The point of sale is the place where the transaction takes place between a consumer and a retailer or a venue. In a retail store this is at the cash register, in a hospitality venue this is generally considered as being throughout the venue wherever the consumer is sitting and enjoying their serve.

Example of Use: ‘POS material may be developed to stimulate the sale of a brand product in that precise place – for example brands may develop a special display unit to be placed by the cash register, or in hospitality, material such as branded glasses or posters communicating the brand’s availability and assets.’

Indie Bartender Understanding: We in hospitality work at the point of sale. We the independent bartenders are the point of sale. We can push a brand, develop a serve, talk about a product’s credentials and generally entertain consumers… Brands therefore think of us as being an important element of the POS strategy and offer us branded aprons, cocktail tool sets, or incentive programmes.

The points of difference of a brand are those which distinguish it from other brands of a similar or same category. Every brand is different, and each wants consumers to understand its difference compared to its competition.

Example of Use: ‘Our brand of gin needs to underline its points of difference in order to better stand out and to do this we need to focus on the specific way we distill it, the choice of botanicals we have made and the philosophy we put in to it.’

Indie Bartender Understanding: We are all different people with our points of difference and so are brands, venues and, also, even the serves we propose. Having specific points of difference, being able to identify and communicate them, make consumers open their eyes and listen … and then you’re able to interest and sell to them

Many producers of wine and spirits brands have a range of products that they sell. This allows them to be able to offer specific product solutions to buyers and gain more attention. This range is known as a portfolio of brands.

Example of Use: ‘Some companies have one brand and focus on that developing that brand. Other bigger companies have a selection of brands which they sell to their customers … these can be a selcection of a same product category (wines, gins etc) or they can have a brand solution for all categories (one brand of gin, wine, cognac, whicky, vodka etc) … Whatever the company’s stratey, the selection of brands they propose is called the brand portfolio.’

Indie Bartender Understanding: The sales guys love to come into the venues and show us their portfolio of different brands to convince us that they have the right solution for all of our hospitality venue needs … up to us to decide if that portfolio is right for us or if we just pick and choose.

Within the portfolio of brands each will have a role. One may be a price fighter with the objective of gaining additional sales at a lower price positioning whereas another may be of superior quality and at a more premium price. Our clear portfolio strategy makes us stronger when talking to retail buyers…

Example of Use: ‘Having a portfolio of brands can make a brand owner or distribution company stronger, but that implies the need for a clear portfolio strategy where each brand serves a purpose for the brand owner and satisfies potential needs of their customers. ‘

Indie Bartender Understanding: Like us in hospitality, we may have our speed rail brands, and then our other brands both of which serve the purposes and needs we have … the best bqsic vodka for the basic cocktail selection, the more premium vodkas for more bespoke signature serves … this is also a portfolio strategy approach.

Higher, superior and more refined positioning of a brand generally related to its higher price, better product quality and benefits and which are then sustained by strong emotional marketing and excellence to maintain, seduce and generate ever increasing desirability with the consumers.

Example of Use: ‘’The premium sector gained market share during the pandemic because people wanted to comfort themselves with products of a better quality in order to help themselves feel good during the confinements.

Indie Bartender Understanding: Premium is what’s above mainstream. Premium is not luxury, that is also called Super Premium. When we offer more and better we are aiming to be more premium. If we are focusing on doing the basic minimum with the objective of selling cheaper then we are positioning our offer at a below premium level.

How much ? is a question we all hear. But what is a price ? It can be a basic calculation between the cost price and a targeted profit or mark up … or it can be the result of a negotiation and an agreement … Obviously a price should allow for a brand or a company to make profit, but that profit level may vary depending on the business opportunity which is being negotiated. Therefore price is a concept that needs to be defined and understood … it is another of the very important 4Ps of the marketing mix.

Example of Use: ‘The price we agreed gives the brand access to the services of its biggest customer, and still allows it to earn a profit although the price is lower than what it normally charges.’

Indie Bartender Understanding: We have price lists in hospitality and very rarely our guests negotiate. But imagine a couple negotiating a wedding reception. They will try to negotiate that for the same price they get some nibbles, or an open bar … Price depends on what the deal is and the deal is just not in €uros it’s also about what comes with it.

The quickest and most effective promotion designed to stimulate sales. To be used with parsimony however because a brand which often turns to a price off strategy could then generally be associated to lower pricing which may then become a handicap in the medium term.

Example of Use: ‘This month exceptionally Brand XX has a price-off promotion in Retailer YY. The price is 20% off the regular price.’

Indie Bartender Understanding: Brands with their retail partners can choose, or be obliged by the retailers, to stimulate sales with an extra incentive to consumers in the form of a discount of pounds, euros or dollars off or in the shape of a % discount

May be composed of various tactics including price offs, promotion packs, limited editions, gifts with purchase, free samples of other products to encourage trials etc.

Example of Use: ‘An effective promotion strategy to stimulate sales at Christmas may be composed of a mix of a special price-off campaign and a themed packaging offer with a Christmas decoration.’

Indie Bartender Understanding: Basically this is the way brands leverage different tools to help reach their sales targets, not really designed to focus on image building but of course anything they do should support the brand image and be coherent.