Marketing Trends - Food South Australia
Marketing Trends - Food South Australia
Marketing Trends - Food South Australia
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<strong>Marketing</strong> <strong>Trends</strong>Phil SimsChief Executive Officer
Commenced 1908 – 4 th Generation Family BusinessRobern – Fruit – Dried, Glace, Canned, DehydratedMenz – Confectionery & Biscuits since 1850 acquired in 1992Top100 SA Business – ‘In Business’ Magazine.
Confectionery Market....<strong>Australia</strong>n Market – $4.5 billion (Grocery) + ImpulseChocolate/Candy bags growing at 4%Dominated by Nestle, Kraft (Cadbury) Mars (Wrigleys)Housebrands (83%)
Menz FruChocs Re-launch ....First produced in 1948Historically overhauled every 7 yearsMarket Research – low appeal younger demo‘Ownership’ – Burnt Orange Colour
Brand Objectives ....Reinvigorate interest in the BrandAppeal to a younger demo without alienating core marketInnovative new line extensions to expand sales baseCreate 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 strengthsMaximise reach & frequency of communicationPromote ‘local’ and ‘community’ as key competitive advantagesBuild network of fans – Personal/Celebrity endorsement/engagementHave fun with the brand (indulgent treat)
Cross Promotions / Partnerships include:Golden North ~ Menz FruChocs IceCream- Distribution gains- Revenue StreamPartnerships ....Little Heroes Foundation ~ Jelly Confectionery- Revenue Stream- Community Support/Localisation
Cross Promotions / Partnerships include:Kytons Bakery ~ FruChoc Hot Cross Bun- Brand ExposurePartnerships cont’....
Sunrise – Hot Cross Bun
Partnerships cont’....Channel 9 Telethon, Wallis Cinemas ~ Take 9 Card- Revenue Stream- Strengthens Cinema Relationship
Partnerships cont’....Prostate Cancer Foundation - Channel 9 – Triple M- 4 way Partnership- Celebrity endorsement- PCFA – Awareness ‘Men to get tested’ – RevenueStream- Channel 9/Triple M – Cross Promotion- Menz – Sales of ‘Blue Bags of Balls’
Partnerships cont’....Others include- Adam Internet- Novita Children's Services- AFL/Adelaide Crows/Port Power – Licensed Product
Facebook24,000 Fans – 80% SA Based – 20% ExpatsSocial Media ....
FacebookSocial Media cont’....
TwitterSocial Media cont’....- 1500 followers- Engage high profile personalities – Rove, Sia Furler- Remain relevant – trending topics- Market research and communication@adamhillscomedy: Good news: Fruchocs are available outside of <strong>South</strong><strong>Australia</strong>. Weird news: they are called Menz Choc Apricot Balls. Funnynews: Menz Balls. 68,600 followers@Hot30Countdown: @MelGreigHot30 swears that FruChocs are the best@Hot30Countdown: @MelGreigHot30 swears that FruChocs are the bestthing ever invented. What's your best thing ever invented?http://t.co/VqnnsDA4 .48,700 followers
Celebrity Endorsement ....Dick Smith – FruChocs Hot Cross BunEddie McGuireFitzy & Shaun Micallef
Print ....
Outdoor ....
Mr FruChocSponsorship/Promo Sampling ....World Tennis ChallengeDubai – Crows v CollingwoodZac Efron – Hollywood Premier‘The Lucky One’SAFM’s GIANT FruChocs Ball
PR ....Content driven – “the hook”- FruChocs Sign a National Distribution Deal with Coles- Nut Free Facility- Trend Alert Lolly Bars- Celebrate being <strong>South</strong> Aussie on <strong>Australia</strong> Day- Mini FruChocs Launch- 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 BallGIANT FruChocs Single& Fabulous Ball
Results ....SA PR Institute recognition – GIANT FruChocs one of the mostsuccessful product launches of that yearExpanded distribution, new products, new marketsSales 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 strengthsMaximise reach & frequency of communicationPromote ‘local’ and ‘community’ as key competitive advantagesBuild network of fans – Personal/Celebrity endorsement/engagementHave fun with the brand (indulgent treat)
<strong>Marketing</strong> Integration ....Adelaide Hollywood Premiere ‘The Lucky One’- PR- Sponsorship- Media Partners- Sampling- Social Media
Thank you
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