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TRADE MARKETING
Anton Razumov +7 916 705 80 04 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
Bacardi at Youtube
Market Analysis
Source: * Impact Datalink, March 2012; ** ROSTAT, 2011; *** Customs data excl. CIS, 2009; **** Business AnalyGca data, Jan-‐Feb’10; *****Comcon, Russia, 2009, consumers of premium alcohol between 400 rur. for 0.5 l
Bacardi, 2.53 Сaptain Morgan,
1.53
Patron, 1.1
Jose Cuervo,
1.03 Hennessy, 2.77
Jack Daniels, 2.38
Jim Bean + Maker Mark,
1.3
Smirnoff , 3.18
Grey Gosse, 1.37
Skyy, 0.61
Ketel One , 0.535
Svedka, 0.53 Diageo Ciroc (new), 0.55
TOP WORLD premium alcohol sales*, $ bln
Bacardi Rus (Bacardi)
59% Diageo (Captain Morgan, Zacapa)
11%
Pernord Ricard (Havana Club)
8%
Other 23%
RUM consumption in Russia**, % share
9% 13% 13%
63%
49% 46%
Mohito Rum+Cola Whisky+Cola
Cocktail consumption, %
At Home
On-trade
• Rums =9% premium imported alcohol, 270k css* • The fastest growing category +36% annually (CAGR*) • Bacardi – 61% of rums**, • Strength in on-trade (40% volume) • Off-trade has great potential for cocktail culture development
Off-trade Analysis
179 266 302 459 484
2961 3410 3627 3990 4628
6128 6963 7968 8571 9384
10594 11247 11547 12701 13971
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2008 2009 2010 2011
Hypermarkets (incl.Metro C&C) Supermarkets Discounters Minimarkets
66.9 83.5
104.2
130.4 138.5
6.3 6.9 8.1 9.2 9.5
96.3 121
149.7
178 200.4
2005 2006 2007 2008 2009
Total Consumer Spent
Spent on Alcohol
Annualy Money Income
Source: Business AnalyGca – Total Russia – Food & Beverage Nielsen 2010-‐2011
• All Modern Trade formats grew faster then other retail in 2011: Hypermarkets é10%; Minimarkets é16%; Supermarkets é10% ; Discounters é16%; “Impulse”/kiosk ê4%; Open market ê10%
Second Target
Factor to segment: Sex / Age / Income / Education / Lifestyle
Target consumers
Gender: Female/Male
Age: 18-25 Income: More then 10 000RUR
Education: Cover all education
Lifestyle: Social Drinker
Gender: Female/Male
Age: 26-30 Income: More then 10 000RUR
Education: Cover all education level
Lifestyle: Social Drinker, Modern Society
First Target
Portfolio range
• Rum brands
Bacardi Superior, Bacardi 151 degree, Castillo Silver/Gold/Spiced, Palmas, Estilar • Flavored Rum
Bacardi Limon, Bacardi O, Bacardi Razz/Berry, Bacardi Coco
• Vodka brands
Greygoose, Russian Prince Natasha
• Scotch whiskey brand
Dewar’s White label, Black label, Signature
• Single malt scotch whiskey
Aberfeldy, Glen Deveron, Aultmore • Gin brands
Bombay, Bombay sapphire, Bosford
• Tequilla brands
Cazadore blanco, Corzo, Camino Real
• Brandy brands – Viejo Vergel
• Liquor brands - Get27/3, B&B
Current range of the product
• Eristoff launch: SOS 24 of june / Trade support as Bacardi
• Russkiy standart will introduce Mount Cay (RUM, Remy Cointreau): SOS: july’12
• Maxxium will have second push for Teacher’s (whisky)
• Minimarkets share will increased in central region by the end of 2012
• National Chains introduce efficiency program from sq.m.
Current activities
• Introduce cocktail culture in NA/KA/National Chains • Continue category development / decoration • Implement clear price segmentation • Clear segmentation by shopper decision tree • Seasonal shelf share/gift-sets/promo correction for category segments with seasonal sales
movement • Delist stagnated SKUs / customize (optimize) per chain/account
Recomendations
"ank you!
Anton Razumov +7 916 705 80 04 anton.razumov@gmail.com linkedin.com/in/antonrazumov slideshare.net/antonrazumov twitter.com/ZooMik
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