Home' Convenience and Impulse Retailing : June 2010 Contents 18
www.c-store.com.au | C&I | June 2010
Breath Fresheners & Gum
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Coca-Cola has released a new, great tasting
shot that will satisfy the need for a quick
liquid energy kick and targeted especially at
those customers who don't have the time to
drink a larger can of energy drink.
"Consumers are busy and often need a
quick hit of energy, without all the liquid,
so they can get on with their day," says
"MOTHER Big Shot is now available with
the same great taste 'Mother' fans love,
but in a smaller size with extra sugar,
taurine and guarana for an extra energy
Marketing support kicked off in May and
will include billboards, sampling and in-
MOTHER Big Shot is available now in
selected Convenience & Petroleum outlets
and Supermarkets Nationally; RRP is $2.49.
For further information visit call Coca-
Cola on 132 653
"Mother Big Shot" hits shelves
visibility via display or front counter/check-
Ferrero develops specific displays and
point of sale (POS) merchandise that is
tailored to the convenience channel.
"Our merchandising designs accom-
modate the space limitations in these
stores and provide flexible stock-weight
levels," said Ms Kulukovski. "Pre-packed
units allow for ease of execution and
minimal handling at store level and ensure
that operators can display the full and
successful Tic Tac flavours."
The leading Tic Tac products in the
convenience channel are the Tic Tac 24g
singles in Orange, Peppermint, Spearmint
and the new Citrus Twist Flavour. Despite
having been in the market for over 30 years
but particularly for impulse products like
gum and breath fresheners.
"Typically when these types of products
are put in front of shoppers they will
buy them on impulse as they are easily
consumed, highly popular and relatively
low cost treats," said Mr Bryans.
especially important to help get your new
lines noticed and induce trial."
Ferrero, the manufacturers of the Tic Tac
brand couldn't agree more.
POS for instore visibility
"Only one in two shoppers plan to purchase
pocket packs; therefore visibility in store
is imperative," said Elizabeth Kulukovski,
Category Marketing Manager -- Tic Tac.
"The trigger for purchase is primarily
the brand continues to demonstrate double
digit value growth in the convenience
channel ... more than 15% over the past 12
"Ferrero envisages that the category
will continue to perform well, especially in
the convenience channel where retailers
are tailored to securing the all important
impulse purchase better than some
other channels," said Ms Kulukovski.
"Convenience, visibility in-store and a
strong product offer focussed on the key
brands and the top performing flavours will
be the essential drivers to its continued
growth in this channel."
She says that shoppers are always looking
for something new to try, hence innovation
and flavour refreshment will also be crucial
in driving the category. Nonetheless, the
top five brands still account for 62% of
category value in convenience.
"It is extremely important to carry a
variety of pocket packs and gums (mints
& fruit variety) in a convenience store.
However it should be limited to key brands
and the top performing flavours only,"
Ms Kulukovski said. "The very nature of
this category is that it is primarily an
impulse category so therefore there is the
possibility of a lost sale if the right offer or
the right flavour is not visible or available."
Most C&I customers could be described
as grab and go shoppers who don't want to
spend time browsing the category to find
what they want.
"Visibility at the front counter will
continue to be imperative to securing the
impulse sale," said Ms Kulukovski. "The
front counter should focus on pocket packs
and chewing gums equally, as there is very
limited crossover between gum and pocket
pack shoppers ... with only 9% of households
purchasing both in the last 12 months."
In such a competitive and impulsive
category, effective packaging is obviously
also critical in helping brands to stand out
from their competitors on shelf.
Packaging & pocketability
"Packaging in this category is focussed
on portability and pocketability," said
"Consumers also want
something that is seen to be cool or trendy
and this can be seen in the innovative
packaging we can see across both the
pocket pack and chewing gum categories."
Of course, few packages stand out as
effectively as Tic Tac's iconic clear box
which has maintained its modern feel and
relevance since its launch in 1976.
There are always new innovations
however and newcomers like Rio Mints
believes its packaging will create a brand
experience that will maximise usage
"The Rio product comes in a trendy tin
with an ingenious slide locking mechanism
for ease of use and portability," said Phil
Clapham, Marketing Manager, Rio Mints. "The
target market loves the fact that the mints can
be dispensed singly and the fact that you do
not end up with a handful of mints."
And, he says, the unique packaging
makes Rio Mints a lifestyle accessory for
socially active females. Rio Mints were
launched in Australia with two variants:
Sugar Free Honey Melon & Sugar Free
Pink Grapefruit. To date they are only
ranged with Caltex and Woolworths but
the company hopes to further widen its
The new Lemon/Cola and
Strawberry/ Berry flavoured
Mentos Bubble Gum will soon
be on the market -- and with its strong
marketing support, will bring news to the
bubble gum market.
Stuart Alexander has
plans to further grow the
Fisherman's Friend brand, which
is already valued at $500k within
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