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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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Pedrazzoli Salumificado
Sliced Bio Prosciutto di Parma DOP Prosciutto di San Daniele Salamino Piccante
Salame al Tartuffo Antipasto Italiano
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Pedrazzoli Salumificado
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 byCountry
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 byCountry
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
Cooking Show byCountry
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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The Catch Seafood Bar & Bistro
The Catch Seafood Bar & Bistro
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The Catch Seafood Bar & Bistro
The Catch Seafood Bar & Bistro
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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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7/30/2019 GMWBT 17 4 13 for Present K.deang
100/100