projekat je za en autorskim pravom u vlasništvu …...beograd tempo express 015 - jagodina...

Projekat je zaštićen autorskim pravom u vlasništvu agencije Moment / Srbija

2014Prezentacija je zaštićena autorskim pravom u vlasništvu agencije United Moment /

Srbija 2015



Srbija 2015

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Srbija 2015



Srbija 2015

CONTENT

1.0 MERCHANDISING ORGANIZATION

2.0 REPORTING

3.0 MERCHANDISING PROJECTS

4.0 LOYALTY PROJECTS

5.0 BRANDING PROJECTS

6.0 THE PROJECT WE ARE MOST PROUD OF

7.0 DESIGN, PRODUCTION AND POS&POP MATERIAL DISPLAY

8.0 INNOVATIONS IN MERCHANDISING



Srbija 2015

1.0 UNITED MOMENT MERCHANDISING

ORGANIZATION



Srbija 2015

CLIENT

•Criterion definition

•Brief forming

•Strategy and merchandising plan inception

•Activity control

•Client communication

•CE creation according to activity plan

•Merchandising team training

•Distribution control

•Everyday activities control

•Market analysis

•Merchandising team briefing on the adopted dynamics

•Distribution organization

•Merchandising team communication

FIELD FORCE

•Data gathering in sales objects

•Communication with employees

•Reports, photographs and field comments transfer

The organization is divided into 5 phases:

MOMENT

MERCHANDISING COORDINATOR

MOMENT

MERCHANDISING SUPERVISOR

•Reports, photographs and field comment gathering

•Report control

•Report consolidation

•Merchandising activities evaluation

•Improvement

MOMENT

MERCHANDISING TEAM



Srbija 2015

MERCHANDISING MANAGER (project supervisor)

Controls the work of internal supervisor as well as merchandiser's.

Keeps daily watch over their work, suggests, oversees and relays the

information two-way (client-merchandiser)

Creates daily reports as well as monthly and quarterly evaluations to the

client

Communicates daily with the client, sales

representatives, controller, merchandisers.

INTERNAL SUPERVISOR (controller)

Shows up unannounced at sales objects visited by merchandisers

Controls the uphold of the standards, SKU number, shelf

placement, POS material display, FIFO shelf and stock standards, sales

object hygiene, stock, requisitioned goods.

Photographs and creates reports on his i.e. merchandiser's work.

PROJECT SUPERVISOR

FIELD CONTROL



Srbija 2015

MERCHANDISER'S EQUIPMENT



Srbija 2015

TRANSFEROM DOBRIH IDEJA

TRANSFORMIŠEMO PROSTOR!

Our merchandising brings

about benefits for your products:

• successful product distribution

• active brand image of the product

• boost and increase in sales

• consumer loyalty



Srbija 2015

TRANSFORM YOUR MERCHANDISING

AND YOU'LL TRANSFORM YOUR BUSINESS.



Srbija 2015

2.0 REPORTING THROUGH

SOFTWARE



Srbija 2015

MERCHANDISING SOFTWARE

• simple app installation on mobile phones, tablets and PCs

• report tracking over mobile phones, tablets and PCs



Srbija 2015

The application includes cities and

sales objects database, subject to

change and supplementation on

demand by client.

Reports can be tracked through

PCs, tablets and mobile phones, at

any moment.

The database keeps older

reports, which can be reviewed

over and over again.




