PERNOD RICARD TRAVEL RETAIL EUROPE

Credentials Presentation Wk comm. 22nd October 2012

INTRODUCTION

Neon Marcomms Ltd. was founded in 2007

Our past drinks clients: Moet Hennessy, Bacardi Martini, Lindemans,

Rosemount, Diageo, Budweiser, S&N Retail, Pernod Ricard and Coca-Cola &

Schweppes

Other Travel Retail clients included: BAA, Nestle, Cadbury’s and Alpha Retail

Neon has worked with PRUK for 4 years on Jameson, Beefeater 24, Kahlua and

The Glenlivet, and PRTRE on The Glenlivet and Beefeater

Other clients include: Sanyo Xacti, Mitsubishi, William Hill, Hasbro, Nikon and

Asahi

PAST NEON WORK

PAST NEON WORK

PAST NEON WORK

PAST NEON WORK

TRAVEL RETAIL CAMPAIGNS

• Developing a seasonal activity framework which brand owners would be able to buy

into for BAA

• Nestle Switzerland - Visibility / Display units, sampling and promotion at various

International Airports. KitKat Minis

• Cadbury - Retail Furniture: Innovative free standing display unit for Trebor Bassett

- Trading up promotions on 1 KG packs of Bassett’s and CDM giant bars

• Surf - Sampling at Luton, for Travel Wash

• Smirnoff - 2ndry packaging Millennium ‘rocket pack’ for stand out on shelf

• Bacardi - 50’s classic US Cars, free gift with purchase

• The Glenlivet - Free Hardy style back pack gifting pack

• Mumm - Display & sampling, F1 ticket promotion

• Perrier Jouet - GWP Free ladies handbag holding bottle

• Developing and running a series of Coca-Cola / Vittel activities in Alpha Retail;

consumer promotions backed up by staff incentive schemes

STAFFING

Neon usually work with staffing agencies recommended

by our clients

One of our Account Executives has worked on BAA

activity for Blackjack at Gatwick

Especially members of the APO

Outside IMEA we would work with the airport

recommended staffing agency

Covering: Customer Service, Brand Ambassadors,

Theatrical and Experiential staff, Meet and Greet staff

and Auditors and Mystery Shoppers

CONSUMERS SPLIT INTO 2 TYPES:

1. Business 2. Leisure

BOTH GROUPS HAVE DIFFERENT CHARACTERISTICS

1. Business

Frequent flying

Short check in / dwell times

Executive Lounge

Subjected Time

Unlikely TR Visit

Exclusivity is key

Individual / small groups

Gifting to hosts important

Premium

2. Leisure

Infrequent flyers

Long check in / dwell times

Departure Lounge

Pleasure time

More likely TR visit

Value is a key motivator

Large groups / families

TR is part of the holiday experience

Different purchase en route

and returning home

PURCHASE MOTIVATION

Outbound

• Gift for business colleague / host

• Consumption during trip

Inbound

• Gift for family / friends

• Consumption at home

Outbound

• Gift for potential host

• Consumption during holiday

Inbound

• Gift for family / friends

• Consumption at home

• Cupboard stocking

CONNECTING WITH BUSINESS TRAVELLERS

Understand their time constraints

Make it easy for them to purchase

Avoid hassle, involved complex mechanics

Frequent flying means possibility for collector type mechanics

Focus on airport lounges (airport hotels as secondary routes)

