don simon brand plan outline presentation to the j. garcia carrion 15th july 2010

Don Simon Brand Plan outline

Presentation to the J. Garcia Carrion15th July 2010

The running order today

• The purpose of the session• The context we operate in• Don Simon in the UK• Don Simon brand positioning, interpreted for the UK• Outline marketing strategy• Don Simon UK marketing plans• Estimated costs and timings involved• Any questions?• Next steps

The purpose of the session

• RICHARD TO COMPLETE

The context we operate inThe macro environment

• The UK is still emerging from recession, largely fuelled by the previous administration’s commitment to public spending

• The coalition Government has pledged spending cuts across the board which will impact on consumers’ disposable incomes

• Poor fruit harvest, an increase in the cost of raw materials and fuel have led to increased cost of production of juice

• The credit crunch has seen consumers trading out of smoothies and into juices, to the benefit of NFC juice mostly

• In 2008, polarisation was reported in the market as consumers:– Trade up to super-premium for occasions such as weekend breakfasts– Trade down to value for everyday, thus squeezing the mid-market

• The removal of sweet, fizzy drinks from school vending machines has offered an opportunity for pure fruit juices to win over younger consumers for the on-the-go occasion

Source: Mintel Market Intelligence Fruit Juice & Juice Drinks (UK ) November 2008

Times are tough.

Consumers want better value for money.

Juice has felt the effects.

The context we operate inThe juice market trends

• Fruit juices fit perfectly with the trend towards healthy eating• Consumers say they’re willing to pay more for foods that don’t contain artificial

additives• Pure fruit juices are becoming increasingly popular with children• Breakfast remains the key juice occasion but more consumers are eating breakfast on-

the-go so format & portability are key• Packaging trends have favoured a return to using glass versus plastic, due to ease of

recycling and premium cues that glass brings• Key juice consumers (those in AB socio-economic group) are focused on environmental

issues such as recycling and carbon-footprint• Ambient products can deliver a lower carbon footprint than chilled, but consumers still

demand great taste from juice producers• Local produce has more appeal than products from distant shores as consumer

consider issues such as budget, familiarity and environmental impact • The battle for shelf space remains the key issue, particularly in chilled• Retailers preference to switch out of freshly squeezed to NFC has helped accelerate the

growth of NFC as an acceptable alternative to freshly squeezed

Source: Mintel Market Intelligence Fruit Juice & Juice Drinks (UK ) November 2008

Not from concentrate juices have benefited from changes in the market. This offers Don Simon a real opportunity.

The context we operate inThe juice market performance

• Total GB Chilled Juice Sales returning to strength with both Value and Volume up over last 52wks. Now worth £680m / 545k Litres

• Total GB Ambient Juice Sales in decline. Now worth £690m / 860k Litres

• Customers who buy chilled and ambient are buying more chilled year on year. However chilled customers are buying less.

• A small number of chilled customers have converted into ambient customers.

• The market is being driven by Tesco, with a 30%+ share of Value and Volume Sales

• From Concentrate and Smoothies are leading the juice category growth up +15%

• Not From Concentrate is showing Value growth +4%, but slight volume decline down -1%

• Tropicana remain the branded leader in Chilled with sale up +6% YOY.

Chilled juice sales are returning to strength.

Ambient juice sales are in decline.

Tesco remain the biggest juice retailer - 30% + share

The context we operate inOur key competitors’

performance• Insert competitor SWOTs you worked up (or key elements of them)

here• If you have any competitor data this could be useful here too

The context we operate inDon Simon performance

• Don Simon on track to become a £14m brand (2010)

• Don Simon sales were declining in the market, particularly at the beginning of the year. This was mainly due to penetration and trip volume caused by lack of GE activity in ASDA, this has now been addressed.

• Change to 750ml format has partly been a success by increasing on shelf sales, and driving value.

• 1Litre performs very strongly on promotion.

• However, awareness of Don Simon and our values is currently low.

The brand is forecast to deliver £14m retail sales in 2010.

Awareness of Don Simon in the UK market is low.

High profile gondola end activity in place to drive display and volume in store.

