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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 bonanza
Beverage Bonanza

Welcome & Introductions

Category Overview

Fun Facts

Doing Business with the Beverage Team

Examples

Quiz

Q & A


Beverage category directory
Beverage Category Directory

Michelle Photo

  • BEVERAGES

  • Michelle Frost, Category Manager

  • (804) 734-8000, extension 4-8696

  • Fax: (804) 734-8009 PP 78696

  • E-mail: [email protected]

  • 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: [email protected]

    Michelle Bibbs & LorettaTucker- Planogrammers



The beverage categories1
The Beverage Categories

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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!”


Tactics
Tactics

  • 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


How

  • 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


How

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




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