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MANGOES A Case Study In Consumer Marketing

6 Small Seed No Strings Firm Flesh Subtle Flavour Highly Coloured Original Marketing Strategy Increase Penetration ….attract new users Subtle Aroma

Voyage of Discovery “We shall not cease from exploration And the end of all our exploring Will be to arrive where we started And know the place for the first time” T.S.Eliot

Research Method PART 1: Qualitative Purpose Understand current mango purchasing & consumption behaviour Method 9 Focus Groups Bris/Syd/Melb with regular & occasional buyers Conducted Dec 2008 BEHAVIOUR & ATITTUDES PART 2: Quantitative Purpose Determine the incidence of buying & provide a profile of buyers Method Newspoll Omnibus of Adults 18+ across Australia Sample n = 1200 Conducted Jan 2009 INCIDENCE Part 3: Quantitative Online Survey with Mango Buyers Purpose Quantify the insights developed qualitatively Method Online customised survey 15 minutes in length Sample n = 900 QLD/ NSW/ VIC Conducted Feb 2009 VALIDATION

Confidential & Proprietary Copyright © 2010 The Nielsen Company One Harvest – Mango Review 09 Insights into Purchasing Behaviour of Mango HouseHolds Summer 2008/9  Where they purchase  Frequency  AWOP  Av. spend per occasion  Av. HH spend

10 Tropical Visibly Beautiful Bursting with Flavour Velvety Very Special “Yeah. It’s a unique fruit. If you love it, like we all do...it’s something that you put in your mouth and... it sort of conjures up a very good feeling as you eat it.” Exotic Unique King of Fruits Sensual Treat Emotional No Substitute

Market Overview Who’s Buying? 58% or 9.4 M Australian adults bought mangoes in the 08/09 season 42% or 6.7M Australian adults did not buy mangoes

Key Insight Mangoes have High Penetration opportunity lies in driving FREQUENCY & AWOP

Opportunity Drive Purchase Frequency Convert fortnightly purchasers to weekly = 17 million $3 = $51 M Convert occasional purchasers to fortnightly = 16 million $3 = $48M $100 M Prize

Opportunity Drive Average Weight of Purchase Mango consumers have a number of ‘Eating Occasions’ to satisfy and providing a ‘Deeper Offer’ will drive AWOP use Sizes and Price Points to differentiate eating occasions $100 M Prize

Market Overview Where are they buying? Q3 Please select all the places that you usually purchase mangoes from. Select all that apply. (n=904)

Market Overview When do they decide to buy? Total Buyers IMPULSE is KING  2 in 3 mango buyers claim to decide to buy mangoes at POP  A further 23% claim to sometimes decide before & sometimes at POP  ONLY 14% plan to buy mangoes

“I’m a weekly shopper with the groceries & stuff, but I just noticed I never ever put mangoes on my “to buy” list. But it always seems to capture my attention whenever I’m in the fruit & vegie aisle, and if they look good, I can’t resist but to take four or five of them home.”

Mango sales are heavily dependent on IMPULSE PURCHASE with a higher incidence in Supermarket ONLY Shoppers 73% and Occasional Buyers 72% Key Insight

Market Overview What influences their purchase?  The biggest influencer on Mango purchasing is QUALITY. A huge 88% claim it has a MAJOR INFLUENCE  Price of mangoes is second BUT is intrinsically linked to quality i.e. VALUE  91% claim having a display full of fresh mangoes impacts purchase

Market Overview What prevents them from purchasing? QUALITY MATTERS  Whilst price is important it is linked to the true ‘VALUE’ of the mangoes on offer  Reflecting the quality driver 76% claim finding it difficult to ‘pick’ a good mango as a barrier to purchase  and 69% of mango buyers are inhibited by poor in store displays  Only 13% of buyers claim lack of awareness as an influencer

21 Firm Orange Flesh Sweet Visibly Beautiful Small Seed No Strings Firm Flesh Juicy King of Fruits Mango Aroma Unique Mango Flavour

QUALITY MARKET Target the Primary Market i.e. 58% of the adult population who are currently buying mangoes. Non users are a Secondary Market & the potential size & cost of access needs future investigation. Align the Calypso experience with consumer expectations of a good / great mango - targeting a consistent 8 out of 10, across all purchasing & eating criteria, within 3 years. IMPULSE Capitalise on the impulse purchase behaviour by strengthening our in store presence with large luscious displays of good quality fruit in prominent positions & multiple locations. FREQUENCY Increase purchase frequency by broadening customer base. Consumers purchased mangoes on an average of 2.6 occasions during the 08/09 season. Target a base increase of 35% taking average purchase occasion to /10 season. TARGET ACHIEVED SOURCE: Neilsen Australia Scan Track 2009 (357726) Introduce a “deeper offer” and “multi buys” to drive AWOP. Increase the average weight of purchase by 25% from 1.2 pieces per occasion to 1.5 pieces. TARGET EXCEEDED SOURCE: Neilsen Australia Scan Track 2009 (357726) Marketing Objectives AWOP

MANGO MEMORIES DVD

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