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Sales Conference Presentation Jakarta 2014. Stuart Alexander Australia2014.

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Presentation on theme: "Sales Conference Presentation Jakarta 2014. Stuart Alexander Australia2014."— Presentation transcript:

1 Sales Conference Presentation Jakarta 2014

2 Stuart Alexander Australia2014

3 Source: Cognos, Ex Warehouse Sales, CY12-CY13 LOF equiv outer = 24x25g In 2013 we found our business in Australia disappointingly down vs Prior Year & vs Budget… -4% vs PY -8% vs Budget

4 There were a number of clear drivers for the decline in sales…  Change in investment strategy from sampling  media 230,000 packs given away as samples in 2012 but not repeated in 2013  Reduced display opportunities within Retail – clean floor / high cost  Sweet Liquorice performed below expectation  Priceline Chemists removed all Confectionery lines  Warmer/drier Winter season

5 a challenging year ahead

6 Recover lost 2013 volume & return the brand to growth… The 2014 Challenge

7 Launch NPD with broad flavour appeal for Australian market Advertising - build on Test Market success in 2013 Account specific volume & visibility driving initiatives New Ranging/Distribution Points The Solution…

8 Initiative 1: NPD Launch

9 Initiative 1: NPD Launch Activity National launch of new Spearmint S/F variant Objective: Replace slower-selling variants with a flavour which has broad appeal within Australia Expand ‘mint’ range to extend usage occasions outside of winter cold & flu period Leverage growth of Sugar Free Replicate strong growth of Green Stripe Variants Supported: NEW Spearmint Sales Result: 35,000 LOF equiv outers (21 tonnes)

10 Medicated Segment $50m annually Candy/Mints Segment $144m annually Candy Mints segment is worth 3 times that of Medicated, which is in decline. It’s also less seasonally reliant.

11 Why will Spearmint be successful? A Spearmint variant (blue) can co-exist with a Peppermint variant (red), both with a loyal following and equally strong sales…and Spearmint often preferred. Case Study – Eclipse Mints

12 Initiative 2: Advertising

13 Advertising Activity: Year 2 of new TV campaign (June-Aug 14) Build on prior year’s successful media test Target largest consumer market – Sydney Includes mix of Free TV, Pay TV & Online media Objective: Reinforce strong minty freshness of Fisherman’s Friend Mint variants vs. other ‘LOLLY MINTS’ Build awareness & trial of new ‘Spearmint’ Variants Supported: Spearmint / Green Stripe Sales Result: 2,800 LOF equiv outers (1.7 tonnes)

14 Initiative 3: Account Specific Coles: Permanent Front Counter Display

15 Initiative 3: Account Specific Activity: Permanent front counter display in Australia’s 2 nd biggest retailer in all 750 stores nationally A cross-category fresh breath solution Objective: Volume growth Drive awareness/ visibility for new Spearmint Variants Supported: 1 x Spearmint (12x25g) 1 x Green Stripe (12x25g) Sales Result: 3,000 LOF equiv outers (1.8 tonnes)

16 Initiative 3: Account Specific Woolworths: Pre-Packed Counter Displays

17 Initiative 3: Account Specific Activity: 1,800 pre-packed displays with NEW header card Sold into 350 of WW’s largest stores nationally Objective: Volume growth Drive awareness/ visibility for new Spearmint Support existing Original Extra Strong & Green Stripe Variants Supported: Spearmint (24x25g) Green Stripe (24x25g) Original Extra Strong (24x25g) Sales Result: 7,200 LOF equiv outers (4.32 tonnes)

18 Initiative 3: Account Specific Independent Grocery: Volume/ Visibility Drive…

19 Initiative 3: Account Specific Activity: Independent Grocery display drive to build stock weight & displays in-store Retailer incentive scheme to reward purchase & display for 8 weeks Objective: Volume growth Drive awareness/ visibility for new Spearmint Support existing Original Extra Strong & Green Stripe Variants Supported: All variants Sales Result: 4,800 LOF equiv outers (2.9 tonnes)

20 New Ranging in Aldi, Priceline & WW Petrol Activity: Seek new Customer ranging opportunities Objective: Volume growth Drive availability & visibility for the Brand Variants Supported: All variants Sales Result: Green Stripe winter job lot in Aldi New ranging for 3 variants in Priceline NEW Spearmint ranged in WW Petrol incrementally Initiative 4: New Ranging

21 Spearmint Launch (National) Advertising Campaign Volume/ Visibility Drive (Independent Grocery) Kiosk Units (Coles) Pre-packed displays (Woolworths) 2014 Major Activities…

22 And the RESULTS… The 2014 Challenge

23 Ex Warehouse Sales – Full Year Forecast 2014 Reverse 2013 decline & deliver +8% growth YOY & +4% vs 2014 budget.

24 NOT The 2014 Challenge


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