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The Cellar to Suppliers

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The Cellar to Suppliers Powered By Docstoc
					To Whom It May Concern;


First of all, we would like to say a big thank you to all of our suppliers for their
tremendous support for the promotional programs that were conducted by the
liquor banner group “Coast Country Cellars” (and “Coast Country Liquor”
before that). We would also like to assure our suppliers of the continuance of
results focused, co-operative advertising under the new “The Cellar” banner.
We would also like to thank all those companies that have informed us of their
intention to continue their support of our promotional activity going forward
under “The Cellar” banner.


The name change to “The Cellar” will involve a new logo (that may be accessed
from the “Downloads” section of our website www.thecellar.com.au). We will
continue the existing brochure format, but with new reduced costings (see
below). We will be airing new television adverts both corporate and retail
(costings below) also we will have new full page/full colour newspaper
advertisements in our local newspapers. All stores will be resigned/rebadged
with our new logo and we hope that these changes will be received
enthusiastically by both suppliers and customers alike.


To help in the planning of your next years’ promotional activity I have listed
below important dates and information for your records. Could you please
ensure that all relevant representatives and area managers receive a copy of
this information.



              www.thecellar.com.au
  Co-Operative Advertising Opportunities
Brochures
The Cellar group will put out 4 x 16 page
full colour brochures per year (sample
included for your reference) each with a
distribution of over 40,000 covering an area
including Byron Bay, Lennox Heads,
Bangalow, Mulumbimby, Brunswick Heads,
Alstonville and Ballina.




The timetable for our brochures for 2008/9 are as follows:


   Brochure       Submission    Submission       Brochure     Brochure
                   Due Date     Meeting Date     Start Date   End Date

    Spring
   Brochure        11/07/2008    16/07/2008      25/08/2008   21/09/2008
    (2008)

  Christmas
  Brochure         10/10/2008    15/10/2008      17/11/2008   14/12/2008
   (2008)

    Easter
   Brochure        23/01/2009    28/01/2009      09/03/2009   05/04/2009
    (2009)

    Winter
   Brochure        24/04/2009    29/04/2009      01/06/2009   28/06/2009
    (2009)

    Spring
   Brochure        10/07/2009    15/07/2009      24/08/2009   20/09/2009
    (2009)

  Christmas
  Brochure         25/09/2009    30/09/2009      16/11/2009   13/12/2009
   (2009)
It is essential that all relevant information
                                                 If you are providing a Gross
is included in any product submission for
                                                 Profit % please use the following
inclusion in the brochure. It is most
                                                 industry standard formula.
important that an accurate Landed Unit
Cost (LUC) is established so that an
informed decision can be reached as to           RRP – (LUC including GST) X 100
potential sell prices and margins. This LUC
should include WET (but ex GST and ex                         RRP
Freight). All applicable freight costs should
be shown in the submission.

As well as the above pricing information, product submissions should be
accompanied by the following information.

1.Identify each s.k.u that you are prepared to promote in the brochure
2.Indicate where you would like to see this s.k.u. positioned in the brochure
e.g. large front page; small middle page etc
3.Indicate the total amount of monies that you are prepared to spend in the brochure
4.We would ask that alternative s.k.u’s are presented in case the first choice
submitted doesn't fit into either our ranging format and/or retail pricing structure
5.Make sure each submitted s.k.u. is accompanied by relevant show
achievements and tasting notes of about 20 to 25 words.
6.Indicate issues such as bonus stock, added value, consumer and retailer add ons.


It is imperative that all submissions are in by the due date, any late
submission will not be tabled at the product selection meeting the following
week. Submissions are to be forwarded to the Central Purchasing Officer - Ben
Taylor at our Ballina Warehouse.

Successful applicants for inclusion is the brochures will be informed three
weeks after the brochure meeting. On successful inclusion in the brochure it is
important to be in contact with our advertising agency (Contact Ean Jones) to
make sure the correct product images are used in the brochure. Their details
are as follows:



                       COMBUSTION ADVERTISING
                     8/20 Byron Street.
                     Bangalow NSW 2479
                     PH: 02 66872795

                     ejones@combustionadvertising.com.au
Below are the costs associated with participating in the brochure. Please note
that for the Christmas brochure there is a 20% surcharge due to its popularity
and the volume of business done at this time of the year. There are also some
opportunities for corporate advertising within the Brochure. Costs for these will
be negotiated on an individual basis.

  Brochure    Inside Pages -   Inside Pages -   Inside Pages -   Inside Front Page -   Back Pages -
              Small Graphic     Med Graphic     Large Graphic      Large Graphic       Beer Product


   Normal
  Brochure     $299            $349             $399                $499               $499
 Christmas
 Brochure      $359            $419             $479                $599               $599
*All costs are exclusive of GST

Brochure submission costs pay for:

1. Inclusion in 40,000 printed full colour brochures
2. Delivery of brochures to an area including Byron Bay, Lennox Heads,
   Bangalow, Mulumbimby, Brunswick Heads, Alstonville and Ballina.
3. Brochures available in store at all “The Cellar” stores for the 4 week period
   of the brochure.
4. Guaranteed ranging of product at all of “The Cellar” stores
5. Floor-stacks of product at all of “The Cellar” stores (*where space permits)
6. Guaranteed purchase of stock to cover the 4 week period of the brochure.
7. Guaranteed “special” pricing at all of “The Cellar” stores for the 4 week
   period of the brochure.
8. Guaranteed highlight ticketing of product at all of “The Cellar” stores including
   on floor-stacks and on shelves for the 4 week period of the brochure.

