INTERNATIONAL PLANOGRAM GUIDELINES

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1 INTERNATIONAL PLANOGRAM GUIDELINES

2 INTRODUCTION

INTRODUCTION GUIDELINE INTRODUCTION This is an overall guideline on best in class standards, but will not cover all possible scenarios or shelf formats.

3 INTRODUCTION GUIDELINE INTRODUCTION This is an overall guideline on best in class standards, but will not cover all possible scenarios or shelf formats. Principles and practices should be applied based on portfolio, sales velocity, and customer requirements. All planograms shown created in JDA Space Planning Software. AVERAGE RETAIL SHELF THE AVERAGE CENTRAL EUROPE MALE: MARCUS AVERAGE IMPULSE COOLER 2,2 Meters 2,0 Meters 1,78 Meters

4 INTRODUCTION SHELF INTRODUCTION Within this guideline the shelf shown always represents only energy category space. Highest sales/priority shelves are at eye level with a clear line of sight. First Seen = First Sold. Always take into consideration how moving products up or down shelves can impact sales. MEDIUM/LOW VALUE SHELF HIGHEST SALES SHELVES HIGHEST SALES SHELVES MEDIUM SALES SHELVES MEDIUM SALES SHELVES MEDIUM/LOW SALES SHELVES S LOWEST VALUE SALES SHELF MEDIUM/LOW SALES SHELF LOWEST VALUE SALES SHELF

5 GUIDELINE PRINCIPLES

6 1 SHOPPER DIRECTION RED BULL IS LEADING BRAND IN ENERGY CATEGORY Red Bull Brand should always be the leading brand in the Energy Category space. Take into consideration the most common shopper flow in you customers stores.

7 2 STRIKE ZONE RED BULL IS ALWAYS IN THE STRIKE ZONE Strike Zone starts at eye level, based on average of male + female height. Full Strike Zone goes from waist height to top of head In the strike zone = The signpost brand. 1.7m 1.1m

8 3 STAIR STEPPING STAIR STEP CAN SIZES, LEFT TO RIGHT Stair stepping is critical to increasing awareness of our large can sizes. RETAIL: Always stair step, going left to right, grouped by product variants IMPULSE: Always stair step, unless you can add a shelf to cooler by not stair stepping

9 4 VARIANTS & MULTIPACKS ENERGY DRINK IS KING Red Bull Energy Drink is KING and must stay in the strike zone. Goal is to make shelf as easy to shop as possible, easy to compare products, and reduce eye travel time to find products.

10 5 HORIZONTAL VS VERTICAL BRAND BLOCKING 1 BAY BRAND BLOCK IN A RECTANGLE, FILLING SHELF IN 1 BAY FIRST Keep all Red Bull products within shoppers visual field and arms reach through rectangle blocking. Rectangle Blocking = First block horizontal filling 1 bay, then fill shelves vertically above and below creating Brand Block. Avoid stretched vertical shelving of products and separating multi-packs.

11 5 HORIZONTAL VS VERTICAL BRAND BLOCKING 2 BAY BRAND BLOCK IN A RECTANGLE, FILLING SHELF IN 1 BAY FIRST Filling 1 bay keeps products within arms reach and within one strike zone. Avoid long horizontal shelving, stretching products across multiple bays and therefore out of arms reach.

12 5 HORIZONTAL VS VERTICAL BRAND BLOCKING VARIANTS PRODUCT BLOCK IN A RECTANGLE, FILLING SHELF IN 1 BAY FIRST Brand Blocking rules also apply to our products. Try to keep products together based on type (Diet/Flavor/Original). This applies for retail, impulse, and coolers. REFUEL COOLER

13 6 DECISION TREE DECISION TREE Take into consideration your shopper decision tree when generating planograms. Stick to the standard planograms unless you have decision tree research to back a new planogram. VARIANT SIZE - MULTIPACK SIZE VARIANT MULTIPACK VARIANT SIZE Example: New shopper research in your market shows size is the first consideration. Therefore now all 250ml cans have been grouped together first. MULTI-PACK

14 7 NEW SKUS SPACE FOR INNOVATION Innovation must always gain incremental space on the shelf and we must keep Energy Drink s space. All products should have a minimum of 2 facings. When possible, over-space new products to gain maximum shelf presence. Always aim to gain incremental space when launching new products.

15 RETAIL

16 RETAIL RETAIL 1 TO 2 SHELVES When moving to multiple shelves, take into consideration how to create variant blocks. Try to keep all the products in the strike zone as much as possible. Space and facings per variant should be based expected markets sell-out rates to avoid future out-of-stock issues.

