Mar Brand Day Final NXPowerLite

8/3/2019 Mar Brand Day Final NXPowerLite

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Brand day30th March 10


2/63

Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


3/63

Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

Apr09 May09 Jun 0 9 Jul09 Aug09 Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 23 Mar

Sls Tkt-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

Apr09 May 0 9 Jun 0 9 J ul09 Aug09 Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 23 Mar

Sls Tkt

Business update

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

Apr09 May09 Jun 0 9 Jul 09 Aug09 Sep 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 23 Mar

Sls Tkts

5% tkt growth (6971 tkt) inMar10

13,166 anniv BOGO cappuccinoredemptions

All India

EB Creme

Same store data for 108 stores open from Apr09 to Mar10


5/63

Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


6/63

74.4

75.1

71

70

72

74.6

67.0

68.0

69.0

70.0

71.0

72.0

73.0

74.0

75.0

76.0

Dec 09 Jan 10 Feb 10

Choc beverage AUR

Regular beverageAUR

10%

12%

9%9.9%

11.1%

9.1%

5%

6%

7%

8%

9%

10%

11%

12%

13%

Dec 09 Jan 10 Feb 10

Rev % Vol%

Chocolicious drove additional revenue

Chocolicious All India performance

Rs.48.8 L Rs 60 L Rs 49 L Revenue from Chocolicious NEW product sales

Each unit of Chocoliciousearned Rs 4 more than aregular beverage

Chocolicious AUR


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Chocolicious city wise performance

Choc New Pdt Vol% Dec 09 Jan 10 Feb 10

North Other 15% 19% 14%

Kol 13% 14% 11%

Chen 11% 11% 11%

Blr 11% 11% 9%West Other 10.1% 10% 10%

All India 9.9% 11.1% 9.1%

Pune 9.7% 10% 9%

DelNCR 8.7% 10% 8%

Hyd 8% 10% 10%

South Other 8% 9% 7%

Mum 7% 7% 7%

Regions with high Choclicoius sales

Growth in Chocolicoius sales willfurther drive top line

Chcolicious Learning


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68,810

107,133

0

20000

40000

60000

80000

100000

120000

Jan 10 Feb 10

Celebration Cakes

Addl. Revenue from Celebration Cakes

156

units

244units

Launched in 19 stores

Higher sales in stores located in business dist. vs residential

Top stores earning upto Rs 34,000 a month

Proactive ordering by store contributing to sales

Menu mix

Double Delight ,

30%

Truly Truffle

Cake , 22%

Choco Caramel

Duet , 20%

EspressoGateaux , 12%

CoffeeAlmond ,

7%

Black Forest ,

6%

Bluberry/

Pineapple, 5%

WAY FWD

Needs expansion in select stores, visi coolers etc display/storage to be provided

Timelines to be worked out post alignment


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Sales build up: New initiatives drive growth

DEC JAN FEB

2008- 9

Rs 1555 L

41L 3%

1018

65%

496

32%

Beverage Chocolicious Food Merch Combo DEC JAN FEB

2009-10

952

538

141

92

55%

8%

31%

5%

2%

Rs 1730 L

29


10/63

Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


11/63

58,857

75,653

86,557

59,596

41,368

60,705

51,829

41,685

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

Nov09 Dec 09 Jan 10 Feb 10

Ttl alcohol sls (Rs)

Alc additional (Rs)

