1 / 20

YTD Performance by Channel

YTD Performance by Channel. 2010 Target on Budget and Doors. 2011 Performance by C&P Sub-channel by Brand. Include by brand. Number of Doors. C&P Channel Priority. 1. 2a. 2b. 2c. 2d. Priority:. 3. Drug. 1. Chain. 2. Independents Tier 1 - thru wholesalers Tier 2 - thru CNC

rstrong
Download Presentation

YTD Performance by Channel

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. YTD Performance by Channel

  2. 2010 Target on Budget and Doors

  3. 2011 Performance by C&P Sub-channel by Brand • Include by brand

  4. Number of Doors

  5. C&P Channel Priority 1 2a 2b 2c 2d Priority: 3. Drug 1. Chain • 2. Independents • Tier 1 - thru wholesalers • Tier 2 - thru CNC • Tier 3 - thru DSD • Tier 4 - thru Club

  6. C&P Buying Cycle Calendar Q2 – Q3

  7. 1. Chain Accounts Q2-3 • Execute Execute EXECUTE! • Continue selling In-and-out promotional opportunities • Back-to-School • Winter Wellness • Measure KidZone program success and COMMUNICATE IT! • Begin 2012 CMA Planning

  8. 2a. Independents thru Whsl • Opportunity: 75,000 Doors • Why Tier 1 • Greatest # of Doors with Lowest Cost-to-Serve • Wholesalers already carry product (already listed in system, so no additional placement fees or admin required to set-up) • Wholesaler reps already knowledgeable with some training • History/ success stories with larger chains pulling from the wholesaler (easy for reps to sell and buyers to believe) • Retail price not compromised (markup within range to hold at 2.99 price point)

  9. 2a. Independents thru Whsl • How we reach • Feb/Mar - participate in all the major shows (w/anchor accounts and expectations set for independents based on attendees list) • Pre-Show Planning w/ reps • Immediate Show Follow-Up: who attended, who purchased (how can we capture in CRM, blast post-show deal) • Post-Show Sales Meeting (4-6 wks following show) • April/ May – Trainingand educating (currently underway) • How we support • In-line placement program for Independents

  10. 2a. Independents thru Whsl • Communication Plan • Direct warehouse marketing support • Qtrly Product guides • Virtual Trade Shows • Surveys • AASCA eblast • 7-eleven (Avanti) eblast • National Trade Communications – Presented at End

  11. 2b. Independents thru Cash’n’Carry • Opportunity: 10,000 doors • Independent that don’t qualify for whls delivery (min order qtys and/or credit) • Why Tier 2 • Requires more sales support and training to reach additional call points than Independents thru wholesalers, but lower cost-to-serve than DSD • Off invoice allowance support program for promo activity (10 cents per bottle) • Up to $300 for promo programs • No slotting costs • Work off lower margins (30-35%), can maintain retail price at $2.99 • How we support • Need to better educate them and do the math for them (good margin item at 34%) • Must get on their list!! Majority of dollars are allocated to items on list, may pick up a couple incremental/trial items

  12. 2a. Independents thru Cash’n’Carry • Communication Plan • CNC marketing support programs • New Item Display section • POS signage • In store flyers • Eblasts • Direct Mail-outs • National Trade Communications – Presented at End

  13. 2c. Independents thru DSD • Opportunity: 10,000 doors • DSD accounts take ownership of product • Once trained and educated they become a sales force to their established customer base (up-and-down the street, mom and pop stores where big trucks can’t get to in inner cities) • Why Tier 3 • Lowest tier in profitability and greatest time requirements • Have no broker support to manage (can’t afford a broker at 5pts) • Require significant trade support funding and sales rep/ driver spiffs “pay-to-play” • Margin requirements are high 30-35% margin, 10% allowance off product • Good/ larger DSDs want exclusivity, the route sales people cannot distribute to the chain stores (which are their bread and butter accounts) • Must find the ones that will give us focus (priority = beer, water, juice; IZB viewed as “hobby” items; must be in top 20 items to appeal to them) • How we support • Need trade support funding (free product, allowances, merchandising…) • Sales rep/ driver spiffs (to maintain focus) “pay-to-play”

  14. 2c. Independents thru DSD • Plan of Attack • Identify and prioritize target cities that we want to build DSD distribution in based on concentration of independents doors with smaller DSD opportunities. (also aligns with cities with high Hispanic influence) • Timing • May - Interview market and hire up to 2-3 for each city. • June – kick-off/ training w/ RSM (and Jody) - limited to resources available • Evaluation and continued training quarterly? • How much attention is needed? • What level of support? Merchandising? Ride-a-longs? Frequency? • Communications Plan • National Trade Communications – Presented at End • Los Angeles(JD) • Haralambos • New York (TK) • High Five Distributing in Manhattan • Boston (TK) • New England (NESCA) show in April in Massachusetts • Miami (Ft. Lauderdale Association show in June) • Chicago (SF) • Philly (SM) • Denver (LP) • Dallas (LP) • St. Louis (SF) • Atlanta (JB)

  15. 2d. Independents thru Club • Opportunity: 10,000 doors • Largest sub-tier opportunity (with residential purchases on top of resale purchase) • Why Tier 4 • Need to have better established independent retail base/ awareness of the brand prior to Club distribution • What ACV ? Is it 50% ?? • Plan of Attack • Focus on building awareness and distribution to the independent network via Tiers 1 – 3 • Learn more about how to reach and communicate to the independents purchasing through Club to drive on-going sell through • Communications Plan • National Trade Communications – Presented at End

  16. National Trade Communications Plan • Direct (Internal) Communications • Eblasts – ongoing to current customers, prospect customers, brokers • Indirect / Unpaid • Press Releases • Editorials • Eblasts through AACSA • Indirect / Paid • Advertisements with trade publications (print/web) including: CSNews CSN-SglStrOper NACS magazine Convenience Store Decisions Beverage Net

  17. National Trade Communications Plan CSNEws: Industry Report Issue – June 13 Annual Convenience Industry Report) Industry and store performance, all major categories; Half page ad: $10,110 Half page ad: $6,100 C-store Decisions - July (?) Single Store Operator - 2012 Industry Report for the Single Store Owner *Bonus distribution includes Hispanic Retail 360 Summit Full page ad: $16,180

  18. National Trade Communications Plan NACS Magazine – Pre-show Issue Front Inside or back Cover ad: $10,000 C-Str News NACS Issue – October 3 Top 25 Convenience Wholesalers and NACS Show focus *Bonus distribution includes NACS Show Full page ad: $16,180 Cstore Decisions - November Special focus is 2012 Chain of the Year Half page ad: $6,100

  19. Trade Publication Pricing

More Related