1. Catalyst: the inspiration company Email: nick.cloke@catalystmarketing.co.uk 86, Gloucester Place, London W1U 6HP Tel: + 44 (0) 207 935 7616 Web: www.catalystmarketing.co.uk Prepared by: 13 th November 2008 Innovation – why bother? Owners Conference

2. Why bother? 2 Within small and medium sized businesses, when things are going badly and cut backs are being made, innovation is the first thing to go. Most people dont realise how crucial it is to be innovating throughout tough times to ensure the prosperity of your business. Most people dont realise how crucial it is to be innovating throughout tough times to ensure the prosperity of your business.

3. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 3 ways to innovate What does Rigour look like? Examples of Rigour Neednt cost the earth Benefits of innovation Whats coming up 3

4. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 3 Ways to Innovate 4 1. Instinct 3. Rigour 2. Copycat

5. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 3 Ways to Innovate: Pros & Cons 5 1. Instinct + You know your business + You understand your customers + You are aware of your competitors + You may know best - Too close to it? - Selective hearing? - How much do you look around? - What do you know? N.B. Mostly works fine, if your market is immature

6. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 3 Ways to Innovate: Pros & Cons 6 + Its working for them + Its easy to adapt + Can do it quickly + Can do it cheaper - Your business is not the same - Theres no point of difference - Its yesterdays news - Your customers take it for granted 90% of businesses are average, doing average marketing, achieving average profits. To be ultra successful you need to avoid what everyone else does and do the extraordinary! 90% of businesses are average, doing average marketing, achieving average profits. To be ultra successful you need to avoid what everyone else does and do the extraordinary! 2. Copycat

7. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 3 Ways to Innovate: Pros & Cons 7 + Researched thoroughly + Analysed the results + Carefully developed + Properly launched - Time consuming - Might not like what you see - Costs money - A real commitment 3. Rigour

8. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. What does Rigour look like?

9. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. What does Rigour look like? – the process OBJECTIVE Build and develop the ideas to reality METHOD Develop and refine the best ideas and then research with consumers and go with strongest for launch OBJECTIVE Developing a range of ideas against target markets METHOD Creative workshop to take the seeds and grow them (reject old thinking!) OBJECTIVE Identify target markets and provide seeds for ideas. This is about knowledge METHOD Analyse overall consumer trends, direct observation, competitor visits and sampling STAGE 1: GATHERING SEEDS & PREPARING GROUND STAGE 2: GERMINATION STAGE 3 : NURTURING

10. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Examples of Rigour 10 Hoseasons - creating a targeted offer Butlins – sizing the market opportunity Barr – retro positioning

11. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Examples of Rigour 11 Hoseasons - creating a targeted offer So, who was the target and what did they want?

12. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. OLDER COUPLES ACTIVE

13. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Most important factors in choosing a holiday in the UK Most Important Less Important LESS TIME PRESSURE CONVENIENCE LOTS OF ACTIVITIES COMFORT FACTOR (HOSPITALS, LANGUAGE) TAKE PETS OLDER ACTIVES NO FLIGHTS POOL OWN ACTIVITIES (E.G. BIKES) GOOD SET UP KNOW WHAT YOURE GETTING SAFETY (TERRORISM) IMPROVED STANDARDS (ACCOMMODATION, ENVIRONMENT) WITH FRIENDS (SHARE RESPONSIBILITIES/COSTS) GOOD VALUE

14. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Most important factors in choosing a Lodge Holiday OLDER ACTIVES LOCATION COST (ABSOLUTE) STANDARD OF ACCOMMODATION LEISURE ACTIVITIES (POOL & TENNIS) CHILDRENS FACILITIES Most important Less important

15. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. OLDER COUPLES PASSIVE

16. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Most important factors in choosing a holiday in the UK Most Important Less Important NOT TOO HOT ILLNESS (ACCESS TO MEDICAL) LOT GREENER AND MORE SCENIC MIX OF FOOD TYPES (NOT JUST THE LOCAL CHOICE E.G. GREEK) CAN TAKE THE PETS OLDER PASSIVES UK HAS EVERYTHING (DIVERSITY) LESS AIRPORT HASSLE LESS TRAVEL TIME EASY TO PACK UP AND GO SECURITY NO LANGUAGE BARRIERS QUIET BEACHES BETTER BEER AND WHISKEY

17. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Most important factors in choosing a Lodge Holiday OLDER PASSIVES LOCATION COST (ABSOLUTE) STANDARD OF ACCOMMODATION INDEPENDENCE ACCESS TO SURROUNDING AREAS/ACTIVITIES Most important less important SPACIOUS PEACE AND QUIET COMFORT GOOD LOCAL RESTAURANTS

18. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. YOUNGER COUPLES PASSIVE

19. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Most important factors in choosing a holiday in the UK Most Important Less Important GREAT STUFF ON YOUR DOORSTEP EASE OF TRAVEL WEEKEND BREAKS COST SHARING WITH FRIENDS YOUNGER PASSIVES TIME LESS HASSLE CONVENIENCE WHOLE FAMILY CAN GO/TOGETHERNESS

20. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Most important factors in choosing a Lodge Holiday YOUNGER PASSIVES LOCATION COST (ABSOLUTE) STANDARD OF ACCOMMODATION SIZE (FOR GROUPS OF PEOPLE) CREATURE COMFORTS Most important less important CONVENIENT ACCESS TO LOCAL SHOPS

21. ACCOMMODATION

22. SERVICES & OTHER

23. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. On-Site Services: Free Room Service Not Needed Presented as Free-Services Presented as Paid-for-Services Not presented Welcome Pack Welcome Host Must Haves Information Pack Key: Newspaper Delivery Concierge Service Nice to Have Daily Maid Service Next Day Grocery Deliveries Luxury Cotton Bathrobes

24. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Scandinavian-style log cabins set in beautiful, mature countryside, sympathetic to the natural environment. Take the opportunity to get out and enjoy the countryside on your doorstep, walking or cycling, safe in the knowledge that you are never far from great country pubs. If you enjoy outdoor activities, fishing, golf, tennis and water sports are all close at hand Then return to the comfort of your own luxury lodge with beautiful contemporary interiors, the latest appliances and equipment, and relax on the deck with a bottle of wine or take in the stunning views whilst soaking in your own private hot tub. What are you waiting for? Claim your piece of the great outdoors! Post-research Premium Lodge Concept:

25. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. WHERE DOES THE PREMIUM LODGE OFFER FIT? Facilities/ activities More Expensive Less Expensive No facilities/ activities Premium Lodges

26. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Autograph 2009

27. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 27 Butlins – sizing the market opportunity Examples of Rigour So, how big was the market and how much would they spend?

28. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Objectives To identify top revenue generating customers who demonstrate greatest potential for the Butlins hotel

29. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Analysis Methodology ACTIVITY Bookings data split by Mosaic groups PHASE ONE: Butlins Data Analysis Sources: Mintel– British on Holiday at Home 2002 Short Breaks 2000 UK Tourist Board - UK Tourist Statistics 2002 PHASE TWO: External Data Analysis

30. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Top Customers Profiling – Butlins Analysis G30 Bijou Homemakers Mosaic Group G31 Market Town Mixture B8 Pebble Dash Subtopia C10 30s Industrial Spec C11 Lo-rise Right To Buy C9 Affluent Blue Collar D13 Coalfield Legacy J44 Maturing Mortgagers E12 Smokestack Shift Work A2 Rising Materialists D16 Low Rise Subsistence As % of total 2001 Butlins bookings (227,911) 1.2% 1.1% 1.0% 0.9% 0.8% 0.7% 10.1% Lower Priority Higher Priority

31. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Top Customers Profiling – External Analysis Priority mosaic groups most closely associated with C1 demographic which accounted for 27% of UK population. Source: Holiday Tourism in the UK, UKTS 2000 21% 27% 22% 29% Socio Economic Groups % UK Population

32. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Top Customers Profiling – External Analysis Priority mosaic groups most closely associated with 16-54 married/ single with kids which accounted for 31% of all UK holiday spend. Source: Holiday Tourism in the UK, UKTS 2000 11% 5% 17% 18% Lifestages 16% 32% % UK Population

33. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Top Customers Profiling – External Analysis AB Socio-Economic Groups vs Lifestages C2C2 DE 16-34 married or single with kids under 16 (17%/10 million) 2.1m % Population 21% 2.2m 22% 2.9m 29% 35-54 married or single with kids under 16 (16%/9.5 million) 2.0m2.1m2.7m 4.1m4.3m5.6m Very similar percentage to Butlins data. Likely to represent UK population with the most interest in the Butlins hotel. Source: Holiday Tourism in the UK, UKTS 2000 8.9% of Total Population C1C1 2.7m 27% 2.6m 5.3m

34. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Top Customers Profiling – External Analysis Spend * Total UK Holiday Expenditure £16,494m %/£ Spent on Serviced Accommodation (i.e. hotels, motels, B&Bs) 43% (£7092.42m) Spend levels of the 16-54 with kids group were in line with forecast prices for Butlins Hotel accommodation. Source: Holiday Tourism in the UK, UKTS 2000 Nights 106m 23% (24.38m) £/night £156£291 £/week (7 nights) £1089£2036 %/£ of Total Spent on Serviced Accommodation by 16- 34 with kids 13% (£922m) %/£ of Total Spent on Serviced Accommodation by 35- 54 with kids 18% (£1276.6m) 15% (3.66m) 21% (5.12m) £252£249 £1763 (£441 per person in family of 4) £1745 (£436 per person in family of 4)

35. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Butlins Shoreline Hotel

36. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 36 Examples of Rigour So, how best to deliver nostalgia in adult soft drinks? Barr – retro positioning

37. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 37 Developing the Adult Soft Drinks Category Objectives Understand adult nostalgia for soft drinks Generate ideas that closely reflect that need

38. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 38 Exploratory Research to understand the opportunity Creative Workshop to generate the ideas Process Overview New Products Research to test soft drink ideas Recommending the strongest idea for launch

39. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Perceptions of the market Adult Sparkling Smaller bubbles Pop Bigger bubbles Child Energy Drinks Adult Sparkling Traditional Sparkling (adult/family) Traditional Pop (adult/family) Diet / Low Cal pop Pepsi Max; Diet Coke etc Family pop Child pop Not good for you Good for you Adult nostalgia

40. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 40 Feeling Rooted

41. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 41 Barr Originals Barrs Originals Where have all the great soft drink flavours gone? The ones you used to drink when you were a child? You just dont see them anymore. Barrs have been making soft drinks for over 100 years. Weve taken classic recipes and made them even better. Using 100% natural ingredients, weve made Cream Soda with real vanilla extract, Ginger Beer with real root ginger, Real Lemonade and original Dandelion & Burdock. Always bottled in glass to ensure the finest quality, taste and freshness. HIT Popularity : 1 st (out of 18) They are sticking with the classics and bringing them up to date…good It is what we have been brought up with. But they are re- launching them by using nostalgia and natural GP 2 Younger men GP 4 Younger Women They have updated it – made it a bit more modern which is good to keep things interesting They are like the old bottles – good, safe and traditional GP 1 Older Women

42. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. NEW Barr Originals – Summer 2008 Stocked in Tesco, Sainsburys, Morrisons and Asda

43. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Neednt cost the earth 43 1. DIY 3. Ask customers 2. Friends & family

44. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Neednt cost the earth 44 1. DIY – its free! be honest Analyse your sales and customer data – be honest be open Get hold of published research from the web – be open listen Share the findings with staff and draw conclusions – listen dont judge Run a Creative Workshop with team – dont judge! agree selection criteria Pick the best ideas - agree selection criteria Develop and launch

45. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Neednt cost the earth 45 They know what youre trying to achieve You can trust them and theyll be honest! They can try out your product and your competitors Listen to their ideas and build on them Agree the best ones, develop and launch 2. Friends & family – costs little

46. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. Neednt cost the earth 46 They like to be heard, theyre experiencing it You always learn something you didnt know Share the findings with staff and draw conclusions Agree the best ideas Develop and launch 3. Ask customers – small cost

47. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. 47 So, what are the benefits? Benefits of innovation New Customers Increased Sales Improved Margins Stronger Business

48. Hoseasons Owners Conference presentation November, 2008 Property of Catalyst. All rights reserved. INSPIRING ACTION