Hot Coffee, 30%

Cold Coffee, 29%

Dessert, 10%

Beer, 23%

Wine, 9%

Alcohol drives incremental business

Current volume mix of Alcholic beverages

Top Skus Val% Vol%

1. Long Island Caf 13% 10%

2. Golden Irish 11% 10%

2.Fosters Beer 8% 13%

Additional Rs 50,000 rev fromselling alcoholic bev

Skewed towards coffee based

May change with category promo

Defcol alcoholic bev sales


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LEARNING & WAY FORWARD

Product

-Reformulation ofbeverages with easily available ingredients

-Maintaining high stocks ofkey ingredients eg.Baileys

-Explore non coffee alcohol options within existing / related categories

Communication

- Clear communication out side stores announcing alcohol

- Activities to increase sampling eg.Wine Tasting

- Bundling with meal options

- Greater sales push ops training, host, incentivisation

Back end

Explore addition ofspecialised bar staff

Explore creation ofdesignated back area

Way forward


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LEARNING & WAY FORWARD

Products finalized by Apr20

Photo shoot Apr 30

Collats May 10

Training May 10

Launch May 15

Launch Timelines

License Apr10-12

Equip & serve ware Apr5

Collats Apr5

Training Apr7

Launch Apr15

Khan Market

Line expansion


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


15/63

Summer launch

New Tropical flavours: Crme Brulee, Pecan Nut, Irish`

Pomegranate, Litchi, Guava, Blackcurrant, Orange


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Summer launch

Hot Coffees

Cold Coffees


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Summer launch

Ice Teas

Smoothies & Shakes


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Summer launch

Mojitos

Sundaes


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Summer launch

Typhoo fruit infusions

Partnership includes

- Free products

- Free retail packs

- Marketing support fee


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Success Criteria for launch

Incremental Txns:

5% over base (without seasonality)

APC growth:

Rs.5/- (4.56% over the price increaseAPC ofRs.109/-)

Target Mix:

- 17% ofTotal Beverage sales


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Tropical Delight Communication

Glass FaadeDanglersStandeesBrew Master Button BuddiesMenus

Launch Collats

Collats will reach Stores by 13th

Apr2010


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Tropical Delight Menu InitiativeMenu Inserts

Menu Inserts to promote Food, Breakfast & Combos


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Crme Menu format

Premium Wooden Menu with flexibility of changing pages.


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Tropical Delight Communication

Launch Update

INSTORE DTCOLLATS

Door faade 12 -15 Apr

Standee banner 13 Apr

Button buddy 13 Apr

Dangler 13 Apr

MENUS

Table meus 13 Apr

Inserts 13 Apr

RAW MATERIAL FOR SALES 12- 15 Apr

TRAINING SUPPORT 1 -5

AprRaw material 1 - 5 Apr

Manual & Reckoner 13 Apr


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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A

pr May Jun

Initiative

ATL

Activity calendar

Launch: Apr 15th Launch: May 15th

BTL


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Media plan Radio

Channels

Radio Mirchi - Mumbai , Pune, Nasik, Ahmedabad, Baroda, Indore, Goa, Bangalore,

Chennai, Hyderabad, Delhi NCR, Kolkatta

Radio One - Chandigarh , Shimla, Mohali, Amritsar, Ludhiana, Jallandhar, Jammu

SFM - Lucknow, Kanpur

Contest

Question on Tropical Delights and chance to win free vouchers

2Beverages from Tropical Delight & a Free Chocolate Excess.

Duration

15th April to 14th May 2010

10 mentions per day & RJ Visits to the stores


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Partners

Mid Day - Mumbai, Delhi NCR, Kolkatta, Bangalore

DNA Bangalore,

Contest

Contest with questions on Tropical Delights

100free Coffee Vouchers every week.

Vouchers to include 2Beverages from Tropical Delight range and a Free Chocolate

Excess.

Duration

15thApril to 14th May2010

Media plan Print

60 CC ads every week in above papers


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Inox/ BIG Cinemas/ Cinemax

Cinema slides promoting Tropical Delight range on exchange ofMovie

Ticket with a BOGO Voucher

BOGO Coupons to be distributed along with tickets in select multiplexes.

Shoppers Stop/Pantaloons/ Levis

Contest with questions on Tropical Delights

BOGO with every voucher.

Alliances

RETAIL

Multiplex


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Scratch card promotion

Offer: On a bill ofRs.200 or more get a scratch card with an assured gift.

Duration : 15th to 30th April

Cities: Delhi NCR, Mumbai, Bangalore, Kolkatta, Pune, Hyderabad

Partners: Pepsi , Airtel DTH, Sahara Paradiso (Under discussions)

Gifts

Pepsi: Pen Drives, Glasses & WOW T Shirts,

Airtel DTH : 15% ofRs.500 Offvouchers & Free DTHConnections

Assured Gift: BOGO vouchers on Cappuccino

One l ucky winner: Foreign Holiday


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Scratch card promotioncontd

Prize Qty Per unit Total value

DTH discount vouchers 10,000 500 5,000,000

DTH connection 10 1,800 18,000

Pen Drives 1,000 250 250,000

Glasses 500 150 75,000

T Shirts 300 300 90,000

Holiday 1 100,000 100,000

BOGO vouchers 58,189

Total 70,000 5,533,000

Promote thru:

