frank b. fuhrer market evaluation

Market Evaluation

By Corey Wagner

Topics for On-Premise Accounts

• Outside signage: any sign displays for beer products physically outside the account

• Impact zones: constitutes as signage or any means of product promotion (ie. Mirrors, neons, posters, etc) once you walk into the accounts (what is the first thing that sticks out in your mind when you walk into an account).

Topics for On-Premise Accounts

• Entertainment zone: Televisions, DJ area, stage

• Back Bar: area available behind the bar for product recognition; this area was not accounted for in a circular shaped bar because of lack of space available to sign hanging.

Topics for Off-Premise Accounts

• Outside signage: any sign displays for beer products physically outside the account

• Main displays: located in the front of the store and have a significant amount of beer available for the customer to easily pick from; definitely should be complimented by price poster and/or other product attention getter

Topics for Off-Premise Accounts

• Cooler main displays: located inside the cooler for the customer to choose from and controls majority of initial sight upon entrance

• End cap/Key positioning: displays located at the end of rows in the store or areas in the store that have the most foot traffic

• Cooler entrance displays: displays or pallets of beer located on the outside of the cooler on either side of the entrance.

Total number of accounts visited

66%

30%

4%

Sales

number of on-premisenumber of off-premisenumber of six pack shops

168

77

11

On-Premise: Outside Signage

• Increases customer brand recognition, before entering an account, is the first step in persuading a customer to drinking a Coors division product

• Clearly displays the special, which increases foot traffic to account

• Getting signs made for an account and hanging them up for the account displays to the decision maker that you are concerned about the success of the business


• 168 on premise accounts visited• 86 had no outside signage

• Total outside signage: 198• Coors outside signage: 78

• Average of 2.41 signs per account

• Coors division has 39% of the signs


Complete dominance of

entrance

This picture was

reformatted from the

original to fit, actually 4

other signs on front of

store. All Coors Division

products


Clearly identifies some of

the products the account

carries and the price of

each one

On-Premise: Outside

signage Good: identifies the

special, the day it is on and

the time it takes place

Downside: No Steelers

specials in the market yet,

once the season is over

then the sign should be

updated


All specials and events

need to have signage so

that patrons are aware

of the events

This sign is located near

the rear entrance to the

bar, parking lot, thus

effective outside sign

placement


Located on back patio under televisions, and also viewable from the road

Eye grabber for patrons to remember the Coors Light name and bring patrons back for Sprint Cup events

On-Premise: Impact Zone

• when you walk into an account there is an area that directly draws your eyes for product signage or promotional piece to identify

• the impact zone must contain at least 50% Coors division signage ( 7 signs in impact zone; we have two Coors signs, a Twisted Tea sign, and a Sam Adams sign)


• 74 accounts with no impact zones

• 94 accounts with impact zones

• Coors controls 25 impact zones

• Percentage of control by the Coors Division: 27%


Permanent point of sale in

account

A-Frame that was cut in

half

In order for it to stay, it

needed to be screwed into

the wall


• Insert Pictures here Large sign over the entrance to the bar that shows the major brands of the Coors division

Downside: not noticed by all patrons because it is not it is not eye level, thus not utilized to potential

On-premise: Impact Zone

Clearly identifies the special taking place

Picture of current Coors Light celebrity being endorsed

Only piece of advertisement in dinning room area

On- Premise: Impact Zone

The only sign on the

entrance or inside a

bathroom

On-Premise: Entertainment

• Accounts typically have an entertainment area whether it is a television, darts board, slot games, DJ stand, a stage, or pool table.

• Counted each individual entertainment point of sale near a piece of entertainment (ie. Directly next to or on top of an entertainment item)


• 440 pieces of entertainment in accounts

• 136 Coors Light point of sale next to entertainment

• Coors controls 33% of the signage near entertainment

• 3.2 pieces of entertainment per account = we have 1.06 point of sale per piece of entertainment

*In smaller accounts, marketing/product posters near entertainment have more of an effect due to conscious and unconscious acknowledgement of the poster (product branding at its finest)


Competitors have firm grasp of the entertainment zone in this photo

Solution: open spot next to TV on the right, see if manager/owner will allow you to put something other than a tin there; product differentiation


Located directly next to the “cornhole pit” and fire pit.

Sign is enormous and obviously demands and attracts the attention of the patrons to drink Coors Light

On-Premise: Back Bar• Factor: small accounts don’t have the luxury of

an abundance of space to hang signs or an area at all to hang them

Bar Back Total 158

Coors Bar Back 43

Coors Back Bar with Pricing

9

Coors Percentage 27%

On-Premise: Back Bar

Due to the size of the wooden barrel, patrons eyes are drawn to the Samuel

Adams’ name


Guinness banner should be

there instead, perfect fit for

St. Patricks day

Banner needs to be

replaced with something

more up to date!

