Marketing Program Guide

Transcription

1 2012 Marketing Program Guide January 4, 2012

2 Introduction... 3 Sales Trends... 3 Our Vision... 6 Our Mission... 6 Our Values... 6 Key Contacts... 6 Marketing Program Applications... 7 Application Process... 7 Period Highlights... 8 Commitments and Expectations... 8 Marketing Representatives Policy... 8 Marketing Programs ml Display Program... 9 At Cash Display Programs At Cash Program Cooler at Cash Program Added Value Program New for 2012 Shelf talker/neck tag Program Limited Time Offer Programs (LTO) Display Programs Chilled Product Program Digital Advertising Responsible Use Messaging In-store Tasting Program Supplier, Agent or Host Responsibilities Store Manager/Staff Responsibility New in 2012 Taste Station Other Opportunities January

3 Introduction The Prince Edward Island Liquor Control Commission (PEILCC) is a provincial crown corporation, reporting to the Department of Tourism and Culture. It is governed by a five member, government appointed board of commissioners and is responsible for the importation, distribution, wholesaling, retailing and regulation of beverage alcohol in the province. The 2012 Marketing Program Guide has been prepared in order to help provide agent and supplier partners with the information necessary to maximize marketing opportunities with the PEILCC. While you have been provided this copy for your ongoing use, the PEILCC will communicate changes with you electronically and encourage you to check the online version located on for updates. The PEILCC is committed to excellence in retail sales and will achieve this by: Providing opportunities for supplier programming throughout year Committing to having the necessary inventory to successfully execute marketing programs Continually updating retail locations to maximize sales opportunities Optimizing the SKU base to maximize sales volumes Sales Trends This document details the PEILCC s updated marketing programs, program periods and application process for PEILCC 2012 fiscal year (April 2012 March 2013). Marketing program fees have been aligned not only by store sales but also by monthly sales volumes as detailed in the following: January

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6 Our Vision The Prince Edward Island Liquor Control Commission will be recognized as a truly superior retailer in Prince Edward Island. We will achieve this through quality products, modern technology and increased services. We will always strive for the best possible value for our customers, staff and other stakeholders. Our Mission The PEI Liquor Control Commission regulates the sale of beverage alcohol under the authority of the Liquor Control Act. It manages the distribution of alcohol by: operating in a socially responsible manner; achieving the revenue goals of the Provincial Government; providing suppliers with controlled access to the marketplace on a fair basis from modern, attractive venues; encouraging responsibility and moderation in the consumption of beverage alcohol; and providing its employees with equality of opportunity and increased training programs that assist in the individual's personal development and in the Commission's overall customer service strategy. Our Values Moderation - We promote responsible use as a way of life. Quality Service - We take pride in the quality of our work. We strive for excellence in caring for our customers, suppliers and one another. Continuous Improvement - As a retailer, we welcome change. We are committed to continuous improvements to all our services. Integrity and Fairness - We take responsibility and are fully accountable for our actions, decisions and behaviour. We meet our commitments and obligations to co-workers, customers and business partners. We are open, honest and fair. Importance of People - We are committed to fostering a positive workplace that builds teamwork and mutual respect and encourages individual development. Focus on Results - We are committed to getting the job done and improving our productivity levels. Key Contacts Please direct any questions regarding marketing programs and promotional opportunities to the following: Danny MacDonald Marketing Coordinator Phone: (902) ddmacdonald@gov.pe.ca Andrew MacMillan Category Manager, Beer and Spirits Phone: (902) abmacmillan@gov.pe.ca Jean-Sebastien Morin Category Manager, Wine Phone: (902) jsmorin@gov.pe.ca You can reach the PEILCC by fax by dialing (902) January

