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  • in association withWORKING TOGETHER: KERRY FOODS AND BESTWAY BATLEYS

    Betterwholesaling.com JULY 2015 251 IGD24 JULY 2015 Betterwholesaling.com

    “It’s really important that we work with wholesalers like Bestway as they are investing significantly in their entire chilled logistics network. We can work with them to help

    make sure our logistics are efficient and effective, our shelf life is what it needs to be and our cases are the right size.

    By collaborating we will really help wholesalers improve their proposition for retailers.”

    Clare Bocking SALES DIRECTOR – CONVENIENCE, KERRY FOODS

    " The chilled display is very good at Bestway, all the items are clearly displayed and labelled. Chilled foods is a vital category and I know Kerry Foods is always helping with pricing and promotions."

    Jagdish Patel RETAILER, P J NEWS, HANWELL, EALING

    “Kerry Foods has been a fantastic supplier over the last 12 months. They came to us and identified the opportunity for future growth, and really brought to life what we mean by customer missions and how customers shop. That made us go back and look at our ranges and where we had gaps in our chilled offer and since then we’ve listed a number of new products into our range which already our retail customers are picking up on.”

    Steve Carter SENIOR TRADING CONTROLLER FOR FRESH, FROZEN AND FOODSERVICE AT BESTWAY

    "When the weather is hot, my customers want chilled food to consume whilst on the go, so cheese and sandwiches. Kerry Foods has a range of products such as Cheestrings, for kids' packed lunch

    and picnic which is key during the summer seasons."

    Mayoon Rasab SUNSHINE SUPERMARKET, HARROW ROAD, WEMBLEY

    Whether you are just starting out in chilled or have an established chilled offering, the Kerry Foods 'Building a Nation of Chilled Experts' programme can help you maximise your chilled space to drive increased sales. Get in touch today to find out more on enquiries@kerryfoods.co.uk

    Kerry Foods, the expert in chilled food, is working with Bestway Batleys and other wholesalers to identify how they can grow chilled sales and deliver success.

    Chilled is the number one food category in convenience, currently worth £3.8bn and set to reach £6bn by 2018

    1 . It is a

    phenomenal opportunity for wholesalers and retailers and Kerry Foods is helping to ensure both grab a chunk of the profits in the coming years – to win in wholesale and convenience, it is increasingly important to win in chilled.

    Expert in chilled

    With a number of market leading brands including Mattessons, Cheestrings, Richmond sausages and Wall’s bacon, Kerry Foods is perfectly placed to help wholesalers drive chilled sales. Clare Bocking, Sales Director – Convenience, at Kerry Foods, says: “We’re looking at what the total category should mean for both wholesalers and retailers. So how do we get the right range, how do we get

    the right products and satisfy the right shopper missions. Certainly from a supplier perspective we are making sure that all our products fit with what retailers need.” She is working with Steve Carter, Senior Trading Controller for Fresh, Frozen and Foodservice at Bestway, to ensure there is a promotional programme that drives the right products into the market.

    Driving sales

    Kerry Foods has launched a comprehensive range of price-marked packs (PMPs) to accelerate retailers’ chilled sales, and is working in partnership with Bestway to grow the category through planned initiatives such as chilled strategy workshops. “We’ve been trying to make sure our core range, which retailers need to stock, is visible and that we’ve got the right range in wholesale,” says Kerry Foods’ Bocking. “Steve has done some fantastic work in Bestway looking at what share of space products should have, making sure

    catering is clearly differentiated from retail and making sure the best lines are promoted so we’re driving the right level of distribution for the key selling SKUs. Everything we’re trying to do to get the retailers engaged, Bestway Batleys is driving from their depot perspective too.”

    Overcoming the challenges

    For many independent retailers, particularly those perceived as a CTN business model, chilled food can be a tricky category to manage, with fears about wastage and relatively high prices. However, Kerry Foods is helping retailers capitalise on a number of chilled opportunities including food to go and meal for tonight through its Building a Nation of Chilled Experts initiative. Bestway Batleys' Carter says: “Clearly we identified that Kerry Foods' brands such as Richmond and Mattessons are significant within the chilled sector, and as a result of that we looked at everything from how the product was delivered, to how we sell the product and the product pricing.”

    DELIVERING CHILLED SUCCESS

    CHILLED IS THE NUMBER ONE

    FOOD CATEGORY IN CONVENIENCE, CURRENTLY

    WORTH £3.8BN AND SET TO GROW TO £6BN BY 2018, HIGHLIGHTING

    A HUGE OPPORTUNITY FOR WHOLESALERS AND

    RETAILERS1

    Organise the chiller by customer need, category and brand. Wholesalers can drive chilled food sales by placing chilled snacking products next to sandwiches and pastries.

