Budget Meeting (Kazakhstan)

1.

BUDGET MEETING
(KAZAKHSTAN)
(09.02.2023)

2.

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
1 Market and Competition
4 Strategic Context
2 Commercial Review
5 Commercial Plan
3 Brand Marketing Review
6 Brand Marketing Plan
2

3.

Almawine
Market share by IWSR 2021
Business review vs 1st year
TOP-1 of import vodka – 17%
ROUST +147% for 3 BY
TOP-4 of whiskey category – 10%
Brown Forman +50% for 2BY
TOP-5 of wine category – 4%
William Grant and sons +84% for 2BY
TOP-1 in beer category (Carlsberg) – 44%
Wine portfolio +3441% for 3BY
Route to consumer
Storage and transportation facilities
20 subsidiary companies, 100% coverage
3 logistic hubs – Almaty, Aktobe, Pavlodar
28 787 active clients base
24 regional warehouses – 35 673 sq. m
4 main trade channels – Modern Trade,
Transportation facilities – more than 280
Traditional Trade, On-trade, Wholesale
Sales forces – 252 employee
vehicles – 736 tons per day

4.

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
1 Market and Competition
4 Strategic Context
2 Commercial Review
5 Commercial Plan
3 Brand Marketing Review
6 Brand Marketing Plan
4

5.

Corona Market Update
Summary and Status
1. Status on Lockdown & Regulations
No Coronavirus restrictions
Alcohol is non-refundable
E-com in the grey zone
3. Consumer Developments
Flavored spirits consumption raising
Retail develop its own express delivery (e-coM)
Premiumization trend among customers
Islamization
Gen Z venues opening
2. Market & Competitor Developments
4. Internal actions (organizational & tactical)
Off Trade: Kas continues to develop. Magnun
expands via ‘express’ format - bought Firkan (15)
Expansion of high-end liquor stores
On trade: conversion from lux to undeground
E-com continues to grow. +44% online purchases
in 2023. Every 2d customer buy f&b via e-com.
TOP 3 brands = 35% volume share
Jameson, Absolut, Bacardi
Coverage – 20 cities in KZ
Own Shops Nauriz(13) and restaurants
Almawine(8)
3 big hubs for prompt stock replenishment
5

6.

PEST
External Factors and Trends
External Factor
Description
New government
Impact on Spirits / Jägermeister
Development
Assessment
Description
Almaty – economical center
+-
Independent position, new “capital” of Asia
Russian-Ukrainian conflict
Constant Escalation
A huge number of manufacturers are
pulling off the Russian FMCG
market, which led to problems with
logistics chains and stands in
Kazakhstan.
This led to a reduction in the assortments and also
contributed to the price increase.
GDP
Inflation
Exchange rate
Unemployment
▲ 3,4% (2022)
▲20,7%
▲505 per 1 euro
Avg 4,8%
-
The value of money is rising. The security deposit is growing.
The burden for importers is growing
base rate of the national bank
Monthly calculation index
16,75%
▲3450 (3043) KZT
general increase in prices
and fall in the purchasing
value of KZT
minimum wage growth is lower than inflation growth
Migration
Internal and external
+
People come to big cities ( TOP4), ~300 companies think of
relocation to KZ.
Male \ Female
Avg Age
48% \ 52%
29,3 yo
+
200K+ (from 500K) people stayed for a living
E-com evolution
TOP marketplace - KASPI KZ
Negative effect on competitors
+33,7% transactions in e-com 22vs21 (~4 billions)
Virtual warehouse
State control
Positive effect
Transparent sales and reducing grey zone, operational load
on accountants, system. Refusal to sell strong spirits (BC)
Political
Economical
(FX, GDP, Inflation, retail turnover,
etc.)
Social
Technological
6

7.

Regulations in KZ
Summery and status
Consumption and sales from 21+
Strong spirits are sold from 12:00 – 21:00,
low alcohol – 23:00
Tastings in off trade are prohibited
Advertising on television/radio is prohibited
Alcohol is non-refundable
Contest are prohibited
E-com in the grey zone

8.

