jbp c4_sample_20150112
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“BEST CHOICE” Pasta & Carrefour
2015 Joint Business Plan
By: Flora Cheng, Assi. Product Manager, DKSH FMCG BU
Date: Jan. 12th, 2015
Project 1: In-store ExecutionImprovement
Project 2:Ranging Rationalization
Extend from existing 9 SKUs to 14 SKUs to build a more completed range and wider selection for consumers. Exclusive for Carrefour selected stores.
Project 3:Barilla Theatre and Launching Kit
Install BC theater/Launch Kit in selected Carrefour stores for better brand communication and help consumers to choose from BC range products.
Three Projects for 2015 in Carrefour
Better Category & Range ManagementBetter Sales & Profitability!
Project 1: In-store ExecutionImprovement
“BEST CHOICE”( BC) certificated chef to share BC brand story & demonstrate how to cook a perfect BC pasta dish for Carrefour area/store management to help them understand and grow the category together.
Barilla Pasta Tasting Lunch
• When: Apr. or May Monthly meeting for store/category managers11am ~1pm (approx. 2.5 hours)
• Who: Headquarter - pasta / pasta sauce category managementStore - store managers & inventory/demand management
• Where: Cooking class or studio in Taipei
• How: BC certificated chef to share BC brand story, golden rules of cooking pasta, and demonstrate two BC signature pasta dishes for guests from Carrefour, with appetizer, soup, salad & wine.
• Why: To help management from Carrefour understand more about pasta and how to manage pasta category per best practice from BC to increase in-store pasta sales and grow the whole category together
• Future Plan: To share the practice of “BC tasting lunch” with area level store management to grow the category.
Project 1 Barilla Pasta Tasting LunchProject 1 Barilla Pasta Tasting LunchProject 1 BEST CHOICE Pasta Tasting LunchProject 1-1
Agenda Time
BC Pasta Brand Story 11:00 ~ 11:30
10 Golden Rules of cooking pasta 11:30 ~ 12:00
Chef demo- 2 BC Signature Pasta Dish 12:00 ~ 12:30
Pasta Tasting, Q&A 12:30 ~ 13:30
BC Pasta Tasting LunchProject 1-1
• When: 2015 Q3~Q4
• Where: Selected Carrefour stores (total 100 spots)
• How: To combine in-store demo events of BC pasta with Carrefour fresh produce (meats, vegetables, etc.) to demo easy pasta dish (ex. BC pasta with NAPOLETANA sauce and ground beef) in selected Carrefour stores with high traffic. Educate customers it’s easy to prepare a tasty pasta dish with BC products and Carrefour private-brand fresh produce at home.
• Why: To grow the sales for both BC and Carrefour to increase the bucket size (store sales).
• Promotion: BC recipe booklets giveaway & bundle special price (pasta & fresh produce).
Joint In-Store Demo EventsProject 1-2
Project 2: 百味來新品-家樂福獨家上市
• Where: Selected Carrefour stores that has better pasta category turn over• Exclusive Range: 2 Pesti Sauce & 3 Pasta (Total 9 SKUs 14 SKUs)• Why: (1) To build more completed range and wider selection for consumers.
(2) To gain more traffic for stores with Barilla products with exclusivity.
Pesti Genovese 200g
Pesti Resso200g
Fettuccine 500g
LasagneSemola 500g
Farfalle500g
BC Range Exclusive for CarrefourProject 2-1
• When: 2015 Q3, with new SKUs launch
• Where: Selected Carrefour stores with 5 new SKUs listing
• How: Buy “1 pasta + 1 sauce” get a shopping bag for free.
(Minimum basket size for a free shopping bag: NTD 269)
• Why: (1) Create buzz for new listing SKUs
(2) Induce customers to try BC products and increase
category sales.
• Need Carrefour’s Support:
(1) In-store demo (new pasta & sauce SKU)
(2) Shelf talker in stores & shelves
(3) Secondary display
(4) DM exposure
BC Shopping Bag PromotionProject 2-2
• When: 2015 Jun. ~ Dec.(6 months)• Where: Selected 5 Carrefour Stores with high traffic & pasta category
turnover • How: Install BC Theater in pasta areas/shelves, include all BC 14
SKUs with BC brand story video and recipe booklet as giveaways
• Why: (1) Establish BC pasta category and educate the shoppers (2) Build a clear brand blocking and present the range as a whole
for better display & brand image
Barilla Theatre Layout:
BC Theater Project 3-1
Key Messages:1. No preservative2. No Artificial Color and Flavor3. Low Calories4. High Quality
Launching Kit Layout:
BC Launching KitProject 3-2
• When: 2015 Jun. ~ Dec.(6 months)• Where: Selected 10 Carrefour Stores with middle traffic, smaller shelve
width & high pasta category turnover • How: Install BC Launching Kit in pasta areas/shelves, include BC
9 SKUs (Basic range) with BC recipe booklet as giveaways
• Why: (1) Establish BC pasta category and educate the shoppers (2) Build a clear brand blocking and present the range as a whole
for better display & brand image (3) More flexibility for stores with less or irregular shelf space
• When: 2104 Q3&Q4:
• How: BC Sauce is made from REAL ITALIAN TOMATO
• Why: To emphasize the distinguished quality of BC pasta sauce
• Put tag on the neck of sauce bottle with simple message to deliver the difference of BC pasta sauce from other competitors (ex. Ragu, Classico)
• Put information to teach consumers BC pasta sauce only use REAL ITALIAN TOMATO with NO artificial flavoring or preservatives.
• Warm notice to educate how to store/use leftover BC pasta sauce
• Quantity: total 10,000 pc.
2014 Marketing Plan BC Sauce Neck TagProject 3-3
BC Launching Kit
2015 Q2$50,000-610,0005Theater Production
2015 Q2$60,00066,00010Kit Production
BC Theater/ Launching Kit Expense for 2015
Channel# of
stores
Rental/Production
NT$ Per month/store
Rental period
(months)Shelf Rental
Production Cost
ExpenseHappen
BC Theater
Shelf Rental 5 5,000 6 $150,000 - 2015 Q3
Shelf Rental 10 3,000 6 $180,000 2015 Q3
Total Expense NT$440,000
Band Activation Activities in Trade: Barilla Theatre and Launching Kit
• Budget for the Project:
Shelf Rental + Production = Total $440,000
• Return on Investment:
Est. Sale Vol.: 5,500pc, 28% increase (compare to 4,300/month)
Budget for BC Theater & Launching Kit Project 3
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