Budget Meeting (Kazakhstan) презентация

CONTENTS
1 Market and Competition
2 Commercial Review
BUSINESS REVIEW
ANNUAL PLAN
3 Brand Marketing Review
4 Strategic Context
5 Commercial Plan
6 Brand Marketing Plan

Almawine
Market share by IWSR 2021
TOP-1 of import vodka – 17%
TOP-4 of whiskey category – 10%
TOP-5 of wine category – 4%
TOP-1 in beer category (Carlsberg) – 44%
Business review vs 1st year
Route to consumer
20 subsidiary companies, 100% coverage
28 787 active clients base
4 main trade channels – Modern Trade, Traditional Trade, On-trade, Wholesale
Sales forces – 252 employee
Storage and transportation facilities
3 logistic hubs – Almaty, Aktobe, Pavlodar
24 regional warehouses – 35 673 sq. m
Transportation facilities – more than 280 vehicles – 736 tons per day
ROUST +147% for 3 BY
Brown Forman +50% for 2BY
William Grant and sons +84% for 2BY
Wine portfolio +3441% for 3BY

CONTENTS
2 Commercial Review
BUSINESS REVIEW
ANNUAL PLAN
3 Brand Marketing Review
4 Strategic Context
5 Commercial Plan
6 Brand Marketing Plan
1 Market and Competition

Corona Market Update
Summary and Status
1. Status on Lockdown & Regulations
No Coronavirus restrictions
Alcohol is non-refundable
E-com in the grey zone
3. Consumer Developments
Flavored spirits consumption raising
Retail develop its own express delivery (e-coM)
Premiumization trend among customers
Islamization
Gen Z venues opening
2. Market & Competitor Developments
Off Trade: Kas continues to develop. Magnun expands via ‘express’ format - bought Firkan (15)
Expansion of high-end liquor stores
On trade: conversion from lux to undeground
E-com continues to grow. +44% online purchases in 2023. Every 2d customer buy f&b via e-com.
TOP 3 brands = 35% volume share
Jameson, Absolut, Bacardi
4. Internal actions (organizational & tactical)
Coverage – 20 cities in KZ
Own Shops Nauriz(13) and restaurants Almawine(8)
3 big hubs for prompt stock replenishment

PEST
External Factors and Trends

Regulations in KZ
Summery and status
Consumption and sales from 21+
Strong spirits are sold from 12:00 – 21:00,
low alcohol – 23:00
Tastings in off trade are prohibited
Advertising on television/radio is prohibited
Alcohol is non-refundable
Contest are prohibited
E-com in the grey zone

Supply chain organization in KZ (3 hubs, 24 regional warehouses)
100% presence in TOP clients off trade + in 15.000 venues BC (min 60% of ACB)
New listings in KA +230 venues (Magnum; include mini bottles)
Find partners for projects ( BS, off trade sampling, JL)
TOP 100 venues in TOP4 cities activated (Lighthouses, BS, JL)
Transparence and accuracy in data providing
Business Review
SUMMARY & CONCLUSION
Main key client loss. Magnum ( ~31% Volume)
Low engagement rate in JagerLiga (10 participants)
Irrational expenses
Low distribution and presence in trade
Lack of irreverent perfectionism in POSM production
Key Learning last year
Key Challenges next year

CONTENTS
2 Commercial Review
BUSINESS REVIEW
ANNUAL PLAN
3 Brand Marketing Review
4 Strategic Context
5 Commercial Plan
6 Brand Marketing Plan
1 Market and Competition

Local Spirits Market and Industry
Market Size and key developments
Volume Local Spirits Market
Market & Industry developments
One of the main volume driver is wine category.
Retail prices are increasing
Islamization
Data Source: [IWSR]
Premium spirits are discounted
Nomads with money stay in big cities (Astana, Almaty..)

Competitor Brand developments
Sales Volume and major developments
Sales Volume & Pricing
Data Source: [IWSR]
Competitor and category developments
In 2023 JM is planed to be fastest growing brand
Raising prices = slow down in growth of competitors
JM to be below 9000 kzt,
discount below 8000 ktz
Jim Beam -27% YTD (upd Nielsen report 2022)

Pricing updated 25.01.2023
On-trade and off-trade
Data Source: [IWSR 2021]

Stock and sales plan per SKU 2023

Sales Volume by SKU
2023 shipments plan
SKU Strategy
1L Perform on trade execution
0,5 awareness in TT\MT
0,02 for trials in off trade
0,04 for cashiers placing

