2007 brand plans december 5, 2006
DESCRIPTION
2007 Brand Plans December 5, 2006. Discussion Topics. 2006 Business Review Cooler Volume & Flavor Breakdown Smooth Volume Review Black Dog Volume & Distribution Review Seagram’s Coolers 2007 Brand Plan Smooth 2007 Brand Plan Spanish Peaks 2007 Brand Plan Toña 2007 Brand Plan. - PowerPoint PPT PresentationTRANSCRIPT
2007 Brand Plans2007 Brand PlansDecember 5, 2006December 5, 2006
2006 Business ReviewCooler Volume & Flavor BreakdownSmooth Volume ReviewBlack Dog Volume & Distribution Review
Seagram’s Coolers 2007 Brand Plan Smooth 2007 Brand Plan Spanish Peaks 2007 Brand Plan Toña 2007 Brand Plan
2006 Business Review2006 Business Review
Major Brands – Kansas City Seagram’s Coolers Depletions Review
88% of plan
New flavors are 14% of total business YTD
Top 5 flavors represent 62% of total business YTD
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD
2005 Case Volume 1963 1109 1768 2201 3106 3608 3179 4035 1090 1,377 1,259 1,942 26,637
2006 Case Volume 1764 1212 1892 1835 2754 3984 2467 2603 1483 1,297 1,575 22,866
% Change -10% 9% 7% -17% -11% 10% -22% -35% 36% -6% 25% -100% -14%
2006 Volume Plan 2,061 1,164 1,856 2,311 3,261 3,788 3,338 4,237 1,145 1,446 1,322 2,039 27,968
% to Plan 86% 104% 102% 79% 84% 105% 74% 61% 130% 90% 119% 0% 82%
Major Brands – Kansas City Seagram’s Coolers Depletions Review
FuzzyNavel
AppleLicious
StrawberryDaiquiri
StrawberryMargarita
WildBerries
CalypsoColada
Margarita
BlackCherry
BahamaMama
PassionateKiss
WinterBreeze
TahitianSunset Tea
BreezeFuzzyNavel
AppleLicious
StrawberryDaiquiri
StrawberryMargarita
WildBerries
CalypsoColada
Margarita
BlackCherry
BahamaMama
PassionateKiss
WinterBreeze
TahitianSunset
TeaBreeze
Major Brands – Kansas City
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Sales% of
Business
Chain Supermarket 579 365 511 531 930 1,503 722 785 456 354 516 0 7,252 33%
Liquor Stores 357 230 384 428 489 700 523 457 322 200 304 0 4,394 20%
Indep. Grocery 149 92 143 150 165 221 176 142 112 103 97 0 1,550 7%
C-Stores 192 186 199 217 297 350 304 244 135 185 160 0 2,469 11%
Military 6 5 3 6 11 17 12 4 9 2 6 0 81 0%
Drug Stores 50 93 129 74 69 54 53 132 43 60 68 0 825 4%
Wal Mart 373 203 438 358 685 1,090 592 724 363 367 387 0 5,580 25%
Total Sales 1,706 1,174 1,807 1,764 2,646 3,935 2,382 2,488 1,440 1,271 1,538 0 22,151 100%
Seagram's Coolers Sales By Trade Channel
Major Brands – Kansas CityTea Breeze Distribution
Currently in distribution in 93 Off Premise Accounts
Still plenty of opportunities!Still plenty of opportunities!
Major Brands – Kansas CityTea Breeze Distribution – Wal Mart
Achieved 100% Distribution
Outstanding Job!
