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Nestea Acquisition
Andres Elizundia, Casey Hurley,
Joel Samen, Meg Meyer, Mikhail Gurevich,
Sandesh Shrestha, Stella Lai
December 15th, 2010
The Mighty Geese Division (Team 6)
Diversified Products, Corp.
Acquisition Target
1. Industry & Competition
2. Acquisition Target: Nestea
3. Recommendations 4. Financial Analysis
RTD Tea Industry
Industry Issues Strategies OB Financials
A Growing Industry1
20092,583M
RTD Tea
Bagged/loose Tea
Tea Mixes
2014 (F)3,724 M
67.8%
23.4%
8.8%
(Food, drug, mass retailers excluding Wal-Mart)
FDMx Sales and Forecast by Segment 1
11.6%
29.2%
59.2%
2
0
20000000
40000000
60000000
80000000
100000000
120000000
140000000
Sale
s in
US
D $
MMMonthly RTD Tea
Sales 2 Summer
Winter
Average Difference
50%
Timeline, from Jun-05 to Jun-10
A Dynamic Industry
Who?
45% of US population3
RTD Tea Consumers3
Why?
Taste , refreshment , health, and with meals4
When?
SummertimeBarbecues5
What?
Less sugarFamily-size packaging7
Where?
Supermarkets Convenience stores 6
U.S. RTD Tea Sales Market Shares8 (Sales Dollars)
Other
33.7%21.9%
13.4%
26.5%4.5%
Others
4
A Market Dominated by Few
$0.75
Quality
5
Competition Segments: Quality, Variety, Low Price
Snapp
le
Nes
tea
Lipto
n
Arizon
a
Red D
iam
ond
Turke
y H
ill
Privat
e Lab
el$0.00
$0.20
$0.40
$0.60
$0.80
Price per Equivalent Unit 9
$0.48
Variety
$0.43
$0.37
Low Price
$0.47
?
Problem Diagnoses
Industry Issues Strategies OB Financials
52 weeks ending Jan. 2009
52 weeks ending Jan. 2010
0
40
80
120
-10.1%
-1.8%
23.5%
Why Would Coca-Cola Want to Sell Nestea?
Nestea’s declining sales
Other products sales are increasing
Coca-Cola will have:
1) Positive growth numbers
2) Single-minded focus on premium segments
2009 – 2010 Sales Per Company10
6
Sale
s in
US
D $
MM
Lack of a Clear Target Market and Focus7
2004“Cool to the Core”
campaign
2006Rebranding for a more
“Natural” feel
New Target: 18-34 years8
Large portion of U.S. population
Closely aligned with Teens
Opportunity: Repositioning Nestea
15-17 18-24 25-34 35-44 45-54 55-64 65+ 0
5,000,000
10,000,000
15,000,000
20,000,000
Potential Market Demand for RTD Tea
Pop
ula
tion
Age Groups
Sales & Marketing Strategies
Industry Issues Strategies OB Financials
Nestea Revitalization Plan9
Rebranding
New FormulaMessaging
1
2
3
4
5
Promotion, Placement, and
Distribution qualitea. realitea. nestea
More Packaging Options
Nestea Revitalization Plan
Rebranding
1
2
3
4
5
qualitea. realitea. nestea
Nestea’s New Look10
Nestea Revitalization Plan
Rebranding
New Formula
1
2
3
4
5
qualitea. realitea. nestea
Improving Taste & Variety11
Reformulation12
Reduce high fructose corn syrup by 25% Add more real tea flavoring
New Flavors13
Regular (including diet) Lemon (including diet) Half-Half (iced tea/lemonade mixture) Green Tea Raspberry Peach Sweet Tea Unsweetened
Nestea Revitalization Plan
Rebranding
New Formula
1
2
3
4
5
qualitea. realitea. nestea
More Packaging Options
Year 1
Changes Taking Shape12
Year 2
14
Pricing Strategy13
MSRP: $0.90
MSRP: $1.60
MSRP: $4.55
MSRP: $6.25
Our Profit Margin 64%
Retail Margins 24%
Distributor Margins 25%
Bottler Margins 40%
Nestea Revitalization Plan
Rebranding
New FormulaMessaging
1
2
3
4
5
qualitea. realitea. nestea
More Packaging Options
qualitea. realitea. nestea.15
qualitea Additional flavors
realitea Reformulation
partea Fun summer drink
originalitea
New can and bottle design
Advertisement Taglines
16
Advertising Mix
Cost: $900,00015, 16, 17
Estimated Audience: 19,090,000
17
Advertising Mix
Nestea Revitalization Plan
Rebranding
New FormulaMessaging
1
2
3
4
5
Promotion, Placement, and
Distribution qualitea. realitea. nestea
More Packaging Options
18
0 5 10 15 20 25 30 35 40 45 500
2000000
4000000
6000000
8000000
10000000
12000000
% Units Promoted18
Sale
s M
illi
ons1
8
OK, let’s promote!