Off-trade 2022 vs 2021
Top 10 clients
Major developments / issues / opportunities
Hypermarket’s share ~ 37%
Supermarket’s share ~ 40%
*Almawine internal data

On-trade Distribution 2023 vs 2022
Major developments vs other imported brands / partner imported portfolio
Increase BA coverage up to 27%
Target 2023 – 1600 with JM

On-trade 2022
Distribution & Volume by segments
Major developments / issues / opportunities
Big amount of low energy bars ( low energy pubs, cafes and restaurants)
Added venues classification in AW base | Synchronize

On-trade 2021 - 2023
Brand Ambassador performance / SFA KPIs
Increase BA’s coverage +15%
Build 28 lighthouses
Placement 150 tap machines ( ~50 removed from venues by the previous distributor)
Key achievements / highlights

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
4 Strategic Context
5 Commercial Plan
6 Brand Marketing Plan
1 Market and Competition
2 Commercial Review
3 Brand Marketing Review

JM Business Development
Plan 2023
Brand awareness
Trial
Win On Off Trade
Ice cold communication (message)
Brand equity/digital
28 Lighthouses in TOP 6 cities
Trials 55 000+ (BS, Events, Off trade sampling)
Avg SFA score 55 in TOP 1 priority cities Listing mini SKU (0,04; 0,2; 0,35)
Ice cold in 75% Universe, 150 tap machines
Reach 12mio
Top 5 Priorities for 2023
Achievements /
KPI Improvement

Jägermeister Lifecycle Model
Market classification
Phase
Market Status
Seeding the brand with low volume and slow growth rate
Market penetration with low absolute volume but high relative volume growth
Further market penetration with high absolute volume growth
Market saturation with high volume and static or slightly declining growth rates
Phase 1
Trial & Error
Re-energizing the brand back to growth and further market penetration e.g. via innovations, new tools, etc.
Phase 1
Phase 2
Phase 3
Phase 4
Phase 5
Sales Volume
Time in years
Additional comments
Tools from Russia
Hi demand in product
- Place your market on a chart

Global Vision: Establish Jägermeister as the No. 1 Premium-Spirit brand for young adults
Regional Vision: One Ice Cold Shot Per capita by 2024
PLAN ON A PAGE
OBJECTIVES, STRATEGY & ACTIVITIES
Strategic Priorities
Business Objective: increase sales 500.000 bottles by 2025
Key activities
Targets
Additional placements
Number of VAP
Number of trials
SRP outlets
Activation reach
Activation reach
ER
Trials
Number of program participants
Number of lighthouses

PLAN ON A PAGE
VISION & SP OBJECTIVES
Trade Marketing KPIs

JM Business Development
Focus 2023-2025
Ice cold serve
2024
Promo
2023
Image
2025
Promo
Visibility
Promo
Visibility
Digital | Events
Visibility
Advanced
Basic
Overperforming

JM Business Development
Focus 2023
Education for retail and on trade
Almawine’s staff education
Sales and visibility
2 big meetings for retail representatives
120 trainings for bartenders
1800 persons educated
13 cities with presentation
325 people educated
12 incentive programs
350 additional placements

JM Business Development
Prioritization 2023
Shymkent
Karaganda
Atyrau
Pavlodar
1st Priority
2d Priority
Other cities
Kokshetau (Borovoye, touristic place)
Zhezkazgan (low)
Balkhash ( salt\fresh lakes, touristic place)
Semey (low, regional center)
Ekibastuz (low)
Taldykorgan ( 300km to Almaty)
Kyzylorda (low)
…
Aktau
Kostanay
Petropavlovsk
Taraz
Uralsk
Aktobe
Ustkamennogorsk
3d Priority
Alamaty
Astana

JM Business Development
Prioritization 2023
Close to big cities
Big distributors teams
High consumption
1st Priority
2d Priority
Other cities
3d Priority
Almaty -culture center
Astana -the capital of KZ
Volume share 47%
Almaty – 2.200.000
Astana – 1.200.000
Volume share 20%
Shymkent – 1.200.000
Karaganda – 500.000
Pavlodar – 360.000
Atyrau – 300.000
Volume share 20%
Kostanay – 250.000
Petropavlovsk – 250.000
Taraz – 450.000
Uralsk – 260.000
Altobe – 550.000
Aktau – 260.000
Ust’-Kamen- 350.000
Close to big cities
Big distributors teams
Touristic spots
(for external and internal)
Remote cities
Volume share 13%

