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Sales Conference Presentation

Sales Conference Presentation. Jakarta 2014. Stuart Alexander Australia 2014. In 2013 we found our business in Australia disappointingly down vs Prior Year & vs Budget…. -4% vs PY. -8% vs Budget. Source: Cognos, Ex Warehouse Sales, CY12-CY13 LOF equiv outer = 24x25g.

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Sales Conference Presentation

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  1. Sales Conference Presentation Jakarta 2014

  2. Stuart Alexander Australia 2014

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

  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. 2014 - a challenging year ahead

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

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

  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. Initiative 2: 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 2nd 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. Initiative 4: New Ranging 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

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

  22. The 2014 Challenge And the RESULTS…

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

  24. The 2014 Challenge NOT

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