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