AF_DIAGEO_GUIA_EXECUCAO-C.indd 1 04/09/15 17:52

3PG. 4

PG. 19

PG. 20

PG. 35

PG. 42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 3 04/09/15 17:52

AF_DIAGEO_GUIA_EXECUCAO-C.indd 2 04/09/15 17:52

3PG. 4

PG. 19

PG. 20

PG. 35

PG. 42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 3 04/09/15 17:52

3

PG. 4

PG. 19

PG. 20

PG. 35

PG. 42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 3 04/09/15 17:52

3

PG. 5

PG. 15

PG. 15

PG. 30

PG. 37

Pg. 15Pg. 17Pg. 20Pg. 25

Pg. 5Pg. 6Pg. 7

Pg. 30Pg. 32

Pg. 37Pg. 37Pg. 46 Guia Rpido de Orientaes

412

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

5AF_DIAGEO_GUIA_EXECUCAO-C.indd 5 04/09/15 17:52

1. Introduo

5

AF_DIAGEO_GUIA_EXECUCAO-C.indd 5 04/09/15 17:52

5

5

AF_DIAGEO_GUIA_EXECUCAO-C.indd 5 04/09/15 17:52

5

AF_DIAGEO_GUIA_EXECUCAO-C.indd 5 04/09/15 17:525

AF_DIAGEO_GUIA_EXECUCAO-C.indd 5 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

7RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

6

AF_DIAGEO_GUIA_EXECUCAO-C.indd 6 04/09/15 17:52

66

AF_DIAGEO_GUIA_EXECUCAO-C.indd 6 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

7RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

77

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

9INOVAO

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 9 04/09/15 17:52

8

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 8 04/09/15 17:52

8

9INOVAO

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 9 04/09/15 17:52

9

11

AF_DIAGEO_GUIA_EXECUCAO-C.indd 11 04/09/15 17:52

10

AF_DIAGEO_GUIA_EXECUCAO-C.indd 10 04/09/15 17:52

10

11

AF_DIAGEO_GUIA_EXECUCAO-C.indd 11 04/09/15 17:52

11

YPICA SABORESUma linha que traz sabores brasileiros misturados nossa cachaa Ypica, proporcionando maior praticidade e convenincia aliados praticidade e convenincia. Para consumir gelado ou misturado com refrigerantes e sucos, ideal para festas e eventos.

Ypica Sabores do Brasil Mel & Limo um produto suave e delicioso, sem perder as caractersticas de cachaa. ideal para ser consumido gelado com os amigos no bar, em churrascos e encontros em casa.

- YPICA GUARAN LATA- YPICA GUARAN- YPICA LEMON- YPICA MEL & LIMO

11

AF_DIAGEO_GUIA_EXECUCAO-C.indd 11 04/09/15 17:52

INOVAO

13

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 13 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

12

13

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 13 04/09/15 17:52

13

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

14

20

AF_DIAGEO_GUIA_EXECUCAO-C.indd 20 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

2. Guia de Execuo

20

AF_DIAGEO_GUIA_EXECUCAO-C.indd 20 04/09/15 17:52

20

AF_DIAGEO_GUIA_EXECUCAO-C.indd 20 04/09/15 17:52

ON-TRADE

15

21

AF_DIAGEO_GUIA_EXECUCAO-C.indd 21 04/09/15 17:52

22

AF_DIAGEO_GUIA_EXECUCAO-C.indd 22 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

21

AF_DIAGEO_GUIA_EXECUCAO-C.indd 21 04/09/15 17:52

16

22

AF_DIAGEO_GUIA_EXECUCAO-C.indd 22 04/09/15 17:52

22

AF_DIAGEO_GUIA_EXECUCAO-C.indd 22 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

17

23

AF_DIAGEO_GUIA_EXECUCAO-C.indd 23 04/09/15 17:52

23

AF_DIAGEO_GUIA_EXECUCAO-C.indd 23 04/09/15 17:52

24

AF_DIAGEO_GUIA_EXECUCAO-C.indd 24 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

18 23

AF_DIAGEO_GUIA_EXECUCAO-C.indd 23 04/09/15 17:52

24

AF_DIAGEO_GUIA_EXECUCAO-C.indd 24 04/09/15 17:52

24

AF_DIAGEO_GUIA_EXECUCAO-C.indd 24 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

