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Carl Reh Kabinett Riesling

Carl Reh Kabinett Riesling. Launch Plan June 2010. Overall Strategy. Fast track distribution to all top German and Riesling LCBO stores By the glass features at top German/Riesling wine restaurants 50 consumer tastings at LCBO stores

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Carl Reh Kabinett Riesling

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  1. Carl Reh Kabinett Riesling Launch Plan June 2010

  2. Overall Strategy • Fast track distribution to all top German and Riesling LCBO stores • By the glass features at top German/Riesling wine restaurants • 50 consumer tastings at LCBO stores • Educate and sample all key decision makers at LCBO stores, restaurants and agency stores...before, during and after launch • Develop strategic media campaign through print advertising, Food and Drink and Toronto Star • 4 programs (2 x LTO, 2 x BAM) in first 12 months Overall Targets • 4000 cases (9L) in first 12 months • 80% retail, 20% on trade • 250 distribution points • 50 menu listings/features

  3. Competitive Set Carl Reh Kabinett Riesling $12.95

  4. RETAIL DISTRIBUTION • Target of 250 Total Stores Within 3 Months • List of top stores in each territory for; • Top German overall • Top Competitive sets GAP report • Each rep to be given specific monthly targets to hit for new listings based on their territory • Overall goal – Top 80% of retail distribution

  5. TARGETED LICENSEES • Target goal – 125 points of distribution on-trade • Price difference/incentives puts of far ahead of competition • Target top German restaurants • Target large patio accounts • Utilize POS material • Ice Buckets • Staff incentives • Custom feature cards • Staff training seminars • Bottle per case incentive

  6. IN-STORE TASTINGS – Sales Rep Competition • A team competition will be initiated where reps will taste one Friday or Saturday in their top store. Reps will be awarded based on highest bottle sales during their tasting. • $250 Mastercard for highest bottle sales.

  7. Media and Special Events • Food & Drink – October • Toronto Gourmet Food & Wine Show - November • Ottawa Food & Wine Show - October • Wines of Germany - TBD

  8. PROGRAMMING • The Trade Team has applied for a number of programs for this year and the start of 2011. • Period 7 – $1 LTO/SE (Declined) • Period 10 - $2 LTO (Declined) • Period 11 - $1 LTO • Period 12 – BAM6 • Period 13 - $1 LTO/SE • Tastings – 50 in total between July – Sept. • Shelf Talkers

  9. MEDIA SAMPLING • Wine Writers • Wine writers have been sourced and tasted to secure key PR support for the launch and beyond. • A package was sent encompassing two sample bottles and marketing materials. • Follow up communication is being completed by the trade team to ensure the wine has been received and tasted, receive any feedback and inquire about a write up to coincide with the launch date. • Tony Aspler • Gord Stimmel • David Lawrason • Konrad Ejbich • Natalie Maclean • Beppi Crosariol • Dan Kislenko • Rod Phillips • Margaret Swaine

  10. Sales Rep Incentive • 1st Place – Weekend Getaway for 2 to the Village @ Blue Mountain in Collingwood. $2000 Value • 2 night stay • Tree Top Trecking • Tour of the Scenic Caves • Golf or Skiing • Afternoon at La Scandinave Spa • $400 for meals

  11. Sales Rep Incentive 2nd Place – Brand new iPad - $1000 Value 3rd Place – $500 in Gift Cards

  12. Sales Rep Incentive

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