categoria de bere –campioana sezonului 2016 in … · 2018. 9. 29. · pib inflatia somajul ....
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Categoria de bere – campioana sezonului 2016 in Comertul Traditional
Cristian Pintiuc
Regional Sales Manager Moldova
Retrospectiva 2015
Macroeconomics
PIB
Inflatia
Somajul
Piata Berii - Romania
Evolutie piata bere la nivel de canal
Sursa : Nielsen
Categoria de bere, sursa de crestere a veniturilor in 2016
BEVERAGES KAI (Nielsen, value KRon)
CATEGORY Sept YTD LY Sept YTD TY Share 2013 Share 2014 Uplift
BEER 618,404.8 663,792.0 24% 24% 7.3%
BEER ALCOHOL FREE 15,525.6 15,576.1 1% 1% 0%
BEER ALCOHOLIC 602,879.3 648,215.9 24% 24% 8%
WINE 215,781.1 225,749.0 8% 8% 5%
DRAFT MINERAL WATER 3,476.7 4,097.3 0% 0% 18%
ENERGY DRINK (READY TO DRINK) 30,390.2 39,038.7 1% 1% 28%
ENERGY DRINK NON CARBONATED (RTD) 561.9 760.9 0% 0% 35%
FRUIT DRINKS & NECTARS 101,556.9 119,378.4 4% 4% 18%
FRUIT JUICES PURE (100%) 36,268.4 42,504.5 1% 2% 17%
ICE COFFEE 1,661.9 2,353.2 0% 0% 42%
ICE TEA (READY TO DRINK) 46,572.6 41,496.7 2% 2% -11%
JUICE MILK DRINK 12.4 0.7 0% 0% -95%
LEMON JUICE 475.9 588.8 0% 0% 24%
MINERAL WATER 326,197.6 357,811.0 13% 13% 10%
MINERAL WATER (FLAVOURED) 2,332.4 2,821.2 0% 0% 21%
MIXERS - NON ALCOHOLIC 6,404.8 6,942.4 0% 0% 8%
SOFT DRINKS 541,123.7 588,768.2 21% 21% 9%
SOFT DRINKS NON-CARBONATED 2,763.1 4,094.9 0% 0% 48%
SPARKLING FRUIT DRINKS/NECTARS 2,737.7 3,123.1 0% 0% 14%
VEGETABLE DRINKS/NECTARS 588.4 772.0 0% 0% 31%
VEGETABLE JUICES PURE (100%) 2,979.9 3,342.8 0% 0% 12%
SPIRITS 239,282.6 243,902.2 9% 9% 2%
ALCOHOLIC MIXES 44,028.1 40,459.9 2% 1% -8%
TOTAL 2,557,985.2 2,752,188.5 100% 100% 8%
Share Of ThroatBerea este cea mai importanta categorie in Beverages (24% in valoare)
Convert consumers and shoppers in to more premium
areas of the Beer category through brands that are
credible
Make it easier to grab cold beer to fit in with
consumers demand for drinks ready to go,
with or without food
Excite consumers with new and exciting brands
and flavours
Give consumers an exciting platform for
pursuing a healthier lifestyle
Give shoppers and consumers greater
help and confidence to find new Beers
Create excitement & generate value in the
familiar favourites
Category Drivers
Our Portfolio
Cum intampina Bergenbier S.A. trendurile din comertul
traditional?
Innovative TMK Activities & POSM’s
Innovative TMK Activities & POSM’s
Drivers
More People
More Often
Spending more
Buying more
Hitting TargetsUnderstanding shopper
CATMAN Projects
1 2 3 4
Enablers
Range
Space
LayoutPOSM
Price
Promo
Product Innovation – Bergenbier ALE
Superior Taste Award 2016Produsul Anului 2015 in categoria de bere
Q & A