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Beverage Category Roundup. Beverage Bonanza. Welcome & Introductions Category Overview Fun Facts Doing Business with the Beverage Team Examples Quiz Q & A. Beverage Category Directory. Michelle Photo. BEVERAGES Michelle Frost, Category Manager (804 ) 734-8000 , extension 4-8696

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Beverage Category Roundup

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Beverage category roundup

Beverage Category Roundup

Beverage bonanza

Beverage Bonanza

Welcome & Introductions

Category Overview

Fun Facts

Doing Business with the Beverage Team



Q & A

Beverage category directory

Beverage Category Directory

Michelle Photo


  • Michelle Frost, Category Manager

  • (804) 734-8000, extension 4-8696

  • Fax: (804) 734-8009 PP 78696

  • E-mail:

  • Coffee Ground Bagged, Coffee Whole Bean, Coffee International, Coffee Instant Flavored/Bagged, Coffee Instant Regular, Coffee Canned, Coffee Ground Flavored, Coffee Creamers, K-Cups, Coffee Filters, Instant Breakfast, Tea Bagged, Herbal/Flavored Tea, Instant Tea/Mix, Hot Cocoa, On-the-Go Breakfast Shakes, Instant Breakfast,Shelf Stable Milk, Milk Modifiers, Canned and Powdered Milk

  • Multi-Pack Juice, Cranberry/Cranberry Blend Juice, Drink Mix Syrup Fruit Flavors, Drinks Fruit and Nectars Juice, Vegetable/Tomato/Prune Juice, Aseptic Juice, Lemon/Lime Juice, Pineapple Blends/Juice, Apple Juice/Cider, Grapefruit Juice, Sparkling Juice

  • Soda, Premium Soda, Value Soda, International Beverages, Water, Water Filtration, Flavored/Sparkling Water, Isotonic Beverages, New Age Beverages, Kosher Beverages, Cocktail Mixers, Powdered Instant Drinks, Water Enhancers, Freeze Pops, Energy Drinks, Hispanic Beverages, Liquid Coffee

  • Lisa Owens, Merchandising Specialist Vacant, Business Analyst

  • (804) 734-8000, extension 4-8181

  • Fax: (804) 734-8009 PP 78181

  • E-mail:

    Michelle Bibbs & LorettaTucker- Planogrammers

The beverage categories

The Beverage Categories

The beverage categories1

The Beverage Categories





















Overall category management objectives

Overall Category Management Objectives

  • Grow Volume, Grow Value, Grow Loyalty

  • Transform strategies of business plan to category plan which should be implemented around the “The First Moment of Truth”

  • Use fact-based decision process

  • Continuously focus on best practices, recognizing different shopper behavior

Marketing strategies

Marketing Strategies

  • Right Assortment

  • Right Prices

  • Right Promotions

  • Right Location and Space in Store

  • Right NPIs

Marketing strategies continued

Marketing Strategies (Continued)

  • Traffic Building

  • Getting more patrons to the store and the category

  • Transaction Building

  • Increasing the patrons’ average spend while showing savings

  • Creating Excitement

  • Continuing to offer innovative, fashionable products and promotions

  • Image Enhancing

  • Strategy aimed at creating the right image toward the category consumer … “Your commissary, it’s worth the trip!”



  • Assortment

    • Focus on the leading brands of the category

    • Review marginal items with low contribution to sales

    • Focus on new-to-the-world products

  • Price

    • Shelf prices offering patron savings of 30%

    • Optimize sale prices – no lower outside the gate

    • Focus on top brands

  • Merchandising

    • Shelf space sufficient to last between stocking periods

    • Sufficient space for Regional and S-coded items

  • Promotions

    • Continue creative theme events

    • Develop activities and events for new item introductions

    • Use pallets when offered to simplify merchandising

Beverage category roundup


  • Joint Business Plan – Overall Objective

    • Working together to create better business results for both DeCA and you

    • Create better understanding of common business issues and opportunities

    • Joint development of growth strategies

    • Joint development and implementation of category development plan

    • Ongoing monitoring and negotiation based on common understanding and best practices

Beverage category roundup


The Joint Business Plan-Guiding Principles

  • Common focus to grow the category, based on improved consumer and shopper satisfaction, greater volume, greater turnover

  • Work in the greatest possible transparency and there should, in principle, not be any sacred cows

  • Common goals and objectives and decisions based on facts and data

  • Both parties must be committed to implement decisions

  • Frequent check point discussions

  • Results for All

Bonanza quiz

Bonanza Quiz

Let’s see if you were paying attention …

Bonanza question 1

Bonanza Question 1

  • This city in the US consumes 7 times more coffee than any other US City.

Bonanza question 2

Bonanza Question 2

  • According to many historians, from which country did coffee originate?

Bonanza 3

Bonanza 3

  • What 2 countries were the first to bottle Coca Cola outside of the US?

Bonanza 4

Bonanza 4

  • What soft drink manufacturer was the first foreign product allowed into Russia?

Bonanza question 5

Bonanza Question 5

  • Which major soft drink is a blend of 23 different flavors?

Bonus what is the name of this iconic beverage character

Bonus What is the Name of this Iconic Beverage Character

Beverage category roundup


Beverage category roundup

Thank You

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