X5 Corporate Center · RUS:X5
X5 Corporate Center — X5 Retail Group — Investor Day (October 2009)
18 slides from X5 Corporate Center's investor day presentation, Oct 20, 2009
Slide 1: X5 Marketing Activities: Communicating with Our Customers
X5 Marketing Activities: Communicating with Our Customers Karina Chernikova Marketing Director X5 Russian Retail Days 20 October 2009 2009, Moscow p. 1
Slide 2: Disclaimer
Disclaimer This presentation does not constitute or form part of and should not be construed as an advertisement of securities, an offer or invitation to sell or issue or the solicitation of an offer to buy or acquire or subscribe for securities of X5 Retail Group N.V. or any of its subsidiaries or
Slide 3: Today's Presentation
Today’s Presentation I. X5’s Marketing Activity II. Positioning Our Formats III. Customer Communication IV. Loyalty Programs V. Cross-Format Opportunities pp VI. New Projects p. 3
Slide 4: X5's Marketing Function
X5’s Marketing Function Our Goals ¾ Enhance Awareness of Our Brands ¾ Retain Existing and Attract New Customers to Drive Traffic ¾ Drive Average Purchase Size ¾ Enhance Customer Loyalty ¾ Optimize Our Marketing Expenses Our Approach ¾ Analyze External Environment and Our Capabilities ¾ Define New Wa
Slide 5: Differentiation of Format Positioning
Differentiation of Format Positioning Soft Discounters • Price Pi L Leadership d hi • Close to Your Home Supermarkets • Best in Fresh • Best in Service • Best in fresh promotions Hypermarkets • Everything under One Roof • At Low Price • Wide choice of own production offers • For the Whole Family • S
Slide 6: Pyaterochka: Means of Communicating with Our Customers
Pyaterochka… …Means Means of Communicating with Our Customers ¾ TV Advertising g ¾ Russia’s National Football Team Sponsorship ¾ Print Media ¾ In-Store Advertising ¾ PR Campaigns ¾ Loyalty Programs p. 6
Slide 7: Perekrestok: Means of Communicating with Our Customers
Perekrestok… …Means Means of Communicating with Our Customers ¾ TV ads, Billboards, Print Media, Catalogues, Internet, In-Store Communications ¾ Loyalty Program ¾ Social Programs (Perekrestok Goes to Schools!) ¾ PR C Campaigns i p. 7
Slide 8: Karusel: Means of Communicating with Our Customers
Karusel… …Means Means of Communicating with Our Customers ¾ TV ads, Highway Billboards 3x6, Supersites, Catalogues, g , Internet,, In-Store ¾ Loyalty Program ¾ PR Campaigns p. 8
Slide 9: Perekrestok Loyalty Program
Perekrestok Loyalty Program “Club Perekrestok” is a Personalized Bonus Accrual Loyalty Program Program Description • Customers C t accrue b bonus points i t th thatt can b be used d tto pay ffor ffuture t purchases h • Additional bonus points are accumulated during special actions • Most active clie
Slide 10: Karusel Loyalty Program
Karusel Loyalty Program “Karusel Frequent Customer” is a Discount Loyalty Program Program Description • The Th card d price i varies i from f 29 rub b to t 95 rub b • Card holders get special price offers on certain goods at Karusel • Additional discounts during special sales events to enhance custo
Slide 11: Regular Loyalty Campaigns
Regular Loyalty Campaigns Perekrestok and Karusel Hold Regular Loyalty Campaigns Toy Dogs Purpose: Drive sales and support gross margin Description: Large purchases rewarded with free stickers. After collecting enough stickers, customers receive cute toy dogs as a gift Over 900,000 toy dogs given to
Slide 12: Pyaterochka's Loyalty Campaigns
Pyaterochka’s Loyalty Campaigns Key Loyalty Driver in Pyaterochka is Price Leadership! ¾ We support customer loyalty at Pyaterochka with regular special offers and “wholesale” deals ¾ Going g forward, our strategy gy for Pyaterochka y will be based on: – Coupon campaigns: distribution of coupons tha
Slide 13: Cross-Format Communication Tools
Cross--Format Communication Tools Cross ¾ Cross-Format Promotions ¾ Joint Actions/Campaigns with Suppliers/Partners ¾ Actions/Campaigns Linked to Holidays, National Events p. 13
Slide 14: Cross-Format Private Label Strategy
Cross--Format Private Label Strategy Cross Aligning Private Label Concept to Enhance Multi- Multi-Format Leverage Low Price Segment Medium Price Segment Premium Segment Price Leaders Margin Builders Margin Builders “Red Price” Multiple Single Brand Single Brand Brands Single Brand • Alcohol • Fish •
Slide 15: SmartMedia Unified Brand
SmartMedia Unified Brand SmartMedia Brand Unifies X5 Entertainment and Electronics Offerings • In May 2009 X5 launched SmartMedia as a unified brand for music, movies and electronics offerings in its Karusel hypermarkets, Perekrestok supermarkets and Pyaterochka discounters • SmartMedia S tM di stor
Slide 16: New Projects: Branded Mobile Services
New Projects: Branded Mobile Services X5 Plans to Launch MVNO (Mobile Virtual Network Operator) Services under Its Own Brand Equipment & Sales, tariffs, Branding Branding, Radio Switching Call Center, Payments marketing, Sales Access Roaming Software CRM billing advertising Mobile Operator MVNO with
Slide 17: New Projects: X5 Media
New Projects: X5 Media X5 Media Not Only Supports X5’s Advertising Needs but also Offers Services to Third Parties C Competitive titi Strengths St th • Leveraging X5’s store base and regional coverage • Ability to quickly adjust to customer needs Goals • Generate additional revenue • Partnerships wi
Slide 18: Thank You!
X5RETAILGROUP THANK YOU! p. 18