GMWBT 17 4 13 for Present K.deang

7/30/2019 GMWBT 17 4 13 for Present K.deang

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2013May 28th Aug 5th 2013 (65 days


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y g ( y

Agenda

Marketing objective & concept

Merchandise Hi-lights Award Winning & Product hi-lights

Gourmet deli plus Gourmet Island Merchandise concept

Activity Menu & Cooking Show

Promotion Area

Marketing Communication Plan


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Campaign Details

Campaign Period : May 28-Aug 5, 2013 Grand Opening : May 29 @Paragon

Promotion Venue: Gourmet Market &HFM

Remark : HFM will hi-light only Groceryunder campaign name World Selection


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Sales Target

Description

Y2012 Y2013

Grocery

Fresh Grocery Fresh

No. of Day 61 days 70 days

Target 26 12 25 20

Actual 13 17Sponsor 1.0 0.4 1.5 0.5


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Strengthen the GOURMET MARKET brand image as we are AWorld Class Gourmet Destination

Bookmarking Gourmet Market Worlds Best Taste as oursignature campaign

To create the selling opportunities among imported ranges inboth Fresh and Grocery sections.

Marketing Objectives


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demographic Thai/Expat

AB SES

working/housewife

28-60 yrs

Single /married (w/ , w/o kids) female , male

FROM Home-made cook to the Extreme Connoisseur

Target Market


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The concept


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Celebrates all theBest tastes of the

world

Taste of the

Best


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The Combination of

Taste of theBest

Award winning

Guarantee Worlds FamousHighlights


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Spain2 from Italy

France 2 from UK

Switzerland Singapore

11 Awardwinning

Guarantee

products(from 8countries)

26 WorldsFamous

Highlights

(from 9countries)

Australia

TOTAL10

Countries

NZ

2 from Spain2 from Italy

2 Switzerland 2 from NZ

3 from Japan

2 fromCanada

USA

France

2 from USA


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Award Winning

11 SKUs from 8 Countries


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Awarding WinningCountry Category Products No. of

SKUNote

Italy Condiments Balsamic 1

Chacuterie Prosciutto diParma

1

France Chacuterie Foie Gras 1

Seafood Oyster 1

Spain Cheese Cheese 1

UK Beverage Coffee 1

Seafood SmokedSalmon

1

NZ Seafood SmokedSalmon

1

Switzerland Cheese Cave-agedCheese

1

USA Condiments Salad Dressing 1

Singapore Beverage Tea 1


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Balsamic Vinegar ofModena Ketchup

is made with vineripened Italiantomatoes and real

Balsamic Vinegar of

Aurora BalsamicKetchup

For the 2012, morethan 12,000 Italian

consumers elected itthe best in the

Condimentscategory for taste,

value, price andpackaging.


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SIAL Innovation

Salamillos received the internationalaward SIAL Innovation in 2012

he Ancient Cured Meat

ParmaTerre Ducali SalamillosStarted up in 1975,

Prosciuttificio SanMichele is located in the


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La Mancha

World Cheese Awards

Gold Medal in its category at the20th World Cheese Awards 2008 and2007, for the worlds best cheese. International Cheese Award

Gold Medal at the NantwichInternational Cheese Show 2008(The Worlds Largest Cheese Show).

Garcia Baquero Gran MaestreManchego Cheese


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ward-winning Coffee

Great Taste Awards 2011:Gold stars were awarded for our Hand-Picked Tea,

San Cristobal Drinking Chocolate, DecaffeinatedMedium Roast & Ground Coffee, Machu PicchuFreeze Dried Coffee and Espresso beans.

2010:Our award winners are our Everyday Tea andDecaffeinated Everyday Tea blends, EnglishBreakfast tea, Machu Picchu Fresh Ground coffeeand Rich Roast coffee

2009:Decaffeinated Medium Roast Fresh Ground Coffee& San Cristobal Drinkin Chocolate

Cafdirect is the UKs numberone Fairtrade coffee brand and

the first and largest 100%Fairtrade drinks brand. Foundedin response to the 1989 plungein market prices, following thecollapse of the InternationalCoffee Agreement, Cafdirect is

a successful and pioneeringethical business.


