Beverage Category Roundup
Beverage Bonanza
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Welcome & Introductions
Category Overview
Fun Facts
Doing Business with the Beverage Team
Examples
Quiz
Q&A
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Beverage Category Directory
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BEVERAGES
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Michelle Frost, Category Manager
(804) 734-8000, extension 4-8696
Fax: (804) 734-8009 PP 78696
E-mail: michelle.frost@deca.mil
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Coffee Ground Bagged, Coffee Whole Bean, Coffee International, Coffee
Instant Flavored/Bagged, Coffee Instant Regular, Coffee Canned, Coffee
Ground Flavored, Coffee Creamers, K-Cups, Coffee Filters, Instant Breakfast,
Tea Bagged, Herbal/Flavored Tea, Instant Tea/Mix, Hot Cocoa, On-the-Go
Breakfast Shakes, Instant Breakfast, Shelf Stable Milk, Milk Modifiers, Canned
and Powdered Milk
Multi-Pack Juice, Cranberry/Cranberry Blend Juice, Drink Mix Syrup Fruit
Flavors, Drinks Fruit and Nectars Juice, Vegetable/Tomato/Prune Juice,
Aseptic Juice, Lemon/Lime Juice, Pineapple Blends/Juice, Apple Juice/Cider,
Grapefruit Juice, Sparkling Juice
Soda, Premium Soda, Value Soda, International Beverages, Water, Water
Filtration, Flavored/Sparkling Water, Isotonic Beverages, New Age Beverages,
Kosher Beverages, Cocktail Mixers, Powdered Instant Drinks, Water
Enhancers, Freeze Pops, Energy Drinks, Hispanic Beverages, Liquid Coffee
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Lisa Owens, Merchandising Specialist
(804) 734-8000, extension 4-8181
Fax: (804) 734-8009 PP 78181
E-mail: lisa.owens@deca.mil
Michel
le
Photo
Vacant, Business Analyst
Michelle Bibbs & LorettaTucker - Planogrammers
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The Beverage Categories
CONUS EX AK HI (THIS WILL BE UPDATED)
DeCA 52 Week Ending 2/1/2014
Dollars
%
1
COFFEE
$ 81,760,941
22.83%
2
SOFT DRINKS
$ 71,463,962
19.95%
3
SHELF STABLE JUICES AND DRINKS
$ 56,738,304
15.84%
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WATER
$ 38,292,023
10.69%
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NEW AGE BEVERAGE
$ 32,783,986
9.15%
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ISOTONIC BEVERAGE
$ 19,131,269
5.34%
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TEA PACKAGED AND BAGS
$
8,608,910
2.40%
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COFFEE CREAMERS
$
7,556,784
2.11%
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POWDERED INSTANT DRINKS
$
6,988,327
1.95%
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CANNED AND POWDERED MILK
$
4,793,302
1.34%
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LIQUID COFFEE
$
4,155,423
1.16%
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BEVERAGE HISPANIC
$
4,132,293
1.15%
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SHELF STABLE MILK
$
3,949,620
1.10%
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INSTANT TEA AND TEA DRINK MIX
$
3,858,753
1.08%
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MILK MODIFIERS
$
3,319,035
0.93%
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HOT COCOA
$
3,134,449
0.88%
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LIQUID TEA
$
3,055,414
0.85%
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HERBAL TEA
$
1,886,940
0.53%
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COCKTAIL MIXERS
$
1,378,134
0.38%
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COFFEE FILTER
$
1,128,885
0.32%
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SHELF STABLE CHOCOLATE DRINK
$
22,634
0.01%
$ 358,139,388
100.00%
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The Beverage Categories
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BREAKFEST BEV2GO
COFFEE K-Cups
COFFEE GROUND BAGGED
COFFEE WHOLE BEAN BAGGED
COFFEE INTERNATIONAL
COFFEE INSTANT FAVORED/BAGGED
COFFEE INSTANT REGULAR
COFFEE CANNED REGULAR
COFFEE GROUND FLAVORED
CREAMERS POWDERED NON DAIRY
TEA BAGGED
TEA FLAVORED OR HERBAL
TEA INSTANT
COCOA
MILK SWEET EVAPORATED
MILK POWERED
MILK ULTRA HIGH TEMP UHT
K-CUPS ALL Other
MILK FLAVORING
FILTERS
JUICE MULTI PACKS
JUICE CRANBERRY/CRAN BLENDS
JUICE DRINK MIX SYRUP FRUIT FLAVOR
JUICE DRINKS AND NECTARS FRUIT
JUICE VEGETABLE TOMATO/PRUNE
JUICE ASEPTIC
JUICE LEMON /LIME
JUICE PINEAPPLE OR PINEAPPLE BLENDS
JUICE OR CIDER APPLE
