Engaging with travellers to build the indulgence of Galaxy® – MITR and Dubai Duty Free have created four HPP locations throughout the airport, along with instore and off-shelf activity to create maximum impact and sell out. Dubai Duty Free’s buyer purchasing department, Anthony Morais, comments: “The confectionery category is the fourth best-selling category at Dubai Duty Free and contributes 8.1% to overall Dubai Duty Free sales. We currently have 126 brands in the confectionery category and Galaxy® is ranked number 4. Galaxy® is definitely an important brand as it contributes almost 5% to the overall confectionery category sales.”
Running from February 23rd until the end of March or April (in Concourse C), the HPP’s are situated in Concourse B (Terminal 3), C and the new D (Terminal 1), along with Terminal 2. “We’re particularly excited to be included in the new Concourse D as the first confectionery activation created in time for the official opening” says MITR Category Director, Matt Boulter.
The activation highlights the link between indulgent travelling and Galaxy’s signature silky, smooth, long-lasting contentment, with the use of a Royal Enfield 350 Classic motorcycle, complete with side car to display the Galaxy® range in Concourse B, C and D. With its retro style, the 350 Classic – specially customized in Galaxy® colours – has been selected to capture the vintage, indulgent traveller theme. In Terminal 2, where space is more restricted, destination sign-posting is used. At the heart of the promotion is the chance for two passengers to win a luxury 5* trip, each for two to one of five cities – Singapore, London, New York, Paris and Tokyo – as well as Dubai, with every purchase of Galaxy® worth Dh100.
Dubai Duty Free was an obvious choice given the strength of the Galaxy® brand in the Middle East, the importance of Dubai as a regional hub and MITR’s existing business with the retailer. “Galaxy® is the #5 global chocolate brand and is the top selling brand in the Middle East, so this region was clearly the first choice for implementing what has proved to be a very successful activation,” says Matt.
“Given that Galaxy’s popularity coincides with nationalities within the top ten travelling countries, we believe that the brand has massive potential to grow in travel retail and we’re delighted that Dubai Duty Free has given us such fantastic exposure here at the airport” continues Matt.
“It is very important that suppliers work in hand with retailers to meet category and customer expectations. Galaxy® is one of the confectionery category core brands and a strong performance by the brand definitely drives the overall category growth” adds Anthony.
The promotion offers passengers the full new Galaxy® range including: Galaxy® Pouches – Mini bars of Smooth Milk, Caramel and Crispy; Galaxy® Multi-Pack – Six tablets that includes three flavours – Smooth Milk, Caramel and Cookie Crumble (4x114g and 2x135g); Galaxy® Flutes; Galaxy® Minis Chocolate (32 pieces); Galaxy® Tablets, and Galaxy® Jewels – A mixture of flavoured bonbons of Galaxy® chocolate.
Anthony concludes: “Overall the entire activation has been commendable. The promotion has been rolled out across Dubai Duty Free in all the Terminals and we are positive that sales for the month of March will be extremely good. The entire MARS ITR team has worked hard to bring a customized approach to Dubai Duty Free by understanding our customer needs.”
Galaxy® will launch HPPs in key airports globally during the second half of the year. “As the number one brand on the domestic market, Dubai was the obvious airport to launch the new Galaxy® range and given that it is the world’s number 5 brand, there is clearly huge potential to build the brand in travel retail on a global basis,” adds Matt.
-ENDS-
No comments:
Post a Comment