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was served at Buckingham Palaceafter the Royal Wedding of PrinceWilliam and Kate Middleton on 29thApril 2011 and at the Queens

Diamond Jubilee luncheon atWestminster Hall on 5th une 2012.

Great Taste Award 2012Hot Smoked Salmon with Honey &Thyme Scotland's Food Oscar 2012Loch Duart Oak Smoked Salmon,

Loch Duart Oak Roasted FlakySalmon and Loch Duart Hot SmokedSalmon with Hone & Th me.

Loch Duart Oak Smoked Salmon


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The foie gras was a winner in2007 (bronze) and in 2009(silver). The South West lobe offoie gras was also a winner in2009 (bronze) ofAu concours

gnral agricole.

Foie gras

JEAN LARNAUDIE EXCELLENCE FOIE GRAS


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The Tsars of Russia were avidconsumers of oysters, and it was inhonour of this fact that in 2004 theTsarskaya oyster was born.

Tsarskay oyster is powerful on thepalette, pure and with a taste ofiodine,crunchy and tender, thenreleasing a sugary flavour that tastesalmost like

sweet almonds. The Tsarskaya takes time to diffuse all the taste

ward-winning Tsarskaya Oyste

Mdaille d'ARGENT2010: Coq dOR Au concours gnral agricole2012: Mdaille d'ARGENT2011: Mdaille d'ARGENT2010: Mdaille d'ARGENT Coq dOR


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3

The International Tasteand ualit iT i

Regal Smoked Salmon

The International Tasteand Quality InstituteiTQi, Brussels.2012: Regal Cold Smoked SalmonSlices were awarded 3 starsRegal Pastrami was awarded 2stars


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Emmi Gruyere Cheese (semi-hard)

Award-winning Cave-aged

The World Cheese

Awards2012: Super Gold for KALTBACH LeGruyre AOC2011: Gold for KALTBACH Extra andKALTBACH Le Gruyre AOC2010: Gold for KALTBACH Extra andKALTBACH Emmentaler AOC International Cheese Awards

2012: Bronze for KALTBACH LeGruyre AOC


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The Best Dressing

ChefsBest Best Taste AwardWinner

2006-2011 Gourmet Shelf Stable DressingBRIANNAS Asiago Caesar Salad Dressing

BRIANNAS AsiagoCaesar Salad Dressing Balsamic vinegar Asiago cheese

E


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Gourmet Tea of the World

Great Taste Awards2011: Pearl of the Orient, ChamomileDream

2010: Nymph of the Nile, WhiteGingerlily, Osmanthus Sencha2009: Great Taste Award 2009 - EarlGrey, Marrakesh Mint, Wuyi Keemun,

Jasmine Silver Monkey Monde Selections2010: Silver Award - Nymph of the

Nile, White Gingerlily

Founded in 2006, with acommitment to bring fine,gourmet quality teaaccessible to discerning

consumers.


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The Worlds Famous27 SKUs from 8 Countries

Th W ld F


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The Worlds Famous

Country Category Products No. of SKU

Note

New Zealand Seafood Pacific Bluefin Tuna 1 Record-breaking in the Auction

Fruit Gold Kiwi Fruit 1 Selling at hi-end shops around the world

Japan Meat Ohmi Wagyu 1 1 of the top three Japanese meat

Seafood Snow Crab 1 New & Highlighted

Spain Condiments Olive Oil with Gold 1 Real gold in Extra Virgin Olive Oil

Chacuterie Iberico Ham (Whole) 1 The Worlds Most Expensive Ham

Chacuterie Iberico Ham (Sliced) 1

Italy Condiments Aceto Balsamic 1

Condiments Honey 3

Chacuterie Parma Ham 3 Original Parma Ham

Cheese Parmesan 1

Australia Spice Saffron 1 The Most Expensive Spice

Switzerland Seafood Smoked Salmon & Caviar 4 1st time in Thailand & Exclusive @ GourmetMarket

France Cheese Brie aux Truffes 1

Meat Escargot 1

USA Fruit Organic Fruits 1


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King Of The OceanThe Bluefin tuna or the "honmaguro" is the favorite delicacy

in Japan and considered the bestfish for sashimi as such it is themost valuable fish in the world.Jan 2013, Bluefin Tuna (222kg)Sells For Record-Breaking$1.8 Million at Tokyo's Tsukiji

fish market.