7 Marketing Program Applications Various marketing program opportunities are available throughout the year, the details of which are outlined in this document. Interested suppliers are invited to complete a Marketing Program Application Grid which can be found on our website Application Process Marketing Program Application Grids can be submitted for any of the available program periods outlined in the Marketing Program Timeline. Submissions must be received as detailed in the Program Application Deadline column below. The PEILCC will review applications and provide Program Approval Notification by the dates noted below. Upon notification, agents and suppliers will submit marketing materials by the POS Submission Deadline for approval. POS approval will be provided by the PEILCC on or before the POS Approval Date. The POS to Warehouse dates have been indentified to ensure that POS materials will be available in our retail outlets in time to properly execute each marketing program. Current inventory and lead times for product delivery should be taken into consideration when submitting Marketing Program Application Grids to ensure sufficient stock is available to maximize the benefit of the program. The following table defines important marketing program application dates. Period Program Dates Marketing Program Timeline Program Application Deadline Program Approval Notification POS Submission Deadline POS Approval Date POS to Warehouse 1 April 1 May 1, Dec-11 3-Jan-12 1-Feb-12 3-Feb-12 5-Mar-12 2 May 2 29, Dec-11 7-Feb-12 1-Mar-12 2-Mar-12 2-Apr-12 3 May 30 June 26, Dec-11 6-Mar-12 2-Apr-12 6-Apr-12 1-May-12 4 June 27 July 31, Mar-12 3-Apr-12 1-May-12 4-May-12 4-Jun-12 5 August 1 28, Mar-12 1-May-12 1-Jun-12 8-Jun-12 3-Jul-12 6 August 29 October 2, Mar-12 5-Jun-12 3-Jul-12 6-Jul-12 1-Aug-12 7 October 3 November 13, Jun-12 3-Jul-12 1-Aug-12 3-Aug-12 4-Sep-12 8 November 14,2012 January 2, Jun-12 7-Aug-12 4-Sept-12 7-Sep-12 1-Oct-12 9 January 3-29, Sep-12 2-Oct-12 5-Nov-12 9-Nov-12 3-Dec January 30 February 26, Sep-12 6-Nov-12 3-Dec-12 7-Dec-12 2-Jan February 27 March 31, Sep-12 4-Dec-12 2-Jan-13 4-Jan-13 4-Feb-13 *POS includes signage, neck tags, shelf talkers any other promotional material. January

8 Period Highlights As the PEILCC marketing calendar continues to develop, five periods have been highlighted where additional investments are planned in POS and merchandising to improve the customer shopping experience. Agents and suppliers are encouraged to explore the following opportunities and submit programs that support these initiatives for each occasion. Period 2 Festival of Wines The wine category has been growing as PEILCC customers continue to evolve in their understanding of the category and our offerings. The focus during the 2012 Festival of Wines will be to bring more people to the category, provide the opportunity to try new items and our feature country of Argentina. Periods 4&5 - Summer Programming PEI is a great place to be during the summer; many people are on vacation and have discretionary income to spend. PEILCC stores will be merchandised to drive sales and up sell customers. Periods 4 and 5 provide key selling time for a specific program designed with prizing and increased chances of winning when buying specific items. Period 8 - PEILCC Gift cards November and December are the biggest months for PEILCC to sell gift cards. Stores will be merchandised to capitalize on the holidays. Seasonal items and sales opportunities will be an important part of the period 8 merchandising. A program will be designed to encourage customers to include PEILCC gift cards in their holiday shopping. Period 11 - March Madness The focus in March will be to drive PEILCC volume. This is a month where 6% of our annual sales are done and there is an opportunity to increase this. PEILCC stores will be merchandised with programs that drive volume by customers while respecting social responsibility guidelines. Programming will explore creative options to introduce customers to new categories and new items. Commitments and Expectations The PEILCC commits to providing the highest quality service to our suppliers and partner. Approved marketing programs will benefit from: On-time implementation of displays and other marketing program materials Proper positioning of all display opportunities Proper positioning of all Point of Sale (POS) materials In order to ensure the success of approved marketing programs, the PEILCC: Expects that suppliers will forward ample signage for each retail outlet participating in marketing program(s). Commits to carrying sufficient inventory to ensure the success of each marketing program. Category managers are available to meet with agents and suppliers to help maximize opportunities to market your products and to determine programs to help execute and maximize marketing strategies. Marketing Representatives Policy All suppliers and agents that work in the Prince Edward Island marketplace are required to register with the PEILCC. There is no fee to register as an agent. All applicable rules, regulations and responsibilities are available on our website at January

