Sales performance Jan-Jul 2015 growth 7.35% when compare to last year. On the other hand, 7-Eleven sales in
Jan-Jun 2015 sales drop -2% mainly from Trio P5 and Trio Gold P8 effect from corporate promotion latest round
they dose not load order in Jun.
With reference to our meeting last quarter, there are 3 conditions for exclusive SKU;
- Existing SKU with normal price + premium : Sell at normal price no extra charge.
- Existing SKU + premium with mark up price. At the end of seasonal period, store will sell at normal price and
supplier support premium price
- New SKU + premium. Supplier agreed extra budget to support the clearance plan (Step mark down).
Now, 7-Eleven inform that exclusive SKU can be other SKU not only exisiting SKU in 7-Eleven. Timeline that we
should propose is March.
7-Eleven suggest us to join 7-card promotion.
- Privilege for 7-Card member 1.5M persons or 1 in 7 of all 7-Eleven customers.
- Limit 2 SKUs per week.
- Discount 35 - 40%.
- Merchadiser can control maximum order per store to protect back door issues.
- Growth 4 - 5%, rate of redemption not over 10%.
- Expand distribution to all stores.
- 7-Eleven support all media and advertising.
Period that still available is 1 - 7 October but they convince us to joun this promotion last week of October or first
week of November due to our product is big pack size. Discount 35% from 87B to 57B.
With reference to our meeting last quarter, Moccona set target this year 424 MB growth 20.5% but 7-Eleven see
our target quite high and request us to breakdown this target from total year to monthly and quaterly. So, we
revised target to 394 MB growth 12% and they agree with this target but need us to compare target VS YTD in
order to keep monitor.
5.1) Hanger project. 7-Eleven initiate new project with hanger 9+1 in their store on condition that;
- Only@ SKU
- Product that has promotion.
- NPD
In term of expenditure 1 hanger = 80B/stores (1 hanger contain 8 sticks).
5.2) Chinese tourists project. In some area such as RE our product Moccona Trio Espresso and Moccona Trio
Rich&Smooth pack 5 is famous SKU for Chinese tourists. Thus, they innitiate this project by collect bestseller SKU
to sell in their store. Phase 1 already done = 100 stores and will expand Phase 2 = 900 stores soon. They would like
other support such as product sampling in those area.