The LCBO’s 2008/09 Promotion Planning Calendar continues our philosophy of aligning all aspects of the customer experience with the LCBO’s vision - Discover the World.

We will develop initiatives that up-sell, cross-sell, and migrate customers to more premium products. We will focus on new products, create excitement and capitalize on trends in the marketplace. Additionally, we want to attract new customers while increasing the shopping frequency and value of our existing customers' shopping baskets.

Overall, we will grow the business in 2008/09 by delivering superior customer service through our people, products, stores and marketing.

This Promotion Program Calendar will be a 13-Period promotional planning year beginning in Period 4, 2008 and ending with Period 3, 2009. This schedule allows for the appropriate timelines for collaborative planning, forecasting and replenishment (CPFR), all important programs for both the Trade and the LCBO.

For 2008/09, we will continue with our current promotion program structure and timelines. However, there are several modifications to the program that we believe will provide additional exciting promotional opportunities to showcase your products. Some of the key changes include a slight fee increase, a Party Zone (ready to drink) promotion replaced with a Spirits promotion in 2009 and new Mini-thematics programs replacing the Category in Section program, effective period 4 2008.

Overall, we have designed a promotional calendar that we believe will offer our customers exciting promotions, showcasing our expanding selection of exciting products from both around the world and from right here at home.

Together we achieved excellent results in 2006/07, growing the business by 6.2% and we are targeting for another successful year for 2008/09. With the advanced planning for 2008/09 now officially underway, we are looking forward to working collaboratively with our Trade Partners to grow our business together.

Yours sincerely,

Bob Downey
Senior Vice President,
Sales and Marketing Division