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Beverage Category Roundup

Beverage Category Roundup. Beverage Bonanza. Welcome & Introductions Category Overview Fun Facts Doing Business with the Beverage Team Examples Quiz Q & A. Beverage Category Directory. Michelle Photo. BEVERAGES Michelle Frost, Category Manager (804 ) 734-8000 , extension 4-8696

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Beverage Category Roundup

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  1. Beverage Category Roundup

  2. Beverage Bonanza Welcome & Introductions Category Overview Fun Facts Doing Business with the Beverage Team Examples Quiz Q & A

  3. Beverage Category Directory Michelle Photo • BEVERAGES • Michelle Frost, Category Manager • (804) 734-8000, extension 4-8696 • Fax: (804) 734-8009 PP 78696 • E-mail: michelle.frost@deca.mil • Coffee Ground Bagged, Coffee Whole Bean, Coffee International, Coffee Instant Flavored/Bagged, Coffee Instant Regular, Coffee Canned, Coffee Ground Flavored, Coffee Creamers, K-Cups, Coffee Filters, Instant Breakfast, Tea Bagged, Herbal/Flavored Tea, Instant Tea/Mix, Hot Cocoa, On-the-Go Breakfast Shakes, Instant Breakfast,Shelf Stable Milk, Milk Modifiers, Canned and Powdered Milk • Multi-Pack Juice, Cranberry/Cranberry Blend Juice, Drink Mix Syrup Fruit Flavors, Drinks Fruit and Nectars Juice, Vegetable/Tomato/Prune Juice, Aseptic Juice, Lemon/Lime Juice, Pineapple Blends/Juice, Apple Juice/Cider, Grapefruit Juice, Sparkling Juice • Soda, Premium Soda, Value Soda, International Beverages, Water, Water Filtration, Flavored/Sparkling Water, Isotonic Beverages, New Age Beverages, Kosher Beverages, Cocktail Mixers, Powdered Instant Drinks, Water Enhancers, Freeze Pops, Energy Drinks, Hispanic Beverages, Liquid Coffee • Lisa Owens, Merchandising Specialist Vacant, Business Analyst • (804) 734-8000, extension 4-8181 • Fax: (804) 734-8009 PP 78181 • E-mail: lisa.owens@deca.mil Michelle Bibbs & LorettaTucker- Planogrammers

  4. The Beverage Categories

  5. The Beverage Categories N E W I T E M P R E S E N T A T I O N S

  6. Overall Category Management Objectives • Grow Volume, Grow Value, Grow Loyalty • Transform strategies of business plan to category plan which should be implemented around the “The First Moment of Truth” • Use fact-based decision process • Continuously focus on best practices, recognizing different shopper behavior

  7. Marketing Strategies • Right Assortment • Right Prices • Right Promotions • Right Location and Space in Store • Right NPIs

  8. Marketing Strategies (Continued) • Traffic Building • Getting more patrons to the store and the category • Transaction Building • Increasing the patrons’ average spend while showing savings • Creating Excitement • Continuing to offer innovative, fashionable products and promotions • Image Enhancing • Strategy aimed at creating the right image toward the category consumer … “Your commissary, it’s worth the trip!”

  9. Tactics • Assortment • Focus on the leading brands of the category • Review marginal items with low contribution to sales • Focus on new-to-the-world products • Price • Shelf prices offering patron savings of 30% • Optimize sale prices – no lower outside the gate • Focus on top brands • Merchandising • Shelf space sufficient to last between stocking periods • Sufficient space for Regional and S-coded items • Promotions • Continue creative theme events • Develop activities and events for new item introductions • Use pallets when offered to simplify merchandising

  10. How • Joint Business Plan – Overall Objective • Working together to create better business results for both DeCA and you • Create better understanding of common business issues and opportunities • Joint development of growth strategies • Joint development and implementation of category development plan • Ongoing monitoring and negotiation based on common understanding and best practices

  11. How The Joint Business Plan-Guiding Principles • Common focus to grow the category, based on improved consumer and shopper satisfaction, greater volume, greater turnover • Work in the greatest possible transparency and there should, in principle, not be any sacred cows • Common goals and objectives and decisions based on facts and data • Both parties must be committed to implement decisions • Frequent check point discussions • Results for All

  12. Bonanza Quiz Let’s see if you were paying attention …

  13. Bonanza Question 1 • This city in the US consumes 7 times more coffee than any other US City.

  14. Bonanza Question 2 • According to many historians, from which country did coffee originate?

  15. Bonanza 3 • What 2 countries were the first to bottle Coca Cola outside of the US?

  16. Bonanza 4 • What soft drink manufacturer was the first foreign product allowed into Russia?

  17. Bonanza Question 5 • Which major soft drink is a blend of 23 different flavors?

  18. Bonus What is the Name of this Iconic Beverage Character

  19. Questions

  20. Thank You

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