The document discusses Bacardi rum and opportunities to grow its sales in Russia through developing a cocktail culture and shop-in-shop displays. It notes that Bacardi has 61% of the Russian rum market. A shop-in-shop trial at Metro stores led to a 33% increase in sales volume. The shop-in-shop displays used interactive technology, recipes, and quality materials to provide value, information, and an enhanced in-store experience for consumers.

1. Shop-in-Shop Bacardi

3. Consumption in Russia =

4. Cocktail culture

5. Why cocktail? Sales volume! * Comcon, Russia, 2008, consumers of premium alcohol between 400 rur. for 0.5 l Ingredients sales! Consumption culture! For consumer For producer and retailer + for retailer

6. What is cocktail for retailer? + + + = $$ = $ Bacardi

7. Where do consumer drink cocktails? Off-trade has great potential for cocktail culture development * Comcon, Russia, 2009, consumers of premium alcohol between 400 rur. for 0.5 l

8. Layout Before After

9. The result Shop in Shop: +33% sales volume Sales Before After

10. How?

11. Visualization Monitors Sound 2+1 Light-boxes Plazma screen United composition!

12. Information value and convenience Touch screen Recipes send function by e-mail and bluetooth Every recipe printing in store

13. Quality Coloring in-store print Materials and assembly

14. SiS assessment by consumer * Resource: Consumer survey in Metro by Global Point agency

15. How? SiS Video