phil sims robern menz marketing...
TRANSCRIPT
Marketing Trends
Phil SimsChief Executive Officer
Commenced 1908 – 4th Generation Family Business
Robern – Fruit – Dried, Glace, Canned, Dehydrated
Menz – Confectionery & Biscuits since 1850 acquired in 1992Menz – Confectionery & Biscuits since 1850 acquired in 1992
Top100 SA Business – ‘In Business’ Magazine.
Australian Market – $4.5 billion (Grocery) + Impulse
Confectionery Market....
Australian Market – $4.5 billion (Grocery) + Impulse
Chocolate/Candy bags growing at 4%
Dominated by Nestle, Kraft (Cadbury) Mars (Wrigleys)
Housebrands (83%)
First produced in 1948
Historically overhauled every 7 years
Menz FruChocs Re-launch ....
Historically overhauled every 7 years
Market Research – low appeal younger demo
‘Ownership’ – Burnt Orange Colour
Reinvigorate interest in the Brand
Appeal to a younger demo without alienating core market
Innovative new line extensions to expand sales base
Brand Objectives ....
Innovative new line extensions to expand sales base
Create interest through use of a Hero product ‘GIANT FruChocs’
Strategic Direction ....
Bring the brand front of mind with consumers (everyday speak)
Develop strategic partnerships to leverage each others strengthsDevelop strategic partnerships to leverage each others strengths
Maximise reach & frequency of communication
Promote ‘local’ and ‘community’ as key competitive advantages
Build network of fans – Personal/Celebrity endorsement/engagement
Have fun with the brand (indulgent treat)Have fun with the brand (indulgent treat)
Partnerships ....
Cross Promotions / Partnerships include:
Golden North ~ Menz FruChocs IceCream
- Distribution gains- Revenue Stream
Little Heroes Foundation ~ Jelly Confectionery- Revenue Stream- Community Support/Localisation- Community Support/Localisation
Partnerships cont’....
Cross Promotions / Partnerships include:
Kytons Bakery ~ FruChoc Hot Cross Bun
- Brand Exposure
Sunrise – Hot Cross Bun
Partnerships cont’....
Channel 9 Telethon, Wallis Cinemas ~ Take 9 Card
- Revenue Stream- Revenue Stream
- Strengthens Cinema Relationship
Partnerships cont’....
Prostate Cancer Foundation - Channel 9 – Triple M
- 4 way Partnership- Celebrity endorsement- Celebrity endorsement- PCFA – Awareness ‘Men to get tested’ – Revenue
Stream- Channel 9/Triple M – Cross Promotion- Menz – Sales of ‘Blue Bags of Balls’
Partnerships cont’....
Others include
- Adam Internet- Adam Internet
- Novita Children's Services
- AFL/Adelaide Crows/Port Power – Licensed Product
Social Media ....
24,000 Fans – 80% SA Based – 20% Expats
Social Media cont’....
Social Media cont’....
- 1500 followers- Engage high profile personalities – Rove, Sia Furler- Engage high profile personalities – Rove, Sia Furler- Remain relevant – trending topics- Market research and communication
@adamhillscomedy: Good news: Fruchocs are available outside of South Australia. Weird news: they are called Menz Choc Apricot Balls. Funny news: Menz Balls. 68,600 followers
@Hot30Countdown: @MelGreigHot30 swears that FruChocs are the best @Hot30Countdown: @MelGreigHot30 swears that FruChocs are the best thing ever invented. What's your best thing ever invented? http://t.co/VqnnsDA4 .48,700 followers
Celebrity Endorsement ....
Dick Smith – FruChocs Hot Cross BunDick Smith – FruChocs Hot Cross Bun
Eddie McGuire
Fitzy & Shaun MicallefFitzy & Shaun Micallef
Print ....
Outdoor ....
Sponsorship/Promo Sampling ....Mr FruChoc
World Tennis Challenge Dubai – Crows v Collingwood
Zac Efron – Hollywood Premier ‘The Lucky One’
SAFM’s GIANT FruChocs Ball
PR ....
Content driven – “the hook”
- FruChocs Sign a National Distribution Deal with Coles- FruChocs Sign a National Distribution Deal with Coles
- Nut Free Facility
- Trend Alert Lolly Bars
- Celebrate being South Aussie on Australia Day
- Mini FruChocs Launch
- Robern Menz Mothers Day 2012- Robern Menz Mothers Day 2012
- Bikko’s Bakeoff
- Mr FruChocs Day Out
- Understanding Consumers Award
- Prostate Cancer – Blue Balls
Events/Campaigns ....- GIANT FruChocs Ball – SAFM 2010
- GIANT FruChocs – Single & Fabulous Ball – SAFM – 2011
- FruChoc Facebucks Nova – 2012
- FruChocs Appreciation Society – 2012 (STAY TUNNED ☺)
GIANT FruChocs Ball
GIANT FruChocs Single & Fabulous Ball
SA PR Institute recognition – GIANT FruChocs one of the most successful product launches of that year
Expanded distribution, new products, new markets
Results ....
Expanded distribution, new products, new markets
Sales vs prior year up 33% on saturated base
Strategic Direction ....
Bring the brand front of mind with consumers (everyday speak)
Develop strategic partnerships to leverage each others strengthsDevelop strategic partnerships to leverage each others strengths
Maximise reach & frequency of communication
Promote ‘local’ and ‘community’ as key competitive advantages
Build network of fans – Personal/Celebrity endorsement/engagement
Have fun with the brand (indulgent treat)Have fun with the brand (indulgent treat)
Marketing Integration ....
Adelaide Hollywood Premiere ‘The Lucky One’
- PR- PR
- Sponsorship
- Media Partners
- Sampling
- Social Media
Thank you