The context we operate inWhat all this means for our plan

• In summary– The market we trade in is increasingly competitive– Don Simon faces tough competition from big market players like

Tropicana in Chilled, and Del Monte in Ambient– The Don Simon brand has relatively low awareness and trial in the UK– In order to hit the targets set it is time to relaunch the brand to the UK– This will require a focused distribution, pricing and promotion strategy

I think this is a fair summary of all the previous slides.

Don Simon in the UKHow is the brand seen at

present?• Don Simon has around 40% awareness amongst juice drinkers in the UK• Of those who are aware of the brand, 37% currently buy Don Simon, while 16% say they

have seen the brand whilst abroad• Those who buy Don Simon are most likely to be 25-34 years old, work in skilled manual

jobs and live in London & the South East of England• The main reasons consumers say they choose Don Simon is because of the taste (93%

agree), then due to its competitive price (52%)• Good quality, taste and flavour are cited as the main impressions consumers have of

the brand • When asked what the name ‘Don Simon’ says to them consumers say ‘sounds Spanish’

(12%), ‘sounds foreign’ (6%), whilst 10% say ‘nothing’ & 6% are unsure/don’t know• Summary:

– Awareness and trial relatively low so big opportunity to build on these– Good news is that those who have tried the brand really like the quality & taste– Consumers think competitive pricing is important, but not as much as a great tasting product– Real opportunity to build a credible personality/perception of Don Simon

Source: Express Insight online research, March 2010

40% of UK consumers have heard of Don Simon

Only 37% of those who are aware of Don Simon buy it

People choose Don Simon for its quality and taste

Don Simon in the UKHow do we want it to be seen?

• A good quality juice brand• With authentic Spanish credentials• Always good value, but worth buying off promotion too

Don Simon in the UKWhat are our target consumers

like?• 25 to 34 year old men and women who like to travel, and only really want to spend

money on things they think offer them good value (in the widest sense). • For them, work is something that you do to allow you to do more interesting stuff

elsewhere, ideally travelling and seeing you new places. • They are open to new experiences, and are willing to try out new brands if they think

they have something decent to offer • Most people in this group will already have a family so won’t have the same freedom as

they used to have but they’re still interested in trying out new things and finding out what’s great in other parts of the world, even if that’s 100 miles down the coast, instead of across the oceans.

• They don’t have tonnes of cash to spare and have had to tighten their belts a bit recently.

• They like to be healthy (in as far as they can), and drinking decent fruit juice is part of that healthy lifestyle. It’s an easy way for them to work towards getting their ‘5-a-day’

in an enjoyable way.

Our target are 25-34 year olds who are open to new ideasThey try new things, particular authentic foreign brandsValue is important to them, more than cheapness

Don Simon in the UKWhat makes Don Simon unique?

• It’s an authentic Spanish brand that is the No 1 in a country that knows all about great oranges!

• It’s a family-run business, bursting full of passion, spirit and drive. They’re dedicated to quality and fanatical about ensuring their juice is of the highest possible standard, it is squeezed within 24 hours of being picked.

• They offer ‘not from concentrate’ juice in both the chiller, and alongside other long-life cartons of juice.

• The brand is still a well kept secret in the UK but advocates love it and are keen to spread the word – there’s an alternative to Tropicana – with less pasteurisation, from closer to home, grown, picked and packed by experts who’re fastidious about quality

• …plus it’s a great price (which is an added bonus, not their main reason for choosing it).

Authentic Spanish brand that’s No 1 in its home market

It is owned and run by a passionate, spirited and driven family

Don Simon juice is not from concentrate in the chiller, and on the ambient shelf

Don Simon brand positioningInterpreted for the UK

• The global brand positioning ‘Spanish passion for over 4 generations’ has been interpreted for the UK market, where Don Simon and its stature within the Spanish market is not well known

• Our UK positioning retains the family’s focus on:– Dedication to quality– Passion for the brand– Attention to detail– Tireless search for consumer satisfaction

• The key messages we want to pull out to illustrate this passion are:– Spain’s No 1 juice brand– Only ever 24 hours from trees to squeeze– Never from concentrate (especially for ambient campaign)

• The introduction of this strapline will help emphasis the family-owned nature of the business

– ‘Don Simon - Juice Runs In Our Family’

I think this slide could just be split into a new separate slides, as the contents are pretty important.