9 Marketing Programs The PEILCC has a variety of marketing programs available for 2012 and is open to discussing other mutually beneficial opportunities. The following programs are available for the program periods outlined on page 7 of this document. Invoices will be issued to applying agents upon program completion. Pricing is based on display opportunity and further by period, size and number of locations. Where an opportunity is not available in all 19 locations, the list of stores appears in order by sales. 200 ml Display Program A separate display space for 200ml format products is available near the point of purchase in 10 PEILCC retail outlets. Twelve (12) SKUs available per display unit. The PEILCC provides display units for these impulse purchase items. The selection of 200ml format products is based on the following factors: Seasonal themes Profitability/Sales potential Inventory levels Impulse in nature Program support NEW for This is now an annual program and has been increased to twelve (12) SKUs. Program Period Cost (per SKU) April March $1000 Eligible products: 200ml Spirits Locations: Oak Tree Place, West Royalty, Stratford, Granville Street, Waterfront Mall, Cornwall, Montague, Queen Street, Souris and Tignish (10) January

10 At Cash Display Programs At Cash Program Displays of 200ml and/or 375ml products can be made at cash. Cash stacker units must be provided by the agent/supplier. One space available per program period. The selection of 200ml/375ml format products is based on the following factors: Seasonal themes Profitability/Sales potential Inventory levels Impulse in nature Program support Eligible products: 200ml/375ml formats Locations - All 19 Retail Outlets Program Period Cost (per SKU) 1 $ Cooler at Cash Program Open faced coolers are located at cash for impulse Single Serve products which are typically refrigerated. Nine (9) SKUs are available per retail outlet. The selection of Cooler at Cash products will be based on: Category strategy Seasonal themes Profitability/Sales potential Inventory levels Program support New for 2012 Where applicable, suppliers will change their products on this display monthly to adapt to seasonal trends. Products will be submitted with quarterly program applications. Program Period Cost (per SKU) April-March $4800 Eligible products: Single Serve Beer, Ready to Drink, Cider and Wine Locations: Oak Tree Place, West Royalty, Stratford, Granville Street, Waterfront Mall, Cornwall, Montague, Kensington, North Rustico, Queen Street and Borden-Carleton (11) January

11 Added Value Program Both liquid on and non-liquid added value options are available as part of this program. The supplier or agent is responsible to ensure timely order and shipment of added value items to the PEILCC warehouse. There is no additional charge for delivery to the retail outlets. Promotional items for approved programs will be: Tamper proof In the event that items will be attached to another product, promotional items will be attached/removed by PEILCC staff in schedule with timing of the program Provided with attachment mechanism Subject to the following fees o Formats no larger than 200ml Subject to a $0.20/unit handling fee (liquid on liquid) Subject to a $0.10/unit deposit (liquid on liquid) Handling fees applicable to beverage alcohol added value only All liquid on liquid subject to deposit Other format opportunities will be handled on an individual basis Received by the PEILCC four (4) weeks in advance of the scheduled promotion period. Please contact Dave Stewart (902) or dlstewart@gov.pe.ca to notify of added value shipments. Program Period Cost (per SKU) 1 $ Eligible products: All categories excluding economy added value on economy product. Locations: All 19 retail outlets January

12 New for 2012 Shelf talker/neck tag Program On shelf promotional materials can generate interest and help to differentiate products. Promotion in this manner can include but is not limited to shelf talkers, neck tags and pad bound promotional materials. These items can be used to communicate product accolades, supplier managed contests, recipes, pairing and general product details. Maximum dimensions for shelf talkers are 4 x5 with no more than a 2.5 in flap. All materials under this program require prior approval and follow the Application Process set out on page 7 of this document. Program Period Cost (per SKU) 1 $ Eligible products: All categories Locations: All 19 retail outlets January

