Consolidated sales 2004 : 3,8 Billion €

294 stores

18 000 employees

Monoprix

Balanced sales between food/non food

Very extensive range: 25000 SKU food business

Strong, specific and well-known private labels

Partnerships with small as well as big firms

Monoprix personality

Anticipation and democratization of new trends and innovative concepts

Monoprix: a specific banner

Monoprix: a specific banner

Department stores Supermarkets

Specialized stores

Conveniencestores

Monoprix: a specific customer

Young single

Familyhigh school kids

Familymajority-aged kids

Middle-aged couple

Familyelementary school kids

Middle-aged single

Familynursery school kids

Seniorcouple

Senior single

Youngcouple

Monoprix

Monoprix: a specific customer

Young single

Familyhigh school kids

Familymajority-aged kids

Middle-aged couple

Familyelementary school kids

Middle-aged single

Familynursery school kids

Seniorcouple

Senior single

Youngcouple

Hyper

Monoprix

Monoprix: a specific customer

Young single

Familyhigh school kids

Familymajority-aged kids

Middle-aged couple

Familyelementary school kids

Middle-aged single

Familynursery school kids

Seniorcouple

Senior single

Youngcouple

Super

Monoprix

Development of new concepts and new formats

Added value creation

For customers

For brands

Differentiation Innovation

Combine Monoprix and the manufacturer brand loyalty

in order to increase shopper satisfaction and turnover through

customized value propositions

Manufacturers partnerships

Monoprix / Coca-Cola light: common profilesA common target: young urban adults

Segmentation by life cycle profiles: % value

Why do we work together ?

Family nursery school kids

Family elementary school kids

Young single

Middle-aged single

Senior single

Young couple

Middle-aged couple

Senior couple

Family majority-aged kids

Family high school kids

4,45,96,95,2

16,1

8,7

7,2

8,3

13,7

23,5

MonoprixSupermarketSource : consumer panel

13,4

13,8

15,3

9

11,4

11,93

2,87,9

11,7

Coca-cola lightSoft-drinks

4,55

5,36,1

15

7

7,2

9,7

15,2

25,1

10,8

8

6,55,9

16

7,5

6,9

7,8

10,3

20,3

Use Coca-Cola light brand as a leverage of image and loyalty for Monoprix store

Coca-Cola light : N°2 soft-drinks brand

Average brand Soft-Drinks

Coca-Cola light

100

172

Average shoppers Coca-Cola light

Young single & couple

100

164A High levelof loyalty …

Especially on the target

Organization : a cross functional dedicated team

Mirror organization

D. FENECHS. DUTHOIT

F. ONDRUSKA

B. DUVALLETM. POMMAREL

A. CARINI

H. PATRICOTCEO Coca-Cola

Entreprise

V. SURGETS. PEQUIGNOTS. DE GAULIERA. BOUZANNE

JM. ROTHIER

P. LAMBOLEYPJ. CREVISIERG. LECLERC

General managersB. SANCHEZ INCERACEO Monoprix

Sales

Marketing / Communication / data sharing

Supply chain

Remember Brussels’04 : collaborative CRM

Monoprix & Coca-Cola : a long term partnership based on strategic alignement permanent sharing process

Results : Coca-Cola light : +35%

Total soft-drinks: +9,1%

Differentiation to create added value :the 2005 projects jointly developed

Product differentiation : New assortment

Service differentiation:Free Home delivery

Marketing differentiation:Shopper connection

Differentiation to create added value

Service differentiation :Free Home delivery

Satisfy a real shopper expectation Increase turnover Strengthen Monoprix image

Urban stores, 50% no parking Convenience shopping trip Easy shopping strategy

Free Home Delivery for Coca-Cola light shoppers

Service differentiation

Beverages

= heavy products

Loyal buyers

High level of in store spending

Easy consumer mechanism

Right timing

Execution with an integrated media plan

Key Success Factors

Radio Monop’ Floor sticker Mailing

Differentiation to create added value

Product differentiation : New assortment

Product differentiation : new assortment

Specific SKUThree pack: the right

size for Coca-Cola light shoppers at Monoprix

2004

Specific launch planAnticipated

& integrated plan

2005

2 steps

Coca-Cola light lime : an anticipated plan

Radio Monop’

Teasing

Week prior to launch

Radio Monop’

LaunchtimeFirst

two weeks

Based on Monoprix media and in store communication

An integrated launch plan

Interactive terminal

Innovation tower rackleaflet

Stickers

An anticipated and integrated plan:it works !

Interactive terminal

Innovation tower rackleaflet

Stickers

N°5 sales ranking in 8 weeksSource: IRI - P3+P4/05

100% weighted distribution

within a week

Differentiation to create added value

Marketing differentiation :Shopper connection

Coca-Cola light by

A marketing plan never seen before !

Internet Innovative media

Valentines Day in store

activation

Pack designed by Kenzo TAKADA

Experiential Marketing & sampling

Day & night billboards with an enhanced plan in Paris

How to lighten the program at Monoprix stores

Coca-Cola light by

A two month fully tailor made planwith five highlights

Limited can edition

Cross Marketing plan

1/02 - 5/02

Unique consumer premiums

1/03 – 21/03

In storecommunication

1/02 – 21/03

Integrated launch

22/03

8/02 – 28/02

Integratedlaunch

Limited can edition

In storecommunication

Unique consumer premiums

A two month fully tailor made planwith five highlights

Cross Marketing plan

Limited can edition

Cross Marketing plan

1/02 - 5/02

Unique consumer premiums

1/03 – 21/03

In storecommunication

1/02 – 21/03

Integrated launch

22/03

8/02 – 28/02

A fully marketing plan : it works !

50%

of Monoprix volume growth on total soft-drinks

Source: IRI - P3+P4/05

The collaborative approach goes on for 2005 / 2006

Promotion efficiency

Immediate consumption

Shelve theatralization

Why it works?

Customers first

Active and stable relationship

Permanent innovation

Result oriented