Laun

ch

Event

Highlight


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Naturally Gold

Jumbo Gold Kiwi FruitsThe gold kiwis look just a bit different on theoutside with smooth skin and a hard pointed crownat one end. The flesh of a gold kiwifruit is sunnyyellow, and the edible seeds are black to red. Goldkiwifruit tastes tropical-sweet and mellow a mix

of mango and melon flavors.


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One of the Top 3 Meat of the World

Ohmi Wagyu A5Rasied on grain over minimum 32month.Rainsed in Shiga Prefecture. KagoshimaPrefecture, is located in the junction of

western and eastern Japan.


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Snow Crab(Zuwaigani)

""

New & highlighted


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Taste of LuxuryPRIORDEI has a complex profile, veryfruity. Presence of green olives,

makes it, intense in nose and mouth.It has lots of secondary vegetablearomas, such as freshly cut grass,kiwi, green walnuts, almonds, greentomatoes and artichoke. Also, theextra virgin olive oil is filled in with

gold flakes which makes this productvery unique.


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Spanish jamn ibrico de bellota

Steeped in mystery and romanceof Spanish Iberico. Each slice ofthis cured ham is nutty from theacorns which pata negra, black-

hoofed pigs, ate in the Spanishcountr side.

The Worlds most Expensiveham


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BEHER BRAND

Acorn Iberian Ham Sliced ORO Label Acorn Iberian Ham Half Sliced

Acorn Iberian Shoulder Ham Red Label

Acorn Iberian Loin Sliced

Iberian Ham Knife Cut ORO


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Master Food H&S SaffronA dried hand-picked stigma of a mauve, crocus flower. Saffronadds subtle flavour and colour to sauces, breads, cakes, fish,chicken and Indian rice dishes. For use with rice. For each halfcup of dry rice use 8-10 strands or Saffron. More strands can be

used for a stronger colour.


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Terra del tuono aceto

balsamico

There are almost five barrelsin a Balsamic barrel set, andeveryone has a differentcapacity. Within our Acetaia, a

set consists of a series ofbarrels built with differentwood essences: Cherry woodmakes taste sweeter,Chestnut wood makes vinegardark, Mulberry wood makes it

thicker, Juniper wood

Black Liquid Gold


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Sweet from the wild

WILDFLOWER HONEYwith its rich perfume and

variety of flavours, is widelyused in gastronomy andconfectionary in general.Intriguingly, it is used as abase in the preparation of adressing for grilled meats,along with curry andBalsamic Vinegar.

HONEYDEW HONEYWoodland honeydew is a

pleasant surprise when pairedwith semi-hard cheeses andhard cheeses that are not toofatty. It is clearly reminiscentof cooked cane sugar and,therefore, is at its best whenheated in a bain-marie to 40and served on fresh ricotta asa wonderful dessert.

ACACIA HONEYThanks to its high content of

fructose, Acacia honey is anexcellent sweetener, whenadded to drinks it does notalter their taste butenhances their fragranceand aromas. Anextraordinaryaccompaniment to strongblue cheeses such asor onzola.

1st


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Tradition Bio

(Organic)

Q+ (luxury)

The Prima Vera Bio

presents a collection oforganic products thatguarantee quality, alsogiving a rich & genuinetaste.

Prepared and tied by hand

based in the Italian porkbutchery family PedrazzoliFamily since 1951, in thecity of Mantua known asthe "distretto del gusto.

The excellence of the rawmaterials; black pork fed inthe hills of Parma,combined with traditionalprocessing.