- Counter tops in store

- Facebook, Website, SMSes & Mailers


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Time lines

Topic Date Responsibility

Approval forgo ahead Today All

Collaterals to be printed April 5th Mktg/ SCM

Collaterals to reach stores Apr10th Mktg

Promotion starts Apr15

th

Mktg/ Ops

Ensure smooth execution Ops/ Mktg


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Cost implication

Elements Cost

Radio 10K

Fliers 100K

Digital

SMS 11K

Mailers 20K

FB/ Website 55K

Scratch card 50K

POS Posters 10K

Total 2.58L


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Barista Lavazza WORD CONNECTChampionship

Objective

- Annual property to engage with the consumers

- Drive footfalls to the stores

Cities

Delhi NCR, Kolkatta, Bangalore, Chennai, Pune, Mumbai,

Prizes

Winner: International Holiday - 1

Semi finalists: ITC resort stay (2 N 3D) - 4

Quarter Finalists:Airtel DTHConnections - 8

Participants: Barista Gift Vouchers 120

Partners

Confirmed: ITC,Airtel DTH,

Probable: Cox & Kings, Planet M, Jet, Kingfisher, Crossword & Mattel


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Time lines

Task Date Responsibility

Approval forgo ahead Today All

Partners to be finalized Apr10 Mktg

Artworks to be finalized Apr17th Mktg

Material to reach stores Apr25th Mktg/ SCM

Communication starts May 1 Mktg/ Ops

Entries forCompetition begin May 5 Mktg/ Ops

Entries close May 14

Competition starts May 15 June 6 Mktg/ Ops

Finals June 12


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Budgets

Collaterals

Poster/DoorHanging - 17K

Tent Cards - 9K

Fliers - 40K

SMS @ 40000 nos. - 3 K

E Mailers @ 20000 nos. - 4K

PR - 10K

Championship Costs

Gifts and Refreshments 30K

Travel o ffinalists - 40K (To be covered thru Sponsorship)

Grand Total 1.53 L


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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Massive Action plan

Project sponsor: Sanjay

Members: Vishal, Ronny, Shalabh & Mktg Team

Regional Teams:

North : Arnab (Champion), Saurabh & Jagpreet

South: Blisson (Champion), Aman & Rupal

West: Vivek (Champion), Malabika & Ashish


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Store Initiative Elements Txns Target

Defence Colony

PromoteAlcohol

Flex Up Banner, Crew incetivecompetition, BOGO on next Coffee

Purchase

12.5% Over basePromote desserts

Evening Standee outside, Leafletpromotion thru NPI in trade area

CP Stores(3 stores)

Corporate Tie ups

10%Discount for all Employees in RTZ,Standee outside the store,A3 Size

posters for pantries

10% over basePromote Cakes & other

menu itemsSpecial Wednesday offer sent out to

admin to be circulated to the staff

Rajouri Garden

Tie up Colleges in Trade

area10% discount to college students,A3

Size posters @ notice boards

33% over baseTie up Vishal Cinema & Gold

Gym10% discount for members ofGym &

Movie ticket holders

Global Business

Park Initiate Delivery

A4 size leaflets with delivery menu

10% over baseHire a resource forDelivery

Gurgaon Central Plan a store visit & work out an action plan

Murthal Highway

24Hr service already initiatedSpecial Deals to be worked out with

Telecom operators similar discounts

may have to extended to employees ofthe company

12%growth Over base

Tie up with Mobile operators for

Special deals at the time ofcirclechange

North


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ThakurVillage

Tie up with ThakurCinemas10%Discount with Movie ticket holders, Leafletsoutside the ticket counter

25% over baseTie up with College campusesA3 Size posters in college notice boards,

Standee outside the store

CuisineTie with Shoppers Stop

Discount @ Min Bill value - to be promoted at

cash counter ofshoppers stop & Counter top @our store 12.5% over base

Tie with Colleges in Vicinity10% discount to college students, A3 Size

posters @ notice boards

JuhuTie with Shoppers Stop

Discount @ Min Bill value - to be promoted at

cash counter ofshoppers stop & Counter top

20 over baseTargeted mktg campaign to storedatabase

SMS campaigns to store database only with call

to action offers

Ahmedabad

(3 stores)

