Spirits Corporate Dictionary
R
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Another word for the off-trade, in the same way Hospitality is another word for the on-trade. The Retail market is operated by the Retailers who generally have networks of hyper, super or mini markets open to the public.
Example of Use: ‘The UK Retail Market is dominated by four major actors : Tesco, Asda, Sainsburys and Morrison’s.’
Indie Bartender Understanding: A general word for where we all have to do our shopping. As opposed to the hospitality industry, we buy our drinks in retail to take them and drink at home.
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The Retail Selling Price is the price at which retailers sell a product to their customers in the off-trade, the price we pay when we go shopping. Brands develop a product with a certain retail price in mind however they can not impose that price on their customers. They therefore define a Recommended Retail Selling Price which is the reflection of the brand’s positioning versus its competition.
Example of Use: ‘Our RRSP strategy is to position our brand at 10% above our nearest equivalent competitor and to convince the retailers to respect this we are presenting our brand strategy to them in our next meeting.’.
Indie Bartender Understanding: This is an off-trade market concept and doesn’t affect us in hospitality. Nevertheless, it is the price in the off-trade that is the reference for the price positioning of any brand versus its competition across the whole market.
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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 -