Transcript Title SLide - Crown Wholesaler Training

Corona Light
Discover the Opportunity
Corona Light Initiative
•
•
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•
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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
2
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.
3
Tri-mester On-Premise
Programming
Introduction
4
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.
Tri-mester
On-Premise
Programming
State
of the Industry
6
Top 5 Beer Brands
0.4
8.0
Dollar Sales % Chg YA
6.0
Dollar Share Chg YA
0.2
4.0
0.0
2.0
-0.2
0.0
-2.0
-0.4
-4.0
-0.6
-6.0
-0.8
-8.0
-10.0
-1.0
BUD LIGHT
Rank
BUDWEISER
2
1
MILLER LITE
3
COORS LIGHT
4
CORONA EXTRA
5
Corona Extra Showing the Strongest Trend and Share
Change of All Top 5 Beer Brands.
7
Source: IRI, YTD 9/10/06, Total US – Food, Ranked on Dollar Volume
Dollar Share Chg YA
Dollar Sales % Chg YA
10.0
Segment Performance
CATEGORY - BEER
DOMESTIC
IMPORT
IMPORT LIGHT
Dollar Sales
5,471,960,576
4,017,661,000
1,139,863,168
163,765,900
Dollar Sales Dollar Sales
Chg YA
% Chg YA
117,146,624
2.2
-15,320,576
-0.4
119,886,656
11.8
36,918,496
29.1
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.
8
Source: IRI, YTD 9/10/06, Total US – Food
Top 5 Import Light Beers
90,000,000
+11.4%
80,000,000
70,000,000
Dollar Sales
60,000,000
50,000,000
40,000,000
New
-3.5%
30,000,000
+0.6
20,000,000
New
10,000,000
0
CORONA LIGHT
$ Share
(Total Beer)
1.5
AMSTEL LIGHT
HEINEKEN LIGHT
0.5
0.5
LABATT BLUE LIGHT
0.3
BECKS PREMIER
LIGHT
0.1
New Brands are rapidly being Introduced to the Import Light
Category. Corona Light remains the Strong Leader.
9
Source: IRI, YTD 9/10/06, Total US – Food, Ranked on Dollar Volume
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11
12
13
14
15
SWOT Analysis
& Consumer
The Corona Light
Key Initiatives
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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 / Escape
Creative 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.
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Corona Light Consumer
18
Consumer Target
&
Objectives
Top 10 On-Premise Objections
19
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
20
Segmentation and Targeting
SPECTRA and SMART
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.
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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.
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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 2.) Go to Report Name Section and click the arrow to
Step 1.) Login to Spectra at:
https://www.spectrainfinet.com/login/index.jsp
the Right of Choose a Report
Enter Login Information Here:
Company: Cbrands
CDM’s will have password information
Choose “Demand
Ranking by Stores”
3.
You will be working on this screen to enter
all report information. To select an entry,
follow the steps outlined below for each
field.
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2.
Click Add
Selection
1.
Click on
Grocery
Stores
Click
Next
Step
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
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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
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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.
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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
Corona Light (Beer : Lt Beer) Pints *
TDLinx
1829489
0801251
1685310
1787590
0432754
0380198
0124184
0122922
0912364
0124369
0746838
1768114
1418174
0527410
0122924
0142943
0403407
1478172
Store Name
SAFEWAY STORE
2621
ALBERTSONS STORE
7012
RALEYS SUPERMARKET
336
WINCO FOODS
52
SAFEWAY STORE
1211
SAFEWAY STORE
1505
ROCCAS MARKET
ALBERTSONS STORE
7056
NOB HILL FOODS
2
PW MARKETS
7
GROCERY OUTLET
78
PW MARKETS
13
EL CHARRITO MARKET
ARTEAGAS SUPER SAVE FOOD CENTER
ALBERTSONS STORE
7014
ALBERTSONS STORE
7020
RALEYS SUPERMARKET
316
ALBERTSONS STORE
7005
Store Address
3110 Balfour Rd: Brentwood CA: 94513
4500 Lonetree Way: Antioch CA: 94509
2400 Sandcreek Rd: Brentwood CA: 94513
6700 Lone Tree Way: Brentwood CA: 94513
3496 Camino Tassajar: Danville CA: 94506
905 1st St: Gilroy CA: 95020
13335 Monterey Hwy: San Martin CA: 95046
460 Diablo Rd: Danville CA: 94526
777 1st St: Gilroy CA: 95020
6938 Almaden Expy: San Jose CA: 95120
727 W 1st St: Gilroy CA: 95020
1600 N Vasco Rd: Livermore CA: 94550
7638 Monterey St: Gilroy CA: 95020
211 1st St: Gilroy CA: 95020
660 San Ramon Valley Blvd: Danville CA: 94526
3181 Crow Canyon Pl: San Ramon CA: 94583
5420 Sunol Blvd Ste 1: Pleasanton CA: 94566
5190 Clayton Rd: Concord CA: 94521
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%
Demand
Est. Annual ACV
Demand
Index
0.08%
$28,461,250
162
0.06%
$19,416,373
160
0.06%
$20,647,097
158
0.10%
$37,456,858
152
0.14%
$51,868,702
151
0.08%
$30,958,238
148
0.00%
$1,190,559
148
0.02%
$9,079,584
147
0.07%
$25,800,236
147
0.02%
$9,081,839
146
0.01%
$3,613,335
146
0.02%
$6,450,618
145
0.00%
$1,032,034
145
0.02%
$7,740,867
144
0.02%
$9,074,185
143
0.04%
$15,536,066
141
0.07%
$29,742,541
133
0.05%
$20,688,584
126
Identifying Corona Light Sales Opportunities in SMART
1)
2)
3)
4)
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.
