Presentation on theme: "Strategic Collaboration and Diversification for Business Sustainability Phil Sims Chief Executive Officer."— Presentation transcript:
Strategic Collaboration and Diversification for Business Sustainability Phil Sims Chief Executive Officer
Commenced 1908 – 4 th Generation Family Business Robern – Fruit – Dried, Glace, Canned, Dehydrated Menz – Confectionery & Biscuits since 1850 acquired in 1992 Menz FruChocs – 2005 Official SA Icon (National Trust)
Niche Player – Global Confectionery and Fruit Snacks market Dominated by multi-national brands Growth of globalisation and private label Retail Market concentration Manufacturing in Australia – increasing cost base Market Position....
Avoid commoditisation Point of difference – S.C.A. Build brands – niche market strategy Spread risk Diversify – new market & product channels Localisation Collaborate – cross promotional opportunities & co-manufacturing Build supplier partnerships with in Australia & Overseas Remain Sustainable....
Brand Building.... Bring the brand front of mind with consumers Develop strategic partnerships to leverage each others strengths Promote ‘local’ and ‘community’ Build network of fans – Personal/Celebrity endorsement & engagement Have fun with the brand
Cross Promotions / Partnerships include: Golden North ~ Menz FruChocs IceCream Foodland/Little Heroes ~ Jelly Confectionery Partnerships....
Cross Promotions / Partnerships include: Kytons ~ FruChoc Hot Cross Bun -Diversification -Multiple revenue streams
Social Media.... Facebook 34,000 Fans – 80% SA Based – 20% Expats
Social Media.... Twitter -2397 followers -Market research & communication -Personality engagement
Celebrity Endorsement.... Dick Smith – FruChocs Hot Cross Bun Eddie McGuire Fitzy & Shaun Micallef
Community Engagement.... Mr FruChoc Twenty20 Cricket – Adelaide Oval Dubai – Crows v Collingwood Zac Efron – Hollywood Premier ‘The Lucky One’ SAFM’s GIANT FruChocs Ball
Diversification.... 3 Shops, 1 licensee, online, pop up SA Focus – leverage iconic brand strength Tourist retail model
Diversification.... Co Manufacturing focus Built our capabilities, capacity & business systems 2 way strategic advantages Identify & Specialise in what your good at – S.C.A. Out Source partnerships – upstream & downstream
Avoid commoditisation Point of difference – S.C.A. Build brands – niche market strategy Spread risk Diversify – new market & product channels Specialise vs generalise Collaborate – cross promotional opportunities & co-manufacturing Remain Sustainable....