METRO Cash & Carry Russia In-store marketing of Fish and Seafood

Moscow, October, 28th, 2010

Copyright 2009 METRO Cash & Carry International GmbH

Member of METRO Group

Agenda 3 6 8 METRO Cash & Carry Russia Customers and assortment Our marketing strategy for Fish and Seafood

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METRO Group general data

METRO Group is in TOP 500 Worlds largest companies (Fortune Global 500)

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METRO Group general data

METRO Cash & Carry international leader in wholesale trade

Over 670 stores in 31 country of the world* Total trading space - 5,3 mio sq. m More than 106 thousand employees Sales in 2009 31 bln
* As of 23 March 2010 .

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METRO Group general data

METRO Cash & Carry in Russia

Sales in 2009, bln euros Employees by 01.10.2010 Quantity of METRO Cash & Carry stores by 01.10.2010

2,6*

13 000

52

* Calculated based on local currency to eliminate exchange rate distortions

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METRO Cash & Carry Russia customers

METRO Cash & Carry CUSTOMERS

HoReCa

TRADERS

Offices, service companies, etc.

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METRO Cash & Carry Russia assortment strategy

DESTINATION

PREFERRED

CONVENIENCE

SEASONAL/ OCCASIONAL

Category role: Destination Category very important for the key customers Category for which the seller is seen as the best possible source If I shop in this category, I go there Category for which METRO aims for an above average market share Dedicated METRO resources for this type of category

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METRO Cash & Carry Russia - Fish marketing strategy Destination categorys functions: Traffic building Excitement creation Image creation

Strategic elements of Destination Department

Product Full assortment Best choice in market Sub-categories Strong segmentation All brands/articles
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Place Optimal placement Large space High customer frequency Long contact time

Price Leader Best value for the customer

Promotion High level of activity Frequent advertising Multiple channels Individual adjustment

Product

CUSTOMER FEEDBACK

ASSORTMENT

QUALITY
Assortment group Chilled fish Delicatessen fish and caviar Frozen Fish Quality strategy No compromise First price assortment + top quality assortment Shift to high quality assortment Own Brand ARO HoReCa Select

OWN BRANDS
Positioning First price Value brand -professional solution for HoReCa customers Quality value brand

Fine Food

*Supplier must conform to the IFS or GFSI standards

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Place

Scales

Scales

Salmon, trout

Water Tanks

Processed salmon, trout (steaks, medallions)

River / Sea fish fillet

Exotic fish

River whole fish 127 SKU of chilled and alive fish

Sea whole fish

Oysters, prawns

Professional main flow

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Private needs flow

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nesse acl e D hs F t i i ) ec vr es fl es i (

Place Alive goods

Sea Sea Sea Sweet

Sweet

Sweet

Sweet

Sweet

Exotics sold by eyes and by smell Full load of the aquariums Lighting of the water tanks Meet your meal

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Place Delicatessen goods Planograms functions: Guiding the customer Selling the store-focus goods Moving the sales Helping to track the stock Increase of impulse sales

Strong competition in Delicatessen subcategory Vast quantity of the suppliers Abundance of alike goods Own Brands control mechanism Control of the store staff Common storage conditions

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Pricing HoReCa: Flexibility (daily price changes) Not branded goods Availability of goods and reliability of prices Trader: Assortment sustainability Weak brand dependency Bulk offers Competitiveness SCO: Assortment sustainability Brand dependency Competitiveness

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Promotion
INCREASE NUMBER OF CUSTOMERS PROMOTION INCREASE CUSTOMERS LOYALTY ATTRACT NEW CUSTOMERS

Specialized catalogues Crazy price promotion Dokazano (Proved) promo Own Brand catalogue Customer-targeted Metromail BTL means (master-class, degustation) POS-materials to support Own Brand customers

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Contact
Andrey Ignatov
Category manager Fish & Seafood METRO Cash & Carry Russia Leningradskoe Shosse, 71G 125445, Moscow Russia Phone: +7 (495) 981-18-45 Fax: +7 (495) 502-13-02 Andrey.Ignatov@metro-cc.ru

Copyright This concept is intended only for the purpose of presentation and is the intellectual property of METRO Cash & Carry Russia. Passing on to third parties as well as the use and exploitation of the presentation either in whole or in part is expressly forbidden.

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