Happy hours extension 7.00 pm onwards

10% over base

Tie up with IMA10% discount to students, A3 size posters @

notice boards

Birthday Party package Standee outside stores & SMS campaigns

FC Road

(Pune)

Cross promotional Tie up withRetailers Promotion thru POS counter leaflets

15% over baseTie up with Gym in Vicinity 250 privilege cards to Gym members

SayajigunjTie up with College campuses

10% discount to college students, A3 Size

posters @ notice boards

15% over baseEvaluate hoarding near railway

stationHoarding with a special deal to promote thestore

West


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South


Barton

Center

Kitty party package

Devise kitty party package @ per head

costing, support thru standee outside store &leaflets

15% over base

Database mktgBlisson to collect store level database for

targeted DBM program

Wine introductionorganize tasting session every Friday to build

the concept

Lavelle

Road

Weekend brunch option

Per head price menu to be promoted thru

Emailers to external database & corporates inthe area

50% over base

Kitty party package

Devise kitty party package @ per head

costing, support thru standee outside store &leaflets

Wine introduction @ storeorganize tasting session every Friday to build

the concept

Pending stores to be discussed with Blisson

Tumkur, Kora 2, RK Salai, T Nagar, Banjara Hills, Temple

Road, Cherrin Rd, & Club Rd,


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Next steps

Topic Timeline Responsibility

Alignment on the plan Today All

Complete ground level work Apr7th

Mktg/ Ops

Material to reach stores Apr10th Mktg/ SCM

Execution starts Apr12th Mktg/ Ops

Squad review (performance) Every Monday Team members

Achieve target results May 30th


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Budgets

North Rs.57K

West Rs.123K

South Rs.25K(For2Stores only)


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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New Store Opening Plan

New Stores

TierBCityTierACity Highway Stores


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Tier A City

MallHigh Street Corporate Stores

Store Opening Standee(5 Nos) to be

placed in nearby storesStore OpeningFliers(10K) with offer

to be NPI

Alliances to be done with non

competing brands in RTZ


placed in nearby stores

Store OpeningFliers(10K) with offer to

be NPI



Standees to be placed in mall corridors


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Tier B City

MallHigh Street Corporate Stores


placed in nearby storesStore OpeningFliers(10K) with offer

to be Newspaper Leafleted



Directional Signage

Radio Plan to be evaluated

PR Plan to be evaluated


placed in nearby storesStore OpeningFliers(10K) with offer to

be Newspaper Leafleted



Standees to be placed in mall corridors

Directional Signage

Radio Plan to be evaluated

PR Plan to be evaluated


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Highway Stores

Directional Signages

Toll Plazas flier distribution

Evaluate Tie Up with Petrol Pumps

Tie up with Mobile Operators for SMS offers on circle change

Standee and Posters ofNew stores at our stores


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High Street Malls Highway

Elements Tier A Tier B Tier A Tier B

Standee 7.5 7.5 7.5 7.5 7.5

Fliers 6 6 6 6 6

Alliances Kit 32.5 32.5 32.5 32.5

Mall Kit 7.5 7.5

Directional Signage 20 20 20

Radio Plan (15 Days) 30 30

PR Plan 10 10 10 10

Toll Plaza Tie Up 12Mobile Operator Tie up -

Notional Cost 8

Total 56 106 53.5 113.5 63.5

All figures in thousands

Budgets


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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Convenience Product 73% 41%

Food Merchandise 13% 20%

Retail Pack 2% 7%

Privilege Card1% 1%

Seasonal Launch 2% 5%

Staple 9% 26%

Total Vol from Oct 09till Feb 10

Total Rev fromOct 09 till Feb 10Categories

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

APR M AY JUNE JULY AUG SEP OCT NOV DEC JAN FEB MAR

Sales Contribution

Contribution has grown from 3% to 5% of total sales

Convenience Product 252,761 93,02,937.83

Food Merchandise 45,450 45,36,763.4

Retail Pack 6711 1579697.07

Privilege Card 3732 3,30,299.86

Seasonal Launch 8108 12,50,550.42

Staple 30,101 5,907,162.28

Grand Total 346863 2,29,07410.86

Categories

Total Units from

Oct 09 till Feb 10 Total Rev from Oct 09 till Feb 10


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Items launched in the last 6 months