Srbija 2015

REGION

WEST EAST BELGRADE NORTH SOUTH CENTRAL

CITY

KRAGUJEVAC POZAREVAC BEOGRAD NOVI SAD NIS SABAC

KRALJEVO SMEDEREVO PANCEVO SUBOTICA ALEKSINAC

SREMSKA

MITROVICA

V.BANJA S.PALANKA ZRENJANIN PIROT LOZNICA

TRSTENIK V.PLANA VRSAC LESKOVAC NOVA PAZOVA

KRUSEVAC OBRENOVAC SOMBOR VRANJE STARA PAZOVA

CACAK ARANDJELOVAC APATIN PROKUPLJE MLADENOVAC

UZICE JAGODINA VRBAS

ALEKSANDRO

VAC LAZAREVAC

PRIJEPOLJE PARACIN SENTA VALJEVO

IVANJICA VELIKO KRADISTE KIKINDA

ARILJE KLADOVO

BACKA

TOPOLA

G.MILANOVAC BOR ODZACI

PRIBOJ KNJAZEVAC BECEJ

NOVI PAZAR ZAJECAR

BELA CRKVA NEGOTIN

BAJINA BASTA CUPRIJA

COMPANY BRANDS & COMPETITION BRANDS

Heineken 0.25l RGB Carlsberg 0.33l RGB

Heineken 0.4l RGB Carlsberg 0.33l CAN

Heineken 0.25l CAN Carlsberg 0.5l RGB

Heineken 0.5l CAN Carlsberg 0.5l CAN

Sol 0.33l OWB Tuborg 0.33l RGB

Amstel 0.33l OWB Tuborg 0.33l CAN

Amstel 0.5l RGB Tuborg 0.5l RGB

Amstel 0.5l CAN Tuborg 0.5l CAN

Pils Plus 0.33l OWB Staropramen 0.33l OWB

Pils Plus 0.5l RGB Staropramen 0.5l RGB

Pils Plus 0.5l CAN Staropramen 0.5l CAN

Pils Plus 2l PET Merak 0.33l OWB

Pils Plus 1l PET Merak 0.5l RGB

Zajecarsko 0.33l OWB Merak 0.5l CAN

Zajecarsko 0.5l EURO Merak 2l PET

Zajecarsko 0.5l LP Merak 1l PET

Zajecarsko 0.5l CAN Lav 0.33l OWB

Zajecarsko 2l PET Lav 0.5l RGB

Diamond Lav 0.5l CAN

Harvest Lav 2l PET

Lav 1l PET

Jelen 0.33l OWB

Jelen 0.5l RGB

Jelen 0.5l CAN

Jelen 2l PET

Jelen 1l PET

Apatinsko 0.33l OWB

Apatinsko 0.5l RGB

Apatinsko 0.5l CAN

Apatinsko 2l PET

Apatinsko 1l PET

DISTRIBUTION BY

REGIONS/CITIES

DISTRIBUTION BY SKU/OUR

PRODUCT AND COMPETITION'S SKU


DATABASE FORMATION



Srbija 2015

OFF TRADE

KA/ LKA

CUSTOMER

MERCATOR SMETRO

DELHAIZEDIS

SUPERVE

ROINTEREX UNIVEREXPORT

MERCATOR IDEA RODA TEMPO MAXI

FORMAT

CENTAR EXTRA / SUPERMEGAMARKET /

HIPERMARKETCASH&CARRY 00-24 / EXPRESS EXCLUSIVE

DIS+ /

DUCANSUPERMARKET

MERCATOR

BEOGRAD IDEA BEOGRAD - GANDIJEVA

MERCATOR HM

BEOGRAD

METRO BEOGRAD 1 -

ZEMUN

TEMPO VILINE VODE -

BEOGRAD

MAXI ALONSO

EXCLUSIVE

DIS

BEOGRAD

SUPERVE

RO 1

INTEREX TOŠIN

BUNAR

UNIVEREXPORT BEOGRAD -

SUPERMARKET 011

MERCATOR

KRALJEVO

IDEA BEOGRAD - PARTIZANSKE

AVIJACIJE

MERCATOR HM NOVI

SAD

METRO BEOGRAD 2 -

KRNJAČA TEMPO ADA - BEOGRAD

MAXI DEDINJE

EXCLUSIVE

DIS NOVI

SAD

SUPERVE

RO 2

INTEREX

USTANIČKA

UNIVEREXPORT NOVI SAD -

(ALBA)

