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Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser

Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser. Big Brands in the Store of the Future. Большие бренды в магазинах будущего. 1. RB as leader of innovations and contributor to category development. 2.Examples from Air care and Auto dish wash categories.

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Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser

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  1. Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser

  2. Big Brands in the Store of the Future Большие бренды в магазинах будущего 1. RB as leader of innovations and contributor to category development 2.Examples from Air care and Auto dish wash categories

  3. RB - FMCG leader in Russian market Household market is growing +18% (YTD 2012 vs 2011) RB Market Share Category Growth RB is market leader in high growth categories Value creation

  4. RB covers ALL house needs…

  5. ..and reach every Russian consumer through 3 pillars: In-store visibility Media Innovations

  6. Welcome to the world of air care AIR CARE

  7. New formats and innovations NEW formats & fragrances Even more are coming: contributing 95% of category growth

  8. Air Care category in Europe positioned as a Home Cosmetics

  9. Theatres and pre-pack displays • Maximizing visibility to ensure seasonal picks • Theater displays • Pre-pack displays

  10. Seasonal promo • Maximizing seeding through promotions • New fragrances • New gadgets offer

  11. AirCare Category has growth potential : 2012Segment Value Share Consumption per capita Source: Nielsen 2010 Total National + Metro

  12. How to capture this opportunity in-store ? Shopper based shelving principles (“Cosmetic” concept)  Shoppers will purchase in your store & driveengagement Increase usage of new formats in different rooms through : Seasonal events and Multi-format displays Drive premium segment through : Innovations & new fragrances

  13. Let’s enter the world of Dish Washing …

  14. 5% Consumer base is getting bigger..This year 500 k new DWM will be sold - this is your potential. DW Manufacturers start to focus and intensify support on dishwashing machines • In Russia - 52 mio households* * Rosstat, 2010

  15. Dish Washing Market grows aver. +15% per year +17% +14% +13% Source: GFK MA’12 Auto Dishwashing Detergents grow even bigger +25% +25% +26% +15% Source: AC Nielsen MJ12

  16. What we do to drive this trend • Today Finish – number 1 recommended brand by machines manufacturers and the only brand leveraging all growth drivers: RB gears all media investments to grow DWM penetration 1 2 RB drives innovations better performance & Category value

  17. DW category makes women happier and saves time from dishwashing for spending with family I am a woman, not a Dishwasher !

  18. And we drive penetration with emotional strong messages and copies!

  19. Consumer is getting better educated about both categories, we bring high quality products and bring innovations into the market to seduce her to buy 1 new structured & clear pack design 2 more educational point in pack, educational programs in internet / sales staff in both fmcg retail and electronic retail 3 new flankers proposals. 4 better formula – best in shine!

  20. They spend! ~15 k rub on a dishwashing machine and ~500 rub/month for ADW detergents* Consumers of DWM are premium shoppers * IPSOS, ADW research in Russia MAY’11

  21. This is your opportunity in ADW x 3.7 x 4.9 Hand dishwashing Only 213 RUR 71** х 3 = 213 RUR ADW System 807 RUR 807 RUR** ADW Multifunction 1049 RUR 1049 RUR** ** Average shelf price, RUR (AC Nielsen Russia, 2010) * Amount of product for comparing is taken averagely equal dosage-wise

  22. How to capture this opportunity in-store ? • Right size & location for ADW Category (Finish as signpost to help Shopper navigation) • Drive premium potential of category (innovations & system usage) •  higher value / wash • + Sell additives on top (increase basket size) 2 Right # promo activities (balance with low growth Categories)

  23. Shopper based shelf organization…

  24. ….and to leverage display to drive visibility

  25. Big Brands in the Store of the Future Большие бренды в магазинах будущего 1. RB as leader of innovations and contributor to category development 2.Examples from Air care and Auto dish wash categories

  26. СПАСИБО ЗА ВНИМАНИЕ!

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