Who plans the category at POS?

Transcription

1 Who plans the category at POS? European Tomato Forum M. van Arendonk, 2. Juni 2017

2 Greenco: Passion and Innovation for a Long and Happy life History Who are we: Mission, Ambition & Core Values CSR Campaign of Greenco Shopper journey Tommies activities Conclusion Content

3 In 2005 two growers found an interesting small tomato. They launched it as a unique children s concept: 'healthy snacking The name Tommies was given to the product and a clown was added to complete the brand s image The first packages (bags) were introduced in retail in 2006 In the past 10 years, Greenco has grown rapidly and the term snack vegetables has become a household name Greenco The start

4 Organization 5 Managing Partners + 1 CEO Each with his own specialism, all with the same vision Mission Statement We use organic ingredients our innovation and passion to develop a social responsible contribution for perfectly healthy food and a conscious lifestyle. Passion and innovation for a long and happy life Core Values Vakmanschap (Craftsmanship) Innovatief (Innovative) Pragmatisch (Pragmatic) Eigen koers varen (Headstrong, Willful) V I P E Ambition To be an international grower, marketer and seller who: Grows high-standard natural products Puts the customer at the center of all business operation Is continuously innovating Acts socially responsible Has a leading position in the market for snack vegetables Has (a) strong brand(s) that consumers favor Greenco: Mission statement, Values and Ambition

5 Corporate social responsibility at Greenco At Greenco we strive for the highest quality and best possible taste for our minivegetables. We see Corporate Social Responsibility (CSR) as an integral part of this endeavour. This rationale is applied throughout the organisation, from production to packaging and marketing of our products. How we take our responsibility together

6 From product- and production oriented Towards market-, brandand consumer oriented Fundamental decision 2012

7 With the campaign to make mini vegetables big, Greenco shows consumers the many benefits of snack vegetables aiming to structurally contribute to a healthier country. The essence of the campaign is to make being healthy, easy and fun. This is done by Tommies, the brand that means happy vitamins every day. Making mini vegetables BIG and people healthier Retail Work On the go Sports School Campaign of Greenco

8 The focus of Instore is on routing, presentation and other activation to accumulate actual purchases at the place of sale POS: the last moment in the decision making process within the shopper journey

9 Big difference between departments on the shopping floor

10 Tommies is a 360 brand and has different kind of activities with different targets Price Actions Target: attracting new customers Point Of Sale Target: inspiration, temptation, conversion Live cooking & tastings Target: trial, fun at the shopfloor Online: social media Inspiration Introduction new assortment Target: surprising customers, abroad category With the brand Tommies we want to bring more experience to the shelf

11 All activities for Tommies have to fit with the Brand Key All activities for Tommies have to fit with the Brand Key

12 Sales activation: TomGuard Stimulating customer loyalty by rewarding loyal customers with a handy gift Extra volume by attracting new customers Sales action in cooperation with retail Activity with premium TomTrom

13 Introduction Tommies the basis for Attention to new concept: Display XL incl. top card Cashback action Result More attention to the products High sales results Concept launched in cooperation with the retailer Introduction Tommies: the basis for

14 Stickers on the lid Attention at the shelf To position Tommies as a brand with knowledge Activation in cooperation with the retailer Idea comes from Tommies Relieves the retailer Final decision is up to the retailer Stickers on the lid

15 Christmas activation (win action) Sticker on the lid Online activation (website & Facebook) Result Activity on the shelf Online conversion Christmas activation Activation in cooperation with the retailer Idea comes from Tommies Relieves the retailer Final decision is up to the retailer

16 Ludic activation Twizzy (small car) at a second placement in the store Result High sales results More attention to the products Concept launched in cooperation with the retailer Twizzy

17 Greenco and the retailer share the same vision: making mini vegetables big Making people healthier Generate more sales We achieve this through: Support and storytelling (POS) Innovation based on changing eating moments and eating habits We try to develop as many activities as possible in cooperation with the retailer, but eventually The retailer always has the final decision, because it s always part of the overall category (category management)! Conclusion

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