Travel retail en mexico

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  • Publicado : 14 de enero de 2012
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GTR in Mexico

Action Plan – January 08

Outcome & Key Actions

Next Steps

Global GTR

Global Strategy (Brand and Merchandising

Regional Strategy (Cycle, SSC, Pricing andAssortment
Implementation, Support & Co-participation

Market Environment
Accounts to be managed: 4 (Dufry México, Latinoamericana Duty Free, Aldeasa, Wisa)

Number of outlets: 42

Citieswith outlets: 14 (DF, Cancún, Cozumel, Guadalajara, Ixtapa, Laredo, León, Los Cabos, Mazatlán, Mérida, Monterrey, Nuevo Progreso, Puerto Vallarta, Reynosa.

Departments involved
KAIntegrate POS within a Sales Route
Merchandising Implementation (Shelving, Back wall & Brandings)
Promotions Availability (Ensure Promotions according to cycle)
Assortment information /recommendation
Best Before Management
Guarantee Plano gram Compliance
Suggested Order info according to displacement / Sales forecast
Competitor Information
Staff training
OMS Reporting (OOS,Price, Facings, Inventory Info)

Merchandising Development
Brandings Production
Cycle Plan Integration
Sales data analysis / forecast accuracy

Account Management
Key Account Engagement (periodicBusiness Reviews)
Negotiation of spaces and activities
Budget Allocation & Control
Sales Forecast consolidation and input (SOP Meeting)

Introduction to Account key personnel (centraloffices)
Outlet Contact Matrix
Follow up to activities in the account

Introduction to Account key personnel (central offices)
Outlet Contact Matrix

No contact

WisaCompany entering the country
First Store opening Abril 08
Key markets (DF, Cancún, Cozumel, Mty) started in April weekly visits to every POS
All visits are performed by a TME
Visits areprogrammed in HH and assigned to a established territory

Visits comprise the following points:
Promotions (cycle grid implementation - cycle sent by the region)
Communication implementation and/or...
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