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FIRST CONTACT
The brand and the expert do meet.
Product is tasted
Marketing is described
Price is evaluated
Packaging is tested
Availability is presented
Promotion ressources are listed At the end, both do act they want to launch together -
Deal signed
The deal will mention :
Price aspects
appro aspects
Resources available
- SKU
- POS furnitures
- HR salesmen, ambassador
- DIGITAL assets
- End of season plan
KPI :
- DV (number of POS that bought the product)
- DN (number of cases sold in global)
- POS distributed
- DIGITAL activated -
SKU created
The SKU must be created in distributor's ERP
LOGISTIC to provide for each SKU
Custom category
% alcool
Qualification
Size
Packaging
Pallet organisation
provider
transport MARKETING to provide for each SKU :
Product pitch,
visuals,
links,
productor history, BIo? Craft?, ... -
Period: to
Pre order time
During this time, the product arrival is annouced
Marketing publishes The brand will arrive next month, will you be the first to propose it?
Producer pres°
Product pres, tastings and samples. Ambassador present product to salesmen and first CHR
during week
Preorder promo
First pre-orders to buzz but also sharpen the first appro
APPRO : do analyse Horeca interest to reserve adapted space in the warehouse
PREORDERS should be considered with animation budget as they will be brand infl -
FIRST SKU RECEPTION / DISTRIBUTION
SKU are received in warehouse, they are directly included into week deliveries to pre order customers. -
Period: to
BRAND GROWTH
The focus now is on recurrency, Do customers buy again
If no, phone team do call and scout what did wrong
If yes, then we start to deal activation :
- DIGITAL Support
- POS animation (taste event, food pairing, ...)
- Menu presence (summer Menu) -
BAR IS DELIVERED
Once the bar is delivered, th distributor triggers :
Brand ambassador, Salesmen, Phoneteam
To contact the bar, make the bottles appear on shelves, on chalkboard and publish the product brief.
This can be triggered by delivery announce by ditributor.
Then , when product is in place, exposed, present on board and Barmen briefed :
It is now time to rock communication -
GOLD BAR ACTIVATION
Let see what steps can converge between a brand / CHR to boost?
Digital activation around the POS
Bar animation via ambassador
Menu presence -
Period: to
GOLD Bar / brand red wire marketing
This is a way to co create traffic :
The bar activates the brand
The distributor attests of brand presence and rotation
Brand finance brand paid digital promotion around the POS call to action : direction of the horeca -
Period: to
DN PROMOTION 1
2 CASES = POS FURNITURE
GLASSES, STICKING -
Period: to
DN PROMOTION 2
4+1 + ANNOUCEMENT ACTIVATION
If a customer re buy the product, then it is time to imagine more interractions
It is brand's job to present a référencement proposal in wich
considering permanent presence of the product, Brand will support mkg budget around pos -
Period: to
DN PROMOTION 3
MAY 1, 2023 – MAY 15, 2023
DN PROMOTION 2
10 cases = ANNOUCEMENT ACTIVATION
Now, the product has its consumers
- Brand is exposed on shelves and board
- The barmen are briefed
! Let invest in local, presential marketing If bar buys a "lot" then he gets activation support -
SUMMER SESSION FEEDBACK
It is time to evaluate performance :
- How many gold Bars ?
- How many recurrent Bars?
- What quantity every week?
- How will turn volumes in winter season ? What did go well ?
What should be enhanced ?