off-premise merchandising guidelines...surfboard, case bin, surfboard rack. 5 small store...

2014

off-premise

merchandising guidelines

2

i. purpose & guiding principles

ii. merchandising by store format

largestore

smallstore

limitedaccess

decisionmakingcorridor

iii. merchandising solutions

floordisplays

cross-mercHandisingopportUnities

digital/e-commercegUidelines

iV. execution guidelines

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table of contents

3

purpose & guiding principles

merchandising guidelines

thefollowingaresetguidelinesforeffectivelymerchandisinggrandmarnier,includingdisplayrulesand

specificdosanddon’tsthatwillhelpmaximizebrandvisibility,awareness,andsales.

Key points forallposformats.

1. Keep it clean, Keep it fresh. a.allgrandmarniermerchandisingshouldbetimely,fresh,relevanttothetime period,anddisplayedinanunclutteredway(lookingforcleanlinesand placementinwelllit,highlytraffickedareasnearothersuperpremiumspirits).

b.Brandmaterialshavethemostimpactwhenmultipleprogramelementsare

displayedtogether.

c.ignorethetemptationtouseoldpos–onlyuseitemsthatarestillrelevantto brandandprogramspecific.

d.grandmarnierposanddisplaysmustbebuilttostandard,keptcurrent, andmeticulous.

2. integrate the portfolio.

a.incorporategrandmarnierraspberrypeachwhenevergrandmarniercordonrouge displaysaresecured(i.e.3casescordonrouge/1caseraspberrypeach).

3. Keep brand releVant with identified competitiVe set.

a.grandmarniershouldhavepremiummerchandisingandshelfspacewithinits cordialscompetitiveset.

b.grandmarniershouldalsobedisplayednearflavoredbrownspirit(JdHoney, crownroyalmaple,JimBeamredstag,etc)tosupportitsstraight/ontherocks consumptionstrategy

4. only use grand marnier pos.

a.donotusethird-partymaterialsincombinationwithgrandmarniermaterials.

b.nocorobuff,garland,decorativelights,genericpricesignage,unauthorized bannersorposters.

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large store mercHandising

window cling

*largestore(over2,000sq.ft.)–hasconsiderablemerchandisingspace,andincludeslargeliquorstores,grocerystores,drugstores,liquorchains,clubstores,massmerchandiseandmilitarypXstores.

large store* format keydisplay&posmercHandisingareasmUstinclUde:

• shelfmerchandising(mHUsastandard)

• eyelevelshelfset(andbehind-counterset)

• shelftalkers

• recipeorcouponneckers(ifapplicable)

• countercard• displayslocatedintrafficflowandviewablefromcounter

• casebinswithcasecard

• standee,displayenhancer

(ifapplicable)

• endcapswithcasecard

• merchandisingrack

• Windowclings

• doorposters

floor displays checKout counter & area

shelf window & door

surfboard, case bin, surfboard rack

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small store mercHandising

*smallstore(under2,000sq.ft.)–haslimitedmerchandisingspaceandincludeslocalstores,neighborhoodaccounts,smallliquordepartments(nomerchandisingoutsidedept.)andconveniencestores.

small store* format keydisplay&posmercHandisingareasmUstinclUde:

• countercard

• shelfmerchandising(mHUsastandard)

• eyelevelshelfset(andbehind-counterset)

• shelftalkers

• recipeorcouponneckers(ifapplicable)

• casebinswithcasecard

• standee

• merchandisingracks

• Windowclings

• doorposters

floor display shelf

checKout counter & area window & door

counter card

shelf talkerstandee & case bin

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*Bank,Bulletproof,limitedaccess,counteronlysales(>2000sq.ft.)productissecuredandnotavailableunlessassistedbystoreclerk.

limited access* store format keydisplay&posmercHandisingareasmUstinclUde:

limited access store mercHandising

• Windowclings

• doorposters

• shelfmerchandising(mHUsastandard)

• eyelevelshelfset(andbehind-counterset)

• shelftalkers

• recipeorcouponneckers(ifapplicable)

• countercard

shelf window & door

checKout counter & area

window clingshelf talker

counter card

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decision maKing corridor

1.pre-shopping

marketing(tomHUsastandards)viaretailerads,features,andsecondarymerchandising(designatedaccounts)suchasretailerwebsite,flyers,andloyaltyprograms.