109 CAMERON, MO SC-100 Supercenter 2000 NORTH WALNUT CAMERON MO 64429 816 632 9900 KC X1484 KANSAS CITY, MO HM-200 Supercenter 9051 HILLCREST ROAD KANSAS CITY MO 64138 816 767 1200 KC X184 BLUE SPRINGS, MO Supercenter 600 N.E. CORONADO DRIVE BLUE SPRINGS MO 64014 816 224 4800 KC X195 EXCELSIOR SPRINGS, MO Supercenter 2203 PATSY LANE EXCELSIOR SPRINGS MO 64024 816 630 1003 KC X20 CLINTON, MO Supercenter 1712 EAST OHIO CLINTON MO 64735 660 885 5536 KC X219 SEDALIA, MO SC-188 Supercenter 3201 WEST BROADWAY SEDALIA MO 65301 660 826 7800 KC X234 KANSAS CITY, MO Supercenter 8301 NO. CHURCH ROAD KANSAS CITY MO 64158 816 792 4644 KC X2856 OAK GROVE, MO Supercenter 201 SOUTH SALEM STREET OAK GROVE MO 64075 816 690 4900 KC X2857 KANSAS CITY (NW), MO Supercenter 8551 N.BOARDWALK AVE. KANSAS CITY (NW) MO 64154 816 741 1099 KC X2955 KANSAS CITY (S), MO Supercenter 1701 WEST 133RD STREET KANSAS CITY (S) MO 64145 816 942 3847 KC X2994 ST. JOSEPH, MO Supercenter 3022 SOUTH BELT HWY ST. JOSEPH (S) MO 64503 816 232 9819 KC X319 RAYMORE/BELTON, MO SC-192 Supercenter 2015 WEST FOXWOOD DR RAYMORE/BELTON MO 64083 816 322 5455 KC X325 RICHMOND, MO Supercenter 908 WALTON WAY RICHMOND MO 64085 816 776 5834 KC X560 ST. JOSEPH, MO SC-188 Supercenter 4201 N BELT HIGHWAY ST. JOSEPH MO 64506 816 390 8400 KC X573 LEE'S SUMMIT, MO Supercenter 1000 NE SAM WALTON LANE LEE'S SUMMIT MO 64086 816 246 4555 KC X61 WARRENSBURG, MO SC-188 Supercenter 301 E. COOPER AVENUE WARRENSBURG MO 64093 660 747 1505 KC X801 MARYVILLE, MO Supercenter 1605 S MAIN ST MARYVILLE MO 64468 660 562 2994 KC X834 BETHANY, MO Supercenter 810 SO. 37TH ST. BETHANY MO 64424 660 425 4410 KC X96 HARRISONVILLE, MO SC-188 Supercenter 1700 NORTH 291 HIGHWAY HARRISONVILLE MO 64701 816 884 5635 KC X
Major Brands – Kansas City Seagram’s Coolers Distribution by Trade
Channel
Independent grocery and c-stores represent greatest opportunities for expansion
Need to identify voids in chain supermarkets
# of Potential Accts# of Accounts Buying
90 daysCurrent % ofDistribution
Chain Supermarket 79 66 84%
Liquor Stores 166 106 64%
Indep. Grocery 66 38 58%
C-Stores 421 130 31%
Military 5 1 20%
Drug Stores 44 25 57%
Wal Mart 19 19 100%
Total Distributions 800 385 48%
Major Brands – Kansas CityTop Cooler Customers
These accounts represent 66% of total business YTD
Chain Name YTD Last YTD Change % Change Accts Sold YTD
Accts Sold Last YTD
Change % Change
WAL-MART SUPERCENTER 5583 5,487 96 2% 19 18 1 6%HY-VEE STORES 2315 2,363 -48 -2% 16 15 1 7%COSENTINOS 2076 2,182 -106 -5% 16 16 0 0%MCKEEVER 844 981 -137 -14% 4 4 0 0%OSCOS 816 858 -42 -5% 31 28 3 11%BALL'S 741 834 -93 -11% 10 10 0 0%COUNTRY MART 676 679 -3 0% 10 10 0 0%BERBIGLIA STORES 490 848 -358 -42% 15 16 -1 -6%IGA SUPERSTORES 328 316 12 4% 6 6 0 0%DAN'S THRIFTWAY 255 235 20 9% 5 6 -1 -17%FOOD 4 LESS 248 313 -65 -21% 3 3 0 0%RED-X LIQUOR 215 130 85 65% 1 1 0 0%SUNFRESH MARKETS 205 243 -38 -16% 3 3 0 0%GREEN HILLS 154 200 -46 -23% 2 2 0 0%ROYAL LIQUORS/GOLD CROWN 103 116 -13 -11% 3 3 0 0%GOMER'S (3) 102 150 -48 -32% 3 4 -1 -25%