Opportunity available for

positioning


Tip jar that attracts patrons

eyes

Any piece of point of sale

that can separate your

product from a competitor

is effective marketing

Off-Premise: Outside signage

Total outside signage 459

Coors Outside signage 165

Coors representation 36%

- 77 accounts were visited, 20 didn’t have signs outside- Average of 8.05 signs per account- Coors has 2.89 signs per account


One of eight signs, that doesn’t even include anything about a product carried in the distributor

Each sign made, should meet customer demand, but also benefit yourself/product at the same time

Off-Premise: Number of Main displays

• Display contains a significant amount of beer (aesthetically pleasing to entice customer to purchase)

• not just a couple cases laying near the entrance

Number of main displays 196

Coors Main displays 62

Coors main display percentages

32%

Off-Premise: Number of

Main displaysEffectively displays various

types of seasonal beers in

the market

Allows the customer to

easily pick from the display.

Downside: various price

points, account may be

responsible for paying the

lower price because of

misleading advertisement

Off-Premise: Number of

Main displaysAttention grabber!

Simple displays that

effectively shows products

and is able to be picked by

all types of customers

Lead with top brands


Downside: the sign is make-shift and does not look appealing to customer

Upside: Maintaining product positioning on end cap of row, with a new placement for sign on the way


Upside: large display and first display patrons recognize when walking into account; it is easy to be picked from

Downside: theme of display is scattered and has not coherent theme outside of sports, but it seems accidental

Off-Premise: Cooler main displays

• Factor: not all Distributors are customer friendly for walk in coolers

Total cooler main displays

83

Coors cooler main displays 30

Coors percentage 36%

Off-Premise: Cooler main displays

• Not extremely large, but effective

• First priority is to effectively use a position to its fullest potential

• Product recognition by patrons will sell more beer than anything

Off-Premise: Cooler main

displaysThe yuengling sign is not

located over any of the

yuengling products shown

in the poster. Instead the

product is located on the

other side of the cooler

Solution: hag a Molson sign

in its place and move

yuengling sign to the other

wall

Off-Premise: End cap/ Key positioning

• 476 total end caps and key positions

• Coors has 164 end caps or key positioning

• 34% of the main areas of accounts contain Coors division products

* Number is skewed due to the fact that lower quality beer is typically located in the rear isle of the store that we do not have and occupies an end cap


Upside: Good display for product recognition, and mentally imprinting into patrons minds that they carry Sam Adams

Downside: The display is rendered ineffective since thereare no cases in the display; customers are lazy don’t want to put in more effort than necessary to get the beer they want


Understandable Unacceptable- Consolidate the down to one single rack

- Eliminating competitor’s comparison in flavors and price

Off-Premise: End cap/ Key positioningUpside: great store

positioning!

Downside: clutter,

inconsistent themes

(hockey, football, country

music), looks messy

Solution: pick one theme

and build a quality display

based around that theme

Off-Premise: Cooler entrance total displays• Area directly outside of the entrance to a walk in

cooler for customers

Total cooler entrance displays

83

Coors cooler entrance 29

Coors cooler entrance percentage

35%

Off- Premise: Cooler

entrance total displays

Miller light neon is the only

in the account that works.

All other Coors neons

(about 10) were plugged in,

that is just laziness to

replace them with signs or

LED alternates

Overview: On-Premise• Outside signage:

o since so few signs per account, utilize any opportunity available for positioning

o Ask to update signs for the new season, potential for getting another special increases

• Impact zones are not utilized enougho Specials should be displayed to patrons entering hereo Easy to take over majority (not utilized by any company

enough)o Even the most simple signs are impactful here, almost

impossible to miss signs in this area

Overview: On-PremiseEntertainment zones:• inconsistent positioning• High traffic area, opportune to capitalize on positioning against

competition

Back bar: • generally tough positioning, try to utilize napkin holders if no

other options• Great way to notify patrons of new beers available, specials, or

anything they need notified about

Overview: Off-Premise • Outside signage:

o signs can get lost in mix; make your sign differentiate Coors Products from competitors (attract patron’s eyes)

o ideal: closest to the door, and has a faces the road

• Main displays: o Don’t mix packages with different price points o don’t mix themes (steelers, penguins, pirates) o Ask yourself: “would I want to buy off of this?”

Overview: Off- Premise• Cooler displays:

o product placement makes a huge differenceo Signage above product matters!o Focus a majority of time

• Cooler entrance displays: o rarely used… people like shopping from coolers so it’s an easy

position to take from competitiono Easiest place for point of sale

Consistency

ASK

Tunnel vision

Creativity

THE END

frank b. fuhrer market evaluation

Marketing

entertainment accounts

coors division signage

outside signage total

product signage

outside signage good

entertainment area

entertainment coors

account coors division