Don Simon brand positioning (UK)

What will this do for the brand?• It will

– Give the brand real credibility– Convey the powerful truth behind the brand– Give consumers a real reason to choose the brand– Demonstrate to customers the consumer focus Don Simon has

I think that this slide is ok as is

Don Simon 2011Proposed marketing plan

Don Simon Research requirements

• In preparation for the relaunch of the Don Simon brand in 2011, the following preparatory research to help ensure an effective marketing campaign in 2011

– Diagnostic research to capture existing consumer opinions about Don Simon, and its current packaging to inform packaging redesign

– Quantitative ‘blind taste test’ to test consumers’ perceptions of Don Simon both branded and unbranded

– Qualitative consumer research capturing consumer opinions of up to three different creative routes for new packaging

• A piece of price elasticity modelling research would help present any price increases to customers in a professional and confident manner

– This modelling research would allow Don Simon to test out different price points with consumers without risking losing sales in the real market

Again, this stuff is pretty important. Perhaps it is better to split it over a few slides to make it less text heavy?

Basically:Diagnostic research - will help get a better sense of consumers really think about Don Simon & its packaging

Quantitative blind taste test - helps eliminate the effect of the brand on flavour/quality perceptions

Qualitative consumer research gives in-depth rich feedback on new packaging design routes

Don Simon UK marketing plan - Product

• Following preliminary, diagnostic research, and customer feedback any relevant changes to Don Simon’s product and/or SKU range

Don Simon UK marketing plan - Price

• Long term view, where feasible, to be at least 10-15% less expensive than Tropicana in Chilled Juice or aim for the nearest price point.

• If not, try to achieve a discount against the Category brand leader but always sat above Own Label.

• No need to provide too deep a discount, or consistently price below own label.

• Too low a price can have a negative effect on the Quality cues of the brand.

Don Simon UK marketing plan - Place

• Multiple Grocers– Grow ASDA to a 14m Litre business

• Leverage full portfolio; 1 Litre Gondola End Promotions; Launch of Don Simon Kids

– Grow Sainsburys to a 3m Litre business• Expand portfolio; More promotional activity; Sainsburys Magazine feature

– Grow Tesco to a 3m Litre business• Introduce range of Ambient products; More promotional activity

– Consolidate position in Netto to a 1m Litre business• Continue current supply

• Others– Expand distribution into independent shops and wholesale

Don Simon UK marketing plan - Promotion

Supermarket 6 sheets

Activity• 8 weeks of UK wide activity

(ASDA, Tesco, Sainsburys) - Q1 2011.• 8 weeks of regional activity

(ASDA, Tesco, Sainsburys) - Q2, Q3 & Q4.

Description• 6 sheets at cherry picked sites

communicating key campaign messages.

Benefits• Increasing brand awareness directly with

target audience just before the crucial purchasing decisions are made.

Don Simon Supermarket 6 sheets


Consumer Experiential/Exhibition

Activity• Tactical activity at BBC Good Food Shows (Birmingham, London

& Glasgow) & experiential activity in key target audience catchments.

Description• Interact and engage with target audience with sampling,

promotions and general brand experience at key exhibitions. Experiential activity could be used in harder to reach audiences in specific regions.

Benefits• Creates brand ambassadors amongst early adopters promoting

word of mouth.

Don Simon Experiential activity


Product sampling

Activity• 4 bursts of activity - Q1 2011.• 3 bursts of activity in Q2,Q3 & Q4.

Description• Use engaging staff and visual stimulus to ensure

customers try the product in store, or just outside.• Supported by promotional money off coupons.

Benefits• Direct interaction with customers at the point

of purchase.• Coupons encourage repeat purchase, and provide

data for monitoring and evaluating the activity.


In-aisle theatre and promotion

Activity• 8 weeks of activity in 50 Tesco stores - Q1 2011.

Description• Tactically placed 3D effect floor vinyls in 50 top Tesco stores

to promote the "never from concentrate" message on ambient product lines.

Benefits• These will give the brand stand-out from the clutter and give

the consumer a real reason to choose Don Simon over its competitors.

http://ishared.dunnhumby.co.uk/sites/UK/drm/dRM%20Image%20library/Floor%20Graphics%20images/Floor%20Graphics_McCain%20Home%20Fries_Branding_Clients%20Own%20Creative.JPG

Don Simon In-aisle theatre and promotion


National Press Advertising

Activity• 3 bursts of UK wide activity - Q1 2011.• 3 bursts of regional activity - Q2, Q3, & Q4.