17 RETAIL RETAIL 3 TO 4 SHELVES As more products are added, we try to keep multi-packs as close as possible to their single can counterparts.

18 RETAIL RETAIL 5 TO 6 SHELVES Energy Drink is KING and always maintains placement on top priority shelves.

19 RETAIL RETAIL FULL BAY The top shelf in this planogram is high (>1.80 Meters) and therefore not filled until the end. Always take into consideration the height and visibility of your customers unique shelf setup.

20 IMPULSE

21 IMPULSE 1 SHELF, 1.5, TO 2 SHELVES Always take into consideration your customers cooler sizes and where the product sits in relation to the strike zone. Products should be placed closest to the door handle. In these examples the door handle is on the left. NOTE: Impulse examples shown represents a shorter planogram versus previous retail examples.

22 IMPULSE 2 SHELVES TO 4 SHELVES 2 shelves to 3 shelves, moved Editions and Sugarfree to the top to keep together all of Energy Drink in a product block. 4 shelves: we are now keeping Editions and Sugarfree on the top shelves. Space and facings per variant should be based on your expected sell-out rates.

23 IMPULSE 5 SHELVES & WHEN TO NOT STAIR STEP In this example we are able to add an entire shelf of Red Bull by removing stair stepping from every shelf. However we do not recommend splitting shelves based solely on can size. 1 Shelf added by reducing the shelves with stair stepped cans.

24 IMPULSE AGAINST GUIDELINES Filling shelves based on solely on can size is against guidance. We must maintain stair stepping as much as possible. Do not stretch Red Bull products across two separate cooler doors. 250ml 355ml 473ml

25 RED BULL COOLERS

COOLER CODE: 1401-133-000 REFUELER COOLER General Cooler Principles: Bring in Innovation from the top.

26 COOLER CODE: REFUELER COOLER General Cooler Principles: Bring in Innovation from the top. Multi-packs shelved on the bottom. Space and facings per variant should be based on your markets sell-out rates.

COOLER CODE: 1401-136-000 FAST LANE GLASS DOOR COOLER Placement of larger can sizes can be impacted by shelf move-ability, but

27 COOLER CODE: FAST LANE GLASS DOOR COOLER Placement of larger can sizes can be impacted by shelf move-ability, but stair stepping should be maintained when possible. Space and facings per variant should be based on your markets sell-out rates.

COOLER CODE: 1401-146-000 COUNTER TOP GLASS DOOR COOLER The number of facings of each variant can be based on

28 COOLER CODE: COUNTER TOP GLASS DOOR COOLER The number of facings of each variant can be based on your markets off-take. Not every variant has to be in the small coolers. #1 Priority is to ensure no Out-Of-Stock.

COOLER CODE: 1401-128-000 FAST LANE OPEN FRONT COOLER In this example, large cans

29 COOLER CODE: FAST LANE OPEN FRONT COOLER In this example, large cans only fit on the bottom shelf. Therefore 4-packs have been split across two shelves.

30 MIXED COOLERS / PROFIT ZONE PROFIT ZONE COOLERS Focus on placing top selling products first, not all variants are required. Red Bull Energy Drink should always be placed on the most visible shelves.

31 TEMPORARY PLACEMENTS

32 TEMPORARY DISPLAY TEMPORARY DISPLAY GUIDES Single Can Temporary Displays: Do not mix all variants on a loose can temporary displays. Variable sell-out of different products will cause displays to be ineffective after the fastest selling product sells out. Always focus on placing the top selling product first. After just a few days the top selling products are sold, leaving slower moving on top, blocking the bottom rows.

33 TEMPORARY DISPLAY TEMPORARY DISPLAY GUIDES 4-Pack Displays: Do not mix more than Energy Drink and Sugar Free. Instead: place multiple small temporary displays side by side with variants.

34 TEMPORARY DISPLAY TEMPORARY DISPLAY GUIDES To place Editions, either use their own standalone temporary displays or the temporary display with shelves. It is ok to mix products in one display when it is full cases stacked: Example on the far right could have a case of Sugarfree on the right.

35 For more information, please contact Daniel Schneider Jr. V1 November 2015

The Importance of Fronting Products on the Shelf

The Importance of Fronting Products on the Shelf Why is a fronted, well organized shelf so important? Shelf Organization and Purchase Consumers always prefer to shop a well organized shelf in any store.