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Winning in Large Stores. Kelly Marr Group Director, Commercial Strategy NRS , Small Store Channel Strategy & Marketing. infoshoppermarketing@coca-cola.com. Winning in Large Store 2014. Van Taylor & Claire Quinn. Large Store - Role of the Channel. 2. 3. 1. MISSION. ROLE.

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Presentation Transcript
slide1

Winning in Large Stores

Kelly Marr

Group Director, Commercial Strategy NRS,

Small Store Channel Strategy & Marketing

infoshoppermarketing@coca-cola.com

winning in large store 2014

Winning in Large Store2014

Van Taylor & Claire Quinn

Confidential

large store role of the channel
Large Store - Role of the Channel

2

3

1

MISSION

ROLE

OBJECTIVE

To Be A Total Beverage Solution Provider To Our Customers, Resulting In Total Beverage Share Leadership

  • Gain Undisputed Leadership For The At-home Beverage Occasion
  • Connect With Mom
  • Coke With Food

Increase Our Volume, Profit And Share, And Become Our Customers’ Most Valuable Supplier

Confidential

economic trends are gradually improving but real challenges remain for large stores
Economic Trends Are Gradually Improving, But Real Challenges Remain For Large Stores

Consumer Confidence Remains Low

Total Trips Across Channel Have Fallen

Millennial Spending Insufficient To Replace Boomers

Sources: Nielsen (Todd Hale), Acosta (Why Behind the Buy)

Confidential

competition for large store trips continue to increase
Competition For Large Store Trips ContinueTo Increase…

Grocery

2013 Vs. 2001

Supercenters

Drug

CR

Value

Mass

Club, Value And Supercenters Win The Long Term Battle For Trips

Online Competitors Threaten To Steal Even More Trips, EspeciallyFrom Center Store Categories

Club

Confidential

path to purchase infinitely more complex
Path-to-Purchase – Infinitely More Complex

Pre-Trip Prep

Trip Missions

Retail Websites

Shopper Segments

Social Media

User Content

Shopper Card

Mobile Marketing

In-store Experiences

Confidential

large store channels will grow in real terms over the next five years
Large Store Channels Will Grow in Real Terms Over the Next Five Years

Growth in Dollar Sales by Channel – Estimated CAGR

Source: Kantar Retail projections

Confidential

retailer response to challenging environment
Everyday Low Pricing

Differentiating via Fresh Platform

Loyalty-based Fuel Programs

Digital Marketing

Winning the Next Generation of Shoppers

Retailer Response To Challenging Environment

Confidential

everyday low pricing
Everyday Low Pricing

Pricing Wars Among Retailers Continue To Be Fierce And More Direct

Confidential

fresh platforms
Fresh Platforms

Big Focus on Fresh Food and High Quality for all Retailers

Confidential

emphasis on fuel based loyalty programs
Emphasis On Fuel Based Loyalty Programs

Fuel Rewards Programs Continue to be a Large Store Retailer Focus Where They Can Differentiate Among Other Channels

Confidential

digital shopper marketing integration
Digital Shopper Marketing Integration

Advancement in Digital Pathways Including Advancement in Apps, Personalized Targeted Offers and E-Commerce Capabilities

Confidential

competition to win over the millennial shopper
Competition to Win Over the Millennial Shopper

Millennials: Less Trips Overall, Under Index In Traditional Supermarket Outlets

Opportunities: Youth Recruitment Strategies Across Channel

Shopping Trips Per HH by Channel

Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, based on total basket ring, excluding gas only or Rx only trips

Confidential

slide16

North America Group “Must Wins”

1

Return Sparkling To Sustainable Growth Led By Trademark Coke (Multicultural Focus)

2

Aggressively Revitalize Sparkling Category Perception

3

Fastest Growing And Most Profitable Still Portfolio

With A Focus On Juice, Active Hydration, Tea & Innovation

4

Create Value With Our CustomersThrough World-class Sales & Demand-driven Supply Chain Capabilities, Continuous Productivity And The Evolution Of Our Business System

5

Inspire Our People To Deliver Our MissionThrough Capability Development, Engagement & Diversity

6

Demonstrate Leadership In SustainabilityTo Benefit Our Environment & Communities

Confidential

large store channel initiatives
Large Store Channel Initiatives

#5

Coke with

Food

#3

Packaging Innovation

#1

Big Events

#2

IC & Chilled

#4

Product

Innovation

#7Revitalize

Category

Perceptions

#6

Engage Family Shoppers

Confidential

slide19

1

Big Events

Leverage The Emotional Connection Consumers Associate With Our BrandsAroundKey 2014 Thematic Events

