Created by : Kostas Evangelos

Employer’s name:

Kostas Evangelos

Age: 24 Company: Bacardi Hellas Work Period: 2011-2012

Official Position:

Merchandizing (Off Trade Channel) Extra work fields:

Promotion / Event Planner (On Premise)

Profile

Merchandizing Achievements (Off Trade Channel)

• Elimination of Out of Stocks up to 90% in my outlets.

• Outstanding visibility in basic brands (Bacardi-Martini-Dewar’s family) and increase of theirs market share up to 50% in several outlets (My Market SM, Makro C&C, Carrefour HMs).

• Agreements with my customers for an extra display, (on floor or Full gondola), without paying a rent charge and up to the traffic flow.

• Excellent activation of AVQPAP driver

Extra displays Increase of market share in Bacardi RTDS & RTS Brands

Before (first trade visit in the outlet) After ( 1 month later)

On floor displays Makro Hellas C&C (First in the traffic flow in contrast to competitor’s displays)

Market share (1) (Dewar’s White Label)

Before (8,3% in standard whisky) After (15% in standard whisky)

Market share and Merchandizing Standards Activation (2) (My Market SM)

Before – random positioning After (Bacardi family blocks)

Merchandizing Standards Activation (Dewar’s White Label My Market SM)

Before (bottom level) After (1 week later) chest level

Visibility - Market Share Carrefour HMs

• Astonishing visibility for Bacardi RTDs in contrast to competitor’s RTDs.

• Bacardi RTDs gain in market share (70%) in RTDs category.

Nightlife Bacardi Events (On Trade Channel)

Bacardi “Wave the winter” Party

• Attending : 200 people

• Venue: Polidroso Club https://www.facebook.com/Club.Polydroso

Back-Bar Visibility

Back-Bar Set up with full display of the Bacardi Hellas Brand Portfolio, makes possible product’s recognition from our guests.

Advocacy POS material (1)

Anniversary Banners Wall screen ( Bacardi TV commercials)

Advocacy POS material (2)

Stands Leaflets

Quality Enhancement • Flair demonstration from the Greek champion of the “National Flair

Bartending championship 2011).

• Tasting promos of Bacardi Oakheart Rum (shots sampling).

Martini Promotion

• Attending: 80 persons

• Venue : Theatre hall (film premiere)

• TV cover – famous appearances (actors- show biz persons).

Asti Martini TV Broadcast

Well known Greek actress Actors from the theatre film

* TV Broadcasting of Martini Asti was free, without any economical cost!

Additional photos

Tasting Promos

• In addition to my work position, I took part as a promoter/ trained Bartender in two tasting promos of Martini Royale and Bacardi Daiquiri RTS.

• Tasting Promos took place in Carrefour Hypermarket of Gerakas, Fridays and Sundays, from June 2012 till October 2012.

Communication skills (1)

Instant purchase Cocktail leaflet activation

Communication skills (2)

Communication with the appropriate target age group of Daiquiri RTS

Explaining the best way of tasting a Bacardi Daiquiri RTS

POS Set up

Behind the Bar In front of the Bar

Exclusive party

• I organized an exclusive party in my garden’s kiosk, and i exploited the opportunity of promoting Bacardi Daiquiri RTD and Martini Royale cocktail.

• All of my invited guests noticed that the taste of Martini Royale was really smooth and refreshing (both genres).

Additional Information

• All of my extra work activity began with my own decision, triggered by the inspiring and family-looking work environment of Bacardi Hellas company.

• As you can notice by this presentation, I have conducted market analysis concerning product positioning, aiming the best possible visibility for the displays (attending eye level contact with product).

Sales Representative

• Channel: Off Trade

• Account: Carrefour Marinopoulos

• Location: South Area of Athens

• Working period: March 2014 – July 2014

Achievements • Locally agreement with customer for a mega display during the Football World Cup period (June 2014), including the four core brands of the company supported with Pos material.

• Extra displays on the traffic flow and close to fast moving products.

• 60% average display penetration in every outlet in relation to the competition. (ex. outlet with 5 beer displays : 3 out of 5 our products, the other 2 competitors products.

Mega display in Carrefour Planet Gerakas

Mythos display in Carrefour Marinopoulos in Voula Features: 1) Free of charge due to my valuable services to the outlet. 2) Location > on the traffic flow where it is very possible to give instant sales for mythos brand because it activates the instant purchase of consumers.

Example of a display sales occasion (pyramid display)