Spirits Corporate Dictionary
F
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A facing is the presence of the bottle facing the consumer. The higher the number of facings the more bottles there are facing the consumer and the higher degree of visibility of the brand in the venue.
Example of Use: ‘If three bottles of a brand are placed facing the consumer (not behind each other) then we can say that that brand has three facings in that venue.’
Indie Bartender Understanding: In our hospitality venues the bar space is generally limited to one facing of each brand we are selling. However, there are examples where the commercial agreement between a brand and the venue allows for the brand to occupy a whole shelf and have 6, 10 or more facings. The effect of this is to get consumers to buy this brand versus other which we may have.
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A&P
ACTIVATION
ATL -
BENCHMARK
BTL
BRAND
BRAND AMBASSADOR
BRAND BUILDING
BRAND OWNER -
CAAP
CASH & CARRY
CHANNELS
CLIENT
COGS
COMMERCIAL AGREEMENTS
CONSUMER
CONSUMER A&P
CONSUMER RESEARCH
CONTRIBUTION
CUSTOMER -
DEPLETIONS
DISTRIBUTION
DOMESTIC MARKET
DUTY-FREE MARKET -
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GLOBAL
GROWTH PILLARS -
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LISTING
LISTING FEES
LOCAL
LOYALTY -
MARTKETING MIX
MEANINGFUL
MEDIA SPEND
MULTIPLE PUB OPERATORS
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NET SALES VALUE
NIELSEN -
OBJECTIVE
OFF-TRADE
ON-TRADE
ON-TRADE SEGMENTATION -
POINT OF SALE
POINTS OF DIFFERENCE
PORTFOLIO
PORTFOLIO STRATEGY
PREMIUM
PRICE
PRICE OFF
PROMOTION STRATEGY -
RETAIL
RRSP -
SALIENCY
SERVE
SHIPMENTS
SWOT -
TASTINGS
TRADE A&P -
VENUES & OUTLETS
VISIBILITY
VOLUME -