Jamie Dunning
Download
1 / 20

Jamie Dunning Impulse Sales Director Cadbury UK - PowerPoint PPT Presentation


  • 124 Views
  • Uploaded on

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.”.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Jamie Dunning Impulse Sales Director Cadbury UK' - dong


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

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 Nations Johan 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 Nations Johan 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



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+ yrs Maude Roxby Associated 2009 report


Many consumers are a captive audience
Many consumers are a captive audience consumers’ lives.

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 stocked consumers’ lives.it 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 consumers’ lives.

18% of ALL caterers

bought confectionery

Source : him! cash and carry caterer 2010


Long standing reasons
Long-standing Reasons consumers’ lives.

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 consumers’ lives.

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 consumers’ lives.branded sweet snacking

Source: Cadbury research 500 Retailers & Caterers 2010


Case study 1 lack of category focus
Case Study 1: Lack of Category focus consumers’ lives.

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 consumers’ lives.

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 consumers’ lives.

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? consumers’ lives.

  • 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 consumers’ lives.

  • 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)


ad