2.storefrontposters,mats,permanentsignage,banners.

3.pre-shelfinterruptivemassdisplay,racks/bins,sampling,Vap,displayposandpermanentbrandsignage.

4.shelf-shopping

seemHUsashelfguidelinesforeachbrand.shelfposandvisibilityincludescoupons,shelftalkers,bottleneckers,coolerdoorposandpermanentsignage.

5.impulsecorridor

onroutetowardscheckoutcounter,focusingonracks/bins,cross-merchandising,Vap,giftcenters,lockedracksandlimitededitiondisplays.

6.checkoutcountersmallsizedisplays,countercards,behind-countervisibilityandsmalldisplaystacks.

large store

small store

limited access

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floor displays

merchandising standards:

•equipwithauthorizedgrandmarnierthematicpos

orflowpos.

•Useonlypremiumposmmaterialsproducedand

distributedbybrandteamorauthorized/produced

byBrandmuscle.

•keepdisplayclean,stocked,andrefreshed.

•casescutanddisplaysbuiltneatly.

•singleproductfeatureorgrandmarnierbrandgroup.

correct size and number of cases:

•grandmarniercordonrouge75%ofdisplay

•grandmarnierraspberrypeach25%ofdisplay

display location in Visible high traffic location:

•“a”location:hightrafficandvisibility–nottooearly

intrafficflow

•“B”location:secondaryto“a”standards,butsatisfies

somerequirements.

•“c”location:doesnotmeetanyofabovecriteria.

grand marnier display don’ts:

donotdisplayoldpackagesandVap

donotcreate“frankenstein”displaysthat

featuremultiplespecialpacksandrandom

oldposm

donotusethirdpartymaterialsondisplay

donotattachanyprintmaterialstocases

donotusecordonrougeandraspberry peachpostogether—raspberrypeach- specificposshouldonlybeusedon stand-aloneraspberrypeachdisplaysor whencross-merchandisedwitha complementarybrand.

for all displays:

•cutcasetopaccordingtoguidelines

•Usecurrentthematiccasecardsand

otherpaperpospieces(standees,etc)

SMALL: Up to 4 Cases -Single stack of product, or binwith case card

MEDIUM: 5-10 Cases -Double stack of cases side by side

LARGE (11-25 Cases) & EXTRA LARGE (25+ Cases) Stack cases together on end-cap or island display

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cross-merchandising opportunities - americanWHiskies

cordon rouge and flaVored brown spirits

1.placementofcordonrougenexttoflavoredbrown

spiritswillgetthebrandoutofthecordialssettingand

sidebysidewithitsactualcompetitiveset

2.securepremiumplacementofgrandmarniernextto

competitorssothatplacementandpriceconfirmsuper

premiumpositioningofbrand

3.Useonlybrandauthorizedposm

as the original flavored brown spirit, grand marnier’s key consumption focus is neat and on the rocks — as such, the brand must be placed with the other flavored brown spirits that are typically found in the whiskey section of the store.

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cross-merchandising opportunities - margarita

cordon rouge and margaritas

1.placementofcordonrougenearpremiumtequilas

willhelpgetthebrandoutofthecordialssectionand

reinforceitssuperpremiummargaritapositioning

2.createcross-merchandiseddisplaysthatareplaced

outsideofthetraditionalspiritssection(canplacein

megasummerdisplaysthatfeaturechips,limes,beer,etc)

3.Useonlybrandauthorizedposm

375mlWirerack—usewithanyexistingpremiumtequilacasestacking

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cross-merchandising opportunities - raspBerrypeacH

raspberry peach and other super premium spirits

1.placeraspberrypeachnexttosparklingwinesand

champagnetopromotetheraspberrypeachBellini

2.placerasbperrypeachnexttosuperpremiumtequilastopromotetheraspberrypeachmargarita

rasPberrY Peach Margarita

cosMoPolitan

grand bellini

3.placeraspberrypeachnexttosuperpremiumvodkastopromotethecosmopolitan

4.Useonlybrandauthorizedposmnote:raspberrypeach-specificposshouldonlybeusedifthebrandisdisplayedonitsownorwithacross-merchandisedbrand.raspberrypeach-specificposshouldneverbeusedwithcordonrougepos.