Business Review
SUMMARY & CONCLUSION
1. Main key client loss. Magnum ( ~31% Volume)
2. Low engagement rate in JagerLiga (10 participants)
Key Learning
last year
3. Irrational expenses
4. Low distribution and presence in trade
5. Lack of irreverent perfectionism in POSM production
1. Supply chain organization in KZ (3 hubs, 24 regional warehouses)
2. 100% presence in TOP clients off trade + in 15.000 venues BC (min 60% of ACB)
Key Challenges
next year
3. New listings in KA +230 venues (Magnum; include mini bottles)
4. Find partners for projects ( BS, off trade sampling, JL)
5. TOP 100 venues in TOP4 cities activated (Lighthouses, BS, JL)
6. Transparence and accuracy in data providing
8

9.

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
1 Market and Competition
4 Strategic Context
2 Commercial Review
5 Commercial Plan
3 Brand Marketing Review
6 Brand Marketing Plan
9

10.

Local Spirits Market and Industry
Market Size and key developments
Volume Local Spirits Market
SPIRITS
(000. 9-L-CS.)
Market & Industry developments
14000
12000
10000
8000
6000
4000
2000
0
Retail prices are increasing
Islamization
2017 Act.
12600
2821
2018 Act.
12300
3114
2019 Act.
11828
3086
2020 Act.
11684
2994
2021 Act.
11357
2834
IMPORTED SPRIRTS
(000. 9-l-cs.)
Total
exc Vodka
One of the main volume driver is wine category.
Premium spirits are discounted
Nomads with money stay in big cities (Astana, Almaty..)
Total
excl Vodka
Data Source: [IWSR]
2017 Act.
1190
330
2018 Act.
1933
397
2019 Act.
1664
395
2020 Act.
2010
410
2021 Act
2489
494
10

11.

Competitor Brand developments
Sales Volume and major developments
Sales Volume & Pricing
Competitor and category developments
Brand Name
Volume 2021
3y CAGR
5y CAGR
Market Share
+/- in %
Retail Shelf Price
( 000. 9-l-CS)
in %
in %
2021
vs. 2017
(in local currency)
Jameson
64,9
7%
16%
16%
163%
9235
Absolut
40,1
19%
22%
10%
272%
6673
Bacardi
33,3
17%
21%
8%
264%
7567
Ballantine's
23,8
18%
20%
6%
246%
7358
Jack Daniels
20,7,
1%
-1%
5%
94%
12700
Finlandia
15,7
0%
-1%
4%
96%
7637
Jim beam
12,9
25%
42%
3%
587%
9345
JÄGERMEISTER
9,72
16%
23%
2%
278%
8700
Captain Morgan
7,9
33%
10%
2%
163%
6470
Johnnie Walker
4,9
1%
-11%
1%
55%
7500
In 2023 JM is planed to be fastest
growing brand
Raising prices = slow down in growth of
competitors
JM to be below 9000 kzt,
discount below 8000 ktz
Jim Beam -27% YTD (upd Nielsen report
2022)
Data Source: [IWSR]
11

12.

Pricing updated 25.01.2023
On-trade and off-trade
Brand
Volume (000. 9-l-cs.)
9,7
20,7
40,1
33,
64,9
23,8
33,3
15,7
12,9
4,9
Retail Shelf Price (70cl)
8700
12700
6673
7567
9235
7358
6470
7637
9345
7500
Target Shelf Price (70cl)
8500
6607
8900
6370
5693
7787
6600
1799
2033
1613
1588
1499
1658
Promotion Price (70cl)
7850
Target Promotion Price
7560
On-trade Price (Shot)
1766
Target On-trade Price
1350
11798
2890
5990
1648
5957
1424
Data Source: [IWSR 2021]
12

13.

Stock and sales plan per SKU 2023
TOTAL
4 190
4 500
1l
4 000
3 464
3 500
1200
2 793
3 000
2 500 2 277
999
1000
2 293
2 255
800
2 000
701
495
600
1 500
1 1551 155
1 095
1 155
400
1 000
338
383
Mar
Apr
473
518
563
608
May
Jun
Jul
Aug
765
542
200
500
0
0
Jan
Feb
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2022
Shipments cs
Sep
Oct
600
622
488
500
600
436
308
300
210
238
294
322
Dec
50 cl
700
400
Nov
Depletions cs
70 cl
500
720
350
378
448
476
400
337
343
242
300
200
200
165
187
Mar
Apr
253
275
297
231
May
Jun
Jul
Aug
352
374
265
100
100
0
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Depletions cs
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Sep
Oct
Nov
Dec
Depletions cs
13

14.