MERCATOR

LESKOVAC IDEA BEOGRAD - BUL.M.PUPINAMERCATOR HM NIŠ

METRO BEOGRAD 3 -

VIDIKOVAC

TEMPO KVANTAŠ -

BEOGRAD

MAXI CVETNI TRG

EXCLUSIVE DIS VRŠAC

SUPERVE

RO 3

INTEREX

OBRENOVAC

UNIVEREXPORT NOVI SAD -

(DETELINARA)

MERCATOR

MLADENOVAC IDEA BEOGRAD - NEHRUOVA

MERCATOR MM

BEOGRAD

METRO

KRAGUJEVAC

TEMPO HIPERMARKET

VRAČAR - BEOGRAD

MAXI CIKA LJUBINA

EXCLUSIVE

DIS

PANČEVO

SUPERVE

RO 5

INTEREX ČAČAK

PRELJINA

MERCATOR

ZRENJANIN

IDEA NOVI SAD - VOJVODE

STEPE

MERCATOR MM

BEOGRAD VOŢDOVAC METRO NIŠ TEMPO NOVI SAD

MAXI SENJAK

EXCLUSIVE

DIS

SMEDEREVO

SUPERVE

RO 6

INTEREX ČAČAK

CENTAR

MERCATOR

PREMIUM

BEOGRADJANKA

IDEA NOVI SAD - NARODNOG

FRONTA

MERCATOR MM NOVI

SAD METRO NOVI SAD TEMPO CACAK

MAXI SARAJEVSKA

EXCLUSIVE

DIS

POŢAREVAC INTEREX NIŠ

IDEA NOVI SAD - RUMENAČKA

MERCATOR MM

SUBOTICA METRO POŢAREVAC TEMPO NIS

DIS

LAZAREVAC

INTEREX

ZAJEČAR

IDEA KRAGUJEVAC -

SVETOGORSKA

MERCATOR MM

POŢAREVAC METRO SUBOTICA TEMPO KRALJEVO

DIS

MLADENOVA

C INTEREX ŠABAC

IDEA KRAGUJEVAC - BUL.

KRALJICE MARIJE

MERCATOR MM

PANČEVO METRO UŢICE TEMPO UZICE

DIS

SMED.PALA

NKA INTEREX VALJEVO

IDEA SREMSKA MITROVICA

MERCATOR MM

KRAGUJEVAC METRO ŠABAC TEMPO KRAGUJEVAC

DIS VELIKA

PLANA

IDEA EXTRA BEOGRAD -

OMLADINSKIH BRIGADA MERCATOR MM ŠABAC

TEMPO EXPRESS 005 -

BEOGRAD

DIS

KRAGUJEVA

C

MERCATOR MM ČAČAK

TEMPO EXPRESS 007 -

BEOGRAD

DIS

JAGODINA

MERCATOR MM BAČKA

TOPOLA

TEMPO EXPRESS 016 -

BEOGRAD

DIS

KRALJEVO

MERCATOR MM

SMEDEREVO

TEMPO EXPRESS 008 -

BEOGRAD

DIS

KRUŠEVAC

MERCATOR MM

SMED.PALANKA

TEMPO EXPRESS 011 -

NOVI SAD DIS NIŠ

MERCATOR MM

KRUŠEVAC

TEMPO EXPRESS 004 -

SUBOTICA

DIS

KRNJEVO

MERCATOR MM

VALJEVO TEMPO EXPRESS 009 - NIŠ

MEGAMARKET CC

BEOGRAD

TEMPO EXPRESS 015 -

JAGODINA


DISTRIBUTION BY SALE CHANNEL/OBJECT/FORMAT



Srbija 2015

MOMENT MERCHANDISE REPORTING

Quicker field reports, direct from sales

objects

Easy and simple use

Simple report browsing

Fast and simple data load and change

Account personalization

Report with photographs attached

Customizable report form

Priority tagging

Excel and PDF file exports

Availability

Easy to use

Client customizable

SOFTWARE BENEFITS:



Srbija 2015

Daily reporting

Requisitioning and delivery of goods

In-stock data

Out-of-stock data

Photo report (before/after the visit)

Product exposure

Competition

Sales promotions

MOMENT MERCHANDISING REPORTING



Srbija 2015

MERCHANDISER'S TRACKING

GPS positioning (present and historical) on the

MS Bing map..