With so many submissions for each brochure it is impossible to have all
interested companies represented in each brochure. The group does its best to
be fair and support the companies that give the most support.
Television Advertising
As well as the 4 brochures per year,
the group is very active in television
advertising in an area stretching
from Grafton in the south to the
NSW/QLD border in the north.


If a product is unsuccessful in
brochure selection, a product on
television might well be seen as just
as effective or even more so for
product exposure.




 Television Co-Operative     Wine & Other Products           Beer Product
      Advertisement           Per Range Promoted           Per SKU Promoted


      Normal Period
                                   $999                       $1,299
    December/January
         Period                  $1,199                       $1,559


Television Advertisement costs pay for:

1. Northern Rivers TV coverage area including Lismore, Byron Bay, Lennox
   Heads, Bangalow, Mulumbimby, Brunswick Heads, Alstonville and Ballina.
2. Guaranteed ranging of product at all of “The Cellar” stores.
3. Floor-stacks of product at all of “The Cellar” stores (*where space permits)
4. Guaranteed purchase of stock to cover the period of the advertisement.
5. Guaranteed “special” pricing at all of “The Cellar” stores for the period of the
   advertisement.
6. Guaranteed highlight ticketing of product at all of “The Cellar” stores
   including on floor-stacks and on shelves for the period of the advertisement.
Newspaper Advertising
Newspaper Advertising is one of the most
cost effective methods for co-operative
advertising for suppliers. One of 9 spots in
a full page, full colour advertisement is
secured that will be placed in 2 or more
local papers (eg. Byron Shire News, Ballina
Advocate, Byron Shire Echo, Northern
Star). These advertisements will run for a
week and will occur monthly.




  Newspaper Co-Operative       Wine & Other Products           Beer Product
      Advertisement             Per Range Promoted           Per SKU Promoted


      Normal Period
                                   $249                        $499
 December/January Period
                                   $299                        $599


Newspaper Advertisement costs pay for:

1. Inclusion in full page advertisements in local newspapers delivered to an
   area including Byron Bay, Lennox Heads, Bangalow, Mulumbimby, Brunswick
   Heads, Alstonville and Ballina.
2. Newspapers available in store at all “The Cellar” stores for the period of the
   advertisement.
3. Guaranteed ranging of product at all of “The Cellar” stores.
4. Floor-stacks of product at all of “The Cellar” stores (*where space permits)
5. Guaranteed purchase of stock to cover the period of the advertisement.
6. Guaranteed “special” pricing at all of “The Cellar” stores for the period of the
   advertisement.
7. Guaranteed highlight ticketing of product at all of “The Cellar” stores
   including on floor-stacks and on shelves for the period of the advertisement.
       Head Office                          Warehouse
4 Lawson St. Byron Bay N.S.W 2478     59 River St. Ballina N.S.W 2478

Contact: Darren Pearson             Contact: Ben Taylor
Email: DarrenP@thecellar.com.au     Email: BenT@thecellar.com.au

Admin:Joan Blizzard                 Admin:Liette Snow
Email: JoanB@thecellar.com.au
      Email: LietteS@thecellar.com.au


Phone: (02) 66856455                Phone: (02) 66866133
Fax: 
 (02) 66857351                Fax: 
 (02) 66867423




  Byron Bay Store                         Byron Plaza
4 Lawson St. Byron Bay N.S.W 2478
                                             Store
Contact: Brett McPhail              Woolworths Plaza Johnson St, Byron
Email: BrettM@thecellar.com.au                Bay N.S.W 2478
                                    Contact: Michael Clark
Admin:Joan Blizzard                 Email: MichaelC@thecellar.com.au
Email: JoanB@thecellar.com.au

                                    Admin: Joan Blizzard
Phone: (02) 66856455                Email: JoanB@thecellar.com.au

Fax: 
 (02) 66857351




     Ballina Store                     Bangalow Store
  59 River St. Ballina N.S.W 2478     59 River St. Ballina N.S.W 2478

Contact: Ron Greber                 Contact: Ben Taylor
Email: RonG@thecellar.com.au        Email: MichaelC@thecellar.com.au

Admin: Liette Snow                  Admin: Joan Blizzard
Email: LietteS@thecellar.com.au
    Email: JoanB@thecellar.com.au


Phone: (02) 66862162                Phone: (02) 66871262
Fax: 
 (02) 66867423                Fax: 
 (02) 66858185




       www.thecellar.com.au

				
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