19

25

AF_DIAGEO_GUIA_EXECUCAO-C.indd 25 04/09/15 17:52

25

AF_DIAGEO_GUIA_EXECUCAO-C.indd 25 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

20 25

AF_DIAGEO_GUIA_EXECUCAO-C.indd 25 04/09/15 17:52

26

AF_DIAGEO_GUIA_EXECUCAO-C.indd 26 04/09/15 17:52

26

AF_DIAGEO_GUIA_EXECUCAO-C.indd 26 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

21

27

4

3

1

2

1

2

43

ANEXO

ANEXO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 27 04/09/15 17:52

27

4

3

1

2

1

2

43

ANEXO

ANEXO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 27 04/09/15 17:52

28

ANEXO

1

2

4 5

3

5

4

3

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 28 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

22 27

4

3

1

2

1

2

43

ANEXO

ANEXO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 27 04/09/15 17:52

28

ANEXO

1

2

4 5

3

5

4

3

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 28 04/09/15 17:52

28

ANEXO

1

2

4 5

3

5

4

3

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 28 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

23

29

AF_DIAGEO_GUIA_EXECUCAO-C.indd 29 04/09/15 17:52

29

AF_DIAGEO_GUIA_EXECUCAO-C.indd 29 04/09/15 17:52

30

AF_DIAGEO_GUIA_EXECUCAO-C.indd 30 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

24

30

AF_DIAGEO_GUIA_EXECUCAO-C.indd 30 04/09/15 17:52

30

AF_DIAGEO_GUIA_EXECUCAO-C.indd 30 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

2530

AF_DIAGEO_GUIA_EXECUCAO-C.indd 30 04/09/15 17:52

31

AF_DIAGEO_GUIA_EXECUCAO-C.indd 31 04/09/15 17:52

31

AF_DIAGEO_GUIA_EXECUCAO-C.indd 31 04/09/15 17:52

32

AF_DIAGEO_GUIA_EXECUCAO-C.indd 32 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

26 31

AF_DIAGEO_GUIA_EXECUCAO-C.indd 31 04/09/15 17:52

32

AF_DIAGEO_GUIA_EXECUCAO-C.indd 32 04/09/15 17:52

32

AF_DIAGEO_GUIA_EXECUCAO-C.indd 32 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

27

33

5

4

1

54

23

3

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 33 04/09/15 17:52

33

5

4

1

54

23

3

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 33 04/09/15 17:52

34

PAREDES DO BAR: materiais do ciclo vigente na altura dos olhos para que os consumidores sejam impactados. PARA DONO/BRIGADA: materiais de Relacionamento do Ciclo vigente para aumentar a exposio da marca e ajudar no relacionamento com o dono e a brigada.

1

2

EXECUO PERFEITA - BAR CONSUMO

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 34 04/09/15 17:52

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

28

34

PAREDES DO BAR: materiais do ciclo vigente na altura dos olhos para que os consumidores sejam impactados. PARA DONO/BRIGADA: materiais de Relacionamento do Ciclo vigente para aumentar a exposio da marca e ajudar no relacionamento com o dono e a brigada.

1

2

EXECUO PERFEITA - BAR CONSUMO

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 34 04/09/15 17:52

34

PAREDES DO BAR: materiais do ciclo vigente na altura dos olhos para que os consumidores sejam impactados. PARA DONO/BRIGADA: materiais de Relacionamento do Ciclo vigente para aumentar a exposio da marca e ajudar no relacionamento com o dono e a brigada.