Srbija 2015

MERCHANDISER'S TRACKING

Creation mobile computer network (by regions

or functions – on field, in storage...) and

automatic procedures (update).



Srbija 2015

PRODUCT RANGE AND PRICES



Srbija 2015

CONSOLIDATE REPORTS FROM ALL STORES



Srbija 2015

RESULT TRACKING ON ALL PARAMETERS



Srbija 2015

COMPETITION



Srbija 2015

3.0 PROJECTS

Merchandising



Srbija 2015

3.1Client:

Project:

TGK Full Merchandising support

Enterprise:

Large distributor of various food products, well-known by the

brands such as „Stari Beograd” fish products, Disney Vitapress

kids champagnes on Serbian market for years.

Goal:

Increase the presence and sale of the products through

competition monitoring, continuous supply and good exposure.

Results:

Monthly rounds: around 565

Total number of sales stores : 36

Results: improved sale, better shelf placement in sales objects



Srbija 2015

Products :

Complete product portfolio (over 30

products)

• Canned goods

• Non-alcoholic kids champagne

• Confectionery products

• Pasta

• Olive oil...

Regions:

East, South, West, Danube, Central, North

Cities: 17

Beograd, Novi

Sad, Subotica, Niš,Kragujevac, Pančevo,

Čačak, Smederevo, Poţarevac, Jagodina,

Leskovac, Sabac, Zrenjanin, Mladenovac,

Valjevo, S.Mitrovica, Kraljevo.

Sales channels : KA

Mercator, DIS, Interex, Delhaize

Report delivery: Software

Project:

TGK Full Merchandising support



Srbija 2015

Project: TGK Full Merchandising support



Srbija 2015

Project: TGK Full Merchandising support

BEFORE AFTER BEFORE AFTER



Srbija 2015

3.2Client:

Project:

Medino Full Merchandising support

Enterprise:

Biggest manufacturer and exporter of honey products in Serbia

Goal:


competition monitoring, continuous supply and good exposure

Results:

Monthly rounds : around 258

Total number of sales objects : 40

Results: sale, better shelf placement in sales objects, clear

market positioning



Srbija 2015

Project:

Medino Full Merchandising support

Regions:

East, South, West, Danube, Central, Nort

h

Cities: 14

Beograd, Novi Sad, Subotica, Niš,

Kragujevac, Pančevo, Čačak, Kruševac,

Smederevo, Poţarevac, Velika Plana,

Smederevska Palanka...

Sales channels: KA

Dis, Delhaize, Vero, Mercator

Competition:

Aza Med, Maja Med, Biomed, Mijailović...




Srbija 2015

Project: Medino Full Merchandising support



Srbija 2015

Project: Medino Full Merchandising support

BEFORE AFTER



Srbija 2015

3.3Client:

Project:

OmKafa Full Merchandising support

Enterprise:

Products based on natural sweeteners and soya, the only on our market, as well as

lean coffee and milk drinks. They hold the third place on the Serbian coffee

market, with considerably bigger aspirations, which they will achieve through quality

coffee and affordable prices.

Goal:

After the termination of collaboration with the distributor, United Moment

Merchandising represented the complete network of commercial-merchandising

activities as the trusted a agency in field.

Results:

Monthly rounds : around 886 around


Results : improved sale, consistent bull's-eye zone shelf placement, primary and

secondary positions.



Srbija 2015

Project:

OmKafa Full Merchandising support

Regions:


Cities: 42

Beograd, Novi

Sad, Subotica, Niš,Kragujevac, Pančevo, Čačak, Smeder

evo, Poţarevac, Jagodina,

Leskovac, Sabac, Zrenjanin, Mladenovac, Valjevo, S.Mitr

ovica, Kraljevo, Krusevac, Zajecar, Vranje, Uzice, Vrsac,

Kikinda, Sombor, Apatin, Vrbas, Kula, Indjija, Paracin…

Sales channels : KA

Roda, Mercator, Idea, Interex, Gomex, Univerexport.

