啤酒業(yè)務(wù)通過伙伴分類管理獲得利潤增長(編輯修改稿)
2024-11-15 13:44 本頁面
【文章內(nèi)容簡介】 Trade shoppers from standard to premium and from small to large packs ? Increase price on Real Ales 36 MUC0203922990201 % spend from 1644180。s Safeway is in an ideal position to take advantage of the growing premium lager sector Down market amp。 young Down market amp。 old % spend from ABC1s Up market amp。 old Value lager Cider Premium ice lager Premium bottled lager Super strength lager Stout Standard Widget ale Bottled ale Asda Sainsbury Premium widget Stubbies Source: AGB Superpanel, 52 w/e 4th May 1998 Standard lager Somer field Up market amp。 young Tesco Safeway Premium canned lager Total Beer 37 MUC0203922990201 5 Premium lager was identified as the biggest opportunity for Safeway Market share Gap Quadrant Market share [%] Market growth [%] Standard Cheap Super strength Premium Stubbies Top 5 fair Share = % 10 10 20 30 40 50 10 20 15 38 MUC0203922990201 The aim was to gain Fair Share by 2021 Conclusion: Category Performances Measures Customer Forecast 1998/99 Objective 1999/00 Objective 2021/01 Loyalty Closure rate Average weight of purchase 163。 163。 163。 Financial Forecast 1998/99 Objective 1999/00 Objective 2021/01 Sales growth (LFL) 114 116 115 Market Forecast 1998/99 Objective 1999/00 Objective 2021/01 Market share Top 5 Indexed share vs. best of top 5 88 94 100 % % % Instore outof stock Average depot stock cover (days) Productivity Forecast 1998/99 Objective 1999/00 Objective 2021/01 39 MUC0203922990201 DUMMY: Explanation of marketing strategies 40 MUC0203922990201 We have assigned all the sectors and products to distinct marketing strategies Example: Transaction Building Products Main tactical directions Lager Bitter/Ale Stout ? Standard stubbies ? Standard lager – except Top 3 brands ? Premium bottled lager – 6+packs ? Premium cans ? Standard draught bitter – except Top 2 brands ? Premium draught bitter – 8+packs ? Bitter – except top brands ? Allocate more space to larger pack sizes ? Replace 4 pack with 6 pack (with early incentives) ? Feature POS on large pack sizes ? Improved trolley design to aid transport of large packs ? Bar coded coupons on largest packs 41 MUC0203922990201 DUMMY: Overview factical areas 42 MUC0203922990201 Main changes in our range On lager, we reduced regionally from 11 TU region to 2 thereby reducing plexity We increased the number of large multipacks to increase transaction size We introduced more frequent changes on real ale We maintained the brand differences between Scotland, England and Wales 43 MUC0203922990201 Major changes on pricing We increased the average price of highloyalty brands (esp. real ale) We matched petition on pricesensitive brands (esp. standard lager and bitter) Since the project, the category has suffered deflation, despite the tax increases (Index, EDLP environment) which forces us to update continuously 44 MUC0203922990201 Major changes on merchandising Flow changed recording to consumer decision tree Brand blocking More space to premium and multipacks Nichegondola hot spots Introduction of chillers 45 MUC0203922990201 DUMMY: Photos of before/after, Photos of chiller 46 MUC0203922990201 Major changes on pricing We decided to try promotion mechanics in order to increase weight of purchase Due to fundamental changes in the market (. emergence of Wal Mart) beer is used as a store traffic builder 47 MUC0203922990201 Category implementation approach ? We tested the new pla
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1