1stTime

&only@Gourm

etMarket


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The Brie de Meaux la truffe is a cheese specialty based on a Brie deMeaux AOC. It is sliced vertically down the middle and filled with amixture of cream cheese (Brillat Savarin) and pieces of truffle (2%).As a result, a wonderful taste combination of Brie de Meaux, Brillat

Savarin and black truffle develops. The cream colored cheese has asemi-firm and smooth consistenc .

Brie Royal aux Truffes

(Brie with Truffle)


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Escargot Bourgonge

Escargots


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Balik Salmon

Surely the finest smoked salmon

in the world Creators of fine gastronomy

1stTime

&only@Gourm

et

Market


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The finest smoked

salmon in the world !

The legendary smoked

Balik salmon fillet was

introduced for the first

time in 1984 and today,

nearly 30 years later,

continues to be the

reference for smoked

salmon worldwide.

Balik Salmon

Balik Overture Pure

Classic

Originated in 1978,

Hans G. Kbel builtwith the help of the

grandson of the

purveyor to the last

Russian tsar

Balik Pearls

These pearls stand out

by their

orange hue and their

extreme

delicacy in the mouth,

the

trademark of Keta

salmon from Alaska

Surely the finest smoked salmonin the world


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Balik SalmonCreators of fine gastronomy

Caviar House & Prunier Red & Black Lumpfish

These fish eggs are produced from wild catch from the cool,clear waters of the North Atlantic. Small black grain, also

available as red dyed caviar prepared to a special recipe.


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Earthbound Farm Berries Range

Grapes

Go Organic America


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o Organic America

Earthbound Farm Organic vegetables


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Canadian Blueberry

Canadian Cherry

Canadian best


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Gourmet ExperienceTaste The Best@New 6 Islands


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The New 6 IslandsIslan

dConcept Product Suppliers

1. Premium IngredientsCooking ShowProduct Tasting, Food &Wine Bar

Cheese, CharcuterieCold Cut &Antipastos

Gourmet Deli

2. Seafood Bar & Bistro ImportedinternationalSeafood, SeafoodBar

ThammachartSeafood

3. Homemade Greek &Mediterranean Food

Salsa, MossalelaSalad

MediterraneanPlatter

Olive Kebab &Cafe

4. European Bread &Sandwiches

European Bread &Sandwiches

ST. Etoile /Le Pain deParis

5. Italian food & Bar Italian Pizza , Pasta Capri

6. Euro ean food & Pate, Terrine, Sou , Tessa


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Island 1 Gourmet DeliConcept : Taste, Try, Learn & Shop

Premium/Specialty Ingredients , Cooking

Show, Product Tasting , Food & Wine Bar

G t D li C t


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Gourmet Deli CounterTaste, Try, Learn, & Shop!

Taste Try Learn Shop

G t D li C t


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Gourmet Deli CounterTaste, Try, Learn & Shop!


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Gourmet Deli Specialty Items


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Pedrazzoli Salumificio

Traditional Pancetta Casereccia

Nero Salame Pedrino

All products Salumificio Pedrazzoli are made of simple raw materialsand unique: sea salt wisely balanced, aromatic balance of spices,

meat and good times.

All our products are characterized by the exclusive use of domesticmeat from heavy pigs of our farms.

All our products are handmade sausages with natural casings.

P d li S l ifi d


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Pedrazzoli Salumificado

BIO Salsiccia Picante Salame Milano Cacciatore DOP Prosciutto di Parma DOP Prosciutto San Daniele Coppa di Parma Salame Zia


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Sliced Bio Prosciutto di Parma DOP Prosciutto di San Daniele Salamino Piccante

Salame al Tartuffo Antipasto Italiano


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Culatello Salame La Gabbianella Salame Padus


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Casa ModenaSliced Traditional Prosciutto di Parma DOP

Prosciutto di San Daniele

Salame Milano

Coppa Stagionata

Mortadella

Antipasto Misto Emiliana


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Parmesan Cheese

Halve Wheel Parmegiano Reggiano DOP

Grano Padano Riserva Pack

Reggiano Pack DOP

Reggiano Bio Pack DOP


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Terra Ducali Present Box

Salamillos Present Box with 4 Different Salamillos Italian Specialty Box with Salami, Parmesan Cheese andBalsamic