Competition :

Third position on the Serbian coffee market, after Grand

kafe and Don kafe. Trying for the first place through low

prices and excellent quality of the coffee.

Mechanisms: :

Competition observation, POS material display, focus on

priority regions.




Srbija 2015

Project: OmKafa Full Merchandising support



Srbija 2015

BEFORE AFTER

Project: OmKafa Full Merchandising support



Srbija 2015

3.4Client:

Project:

InSistem Full Merchandising support

Enterprise :

Pioneering in the sale of grains and dried fruits

Goal:


competition monitoring, continuous supply and good exposure.

Results:

Monthly rounds: around 156 around

Total number of sales objects: 33

Results: product listing (over 30 products), improved sale, better

positioning, prime space in sales objects, clear positioning on

the market.



Srbija 2015

Project:

In Sistem Full Merchandising support

Goal:

Regaining the leading position on the market.

Regions:


Gradovi: 20

Beograd, Novi

Sad, Subotica, Niš,Kragujevac, Pančevo, Čačak, Smederev

o, Poţarevac, Jagodina, Leskovac, Sabac, Zrenjanin, Mlade

novac, B.Topola, B.Palanka, Valjevo, S.Mitrovica, Kraljevo,

Kruševac...

Sales channels: KA

Roda, Mercator HM

Competition:

Florida Bel and Marbo Produkt were not present on the

market for a good number of years when IN Sistem was the

leader.




Srbija 2015

Project: InSistem Full Merchandising support

BEFORE AFTER



Srbija 2015

3.5Client:

Project:

Repro Trade Full Merchandising support

Enterprise:

“Dobra ovsena kaša” is the best selling product, of the best quality and well

known in its category. Repro Trade chooses healthy, organic products, bearing

in mind the health of the consumers. Has over 150 bar codes for health food in

its assortment.

Goal:

Product listing, requisitioning, sale analysis, better positioning, sale boosting.

Results:



Results: market scanning, improved sale, better positioning, prime space in

sales objects.



Srbija 2015

Project:

Repro Trade Full Merchandising support

Regions:


Cities: 45

Beograd, Novi

Sad, Subotica, Niš,Kragujevac, Pančevo, Čačak, Smederevo, P

oţarevac, Jagodina, Leskovac, Sabac, Zrenjanin, Mladenovac,

Valjevo, S.Mitrovica, Kraljevo, Krusevac, Zajecar, Vranje, Uzice,

Vrsac, Kikinda, Sombor, Apatin, Vrbas, Kula, Indjija, Paracin…

Sales channels: KA

Roda, Mercator, Idea, Delhaize, Interex, Gomex, Univerexport

Competition:

„Da naravno”, PL and „Moja ovsena kasa” represent the only

competition. Their market share, quality and ingredient list are

way behind the Repro Trade assortment.

Mechanisms:

POS material display and parasite display shelves, suggesting

the slow-selling products, product condition inventory.




Srbija 2015

BEFORE AFTER

Projekat: Repro Trade Full Merchandising support



Srbija 2015

3.5Client:

Project:

Lomax Full Merchandising support

Enterprise:

Brand "LMX" is among the five leading brands in the domestic market in its

field. Besides LMX brands, Lomax Compnay is the exclusive distributor for

some of the most famous multinational companies - Johnson Wax, Colgate

Palmolive Adria and many others. The main activity is import and distribution of

consumer goods.

Goal:

Iincrease the presence of products in the KA stores and increase sales.

Results:




sales objects, requisition...



Srbija 2015

Project:

Lomax Full Merchandising support

Regions:

North, West, South, Belgrde

Cities: 8

Beograd, Novi Sad, Niš, Kraljevo, Čačak, Kikinda, Bačka

Topola, Sombor.

Sales channels: KA

Roda, Mercator, Idea, Delhaize, Interex, Univerexport

Competition:

“Becutan” on baby cosmetics assortment, all domestic brands

for regular cosmetics....