Add value to purchase via exclusivity

CONNECTING WITH LEISURE TRAVELLERS

Understand the hassle of going on holiday

Utilise long wait times airside

Understand that the airport is stage 1 of the holiday experience,

and that they are already looking for ways to treat themselves

Think about how we can enhance their entire holiday experience

Make it fun, interactive and entertaining for them

Understand how we can get group purchases

SOME BRANDS WILL BE MORE

BUSINESS OR LEISURE FOCUSED

More

business

More

leisure

THE LEISURE TRAVELLER

Booking

holiday

Journey

to airport Check-in

Departure

lounge

• Excitement

• Anticipation

Too far before

holiday

Not considering

whether they will visit

duty free outlet

• Stress – getting to

the airport

• But., also excited

• Can be a captive

audience if not

travelling by car

• Beginning to

consider holiday &

time they will spend

at the airport

• Boredom – while

waiting

• Concentration on

check-in

• Nervous during

security checks

• High stress levels

• Online Airline

colours attract

• Focus just on

check in

• Relief – made flight

on time

• Excitement at

waiting to go

• But, can be bored

waiting for flight

• Captive audience

• Time to visit duty free

• In holiday mood

• Money in the pocket

Consum

er

Journ

ey

Co

nsum

er

Min

dset

Com

munic

ation

valu

e a

t th

is tim

e

Booking

holiday

Journey

to airport Check-in

Departure

lounge

• Routine

• May not be keen to

travel

• Routine job, just

concentrating on

what needs to be

done

• Likely to be done

by another person

to traveller

• Late! Everything is

last minute

• Stress – could be

early or late to fit

within the working

day

• Can be a captive

audience if not

travelling in car

• But, likely to be

rushing

• Might still be working

on laptop/phone

• Last minute

check in

• Chore – wants to

get it over with

• High stress levels

• Focus just on

check in

• Aiming for short

stay as possible

• In working frame

of mind

• Captive audience

• Time to visit duty free

• But, could be

executive lounge

Consum

er

Journ

ey

Co

nsum

er

Min

dset

Com

munic

ation

valu

e a

t th

is tim

e

THE BUSINESS TRAVELLER

KEY CONSIDERATIONS 1. Category Management / Development:

- Working with the retail operator to develop the category and to offer the travellers

in each location the brands that they want to purchase

- Educating staff and purchasers about the category and where your brands fit in

2. Display:

- Maximising the benefits from incremental selling space

- Building impactful free standing display units that enhance the retail environment

and are a true representation of the brand

- Creating theatre to arrest, engage, brand build, intrigue, entertain provide an

incentive to purchase

- Not always about volume uplift – Travel Retail is a brand’s window on the world.

- Heavy traffic display in Duty Free is like the

3. Understanding shopper behaviour:

- Retail journey around airport

- Business and leisure travellers

- Motivation for purchase: Gifting / Occasions / Inbound / Outbound

- Time constraints / simplicity

4. Appropriate promotional mechanics: simple and engaging

- Driving desired purchase

KEY CONSIDERATIONS

5. Ability to execute:

- Understanding the every aspect of what the activity needs to achieve and the environment

- Security and the increased restrictions on airside access

- Engage fully with the local representatives on site to enlist fullest cooperation

6. Understand key periods and the premium attached:

- Father’s Day, Easter, Christmas, Summer Holidays etc.

7. UK Airports: Different routes from different Terminals mean a different passenger mix so

may have different brand preferences and usage

- Therefore activities are planned and targeted appropriately

8. Secondary Packaging should preferably provide benefit linked to usage

- Veuve Cliquot is an excellent example of this – with wetsuit cooler providing protection

during the flight and strong stand out in store

9. Gift with Purchase has to be appropriate for the pricing point of the product and the usage.

- Also securely attached to the bottle, so that it cannot break during transit

CONCEPT GENERATION

We prefer an initial development phase to discuss basic concepts with our

clients to select preferred routes for full creative development

Tissue meeting stage helps make best use of time and money

DEVELOPING TECHNOLOGY

Neon recognises the value of using the right technology to attract consumers to

an activity, and engage with a brand proposition

We work with the leading developers in the Augmented Reality field and have

developed a number of proposals for clients

SUMMARY

Previous experience and understanding of

Travel Retail

Strong on innovative creative ideas suitable for

brand and retail environment

Expertise and resource to implement in the UK

and abroad

Reliable supplier base for technical design and fit out

Existing Pernod Ricard agency

Flexible and focused on value and results

THANK YOU

GETTING IN TOUCH

Please contact:

Nick Cunningham 020 7605 4595

nick@neonmarcomms.com

Neon Marcomms Ltd.

3rd Floor

Shepherds Studios West

Rockley Road

London

W14 0EH