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digital / e-commerce gUidelines

guidelines:

•retailwebsitesmustadheretomHUsadigitalguidelines.

•correct,high-qualityrepresentationisessential.

•Websitesmustfeatureup-to-dateimagesandproductdescriptions.

content:

•onlyusehigh-resolutionimages.

•forcurrentimages,contactmHUsarepresentativeordownloadfrommHUsadistributorportal.

•correctspellingismandatory(nophonetics)

•includecurrenttastingnotes,awardsandaccolades.

•includeallkeycriteria:

•fullbrandname

•product

•country

•marque

•type

•style

•tastingnotes

•Quotes

•ratings&comments

landing pages:

•Highlightnewestcampaignsandremovepastcampaigns.

•Usebanneradswithcurrentimagesandpromotions.

search results:

•properfunctioningsearchengine

•accuratesearchresultsandlistings

•correctspelling

product catalog:

•professionalimages

•tastingnotesandratings

•productinformation

•Brandheritage(articles,videos,images)

•promotionalbannersandlinks

note:pleaseprovidelinkoffinallayouttotrademarketingforapprovalpriortoposting.

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grand marnier execution gUidelines

distribution

shelf

cold box

floor

watch-outs

• priorities (in order):cordonrougesizes750ml,375ml,1l,1.75l,50ml,200ml,gmtitanium(where

available)limitededition(peachraspberry,)100thanniversary,cuvée1880,Quintessence.

• sizes:cordonrougeequaltoorgreaterthanJägermeisterandBaileysirishcreambasebrandinallsizes.

•grandmarnier100thanniversary,cuvée1880andQuintessenceinaccountsthatstockJohnnieWalker

Blue.

•inhigh-endaccounts,distributegrandmarnierQuintessencewhereHennessyparadisorparadis

impérialisstocked.

•intopcognacaccounts,distributegmtitanium(whereavailable)whereremyVsopandHennessy

privilegearestocked.

• position:placeateyelevelforthegrandmarniercordialsset.adjacencies:Jägermeisterontheleft,

Baileysontheright.

• secondary position:placeateyelevelforflavoredbrownspiritsset.adjacenciescanincludeJackdaniels

Honey,WildturkeyamericanHoney,crownroyalmaple,JimBeamHoneyorredstag,etc.

• facings:secure2Xthenumberoffacingsascointreauandabettershelflocation.

• flow:gmtitanium(whereavailable)tobeplacedincognacsectioninbetweenHennessyandremy.

• flow:placegrandmarnierlimitededitions(peachraspberry)totherightofcordonrouge.

•Vapsandpromotionpacksshouldnotbemerchandisedonshelf.

•securegrandmarniercordonrougedistribution(sizes375mlor750ml)inaccountsthatstockother

chilledspirits,i.e.,Jägermeister.

•securegrandmarnierfloorpresence(displays,cases,location)equaltoorgreaterthansouthern

comfortandBaileysirishcream

•merchandisecordonrougeintolargetequiladisplays(donJulio)tocapitalizeon

margaritaconsumption.

•merchandisecordonrougewithotherflavoredbrownspiritstocapitalizeonbrand’sneat/straight/on

therocksconsumptionfocus

• cordon rouge: avoidadjacenciestocointreauorinexpensiveorangeliqueurimitators

(citrónge,grangala).

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grand marnier execution gUidelinescont....

grand marnier cordon rouge

adelicateblendoffinecognacandtheessenceofwildtropicaloranges.

grand marnier signature collection no2 – raspberry peach

ablendofsucculenteuropeanraspberriesandrare

redpeachesfromardècheinthesouthoffrance

combinedwiththeworldrenownedgrandmarnier.

grand marnier cuVée 1880

adistinctiveblendofaged,premium

grandechampagnecognacXoand

wildtropicalorangeparfum.

grand marnier Quintessence

ablendofrarecognacsanddouble

distilledorangeessenceagedin

frenchoakcasks.

grand marnier 100th anniVersary

asmoothandelegantblendofcognac,

primarilyfromthetoptwogrowing

areasincognac,andtheessenceofwild

tropicaloranges.