Queensland Pre-season Marketing Forum Gayndah 13th February 2014

Transcription

1 Queensland Pre-season Marketing Forum Gayndah 13th February 2014

2 Give me Mandy Mum TV commercial Commenced airing 15/4/13 Aired 182 times Aired during Ch7 Sunrise program

3 Public Relations Campaign 5 media releases over the season 38 stories aired in magazines, newspapers and radio Facebook presence

4 Instore demonstrations Conducted 50 in Brisbane, Sydney and Melbourne Over 5000 samples handed out 5000 recipe booklets handed out Sales conversion rate of 45%

5 Major retailer support Promotional alignment Providing updates to the buyers Alignment with social media

6 Recipe booklets 25,000 produced 20 pages Distributed to wholesalers, retailers and consumers Used during instore demonstrations

7 Results More than 1 out of 2 Australian households purchased Mandarins during the last season, spending $8.50 in approximately 2.1 kgs of the mandarins in the same period. While average value sales increased, volume decreased slightly Mandarins over performs in Family segments proving that the current advertising and promotional campaign works (targeting the correct demographic) Woolworths are doing the best job of early season market share. Coles gain share using discounted price points and increasing its presence within loose and barcoded bag mandarins.

8 However increase in spend per shopping trip is resulting in an overall increase of the amount spent on the commodity during the latest season. What are the key drivers of sales? - Brand Health ALL SHOPPERS SEASON PERIOD Avg Occasions $ per Occasion $ AWOP Source: Nielsen Homescan (Australia) - Issue # MKS472491_ Season: 3/March 15/Jun/2013

9 Non Family Segments Family Segments Target strategy has worked as family segments over performance non family ones. Mandarin Reach (% Penetration) Average Occasions (Frequency) Average Spend ($ AWOP) Total Australia 53.2% 3.3 $8.6 Average Spend Per Occasion 2.6 Start Up Families Child < 6yo $ Small Scale Families Child 6-11yo $ Bustling Families Child $ Young Transitionals < 35yo No Kids $ Independent Singles 35+yo No Kids $ Established Couples 35-59yo No Kids $ Senior Couples 60+yo No Kids $ Season: 3/March 15/Jun/2013 Source: Nielsen Homescan / Issue: # BDS408528_668295

10 Woolworths dominated the Mandarin market during the April/May Imperial promotional period. What is driving grocery sales? (Account Comparison) - Bigger Picture - Value ALL SHOPPERS - T. Mandarin - SHARE OF TRADE ($) Source : ACNielsen Homescan Australia *All Other supermarkets includes; Franklins, Ritchies, SPAR & Independents Nielsen Homescan data until 5 th October 2013

11 An increase in price in the past few quarters seem to have decreased the volume sold in the latest period compared to YA Table Report Nat Woolworths - T. Mandarins T. Fresh Fruit and Vegetables Units of Measure: Units = System Units(000's) Volume = Kilograms(000's) Value = $ (000's) Peak Mandarin season 2012 Peak Mandarin season 2013 SOURCE:Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES ) Season: March -June Source: Nielsen l ScanTrack (Woolworths Information)

12 Crossroads The threat the program will become extinct without contributions from the majority of growers To commit to any type of program for 2014, planning and media bookings need to be made now. We are truly at a crossroads without some serious commitment, the program will cease.

13 What can we do with the funds? Do we need to change the current structure of the program? Do we need to change timings? Does Give me a Mandy Mum need a re-fresh or do we leave it as is (winning formula) Suggestions/discussion?

14 Let s compare the options: Option 1 Current Mandarin Marketing Program $ s spent this year Option 2 Mandarin Marketing Program DOUBLE Option 3 Mandarin Marketing Program TRIPLE Contribution 10c/carton 20c/carton 30c/carton Income $300,000 $600,000 $900,000 TV Advertising (Ch7 national) Radio Public Relations campaign Instore demonstrations Major retailer support and promotional alignment Printing and distribution of recipe booklets TV ad aired 182 times (across 7 weeks) Nil 5 media releases + 50 major media stories 50 demonstrations in grocery stores to 7000 consumers Aligning promotional dates with major retailer activity 25,000 booklets produced and distributed TV ad aired 450 times (across 7 weeks) Radio ad aired 200 times (across 4 weeks) 5 media releases + 50 major media stories 100 demonstrations in grocery stores to consumers Aligning promotional dates with major retailer activity 50,000 booklets produced and distributed TV ad aired 650 times (across 7 weeks) Radio ad aired 400 times (across 4 weeks) 5 media releases major media stories 150 demonstrations in grocery stores to consumers Aligning promotional dates with major retailer activity 75,000 booklets produced and distributed Marketing Manager fees Pre/post season meetings Part time representative administering the program. Same Same