Mechanisms:

Parasite display shelves, suggesting the slow-selling

products, Oout of stock, product condition

inventory, suggestions for requisition.




Srbija 2015

3.5Client:

Project:

Kuč company Full Merchandising support

Enterprise:

“KUČ Company” is one of the famous milk producers in Serbia. Their products

can be seen in Russia, FYR Macedonia, BiH and Montenegro. Beside milk and

yogurth, this company is first in Serbia which officialy lanch product Paprika in

sour cream.

Goal:

Product listing, requisitioning, sale analysis, better positioning, sale boosting.

Results:




sales objects, product return listing.



Srbija 2015

Project:

Kuč company Full Merchandising support

Regions:


Cities: 45

Beograd, Novi Sad, Subotica, Niš,Kragujevac, Čačak,

Smederevo, Poţarevac, Jagodina,Šabac, Zrenjanin,

Mladenovac, Valjevo, Kraljevo, Kruševac, Uzice...

Sales channels: KA

Roda, Mercator, Idea, Delhaize

Competition:

IMLEK as lider on market, also Granice and Meglee.

Mechanisms:

Sthe slow-selling products, product condition inventory, Out of

stock.




Srbija 2015

3.5Client:

Project:

Mamas Full Merchandising support

Enterprise:

Domestic product from Macedonia with high quallity jar and delicious taste.

Traditional recipes for sweet and salt products with accent on chutney (ajvar).

Goal:

Screening market for Mamas products.

Results:



Results: market scanning and report



Srbija 2015

Project:

Mama’ s Full Merchandising support

Regions:

Belgrade

City: 1

Beograd

Sales channels: Delhaize

Competition:

Screening of MAMAS products after listing their products in

Delhaize system, checking number of faceing and prices for

each of MAMAS products.

Mechanisms:

Screening of MAMAS products after listing their products in

Delhaize system, checking number of faceing and prices for

each of MAMAS products.




Srbija 2015

4.0 PROJECTS

Loyalty



Srbija 2015

4.1Client:

Project:

Trade Loyalty Program – United Serbian

Breweries

Goal:

Raising the loyalty level among USB and retail

sale owners, improving the positioning, visibility

and stock supply of USB products in retail sale

Results:

Rounds total: 8340

Total number of retail sale objects: 1390



Srbija 2015

Regions:


Mechanism:

Every retail store visited twice a month

Communication:

Trade letter, booklet

Sales channel:

TT

Project:

Trade Loyalty Program – United

Serbian Breweries



Srbija 2015

Project: Trade Loyalty Program United Serbian Breweries



Srbija 2015

4.2Client:

Project:

Amstel Premium Pilsner & Jumbo peanut

sampling promo

Goal:

Boost the sales by implementing the „Amstel cross

category” promotion mechanism.

Results:

Rounds total: 217

Peanut sampling: 140.000 kesica



Srbija 2015

Regions:


Mechanism:

Jumbo 25 g peanut bag placed on Amstel bottle

(0.5 RGB and 0.33 l OWB)

Communication:

poster, shelf communication

Sales channel: KA

IDEA, Delhaize, Vero

Project:

Amstel Premium Pilsner & Jumbo peanut

sampling promo



Srbija 2015

Project: Amstel Premium Pilsner & Jumbo peanut sampling promo



Srbija 2015

4.3Client:

Project:

Amstel 3+1 Mistery shopper

Goal:

POS material display control in HoReCa channel

(table tent, poster, TV header)

Results:

Rounds total: over 800



Srbija 2015

Mechanism:

control of HoReCa interiors and

exteriors, photographing the displays as

well as elements without POS material.

Regions:


Cities:

Beograd, Novi

Sad, Kragujevac, Niš, Čačak, Kraljevo, Kr

uševac, Subotica, Uţice, Jagodina,Poţare

vac, Smederevo, Vršac, Zrenjanin...

