Frank B. Fuhrer Market Evaluation
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Transcript of Frank B. Fuhrer Market Evaluation
Market Evaluation
By Corey Wagner
Topics for On-Premise Accounts
• Outside signage: any sign displays for beer products physically outside the account
• Impact zones: constitutes as signage or any means of product promotion (ie. Mirrors, neons, posters, etc) once you walk into the accounts (what is the first thing that sticks out in your mind when you walk into an account).
Topics for On-Premise Accounts
• Entertainment zone: Televisions, DJ area, stage
• Back Bar: area available behind the bar for product recognition; this area was not accounted for in a circular shaped bar because of lack of space available to sign hanging.
Topics for Off-Premise Accounts
• Outside signage: any sign displays for beer products physically outside the account
• Main displays: located in the front of the store and have a significant amount of beer available for the customer to easily pick from; definitely should be complimented by price poster and/or other product attention getter
Topics for Off-Premise Accounts
• Cooler main displays: located inside the cooler for the customer to choose from and controls majority of initial sight upon entrance
• End cap/Key positioning: displays located at the end of rows in the store or areas in the store that have the most foot traffic
• Cooler entrance displays: displays or pallets of beer located on the outside of the cooler on either side of the entrance.
Total number of accounts visited
66%
30%
4%
Sales
number of on-premisenumber of off-premisenumber of six pack shops
168
77
11
On-Premise: Outside Signage
• Increases customer brand recognition, before entering an account, is the first step in persuading a customer to drinking a Coors division product
• Clearly displays the special, which increases foot traffic to account
• Getting signs made for an account and hanging them up for the account displays to the decision maker that you are concerned about the success of the business
On-Premise: Outside Signage
• 168 on premise accounts visited• 86 had no outside signage
• Total outside signage: 198• Coors outside signage: 78
• Average of 2.41 signs per account
• Coors division has 39% of the signs
On-Premise: Outside Signage
Complete dominance of
entrance
This picture was
reformatted from the
original to fit, actually 4
other signs on front of
store. All Coors Division
products
On-Premise: Outside Signage
Clearly identifies some of
the products the account
carries and the price of
each one
On-Premise: Outside
signage Good: identifies the
special, the day it is on and
the time it takes place
Downside: No Steelers
specials in the market yet,
once the season is over
then the sign should be
updated
On-Premise: Outside Signage
All specials and events
need to have signage so
that patrons are aware
of the events
This sign is located near
the rear entrance to the
bar, parking lot, thus
effective outside sign
placement
On-Premise: Outside Signage
Located on back patio under televisions, and also viewable from the road
Eye grabber for patrons to remember the Coors Light name and bring patrons back for Sprint Cup events
On-Premise: Impact Zone
• when you walk into an account there is an area that directly draws your eyes for product signage or promotional piece to identify
• the impact zone must contain at least 50% Coors division signage ( 7 signs in impact zone; we have two Coors signs, a Twisted Tea sign, and a Sam Adams sign)
On-Premise: Impact Zone
• 74 accounts with no impact zones
• 94 accounts with impact zones
• Coors controls 25 impact zones
• Percentage of control by the Coors Division: 27%
On-Premise: Impact Zone
Permanent point of sale in
account
A-Frame that was cut in
half
In order for it to stay, it
needed to be screwed into
the wall
On-Premise: Impact Zone
• Insert Pictures here Large sign over the entrance to the bar that shows the major brands of the Coors division
Downside: not noticed by all patrons because it is not it is not eye level, thus not utilized to potential
On-premise: Impact Zone
Clearly identifies the special taking place
Picture of current Coors Light celebrity being endorsed
Only piece of advertisement in dinning room area
On- Premise: Impact Zone
The only sign on the
entrance or inside a
bathroom
On-Premise: Entertainment
• Accounts typically have an entertainment area whether it is a television, darts board, slot games, DJ stand, a stage, or pool table.
• Counted each individual entertainment point of sale near a piece of entertainment (ie. Directly next to or on top of an entertainment item)
On-Premise: Entertainment
• 440 pieces of entertainment in accounts
• 136 Coors Light point of sale next to entertainment
• Coors controls 33% of the signage near entertainment
• 3.2 pieces of entertainment per account = we have 1.06 point of sale per piece of entertainment
*In smaller accounts, marketing/product posters near entertainment have more of an effect due to conscious and unconscious acknowledgement of the poster (product branding at its finest)
On-Premise: Entertainment
Competitors have firm grasp of the entertainment zone in this photo
Solution: open spot next to TV on the right, see if manager/owner will allow you to put something other than a tin there; product differentiation
On-Premise: Entertainment
Located directly next to the “cornhole pit” and fire pit.
Sign is enormous and obviously demands and attracts the attention of the patrons to drink Coors Light
On-Premise: Back Bar• Factor: small accounts don’t have the luxury of
an abundance of space to hang signs or an area at all to hang them
Bar Back Total 158
Coors Bar Back 43
Coors Back Bar with Pricing
9
Coors Percentage 27%
On-Premise: Back Bar
Due to the size of the wooden barrel, patrons eyes are drawn to the Samuel
Adams’ name
On-Premise: Back Bar
Guinness banner should be
there instead, perfect fit for
St. Patricks day
Banner needs to be
replaced with something
more up to date!
