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Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser.

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Presentation on theme: "Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser."— Presentation transcript:

1 Mike Tignol Sales Director Russia / Belorussia Reckitt Benckiser

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3 Big Brands in the Store of the Future 1. RB as leader of innovations and contributor to category development 2.Examples from Air care and Auto dish wash categories Большие бренды в магазинах будущего

4 Household market is growing +18% (YTD 2012 vs 2011) RB - FMCG leader in Russian market RB Market Share WS73% 3% FT 50 %14% ADW68% 21% RB is market leader in high growth categories  Value creation Category Growth AC 20 %

5 RB covers ALL house needs…

6 ..and reach every Russian consumer through 3 pillars: Media In-store visibility Innovations

7 Welcome to the world of air care AIR CARE

8 New formats and innovations NEW formats & fragrances contributing 95% of category growth Even more are coming:

9 Air Care category in Europe positioned as a Home Cosmetics

10 Theatres and pre-pack displays Maximizing visibility to ensure seasonal picks -Theater displays -Pre-pack displays

11 Seasonal promo Maximizing seeding through promotions -New fragrances -New gadgets offer

12 2012 Segment Value Share Source: Nielsen 2010 Total National + Metro AirCare Category has growth potential : Consumption per capita

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14 Drive premium segment through : Innovations & new fragrances Increase usage of new formats in different rooms through : Seasonal events and Multi-format displays How to capture this opportunity in-store ? Shopper based shelving principles (“Cosmetic” concept)  Shoppers will purchase in your store & drive engagement

15 Let’s enter the world of Dish Washing …

16 5% Consumer base is getting bigger.. This year 500 k new DWM will be sold - this is your potential. DW Manufacturers start to focus and intensify support on dishwashing machines In Russia - 52 mio households* * Rosstat, 2010

17 Dish Washing Market grows aver. +15% per year Auto Dishwashing Detergents grow even bigger +25% Source: AC Nielsen MJ12 +15% Source: GFK MA’12 +26% +25% +13% +14% +17%

18 What we do to drive this trend Today Finish – number 1 recommended brand by machines manufacturers and the only brand leveraging all growth drivers: RB gears all media investments to grow DWM penetration 1 RB drives innovations  better performance & Category value 2

19 DW category makes women happier and saves time from dishwashing for spending with family I am a woman, not a Dishwasher !

20 And we drive penetration with emotional strong messages and copies!

21 Consumer is getting better educated about both categories, we bring high quality products and bring innovations into the market to seduce her to buy new structured & clear pack design 1 more educational point in pack, educational programs in internet / sales staff in both fmcg retail and electronic retail 2 new flankers proposals. 3 better formula – best in shine! 4

22 Consumers of DWM are premium shoppers * IPSOS, ADW research in Russia MAY’11 They spend! ~ 15 k rub on a dishwashing machine and ~500 rub/month for ADW detergents*

23 This is your opportunity in ADW Hand dishwashing Only x 3.7 71** х 3 = 213 RUR ** Average shelf price, RUR (AC Nielsen Russia, 2010) * Amount of product for comparing is taken averagely equal dosage-wise 213 RUR 807 RUR 1049 RUR x 4.9 807 RUR** 1049 RUR** ADW System ADW Multifunction

24 How to capture this opportunity in-store ? Right size & location for ADW Category (Finish as signpost to help Shopper navigation) Drive premium potential of category (innovations & system usage)  higher value / wash + Sell additives on top (increase basket size) 2 Right # promo activities (balance with low growth Categories)

25 Shopper based shelf organization …

26 ….and to leverage display to drive visibility

27 Big Brands in the Store of the Future 1. RB as leader of innovations and contributor to category development 2.Examples from Air care and Auto dish wash categories Большие бренды в магазинах будущего

28 СПАСИБО ЗА ВНИМАНИЕ !


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