Coffee & Cereal

Must-Carry SKU and Planogram

..

Vouno Trade and Marketing Services Corporation

JUNE 2018

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Outline of Topics

1) Must Carry SKU per channel

2) Standard Planogram

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 MUST-CARRY SKU

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 Must-carry SKU (Coffee)
COFFEE MIXES - MUST CARRY - 18

KOPIKO BLANCA KOPIKO BROWN KOPIKO BLACK

CHANNEL TYPE DEFINITION TWIN HANGER POUCH MB TWIN HANGER POUCH MB TWIN HANGER POUCH MB

Small neighborhood store selling a

SARI-SARI wide variety of food and non food
     
STORES items. Sells re-packed items in smaller
units i.e. oil, sugar

May or may not have a selling area;

may or may not have a cash register;
account that sell their items to smaller      
retailers; may have offsite warehouse
WHOLESALER and delivery trucks.
Routing wholesaler that covers area
with insurgency, security concerns, far-
        
flung areas and non-viable routing
areas.

Sari-sari Store inside/within the

PUBLIC MARKET premises of the Public Market (sells      
general merchandise).
Outlet where customers eat ready
FOOD OUTLETS cooked food at the counter and offers      
limited table service.
SUPERMARKET Supermarket with 25 or more COCs            
Sells limited assortment of SKUs and
CONVENIENCE sells it at higher prices; operational at
  
STORE least sixteen hours a day; negotiations
are done in head office.

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 Must-carry SKU (Coffee)
COFFEE MIXES - MUST CARRY - 18

DOUBLE
KOPIKO LA CAPPUCCINO
CUPS

CHANNEL TYPE DEFINITION HANGER MB HANGER POUCH MB TWIN

Small neighborhood store selling a

SARI-SARI wide variety of food and non food NICE TO NICE TO

STORES items. Sells re-packed items in smaller HAVE HAVE
units i.e. oil, sugar

May or may not have a selling area;

may or may not have a cash register;
account that sell their items to smaller   
retailers; may have offsite warehouse
WHOLESALER and delivery trucks.
Routing wholesaler that covers area
with insurgency, security concerns, far-
   
flung areas and non-viable routing
areas.

Sari-sari Store inside/within the

PUBLIC MARKET premises of the Public Market (sells   
general merchandise).
Outlet where customers eat ready
FOOD OUTLETS cooked food at the counter and offers   
limited table service.
SUPERMARKET Supermarket with 25 or more COCs      

Sells limited assortment of SKUs and

CONVENIENCE sells it at higher prices; operational at
 
STORE least sixteen hours a day; negotiations
are done in head office.
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 Must-carry SKU (Cereal)
CEREAL MUST CARRY - 7

ENG SWEET
ENG CHOCO ENG VANILLA
CORN

CHANNEL TYPE DEFINITION HANGER POUCH MB HANGER POUCH MB HANGER

Small neighborhood store selling a

wide variety of food and non food
SARI-SARI STORES   
items. Sells re-packed items in smaller
units i.e. oil, sugar

May or may not have a selling area;

may or may not have a cash register;
account that sell their items to smaller   
retailers; may have offsite warehouse
WHOLESALER and delivery trucks.
Routing wholesaler that covers area
with insurgency, security concerns, far-
    
flung areas and non-viable routing
areas.

Sari-sari Store inside/within the

PUBLIC MARKET premises of the Public Market (sells   
general merchandise).
Outlet where customers eat ready
FOOD OUTLETS cooked food at the counter and offers   
limited table service.
SUPERMARKET Supermarket with 25 or more COCs       

Sells limited assortment of SKUs and

CONVENIENCE sells it at higher prices; operational at
  
STORE least sixteen hours a day; negotiations
are done in head office.
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 STANDARD PLANOGRAM

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 SUPERMARKET & GROCERIES
COFFEE MIXES PLANOGRAM

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PLANOGRAM - SUPERMARKET

VERTICAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH MORE THAN (25) FACINGS

Share of Shelf: 33% 25% 17% 8% 8% 8%

Kopiko Blanca Pouch Brown Pouch Black Pouch LA Minibag Cappuccino Pouch Double Cups Hanger
Kopiko Blanca Minibag Brown Minibag Black Minibag LA MInibag Cappuccino Minibag Double Cups Hanger
SKU: Blanca Hanger Blanca TP Brown Hanger Brown PT Black Hanger Black PT LA Hanger Cappuccino Hanger Double Cups Hanger
Blanca Hanger Blanca TP Brown Hanger Brown PT Black Hanger Black PT LA Hanger Cappuccino Hanger Double Cups Hanger
Blanca Hanger Blanca TP Brown Hanger Brown PT Black Hanger Black PT LA Hanger Cappuccino Hanger Double Cups Hanger

* Assuming that the customer goes from left to right

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PLANOGRAM - SUPERMARKET

HORIZONTAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH LESS THAN (25) FACINGS, (4) LAYERS

4th Layer Blanca Hanger Blanca Twin Pack Blanca Pouch Blanca Minibag
3rd Layer Brown Hanger Brown Promo Twin Brown Pouch Brown Minibag
2nd Layer Black Hanger Black Promo Twin Black Pouch Black Minibag
1st Layer LA Coffee Hanger LA Coffee Minibag Cappuccino Hanger Cappuccino Minibag Double Cups Hanger

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PLANOGRAM - SUPERMARKET

HORIZONTAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH LESS THAN (25) FACINGS, (5) LAYERS

