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Sales Conference Presentation Jakarta 2014
Sales Conference Presentation
Jakarta 2014
CY12 Act CY13 Act CY13 Budget 200,000
210,000
220,000
230,000
240,000
218,001
208,503
226,000
Fisherman’s Friend Sales (LOF equiv outers)
Source: Cognos, Ex Warehouse Sales, CY12-CY13 LOF equiv outer = 24x25g
In 2013 we found our business in Australia disappointingly down vs Prior Year & vs Budget…
-4% vs PY
-8% vs Budget
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
2014 - a challenging year ahead
Recover lost 2013 volume & return the brand to growth…
The 2014 Challenge
Launch NPD with broad flavour appeal for Australian market
Advertising - build on Test Market success in 2013
Account specific volume & visibility driving initiatives
New Ranging/Distribution Points
The Solution…
Initiative 1:NPD Launch
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)
Medicated Segment
$50m annually
Candy/Mints Segment
$144m annually
Candy Mints segment is worth 3 times that of Medicated, which is in decline. It’s also less seasonally reliant.
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
Initiative 2:Advertising
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)
Initiative 3:Account Specific
Coles:Permanent Front Counter Display
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)
Initiative 3:Account Specific
Woolworths:Pre-Packed Counter Displays
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)
Initiative 3:Account Specific
Independent Grocery:Volume/ Visibility Drive…
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)
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
Initiative 4:New Ranging
Spearmint Launch(National)
AdvertisingCampaign
Volume/ Visibility Drive
(Independent Grocery)
Kiosk Units(Coles)
Pre-packed displays
(Woolworths)
2014 Major Activities…
And the RESULTS…
The 2014 Challenge
Ex Warehouse Sales – Full Year Forecast 2014
CY12 CY13 CY14 FC06 CY14 Budget195,000
200,000
205,000
210,000
215,000
220,000
225,000
230,000
218,001
208,503
225,554
217,000
Fisherman’s Friend Sales (LOF equiv. outers)
-4% vs CY12
+4% vs. 2014 Budget
+8% vs. CY13
Reverse 2013 decline & deliver +8% growth YOY& +4% vs 2014 budget.
NOT
The 2014 Challenge