13 Limited Time Offer Programs (LTO) Suppliers are invited to provide discounts as a Limited Time Offer. Suppliers must ensure that Limited Time Offer pricing does not fall below the Social Reference Pricing (SRP) as noted in the table below. Spirits Format Social Reference Pricing (SRP) 375 ml $ ml $ L $ L $ L $85.99 Wine 750 ml $9.99 1L $ L $ L $ L $ L $37.99 Program Period Cost (per SKU) 1 $ Eligible products: All categories Locations: All 19 retail outlets LTO fees for wines 750 ml only are prorated based on the regular retail as follows: Up to $14.99: 100% of LTO Fee $ $19.99: 50% of LTO Fee $20 and over: 0% of LTO Fee New in 2012 (revised threshold) January

14 Display Programs The PEILCC offers category specific display opportunities to feature products throughout our retail outlets. Floor Displays Program Period Premium Mass Display (2 spaces available) Floor Display 1 (2 spaces available) Floor Display 2 (2 spaces available) 1 $2000 $1500 $ Locations All 19 retail outlets Oak Tree Place, West Royalty, Stratford, Granville Street, Waterfront Mall, Cornwall and Montague NEW in 2012 Queen St (8) Oak Tree Place, West Royalty, Stratford and Granville Street NEW in 2012 Montague and Waterfront (6) % of PEILCC Sales 100% 71% 62% SKU limits Please contact Category Manager for opportunities in excess of 4 SKUs Eligible categories: All products in all categories Premium Mass Display January

15 Spirit End Aisle Displays Program Period Premium Spirit End Spirit End 1 (3 spaces available) Spirit End 2 (2 spaces available) 1 $775 $525 $ Locations All 19 retail outlets Oak Tree Place, West Royalty, Stratford, Granville Street, Waterfront Mall, Cornwall and Montague NEW in 2012 Queen Street, Kensington, Alberton and O Leary (11) % of Spirits Sales 100% 74% 64% per PEILCC stores SKU limits 4 SKUs 4 SKUs 4 SKUs Eligible products: All spirit products Oak Tree Place, West Royalty, Granville Street, Waterfront Mall and Cornwall, NEW in Montague, Queen Street and Kensington (8) Premium Spirit End Display January

16 Wine End Aisle Displays Program Period Premium Wine End (1 per store) Wine End 1 (3 per store) Wine End 2 (2 per store) 1 $550 $250 $ All 19 Retail outlets Oak Tree Place, West Royalty, Stratford, Granville Street, Waterfront Mall, Cornwall and Montague NEW in Alberton, O Leary, Kensington and Queen Street (11) Oak Tree Place, West Royalty, Stratford and Granville Street, NEW in Queen Street and Montague (6) % of total PEILCC wine sales 100% 86% 70% SKU limits 4 SKUs 4 SKUs 4 SKUs Eligible products: All wine category products Premium Wine End Display January

17 Chilled Product Program In addition to the Cooler at Cash Program, the PEILCC offers the following opportunities to promote products in refrigerated areas within our retail outlets. Revisions to the Chilled Product Program for PEILCC Fiscal 2012 include: 12 month program period with option to change product upon PEILCC approval Each facing is based on a 750ml format o Other formats i.e. 1.5L and boxed wines will be pro-rated according to package size Guaranteed SKU facings in Top 7 PEILCC retail outlets o The remaining outlets will accommodate participating SKUs based on space availability FACINGS RETAIL OUTLETS 4 Facings Oak Tree Granville Street West Royalty Stratford 2 Facings Waterfront Mall Cornwall 1 Facing Montague Category Spirit Wine (less than $15) Wine ($15 and over 750ml only) Annual Program Fee $700 per SKU 700 per SKU 350 per SKU January

