The Mini-Thematic program is designed to engage, entice and educate customers on category promotions. The program highlights product selections that are either closely linked to the Promotional Theme or a specific seasonal category promotion. The program takes place on shelf, and will be located in selected categories as outlined in the schedule below.
Schedule
The product types are allocated in advance for each Promotional Turn.
Turn |
Spirits |
Wines |
BRTD |
2009/10 |
|||
4 |
VQA |
||
5 |
Gin |
||
6 |
Rum |
||
7 |
Ontario Beer |
||
8 |
Bordeaux |
Cider |
|
9 |
Cognac/Brandy |
Ultra Premium Beer |
|
12 |
Southern Italy |
||
13 |
Argentina |
||
2010/11 |
|||
1 |
Tequila |
||
2 |
New Ready To Drink |
||
3 |
Chile |
||
Promotional Support & Material
The program will consist of a number of components that will be implemented both in-store and/or externally. Each program will have a targeted Marketing Strategy.
A specific implementation plan and cost structure will be presented by Category Managers in September 2008, prior to the program's application deadline.
LCBO will produce and distribute all materials for the Program.
Product Placement
The program takes place on the regular shelf location.
Product placements are defined by the corporate planograms and planoguides.
The positioning and number of facings of the featured products are not open for negotiation by suppliers.
Store staff will merchandise all featured products in their allocated positions.
Rates
Follow this link for rate information.
Support Programs
Tastings are also recommended. Approved suppliers may also consider participating in the LCBO's Special Event Program.
Limited Time Offer, AIR MILES® and Bundled Bonus AIR MILES® programs are available with this program.
Value Add, Necktags and Contest programs are not available with this program.
Participating Stores
Flagship, Full Service and IMAGE stores participate in all promotions. Regular stores will participate in selected promotions.
Opportunities
Up to 16 opportunities will be available per scheduled promotions.
The number of participating products will be determined by the appropriate Category Product Manager on a scheduled promotion basis.
Products
All participating stores that carry the approved products are required to feature them in their regular shelf location with the promotional materials provided.
Stores are not forced to carry all of the products approved. It is the Store Manager's discretion to bring in the product for the promotion.
Applications
Follow this link for information.
Deadline Dates