  • Partnering with retailer to drive excitement in store through large scale 1st position lobby displays connecting emotionally with shoppers
  • Key Insights:
    • World Cup: High Engagement for teens with 50% of HA 13-18 playing soccer
    • Olympics: #1 viewed sport among women & families
    • 76% of parents: Olympics is one of few major television events that families can watch together

Sources: Nielsen, Simmons, TRU Study, Active Network, Mintel, SMG 2010 WC PPA report, ESPN Sports Poll 2011

Confidential

slide20

2

IC & Chilled

Drive Incidence, Recruitment And Profitability Through Accelerated IC Sales In Large Store

  • Leverage Full Calendar of Front End Bundles, Focus on Refresh Messaging Tools, Incremental Equipment Placement & Packages
  • Key Insights:
    • 60% of IC Purchases: driven by thirst, craving or need
    • 96% of purchases: shopper’s own personal consumption
    • Only 1.4% of Large Store Trips include CCNA IC package. Increasing that ½% would generate incremental $69MM retail & $32MM in GP

Source: Shopper card data from leading US retailer, Nielsen Panel Routine 52WksEnd 03/31/12, Margin Minder *NARTD IC Beverages defined as Fountain, SSD 20oz, Base Water & RTD Tea 20-24oz (NOTE: Enhanced Water, Sports Drinks & Energy Drinks not included given inability to distinguish between singles sold cold for IC vs warm off the shelf.)

Confidential

slide21

3

Packaging Innovation

Drive Incidence And Convert Shoppers By Maximizing Occasion Based Packaging Strategy

  • Drive Category Excitement in Large Store Channel with 2014 Calendar of Innovative Packaging Including 6pk 12oz SSD, 3 Gallon POWERADE & 6pk fruitwater
  • Sixer Key Insights:
    • Nearly 60% of category buyers are 1-2 members HHs, more so for Light buyers. Fits needs & lifestyles
    • Current 6pk Can buyers make 16% more trips than avg. HH & spend 10% more over entire year
    • Provides flexibility like never before – the right amount,& ability to try something new with lower commitment

Confidential

slide22

4

Product Innovation

Expand Innovation Pipeline To Ensure Sources Of Growth Across All Categories

  • Full Portfolio of New Product Innovation Designed to
    • Expand the User Base
    • Drive Increased Transactions
    • Build Commercial Capability
  • Maintain Large Store Momentum on 2013 Launches of CFKOZ & fruitwaterthrough marketing activation & new flavor introductions
  • Expand Energy Category with vitaminwater introduction – T1 2014

Confidential

slide23

5

Coke with Food

Build A Comprehensive ‘And Food’ Strategy Focused Against (3) Core Occasions

Snacking

Take Home Dinner

Lunch to Go & Dine In

  • Drive Sparkling & key POI purchase incidence through sustaining activation (Deli, Produce, Bakery, Perimeter, Front End, SCO) ~ filtering recommendations through OBPPC architecture
  • Power of Many Vision: Fully Maximize Power of Partnerships for Shoppers, Customers & Coca-Cola
  • Leverage Coca-Cola QSR Insights to help Large Store Retailers gain share of wallet during dine in lunch & dinner occasions

Confidential

slide24

6

Engage Family Shoppers

Reaching Family Shoppers Along the Path to Purchase

  • Key Initiatives:
    • Reinforce power of Coca-Cola as preferred brand to family meal occasion
    • 61% more prevalent at Lunch; 56% more prevalent at Dinner
    • Creating solutions to capture conversions in all trip missions
    • Generating transactions through digital & social media
  • Key Insights:
    • Smaller shopping trips are growing as fewer shoppers stock-up weekly
    • 62% of moms shop via mobile using shopping apps

Confidential

revitalize category perceptions
Revitalize Category Perceptions

7

Support our Social License to Operate through Retail Activation Programs

  • Key Initiatives:
    • Drive Choice Through Availability of Low and No Calorie Options
    • Be Transparent on Nutrition Information
    • Incorporate Themes of Enjoyable Movement and Physical Activity into Marketing Activation
  • Key Insights:
    • We offer more than 800 low- and no-calorie beverages – nearly 25% of our global portfolio
    • We have developed more than 150 of our low- and no-calorie beverages in the last (2) years
    • Since 2000, our average calories per serving have decreased by 9% globally

Confidential

Classified - Unclassified

channel tools enablers
Channel Tools & Enablers

Look of Success – NEW Automated Template, Expanded Customer Level View

IC Acceleration Plan, Deli Opportunities, Project Accordion

New Bi-monthly Commercialization Process, PAG Library for NEW, Enhanced & Sustaining Programs

Confidential

slide28
Thank You

Confidential

slide29

THANK YOU

For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com