Sales Volume by SKU
2023 shipments plan
SKUs
SKU Strategy
79 560
1.0-l-btl
1L Perform on trade execution
0,5 awareness in TT\MT
68 640
0.7-l-btl
0,02 for trials in off trade
0,04 for cashiers placing
76464
0.5-l-btl
8640
0.35-l-btl
20160
0.2-l-btl
49920
0.04-l-btl
0.02-l-btl
55 296
1
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Bottles
14

15.

Off-trade 2022 vs 2021
Top 10 clients
All brands (strong spirits)
Venues
# of stores
Formats
2021 YTD volume
2022YTD volume
Magnum
230
Hypermarkets
25%
30%
Small
133
Supermarkets
17%
15%
TOI mart
38
Supermarkets
9%
13%
Osten
1
Hypermarkets
10%
7%
Фиркан
15
Supermarkets
5%
4%
Dina market
33
Supermarkets
4%
3%
Ideal Lider
58
Supermarkets
2%
2%
Атриум (Greenwich)
8
Supermarkets
1%
1%
Анвар
36
Supermarkets
2%
2%
Абсолют трейд ( АМ)
5
Sprits shop
1%
1%
Major developments / issues / opportunities
Hypermarket’s share ~ 37%
Supermarket’s share ~ 40%
*Almawine internal data
15

16.

On-trade Distribution 2023 vs 2022
2022
Plan 2023
No data
4710
On-trade universe (outlets) SFA
251
400
On-trade Active client base of Partner (outlets)
1934
2300
On-trade Active client base of BF (outlets)
BF 994
1600
On-trade Distribution as % of Partner client base
BF 51%
JM 70%
On-trade universe
Major developments vs other imported brands / partner imported portfolio
Increase BA coverage up to 27%
Target 2023 – 1600 with JM
16

17.

On-trade 2022
Distribution & Volume by segments
Partners active clients
JGM active clients
High energy bars (mainstream)
34
48
Low energy bars / pubs (mainstream)
272
106
Clubs (mainstream)
56
7
Mixology bars
18
8
Trendy bars
33
11
Underground bars & clubs (techno, hiphop, indie)
▲
1
Restaurants / cafes
1518
66
Total
1934
251
Major developments / issues / opportunities
Big amount of low energy bars ( low energy pubs, cafes and restaurants)
Added venues classification in AW base | Synchronize
17

18.

On-trade 2021 - 2023
Brand Ambassador performance / SFA KPIs
Key achievements / highlights
2021
2022
Plan 2023
Accounts visited by Bas
155
251
400
Increase BA’s coverage +15%
Average Score
47
30
55
Build 28 lighthouses
Basic branding
86
37
200
Placement 150 tap machines ( ~50 removed
Advaned Branding
39
28
150
Ice cold serve
146
160
300
JagerLiga attendees
10
5
50
Lighthouses
10
5
28
from venues by the previous distributor)
18

19.

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
1 Market and Competition
4 Strategic Context
2 Commercial Review
5 Commercial Plan
3 Brand Marketing Review
6 Brand Marketing Plan
19

20.

JM Business Development
Plan 2023
Top 5 Priorities for 2023
Achievements /
KPI Improvement
Brand awareness
28 Lighthouses in TOP 6 cities
Trial
Trials 55 000+ (BS, Events, Off trade sampling)
Win On
Avg SFA score 55 in TOP 1 priority cities
Off Trade
Ice cold communication (message)
Brand equity/digital
Listing mini SKU (0,04; 0,2; 0,35)
Ice cold in 75% Universe, 150 tap machines
Reach 12mio
20

21.

Jägermeister Lifecycle Model
Market classification
Phase 5
Sales Volume
Phase 4
- Place your market on
a chart
Phase 3
Phase 1
Phase 2
Time in years
Phase
Market
Status
Phase 1
Trial & Error
Seeding the brand
with low volume and
slow growth rate
Phase 2
Building the
Foundations
Phase 3
Tipping Point
Market penetration
with low absolute
volume but high
relative volume
growth
Further market
penetration with
high absolute volume
growth
Phase 4
High Level
Plateau
Phase 5
Innovation &
Re-build
Market saturation
with high volume
and static or slightly
declining growth
rates
Re-energizing the
brand back to
growth and further
market penetration
e.g. via innovations,
new tools, etc.
Additional comments
Tools from Russia
Hi demand in product
21

22.