1

2

EXECUO PERFEITA - BAR CONSUMO

1

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 34 04/09/15 17:52

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

29

35

AF_DIAGEO_GUIA_EXECUCAO-C.indd 35 04/09/15 17:52

35

AF_DIAGEO_GUIA_EXECUCAO-C.indd 35 04/09/15 17:52

36

AF_DIAGEO_GUIA_EXECUCAO-C.indd 36 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

30

EVENTOS

36

AF_DIAGEO_GUIA_EXECUCAO-C.indd 36 04/09/15 17:53

36

AF_DIAGEO_GUIA_EXECUCAO-C.indd 36 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

31

37

AF_DIAGEO_GUIA_EXECUCAO-C.indd 37 04/09/15 17:53

37

AF_DIAGEO_GUIA_EXECUCAO-C.indd 37 04/09/15 17:53

38

AF_DIAGEO_GUIA_EXECUCAO-C.indd 38 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

32 37

AF_DIAGEO_GUIA_EXECUCAO-C.indd 37 04/09/15 17:53

38

AF_DIAGEO_GUIA_EXECUCAO-C.indd 38 04/09/15 17:53

38

AF_DIAGEO_GUIA_EXECUCAO-C.indd 38 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

3338

AF_DIAGEO_GUIA_EXECUCAO-C.indd 38 04/09/15 17:53

39

PALCO PRINCIPAL

rea de concentrao/

consumo

Bare

sEn

trad

aBa

nhei

ros

Cam

arot

es

Ambulantes Ambulantes

Bare

s

rea de pedida

rea de ativao

re

a de

at

iva

o

AF_DIAGEO_GUIA_EXECUCAO-C.indd 39 04/09/15 17:53

39

PALCO PRINCIPAL

rea de concentrao/

consumo

Bare

sEn

trad

aBa

nhei

ros

Cam

arot

es

Ambulantes Ambulantes

Bare

s

rea de pedida

rea de ativao

re

a de

at

iva

o

AF_DIAGEO_GUIA_EXECUCAO-C.indd 39 04/09/15 17:53

40

AF_DIAGEO_GUIA_EXECUCAO-C.indd 40 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

34

40

AF_DIAGEO_GUIA_EXECUCAO-C.indd 40 04/09/15 17:53

40

AF_DIAGEO_GUIA_EXECUCAO-C.indd 40 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

35

41

AF_DIAGEO_GUIA_EXECUCAO-C.indd 41 04/09/15 17:53

41

AF_DIAGEO_GUIA_EXECUCAO-C.indd 41 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

36 42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 42 04/09/15 17:53

42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 42 04/09/15 17:53

42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 42 04/09/15 17:53

42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 42 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

3742

AF_DIAGEO_GUIA_EXECUCAO-C.indd 42 04/09/15 17:53

42

AF_DIAGEO_GUIA_EXECUCAO-C.indd 42 04/09/15 17:53

OFF-TRADE

43

AF_DIAGEO_GUIA_EXECUCAO-C.indd 43 04/09/15 17:53

43

AF_DIAGEO_GUIA_EXECUCAO-C.indd 43 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

38

44

AF_DIAGEO_GUIA_EXECUCAO-C.indd 44 04/09/15 17:53

44

AF_DIAGEO_GUIA_EXECUCAO-C.indd 44 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

39

45

AF_DIAGEO_GUIA_EXECUCAO-C.indd 45 04/09/15 17:53

45

AF_DIAGEO_GUIA_EXECUCAO-C.indd 45 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

40

46

TOPO:

OLHOS:

MOS:

JOELHOS:

BASE:

Whisky Vodka Rum Conhaque Cachaa Aperitivo Licor Ice

TOPO:

OLHOS:

MOS:

JOELHOS:

BASE:

AF_DIAGEO_GUIA_EXECUCAO-C.indd 46 04/09/15 17:53

46

TOPO:

OLHOS:

MOS:

JOELHOS:

BASE:

Whisky Vodka Rum Conhaque Cachaa Aperitivo Licor Ice

TOPO:

OLHOS:

MOS:

JOELHOS:

BASE:

AF_DIAGEO_GUIA_EXECUCAO-C.indd 46 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

