METRO Cash & Carry Russia – In-store marketing
of Fish and Seafood
Moscow, October, 28th, 2010
Copyright © 2009 METRO Cash & Carry International GmbH
Member of METRO Group
Agenda
3
METRO Cash & Carry Russia
6
Customers and assortment
8
Our marketing strategy for Fish and Seafood
METRO Cash & Carry International GmbH
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METRO Group – general data
METRO Group is in TOP 500 World’s largest companies
(Fortune Global 500)
METRO Cash & Carry International GmbH
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Member of METRO Group
3
METRO Group – general data
METRO Cash & Carry – international leader in wholesale trade
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
* As of 23 March 2010 г.
METRO Cash & Carry International GmbH
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Member of METRO Group
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METRO Group – general data
METRO Cash & Carry in Russia
Sales in 2009, bln euros
Employees by 01.10.2010
Quantity of METRO Cash
& Carry stores by
01.10.2010
2,6*
13 000
52
* Calculated based on local currency to eliminate exchange rate distortions
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Member of METRO Group
METRO Cash & Carry Russia – customers
METRO Cash & Carry‘ CUSTOMERS
HoReCa
METRO Cash & Carry International GmbH
TRADERS
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Offices, service
companies, etc.
Member of METRO Group
METRO Cash & Carry Russia – assortment strategy
DESTINATION
PREFERRED
CONVENIENCE
SEASONAL/ OCCASIONAL
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
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METRO Cash & Carry Russia - Fish marketing strategy
Destination category’s functions:
Traffic building
 Excitement creation
 Image creation
Strategic elements of Destination Department
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
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Product
CUSTOMER FEEDBACK
ASSORTMENT
OWN BRANDS
QUALITY
Assortment group
Quality strategy
Own Brand
Positioning
Chilled fish
No compromise
ARO
First price
Delicatessen fish and
caviar
First price assortment +
top quality assortment
HoReCa Select
Value brand professional solution
for HoReCa customers
Frozen Fish
Shift to high quality
assortment
Fine Food
Quality value brand
*Supplier must conform to the IFS or GFSI standards
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Place
Scales
Scales
Water
Tanks
Processed
salmon, trout
(steaks,
medallions)
River /
Sea fish fillet
Exotic fish
River whole fish
Sea whole
fish
Oysters,
prawns
Professional main flow
METRO Cash & Carry International GmbH
127
SKU of
chilled
and
alive
fish
Fish Delicatessen
(self service)
Salmon, trout
Private needs flow
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Member of METRO Group
Place
Alive goods
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”
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Place
Delicatessen goods
Planogram’s functions:
•
Guiding the customer
•
Selling the store-focus goods
•
Moving the sales
•
Helping to track the stock
•
Increase of impulse sales
 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
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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
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Promotion
INCREASE NUMBER OF CUSTOMERS
PROMOTION
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
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Contact
Andrey Ignatov
Category manager Fish & Seafood
METRO Cash & Carry Russia
Leningradskoe Shosse, 71G
125445, Moscow
Russia
Phone: +7 (495) 981-18-45
Fax:
+7 (495) 502-13-02
[email protected]
© Copyright
This 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.
METRO Cash & Carry International GmbH
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