PLAN ON A PAGE
OBJECTIVES, STRATEGY & ACTIVITIES
Global Vision: Establish Jägermeister as the No. 1
Premium-Spirit brand for young adults
Regional Vision: One Ice Cold Shot Per capita by 2024
Business Objective: increase sales 500.000 bottles by 2025
Strategic Priorities
Key activities
Strategic Priority #1
Awareness & Trials
Bar Storming
Sampling off trade
SRP
Strategic Priority #2
Win the Strategic Channels
Additional placement
Incentive programs
VAP agenda
Special additional placement
POSM
253.881 Euro
Targets
Number of trials
SRP outlets
Activation reach
Strategic Priority #3
Brand Equity/Image
Events
Digital & Social Media
153.838 Euro
76 .942 Euro
Additional placements
Number of VAP
Activation reach
Strategic Priority #4
Be Different, Be Better
JagerLiga
Innovation trial mechanics
Regional execution:
lighthouses, advanced POSM
77.800 Euro
ER
Number of program
participants
Trials
Number of lighthouses
22

23.

PLAN ON A PAGE
VISION & SP OBJECTIVES
Jägermeister Activation
Trade Marketing
KPIs
2023 Objectives
Jagerettes promo on-trade, trials (+events)
42.320
Jagerettes promo off-trade, trials
12.600
Self run promo, accounts
350
Tap Machines
150
Off-trade VAPs
10.500 (8%)
Off-trade secondary placement
350
SFA Score
55
23

24.

JM Business Development
Focus 2023-2025
Overperforming
Advanced
Basic
2023
2024
Promo
2025
Image
Promo
Visibility
Visibility
Ice cold serve
Digital | Events
Promo
Visibility
24

25.

JM Business Development
Focus 2023
Education for retail and on trade
2 big meetings for retail
representatives
Almawine’s staff education
Sales and visibility
13 cities with presentation
12 incentive programs
325 people educated
350 additional placements
120 trainings for bartenders
1800 persons educated
25

26.

JM Business Development
Prioritization 2023
1st Priority
Alamaty
2d Priority
Shymkent
3d Priority
Aktau
Other cities
Kokshetau (Borovoye, touristic place)
Zhezkazgan (low)
Astana
Karaganda
Kostanay
Atyrau
Petropavlovsk
Semey (low, regional center)
Pavlodar
Taraz
Ekibastuz (low)
Uralsk
Aktobe
Balkhash ( salt\fresh lakes, touristic place)
Taldykorgan ( 300km to Almaty)
Kyzylorda (low)
…
Ustkamennogorsk
26

27.

JM Business Development
Prioritization 2023
2d Priority
3d Priority
Other cities
Almaty -culture center
Close to big cities
Close to big cities
Touristic spots
Astana -the capital of KZ
Big distributors teams
Big distributors teams
1st Priority
(for external and internal)
Remote cities
High consumption
Volume share 47%
Volume share 20%
Volume share 20%
Almaty – 2.200.000
Astana – 1.200.000
Shymkent – 1.200.000
Karaganda – 500.000
Pavlodar – 360.000
Atyrau – 300.000
Kostanay – 250.000
Petropavlovsk – 250.000
Taraz – 450.000
Uralsk – 260.000
Altobe – 550.000
Aktau – 260.000
Ust’-Kamen- 350.000
Volume share 13%
27

28.

JM Business Development
Prioritization 2023-2025
1st Priority
2d Priority
3d Priority and other cities
Cooling Devices
Cooling devices
Almawine team | Incentive programs
Bar Storming
Jager Liga
SRP discount promo
SRP
SRP
Seasonal activities, SRP (resorts)
Lighthouses
Standard POSM
Events
Incentive programs for AW staff
Advanced branding
Jager Liga
28

29.

Key Marketing Activities
Digital & SMM 2023
Global Digital Objectives: 100%
100% of communication activities are digitally initiated
Consentively obtain private data of 5 Mio Consumers
Generate 6% of revenue from e-commerce
Local Digital Objectives: Max REACH & EQUITY
OWN MEDIA
PAID MEDIA
EARNED MEDIA
• Deliver brand substance
• Engage consumers into interactions with the
brand
• Maximize reach to grow awareness
• Enroot the brand into the coolest soil
• Be loved and respected
• Provoke people to spread your word
Key activities
• Moderation of special projects for Power
periods Weekly giveaways
• Supporting of events
• Content production for partners (bars, clubs,
off trade chains)
• Reposting of tagged content
• Promoting via Jagerliga
• Supporting of brand fans activities
Budget & KPIs
• 18 000 EUR
• Reach: 4 500 000
• 36 000 EUR
• Reach: 5 500 000
Priority by media
Launch of special projects via Ols
Collaboration with Ols
Paid Promo target
SEO for E- commerce
• 10000 EUR
• Reach: 2 000 000
29

30.

