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Corona Light Discover the Opportunity

Corona Light Discover the Opportunity. Corona Light Initiative. Corona Light Focus Introduction State of the Industry Long Term Objective Account Segmentation Targeting with SPECTRA and SMART On-Premise Tri-mester programming Consumer Group Top 10 Objections Selling Solutions

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Corona Light Discover the Opportunity

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  1. Corona LightDiscover the Opportunity

  2. Corona Light Initiative • Corona Light Focus Introduction • State of the Industry • Long Term Objective • Account Segmentation • Targeting with SPECTRA and SMART • On-Premise Tri-mester programming • Consumer Group • Top 10 Objections • Selling Solutions • Sell Sheets

  3. Corona Light Focus • Task Force Game Plan • Source and analyze all relevant information to better determine a more logical approach to programming and communication. • Develop information materials to enable field and wholesaler personnel to better address selling opportunities and potential objections at retail. • Develop on-premise programming to create a more impactful and sustained level of awareness and acceptance for Corona Light.

  4. Introduction Tri-mester On-Premise Programming

  5. Corona Light Why: The Corona Light deck was developed to provide you with an additional selling tool in order to support your efforts in gaining a greater sense of focus and urgency for our Corona Light business. What: The Corona Light deck contains information that will better enable you to target and segment the right accounts for Corona Light business. How: The deck should be utilized when presenting the Corona Light brand information to wholesalers and / or key retailers. When developing sales, promotion and distribution initiatives with wholesalers, the segmentation and targeting section can be used as a guide.

  6. State of the Industry Tri-mester On-Premise Programming

  7. Top 5 Beer Brands 4 3 Rank 2 1 5 Corona Extra Showing the Strongest Trend and Share Change of All Top 5 Beer Brands. Source: IRI, YTD 9/10/06, Total US – Food, Ranked on Dollar Volume

  8. Segment Performance The Import Light Segment is Showing Strong Trends. Light Imports account for 14% of the Import Volume but make up 29% of the Segment Growth. Source: IRI, YTD 9/10/06, Total US – Food

  9. Top 5 Import Light Beers +11.4% New -3.5% +0.6 New $ Share (Total Beer) 1.5 0.5 0.5 0.3 0.1 New Brands are rapidly being Introduced to the Import Light Category. Corona Light remains the Strong Leader. Source: IRI, YTD 9/10/06, Total US – Food, Ranked on Dollar Volume

  10. The Corona Light Consumer SWOT Analysis&Key Initiatives

  11. Corona Light Consumer Group Target Demographic:Adults 25 – 34 Attended College/College Degree HHI $40,000 + Import beer drinkers who will appreciate the quality of drinking a light import brand. Domestic light beer drinkers who appreciate the quality of an import beer and will trade-up and pay the higher price for an imported light beer. Brand Personality:Reflective Anticipatory Reward / EscapeCreative Strategy:Corona Light lives on the same beach as Corona Extra, but provides a different perspective. The pace is slower, the mood is anticipatory & reflective. The lime ritual and appetite appeal are an integral part of all communications.

  12. Corona Light Consumer

  13. Objectives Consumer Target& Top 10 On-Premise Objections

  14. Corona Light Objectives • Build on momentum: Imported Light Segment • Maximize support gained during summer 2006 • Hispanic market growth • On-Premise – take programming, make it work for you • Target “Trend Setter” Bars & Nightclubs • Gain traction in a small controlled universe • Repeat your successes, methodically & tactically expand distribution • Continue Dual Branding • Build 24packs along with Corona Extra

  15. Segmentation and TargetingSPECTRA and SMART

  16. Segmentation and Targeting • Objective: • Identify the true opportunity on-premise accounts in each market for Corona Light distribution focus initiative. • Utilize SPECTRA and SMART tools to identify the right accounts for Corona Light that have potential for sustained distribution and long term sales growth. • Analyze high volume Corona Extra accounts for Corona Light distribution and sales growth opportunities. Why SPECTRA?: Spectra is tool to ensure that Marketing’s view of the Brand will filter down to Trade Marketing and Sales in a manner that can be executed to management’s expectation. By integrating syndicated and custom consumer information, Spectra helps our clients paint a picture of their consumer. Using our sophisticated segmentation models, clients can develop superior insights about who and where to target. • Process Consumer insights are worth twice as much if they can be linked to actionable strategies. To help you execute marketing and sales strategies, Spectra uses proprietary Consumer Trade Area methodology to capture consumers on the ground - in numbers, dollars, demography, and store preference around an account or store that you and wholesalers can effectively reach and potentially influence.

