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					         1    Cadbury Chocolate Mini Rolls 6ct    11   Mr Kipling Country Slices 6ct
         2    Mr Kipling Cherry Bakewells 6ct     12   McVities Jaffa Cake Bars 5ct
         3    Mr Kipling French Fancies 8ct       13   Cadbury Chocolate Mini Rolls 12ct
         4    Mr Kipling Viennese Whirls 6ct      14   Mr Kipling Manor House 1ct
         5    Mr Kipling Lemon Slices 6ct         15   Mr Kipling Jam Tarts 6ct
         6    Real Lancashire Eccles Cakes 4ct    16   Mr Kipling Battenberg 1ct
         7    Mr Kipling Apple Pies 6ct           17   Lyons French Sponge Sandwich 1ct
         8    Mrs Crimble Coconut Macaroons 6ct   18   Mr Kipling Angel Slices 6ct
         9    McVities Jamaica Ginger Loaf 1ct    19   Mr Kipling Apple & Blackcurrant Pies 6ct
         10   Mr Kipling Almond Slices 6ct        20   Cadbury Flake Cakes 6ct




•   The cake market is worth over £976m and showing strong growth +4% [1]
    with 95% of UK households purchasing cake at least once throughout the year.[2]
•   Shoppers purchase cake on average 23 times a year – that’s buying something from the
    cake fixture every 21/2 weeks.[2]
•   70% of cake sales come from the following cake sectors:- • Large Cakes • Pies & Tarts
    • Small Cakes • Snacking / Lunchbox and Healthier.[1]
•   Manor Bakeries brands account for 26% of all cakes sales[1]
•   Over half the households in the UK purchase a Mr Kipling cake at least once a year! [2]
•   Mr Kipling is the No1 brand in the cake market and has been for the last 30 years. [1]

By giving us your feedback you will be entered into a prize draw to win £100 worth of product -
simply visit www.premiernews.co.uk/cakes
• KEEP THE RANGE SELLING, WELL-KNOWN AND TRUSTED BRANDS – SEE TOP 20
                 SIMPLE

• STOCK ATHE BEST OF PRODUCTS, GIVING CHOICE ACROSS ALL THE CAKE
• OFFER WIDE RANGEPRODUCT DUPLICATION
  SECTORS, AVOIDING




• LOCATE SIMILAR PRODUCTS TOGETHER TO AID SHOPPERS
  CHOICE – SEE PLAN LAYOUT

• PLACE THE BEST SELLING PRODUCTS ATSELLING PRODUCTS:
                                       EYE LEVEL

• ENSURE FULL AVAILABILITY OF THE BEST
  1. Cadbury Chocolate Mini Rolls 6pk
    2. Mr Kipling French Fancies 8pk
    3. Mr Kipling Cherry Bakewells 6pk

• CREATE BRAND BLOCKSMini Rolls FIXTURE TO ACT AS BEACONS FOR THE CAKE FIXTURE:
  Cadbury – Cake Bars /
                        ON THE

    Mr Kipling – Slices / Individual Small Cakes / Pies & Tarts

• STOCK EAT NOW CAKES NEAR THE SANDWICHES OR OTHER SNACKING PRODUCTS

• MAXIMISE AVAILABILITY OFand new customers THE CUSTOMER
  • Drive sales with existing
                              PROMOTIONS FOR


    • Exploit events to maximise impulse sales at key times of the
      year e.g. Christmas, Easter

•   MAKE THE MOST OF SECONDARY DISPLAYS – YOU COULD
    GROW YOUR CAKE SALES BY OVER 3 TIMES!! [3]
    • Use point of sale and bold merchandising to draw customers to the cake display
    • Build eye catching secondary displays to drive the cake impulse purchase
•   A CUSTOMER SPENDS AN AVERAGE OF 6 MINUTES IN A
    CONVENIENCE STORE [4], DRIVE SALES WITH EYE CATCHING DISPLAYS
    Sources: [1] IRI, Total Market, Value Sales, 52 w/e 16th June 07 [2] TNS, Cake Market, 52 w/e 17th June 07 [3] Billets promotional analysis, April 05 [4] SPA Convenience Shopper Research for SRCG April 04


    © Copyright 2007 Premier Foods. All Rights Reserved. Manor Bakeries, 3rd Floor, Minton Place, Victoria Street, Windsor, Berkshire SL4 1EG


    All Cadbury trademarks and copyright owned by Cadbury Ltd. and used under license.

				
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posted:5/30/2012
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