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Corona Light Initiative Opportunity Report
1)
2)
3)
4)
5)
6)
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”.
Export to Excel Button
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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
Corona Light On-Premise Opportunity Accounts
Markstein Bev. - Pittsburgh
Corona
CL
Extra
Opportuni ty
Account
El Rodeo 3315 Willow Pass Rd Pittsburg
Las Montanas Restaurant 1839 Willow Pass Rd Concord
El Rancho Restaurant 1450 Monum ent Blvd Ste A Concord
Aracelys Restaurant 1903 D St Antioch
Aram ark Chronicle Pavillion 2000 Kirker Pass Rd Concord
Ovations Alam eda County Fair 4501 Pleasanton Ave Pleasanton
La Huasteca Restaurant 3821 Railroad Ave Pittsburg
La Pinata 2301 Willow Pass Rd Concord
Crogans Bar & Grill 1387 Locust St Walnut Creek
Agave Rest 1985 Willow Pass Rd Concord
The Bank Club 2344 Willow Pass Rd Pittsburg
Grover Bar 2445 Willow Pass Rd Pittsburg
La Finca Restaurant 706 Port Chicago Hw y Pittsburg
Shboom 4825 Hopyard Rd Pleasanton
Masses Billiards Sports Bar 2721 N Main St Walnut Creek
Rancho Grande Sport Bar 1970 Concord Ave Concord
Genos Deli & Grill 1000 N Vasco Rd Liverm ore
Calif Grand Casino 5867 Pacheco Blvd Martinez
Tailgaters 8065 Brentw ood Blvd Ste 6 Brentw ood
Farringtons Waterhole 1938 Contra Costa Blvd Pleasant Hill
Vinnies Bar & Grill 2045 Mt Diablo St Concord
Tim e Out 1822 Grant St Concord
Pee Wee Muldoons 8900 Brentw ood Blvd C Brentw ood
Sunshine Saloon 1807 Santa Rita Rd Ste K Pleasanton
31
1,353
1,048
989
977
898
851
841
829
772
760
721
686
686
635
563
542
521
509
489
452
449
415
410
344
108
84
79
78
72
68
67
66
62
61
58
55
55
51
45
43
42
41
39
36
36
33
33
28
Corona CL Rati o
Light
to CX
0
19
0
0
50
0
0
32
0
6
0
0
1
40
30
0
26
0
6
11
1
1
13
5
0.0%
1.8%
0.0%
0.0%
5.6%
0.0%
0.0%
3.9%
0.0%
0.8%
0.0%
0.0%
0.1%
6.3%
5.3%
0.0%
5.0%
0.0%
1.2%
2.4%
0.2%
0.2%
3.2%
1.5%
Tri-mester
On-Premise
Programming
On-Premise
Trimester Programming
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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
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Tri-mester Program Calendar
2007
1st Trimester
3rd Trimester
2nd Trimester
Own The Patio
Corona "LimeLight"
Corona Light Foosball tournament
Corona Light focused On-Premise programs will continue
throughout the year to align with the fields trimester plans.
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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
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Tri-mester
On-Premise
Programming
On-Premise
Sampling
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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.
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Top
10 Objections
Appendix
Answers
38
10 Objections to Overcome on Sales Call
1) 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.
2) I already carry Corona and it’s a light style beer
•
Imported Light Beer segment is growing at 29.1% in the Grocery Channel.
3) 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.
4) 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.
5) 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.
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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.
7) 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.
10) 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.
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Appendix
Selling
Solutions
41
The Import Light Segment:
A Great Opportunity in the
Beer Category!
Dollar Share of Segment
Total US - Food, YTD Ending 7/16/06
Domestic
Premium
Regular
(trend -0.1%)
Import Light
Segment
(Share)
4%
9%
Import Regular
(trend +9.3%)
17%
86%
42%
18%
14%
58%
49%
Domestic
Premium Light
(trend -0.6%)
Import Light
(trend +29.1%)
Corona Light
Amstel Light
Heineken Prm. Light
Labatt Blue Light
Beck’s Light
Light Beer now represents 58% of Domestic
Premium volume, while Import Light represents
42
only 14% of Import volume.
Source: IRI, Total US - Food, YTD wks ending 9/10/06