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Special Menu & CookingShow

Cooking Activity


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Gourmet Deli Menu

Special 8 menu for whole campaign

Weekend Special menu (Fri-Sat-Sun) Cooking Show and product free tasting

Special Menu


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Special MenuITALIAN ANTIPASTO SET

Selection of the finest Italian Cured Meats and Cheeses

GOURMET DELI SALAD (Ceasar)Served with homemade Dressing

LIASON OF SMOKED SALMON

Ensemble of the Worlds finest Smoked Salmons

FETUCCINE WITH PARMA HAM AND EXTRA VIRGINE OLIVE OIL

Fettuccine with Parma ham

PICCATA MILANESE WITH TOMATO SPAGHETTI

Pork Escalope in Parmesan Cheese and Egg Crust with Tomato Spaghetti

SALMON FILLET

Pan seared Salmon filet with Extra Virgin Lemon Olive Oil On Butter Rice

LAMB CHOPS PROVENCALE

Tender fried Lamb Chops with Rosemary Jus on Vegetable Ragout and roast potato

DUCK BREAST WITH BALSAMIC

Pan fried Duck Brest on Balsamic Reduction Sauted Spinach and Butter Noodle


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May-13 Aug-1326 - 1 2 - 8 9 - 15 16 - 22 23 - 29 1 - 6 7 - 13 14 - 20 21 - 27 28 - 3 4 - 10

GMWBT 28-May 5-Jun

Italy 6-J un 17-J un

Aus & NZ 18-J un 3-J ul

USA 4-Jul 11-Jul

Spa - Fra - Ger 12-J ul 24-J ul

UK 25-J ul 31-Jul

Jap 1-Aug 5-Aug

J un-13 J ul-13

Schedule by country

Cooking Show by


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Cooking Show byCountry

Country Day

Date Menu

Italy Friday7.Jun

e

Fettucine with Parma Ham and Extra

Virgine Chilli Olive oil

Saturday

8.June

Saltimbocca with saffron Risotto

Sunday

9.June

Lasagne with Meat Sauce

Friday 14.June Tortelloni Riccota Spinachi with TruffelCream Sauce

Saturday

15.June

Piccata Milanese with Tomato Spaghetti

Sunday

16.June

Pork chop al forno with ham cheese andTomato/Polenta

Italian PromotionCampaign period : June 6-17


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Country Day Date MenuAustralia & NewZealand Friday 21.JuneAvocado Shrimp Cocktail

Saturday

22.JuneNew Zealand King Salmon

Sunday 23.JuneWagyu Tenderloin with potatoGratin

Friday 28.JuneGreen Mussel with white wine

Saturday

29.JuneLamb Tenderloin with MinthSauce

Sunday 30.JuneJohn Dory Saffran Sauce

Australia & New ZealandCampaign period : June 18 July 3

Cooking Show by Country

Cooking Show by


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Country Day Date Menu

USA Friday 5.JulySockeye Salmon Lemon OliveOil

Saturday

6.July Lobster americane

Sunday

7.JulyAngus BeefStriploin withBacked Potato

USACampaign period : July 4-11


Cooking Show by


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Country Day

Dat

e MenuSpain,FrenchGerman

Friday 12.JulyGerman Sausage SauerkrautMashed Potato

Saturday

13.JulyFilet ofSole meniere with ParsleyPotato

Sunday 14.July Fois Gras with Caramelized FigCompote

Friday 19.JulyDeep fried Brie aux Truffle withCrainberry

Saturday

20.July Meat loaf with Mashed Potato

Sunday 21.July Beef Tenderloin "Rossini" PotatoGratin

Spain/France/GermanCampaign period : July 12-24


Cooking Show by


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Country DayDate Menu

UK Friday 26.July Loch Duart Salmon Steack

Saturd

ay 27.July Scottish King Scallops

Sunday

28.July Lamb Tenderloin Minth Sauce

UKCampaign period : July 25-31


Back Side


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Take out of the counterand replace with Shelf

counter(or Furniture fromsupplier ) for showGrocery product such as

premium product & wine

Front Sid


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Take out of theboot and Make