Total 15,151 15,935 -784 -5% 147 145 2 0
Monday, December 4, 2006
YTD Std Cases and Accts Sold
Major Brands – Kansas City Cooler Nielsen Scan Data – YTD ending July 16,
2006
Segment Rank
$ Seg. Rank
Case Seg. Rank
TGC Breakout Segment Segment Dollar Sales Dollar Sales
$ Vol % Chg vs
YA Segment $
Share Case Sales
Case Sales %
Chg vs LY Segment
Case Share
TOTAL BEER & MALTERNATIVE / RTD $21,931,018 3% 100% 1,313,378 4% 100% FLAV BEVG Total Flavored Beverages $2,363,787 6% 10.8% 65,223 3% 5.0%
Malternatives FLAV BEVG Total Malternatives $947,718 4% 4.3% 34,075 4% 2.6%Wine / Malt CoolerFLAV BEVG Total Wine. Malt Coolers $293,002 -8% 1.3% 13,796 -7% 1.1%Cocktails FLAV BEVG Total Spirit Cocktails $1,074,688 13% 4.9% 15,580 8% 1.2%Hard Cider FLAV BEVG Total Hard Ciders $48,379 20% 0.2% 1,772 21% 0.1%
2 3 Malternatives FLAV BEVG SMIRNOFF ICE $157,441 -6% 6.7% 5,760 -5% 8.8%3 1 Wine / Malt Cooler FLAV BEVG BARTLES & JAYMES $143,477 -8% 6.1% 7,060 -6% 10.8%4 2 Wine / Malt Cooler FLAV BEVG SEAGRAMS $140,866 -7% 6.0% 6,495 -8% 10.0%
4:YTD Ending Jul 16, 2006
Kansas City, KS - FOOD
Major Brands – Kansas CityUSB Seagram’s Coolers Case Spend
Depletions: $x.xx Incentives: $x.xx Advertising: $x.xx Other: $x.xx
Total: $x.xx per case
Case Spend does not include POS
Major Brands – Kansas City1st Quarter Objectives
1. Finish Tea Breeze distribution
2. Establish Super Bowl goals & incentive
3. Establish programming w/ local chains
4. Set up buyer meetings w/ local chains and independents
5. Jamaican Me Happy orders and objectives
Major Brands – Kansas CitySeagram’s Escapes 2007 Objectives
Targeting a 5% increase over 2006 total volume Actual goal will be communicated first week
of January 2007
Major Brands – Kansas City Smooth Depletions Review
24oz package is 62% of total business YTD
Pink Dragon represents 36% of total business YTD
Liquid Haze represents 22% of total business YTD
Blue Banshee represents 18% of total business YTD
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD
2005 Case Volume 534 542 555 651 787 750 706 792 543 409 401 346 7,016
2006 Case Volume 347 297 494 325 375 389 365 414 226 184 165 3,581
% Change -35% -45% -11% -50% -52% -48% -48% -48% -58% -55% -59% -100% -49%
2006 Volume Plan 668 596 611 716 866 825 777 871 597 450 441 381 7,799
% to Plan 52% 50% 81% 45% 43% 47% 47% 48% 38% 41% 37% 0% 46%
Major Brands – Kansas City Smooth Depletions by Trade Channel
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Sales% of
Business
Chain Supermarket 55 39 59 47 60 59 66 66 55 37 22 0 565 16%
Liquor Stores 113 95 169 138 148 149 151 175 74 74 56 0 1,342 38%
Indep. Grocery 18 25 40 29 29 33 30 18 20 12 18 0 272 8%
C-Stores 125 109 173 99 119 137 104 101 64 50 65 0 1,146 33%
