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A MORE REWARDING WAY TO DO BUSINESS

A MORE REWARDING WAY TO DO BUSINESS. Camden Bars Objectives. Increase lager sales through frequency Secure long term agreement with beer partner Continue with current craft draught range. The Beer Marketplace. Younger consumers. Premium / high appeal. Craft Beer.

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A MORE REWARDING WAY TO DO BUSINESS

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  1. A MORE REWARDING WAY TO DO BUSINESS

  2. Camden Bars Objectives • Increase lager sales through frequency • Secure long term agreement with beer partner • Continue with current craft draught range

  3. The Beer Marketplace Younger consumers Premium / high appeal Craft Beer Food / restaurant beers Czech / European beer High frequency Premium beers / First choice Light continental Crossover/Cold Ales Strong / Wheat beers Low frequency Last Resort / Gig beer Flaggers/ Gimmicks Summer alternatives / something different Mainstream / low appeal 4% Mainstream everyday beer

  4. The UK beer market is changing Growth through Seeking Experiences and Seeking the Genuine Article Growth through Considered Consumption Growth through Considered Consumption World Beer can deliver incremental cash profit Decline through Navigating Wellbeing, Dynamic Identities and Complex Lives

  5. Current Camden Bars Draught Offering Younger consumers Premium / high appeal Craft Beer Premium beers / First choice Light continental Food / restaurant beers Czech / European beer High frequency Crossover/Cold Ales Strong / Wheat beers Low frequency Summer alternatives / something different Last Resort / Gig beer Flaggers/ Gimmicks Mainstream everyday beer Mainstream / low appeal

  6. “Fine, if uninspired” Covers all options, expensive and cheap Mainstream pub, plus a bit nicer brands It’s okay, but you see so many places like this all the same Some decent brands, but it’s like a thousand other pubs

  7. Current Performance Volume Analysis Amstel +2.15% Fosters -18.9% Heineken -3% Kronenbourg– 8.7% Sagres + 13.8%

  8. Our recommendation is to choose from across the premium segments Younger consumers Premium / high appeal Craft Beer Food / restaurant beers Czech / European beer High frequency Premium beers / First choice Light continental Crossover/Cold Ales Strong / Wheat beers Low frequency Summer alternatives / something different Last Resort / Gig beer Flaggers/ Gimmicks Mainstream everyday beer Mainstream / low appeal

  9. “The clientele would naturally be high end” Here, you’d expect it to the a good pint, poured properly in a nice glass Would go here to impress the Mrs! I really like all of them This would be a swanky bar or maybe a posh hotel, much better than the standard ranges

  10. Proposal Camden Bars to replace Heineken Portfolio with Miller Brands Portfolio Installations to be completed by 28th February 2014 2 year agreement Peroni Draught in All 14 Bars A further 15 Draught installs across Kozel and Pilsner Urquell INCREMENTAL £268,000 CASH PROFIT PER ANNUM

  11. Commercial benefit INCREMENTAL £268,000 CASH PROFIT PER ANNUM

  12. Support Package Bespoke Marketing Support in agreement with Peroni NA £10,000 Listing Fee to support marketing campaign £20,000 Manager of Year Award £2000 PU & Kozel immersion Trip in Czech Rep £3000 £35000 Equates to an additional £3.81 per 50l keg(£12.46/bb) on predicted volumes Estimated retro Support £68,904 Further Support Full technical support £15,000 Training Support £2400 Glassware Support £1440 £18,840 Total Support with estimated volume £122,744 Predicted Cash Margin increase from Scenario 2 £268,874 Total deal worth £391,618

  13. Commercial benefit8% increase

  14. Commercial benefitlike for like sales

  15. Kozel Pint Finder App drives over 34,000 samples and October volume +103.6% vs LY The promotion has come to a close after a successful seven weeks of trial and awareness building in London Top 10 Food & Drink App on iOS Winner: The Falcon (Clapham) 1,095 redemptions • 29,009 app downloads in September/October • 17,304 redemptions • 59.7% redemption rate • 34,608 pints sampled • 13 million digital ad impressions • 38,455 total app downloads since April The Grocer, 11/10/13 +79.6% +103.6% +23.4% +16.3% MAT volume growth +57.7%. October was a particularly strong month during the Shortlist promotion, +7.9% ahead of August

  16. EVENING STANDARD PARTNERSHIP – BRINGING THE TASTE JOURNEY TO LIFE Press Support Amplified via Digital • 970k online impressions • 5 x advertorial press features, centered around a core theme of “taste” • 4 x “event” press support features • Integrated across all core activations

  17. WOODEN BARREL SAMPLING IN LONDON • 8,320 consumers sampled Build pre-awareness: • Press: Evening Standard “what’s on” features • Digital & Pre-POS: editable media kit for outlets and placement of pre-awareness POS in outlet POS in outlet: • Taste themed POS in outlet • Table talkers • 208 wooden barrel sampling events

  18. TASTE OF LONDON 2013 • Unmissable tank beer experience • Taste expert, Greg Tucker presented unique taste profile of PU to customer and media attendees A complete taste immersion • Pop up event to seed the launch of tank beer • High appeal media and customer hospitality • 300 core customers attended • 4,000 litres of beer sold (+30% vs PY)

  19. Tank at the white horse Evening Standard integrated launch feature Gold standard in store visibility and POSM Launch sparked strong Social coverage

  20. ITALIAN STYLE APPLIED TO BEER STORIE DI STILE Peroni Nastro Azzurro was born out of inspiration – a place, an age, a moment in time. By sharing our story of Italian style we will inspire others to create their own. GROW DESIRE Consumer and Customer CONVERT DESIRE To Grow Consumption in Key Occasions On Trade POP Stand Out Off Trade POP Stand Out Awareness Engagement Innovation & Creation TTL - EXPERIENTIAL ATL - MEDIA BTL - VISIBILITY CREATE AWARENESS AND BUILD IMAGERY BUILD DEPTH OF ENGAGEMENT AND ADVOCACY IMPACT AND INNOVATION AT THE POP TO DRIVE PURCHASE Storie di Stile: Cinema, OOH, Press House of Peroni, Online, OOH, Press, Experiential Quality, Primary, Secondary, Tertiary Packs and Visibility

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