Where is Nestea?19
Our plan:
Divesture from Coke-Nestea
Better promotion strategy
Less sales force turnover
Organizational Considerations
Industry Issues Strategies OB Financials
Mission, Vision, and Values20
Our Mission:To provide our customers with the best possible selection of high quality
and refreshing iced teas in a variety of flavors and sizes.
Our Vision19:
People Partners
Planet Portfolio
Performance
Our Values:Loyaltea Qualitea
ProductiviteaAccountabilitea Diversitea
Implementing Nestea’s Revitalization21
We Will Build Upon: Strong brand name Distribution Connections Coca-Cola and BPW Employees20
We Will Hire: Current Coca-Cola employees Coca-Cola and BPW Management New employees who believe in Mission, Vision, and Values
Vikram, Growth Management
Tania, IT General Management
Alex,Strategy and Business Development
Norms and Culture: Industry Vs. Us22
Bottled Beverage Industry21
High turnover Inconsistent Relationships New “hot” product
Market Share Non-Carbonated RTD
Beverages 22
We Will Prioritize Low turnover rate, establishing
relationships• Employees with long-term goals• Continuing education• Performance reviews• Empowerment• Rotation program• Communication
Supporting the Greater CommuniTEA23
.
CommuniTEA Barbecues:
20 cities
Essays about community revitalization
Alignment with new brand image
Water Conservation:
Supporting bottling partners
85% have high water treatment
standards24
10% of income to World Water
Council23
Financial Projections
Industry Issues Strategies OB Financials
Base Year Financial
StatementsBudget Model Forward Budget
Pro Forma Financial
Statements
Valuation
Financial Framework
Learn the structure
Validate through secondary model
Project financial impact of
management decisions
Based on management
decisions
24
Does the financial story support management decisions?
Process
Capital Budget: The Takeover
DecisionsFinancial
Statements
• Marketing• Product
development• Operations
ROE: 33%
Cans Bottles Total
-20.00%
-10.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Contribution MarginOperating Margin
Can Bottle Gallon Partea cooler
Total0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Contribution MarginOperating Margin
Base (09) 2010 2011 2012 2013 2014$0
$10
$20
$30
$40
$50
$60
RevenueNet Income
62%
190%
Base Year (2009)2014
25
Valuation
New Management NPV: $201.9 MM
Accounting For Uncertainty• Margin of error $58.7 MM• Range $143-260 MM
Sensitivity Analysis• Industry growth• New product sales• Risk
26
27
Conclusion
Value Under Old Management$35 Million
Value Under New
Management$200 Million
Opening Offer$100 Million
Negotiation95% Certainty of
Profits
One Standard Error Under
NPV$140 Million
28
Conclusion
The ProductThe
CompanyThe Market
Reformulation
New Flavors
Focus
Devotion
Distribution
Advertising
Rebranding PromotionCommunicati
on
Questions ?