JÄGERMEISTER DIGITAL Development
Media Plan 2023
Comments
CHANNEL
Own
JagermeisterQaz
Total
CPC, EUR
Q1-Q4
18000
6000
2500
2000
3500
4000
0
5000
500000
500000
1000000
500000
500000
1000000
500000
1000000
0,036
0,012
0,0025
0,004
0,007
0,004
0
0,005
2500
2500
2500
1000000
1000000
500000
0,0025
0,0025
0,005
10000
4000
1000000
1000000
0,01
0,004
0
1500
1000000
1000000
0
0,0015
Q1
2d special project (JagerMay)
1 month
Q2
3d pecial projects (Octoberfest)
1 montth
Q4
4 special projects (JagerHalloween)
1 month
Q4
VAP (Promo Pack)
KOL - 1st special project (Holod eto
Povod)
KOL - 2nd special project (JagerMay)
KOL - 3d pecial projects (Octoberfest)
KOL - 4th special projects
(JagerHalloween)
Promo Target - 4 special projects
INFLUENCER COLLABORATION
(Whole Year)
Bar Chains
Loyal Influencers
Support
Reach
3 months
1st special project (Holod eto Povod)
Earned
Budget
Q1-Q4
JagerLiga Qaz
Paid
Timeline
Digital manager
Q3
10 Kols
Q1
5 Kols
Q2
5 Kols
Q4
5 Kols
Q4
Q1-Q4
Q3
Q1
Q3
2023 TOTAL DIGITAL
REACH – 12 Mio
o Paid media – 5,5 Mio
o Own media – 4,5 Mio
o Earned media – 2 Mio
2571
66 571 €
12 000 000
• Instagram Promo target is not forbidden in Kazakhstan
• Collaborations with Mega-Influencers are planned in 2023
30

31.

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
1 Market and Competition
4 Strategic Context
2 Commercial Review
5 Commercial Plan
3 Brand Marketing Review
6 Brand Marketing Plan
31

32.

Commercial Review ON A PAGE
Jägermeister
Jägermeister
Topline Trend
3 y CAGR
Shipments Volume (m 9-l-cs.)
19 555
26%
Depletions Volume (m 9-l-cs.)
15 700
-
Jägermeister
Depletions Channel
2023
2023
Major Developments
• 1-3 moths stock on hubs
• Pipe filling effect -6000cs
Total
15 700
Off-Trade
10 205
As % of Total
65%
20 000
On Trade
4 710
15 000
As % of Total
30%
10 000
E-Commerce
785
As % of Total
5%
25 000
19 555
15700
9 7169 210
5 000
0
Jägermeister
A&P
A&P Investment (in €)
2023
2022
Shipments
2023
Depletions
Bottle Rate (in €)
2023
MJSE
377 132
1,5
Partner
302 786
1,5
Total
679 918
3
32

33.

SALES VOLUME BY CHANNEL
ACTUALS VS. PLAN
2022
2023 Plan
Growth in %
Total
9210
15700
71%
Off-trade
6355
10 205
61%
as % of total
69%
65%
On-trade
1211
4 710
as % of total
18%
30%
E-Commerce
538
785
as % of total
8%
5%
Top Priorities Off-trade
Listings in KA
12.600 Sampling
10.500 VAPs
350 Additional placements
… On-trade
Double universe coverage
42.300 samplings
28+ Lighthouses
Refresh projects
289%
46%
33

34.