JM Business Development
Prioritization 2023-2025
Cooling devices
Jager Liga
SRP
Standard POSM
Incentive programs for AW staff
1st Priority
2d Priority
Almawine team | Incentive programs
SRP discount promo
Seasonal activities, SRP (resorts)
3d Priority and other cities
Cooling Devices
Bar Storming
SRP
Lighthouses
Events
Advanced branding
Jager Liga

Key Marketing Activities
Digital & SMM 2023
OWN MEDIA
Deliver brand substance
Engage consumers into interactions with the brand
Local Digital Objectives: Max REACH & EQUITY
Priority by media
Key activities
Moderation of special projects for Power periods Weekly giveaways
Supporting of events
PAID MEDIA
Maximize reach to grow awareness
Enroot the brand into the coolest soil
Launch of special projects via Ols
Collaboration with Ols
Paid Promo target
SEO for E- commerce
EARNED MEDIA
Be loved and respected
Provoke people to spread your word
Content production for partners (bars, clubs, off trade chains)
Reposting of tagged content
Promoting via Jagerliga
Supporting of brand fans activities
18 000 EUR
Reach: 4 500 000
Budget & KPIs
36 000 EUR
Reach: 5 500 000
10000 EUR
Reach: 2 000 000
Global Digital Objectives: 100%
100% of communication activities are digitally initiated
Consentively obtain private data of 5 Mio Consumers
Generate 6% of revenue from e-commerce

JÄGERMEISTER DIGITAL Development
Media Plan 2023
Instagram Promo target is not forbidden in Kazakhstan
Collaborations with Mega-Influencers are planned in 2023
2023 TOTAL DIGITAL REACH – 12 Mio
Paid media – 5,5 Mio
Own media – 4,5 Mio
Earned media – 2 Mio

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
4 Strategic Context
5 Commercial Plan
6 Brand Marketing Plan
1 Market and Competition
2 Commercial Review
3 Brand Marketing Review

Commercial Review ON A PAGE
Jägermeister
Topline Trend
A&P
Depletions - Channel

Top Priorities Off-trade
Listings in KA
12.600 Sampling
10.500 VAPs
350 Additional placements
… On-trade
Double universe coverage
42.300 samplings
28+ Lighthouses
Refresh projects
SALES VOLUME BY CHANNEL
ACTUALS VS. PLAN

OFF-TRADE LISTING
ACTUAL & PLAN approved

OFF-TRADE ACTIVITIES
TOP 3 clients + BC (plans)
Magnum
Skiff \ TOIMART
Others

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
4 Strategic Context
5 Commercial Plan
6 Brand Marketing Plan
1 Market and Competition
2 Commercial Review
3 Brand Marketing Review

MARKETING
KEY ACTIVITIES (1/5)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)

MARKETING
KEY ACTIVITIES (2/5)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)

MARKETING
KEY ACTIVITIES (3/5)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)

MARKETING
KEY ACTIVITIES (4/5)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)

MARKETING
KEY ACTIVITIES (5/5)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)

MARKETING
KEY ACTIVITIES
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)

Key Marketing Activities
Event plan 2023

Jägermeister Budget Meeting | [COUNTRY]
Summary
Key activities calendar 2023

GTM
COOLING DEVICES 2023-2025
Cooling Strategy & Requirements
Existing
Previous partner removed all cooling devices
Rest is broken
New / Planned
Place in every high energy\trendy bar\club
150 Tap machines in 2023 in priority venues
By 2025 +280 tap machines for low segment

POSM
Usage and Orders plan

POSM
Usage and Orders plan

dd month, 2019
Jägermeister Budget Meeting | [COUNTRY]
Sustainability
BUSINESS DEVELOPMENT
Top 3 Sustainability Initiatives for 2023
Recycled POSM ( new standards)
Reusage of bottles as branding
Special projects with venues
Targets
Separation of materials
Use bottles in building lighthouses
Use recycle products in projects as BS,SRP
Reduce logistic

A&P BUDGET Total
BREAKDOWN
Summary

ANNUAL PLAN
OPPORTUNITIES AND RISKS
Uplift potential versus planned sales
Opportunities
long term OOS in KA | increased demand
Increase on trade share (post covid + client base)
new listings ( +mini bottles)
Competitive price positioning
Promo strategy (25k bottles)
Impact on Sales
+30% vs 2022 (KA)
+1,2% sales with 0,35 SKU
Increase off-take
Requirements/ Measures
New listings
Additional client base (with JM absence)

PARTNER ORGANISATION
ORGANOGRAM
Development plans
Additional coverage with 2d ambassador
X2 Lighthouses

PARTNER ORGANISATION
PORTFOLIO AND STRATEGY 2023