5th Layer Blanca Hanger Blanca Twin Pack Blanca Pouch Blanca Minibag
4th Layer Blanca Hanger Blanca Twin Pack Blanca Pouch Blanca Minibag
3rd Layer Brown Hanger Brown Promo Twin Brown Pouch Brown Minibag
2nd Layer Black Hanger Black Promo Twin Black Pouch Black Minibag
1st Layer LA Coffee Hanger LA Coffee Minibag Cappuccino Hanger Cappuccino Minibag Double Cups Hanger

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PLANOGRAM - SUPERMARKET

HORIZONTAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH LESS THAN (25) FACINGS, (6) LAYERS

6th Layer Blanca Hanger Blanca Twin Pack Blanca Pouch Blanca Minibag
5th Layer Blanca Hanger Blanca Twin Pack Blanca Pouch Blanca Minibag
4th Layer Brown Hanger Brown Promo Twin Brown Pouch Brown Minibag
3rd Layer Brown Hanger Brown Promo Twin Brown Pouch Brown Minibag
2nd Layer Black Hanger Black Promo Twin Black Pouch Black Minibag
1st Layer LA Coffee Hanger LA Coffee Minibag Cappuccino Hanger Cappuccino Minibag Double Cups Hanger

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PLANOGRAM - SUPERMARKET

END-GONDOLA
Stores with (5) layers of shelf space

50% Singles 50% Twin Pack

5th Layer Blanca Hanger Blanca Twin Pack
4th Layer Blanca Hanger Blanca Twin Pack
3rd Layer Brown Hanger Brown Promo Twin
2nd Layer Black Hanger Black Promo Twin
1st Layer LA Coffee Hanger LA Coffee Minibag Double Cups Hanger

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PLANOGRAM - SUPERMARKET

END-GONDOLA
Stores with (6) layers of shelf space

50% Singles 50% Twin Pack

6th Layer Blanca Hanger Blanca Twin Pack
5th Layer Blanca Hanger Blanca Twin Pack
4th Layer Brown Hanger Brown Promo Twin
3rd Layer Brown Hanger Brown Promo Twin
2nd Layer Black Hanger Black Promo Twin
1st Layer LA Coffee Hanger LA Coffee Minibag Double Cups Hanger

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 SUPERMARKET & GROCERIES
CEREALS PLANOGRAM

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PLANOGRAM - SUPERMARKET

VERTICAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH MORE THAN (10) FACINGS

SOS 35% 40% 25%

Energen Vanilla Pouch Energen Choco Pouch Energen Sweet Corn Hanger
SKU Energen Vanilla Minibag Energen Choco Minibag Energen Sweet Corn Hanger
Energen Vanilla Hanger Energen Choco Hanger Energen Sweet Corn Hanger

* Assuming that the customer goes from left to right

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PLANOGRAM - SUPERMARKET

HORIZONTAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH LESS THAN (10) FACINGS and (4) LAYERS

50% 50%
4th Layer Energen Vanilla Hanger Energen Vanilla Hanger
3rd Layer Energen Choco Hanger Energen Choco Hanger
2nd Layer Energen Sweet Corn Hanger Energen Sweet Corn Hanger
1st Layer Energen Vanilla Pouch Energen Vanilla Minibag Energen Choco Pouch Energen Choco Minibag

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PLANOGRAM - SUPERMARKET

HORIZONTAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH LESS THAN (10) FACINGS and (5) LAYERS

50% 50%
5th Layer Energen Vanilla Hanger Energen Vanilla Hanger
4th Layer Energen Choco Hanger Energen Choco Hanger
3rd Layer Energen Sweet Corn Hanger Energen Sweet Corn Hanger
2nd Layer Energen Vanilla Pouch Energen Vanilla Minibag
1st Layer Energen Choco Pouch Energen Choco Minibag

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PLANOGRAM - SUPERMARKET

HORIZONTAL BLOCKING
SHELF PLANOGRAM FOR STORES WITH LESS THAN (10) FACINGS and (6) LAYERS

50% 50%
6th Layer Energen Vanilla Hanger Energen Vanilla Hanger
5th Layer Energen Choco Hanger Energen Choco Hanger
4th Layer Energen Choco Hanger Energen Choco Hanger
3rd Layer Energen Sweet Corn Hanger Energen Sweet Corn Hanger
2nd Layer Energen Vanilla Pouch Energen Vanilla Minibag
1st Layer Energen Choco Pouch Energen Choco Minibag

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REMINDERS (CATEGORY SHELF)
• Coffee Mixes

• Coffee Mixes should be placed on the right of Nescafe.

• Please avoid the corner placement of our products in the corners of the
category shelves.

• Cereals
• Energen Cereals should be seen in the Cereal Category Shelf.

• Cereals should be placed on the right of Quaker Oats.

• Please avoid corner placement of our products in the corner position of the
category shelves.

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 PUBLIC MARKET, SARI-SARI STORE
COFFEE & CEREALS PLANOGRAM

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WIREHANGERS
KOPIKO OMNIBUS WIREHANGER ENERGEN WIREHANGER

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REMINDERS (FRONTAL DISPLAY)

• Frontal Displays can be executed in retail channels where the Omnibus Wire
Hangers can be installed (Groceries, Sari-Sari Stores, Public Market Stalls &
similar areas).

• If the store can accommodate only one megawire hanger, prioritize the
installation of the Kopiko Singles, followed by Energen Singles.

• If the store can only accommodate only one wire hanger but does not carry all
Kopiko Singles, twin packs may take it place. Twins should be displayed in this
order: Kopiko Blanca, Kopiko Brown and Kopiko Black

• If the store can accommodate two mega wirehangers, the singles should be
displayed first followed by the twin packs and finally, Energen.

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 Thank You

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