Project:

Amstel 3+1 Mistery shopper



Srbija 2015

Project: Amstel 3+1 Mistery shopper



Srbija 2015

4.4Client:

Project:

Kafana Promo Zaječarsko and Pils Plus

Goal:

HoReCa channel consumer motivation to collect

beer caps and win valuable prizes

Results:

Rounds total: over 800

Cities: 68

Caps gathered: over 700.000



Srbija 2015

Mechanism:

• arranging the bottles and boxes on locations

where caps are to be collected

• gathering of bottles and boxes from the said

locations

• processing the gathered material

• awarding the owners of the restaurants

Regions:


Cities:

Beograd, Novi Sad, Subotica, Vranje,

Leskovac, Bujanovac, Kruševac, Smederevo, Novi

Pazar, Backa Topola...

Projectt:

Kafana Promo Zaječarsko and Pils Plus



Srbija 2015

Project: Kafana Promo Zaječarsko i Pils Plus



Srbija 2015

5.0 PROJECT

Branding



Srbija 2015

5.1Client:

Project:

Top Villages Branding - Zajecarsko beer

HoReCa restaurants branding - Montenegro

Results:

Serbia branding: 230

Montenegro branding: 6



Srbija 2015

Regions:

East, South, West, Danube, Central, Nor

th

Mechanism:

Replacing the old foil on shop windows

and doors

Cities:

Beograd, Novi Sad, Subotica, Niš,

Kragujevac, Čačak, Kruševac, Valjevo,

Poţarevac

Project:

Top Villages Branding - Zaječarsko

beer



Srbija 2015

Project: Belgrade HoReCa Branding - Zaječarsko beer



Srbija 2015

Project: HoReCa outlet Heineken Branding / Montenegro



Srbija 2015

6.0 THE PROJECT WE ARE

MOST PROUND OF

COCA COLA CLUB 2014



Srbija 2015

Project

Coca Cola Club 2014

Duration: 9 months

Countries: Serbia and Montenegro

Number of TT objects:Serbia 2500, Montenegro 150



Srbija 2015

Assignment:

• Mystery shoppers: Serbia - 8, Montenegro - 1

• Object scanning: survey, on the spot

• CC Club, Mystery shoppers gather information monthly at different time

frames - once a month.

• Every mystery shopper must be provided with a car

• Every car is furnished with GPS tracking device

• Software and dedicated web portal put up and maintained for daily

tracking/reporting during the project duration (afterwards, the software

ownership goes to CCH)

• Information transmitted through PDA device on daily bases in real time

by mystery shopper

• Prize ordering and delivery by mystery shopper from the ditribution

center in every region

• Monthly reports to CCH management on the ongoing process by the

SPV, reports on project implementation, ordering and prize delivery

• GPS reporting on monthly basis

• Since CCH is the distributor to Heineken brewery, the brewery also

participates with all its brands

Project

Coca Cola Club 2014



Srbija 2015

Center – Route

Center - ReportCenter - Photos

Center - Poll

SOFTWARE



Srbija 2015

PDA – POLL LAYOUT PDA - CREATING PICTURES PDA – INSIGHT CODEBOOK

PDA DEVICE AND APPLICATION



Srbija 2015

Position of mystery shoppers (during the whole project)

GPS CAR TRACKING REPORTING



Srbija 2015

Points are added on top of OBPPC and RED PoS defined for L&T

channel…

…with new booklet for customerswith detailed information…

…what was NEW in 2014?

