sirene tuna english
Post on 01-Dec-2014
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SIRENA TUNAPRESENTED BY GREG BULL
AGENDA
1. Background
2. Category Overview
3. Sirena Range
4. Brand Challenges
5. Recap and next steps
SIRENA – THE PREMIUM BRAND
• Sirena is an Australian family owned business• Sirena Tuna was launched in the 1950’s
– still owned by the same family that launched the brand
• Premium Italian brand that invests heavily in marketing support to maintain this equity
• ‘Sirena’ means mermaid in Italian– Hence the iconic mermaid which is featured
on packs
CATEGORY OVERVIEW
• Sirena is the no 2 brand in the category• Just under 30M cans of tuna per annum• Sirena growing at higher rate than category
• Premium offer• Sirena has highest % of baseline sales in the category• Strong stable growth with least reliance on price promotions
National Scan MAT To 05/05/13 Units (000's)
Sales (Units - 000's)
Share of Canned
Tuna
Growth Vs YA
Baseline % of Total Sales
Total Canned Tuna 219,343 100% 5.7% 59.6%Total John West Brand 83,328 38.0% 13.2% 39.6%Total Sirena Brand 29,892 13.6% 6.7% 59.5%Total Coles Private Label 27,987 12.8% 5.0% 98.9%Total Greenseas Brand 27,545 12.6% -3.4% 27.2%Total Woolworths Private Label 8,009 3.7% -16.4% 52.8%Total Safcol Brand 2,964 1.4% -1.2% 55.5%
PRODUCT RANKING
• Sirena has top 2 selling skus in the category• Sirena has 5 skus in the top 10 ranking skus
– Total Category has 297 active skus
Sku Ranking: National Scan Qtr to 05/05/13
Rank product in First measure
(Value)Sirena Tuna In Oil 185g 1Sirena Tuna In Oil 95g 2J/West Tuna Tempter Tuna Chilli 95g 3Sirena Tuna Chilli Oil 185g 4J/West Reg Tuna Sp/Wtr 425g 5Sirena Tuna In Oil 425g 6J/West Reg Tuna Olive Oil 95g 7J/West Tuna Tempter Tuna Lemon Cr/Pep 95g 8Sirena Tuna Chilli Oil 95g 9J/West Tuna Tempter Tuna Chnky S/W 95g 10
SIRENA’S RANGE
• 95g range:– Tuna in Oil– Tuna in Oil with Chilli– Tuna in Springwater– La Vita (Lite) – in oil– La Vita (Lite) – with chilli– 9 ‘Value Ad’ flavours
SIRENA’S RANGE
• 185g range:– Tuna in Oil– Tuna in Oil with Chilli– Tuna in Springwater– Tuna with Beans
• 425g range:– Tuna in Oil
• 125g Slices– Tuna in Oil– Tuna in Oil with Chilli
SIRENA’S RANGE
• Tuna and Rice Meals– 190g packs – Ready to eat– Flavors are:
• Puttanesca• Italian Salad• Spicy Tomato• Rustic Bean
SIRENA’S ADVERTISING• Consumer communication
supports Sirena’s premium positioning
Brand advertisingwww.sirena.com.au
CHALLENGES FOR SIRENA• Sustainably sourced product
– Sirena is looking to work with suppliers who can maintain quality supply of traceable pole and line caught fish
• Pressure from retailers to reduce selling price – Retailers are increasingly demanding that brands maintain or
reduce shelf selling price
• Increased demand from consumers for higher quality product– Sirena will work with suppliers who can provide consistently high
quality tuna
RECAP AND NEXT STEPS
• Sirena is an Australian family owned business– Premium Italian brand that invests heavily in marketing support to
maintain this equity
• Sirena’s goal is to be made of 100% sustainably caught fish by 2016
• Sirena is looking to work with suppliers who can maintain quality supply of traceable pole and line caught fish
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