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Maximizing Brand Success The Value of Understanding Category Roles

Maximizing Brand Success The Value of Understanding Category Roles. Agenda. Core insights Category roles Examples of driving footfall Insight to Value. Tobacco brands built in domestic. 4 out of 5 smokers will not switch brands

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Maximizing Brand Success The Value of Understanding Category Roles

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  1. Maximizing Brand Success The Value of Understanding Category Roles

  2. Agenda • Core insights • Category roles • Examples of driving footfall • Insight to Value

  3. Tobacco brands built in domestic • 4 out of 5 smokers will not switch brands • Domestic market purchase behavior is replicated in travel retail

  4. Reasons for purchase in Duty Free • 2 out of 3 buy cigarettes to stock up • Choice is in your store or not?

  5. Do smokers buy? 51% of smokers do not buy tobacco at airports

  6. Distinct Product Group Roles Tobacco P&C Liquor Food P&C Tax Free

  7. Analytics Deliver Clear Facts For A Store Planning Strategy… Tills Food Tax-free + Souvenirs Liquor P&C Fashion & Luxury Tobacco

  8. Tobacco Role Has 3 Clear Deliverables… Footfall Conversion Basket Size DESTINATION

  9. Innovation To Drive Footfall…

  10. Innovation To Drive Footfall…

  11. Innovation To Drive Footfall…

  12. Summary • Focus on the role of each category delivers operational efficiency opportunity. • Follow consumer thinking path and target the right consumers. • The Right Tobacco Analytics: • Footfall • Conversion • Basket Size Demonstrates fundamental Revenue & Profit opportunity. The roadmap to maximize brand value.

  13. Thank you!

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