41

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

42

47

4

2

5

31

ENTRADA

rea com alto uxo de pessoasNO CONFINARPRODUTOS

1

EXPLORAR CORREDOR DE ENTRADA COM ILHA OU PILHA

2

PONTA DE GNDOLA - WHISKY, VODKA OU CACHAA

5

DUPLA EXPOSIO DE ICE COM CERVEJA

3

NA REA DE CHURRASCO, EXPOR FAMLIA SMIRNOFF EM PILHAS OU DISPLAYS

4

PILHAS/DISPLAYS DE SMIRNOFF 21/JUN DAITITM/YPICA NO SETOR DE

HORTIFRTI

BEBIDASBEBIDAS BEBIDAS BEBIDAS BEBIDAS BEBIDAS

WHISKY PREMIUM

WHISKY PREMIUM

WHISKY STANDARD

WHISKY STANDARD

WHISKY PRIMRIO + NACIONAL

LICOR NACIONAL

LICOR IMPORTADO

APERITIVO BITTER

APERITIVO VERMOUTH

CONHAQUE

VODKA IMPORTADA

VODKA SABORIZADA

VODKA STANDARD

VODKA STANDARD

VODKA PREO

ICE

ICE

ICE

ICE

ICE

ICE

SABORIZADAS + CACHAA STANDARD

CACHAA ARTESANAL

CACHAA STANDARD

CACHAA PREO

CACHAA PREO

TEQUILA

TEQUILA

GIN

GIN

SAKE

SAKE

RUM

RUM

RUM

AF_DIAGEO_GUIA_EXECUCAO-C.indd 47 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

43

SUPERMERCADO (10 - 19 CHECKOUTS)

Definio:Varejo de autosservio com foco em mercearia, sees de eletro e bazar reduzidos ou inexistentes, normalmente entre 10 e 19 checkouts, e rea em torno de 5.000m.

Misso de compra:Compra rpida e reposio.

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

44

LOJAS DE CONVENINCIA

Definio:So pequenos estabelecimentos que podem ou no operar em regime de franquia, geralmente associados a alguma rede de combustvel. Oferecem uma variedade limitada associada a algum servio.

Misso de compra:Convenincia.

48

3

2

1

VODKA IMPORTADAWHISKY PREMIUM

WHISKY STANDARD

WHISKY STANDARD

WHISKY NACIONAL

VODKA SABORIZADA

VODKA IMPORTADAWHISKY PREMIUM

WHISKY STANDARD

WHISKY STANDARD

WHISKY NACIONAL

VODKA SABORIZADA

WHISKY PRIMRIO

VODKA STANDARD

VODKA STANDARD + FORMATOS

VODKA PREO

BEBIDAS BEBIDASBEBIDAS

WHISKY PREMIUM

WISKY STANDARD

WISKY STANDARD

WISKY NACIONAL

WISKY PRIMRIO

VODKA IMPORTADA

VODKA SABORIZADA

VODKA STANDARD

VODKA PREO

VODKA STANDARD

LICOR IMPORTADO

LICOR NACIONAL

APERITIVO

APERITIVO

APERITIVO

ICE

ICE

ICE

ICE

ICE

CACHAA ARTESANAL

CACHAA SABORIZADA

CACHAA STANDARD

CACHAA PREO

CACHAA PREO

TEQUILA GIN

RUM

CONHAQUE

CONHAQUE

CONHAQUE

SAKE

rea com alto uxo de pessoas

1

3

2

AF_DIAGEO_GUIA_EXECUCAO-C.indd 48 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

45

MERCADO DE BAIRRO (2 - 9 CHECKOUTS)

Definio:Lojas de autosservio com mdio porte (at 3.000m). Tem de 2 a 9 checkouts e sortimento limitado.

Misso de compra:Compra rpida e reposio.

Dicas:

Exponha Smirnoff Ice (regular, Peach e Green Apple) na geladeira, perto das cervejas.

Exponha Smirnoff 21 e Johnnie Walker Red Label na ponta da gndola, em uma rea quente.

Ative material de comunicao na entrada da loja e no balco para as marcas-foco.

52

AF_DIAGEO_GUIA_EXECUCAO-C.indd 52 04/09/15 17:53

52

AF_DIAGEO_GUIA_EXECUCAO-C.indd 52 04/09/15 17:53

12

INOVAO

RESERVE

RESERVE

AF_DIAGEO_GUIA_EXECUCAO-C.indd 12 04/09/15 17:52

46

4753

AF_DIAGEO_GUIA_EXECUCAO-C.indd 53 04/09/15 17:53

7

RESERVE

RESERVE

INOVAO

AF_DIAGEO_GUIA_EXECUCAO-C.indd 7 04/09/15 17:52

AF_DIAGEO_GUIA_EXECUCAO-C.indd 56 04/09/15 17:53