ACTIVATED

1 Beer category participation

2 Additional points for POP placement

3 New prizes

Transition zone

Destination zone

CAPTURE ATTENTION EARLY

DRIVE ENGAGEMENT AND SHOPPABILITY

SSDNEXT ROSA NESTEA ENERGY

SSD 2L ROSA/NCB

SSD

1,25L/ 2x1,25L Next 1/1.5L Nestea1,5L Buci 0,2L Beer 0,5L

40 1010103010

• POSTER

• CARTOLINE• PRICE TAG

Impulse zone

ACTIVATE TO CAPTURE UNPLANNED PURCHASE

30 30

30 1025 3030

MUST HAVE 2 DOORS MUST HAVE SSD RACK

10050100 5050

POP

PBS

COOLERS SECONDARY POSITIONS

2.343

OUTLETS

GOLD1085

SILVER318

PLAT.206

BRONZE12

IRON0

GOLD319

SILVER374

PLAT.13

BRONZE16

IRON0

1621OLD

722NEWPlatinum 219

Gold 1404Silver 692Bronze 28

CC CLUB 2014 REPORTING



Srbija 2015

I II III IV V VI VII

FV 52.83% 61.96% 61.75% 56.61% 64.59% 61.54% 64.34%

0.00%

20.00%

40.00%

60.00%

80.00%

pe

rce

nta

ge

Criterion percentage for FV question by rounds


FD 26.95% 31.96% 32.62% 30.57% 35.54% 34.14% 36.32%

0.00%

10.00%

20.00%

30.00%

40.00%

pe

rce

nta

ge





Srbija 2015

COOLERS PERMANENT SECTIONS SECONDARY POSITIONS

Points for cooler door

2 115 200 ptsPoints for permanent sections

1 137 802 ptsPoints for secondary positions

1 978 185 pts

Average points per outlet per month302,49 pts

Average points per outlet for whole period1814,97 pts Points for permanent

sections171 720 pts

Points for cooler door527 750 pts

Points for POP57 360 pts




Srbija 2015


FV 52.83% 61.96% 61.75% 56.61% 64.59% 61.54% 64.34%

0.00%20.00%40.00%60.00%80.00%

pe

rce

nta

ge



FD 26.95% 31.96% 32.62% 30.57% 35.54% 34.14% 36.32%

0.00%

20.00%

40.00%p

erc

en

tage

Criterion percentage for FD question by rounds


POSM 22.23% 27.28% 29.83% 29.62% 36.98% 38.13% 38.91%

0.00%20.00%40.00%60.00%

pe

rce

nta

ge

Criterion percentage for POSMquestion by rounds




Srbija 2015

PHOTO REPORT

COCA COLA HELLENIC - HEINEKEN SERBIA



Srbija 2015

RESULTS

- MONTH TOTAL: 9

- MISTERY SHOPPER TOTAL: Serbia 8, Montenegro 1

- OBJECTS TOTAL: 2.730

- ROUNDS TOTAL : 24.540

- POINTS GAINED TOTAL : 1.100.000

- PRIZES PRESENTED: 8.000

RECOMMENDATIONS FOR: IMPROVEMENT IN PRIZE PRESENTATION

IMPROVEMENT OF LOYALTY CC CLUB PROGRAMME

SOFTWARE IMPROVEMENT

IMPROVEMENT AND EXPANSION OF OBJECTS DATABASE



Srbija 2015

7.0 PROJECTS

POS&POP



Srbija 2015

ALEVA ADPositioning suggestion for stripes / parasites in atypical places,

secondary positions



Srbija 2015

ALEVA ADShelf suggestion for

secondary positions in

KA objects



Srbija 2015

GRAND KAFA Strategy and creation of new visual and communication

standards for coffee display in retails



Srbija 2015

8.0 INNOVATIONS IN

MERCHANDISING



Srbija 2015

Merchandising Simulation.

Creation of 3D simulation of new shelving with

Product arrangement and interactive

walk-through and product viewing.



Srbija 2015

Flag Line.

Communicate whit your shelf more than your

Packaging can.



Srbija 2015

Interactive Merchandising.

Talking window.

Talking shelf.

POSM playing music

Shelves releasing perfume…

(We literally jump off of the shelf of create absolute visual and

audio enjoyment for the consumer)



Srbija 2015

CityLight store.

Be the first. Be ahead of the others.

Create your interactive shelves with the

application that allows shopping!



Srbija 2015

Thank you for your time.

Aleksandra Dubceka 26b,

11080 Beograd, Srbija

[email protected]

www.unitedmoment.rs

mailto:[email protected]

mailto:[email protected]

http://www.agencijamoment.rs

projekat je za en autorskim pravom u vlasništvu …...beograd tempo express 015 - jagodina...

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