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2007 Brand Plans December 5, 2006. Discussion Topics. 2006 Business Review Cooler Volume & Flavor Breakdown Smooth Volume Review Black Dog Volume & Distribution Review Seagram’s Coolers 2007 Brand Plan Smooth 2007 Brand Plan Spanish Peaks 2007 Brand Plan Toña 2007 Brand Plan.

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2007 brand plans december 5 2006
2007 Brand Plans

December 5, 2006

slide2

Discussion Topics

  • 2006 Business Review
    • Cooler Volume & Flavor Breakdown
    • Smooth Volume Review
    • Black Dog Volume & Distribution Review
  • Seagram’s Coolers 2007 Brand Plan
  • Smooth 2007 Brand Plan
  • Spanish Peaks 2007 Brand Plan
  • Toña 2007 Brand Plan
major brands kansas city seagram s coolers depletions review
Major Brands – Kansas CitySeagram’s Coolers Depletions Review
  • 88% of plan
  • New flavors are 14% of total business YTD
  • Top 5 flavors represent 62% of total business YTD
major brands kansas city tea breeze distribution
Major Brands – Kansas CityTea Breeze Distribution
  • Currently in distribution in 93 Off Premise Accounts
  • Still plenty of opportunities!
major brands kansas city tea breeze distribution wal mart
Major Brands – Kansas CityTea Breeze Distribution – Wal Mart
  • Achieved 100% Distribution
  • Outstanding Job!
major brands kansas city seagram s coolers distribution by trade channel
Major Brands – Kansas City Seagram’s Coolers Distribution by Trade Channel
  • Independent grocery and c-stores represent greatest opportunities for expansion
  • Need to identify voids in chain supermarkets
major brands kansas city top cooler customers
Major Brands – Kansas CityTop Cooler Customers
  • These accounts represent 66% of total business YTD
major brands kansas city usb seagram s coolers case spend
Major Brands – Kansas CityUSBSeagram’s Coolers Case Spend
  • Depletions: $x.xx
  • Incentives: $x.xx
  • Advertising: $x.xx
  • Other: $x.xx

Total: $x.xx per case

Case Spend does not include POS

major brands kansas city 1 st quarter objectives
Major Brands – Kansas City1st Quarter Objectives
  • Finish Tea Breeze distribution
  • Establish Super Bowl goals & incentive
  • Establish programming w/ local chains
  • Set up buyer meetings w/ local chains and independents
  • Jamaican Me Happy orders and objectives
major brands kansas city seagram s escapes 2007 objectives
Major Brands – Kansas CitySeagram’s Escapes 2007 Objectives
  • Targeting a 5% increase over 2006 total volume
    • Actual goal will be communicated first week of January 2007
major brands kansas city smooth depletions review
Major Brands – Kansas City Smooth Depletions Review
  • 24oz package is 62% of total business YTD
  • Pink Dragon represents 36% of total business YTD
  • Liquid Haze represents 22% of total business YTD
  • Blue Banshee represents 18% of total business YTD
major brands kansas city usb smooth case spend
Major Brands – Kansas CityUSBSmooth Case Spend
  • Depletions: $x.xx
  • Incentives: $x.xx
  • Samples: $x.xx
  • Advertising: $x.xx
  • Other: $x.xx

Total: $x.xx per case

Case Spend does not include POS

major brands kansas city black dog distribution tracking
Major Brands – Kansas CityBlack Dog Distribution Tracking
  • Distribution leveled off after Oct
  • 41% of goal on Black Dog Ale
  • 67 % of goal on Honey Raspberry
  • Need to ramp up overall distribution efforts Jan. 2007
slide24

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