spar - global voluntary retail chain · 2014-09-23 · spar local support •independent retailers...
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SPAR - global voluntary retail chain Penny van der Kaars
Communications manager, SPAR International B.V.
SPAR was founded in The Netherlands in 1932 by
Adriaan van Well
DE SPAR Door Eendrachtig Samenwerken Profiteren Allen Regelmatig
- all will benefit from united co-operation
The SPAR Brand
Adriaan van Well and 14 other like minded people founded DESPAR in 1932
1940’s / 1950’s: SPAR grows in Europe
1960’s / 1970’s: Africa & Japan
1980’s / 1990’s: Eastern Europe
The new Millennium : Russia, Asia, Middle East
The Brand Spreads
Our Mission
To ensure that SPAR remains the world’s largest supermarket chain
To continue building SPAR as a global brand by Growing our Future Together
Convenience
Neighbourhood
Family shopping
Choice / Value
One Brand – 4 Formats
Multi-Format Retail Strategy
Focus on Fresh, Value, Service
12,126 SPAR Stores
35 Countries
4 Continents
€ 32 Billion Retail Sales in 2013
Global sales +4.1% in 2013*
*in constant currency values
SPAR Worldwide
Expansion across Russia :
Kaliningrad to Siberia
Licences have been issued to partners operating in :
South Africa
Namibia
Botswana
Zimbabwe
Zambia
Nigeria
Mozambique
Angola
Africa
Licences granted to partners in provinces:
Shandong
Guangdong
Shanxi & Inner Mongolia
Sichuan
Henan
and a licence to a separate partner for the city of
Beijing
China
UAE
Qatar
Lebanon
Oman
Middle East
SPAR & Sponsorship
• Internationally – European Athletics
• Nationally
• Regionally
• Locally
• Jointly between retailers
European Athletics
• Since 1996
• Proud partner
• Championship level
• Indoor, Outdoor, Cross-Country
• Livestreaming partner since 2012
SPAR International website –
communicating globally
Facebook – consumer focused
What do we do with the
sponsorship?
• Brand visibility generator
• Working together for constant improvement
• Individual athletes and teams
Additionally...
• Varied locations
• Professional
• Consistency
• Evolving process
• Consumer prizes
• Hospitality
SPARK
• Kids Athletics Park – encouraging
children to become involved in
athletics through simple activities in the
areas of run, jump, throw
• Concept developed, tested and
shared with SPAR Partners
SPAR Nutriti on Zone
• Moving into promotion of healthy
lifestyles combining nutrition awareness
and exercise
• Activation at EA events
• Website launched for Zurich 2014
(www.sparnutritionzone.com)
• Concept developed, tested and
shared with SPAR Partners
SPAR Local Support
• Independent Retailers support diverse
local activities, including sport & culture
• , SPAR may become involved with
sponsorship regionally; and
• Nationally
• The type of event, scale of involvement
varies according to budget, fit to
marketing strategy, personal investment
32
SPAR Ireland
• Partner with Irish Athletics
• Promoting running from 5km
• Healthy living for kids – www.sparkids.ie
• Staff healthy weight loss campaign
• Healthy cooking & eating
SPAR South Africa
• 5km / 10km city runs
• International netball
• Amafela football team
Kwa-Zulu Natal Club
Thank you for your attention
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