GuldBageren%20(logo)

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Concept presentation 29 th. may Tallinn
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Presentation

• Axel Jensen
• Director of GBU since august 2005.
• Responibel of business development
• Earlier experience from retail
• Metro Cash and Carry ( Wholesale )
• Statoil ( Gasstations Convenience stores )
• Apotekernes ( Pharmacies )
• GuldBageren ( Artisan bakery )

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Agenda

• Presentation of the GuldBageren concept
• Benefits by being a part of a chain
• Questions

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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

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Whats 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
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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

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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
• Education
• Insurance program
• Datawarehouse
• Business and concept development

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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

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GuldBageren

• Obligations
• Be shareholder
• Loyal to the mandatory supplierprogram
• Participate in marketing program
• Economi
• Training and education program

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A short trip to a danish GuldBageren member
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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

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The strategy

• Quality
• Assortment
• Service

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Major concept elements

• Marketing program
• Campaigns
• Common assortment
• Krummeklub
• In-store tv media
• Common shopfront / clothing program
• Packething program
• Internet / intranet
• Economic
• Annual account regarding revenu and costs
• Consultants
• Education program
• Management
• Staff full and part time

Quality Assortment Service
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Marketing program

• Marketing program
• Campaigns
• TV
• Bill boards
• Magazines
• Radio spots
• POS

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Marketing program

• Marketing program
• Campaigns
• Common assortment

• Dalily cake speciality offer
• All week bread
• cake specialities

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Marketing program

• Marketing program
• Campaigns
• Common assortment
• Krummeklub ( loyalty club )

• New consumer groups
• Rais shop visit frequency
• Raise average sale

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Marketing program

• Marketing program
• 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)
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Marketing program

• Marketing program
• Campaigns
• Common assortment
• Krummeklub
• TV instore media
• Common shopfront / clothing program

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Marketing program

• Marketing program
• Campaigns
• Common assortment
• Krummeklub
• TV instore media
• Common shopfront / clothing program

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Marketing program

• Marketing program
• Campaigns
• Common assortment
• Krummeklub
• TV instore media
• Common shopfront / clothing program
• Packething program

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Marketing program

• Marketing program
• Campaigns
• Common assortment
• Krummeklub
• TV instore media
• Common shopfront / clothing program
• Packething program
• Internet / intranet
• Information about
• Working committees
• Campaigns
• Products
• Krummeklubben

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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

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Strategy the steps
Education
IT info
Assortment Interior design
Marketing
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Strategy for education
Full and part time employes
Management
Sale
Management
Products operation
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Strategy for education
Salg
In the shop by the consultants
Sales manager Owners
Management
Products operation
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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,

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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

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Questions ?
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Thank you for your attention