Hero: Best in Store Execution On Trade Peru
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APPLICATION FORM Award Category: Best in Store Execution – On Trade Program / Project: Best Lima’s Summer Ever! Name (Group or individual): On Trade Team Peru: Dirk Gfell & Carlos Ruiz. Market / Cluster: Diageo Peru - SouthLac Context: During summer Season, people from the social economic level A and B from Lima (targets of our brands), go to the south of the city, where the Asia Beach is located, at 100 km from Lima. Here the most important fun and night life occur and the On Trade venues are located (discos, bars, restaurants), they represent an important amount of spirits consumption among the public attendance. For On Trade Channel, summer is the most important peek season of the year, in brand and volume building. Pernod Ricard’s are also activating their brand’s visibilities at these venues, since several years ago. Here is where Diageo’s On Trade team found an opportunity to highlight the brands and associate them with the customers. Great and creative visibilities were developed, adequate to the needs of each one of them, Objective: - Achieve visual and promotional exclusivity in 12 venues (66% of the total target of Asia’s venues) - Increase TOM & Brand Awareness of JW and Smirnoff in summer season - Increase 20% of volume sales vs LY - Top 2 in the Customer Diageo Survey (on trade), in the journey to be Top 3 CPG Company Detail of outcome achieved: - We achieved visual and promotional exclusivity with 15 venues of 18 total target venues (20% more vs LY) with 10% less budget - We achieved 35% more cases in the same period than last year (2.5K cases) - We achieved the number 1 rating between all CPG’s suppliers in the on trade in the annual customer survey - Ordinary buying and consumption occasions are transformed into amazing shopping and drinking experiences Brief description of the activity: Relevance of the activity for de channel: Summer season is the most relevant peak season for On Trade sales in the year and the highest brand awareness rate for the channel, because almost all the AB target consumers move to Asia beaches for the summer and have great experiences with brands in all the on trade venues in Asia Boulevard. Scale of implementation: - In the begging of the project, On Trade team was thinking to implement this concept in few venues. But to give this project a relevant scale, we implemented it in almost all the venues, with the same budget and the same resources (people). - The On Trade Team achieved exclusivity visual and promotional agreements with the main venues in Asia Beach, creating and implementing together, spectacular and outstanding visibilities. - The On Trade not only developed great visibilities in order to win the visibility war, but also ongoing brand activities, in coordination with administrators and owners of the premises to generate a really amazing relationship with customers and consumers. Together enjoying our brands activations in the most celebrated region and season in Peru. About the execution: - Visibility was planning with enough time to receive marketing and customer marketing feedback, in alignment with our cycle brief, embedding all the company and areas to receive adequate and timely feedback to improve compared to previous years. - On Trade team embedded procurement team with the main suppliers for implement in less than one month all the 15 venues (see pictures in next page). - Quickly, with a designer, a different and personalized visibility for every customer was created in harmony with the theme of the location, making it attractive for the consumers and the customers. In this way, there are no equal visibilities, making an important presence of the Brands in a short amount of time. - Working completely aligned with our customers and their needs to achieve what maximizes value to
Transcript of Hero: Best in Store Execution On Trade Peru
APPLICATION FORMAward Category: Best in Store Execution – On TradeProgram / Project: Best Lima’s Summer Ever!Name (Group or individual): On Trade Team Peru: Dirk Gfell & Carlos Ruiz.Market / Cluster: Diageo Peru - SouthLac
Context: During summer Season, people from the social economic level A and B from Lima (targets of our brands), go to the south of the city, where the Asia Beach is located, at 100 km from Lima. Here the most important fun and night life occur and the On Trade venues are located (discos, bars, restaurants), they represent an important amount of spirits consumption among the public attendance. For On Trade Channel, summer is the most important peek season of the year, in brand and volume building.Pernod Ricard’s are also activating their brand’s visibilities at these venues, since several years ago. Here is where Diageo’s On Trade team found an opportunity to highlight the brands and associate them with the customers. Great and creative visibilities were developed, adequate to the needs of each one of them, according to the profile of the venue; and prepared an activity program for each venue and each brand to enhance the opportunity in these few months.
Objective: - Achieve visual and promotional exclusivity in 12 venues (66% of the total target of Asia’s venues)- Increase TOM & Brand Awareness of JW and Smirnoff in summer season- Increase 20% of volume sales vs LY - Top 2 in the Customer Diageo Survey (on trade), in the journey to be Top 3 CPG Company
Detail of outcome achieved:
- We achieved visual and promotional exclusivity with 15 venues of 18 total target venues (20% more vs LY) with 10% less budget- We achieved 35% more cases in the same period than last year (2.5K cases)- We achieved the number 1 rating between all CPG’s suppliers in the on trade in the annual customer survey- Ordinary buying and consumption occasions are transformed into amazing shopping and drinking experiences- Achieved Activations of our brands:
o JW : 50 activations, increasing TOM from 64% to 69%o Smirnoff : 25 activations increasing TOM from 13% to 21% and Awareness from 29% to 33% in summer seasono Achieved 63K contacts with our brands in 12 weekends (during the summer season)
Brief description of the activity:
Relevance of the activity for de channel:Summer season is the most relevant peak season for On Trade sales in the year and the highest brand awareness rate for the channel, because almost all the AB target consumers move to Asia beaches for the summer and have great experiences with brands in all the on trade venues in Asia Boulevard.
Scale of implementation:- In the begging of the project, On Trade team was thinking to implement this concept in few venues. But to give this project a relevant
scale, we implemented it in almost all the venues, with the same budget and the same resources (people). - The On Trade Team achieved exclusivity visual and promotional agreements with the main venues in Asia Beach, creating and
implementing together, spectacular and outstanding visibilities. - The On Trade not only developed great visibilities in order to win the visibility war, but also ongoing brand activities, in coordination with
administrators and owners of the premises to generate a really amazing relationship with customers and consumers. Together enjoying our brands activations in the most celebrated region and season in Peru.
About the execution:- Visibility was planning with enough time to receive marketing and customer marketing feedback, in alignment with our cycle brief,
embedding all the company and areas to receive adequate and timely feedback to improve compared to previous years.- On Trade team embedded procurement team with the main suppliers for implement in less than one month all the 15 venues (see
pictures in next page).- Quickly, with a designer, a different and personalized visibility for every customer was created in harmony with the theme of the location,
making it attractive for the consumers and the customers. In this way, there are no equal visibilities, making an important presence of the Brands in a short amount of time.
- Working completely aligned with our customers and their needs to achieve what maximizes value to each other’s business and deliver on it.
- On Trade team developed a media plan in alignment with marketing team to communicate every activation through flyers, relationship marketing, social network, PR agency, etc.
M&E:- It was coordinated with wholesalers and the distribution chain to ensure accurate measurement of sell in, sell out and stocks of each
customer using a P&L format support by financial area.- It was a measure of return on investment for each of the activities of each of the premises, where an M&E could be appreciated the
return and pay in sales (increase volume) of our products through the application of the corrects sales drivers for each of the premises, using a form of CDOs in each case.
Implementations:
Nikita
Olio Stereo
Joia
Depeche Order / Bravo Restobar
