Don Simon
Brand Plan outline
Presentation to the J. Garcia Carrion
15th July 2010
The running order today
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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 in
The macro environment
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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
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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
The context we operate in
The juice market trends
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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 onthe-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
The context we operate in
The juice market performance
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Total GB Chilled Juice Sales returning to strength with both Value and Volume up over last 52wks.
Now worth £680m / 545k Litres
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Total GB Ambient Juice Sales in decline. Now worth £690m / 860k Litres
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Customers who buy chilled and ambient are buying more chilled year on year. However chilled
customers are buying less.
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A small number of chilled customers have converted into ambient customers.
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The market is being driven by Tesco, with a 30%+ share of Value and Volume Sales
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From Concentrate and Smoothies are leading the juice category growth up +15%
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Not From Concentrate is showing Value growth +4%, but slight volume decline down -1%
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Tropicana remain the branded leader in Chilled with sale up +6% YOY.
The context we operate in
Our 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 in
Don Simon performance
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Don Simon on track to become a £14m brand (2010)
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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.
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Change to 750ml format has partly been a success by increasing on shelf
sales, and driving value.
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1Litre performs very strongly on promotion.
• However, awareness of Don Simon and our values is currently low.
The context we operate in
What 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
Don Simon in the UK
How is the brand seen at present?
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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:
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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
Don Simon in the UK
How 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 UK
What are our target consumers like?
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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.
Don Simon in the UK
What makes Don Simon unique?
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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).
Don Simon brand positioning
Interpreted for the UK
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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:
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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)
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The introduction of this strapline will help emphasis the family-owned nature
of the business
– ‘Don Simon - Juice Runs In Our Family’
Don Simon brand positioning (UK)
What will this do for the brand?
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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
Don Simon 2011
Proposed marketing plan
Don Simon
Research requirements
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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
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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
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
Don Simon
Supermarket 6 sheets
Don Simon
Supermarket 6 sheets
Don Simon
Supermarket 6 sheets
Don Simon
UK marketing plan - Promotion
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
Don Simon
UK marketing plan - Promotion
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.
Don Simon
UK marketing plan - Promotion
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.
Don Simon
In-aisle theatre and promotion
Don Simon
UK marketing plan - 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
Don Simon
UK marketing plan - Promotion
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)
Don Simon
UK marketing plan - Promotion
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
UK marketing plan - Promotion
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
Don Simon
UK marketing plan - Promotion
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 plan
Outline timings and costs
2010
Date/Activity
Budget
July
1
Preliminary work
Research (2 x packaging and 1 x blind taste test)
Ј 45,000.00
Price elasticity research
Ј 15,000.00
Packaging design development & application
Ј 15,000.00
Brand guidelines
Ј 8,000.00
Ј 83,000.00
UK website
Design development
Ј 5,000.00
Build costs (assumes internal web team will build the site)
Ј 0.00
Ј 5,000.00
New packaging launch (UK WIDE)
Product sampling
Ј 50,000.00
In aisle promotion
Ј 35,000.00
Supermarket 6 sheets
Ј 125,000.00
National press advertising (Weeklies & weekend supplements)
Ј 70,000.00
Supermarket magazines
Ј 50,000.00
Truck branding x 5 Fowler Welch trucks
Ј 12,500.00
Tactical glassware promotion (50 stores, 200 per store)
Ј 30,000.00
PR/Sponsorship of appropriate health/food/travel/family activity
Ј 6,000.00
TV Channel Sponsorship (Living TV/UKFood) COST TBC
Ј 50,000.00
Ј 428,500.00
2011 Activity burst (1) TACTICAL
Tactical product sampling
Ј 30,000.00
Tactical press advertising
Ј 60,000.00
Targeted Supermarket 6 sheets
Ј 40,000.00
Supermarket magazine advertising/advertorial
Ј 60,000.00
PR/Sponsorship
Ј 20,000.00
Ј 210,000.00
2011 Activity burst (2) TACTICAL
Tactical product sampling
Ј 30,000.00
Tactical press advertising
Ј 60,000.00
Targeted Supermarket 6 sheets
Ј 40,000.00
Supermarket magazine advertising/advertorial
Ј 60,000.00
PR/Sponsorship
Ј 20,000.00
Ј 210,000.00
2011 Activity burst (3) TACTICAL
Tactical product sampling
Ј 30,000.00
Tactical press advertising
Ј 60,000.00
Targeted Supermarket 6 sheets
Ј 40,000.00
Supermarket magazine advertising/advertorial
Ј 60,000.00
PR/Sponsorship
Ј 20,000.00
Ј 210,000.00
Promotional events
BBC Good Food Show (London, Birmingham, Glasgow)
Ј 90,000.00
Experiential/promotional - Don Simon Orange Grove
Ј 80,000.00
Ј 170,000.00
Marketing/communications consultancy
Monthly retainer to cover strategic/creative consultancy
Ј 85,000.00
Ј 85,000.00
GRAND TOTAL
Ј 1,401,500.00
2
September
August
3
4
1
2
3
4
1
2
3
2011
October
4
1
2
3
November
4
1
2
3
December
4
1
2
3
January
4
1
2
3
February
4
1
2
3
March
4
1
2
April
3
4
1
2
May
3
4
1
2
June
3
4
1
2
July
3
4
1
2
September
August
3
4
1
2
3
4
1
2
3
October
4
1
2
3
November
4
1
2
3
December
4
1
2
3
Any questions?
Next steps