On Premise

Study Objective

The objective of the On Trade Study is to provide relevant observable information to our clients, collected in the main Gastronomic Poles of the country.

This channel is key for many businesses, since when the products are consumed on the spot or by “Open Bottle”, it becomes a fundamental area for the construction and promotion of brands.

This study will allow you to control the correct distribution and presence of your products in the On Trade channel, in addition to monitoring the competition to carry out benchmarking analysis and make timely decisions.

Target

This study is aimed at businesses that involve the following categories:

Whiskey
Champagne
Wine
Frizing Wines
Sodas
Plain and Flavored Waters
Isotonic
Beers
Liquors

Distillates (Vodka, Rum, Gins, Staples, Cognac, Gin, Sherry, Tequila)
Drinks
Appetizers
Energizers
Cigarettes
Habanos
Coffee

Variables to be Released

PRICES IN MENU
The products present in the menu, wine list or drinks menu are relieved.
FACING BACK BAR
The visible bottle fronts are taken, located in the Back Bar. The spaces for the exhibition of brands, manufacturers or companies in this channel
PROMOTIONS
The promotions present in the Letter-Menu, Drinks Menu or Wine List are revealed. Promotions visible on Table Tent, Menu Holder, Blackboards, among others
MYSTERY SHOPPER
Through this methodology, consumer situations, performance of the Business Service Team, etc. are revealed.
TABLE SHARE
In a timeline «x» is audited based on the capacity of the tables found, which are the Products and Brands consumed at that time.

EXECUTION AT THE POINT OF SALE
In a systematic way, a Multidisciplinary Team permanently audits all the variables that the Client defined as part of its commercial strategy, reporting deviations at the same time of the audit.
SHOPPER
With the In & Out Survey Methodology, it is possible to identify how the impulse factors apply in the channel, interviewing the Consumer before entering the premises and upon leaving with a small survey to be able to decipher their decision-making process of purchase in the channel.
SALES SHARE
i-Gen through a contract at the Point of Sale Obtains the Sales information of the Categories to be defined by the Client.
POINT OF SALE SURVEY
A closed survey will be carried out to the owner / manager of the Point of sale to investigate the «Quality of Attention» of the service provided by companies with direct and indirect distribution.

Brand Building

Menu Brand logos present in the Letter-Menu, Drinks Menu or Wine List are revealed, whether they appear on the inside or on the lid.
Visibility Elements that contain the name or logo of the brand are audited, which only fulfill the function of communicating an image. For example: Posters, billboards, canopies, etc.
Functional They are elements that in addition to communicating the brand image, fulfill a function for the commercial operations of the POS. For example: umbrellas, tables, chairs, ashtrays, refrigerators, displays, etc.
POINT OF SALE SURVEY
A closed survey will be carried out to the owner / manager of the Point of sale to investigate the «Quality of Attention» of the service provided by companies with direct and indirect distribution.

Gastronomic Poles

Mar Del Plata

60 pdv

Costa Chica

40 pdv

Córdoba

80 pdv

Rosario

40 pdv

Mendoza

40 pdv

Segmentation by Cluster or Type of Business is determined by the characteristics of the points of sale, such as: Price of Covered, Valet Parking, Number of tables, Receptionist, Air conditioning of the place, Own Parking, etc.

Classification by Clusters

Restaurant A / Restaurant B / Restaurant C

Bar A / Bar B / Bar C

Coffee / Tea A / Coffee / Tea B

Disco

Grill A / Grill B / Grill C

Pizzeria A / Pizzeria B / Grill C

Pub

Wine Bar

Benefits

This study will allow you to:

Know the current promotions launched by the competition in the On Trade channel.

Evaluate sales processes and follow-up of the application of product strategies.

Analyze the actions carried out by the competition to create brand awareness.

Make decisions regarding your pricing and distribution strategy in this channel, in relation to the types of businesses or geographical areas.

Generate a greater presence of your brand in poles of relevance.

Detect unexploited market opportunities to develop your brand.

Detect business risks and opportunities.

ON PREMISE

Study Objective

Target

Variables to be Released

Brand Building

Channels

Gastronomic Poles

Mar Del Plata

Costa Chica

Córdoba

Rosario

Mendoza

Classification by Clusters

Benefits

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