Concept presentation 29 th. may Tallinn

Presentation

• Axel Jensen • Director of GBU since august 2005.• Responibel of business development • Earlier experience from retail

– Metro Cash and Carry ( Wholesale )– Statoil ( Gasstations & Convenience stores ) – Apotekernes ( Pharmacies ) – GuldBageren ( Artisan bakery )

Agenda

• Presentation of the GuldBageren concept • Benefits by being a part of a chain • Questions

History of the GuldBageren A/S

• Voluntary chain• Established in 1989 by 18

bakers• 40 members in 1999• 100 members in 2000• 175 members in• Today 122 members and 143

high profiled GuldBager outlets

What’s a voluntary chain

• Having the benefits by working in common

• High degree of indepence regarding management of own business

• No economic resposibility for other chain members

• Free to leave with short notice

To be a chain member is seen as a way to increase the revenue, base to get a lot of problems solved and focus on procuction and sale

Results / economic benefit

Level of cooperation / loyalty

GuldBageren A/S

• Managed by a board of regional elected members

• Main office in Fredericia • Manning

– Director of chain

– Reception and marketing 2 persons

– Finance 2 persons

– Consultants 3 persons

• Owner of GBU

GBU A/S

• Subsidiary of GuldBageren A/S

• Established 2005

• Purpose to develop activities which will contribute to the strenght of GuldBageren A/S and connected partners – Education– Insurance program – Datawarehouse – Business and concept development

Rules of membership • Education as an artisan

baker • Bakery with high level of

quality and wide assortment

• Good financial status • Be in a non competitive

area for other members of GuldBageren

GuldBageren

GuldBageren

Obligations • Be shareholder • Loyal to the mandatory

supplierprogram • Participate in marketing

program • Economi• Training and education

program

A short trip to a danish GuldBageren member

Trends in the danish market

• Strong danish consumer economi • Focus on healt, origin and nutrision • Severe reduction in the numbers of

artisan bakeries • Growth in competition from bake-off

and in-store bakeries • Manning problems

The strategy

• Quality• Assortment • Service

Major concept elements • Marketing program

• Campaigns

• Common assortment

• Krummeklub

• In-store tv media

• Common shopfront / clothing program

• Packething program

• Internet / intranet

• Economic• Annual account regarding revenu and

costs

• Consultants• Education program

• Management

• Staff full and part time

QualityAssortment Service

Marketing program • Marketing program

• Campaigns • TV • Bill boards • Magazines • Radio spots • POS

Marketing program

• Marketing program • Campaigns

• Common assortment

• Dalily cake speciality offer

• All week bread &

cake specialities

Marketing program

• Marketing program • Campaigns

• Common assortment

• Krummeklub ( loyalty club )

• New consumer groups

• Rais shop visit frequency

• Raise average sale

Marketing program • Marketing program

• Campaigns

• Common assortment

• Krummeklub

• TV instore media

Remote TV system1-2 screens in every outletCampaign & product informationControlled from Main officeOne supplierBoost sale of specific GuldBageren products (increase 15-30%)

Marketing program • Marketing program

• Campaigns • Common assortment • Krummeklub • TV instore media • Common shopfront / clothing

program

Marketing program • Marketing program

• Campaigns • Common assortment • Krummeklub • TV instore media • Common shopfront / clothing

program

Marketing program • Marketing program

• Campaigns • Common assortment • Krummeklub • TV instore media • Common shopfront / clothing program • Packething program

Marketing program

• Marketing program • Campaigns

• Common assortment

• Krummeklub

• TV instore media

• Common shopfront / clothing program

• Packething program

• Internet / intranet

• Information about :

– Working committees

– Campaigns

– Products

– Krummeklubben

Objetctives of education • Increase profit • Improve the customer

relationship • Develop chain and members

regarding the future • Increase the speed of changeing

processes• Attract new qualified employees

and upgrade the existing already employed

Strategy – the steps

Assortment & Interior design

Education

IT – info

Marketing

Strategy for education

Sale

Management

Products & operation

Full and part time employes Management

Strategy for education

Salg

Management

Products & operation

Sales manager Owners

In the shop by the consultant’s

Areas of education • Staff, recruitment,

employing, and dismission • Sales management,

communication, motivation • Economi, book-keeping,

key figures, and budgetmangement

• Campaigns and marketing

• IT, Internet, Excel, Word,

Summary We are a chain based on 122 voluntary

members All our members are artisan bakers We are highly profiled in our market Development are a ongoing process in

GuldBageren We are open for sharing our knowledge

Questions ?

Thank you for your attention