OFF-TRADE LISTING
ACTUAL & PLAN approved
Client Name
# of outlets
0,02/0,04
0,2
0,5
0,7
1,0
Plan to list in 2023
LISTED
LISTED
LISTED
uploaded 24.01
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Waiting for reply
LISTED
LISTED
LISTED
uploaded 21.01
LISTED
LISTED
LISTED
30.01.2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Next week
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
waiting for JM
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
LISTED
LISTED
LISTED
uploaded 30.01
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
waiting for JM
LISTED
LISTED
LISTED
uploaded 16.01
Plan to list in 2023
Plan to list in 2023
LISTED
LISTED
LISTED
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
LISTED
LISTED
LISTED
Uploaded 06.02
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
replacing product
Magnum
230
Small
133
Plan to list in 2023
Plan to list in 2023
TOI mart
38
Plan to list in 2023
Plan to list in 2023
Osten
1
Plan to list in 2022
Firkan
15
Dina market
33
Ideal Lider
58
Atrium (Greenwich)
8
Anvar
36
Absolut trade( АМ)
5
Plan to list in 2023
Vkusnaya Korzinka
17
Plan to list in 2023
Vinograd
1
Plan to list in 2023
Astykzhan
4
Solnechniy Super
4
Galmart
10
METRO
6
0,35
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2023
Plan to list in 2022
Plan to list in 2023
waiting for JM
Next week
Uploaded 16.01
34

35.

OFF-TRADE ACTIVITIES
TOP 3 clients + BC (plans)
Client Name
Magnum
Played pallets
While discounts
Total
40 +2 big
50
92
Small and Skiff
6
40
46
TOIMART
10
45
55
157
157
Magnum
other
Grand total
Skiff \ TOIMART
Others
350
35

36.

CONTENTS
BUSINESS REVIEW
ANNUAL PLAN
1 Market and Competition
4 Strategic Context
2 Commercial Review
5 Commercial Plan
3 Brand Marketing Review
6 Brand Marketing Plan
36

37.

MARKETING
KEY ACTIVITIES (1/5)
Activity/ initiative name
Bar Storming / Jagerettes
Strategic Priority it
supports
Win On trade
Key objective
Raise awareness, 25.200 samplings
Strategic
Approach/Rationale
(how it pursues the
objectives)
Refresh promo with new staff, new gifts, new look
Increase venues and samplings
Using Jagerettes on events
Target Group
Adrian, Frankie, Cameron
Budget
(split out by spend type)
Total Fees
141.543
Split by spend type (media, production agency, POSM, etc.):
Promo team \ management
42.057
Gifts \ promo tools
91.523
Jägermeister
7.963
Description
126 promo days, 2 teams (6 persons) in TOP 1 cities ( Almaty, Astana)
Spend Category
(acc. to A&P Budget*)
Promotion, On trade
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)
37

38.

MARKETING
KEY ACTIVITIES (2/5)
Activity/ initiative name
Jagerliga
Strategic Priority it
supports
Build community
Key objective
50+ participants in 2023, 20 champions
Strategic
Approach/Rationale
(how it pursues the
objectives)
TOP 6 cities with newbies covered mostly my 2 BA
Engagement with big prizes and trips
Target Group
Bartenders
Budget
(split out by spend type)
Total Fees
41 000
Split by spend type (media, production agency, POSM, etc.):
Prizes
9.600
Teambuildings
7.000
Launch parties
6.000
Staff parties
9.000
Germany trips
9.400
Description
2 episodes during 2023,
Focus on TOP6 cities
Big 2 launch parties
Teambuilding (by the end of 2 episodes) + local party
Trips for best of the best + trips for champions 2020-2021
Spend Category
(acc. to A&P Budget*)
Promotion, On trade (Advocacy)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)
38

39.

MARKETING
KEY ACTIVITIES (3/5)
Activity/ initiative name
Lighthouses
Strategic Priority it
supports
Win on trade
Key objective
28 venues branded with advanced POSM
Strategic
Approach/Rationale
(how it pursues the
objectives)
Advanced and creative POSM production approach
Target Group
Adrian, Frankie and Cameron
Budget
(split out by spend type)
Total Fees
36.800
Split by spend type (media, production agency, POSM, etc.):
1 priority (Almaty, Astana)
28.800
2d priority (Shym, KGD, Ustr, Pavl)
8.000
Description
28 lighthouses in TOP 6 cities
Spend Category
(acc. to A&P Budget*)
Promotion, On trade
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)
39

40.

MARKETING
KEY ACTIVITIES (4/5)
Activity/ initiative name
Events
Strategic Priority it
supports
Awareness, Trials
Key objective
54 000+ guests, 17 000+ trials
Strategic
Approach/Rationale
(how it pursues the
objectives)
Decrease cost per event, cost per contact, improve execution quality
Target Group
Budget
(split out by spend type)
Total Fees
87 267
Split by spend type (media, production agency, POSM, etc.):
Sponsorship
57.500
Execution
14.767
Toolkit
15.000
Description
72 Events during 2023 in 2 cities, toolkit production,
Spend Category
(acc. to A&P Budget*)
Promotion, Events
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)
40

41.

