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Concept presentation 29 th. may Tallinn
Presentation
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Axel Jensen
Director of GBU since august 2005.
Responibel of business development
Earlier experience from retail
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Metro Cash and Carry ( Wholesale )
Statoil ( Gasstations & Convenience stores )
Apotekernes ( Pharmacies )
GuldBageren ( Artisan bakery )
Agenda
• Presentation of the GuldBageren concept
• Benefits by being a part of a chain
• Questions
History of the GuldBageren A/S
• Voluntary chain
• Established in 1989 by 18
bakers
• 40 members in 1999
• 100 members in 2000
• 175 members in
• Today 122 members and
143 high profiled
GuldBager outlets
What’s a voluntary chain
• Having the benefits by
working in common
• High degree of indepence
regarding management of
own business
• No economic resposibility
for other chain members
• Free to leave with short
notice
Level of cooperation / loyalty
Results / economic benefit
To be a chain member is seen as a way to increase the revenue, base to get
a lot of problems solved and focus on procuction and sale
GuldBageren A/S
• Managed by a board of
regional elected members
• Main office in Fredericia
• Manning
– Director of chain
– Reception and marketing 2
persons
– Finance 2 persons
– Consultants 3 persons
• Owner of GBU
GBU A/S
• Subsidiary of GuldBageren A/S
• Established 2005
• Purpose to develop activities which will
contribute to the strenght of GuldBageren
A/S and connected partners
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Education
Insurance program
Datawarehouse
Business and concept development
GuldBageren
Rules of membership
• Education as an artisan
baker
• Bakery with high level of
quality and wide
assortment
• Good financial status
• Be in a non competitive
area for other members
of GuldBageren
GuldBageren
Obligations
• Be shareholder
• Loyal to the mandatory
supplierprogram
• Participate in marketing
program
• Economi
• Training and education
program
A short trip to a danish
GuldBageren member
Trends in the danish market
• Strong danish consumer economi
• Focus on healt, origin and nutrision
• Severe reduction in the numbers of
artisan bakeries
• Growth in competition from bake-off
and in-store bakeries
• Manning problems
The strategy
• Quality
• Assortment
• Service
Major concept elements
• Marketing program
Quality
Assortment
Service
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Campaigns
Common assortment
Krummeklub
In-store tv media
Common shopfront / clothing program
Packething program
Internet / intranet
• Economic
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Annual account regarding revenu and
costs
• Consultants
• Education program
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Management
Staff full and part time
Marketing program
• Marketing program
• Campaigns
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TV
Bill boards
Magazines
Radio spots
POS
Marketing program
• Marketing program
• Campaigns
• Common assortment
• Dalily cake
speciality offer
• All week bread &
cake specialities
Marketing program
• Marketing program
• Campaigns
• Common assortment
• Krummeklub ( loyalty club )
• New consumer
groups
• Rais shop visit
frequency
• Raise average sale
Marketing program
• Marketing program
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Campaigns
Common assortment
Krummeklub
TV instore media
Remote TV system
1-2 screens in every outlet
Campaign & product information
Controlled from Main office
One supplier
Boost sale of specific GuldBageren
products (increase 15-30%)
Marketing program
• Marketing program
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Campaigns
Common assortment
Krummeklub
TV instore media
Common shopfront /
clothing program
Marketing program
• Marketing program
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Campaigns
Common assortment
Krummeklub
TV instore media
Common shopfront /
clothing program
Marketing program
• Marketing program
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Campaigns
Common assortment
Krummeklub
TV instore media
Common shopfront / clothing
program
• Packething program
Marketing program
• Marketing program
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•
•
Campaigns
Common assortment
Krummeklub
TV instore media
Common shopfront / clothing
program
• Packething program
• Internet / intranet
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Information about :
– Working committees
– Campaigns
– Products
– Krummeklubben
Objetctives of education
• Increase profit
• Improve the customer
relationship
• Develop chain and members
regarding the future
• Increase the speed of changeing
processes
• Attract new qualified employees
and upgrade the existing already
employed
Strategy – the steps
Education
IT – info
Assortment &
Interior design
Marketing
Strategy for education
Full and part time employes
Management
Sale
Management
Products &
operation
Strategy for education
In the shop by the
consultant’s
Salg
Management
Products &
operation
Sales manager
Owners
Areas of education
• Staff, recruitment,
employing, and dismission
• Sales management,
communication, motivation
• Economi, book-keeping,
key figures, and
budgetmangement
• Campaigns and marketing
• IT, Internet, Excel, Word,
Summary
 We are a chain based on 122 voluntary
members
 All our members are artisan bakers
 We are highly profiled in our market
 Development are a ongoing process in
GuldBageren
 We are open for sharing our knowledge
Questions ?
Thank you for your attention