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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
3
4
5
6
7
8
10
11
13
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.
4
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
5
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
6
*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
7
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
8
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
9
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.
10
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
11
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.
12
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.
13
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).
14
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.