2casestudymonoprix Coca Cola 100109101944 Phpapp02
-
Upload
isabel-paiva -
Category
Documents
-
view
217 -
download
2
description
Transcript of 2casestudymonoprix Coca Cola 100109101944 Phpapp02
-
Consolidated sales 2004 : 3,8 Billion
294 stores
18 000 employees
Monoprix
-
Balanced sales between food/non food Very extensive range: 25000 SKU food business Strong, specific and well-known private labels Partnerships with small as well as big firms
Monoprix personality
Anticipation and democratization of new trends and innovative concepts
-
Monoprix: a specific banner
-
Monoprix: a specific banner
Department stores Supermarkets
Specialized stores
Conveniencestores
-
Monoprix: a specific customer
Young single
Familyhigh school kids
Familymajority-aged kids
Middle-aged couple
Familyelementary school kids
Middle-aged single
Familynursery school kids
Seniorcouple
Senior single
Youngcouple
Monoprix
-
Monoprix: a specific customer
Young single
Familyhigh school kids
Familymajority-aged kids
Middle-aged couple
Familyelementary school kids
Middle-aged single
Familynursery school kids
Seniorcouple
Senior single
Youngcouple
Hyper
Monoprix
-
Monoprix: a specific customer
Young single
Familyhigh school kids
Familymajority-aged kids
Middle-aged couple
Familyelementary school kids
Middle-aged single
Familynursery school kids
Seniorcouple
Senior single
Youngcouple
Super
Monoprix
-
Development of new concepts and new formats
-
Added value creation
For customers
For brands
-
Differentiation Innovation
Combine Monoprix and the manufacturer brand loyalty
in order to increase shopper satisfaction and turnover through
customized value propositions
Manufacturers partnerships
-
Monoprix / Coca-Cola light: common profilesA common target: young urban adults
Segmentation by life cycle profiles: % value
Why do we work together ?
Family nursery school kids
Family elementary school kids
Young single
Middle-aged single
Senior single
Young couple
Middle-aged couple
Senior couple
Family majority-aged kids
Family high school kids
4,45,96,95,2
16,1
8,7
7,2
8,3
13,7
23,5
MonoprixSupermarketSource : consumer panel
13,4
13,8
15,3
9
11,4
11,93
2,87,9
11,7
Coca-cola lightSoft-drinks
4,55
5,36,1
15
7
7,2
9,7
15,2
25,1
10,8
8
6,55,9
16
7,5
6,9
7,8
10,3
20,3
-
Use Coca-Cola light brand as a leverage of image and loyalty for Monoprix store
Coca-Cola light : N2 soft-drinks brand
Average brand Soft-Drinks
Coca-Cola light
100
172
Average shoppers Coca-Cola light
Young single & couple
100
164A High levelof loyalty
Especially on the target
-
Organization : a cross functional dedicated team
Mirror organization
D. FENECHS. DUTHOIT
F. ONDRUSKA
B. DUVALLETM. POMMAREL
A. CARINI
H. PATRICOTCEO Coca-Cola
Entreprise
V. SURGETS. PEQUIGNOTS. DE GAULIERA. BOUZANNE
JM. ROTHIER
P. LAMBOLEYPJ. CREVISIERG. LECLERC
General managersB. SANCHEZ INCERACEO Monoprix
Sales
Marketing / Communication / data sharing
Supply chain
-
Remember Brussels04 : collaborative CRM
Monoprix & Coca-Cola : a long term partnership based on strategic alignement permanent sharing process
Results : Coca-Cola light : +35%
Total soft-drinks: +9,1%
-
Differentiation to create added value :the 2005 projects jointly developed
Product differentiation : New assortment
Service differentiation:Free Home delivery
Marketing differentiation:Shopper connection
-
Differentiation to create added value
Service differentiation :Free Home delivery
-
Satisfy a real shopper expectation Increase turnover Strengthen Monoprix image
Urban stores, 50% no parking Convenience shopping trip Easy shopping strategy
Free Home Delivery for Coca-Cola light shoppers
Service differentiation
Beverages = heavy products
Loyal buyers High level of in store spending
-
Easy consumer mechanism Right timing Execution with an integrated media plan
Key Success Factors
Radio Monop Floor sticker Mailing
-
Differentiation to create added value
Product differentiation : New assortment
-
Product differentiation : new assortment
Specific SKUThree pack: the right
size for Coca-Cola light shoppers at Monoprix
2004
Specific launch planAnticipated
& integrated plan
2005
-
2 steps
Coca-Cola light lime : an anticipated plan
Radio Monop
Teasing
Week prior to launch
Radio Monop
LaunchtimeFirst
two weeks
Based on Monoprix media and in store communication
-
An integrated launch plan
Interactive terminal
Innovation tower rackleaflet
Stickers
-
An anticipated and integrated plan:it works !
Interactive terminal
Innovation tower rackleaflet
Stickers
N5 sales ranking in 8 weeksSource: IRI - P3+P4/05
100% weighted distribution
within a week
-
Differentiation to create added value
Marketing differentiation :Shopper connection
-
Coca-Cola light by
-
A marketing plan never seen before !
Internet Innovative media
Valentines Day in store
activation
Pack designed by Kenzo TAKADA
Experiential Marketing & sampling
-
Day & night billboards with an enhanced plan in Paris
How to lighten the program at Monoprix stores
Coca-Cola light by
-
A two month fully tailor made planwith five highlights
Limited can edition
Cross Marketing plan
1/02 - 5/02
Unique consumer premiums
1/03 21/03
In storecommunication
1/02 21/03
Integrated launch
22/03
8/02 28/02
-
Integratedlaunch
Limited can edition
In storecommunication
Unique consumer premiums
A two month fully tailor made planwith five highlights
Cross Marketing plan
-
Limited can edition
Cross Marketing plan
1/02 - 5/02
Unique consumer premiums
1/03 21/03
In storecommunication
1/02 21/03
Integrated launch
22/03
8/02 28/02
A fully marketing plan : it works !
50% of Monoprix volume growth
on total soft-drinksSource: IRI - P3+P4/05
-
The collaborative approach goes on for 2005 / 2006
Promotion efficiency
Immediate consumption
Shelve theatralization
-
Why it works?
Customers first
Active and stable relationship
Permanent innovation
Result oriented