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Jamie Dunning Impulse Sales Director Cadbury UK. A Sustainable Future. SOCIAL. Equitable. Bearable. Sustainable. ENVIRONMENT. ECONOMIC. Viable. … a business that “meets the needs of the present world without compromising the ability of the future generations to meet their own needs.”.

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Jamie Dunning Impulse Sales Director Cadbury UK

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Jamie dunning impulse sales director cadbury uk

Jamie DunningImpulse Sales Director

Cadbury UK


A sustainable future

A Sustainable Future

SOCIAL

Equitable

Bearable

Sustainable

ENVIRONMENT

ECONOMIC

Viable

… a business that “meets the needs of the present world without compromising

the ability of the future generations to meet their own needs.”

Sources:Brundtland Commission of the United NationsJohan Dreo


A sustainable future in the catering industry

A Sustainable Future in the Catering Industry?

SOCIAL

Equitable

Bearable

Sustainable

ENVIRONMENT

ECONOMIC

Viable

… a business that “meets the needs of the present world without compromising

the ability of the future generations to meet their own needs.”

Catering consumers’ needs are not being fully satisfied…today

Sources:Brundtland Commission of the United NationsJohan Dreo


Wholesalers have a big influence on the caterers offer

Wholesalers have a big influenceon the Caterers offer

  • Caterers, not Retailers

  • Operational mindset

  • Obsessed with % margin

Sources:Brundtland Commission of the United Nations

Johan Dreo


Traditionally competition very much rooted in price and service

Traditionally competition very much rootedin price and service

Important Factors to Caterers when choosing C&Cs

HIM! data that shows primary consideration is about VFM and price

Source: Him 2010 Caterer Average – Cash& Carry


Competition focused on core staples

Competition focused on core staples


The consumer is now getting a much better offer

The Consumer is now getting a much better offer

  • Better Range

  • Retail Execution

  • Category Management

  • Consumer-focused Marketing


Consequently caterers are now looking for more support

Consequently caterers are now lookingfor more support

Source: Him 2010 Caterer Average – Cash& Carry


On the go food snacking consumption more prevalent in consumers lives

On-the-go food/snacking consumption - more prevalent in consumers’ lives.

-1

+5

Value Growth of Confectionery in FS vs. Food Service in 2009

Food Service

Confectionery

On Average People Consume 3 Snacks Across the Day

£5.5bn

£5bn

SNACKING MARKET

10% growth in two years

Source:Cadbury Research 4,500 respondents 15+ yrsMaude Roxby Associated 2009 report


Many consumers are a captive audience

Many consumers are a captive audience

80% of workers eat lunch at desk or canteen

61 million people pass through Euston Station Annually

Source:Cadbury & Simpson Carpenter Workplace Research 2010Network Rail Predictions for 2010


We know where confectionery is stocked it is impulsive

We know where confectionery is stockedit is impulsive

13% of shoppers in c-storesbuy something on impulse

3 ½ times more likely to be confectionery than any other category

15% Intend to buy

19% actually buy

Source : him! Convenience Tracking Programme 2010


Low category penetration of caterers

Low Category penetration of Caterers

18% of ALL caterers

bought confectionery

Source : him! cash and carry caterer 2010


Long standing reasons

Long-standing Reasons

Detracts from other purchases

Too expensive

Doesn’t fit into my business

Barriers to StockingConfectionery

I make more out of my muffins

Lower % Margin

Unprofitable


Change of mindset

Change of mindset

Brands create more incremental transactions

More incremental transactions = More incremental cash

in cre·men tal(Latin: incr mentum : to increase) Def: Something added or gained


A reluctance to fully embrace the opportunity especially of branded sweet snacking

A reluctance to fully embrace the opportunity especially of branded sweet snacking

Source: Cadbury research 500 Retailers & Caterers 2010


Case study 1 lack of category focus

Case Study 1: Lack of Category focus

Q1

Q2

Q3

Q4

Q5

Q6

Key Contributing Factors:

  • Omitting Brands

  • GP Driven

  • No influence at site

  • Ignore the Shopper

  • Short term decision making

  • Lack of category knowledge

Category Performance

Base

Category Sales Growth

Time

Source: Customer Category Data 2008-2010


Case study 2 retail behaviours category focus

Case Study 2: Retail behaviours & category focus

Q1

Q2

Q3

Q4

Key Contributing Factors:

  • Power Brands

  • Display

  • Innovation

  • Range

  • Compliance

Category Performance

Base

Category Sales Growth

Time

Source: Customer Category Data 2008-2010


Brands need not be cannibalistic

Brands need not be cannibalistic

Confectionerydrives incremental purchase

McD - Power of Brands

Greggs & Cadbury Co-Branding

Av. Number of items increases when chocolate is purchased;

+23%

McFlurry £60million brand

Branded endorsement can create consumer permissibility for so many moresweet snacking transactions which will drive incremental cash.

Source: Cadbury & Simpson Carpenter Workplace Research 2010


What is cadbury doing about the opportunity

What is Cadbury doing about the opportunity?

  • Category Management

  • Consumer Understanding in the Catering Environment

  • Innovation with the Caterer in Mind- Brands- Format- Price Points

  • In the future?


A sustainable future1

A Sustainable Future

  • Think Consumer

  • Think Retail

  • Winners in core staple categories alone is not sustainable

  • Expandable, incremental consumption is untapped

“Courage is letting go of the familiar” (Raymond Lindquist)


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