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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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Presentation Transcript
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 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
  • 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

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?