MARKETING
KEY ACTIVITIES (5/5)
Activity/ initiative name
Digital
Strategic Priority it
supports
Brand awareness, loyalty
Key objective
Reach 12mio, 15K subscribers in 2023 (+200%)
Strategic
Approach/Rationale
(how it pursues the
objectives)
Product engagement, KOL collaborations, promoting Home parties, special seasonal
projects
Target Group
Budget
(split out by spend type)
Description
Total Fees
66.571
Split by spend type (media, production agency, POSM, etc.):
SMM and target
34.000
Special projects
24.500
KOL
5.500
Digital support
2.571
Posting 12 months, 4 special occasional project, 12 activation with KOL’s
Updated:
1+ mio reach via 1 reel with contest
+1.927 participants during 1st activation ( on going)
Spend Category
(acc. to A&P Budget*)
Digital and social media
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)
41

42.

MARKETING
KEY ACTIVITIES
Activity/ initiative name
Team
Strategic Priority it
supports
BRAND AMBASSADORS
Key objective
Perform execution in on trade
Strategic
Approach/Rationale
(how it pursues the
objectives)
KPI’s achievement
Target Group
On trade
Budget
(split out by spend type)
Total Fees
Description
32.341
Split by spend type (media, production agency, POSM, etc.):
Zarina Sadykova
16.170
Renas Gafurov
16.170
Build awareness in KZ
Launch and leading projects in on trade
Advocate and educate
Spend Category
(acc. to A&P Budget*)
*A&P categories: Advertising, Promotion, Research, etc. / sub-categories: advertising – TV, digital, radio, PR, etc., promotion – on-/off-trade, events, POSM, etc.)
42

43.

Key Marketing Activities
Event plan 2023
Venue/Promo/Festival
Name
priority
quantity
price eur
total
57 500,00
€
trial per
event
trials total
Guests during event
Guests during events total
Total
72
14 767,35
17 120
31 550
54 000
Almaty
41
15 200
35 700
8 925
10 020
19 450
31 700
https://www.instagram.com/hotel.727/
https://www.instagram.com/zvuk_collective/
https://www.instagram.com/balama.fest/
https://www.instagram.com/subject.bar/
https://www.instagram.com/shulama.fest/
https://www.instagram.com/spekto_av/
https://www.instagram.com/nomadvibes.kz/
https://www.instagram.com/yunost.fest/
https://www.instagram.com/shake_fest/
https://www.instagram.com/bass_place/
https://www.instagram.com/konneksh/
https://www.instagram.com/kipiwhere/
https://www.instagram.com/rhythm_atelier/
https://www.instagram.com/esquirekazakhstan/
https://www.instagram.com/vihod.yest/
https://www.instagram.com/cosmicpicnic/
€
Execution
Hotel 747
high
3
700
2 100
525
150
450
450
1 350
ZVUK
high
4
700
2 800
700
150
600
450
1 800
Balama parties
high
4
700
2 800
700
150
600
450
1 800
Субьект
high
4
300
1 200
300
80
320
250
1 000
Shulama
high
5
700
3 500
875
250
1 250
750
3 750
Specto
high
1
1 000
1 000
250
300
300
1 000
1 000
Nomadvibes
high
1
1 000
1 000
250
300
300
1 000
1 000
Юность
high
1
3 000
3 000
750
700
700
2 000
2 000
Shake Fest
high
1
5 000
5 000
1 250
900
900
3 000
3 000
Bass place
high
3
700
2 100
525
150
450
450
1 350
Konneksh
high
3
700
2 100
525
150
450
450
1 350
Kipiw \ OG
high
3
700
2 100
525
150
450
450
1 350
Rhythm atelier
high
3
500
1 500
375
150
450
450
1 350
Esquire Пикник
high
1
1 500
1 500
375
2000
2 000
7 000
7 000
Vyhod yest
high
2
500
1 000
250
100
200
300
600
Сosmicpicnic
high
2
1 500
3 000
750
300
600
1 000
2 000
0
0
0
Astana
https://www.instagram.com/freaky__monday/1
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