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Retail Execution: Q1, 2013 An Executive Summary

Retail Execution: Q1, 2013 An Executive Summary. Brian Klipp Group Director, Integrated Marketing Science , Marketing Knowledge & Insights. infoshoppermarketing@coca-cola.com. R etail E xecution A dvisement. Executive Summary Highlights Wave – March 2013. Prepared by:

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Retail Execution: Q1, 2013 An Executive Summary

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  1. Retail Execution: Q1, 2013 An Executive Summary Brian Klipp Group Director, Integrated Marketing Science, Marketing Knowledge & Insights infoshoppermarketing@coca-cola.com

  2. RetailExecutionAdvisement Executive Summary Highlights Wave – March 2013 Prepared by: Desmond Villalba

  3. REA Audit Parameters Where? • 20 Grocery Locations • In Aisle • Lobby • Checkout (Reg vs Self) • End Caps • Specialty (Dairy, Organic…) • Perimeter • 6 CR Locations • Cold Vault • Perimeter • Check out • Food/Bev Prep • Outside • Other • Super’s & CR • Nationally, Regionally, • Market, & Accounts • Excludes Publix What? • Categories • Points of Contact • Point of Contact – Display, Shelf, Equipment (Electric, Barrels, Vending, Fountain) • 1st Bev POC • 1st Position Endcap – Bev & Non-Bev • Surface Area/Facings (excl Wine/Milk/Beer - except in CR) • Message • Look of Success • Monthly Emphasis POS • Sparkling Beverages • Still Beverages • Beer / Wine / Milk • Beer detail for Cold Vault When? • Last Month of Quarter • Monthly for POS

  4. Key Messages from the Insights • Supermarkets > $2MM ACV: • • CCNA’s Sparkling Points of Contact continued to advance. The latest results show’s that the average US Supermarket (>$2MM ACV) had 7.2 points of contact for CCNA Sparkling (versus 7 for PBNA). • In March CCNA Sparkling gains were seen in the following notable areas: • o From a Market and Customer perspective gains were seen in: • Florida- Central & South MU, driven in part by Albertson’s stores. • Texas –Houston MU’s driven in part by Fiesta stores. • oFrom an In-store Location perspective gains were seen in: • Deliexecution (now at 43%) continued to increase driven in part by Meijers, Marsh, Randall’s, and select Kroger CTA’s. • Self-Checkout (now at 21%) saw increases in Albertson’s, Shoprite, and Harris Teeter among others. • Front Perimeter (now at 32%) saw increases in Albertson’s, Randall’s, and BIG Y among others

  5. Key Messages from the Insights • Opportunity exists to secure more quality execution in Supermarkets as CCNA is underspaced across most of our portfolio. • Nationally, CCNA Sparkling, Ingredient Enhanced Waters, and Chilled Juices/Drinks are underspacedrelative to their respective Value & Volume sell-through Share • Update from CUBE data

  6. Key Messages from the Insights • Convenience Retail Channel: • • The Sparkling and Beer categories share the lead for the most points of contact (nearly 7) in the average CR store. • • CCNA and PBNA Sparkling have comparable points of contact in CR – nearly 4pts. • CCNA Sparkling saw gains of at least +1 point of contact in MAPCO (Memphis/Birmingham), AM/PM (Phoenix/LA), Cumberland Farms (Orlando/Tampa), and Cheveron( Portland)

  7. Sparkling POC grew each wave in 2012 to the 1st wave in 2013. Sparkling is also at all time high. All time high * Absolute points in stores stocking, not % ACV Weighted Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  8. How many Points of Contact can shoppers interact with our brands? Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  9. CCNA still maintains a hold over PBNA for Base Water. Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  10. CCNA Sparkling Points of Contact continue to advance. Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  11. Where did CCNA Sparkling Points of Contact Grow? Top 10 Markets and Customers in Point of Contact Growth from 2012 Q1 to 2013 Q1 Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013

  12. Where did PBNA Sparkling Points of Contact Grow? Top 10 Markets and Customers in Point of Contact Growth from 2012 Q1 to 2013 Q1 Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  13. CCNA Sparkling Deli execution continues to grow and now matches that of Front End Caps. Front Perimeter, Regular Check Outs, and Self Check Outs are seeing year over year growth. Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  14. CCNA Sparkling has moved to clear leadership in the Deli execution CCNA and PBNA Distribution in Deli Location 2009 2010 2013 2012 2011 Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013

  15. Deli distribution was up at least 10 points in 10 MU’s with strong growth seen in Meijer Top 10 Growth Markets & Customers in Deli Distribution for CCNA Sparkling Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013

  16. Self Checkouts distribution was up at least 23 points for 10 Retailers Top 10 Growth/Decline Customers in Self Checkouts Distribution for CCNA Sparkling Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013

  17. 9 out of 10 MU’s saw Front Perimeter distribution grow by double digits Top 10 Growth Markets & Customers in Front Perimeter Distribution for CCNA Sparkling Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013

  18. Opportunity remains for CCNA to secure more space. CCNA Sparkling, Ing Enhanced Water and Chilled JC/DR are underspaced. CCNA PBNA $ / Space Index $ / Space Index 83 169 124 92 111 105 136 85 100 Source: Retail Execution Advisement – Total U.S. >$2MM – Mar 2013. Spaced defined as total Store Surface Area

  19. Where is CCNA Sparkling Underspaced? Index of Category Surface Area Share to Dollar Share Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.

  20. Where is CCNA Ing-Enh Water Underspaced? Index of Category Surface Area Share to Dollar Share Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.

  21. Where is PoweradeUnderspaced? Index of Category Surface Area Share to Dollar Share Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.

  22. Underspaced CCNA Chilled JC/DR Index of Category Surface Area Share to Dollar Share Source: Retail Execution Advisement – Total U.S. >$2MM – Mar-2013. Space defined as Total Store Surface Area.

  23. Sparkling and Beer have the same number of Points of Contact in CR * Absolute points in stores stocking, not % ACV Weighted Source: Retail Execution Advisement – Total U.S. CR – Mar 2013

  24. How many Points of Contact can shoppers interact with our brands? Source: Retail Execution Advisement – Total U.S. CR – Mar 2013

  25. Where has CCNA Sparkling Points of Contact Grown in CR? Top 10 Markets and Customers in Point of Contact Growth from 2011 Q4 to 2012 Q4 Source: Retail Execution Advisement – Total U.S. CR – Mar-2013

  26. CCNA Sparkling availability expanded in the Impulse, Perimeter/Other, and Food/Bev Prep Area within the CR Channel Source: Retail Execution Advisement – Total U.S. CR– Mar 2013 & Mar 2012

  27. Leverage the available Tools REA • REV – Retail Execution Viewer • Provides benchmarking & assessment capabilities • Updated version available on Answers • POStrack • Provides insights into program and messaging execution • Available on Answers and the K&I SharePoint site • Executive Summary – complete version • Available on Answers and the K&I SharePoint site • Databank • Provides complete detail for all brands and packages • Available via Nitro

  28. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com

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