Military 1 0 0 0 0 0 0 0 0 0 0 0 1 0%
Drug Stores 0 6 3 2 1 0 0 2 1 0 3 0 18 1%
Wal Mart 26 21 19 7 14 10 12 44 4 9 2 0 168 5%
Total Sales 338 295 463 322 371 388 363 406 218 182 166 0 3,512 100%
Major Brands – Kansas City Smooth 24 oz Distribution by Trade Channel
# of Potential Accts# of Accounts Buying
90 daysCurrent % of Distribution
Chain Supermarket 79 17 22%
Liquor Stores 166 44 27%
Indep. Grocery 66 8 12%
C-Stores 421 44 10%
Military 5 0 0%
Drug Stores 44 0 0%
Wal Mart 19 0 0%
Total Sales 800 113 14%
Major Brands – Kansas City Smooth 12 oz Distribution by Trade Channel
# of Potential Accts# of Accounts Buying
90 daysCurrent % of Distribution
Chain Supermarket 79 22 28%
Liquor Stores 166 20 12%
Indep. Grocery 66 6 9%
C-Stores 421 13 3%
Military 5 0 0%
Drug Stores 44 2 5%
Wal Mart 19 3 16%
Total Sales 800 66 8%
Major Brands – Kansas CityUSB Smooth Case Spend
Depletions: $x.xx Incentives: $x.xx Samples: $x.xx Advertising: $x.xx Other: $x.xx
Total: $x.xx per case
Case Spend does not include POS
Major Brands – Kansas City Black Dog Depletions Review
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec YTD
2006 Case Volume 63 222 52 0 337
Major Brands – Kansas City Black Dog Depletions by Trade Channel
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Sales% of
Business
Chain Supermarket 0 0 0 0 0 0 0 0 0 96 28 0 124 44%
Liquor Stores 0 0 0 0 0 0 0 0 34 66 9 0 109 39%
Indep. Grocery 0 0 0 0 0 0 0 0 0 18 2 0 20 7%
C-Stores 0 0 0 0 0 0 0 0 2 22 2 0 26 9%
Military 0 0 0 0 0 0 0 0 0 0 0 0 0 0%
Drug Stores 0 0 0 0 0 0 0 0 0 0 0 0 0 0%
Wal Mart 0 0 0 0 0 0 0 0 0 0 0 0 0 0%
Total Sales 0 0 0 0 0 0 0 0 36 202 41 0 279 100%
Major Brands – Kansas City # of Potential Accts
# of Accounts Buying90 Days
Current % ofDistribution
Chain Supermarket 79 16 20%
Liquor Stores 166 17 10%
Indep. Grocery 66 5 8%
C-Stores 421 10 2%
Military 5 0 0%
Drug Stores 44 0 0%
Wal Mart 19 0 0%
Total Sales 800 48 6%
# of Potential Accts# of Accounts Buying
90 DaysCurrent % ofDistribution
Chain Supermarket 79 15 19%
Liquor Stores 166 14 8%
Indep. Grocery 66 4 6%
C-Stores 421 8 2%
Military 5 0 0%
Drug Stores 44 0 0%
Wal Mart 19 0 0%
Total Sales 800 41 5%
Honey Raspberry Distribution by Trade Channel
Black Dog Ale Distribution By Trade Channel
Major Brands – Kansas City Black Dog Distribution Tracking
Distribution leveled off after Oct 41% of goal on Black Dog Ale 67 % of goal on Honey Raspberry Need to ramp up overall distribution efforts Jan. 2007
Distributor
Honey Raspberry
GoalBDA Goal
OFF PREMISE
Craft Beer Target Universe
BDA ActualBDA %
Execution
Honey Raspberry
Actual
Honey Raspberry %
Execution
ON PREMISE
Honey Raspberry 12oz Goal
Honey Raspberry
12oz Actual
BDA 12oz Actual
BDA Draft % Execution
BDA Draft Goal
BDA Draft Actual
BDA 12oz Goal
BDA Draft % Execution
Major Brands KC 240 120 49 41% 60 40 67% 6 2 33% 10 1 10% 10 1