18 Digital Advertising Digital advertising provides suppliers and other vendors with the opportunity to advertise static or short video advertisements on high definition flat screen televisions located at or near the point of purchase. Both Responsible Use and general advertising are available using this medium. Static advertising specifications: Ad size 10 x 7.5 at 72 pixels per inch (PPI) RGB (.jpg) Imported images must be at least 72 PPI Saved at highest possible quality Responsible Use Messaging Program Period Program Fee April - March $ Includes 2 slides per loop Eligible categories: All Locations: Cornwall, Montague, Oak Tree*, Stratford*, West Royalty* and Granville Street (6) Please contact Mark Simmons, Synergy Screens fore@rogers.com or (902) for details on other advertising opportunities. *Denotes those locations with 2 screens. January

19 In-store Tasting Program In-store tastings provide an excellent opportunity to allow customers to sample products they may not have normally purchased. All product categories are eligible for in-store tastings. Supplier, Agent or Host Responsibilities It is the responsibility of the supplier, agent or host to: Purchase product from Retail Outlet. Ensure no advertising of any form including but not limited to print, radio, television, online will be made to promote the in-store tasting session. Notices can be posted within the participating retail outlet during the scheduled tasting time(s). Verify inventory levels of tasting products with the store manager prior to the tasting. Assemble and dismantle the tasting station/booth. Ensure all necessities for the tasting session including product, cups, table cloth, napkins are available and that the tasting station is clean and tidy with appropriate waste containers at all times during the tasting sessions. Provide recipe cards or any other display material (e.g. posters, danglers, backer cards) to highlight the products being tasted. Monitor sampling and safeguard against the sampling by minors or intoxicated persons. Ensure that opened product in not left unattended at any time. Assume responsibility for any liability arising as a result of the tasting. Contact both the Marketing Cooridnator and the Store Manager in the event of the need to cancel. Please provide 24 hours notice of cancellation. Store Manager/Staff Responsibility It is the responsibility of PEILCC Store Managers and Staff to: Ensure appropriate amount of product being sampled is available Ensure adequate space is available in a highly visible area to maximize the opportunity Monitor the amount of product sample poured and the safekeeping of the open product in the event the tasting continues for a following day Communicate and ensure staff understand that they cannot participate in in-store tastings Ensure that supplier representatives conduct themselves in a professional manner and adhere to their responsibilities outlined above. Manager have full authority at any time to cancel a tasting session for non-compliance with these responsibilities or the PEI Liquor Control Act regulations Complete and forward a Tasting Report to the PEILCC Head Office detailing the name of the agent, the product sampled and the overall conduct of the agent responsible for the tasting. In-Store Tasting Sessions Days and Times Days Times Monday to Saturday 12:00 4:00pm and 4:30 8:30pm Sunday 1:00 5:00pm Tasting Measures Product Category Measure Wine 1 oz/30 ml Beer 1 oz/30 ml *Spirits ½ oz/15 ml Cooler/RTD ½ oz/15 ml Cider 1 oz/30 ml Cost per Tasting session: $25 *Spirits ½ oz (15ml) to 1.5 oz (45ml) of non-alcohol in a 2 oz sample. 3:1 of non-alcohol mix to alcohol. January

20 New in 2012 Taste Station The PEILCC is pleased to offer opportunities for wine tasting using the Winegate WineStation. Interested agents and suppliers can effectively feature their wine in a method that: Professionally showcases the product (correct serving temperature and inert gas protection from oxidization) Removes the need to secure staff and supplies for in-store tastings Cost per period/sku/location: $25 + Landed Cost + Taxes (PHT, PST and GST) Location: Stratford Eligible products: 750ml format (no Sparkling wines at this time), $15+ retail Program details Typically 2-3 bottles used per location, per period Limit of 4 red and 4 white wine SKUs per period Agents must provide a brief description for any products participating in this program. Details will be used for product knowledge training and will be sent out to registered Taste Station cardholders via newsletter Additional locations to become available during PEILCC Fiscal 2012 Other Opportunities The PEILCC is open to discussing marketing opportunities not outlined in this document and invites interested suppliers to make contact to discuss other marketing options. January