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The Route to World Flavors

Corporate Presentation - Truebell Marketing
by

Vipin Vinayan

on 3 September 2015

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Transcript of The Route to World Flavors

STRUCTURE
DISTRIBUTION
ACTIVITIES
PRODUCTS
OUR
RETAIL
DEPARTMENT

Retail
Department
QUALITATIVE TEAM
CATEGORY MANAGER
In charge of brands from the Launch
Develop & implement S & M plan
in conjunction with the RA & MM
in line with the Brand objectives
Responsible for:
Product Listings /Range Extensions
Pricing Decisions
Competition Analysis
Planogram Implementation
Reviews with Category Buyers
Retail Promo Calendar bookings
Update Principals on the market

Handles the 3P’s in the Marketing Mix:

Price, Product & Place
MARKETING MANAGER
Qualitative
Build / Enhance Brand equity
Build Brand Recall
Enhance Brand Visibility
Create a positive hype around the brand
Quantitative
Design & Implement ;
Promo Campaigns
In store Activities
Launch Campaigns
Planograms
Value Packs , POS materials
Organize Road shows, Events, Gulf food
Merchandiser training
Marketing Activity Feedbacks
In short fully responsible for the 4th P of the Marketing Mix -
Promotion
CUSTOMER SERVICE REPS
RETAIL ANALYST
Tracks sales trend for brands / sku’s
Tracks Listings / availabilities
Back end support to Category managers
Maintains Distribution / Availability matrix
Tracks down the distribution gaps in the market
Provides input to Marketing team on sku’s / stores to be focused, timing for the event etc…
Provides all kinds of reports to principals on a monthly basis
Provides valuable inputs to Category / Marketing managers on all the 4 P’s of Marketing mix
Apart from regular secretarial jobs,
also responsible for:
Product arrival info
Pack changes info
Stock Availability reports
Listing formats
Updated price lists
Basic Sales Reports
QUANTITATIVE TEAM
THE
ROUTE
TO WORLD FLAVORS
THE
ROUTE
TO WORLD FLAVORS

CHANNEL
AND
OUTLET
CLASSIFICATION
PLANNED
SHOPPING
ADHOC
/ CONVENIENCE
OPPORTUNITY
SALES
PLANNED
SHOPPING

CHANNEL
AND
OUTLET
CLASSIFICATION
QUALITATIVE
TEAM
OUR
RETAIL
DEPARTMENT

ADHOC
/ CONVENIENCE
OPPORTUNITY
SALES
STRUCTURE
DISTRIBUTION
PRODUCTS
ACTIVITIES
PHASE 2 : Sultanate of Oman
Population: approx. 5.3 million

Age structure:
0-14 years: 20.4%
15-64 years: 78.7%
65 years and over: 0.9%

Population growth rate: 3.06% (2012 est.)
PHASE 3 : Kuwait
Population: approx. 2.65 million

Age structure:
0-14 years: 25.8%
15-64 years: 72.2%
65 years and over: 2%

Population growth rate: 1.88% (2012 est.)
QUALITATIVE
QUANTITATIVE
Retail
Manager
Retail
Department
Retail Analyst
Customer
Service Reps
Category
Manager
Marketing
Manager
Sales
Executive
Key Account
Mgr
Merchandiser
Responsible across categories for key accounts
Works in conjunction with CM’s & MM
Set objectives for SE’s & Merch’s
Monitor performance of SE & Merch’s
Outlet wise Listings & Activations
Review with the Store Managers & Buyers
Store & Range Listing Extensions
Implement Marketing Campaigns
KEY ACCOUNT MANAGER (KAM)
QUANTITATIVE
TEAM
SALES EXECUTIVE (SE)
Plays a crucial role on the shop floor
Key objective :

Eye level is Buy Level’
Secure the
Hot Spots
within the categories
Implement Planograms as set by CM’s
Streamline operations within the key accounts:
RM with Store Managers / Dept. Heads
Sorting out scanning, receiving issues
Reactivation of codes
Merchandiser Scheduling