Description• Half page vertical formats in weekly magazines and weekend

supplements would be chosen across titles that reflect the target audience.

Benefits• Tactical opportunities - such as health based editorial.• Premium, glossy, longevity.• Ability to communicate detailed messaging.

Don Simon National press campaign


Supermarket magazines

Activity• 3 bursts of UK Wide Activity in Q1, Q2, Q3 & Q4 2011.

Description• Proportional representation (in line with sales growth

objectives) in supermarket’s own magazines, featuring full page adverts with follow up half page advertorials and coupons.

Benefits• Coupon led adverts encourage trials and drive sales• All three magazines feature in the top ten magazines

circulation in the UK (second half of 2009).– No. 4 - Tesco Magazine; 2,055,391– No. 5 - Asda Magazine; 1,859,697– No. 7 - Sainsbury's Fresh Ideas; 1,499,244

Source: ABC (percentage figure given is the change year on year)


Tactical Glassware promotion

Activity• Across 50 stores (200 glasses per store) - Q1 2011.

Description• Branded glass promotion coincides with the launch.• Buy 3 x 1L chilled cartons from the range and get

a special edition glass. While stocks last!

Benefits• Supports quality brand experience.• Builds customer loyalty.


Don Simon branded trucks

Activity• Don Simon branded trucks.

Description• Fowler Welch trucks which make Don Simon

deliveries branded in the UK

Benefits• Brilliant way to build brand awareness• Effectively a mobile 96-sheet for a

fraction of the cost

Don Simon Don Simon branded trucks


PR/Sponsorship opportunities

Activity• Throughout 2011 in support and addition to all other

marketing communication activities.

Description• Recognise appropriate health, food, travel and family related

features/events/press/TV to sponsor.

Benefits• Aligns the brand with recognised and trusted entities.• Access to targeted captive audiences• Supports key brand messages of health, family

and potentially Spanish heritage.

Don Simon UK marketing planOutline timings and costs

Date/Activity Budget July August April May June July August

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3

Preliminary work

Research (2 x packaging and 1 x blind taste test) £ 45,000.00

Price elasticity research £ 15,000.00

Packaging design development & application £ 15,000.00

Brand guidelines £ 8,000.00

£ 83,000.00

UK website

Design development £ 5,000.00

Build costs (assumes internal web team will build the site) £ 0.00

£ 5,000.00

New packaging launch (UK WIDE)

Product sampling £ 50,000.00

In aisle promotion £ 35,000.00

Supermarket 6 sheets £ 125,000.00

National press advertising (Weeklies & weekend supplements) £ 70,000.00

Supermarket magazines £ 50,000.00

Truck branding x 5 Fowler Welch trucks £ 12,500.00

Tactical glassware promotion (50 stores, 200 per store) £ 30,000.00

PR/Sponsorship of appropriate health/food/travel/family activity £ 6,000.00

TV Channel Sponsorship (Living TV/UKFood) COST TBC £ 50,000.00

£ 428,500.00

2011 Activity burst (1) TACTICAL

Tactical product sampling £ 30,000.00

Tactical press advertising £ 60,000.00

Targeted Supermarket 6 sheets £ 40,000.00

Supermarket magazine advertising/advertorial £ 60,000.00

PR/Sponsorship £ 20,000.00

£ 210,000.00







£ 210,000.00







£ 210,000.00

Promotional events

BBC Good Food Show (London, Birmingham, Glasgow) £ 90,000.00

Experiential/promotional - Don Simon Orange Grove £ 80,000.00

£ 170,000.00

Marketing/communications consultancy

Monthly retainer to cover strategic/creative consultancy £ 85,000.00

£ 85,000.00

GRAND TOTAL £ 1,401,500.00

2010 2011

October November DecemberNovember DecemberSeptember October SeptemberFebruary MarchJanuary

Any questions?

Next steps

don simon brand plan outline presentation to the j. garcia carrion 15th july 2010

Documents

key juice consumers

key juice occasion

benefit of nfc juice

younger consumers

juice producers local

healthy eating consumers

chilled year

chilled customers