Gruppo Best sellers Angiolino Nicoletta 1531615 Borghero Enrico1758861 Garrubba Angela1758473 Innamorato Nicolina 1731595 Sasso Giovan Giuseppe1729243 Tripodi Sara1758515 Vivo Fabio1758440 Cibus A taste of Europe
Research path Focus group with six international students from different countries. This variety of background gave us precious insights and widened our horizonts. Brainstorming Face to face interviews with experts in: Store management and channel marketing International marketing Category management
What s Cibus The willingness to celebrate european culinary culture suggested the idea of Cibus, a store featured with a wide high-quality european only retailing mix. The store aims to introduce it self as a food instructor, offering to customers a culinary journey through european original flavours and traditions. Italy Spain France Greece
Target CUSTOMERS BUSINESS PEOPLE TRAVELERS COOKING LOVER FOOD LOVERS SEGMENTATION benefits segmentation, focusing on people from 25 to 50 years old INCOME GROUP medium-high
Where and Why Singapore 1 in the ranking of report Ease of Doing Business Upper class demand Growing and dynamic tourism sector Population over 5 milion people High interest western quality products Washington DC Wide tourism sector Citizens with upper-middle income Consumer expenditure on food has increased of 1mln in the last five years Low presence of competitors Strategic position on atlantic cost
Positioning & Competitors Washington DC Singapore NATIONAL INTERNAZIONALE NATIONAL INTERNAZIONALE RESTAURANT + RETAIL GROCERY RETAIL GROCERY RESTAURANT
Store map 1 Floor 2 Floor 3 Floor
The assortment The assortment, related to each country, is divided by courses such as: Starters Main course Side dishes Dessert Fruits and salads The assortment rotation is related to the seasonality of the products, in order to guarantee freshness and high quality. Both grocery and restaurant areas are led by this philosophy
Il merchandising The grocery area is divided by courses and, for each course, is classified by recipes. Every dish has a colour to help the customer to an easier choice of the ingredients. Thanks to this division customers can: Save time Select the right products This solution aims to facilitate the approach of customers that would like to try to cook dishes of different culture.
Grocery area The draw below shows the composition of the grocery area. Two walls are designed to main and side courses. In the centre of the area there are three round shelves to display starters, fruits&vegetables, desserts. Main course Dressing corner Side course Dessert Fruits&vegetables Starters
Bolognese Pesto Carbonara Main course Pasta alla carbonara Pasta al pesto Pasta alla bolognese
Totem: helpful experience Read the recipes «push and smell» this little botton let the consumer smell the aroma of the dish, in order to enrich the multisensorial experience in the store. Pasta alla carbonara Pasta al pesto Pasta alla bolognese Insert the number of people in order to have a recipe with the quantities adapted to customer s need Recive a ticket with the requested recipe, the ingredients and the link of the online tutorial on the website
A tasty journey Chef Well Known chefs demonstrate the preparation of typical European dishes in particular occasion. Tasting Customers can taste the delicacies prepared comfortably seated in the tasting area. Entertainment area There is an area destined to events and live music.
Communication
Budget 2015 2016 2017 2018 2019 Revenues 36.057.453,33 42.526.967,25 90.820.415,93 98.894.334,16 107.538.188,63 Sales Tax (IVA) 2.358.898,82 2.782.138,04 5.513.891,69 6.033.882,85 6.590.977,25 After Sales Tax 33.698.554,52 39.744.829,21 85.306.524,25 92.860.451,31 100.947.211,38 Cost of units sold 13.549.138,94 16.121.542,75 35.245.366,80 39.318.667,05 43.709.849,92 EBITDA 20.149.415,58 23.623.286,46 50.061.157,45 53.541.784,26 57.237.361,46 Salaries 3.712.000,00 3.712.000,00 9.647.000,00 9.647.000,00 9.647.000,00 General expenditures Building rent 372.000,00 372.000,00 936.000,00 936.000,00 936.000,00 Electricity cost 27.500,00 27.500,00 38.500,00 38.500,00 38.500,00 Total 399.500,00 399.500,00 974.500,00 974.500,00 974.500,00 Operative expenditures 161.350,00 161.350,00 321.700,00 321.700,00 319.950,00 Maintenance cost 540.861,80 744.221,93 1.622.858,32 2.027.857,00 2.487.391,16 Marketing expenditures Advertising 1.020.000,00 935.000,00 1.955.000,00 1.785.000,00 1.615.000,00 Events 780.000,00 715.000,00 1.495.000,00 1.365.000,00 1.235.000,00 Public Relation 420.000,00 385.000,00 805.000,00 735.000,00 665.000,00 Market Researh 270.000,00 247.500,00 517.500,00 472.500,00 427.500,00 Other Areas 510.000,00 467.500,00 977.500,00 892.500,00 807.500,00 Total 3.000.000,00 2.750.000,00 5.750.000,00 5.250.000,00 4.750.000,00 EBIT 12.335.703,78 15.856.214,53 31.745.099,13 35.320.727,26 39.058.520,29
ENJOY!