  17. Segmentation and Targeting • Process • Start with the SPECTRA tool to identify high demand indexing stores/markets for Corona Light focus initiatives. • Analyze SPECTRA demand index reports and select those markets/wholesalers to run SMART reports for account targeting. • Develop incentive programs targeting the accounts identified in the SPECTRA and SMART analysis.

  18. 3. Click Next Step 2. Click Add Selection 1. Click on Grocery Stores Using SPECTRA - Logging Into the website To begin the process of identifying the highest potential stores / markets for Corona Light sales, start by logging into Spectra. You will go through a series of steps within the website to create your “Demand Ranking by Store” report. Step 1.) Login to Spectra at: https://www.spectrainfinet.com/login/index.jsp Step 2.) Go to Report Name Section and click the arrow to the Right of Choose a Report Enter Login Information Here: Company: Cbrands CDM’s will have password information Choose “Demand Ranking by Stores” You will be working on this screen to enter all report information. To select an entry, follow the steps outlined below for each field.

  19. Demand Ranking Report Your selection will appear on the left Selections section. To make any future changes to the selection, click on it and the system will take you back to that step. Step 3.) In the next step, open the Nielsen TV Market folder by double clicking. Scroll through the list, find your market, click on it. Click Add selection at the top. In this example, San Francisco was selected Then Click Next Step

  20. Demand Ranking Report Step 4.)Make the following selection for the next steps: Group Store by:Grocery Account HQs Cluster Group:None Data Source: Open Syndicated Data Sources (by double clicking the folder) Open the Products Folder Select ACN Homescan Product Library Product(s): Open the Beer Folder, Light Beer (Low Calorie/Alcohol) Folder, Select Corona Light • Reference Type: Other Geography In this example, California was selected • Reference Area: Open States Folder, Select State where Market resides. • Report Columns: • # of Stores • Percent Demand • Demand Index • % Estimated Annual ACV • Mapping: No • Report Name: Corona Light Demand in San Francisco Change name according to Market name • Click • A Box Titled “Report Submitted” Pops Up Click on the Report Manager

  21. Demand Ranking Report - SPECTRA The Report Manager will house all the reports you create and develop in one location. Select your report and you can begin to analyze the list of stores and the demand index. The Report Manager will Show the Status of all Reports you have run. Click the “Refresh” button until Report Status changes to Complete. Click on the name of the report and click “open” on the next pop-up to open the report in Excel. The Title tab will give a recap of the selected dimensions. The Stores tab will list out all stores in the chosen market ranked on % Demand. The Account Overview provides a high level Demand for each Grocery Chain.

  22. Identifying Corona Light Opportunities with SPECTRA To begin the process of identifying Corona Light opportunities in your market, begin by reviewing your market’s SPECTRA Report. You want to identify cities that have accounts with a HIGH Demand Index. This verifies that people are buying Corona Light in that market. Identify which wholesaler sells within that territory, and look up possible opportunity Accounts in SMART. Corona Light Demand Index Report

  23. Identifying Corona Light Sales Opportunities in SMART • Log into SMART • In Cognos Upfront, open up the “Distribution Reports” Folder within your Divisions Folder • Double click on the “Corona Light Initiative Opportunity Report” on the right hand side. • Your report will open up and you can continue with the process of identifying accounts.

  24. Export to Excel Button Corona Light Initiative Opportunity Report • Filter on your desired wholesaler • This report will rank all On-Premise accounts by their CYTD Corona Extra volume. • It will also state their Corona Light CYTD volume and the ratio of Corona Light to Corona Extra. • All accounts that have under 8% CL volume to CX will be identified by YELLOW. • The Corona Light Opportunity is the number of cases which make up 8% of Corona Extra. • Export to excel and customize for your wholesaler. How to Filter on a Wholesaler 1. Open up the wholesale Folder by left clicking the + sign next to the folder. 2. Continue to open up folders until you are at wholesaler level. 3. Place your pointer on the wholesaler. 4. Right click to show option box. 5. Left click to select “Filter”.