Opportunity available for
positioning
On-Premise: Back Bar
Tip jar that attracts patrons
eyes
Any piece of point of sale
that can separate your
product from a competitor
is effective marketing
Off-Premise: Outside signage
Total outside signage 459
Coors Outside signage 165
Coors representation 36%
- 77 accounts were visited, 20 didn’t have signs outside- Average of 8.05 signs per account- Coors has 2.89 signs per account
Off-Premise: Outside signage
Off-Premise: Outside signage
One of eight signs, that doesn’t even include anything about a product carried in the distributor
Each sign made, should meet customer demand, but also benefit yourself/product at the same time
Off-Premise: Number of Main displays
• Display contains a significant amount of beer (aesthetically pleasing to entice customer to purchase)
• not just a couple cases laying near the entrance
Number of main displays 196
Coors Main displays 62
Coors main display percentages
32%
Off-Premise: Number of
Main displaysEffectively displays various
types of seasonal beers in
the market
Allows the customer to
easily pick from the display.
Downside: various price
points, account may be
responsible for paying the
lower price because of
misleading advertisement
Off-Premise: Number of
Main displaysAttention grabber!
Simple displays that
effectively shows products
and is able to be picked by
all types of customers
Lead with top brands
Off-Premise: Number of Main displays
Downside: the sign is make-shift and does not look appealing to customer
Upside: Maintaining product positioning on end cap of row, with a new placement for sign on the way
Off-Premise: Number of Main displays
Upside: large display and first display patrons recognize when walking into account; it is easy to be picked from
Downside: theme of display is scattered and has not coherent theme outside of sports, but it seems accidental
Off-Premise: Cooler main displays
• Factor: not all Distributors are customer friendly for walk in coolers
Total cooler main displays
83
Coors cooler main displays 30
Coors percentage 36%
Off-Premise: Cooler main displays
• Not extremely large, but effective
• First priority is to effectively use a position to its fullest potential
• Product recognition by patrons will sell more beer than anything
Off-Premise: Cooler main
displaysThe yuengling sign is not
located over any of the
yuengling products shown
in the poster. Instead the
product is located on the
other side of the cooler
Solution: hag a Molson sign
in its place and move
yuengling sign to the other
wall
Off-Premise: End cap/ Key positioning
• 476 total end caps and key positions
• Coors has 164 end caps or key positioning
• 34% of the main areas of accounts contain Coors division products
* Number is skewed due to the fact that lower quality beer is typically located in the rear isle of the store that we do not have and occupies an end cap
Off-Premise: End cap/ Key positioning
Upside: Good display for product recognition, and mentally imprinting into patrons minds that they carry Sam Adams
Downside: The display is rendered ineffective since thereare no cases in the display; customers are lazy don’t want to put in more effort than necessary to get the beer they want
Off-Premise: End cap/ Key positioning
Understandable Unacceptable- Consolidate the down to one single rack
- Eliminating competitor’s comparison in flavors and price
Off-Premise: End cap/ Key positioningUpside: great store
positioning!
Downside: clutter,
inconsistent themes
(hockey, football, country
music), looks messy
Solution: pick one theme
and build a quality display
based around that theme
Off-Premise: Cooler entrance total displays• Area directly outside of the entrance to a walk in
cooler for customers
Total cooler entrance displays
83
Coors cooler entrance 29
Coors cooler entrance percentage
35%
Off- Premise: Cooler
entrance total displays
Miller light neon is the only
in the account that works.
All other Coors neons
(about 10) were plugged in,
that is just laziness to
replace them with signs or
LED alternates
Overview: On-Premise• Outside signage:
o since so few signs per account, utilize any opportunity available for positioning
o Ask to update signs for the new season, potential for getting another special increases
• Impact zones are not utilized enougho Specials should be displayed to patrons entering hereo Easy to take over majority (not utilized by any company
enough)o Even the most simple signs are impactful here, almost
impossible to miss signs in this area
Overview: On-PremiseEntertainment zones:• inconsistent positioning• High traffic area, opportune to capitalize on positioning against
competition
Back bar: • generally tough positioning, try to utilize napkin holders if no
other options• Great way to notify patrons of new beers available, specials, or
anything they need notified about
Overview: Off-Premise • Outside signage:
o signs can get lost in mix; make your sign differentiate Coors Products from competitors (attract patron’s eyes)
o ideal: closest to the door, and has a faces the road
• Main displays: o Don’t mix packages with different price points o don’t mix themes (steelers, penguins, pirates) o Ask yourself: “would I want to buy off of this?”
Overview: Off- Premise• Cooler displays:
o product placement makes a huge differenceo Signage above product matters!o Focus a majority of time
• Cooler entrance displays: o rarely used… people like shopping from coolers so it’s an easy
position to take from competitiono Easiest place for point of sale
Consistency
ASK
Tunnel vision
Creativity
THE END