JUICE GRAPEFRUIT
SODA PREMIUM
WATER FILTRATION
SODAS ALL FLAVORS
WATER
DRINKS ENERGY
DRINK MIXES POWDERED
DRINKS ISOTONIC
SODA VALUE
MIX SPECIALITY LIQUID & DRY
FREEZE POPS
DRINK MIX TONIC CLUB SODA
NEW AGE BEVERAGE
WATER SPARKLING OR FLAVORED
INTERNATIONAL BEVERAGES - HOLIDAY
May
June
April/July
April/July
April/July
April/July
April/July
April/July
April/July
April
Nov/Dec
Nov/Dec
Nov/Dec
May
january/June
january
january
June
May
April
March/August
March/August
March/August
March/August
March/August
March/August
March/August
March/August
March/August
March/August
December
September
July/December
September
April/October
January/February
October
July
August
November
August
April/October
September
January
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Overall Category Management Objectives
• Grow Volume, Grow Value, Grow Loyalty
• Transform strategies of business plan to
category plan which should be
implemented around the “The First
Moment of Truth”
• Use fact-based decision process
• Continuously focus on best practices,
recognizing different shopper behavior
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Marketing Strategies
• Right Assortment
• Right Prices
• Right Promotions
• Right Location and Space in Store
• Right NPIs
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Marketing Strategies (Continued)
• Traffic Building
– Getting more patrons to the store and the
category
• Transaction Building
– Increasing the patrons’ average spend while
showing savings
• Creating Excitement
– Continuing to offer innovative, fashionable
products and promotions
• Image Enhancing
– Strategy aimed at creating the right image
toward the category consumer … “Your
commissary, it’s worth the trip!”
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Tactics
• Assortment
– Focus on the leading brands of the category
– Review marginal items with low contribution to sales
– Focus on new-to-the-world products
• Price
– Shelf prices offering patron savings of 30%
– Optimize sale prices – no lower outside the gate
– Focus on top brands
• Merchandising
– Shelf space sufficient to last between stocking periods
– Sufficient space for Regional and S-coded items
• Promotions
– Continue creative theme events
– Develop activities and events for new item introductions
– Use pallets when offered to simplify merchandising
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How
• Joint Business Plan – Overall Objective
– Working together to create better business
results for both DeCA and you
– Create better understanding of common
business issues and opportunities
– Joint development of growth strategies
– Joint development and implementation of
category development plan
– Ongoing monitoring and negotiation based on
common understanding and best practices
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How
The Joint Business Plan-Guiding
Principles
• Common focus to grow the category, based on
improved consumer and shopper satisfaction,
greater volume, greater turnover
• Work in the greatest possible transparency and
there should, in principle, not be any sacred
cows
• Common goals and objectives and decisions
based on facts and data
• Both parties must be committed to implement
decisions
• Frequent check point discussions
• Results for All
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Bonanza Quiz
Let’s see if you were paying
attention …
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Bonanza Question 1
This city in the US consumes 7 times more
coffee than any other US City.
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Bonanza Question 2
According to many historians, from which
country did coffee originate?
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Bonanza 3
What 2 countries were the first to bottle Coca
Cola outside of the US?
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Bonanza 4
What soft drink manufacturer was the first
foreign product allowed into Russia?
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Bonanza Question 5
Which major soft drink is a blend of 23
different flavors?
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Bonus
What is the Name of this Iconic
Beverage Character
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Questions
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Thank You
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