  25. Customize Corona Light Opportunity Account List • Once you have exported the report to Excel, you can begin identifying Corona Light On-Premise opportunity accounts that are within markets that have a HIGH Demand Index. • What to look for in identifying a Corona Light opportunity account: • High Corona Extra volume • Below 8% Corona Light to Corona Extra ratio – Shaded in Yellow • Similar market (City) as identified by the SPECTRA Report

  26. On-Premise Trimester Programming Tri-mester On-Premise Programming

  27. On-Premise Programming • Focused efforts against the on-premise segment in order to build sampling and exposure for Corona light • Develop on-premise programming to create a more impactful and sustainable level of awareness and acceptance for Corona Light. • Put our energy behind brand building activities on an on going basis that puts Corona Light front and center with our targeted consumer • Attention will be given to the gatekeeper’s and we will interact, engage and train them, with the intent of creating Corona Light brand ambassador's

  28. Tri-mester Program Calendar Corona Light focused On-Premise programs will continue throughout the year to align with the fields trimester plans.

  29. Tri-mester Programming • Chill • 2007 1st Trimester execution • Targeted at more upscale accounts – Lounge feel • Happy Hour focus or specific day of the week • Custom Specific Merchandising and POS all with an upscale feel, • Targeted at specific markets and specific accounts

  30. On-Premise Sampling Tri-mester On-Premise Programming

  31. On-Premise Sampling • SUCCESSFUL ON-PREMISE SAMPLING • Wrap the sampling around a program • Promote the brands around a monthly Beer-of-the-Month or weekly special. • The sampling may have a 2-3 case pull-through the night of the sampling. A month long program may have 30-40 cases. • This is important to the secondary brands. • Brands are more likely to stay on the menu if the results are substantial. • Know what type of program is most effective for your account – will custom table tents work or maybe large banners or both – will Corona girls be effective – or Corona boys – or both? • Wholesaler involvement • Involve the wholesaler from the beginning. • Wholesaler needs to be vested in the program: dollars, promotional support, actual attendance at events. • Example of Hyatt: wooden table tents, custom inserts – which were approved by retailer before final print - , Corona girls, merchandising. • Accountability important for success. • Communication • Lay out expectations, planning, time frame of program(s), elements, support, cost breakout. • Communication of promotion should be applicable to a chain or a small regional group of restaurants/bars. • Communicate all details/brands to retailer throughout the process. • When retailer is involved in the process, they are more likely to be pleased with the results and recommit for another event. • Provide results recap to retailer following the program.

  32. Top 10 ObjectionsAnswers Appendix

  33. 10 Objections to Overcome on Sales Call • I had it in here before and it didn’t sell • Corona Light is now the #1 imported light beer in grocery store sales. • Corona Light is the #7 Imported beer in the US. • Corona Light has grown a CAGR of 18.7% over the last 9 years. • I already carry Corona and it’s a light style beer • Imported Light Beer segment is growing at 29.1% in the Grocery Channel. • I carry Heineken Light and Amstel Light, I don’t need a third import light • 7 out of 10 customers will trade down to a less profitable beer if Corona Light isn’t available. • I don’t get any calls for Corona Light • Corona Light represents 49% of Import Light segment sales. • Customers tend not to ask for products they don’t see on the back-bar. And, if Corona Light is not available, consumers will trade down to a less profitable beverage. • Import drinkers don’t like light beer • Imported Light beer segment will represent 14% of the Imported category and is growing at double digit rates. • Corona Light embodies the cache of Corona in a light beer.

  34. 10 Objections to Overcome on Sales Call • 6) Heineken Light is spending X on media in my market, I’ve never seen a Corona Light commercial. • Corona Light will benefit from a media spend of over +$20MM in 2007. • People who ask for Corona Light will drink Corona if I don’t have • Corona Light offers the largest trade-up opportunity for domestic low-cal consumer. • Corona Light is the fastest growing imported light beer brand and is delivering profits to all channels of distribution. • 8) I don’t have the space for another bottle beer • Imported light beer is projected to deliver in excess of $210 Million in Sales CY ’06. • 9) My customers won’t drink Corona Light • Imported Light beer segment is growing at +26.2% in the on-premise class of trade. • I didn’t know Corona made a light beer • Corona Light was introduced into US market in 1986 and was the first imported brand to sell 1million cases in its first year.

  35. Selling Solutions Appendix

  36. The Import Light Segment: Dollar Share of SegmentTotal US - Food, YTD Ending 7/16/06 A Great Opportunity in the Beer Category! Domestic Premium Regular (trend -0.1%) Import Light Segment (Share) Import Regular (trend +9.3%) Domestic Premium Light (trend -0.6%) Corona Light Amstel Light Heineken Prm. Light Labatt Blue Light Beck’s Light Import Light(trend +29.1%) Light Beer now represents 58% of Domestic Premium volume, while Import Light represents only 14% of Import volume. Source: IRI, Total US - Food, YTD wks ending 9/10/06

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