Month of Launch Categories Item Desc

Convenience Product Pepsi Regular & Diet

Food Merchandise Cashew & fig cookie tin

Seasonal Launch Premium Box forDiwali Hampers

Staple Barista Lavazza Jute Bag

Barista Lavazza Signature Mug

Designer candles

DesignerJar

Insulated travel mugMagic Mugs

Premium insulated sipper

Premium insulated sleek sipper

Trendy Sport Sippers

Food Merchandise Rich Plum Cake

Seasonal Launch Santa forU

Jan 2010 Seasonal Launch Valentine Cuddles

Convenience Product Orangina

Food Merchandise Breads, Ice Cream Tubs

Privilege Card Privilege Card

Staple Two Cup Coffee Maker

Convenience Product RoastedAlmonds Salted/Chillies

Seasonal Launch Cricket Key Chains- 3 designs

Staple Leather Business Card Holder

Oct 09

Dec 09

Mar2010

Feb 2010


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Way Forward

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Friendship

Mer

Oct Wk2

Jan Wk3Mer

Launch

15thApr

Christmas

Mer

Dec Wk2

Magic Mugs/

Trendy/

Sport Sipper

1stApr- 30thApr

Consumer

Feedback

(Test)

Clearance

SALE

Promo

Plan

Jul;y Wk2

Friendship

Mer

Diwali Mer/

Hampers

Diwali Mer

Mer Manual

to all stores


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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Tropical Delight/Breakfast - Activation Digital MediaDigital Marketing

Elements:

- Facebook

- Website

- Emailers

- SMS Campaigns

- Google Maps

Database

- Facebook: 1.3 K

- Emailers 30K

- SMS Campaigns 40K

Total 71.3 K

Need to form online Coffee Lovers Club & get captive audience for Targeted

marketing


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Objective:

- Increase working & timeline efficiency

- Increase Cost Effectiveness

- Reduce multiplicity ofpartners in the same digital space

Next steps:

- Finalize one common agency forWebsite & CRM

- Transfer all database information under one umbrella

- Refresh website look periodically & manage targeted email campaigns

Integrated Online Presence


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Objective:

- Build frequency ofexistingusers thru targeted marketing programs

- Relevant to their consumption pattern

- Segment consumers as perRFM (Recency, Frequency, Monetary value)

Approach:

- Collect store level customer database thru POS system & SMS feedback

- Form clusters :

New - Targeted thru less aggressive offers to retain them

Loyal - Target thruupsell to increaseAPC

Lapsed - Target thru aggressive offers to win them back

Database marketing - Next level of engagement

Support Required:

- IT for providingfields to capture customer info (Mobile No. & Email id) & Data analytics

- Ops to ensure data capturing @ store level


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Timelines

SMS feedback visibility - Immediate

POS solution - Apr

Appointment ofnew agency - May

Promote online club thru tent cards June

Plan for database mktg agency to be shared - Apr brand day


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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Brand Calendar2010

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Crme

Food

Winter

Bev & Desserts

TV ?

Valentine

Apr 15thOct Wk2

Feb Wk1Product

LaunchJun Wk3

Christmas

Spls Food

Dec Wk2

Partner

drinks

May 15

TestsCrme

& EB Food

Winter

Bev & DessertsPartner

drinksValentine

BTL /

Activation

Digital

ATL

Crme & EB

Food

Aug Wk2

Christmas

Spls FoodSummer

Menu2011

10 Yr

CarnivalDiwali

Bonanza


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Agenda

Business update

Initiatives update

Liquor way forward

Summer launch

Activity plan

Next 3 months

Massive action plan

NSO Plan

Merchandise plan

Digital

Brand calendar

Budgets


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Budget break upBudget

Income

Space Selling 250

Available for Exp (90% of income) 225

Expenditure

Retainers (PR, Creative, CRM, Web, Digital) 62

Agency 20

Research/Mys Shopping 15

MenuBoard 8

Qrly & Seasonal Launches 45

Sms & Mailers 5

NSO 20

LSM 20

Merchandise stands 9

Superbrand/IBC 8

R&D 3

Incentive competition 5

Database Marketing 2.5

Crme 3

Others 10

Total 235.5

* All figures in

Rs. Lakhs


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Thank You!!

Mar Brand Day Final NXPowerLite

Documents

Transcript of Mar Brand Day Final NXPowerLite