New counter forDemonstrationor cooking show

Take out of the counterand replace withcounter refrigeratorfrom K-Village for showproduct Hi-light

left Sid


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Keep counter and seatingas exiting

Right


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Side

replace with counter

from Supplier fromshop Made in Italy forshow product Hi-lightfrom Italy


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Island 2 Seafood Bar &

BistroConcept : Worlds Best ImportedSeafood

The Catch Seafood Bar & Bistro


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Island 3 Italian Food & BarConcept : Italian Pizza , Pasta and FoodBar

Capri Restaurant & Bar


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CapriRestaurant & Bar


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Island 4 European food &

HomemadeConcept : Pate, Terrine, Soup , Bakery etc

http://www.tessahomemade.com

Tessa European food & homemade


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TessaEuropean food & homemade


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Island 5 Mediterranean foodConcept : Homemade Greek & Mediterranean Food ,Snacksfood , healthy food, and light food, Mediterranean diet

http://olivebangkok.com/

Olive


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Olive Kebab & Caf

Mediterranean


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Mediterraneanfood


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Island 6 European BreadConcept : European Bread and Sandwiches

European Bread


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European Bread

European Sandwiches


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European Sandwiches

Zoning Gourmet Deli @ Siam Paragon


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R s s

3

s

1Gourmet Deli

Zone

6 Gourmet Island @ Siam


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SeafoodCounter

& Bar

EuropeanBread &

SandwichesGourmet

DeliMediterrane

an Food

EuropeanCuisine

ItalianRestaurant

6 Gourmet Island @ SiamParagon


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MARKETINGCOMMUNICATION PLAN

PR/Event


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BKP : WRAP 6 PAGES

MAGAZINE AD

TV Tie-In- 7th heaven- TNN

Mobileapplication

In store DigitalMedia

Paragon news /Emporium news

PR/Event

BK/ A Day Bulletin

360Communication plan

BKP Series Ad /Strips

In-store Print Media- GMWBT Leaflet- Recipes Cards- GM & HFM Brochure

Media Schedule 2013


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Media Schedule 2013Press Ad

Media May Jun Jul Aug

GrandLaunch

Wrap 6 May 29

Series Ad

Italy Jun 6

Aus&NZ Jun 20

USA Jul 4

Spain/France/German

Jul 12

UK Jul 25

Japan Aug 1

BKP 6p. Wrap + GMWBT


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LeafletsGourmet Deli

+Menus

+Demonstration

Schedule

Cooking ShowSchedule

+

Promotion

Key Visual

Highlights@ Gourmet Deli

GMWBT ProductHighlights 1

GMWBT ProductHighlights 2

Outside

Inside

M Ad


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Mag Ad

June issue

C


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Free Copy

Front CoverJun 21

Inside PageMay 30

Inside PageJun 9

GMWBT Recipes Cards


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20 International

GiveawayRecipe cards @Gourmet DeliCounter

Digital Part: APP + Interactive


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Display

Recipes Product Feathers + Tips Sponsorship Part Games & Promos

WORLD BEST TASTE DIGITAL CORNERDigital Part: APP + Interactivei l


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MARKER

MS PIXELSENSE(SURFACE 2.0)

46 LCD SCREEN

D I G I F I E D B Y D I G I T A L M A R K E T

Display

Recipes Product Feathers + Tips Sponsorship Parts


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Decorations Reference


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All products, including delicious cheese, meat, delicatessen and bakerygoods, are emblazoned with the prestigious GTA logo the sign you can trustto guarantee five star food and drink.

The 2012 winners,available at Selfridges,include:

Jamon Iberica deBellota

Gizzards Confit Jaipur Indian Pale Ale Simple Simon's

Perfect pies

28 Aug - 16 Sept

A special showcase and daily sampling


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Documents

GMWBT 17 4 13 for Present K.deang