    Range – if space allows, dedicate more of the chiller to growing categories like chilled ‘top up’ and ‘cheese & meat snacking’.

    Availability – ensure chillers are well stocked with good rotation to ensure freshness.

    Signage – make it easy for shoppers to find the chiller in depot. Beacon brands such as Wall’s and Mattessons should be used as a signpost across the chilled category.

    Ensure your staff follow a daily routine to maintain cleanliness of chiller and ensure it is well stocked with a good rotation of product to guarantee freshness.

    TOP TIPS FROM KERRY FOODS

    1 2 3 4 5

    Features 2016 January Tobacco Price-marked packs

    February Alcohol Confectionery Homecare & Laundry

    March Energy Drinks Frozen Food & Ice Cream Crisps & Snacks Hot Beverages

    April SUMMER SPECIAL Tobacco Toiletries & Grooming

    May Lager & Cider Sugar Confectionery Breads & Spreads

    June What to stock Soft Drinks Biscuits, Cakes & Desserts Free-from Foods

    July Tobacco E-cigs Craft beer BUYING GROUPS SPECIAL

    August Big Night In Breakfast Price-Marked Packs Free-from Foods

    September CHRISTMAS SPECIAL Petcare Diwali Hot beverages

    October Tobacco Seasonal Alcohol Winter Remedies

    November Spring Confectionery Soft Drinks Chilled & Fresh World Foods

    December Perfect Partnerships E-cigarettes Home baking & Fresh Bakery Wine

    Better Wholesaling www.betterwholesaling.com

    The new monthly magazine that provides wholesale decision makers with actionable thought leadership and promotes best practice to grow sales. n Audience of wholesaler decision makers:

    4,127* depot managers, buyers, directors, and development managers

    n Build supply chain awareness of your brand strength and strategy

    n Promote category excellence and growth in the convenience channel

    (*ABC total average net circulation per issue July 2014 to June 2015)

    Editorial Contacts

    Editor Martyn Fisher martyn.fisher@newtrade.co.uk 020 3871 6490

    Specifications Files: Artwork to be supplied in high-resolution PDF. All images within the PDF must be 300dpi images formatted to PPA Pass4press Version 9.

    Deadlines 1. Display advert: Complete artwork is required 10 days prior to publication. 2. Advertorial Complete artwork is required 15 days prior to publication. (Production staff must be notified if artwork is to be advertorial)

    Half page horizontal Bleed: 216 x 143 Trim: 210 x 140 Type: 190 x 128 1/3 page column Bleed: 67.2 x 303 Trim: 64.2 x 297 Type: 54.2 x 263

    1/4 page Bleed: 86.6 x 143 Trim: 83.6 x 140 Type: 73.6 x 128

    Eighth page landscape (banner) Bleed: 190 x 40 Trim: 190 x 40 Type: 170 x 28

    Advertisement dimensions (mm) Double page Spread Bleed: 426 x 304 Trim: 420 x 297 Type: 400 x 263

    Dummy front cover Bleed: 216 x 220 Trim: 210 x 214 Type: 194 x 199

    Page Bleed: 216 x 303 Trim: 210 x 297 Type: 190 x 263

    Half page vertical Bleed: 106 x 303 Trim: 103 x 297 Type: 93 x 263

    Rate card (£)

    1 insertion 3 insertions 6 insertions 8 insertions 10 insertions Double page spread £2,695 £2,533 £2,398 £2,237 £2,048 Inside front/outside back cover £1,630 £1,532 £1,451 £1,353 £1,239 Full page £1,595 £1,499 £1,419 £1,324 £1,212 One Minute Depot Manager £3,275 £3,079

    Coverwrap £5,475 £4,873 IFC Gatefold £4,175 £3,716 Bound inserts £3,450 Loose inserts £1,050

    Other advertising formats Prices on application Agency discount 10%

    @bw_mag

    Sales Contacts Commercial Manager - Wholesale Richard Pole richard.pole@newtrade.co.uk 020 7689 3364

    Director of Sales Mike Baillie mike.baillie@newtrade.co.uk 020 7689 3367

    TM ©

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    28% of all consumers are planning to watch the Rugby World Cup in a pub.*

    Make the most of 44 days and 20,000 hours of broadcast coverage this Autumn.

    Contact your Heineken Sales Manager or visit www.online.heineken.co.uk

    Follow @HEINEK