copyright © 2009 metro cash & carry international gmbhmember of metro group metro cash &...

Copyright © 2009 METRO Cash & Carry International GmbH Member of METRO Group

METRO Cash & Carry Russia – In-store marketing of Fish and Seafood

Moscow, October, 28th, 2010

Member of METRO GroupMETRO Cash & Carry International GmbH

3 METRO Cash & Carry Russia

6 Customers and assortment

8 Our marketing strategy for Fish and Seafood

Agenda

Member of METRO GroupMETRO Cash & Carry International GmbH 3

METRO Group is in TOP 500 World’s largest companies (Fortune Global 500)

METRO Group – general data

Member of METRO GroupMETRO Cash & Carry International GmbH 4

Over 670 stores in 31 country of the

world*

Total trading space - 5,3 mio sq. m

More than 106 thousand employees

Sales in 2009 € 31 bln

METRO Cash & Carry – international leader in wholesale trade

* As of 23 March 2010 г.



Sales in 2009, bln euros Employees by 01.10.2010Quantity of METRO Cash & Carry stores by 01.10.2010

2,6* 13 000 52

METRO Cash & Carry in Russia

* Calculated based on local currency to eliminate exchange rate distortions



METRO Cash & Carry‘ CUSTOMERSMETRO Cash & Carry‘ CUSTOMERS

HoReCaHoReCa TRADERSTRADERS Offices, service companies, etc.Offices, service companies, etc.

METRO Cash & Carry Russia – customers


DESTINATIONDESTINATION

SEASONAL/ OCCASIONALSEASONAL/ OCCASIONALCONVENIENCECONVENIENCE

PREFERREDPREFERRED

METRO Cash & Carry Russia – assortment strategy

Category role: Destination

Category very important for the key customers

Category for which the seller is seen as the best possible source

“If I shop in this category, I go there”

Category for which METRO aims for an above average market share

Dedicated METRO resources for this type of category


Product Place Price Promotion

Full assortment Optimal placement Leader High level of activity

Best choice in market Large space Best value for the customer

Frequent advertising

Sub-categories High customer frequency

Multiple channels

Strong segmentation Long contact time Individual adjustment

All brands/articles

METRO Cash & Carry Russia - Fish marketing strategy

Strategic elements of Destination Department

Destination category’s functions:

Traffic building

Excitement creation

Image creation


Product

QUALITY

CUSTOMER FEEDBACK

OWN BRANDS

ASSORTMENT

Assortment group Quality strategy

Chilled fish No compromise

Delicatessen fish and caviar

First price assortment + top quality assortment

Frozen Fish Shift to high quality assortment

Own Brand Positioning

ARO First price

HoReCa Select Value brand -professional solution for HoReCa customers

Fine Food Quality value brand

*Supplier must conform to the IFS or GFSI standards


Oysters, prawns

River / Sea fish fillet Exotic fish

Sea whole fish

River whole fish

Salmon, trout

Processed salmon, trout

(steaks, medallions)

Fis

h D

elic

ate

ss

en

(sel

f s

ervi

ce)

Water Tanks

Professional main flow Private needs flow

Place

127 SKU of chilled

and alive fish

Scales Scales


Place

Sea Sea Sea Sweet

Sweet Sweet Sweet Sweet

Exotics sold by eyes and by smell

Full load of the aquariums

Lighting of the water tanks

“Meet your meal”

Alive goods


Place

Strong competition in Delicatessen subcategory

Vast quantity of the suppliers

Abundance of alike goods

Own Brands control mechanism

Control of the store staff

Common storage conditions

Planogram’s functions:

• Guiding the customer

• Selling the store-focus goods

• Moving the sales

• Helping to track the stock

• Increase of impulse sales

Delicatessen goods


Pricing

HoReCa:

Flexibility (daily price changes)

Not branded goods

Availability of goods and reliability of prices

Trader:

Assortment sustainability

Weak brand dependency

Bulk offers

Competitiveness

SCO:

Assortment sustainability

Brand dependency

Competitiveness


Promotion

PROMOTION

INCREASE NUMBER OF CUSTOMERS

INCREASE CUSTOMERS’ LOYALTY

ATTRACT NEW CUSTOMERS

Specialized catalogues

“Crazy price” promotion

“Dokazano” (Proved) promo

Own Brand catalogue

Customer-targeted Metromail

BTL means (master-class, degustation)

POS-materials to support Own Brand customers


Contact

Andrey Ignatov

Category manager Fish & Seafood

METRO Cash & Carry RussiaLeningradskoe Shosse, 71G

125445, Moscow

Russia

Phone: +7 (495) 981-18-45Fax: +7 (495) [email protected]

© CopyrightThis concept is intended only for the purpose of presentation and is the intellectual property of METRO Cash & Carry Russia. Passing on to third parties as well as the use and exploitation of the presentation either in whole or in part is expressly forbidden.

copyright © 2009 metro cash & carry international gmbhmember of metro group metro cash &...

Documents