MERCHANDISER (ME)
Helps buyer finalize the buying.
Key objective :
More Space – Higher Sales
Enhance visibility – Enhance Facings
Maintain sufficient Stocks on Shelves as:
Trained to follow the 4 basic rules for merchandising “VISA”
SPECIALTY
STORES
SPECIALTY
STORES
SALES CONTRIBUTION
SALES
CONTRIBUTION
85%
5%
10%
Launch Plan

Emirates Culinary Guild member

Radio
Television
Broadcast
Media
Gondola
Pallet
Podium
Deli counter
G1 & G2
STORE DISPLAYS
STORE
DISPLAYS
INTEGRATED
BRAND BUILDING ACTIVITIES
THROUGH

INTEGRATED

BRAND BUILDING
ACTIVITIES
THROUGH


Newspapers
Magazines
Recipe Books
Flyers & Leaflets
Print
Media
Billboards
Vehicle branding
Event-specific outdoor branding
Outdoor
Media
VALUE PACKS
VALUE PACKS
National Promo
Bi-weekly promos
Carrefour My Club Points
Market Day flyer
FLYERS & LEAFLETS
FLYERS
& LEAFLETS
Good Food
Spinneys Food Mag
Abela Delicatesse
Special Edition Mag
Inserts
Cooking Guide
CALENDARS & MAGAZINE ADS
CHEESE AND WINE EVENTS
CALENDARS
& MAGAZINE ADS
Buy 1 Free 1
Co-branding
Gift Box
Live cooking demo
Direct feedback from existing & potential customer
CHEESE AND WINE
EVENTS
SPORTS EVENTS
SPORTS
EVENTS
SCHOOLS CAMPAIGN
SCHOOLS
CAMPAIGN
GULFOOD SHOW
GULFOOD
SHOW
THE
ROUTE
TO WORLD FLAVORS
Launch
&
Transition

Range & Pricing
Launch Plan
Transition &
Implementation

Post Launch
Launch

&
Transition

Range
& Pricing

Launch
Plan

Transition &
Implementation

Post
Launch

Range and pricing finalization

Shortlist the range
Identify existing lines in the market
Finalize products for Phase 1
Detailed pricing ladder for each SKU

Outlet Coverage
Identify target outlets
Gap audits for the brand
Set clear timelines for listing
Phase 1
Phase 2
Phase 3

Budgets
Code Swaps
Listing Fees
Launch activities
Gondola
Sampling
Promo offers
Etc…
Official announcement to the trade about the new partnership
Commence negotiation on listing fees and code swaps
Sign visibility agreements
Submission of promo plans
The imports team will forecast covering 6 months, once sales trends are established.
The marketing team will be providing you with the promo calendar for the year
The category managers will look into the possibility of :
New launches, if any
Products not considered for Phase 1
Limited Edition Packs
Seasonal products
Sampling stand with graphics
Promoter

IN-STORE SAMPLING
IN-STORE
SAMPLING
Working with a Distributor VS. Working with a Consolidator
Working with a
Distributor
VS. Working with a Consolidator

DISTRIBUTOR
CONSOLIDATOR
DISTRIBUTOR
CONSOLIDATOR
Working with a
Distributor
VS. Working with a Consolidator

OUR
MARKET STANDING
&
ACHIEVEMENTS

Carrefour : 4,160 Facings*
(Translated to 249 Meters
of Shelf Space or 38
gondola heads)
Leading Player in
Bakery
Leading player in
ANTIPASTI Counters
Leading supplier of
European Deli CHEESE.

English French
Swiss Italian Irish
Amongst the
TOP 3 supplier of Ultra fresh import category with products of shelf life as low as 7 days

Leading Supplier to top Retail Stores
Active Participation in Retail Label Development
Our Brands are Category LEADERS
EMIRATES CULINARY GUILD MEMBER
The fact that this was the first time in their history that Gulfood has recognized a company for its long term contribution, makes this award even more special.

