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PLACE A

COCA-COLA
COOLER IN
FIRST POSITION

p
p
o
o
r
0
t
u
0
n
0
,

it y

PLACE A COCA-COLA
COOLER IN FIRST POSITION

0+

n
o

3,

tr a n s a

i
t
c

How is this profit potential possible?

Shopped
Category

82%

Soft Drinks 62.3%


Confectionary 13%
Bread 4%

of soft drinks sold are impulse

COKE & FOOD

Shoppers buy food with drinks

Right Equipment, Hassle Free

35% or 394
annual energy savings

from Energy Management Systems (EMS)

+10%

FREE

sales increase
from LED lighting

cooler on loan
1000 value

FREE

installation &
maintenance

480+ value

Right Brands that Consumers Prefer


Favorite Brands vs. Nearest Competitor
7,0x

4,0x
1,5x

6,0x

1,5x

3,0x

4,0x

Other Retailers are Cashing In...

Bckerei Horsthemke

Backwerk

Knigsbergerstr, Dsseldorf

Friedrichstr, Dsseldorf

2,800 Profit per year


3520 transactions

3200 Profit per year


4100 transactions

PROFIT PICTURE Lets Run the Numbers


Your average Coca-Cola monthly sales (cases)

72

Your average Coca-Cola monthly transactions

3,732

Your average profit per case ($)

$13

Your total current monthly profit

$965

Estimated percentage sales increase from


placing a cooler in First Position

18%

154

$2,084

0 costs for you


Coca-Cola will do for free

Additional Cases

Increase in profit/month

Remodeling/moving cost

3,732
Additional Transactions

Your Incremental
Annual Profits

$2,084

Closing the Sale

Thank the retailer for their partnership


Select and order a cooler
Provide installation instructions
Suggest a product mix to maximize cooler profit
Coordinate product delivery to coincide with
cooler delivery
Track & communicate the results with your retailer

FAQ & Common Concerns


I already have my ice cream cooler in first position

I cannot afford a cooler because of energy costs

I have my own cooler, why do I need yours?

I do not have space in the suggested position

I do not have an available electrical outlet in


the suggested position

I already have my ice cream cooler in


first position
Your Numbers

Coca-Cola Ice Cream

Average Monthly Sales (Units)

72

30

Average Monthly Transactions

1728

450

13

965

225

11.578

2.700

Average Profit per Unit


Current MONTHLY profit
Current YEARLY profit
Monthly % Increase in Sales,
cooler in first position
Inc. Annual Transactions per Year

18%

Use the calculator to


estimate sales rate,
margin & profit per unit

3.732

Incremental Yearly Profit

2.084

Total Coca-Cola Yearly Profit

13.662

Compare Coca-Cola
to other categories

2.700

Emphasize key features &


benefits of the cooler
(EMS, LED)

I cannot afford a cooler because of


energy costs
Our coolers have the latest technology to reduce energy consumption.

Your Numbers

Coca-Cola

Average Monthly Sales (Units)


Average Monthly Transactions
Average Profit per Unit
Current MONTHLY profit
Current YEARLY profit

Energy Management System


- 35% Energy
- $XXX annually

Monthly % Increase in Sales,


cooler in first position
Inc. Annual Transactions per Year
Incremental Yearly Profit

LED Light
+ 10% Sales
+ XXX cases/year

Total Coca-Cola Yearly Profit

In addition, the profit you generate with our coolers offsets the energy costs

I have my own cooler, why do I need yours?

You increase the share


of cold visible inventory
of Coca-Cola products
with brands your
customers want

Coca-Cola
will provide:

FREE cooler on loan


FREE installation
FREE maintenance

You receive an
attractive, hassle free,
world class cooler
equipped with an
energy reduction device
& LED lighting

I do not have space in the suggested position

Your Numbers
Average Monthly Sales (Units)

Coca-Cola Category 2 Category 2

Do a quick store layout and


suggest alternative good
locations for the cooler

Average Monthly Transactions


Average Profit per Unit
Current MONTHLY profit
Current YEARLY profit
Monthly % Increase in Sales,
cooler in first position
Inc. Annual Transactions per Year
Incremental Yearly Profit

Also ask your supervisor to


talk to the cold drink
department to find an
innovative way to place the
cooler in the desired position

Total Coca-Cola Yearly Profit

Use the profit calculator to


demonstrate the value of
the cooler in that position
vs. other product categories
in that position

I do not have an available electrical outlet in


the suggested position

Assure the retailer


that Coca-Cola will
schedule a visit to
review technical
limitations & provide
solutions

Ask the cold drink


department to visit
the outlet and
provide solutions

Assure the retailer


that Coca-Cola will
help to reset the
store, if needed

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