Marketing to a new Generation

1. Marketing to a new Generation David Chenu General Manager Marketing

5. Empowered by technology & high discretionary expenditure I wont be told, am so connected I make up my own mind. We live a fluid, ‘on the go’ lifestyle I am brand savvy, but hardly brand loyal. This on ‘on the go’ lifestyle requires energy that comes with me It is emotional gratification and a projection of who I am and how I am feeling. I am confident in my own choices, yet social perception runs parallel My snack of choice is more than just feeding a hunger The new generation: NOMADS

6. A Marketing dilemna • This new generation want everything and they want it now • How does this affect my marketing tools

10. Understanding the link between energy & bananas The insight: Australian Bananas are the energy of happiness

11. THE CHALLENGE: • How do you make natural and healthy cool ? • How do I make it relevant and real ? • How can I really engage these people ? • Why would they pick a banana over other snacks ?

12. Communications Strategy

13. GOING FORWARD: Shifting focus from the provider to the new generation – the user. SINKS/DINKS 18-39. Primary audience MUMS WITH KIDS AT HOME. Secondary audiences EMPTY NESTERS 40+

14. Bananas Active Participation Positive Energy Personal Accomplishment the big opportunity • Opportunity for Bananas to relevantly position itself within the positive energy space of the Quick Fix territory

15. New generation ‘Energized’ territory Dancing

17. How do we associate with dancing? It’s the only trusted, established, PEOPLES dance property happy natural energy Provides the perfect platform to draw comparison between the natural and the synthetic

18. the timeline… Sampling / on ground activity SYTYCD You Tube Filming of content for website On Mobile In Program On Website Sampling / on ground activity PR

19. Launch Television

21. Digital Media

22. Oh….And what is it about social media ? • A platform for conversation – on line. • And everyone is doing it. • Blogs • Widgets • RSS feeds • Pod casts • Message boards • Video sharing • Social networking

23. Over 250 million users • That’s makes it the 4th largest country in the world

24. Social network platforms Number of years to reach 50 million users • Radio 38 years • TV 13 years • Internet 4 years Added over 100 million users in 9 months

25. Key environments that tap into our audiences interests Time and day target to extend budget

26. Evaluating Year 1 campaignRatings so far in context… Episode 1 Episode 2 Episode 3 Episode 4

27. Evaluating Year 1 campaignIntegration examples

29. Evaluating Year 1 campaignDigital highlights – leveraging energised content Moshtix integrated festival sponsorship has delivered high CTR’s most notably the side skins at 1.27% (industry average 0.06%) Sound Alliance leaderboard across inthemix & Faster Louder has delivered the highest interaction rate of 24.25% of the campaign. (industry average 8.6%)

30. Evaluating Year 1 campaignResults so far… • We’ve seen some positive uplifts against our key business metrics over June – December 2009. • Primary target of SINKs/DINKs, AWOP is up from $28.50 to $31.60 • Total pop. AWOP is up from $30.80 to $34.60

31. Evaluating Year 1 campaignBrand story indicators Data is based on Nov / Dec. Would expect similar increases across the board with the SYTYCD activity

32. Evaluating Year 1 campaignRetail scan data Sales values for Bananas is up 13% (MAT 25/1/09 vs MAT to 24/1/10) Source: Aztec Q1 2010

33. Thank you for listening