On 19th Feb. 2012, Gulfood conferred Truebell
with their  prestigious award for
“Outstanding Achievement”
recognizing our contribution to the
Food industry over the years.
BEST
Stock Sells Stocks
V
VISIBLE

I
IMPACTFUL
S
STABLE
A
ACCESIBLE
The
MIDDLE
EAST
The GCC

U. A. E.
Oman
Qatar
Kuwait
Bahrain
Saudi Arabia
The
GCC
FORTE
'S
3
IMPLEMENTATION
PHASES
U. A. E.
PHASE 1 : United Arab Emirates
Population: approx. 9 million

Age structure:
0-14 years: 20.7%
15-24 years: 13.7%
25-54 years: 61.5%
55-64 years: 3.1%
65 years and over: 1% (2014 est.)

Population growth rate: 3.06% (2014 est.)
Ethnic groups:
Emirati 19%
other Arab and Iranian 23%
South Asian 50%
Westerners and East Asians 8%

GDP (purchasing power parity):
US$269.8 billion (2013 est.)
Oman
Ethnic groups:
Arab, Baluchi, South Asian (Indian, Pakistani, Sri Lankan, Bangladeshi), African

GDP (purchasing power parity):
US$94.86 billion (2013 est.)
PHASE 1 : Sultanate of Oman
Population: approx. 3.21 million (est 2014)

Age structure:
0-14 years: 30.4%
15-24 years: 19.9%
25-54 years: 42.6%
55-64 years: 3.9%
65 years and over: 3.3% (2014 est.)

Population growth rate: 2.06% (2012 est.)
Qatar
PHASE 2 : Qatar
Population: approx. 2.12 million

Age structure:
0-14 years: 12.5%
15-24 years: 13.4%
25-54 years: 69.9%
55-64 years: 3.4%
65 years and over: 0.9% (2014 est.)

Population growth rate: 3.58% (2014 est.)
Ethnic groups:
Arab 40%,
Indian 18%,
Pakistani 18%,
Iranian 10%,
Other 14%

GDP (purchasing power parity):
US$198.7 billion (2014 est.)
Kuwait
Bahrain
Saudi Arabia
Ethnic groups:
Kuwaiti 45%,
other Arab 35%,
South Asian 9%,
Iranian 4%,
Other 7%

GDP (purchasing power parity):
US$155.5 billion (2011 est.)
PHASE 2 : KUWAIT
Population: approx. 2.74 million (est. 2014)

Age structure:
0-14 years: 25.4%
15-24 years: 15.3%
25-54 years: 52.3%
55-64 years: 4.7%
65 years and over: 2.2%

Population growth rate: 1.7% (2012 est.)
Ethnic groups:
Bahraini 46%,
Non-Bahraini 54%

GDP (purchasing power parity):
US$31.5 billion (2011 est.)

PHASE 3 : BAHRAIN
Population: approx. 1.25 million

Age structure:
0-14 years: 19.7%
15-24 years: 15.9%
25-54 years: 56.2%
55-64 years: 5.5%
65 years and over: 2.7%

Population growth rate: 2.49% (2012 est.)
Ethnic groups:
Saudi 90%,
Non-Saudi 10%

GDP (purchasing power parity):
US$927.8 billion (2013 est.)
PHASE 3 : Kingdom of Saudi Arabia
Population: approx. 27.34 million

Age structure:
0-14 years: 27.6%
15-24 years: 19.3%
25-54 years: 45.4%
55-64 years: 4.5%
65 years and over: 3.2%

Population growth rate: 1.4% (2014 est.)
*As per Internal Survey Dec' 2013
COUNTRY THEME FEST
COUNTRY
THEME
FEST
LARGEST Supplier of Japanese Ethnic Products
Largest
Retail Supplier of
UK Grocery
Full transcript