artem izmailov (bacardi). alina krupenina (metro c&c)
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Shop-in-Shop
Bacardi
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What is Bacardi in Russia?
• Rums =9% premium imported alcohol, 270k css*
• The fastest growing category +36% annually (CAGR*)
• Bacardi – 61% of rums**,
• Strength in on-trade (40% volume)
* Customs data excl. CIS, 2009
** Business Analytica data, Jan-Feb’10
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Consumption in Russia
=
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Cocktail culture
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Why cocktail?
For consumer
For producer and retailer
+ for retailer
Sales volume!
* Comcon, Russia, 2008, consumers of premium alcohol between 400 rur. for 0.5 l
Ingredients sales!
Consumption culture!
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What is cocktail for retailer?
+ + + = $$
= $
Bacardi
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Where do consumer drink cocktails?
Off-trade has great potential for cocktail culture development
* Comcon, Russia, 2009, consumers of premium alcohol between 400 rur. for 0.5 l
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Layout
Before After
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The result Shop in Shop: +33% sales volume
Sales
Before After
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How?
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Visualization
Monitors
Sound 2+1
Light-boxes Plazma screen
United composition!
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Information value and convenience
Touch screen
Recipes send function by e-mail and bluetooth
Every recipe printing in store
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Quality
Coloring in-store print
Materials and assembly
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SiS assessment by consumer
* Resource: Consumer survey in Metro by Global Point agency
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How?
SiS Video