoprix: a specific customer


Young single
Senior
single

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: a specific customer


Young single
Senior
single

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: a specific customer


Young single
Senior
single

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

Development of new concepts


and new formats

Added value creation

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

Why do we work together ?


Segmentation by life cycle profiles: % value
Family majority-aged kids

11,7
23,5

Family high school kids


Family elementary school kids

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

Source : consumer panel

16,1
5,2
6,9
5,9
4,4

Supermarket

20,3
10,3

13,7

Family nursery school kids


Senior couple

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

Monoprix / Coca-Cola light: common profiles


A common target: young urban adults

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

Use Coca-Cola light brand as a leverage


of image and loyalty for Monoprix store

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%

Monoprix & Coca-Cola : a long term partnership based on


strategic alignement
permanent sharing process

Differentiation to create added value :


the 2005 projects jointly developed

Service differentiation:
Free Home delivery

Marketing differentiation:
Shopper connection

Product differentiation :
New assortment

Differentiation to create added value

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

Free Home Delivery for Coca-Cola light shoppers


Satisfy a real shopper expectation
Increase turnover
Strengthen Monoprix image

Key Success Factors


Easy consumer mechanism
Right timing
Execution with an integrated media plan

Radio Monop

Floor sticker

Mailing

Differentiation to create added value

Product differentiation :
New assortment

Product differentiation :
new assortment

Specific SKU

Specific launch plan

Three pack: the right


size for Coca-Cola light
shoppers at Monoprix

Anticipated
&
integrated plan

2004

2005

Coca-Cola light lime :


an anticipated plan

Teasing

2 steps

Launch
time

Week prior
to launch

First
two weeks

Radio Monop

Radio Monop

Based on Monoprix media and in store communication

An integrated launch plan


Stickers
Interactive terminal

Innovation tower rack


leaflet

An anticipated and integrated plan:


it works !
Stickers
Interactive terminal

100%

weighted distribution
within a week

N5 sales ranking in 8 weeks


Innovation tower rack
Source: IRI - P3+P4/05

leaflet

Differentiation to create added value

Marketing differentiation :
Shopper connection

Coca-Cola light by

A marketing plan never seen before !

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

Day & night billboards with an enhanced plan in Paris

A two month fully tailor made plan


with five highlights
Integrated
launch

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

A two month fully tailor made plan


with five highlights
Limited
can edition

In store
communication
Integrated
launch

Unique
consumer
premiums

Cross
Marketing plan

A fully marketing plan : it works !

Integrated
launch

Limited
can edition

22/03

1/02 - 5/02

50%

of Monoprix volume growth


1/02 21/03
8/02 28/02
on total soft-drinks
Unique
consumer
premiums

In store
communication

Cross
Source: IRI
- P3+P4/05
Marketing plan

1/03 21/03

The collaborative approach goes


on for 2005 / 2006
Shelve theatralization

Promotion efficiency

Immediate consumption

Why it works?
Customers first
Active and stable relationship

Permanent innovation

Result oriented

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