julius meinl romanian horeca market study
TRANSCRIPT
HoReCa Market Study
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Agenda
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! What is HoReCa ? ! Consumer Behaviour ! HoReCa Classification ! Key Touch Points ! Traffic Assessment
What is HoReCa ?
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HoReCa is a place of social interaction where is possible to sell, consume or promote tea and coffee products.
HoReCa Channel characteristic: " a longer time is spent on the premises; " a high concentration of age consumers under 30; " greater tendency to switch brands; " favorable to new experiences;
What is HoReCa?
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HoReCa is not an Optional “ Nice to Have”. It is the Heart of the Marketing Strategy as a Strategic Channel itself and as a mean to do well in the Key Channel
What is HoReCa ?
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Outlets Types COFFEE/TEA COFFEE SHOP
RESTAURANT
CLUB/DISCO BAR/PUB
HoReCa = A Place Where People Spend Money on Drinks, Food,
Accommodation &/or Entertainment with the Intention
of Consuming on the Premises
Casino
Social Club
Restaurant
Sports Stadium Golf Club
Beach
Tennis Club
Health Club
Bowling Alley
Bingo Hall
Hotel
Motor Racing Circuit
Bar
Theatre
Concert
Cinema
Mountain Bike Track
Water Sports Park Music
Festival Swimming
Pool Tea/Coffee
Shop Cruise Liners
Ferries
Pub
Internet Café
Extreme Park
Betting Shop
Snooker Hall
What is HoReCa ?
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What HoReca Means ?
By focusing in HoReCa We Can:
Build Awareness With Target Consumers
Promote Trial, Conversion and
Loyalty
Build Brand Image in Line With Brand Objectives
Introduce and Grow Brands
Consumers Behaviour
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Consumers give many reasons for visiting HoReCa which are very distinct from the rational purchase behaviours found in traditional retail outlets.
They can be summarised by three core consumer drivers of:
" Socialization = seeking or enjoying the companionship of others " Fulfilling a lifestyle = a way of life or style of living that reflects certain attitudes and values( habits, attitudes, moral standards, economic level e.g.)
" Enjoying a experience = participation in an activity or with people that leads to a physical or emotional reaction
Consumers Behaviour
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Reason for Visiting HoReCa KA/Retail
To Buy
Consumers have a Predefined Idea of Purchase, either Items or Brands
Sometimes Additional Items will be Purchased due to Impulse Reaction
The Process of Visiting into KA/Retail is Usually Conducted As An Individual
HoReCa
To Enjoy The Experience
They Wanna Dance, To Get Drunk, To be in the Crowd, To Pick Up Somebody
The Purchase of Specific Items is on 2nd Plan. People Don’t Like Interrupting Their Experience
The Process of Visiting into HoReCa is Usually Conducted With Others
Consumers Behaviour
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KA/Retail
Brands Are Important
Consumers Expect To be Provided With A Range of Products
Consumers Will Leave The Outlet of Purchasing if Specific Brands Are Not Available
HoReCa
Brands Are Not Important
People Do Not Go To for Brand Specific Reasons
Consumers Expect A Limited Choice Of Brands And Are Prepared To Try Something Different
Brand Choice
Consumers Behaviour
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Key Findings
" Consumers Are in Outlet To Enjoy The Experience
" Consumers Do Not Want To Receive Commercial Interruptions
" Availability Of Specific Brands Is Not Important " Consumers Are Prepared To Try New Things in HoReCa
HoReCa Classification
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We distinguish 4 types of establishments in HoReCa, classification based on Reasons for Visiting and Consumer Behaviour:
" Coffee/Tea Coffee Shop " Restaurant
" Bar/Pub " Club/Disco
HoReCa Classification
" People are Going for Meeting Friends, To Drink A Coffee, To Relax, To Chat With Friends, To Warm Up
" Openness For Trial
" Bar Environment Enables Consumer Contact( relatively Silent, Enlightened, low Music Level)
" Medium Percentage of Loyal Consumers
" 100 % Age Consumer Under 30, High Traffic All Day Long
" If is Asked, Bar Staff Recommends Outlet Drive Brand
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Coffee/Tea Coffee Shop
HoReCa Classification
" The Consumers Are Going for Food And Calm Atmosphere, for Business Discussions, Meeting Friends, To Relax and because The Services Are Good
" Consumers often Buy products based on Coffee
" Table Service Only (except Self Service Canteens/ Fast Food)
" Generally, (Super) Premium Age Consumers Over 35
" 7 Days Peak Time
" Several Generations of Consumers per Day
" High Percentage Of Loyal Consumers
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Restaurant
HoReCa Classification
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Bar/Pub
" People are Going for Meeting Friends, To Drink, To Eat, To Relax, To Have Fun, To Cherry-Merry, To Chat With Friends, To Warm Up
" Openness For Trial
" Bar Environment Enables Consumer Contact
" Medium Percentage of Loyal Consumers
" 100 % Age Consumer Under 30, High Traffic All Day Long
" If is Asked, Bar Staff Recommends Outlet Drive Brand
HoReCa Classification
" People are Going For Dancing, Drinking, Being In the Crowd, Socialising, Listening Music . Entertainment. Experience The Atmosphere
" High Percentage of Loyal Consumers. High Capacity, High Turnover per Night.
" Premium Trendy Clubs have Only Weekend Peak Time
" The Others (Age Consumers under 35, Medium) have 7 Days Peak Time
" Limited Range Of Brands-Exclusive Sales Agreement
" Main Part Of Consumers Are Standing and Dancing
" Difficult Communication Environment – Dark, Noise, Crowd
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Club/ Disco
Key Touch Points
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Coffee/Tea Coffee Shop
# Menus
# Table
# Staff
# Bar Area
Bar/Pub
# Menus
# Table
# Bar Staff
# Back Of the Bar
Restaurant
# Menus
# Table
# Staff
# Bar Area
Club/ Disco
# Bar Staff
# DJ Area
# Entrance
# Toilette Area
Traffic Assessment
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Each location can be classified according to the number of people walking during one day, week or year
Traffic = total number of people that are passing through a location during a day, a week or an year
Traffic/Year = Capacity of Location X Occupancy Rate X no. of Generations X Number of Active Weeks
Traffic Assessment
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Capacity of Location =total number of seats from the tables and from the bar area
Occupancy Rate =percentage share of total number of seats occupied
No. of Generations =number of people who pass on several occasions during a day at the peak time
No. of Active Weeks =number of weeks of the year in which the location is open
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Thank you