Career milestones

ST R AT EG I C AL L Y SE EKIN G T H E H ID D EN GEM S T HRO UG H

T HE C LUT T ER O F T H E M IN ING PROC ESS .

The Motivation behind the Profile…

an outsider’s perspective

Ashraf Adams is a hard working, dedicated and a thor-ough individual who, with drive and determination, can rise above any obstacle and reach any targeted goal, both personally and professionally. He applies his skills gained during his BComm Honours in Business Administration, his BSc Honours in Pure Chemistry & Applied Chemistry and his various other qualifications in a cross-pollination strategy so as to secure the best results. Experiences gained in his theoretical and technical streams are also translated and communicated very effectively by Ashraf.

Ashraf continues to improve his professional and personal life experiences, evident by his current drive to complete his Masters in Commerce with research performed in the African FMCG (fast moving consumer goods) are-na. Ashraf Adams WILL make a difference in your Teams and Organisation.

Online Profile More career details, milestones and experiences can be found via LinkedIn Feel free to contact me and I will be sure to answer any queries regarding my own on-tology, epistemology and how I see myself interacting in the business environment.

Deep-in-Pyramid

(DiP) marketing &

Base-of-Pyramid

(BoP)

merchandising to

build brand aware-

ness and drive

F’15 was year of new product launches, retail partner listing promotions, mer-chandiser program roll-outs to the Deep-in-Pyramid (DiP) sector, point-of-sale (POS) development and promotional campaigns to drive brand awareness and sales in the various international mar-kets.

The projects included:

A Ceres mother-brand promotion consisting of regional billboard cam-paigns and a social responsibility –orientated merchandiser developing campaign which incorporated all ac-tive product categories. Aim was to build brand awareness for Ceres with new retail partners and repositioning of the brand in specific markets.

A Fruitree Bottom-of-Pyramid (BoP) marketing campaign to expand Fruitree distribution to street-vendors, with the aid of DiP pack formats, sup-ported by appropriate point-of-sale (POS) and merchandising training..

BRANDS & BUDGETS FOR F’15:

Pioneer Foods Interna-tional General Marketing Budget: A total market-ing budget of R14 200 000 was committed for TTL cross-branded strategic initiatives, promotions, etc.

Ceres (Export): The con-sumed volumes for 2013/4 was ~68 million litres with a total marketing budget

of R5 000 000.

Fruitree (Export): The consumed volumes for 2013/4 was ~10 million litres with a total market-

ing budget of R3 000 000.

Deep-in-Pyramid (DiP) promotional campaigns: The international unit allo-cated R3 000 000 towards a Pioneer Foods basket promotion to key African customers with an aim of developing a street-vendor seller and bottom-end market merchandising campaign to increase sales in this category by 10%.

MILESTONES:

Marketing &

Innovation for great

ROI

F’14 was the first full financial year with Marketing and Innovation activities post-ing great returns for Pioneer Foods In-ternational. A variety of Innovative new categories and renovating new flavours

resulted in an excess of R968 000 being added to the growing bottom-line for PFI.

Some of the launches included:

.

BRANDS & BUDGETS FOR F’14:

Pioneer Foods Interna-tional General Marketing Budget: A total market-ing budget of R13 800 000 was committed for TTL cross-branded strategic initiatives, conferences, etc.

Ceres (Export): The con-sumed volumes for 2012/3 was ~63 million litres with a total marketing budget

of R5 000 000.

Fruitree (Export): The consumed volumes for 2012/3 was ~9 million li-tres with a total marketing

budget of R2 000 000.

Liqui-Fruit (Export): The consumed volumes for 2011/2 was ~1 million li-tres with a total marketing budget of R2 000 000 due to an investment drive.

Bokomo Foods (Exports): The con-sumed volumes for 2011/2 was ~4,5 million kg with a total marketing budget of R2 000 000 due to an investment drive.

MILESTONES:

Building Pioneer

Foods into a

multinational

organisation

Devising a strategy for repositioning and rebranding of The Ceres Bever-age Company (TCBC) into an amalga-mated Pioneer Foods Export entity (i.e. Pioneer Foods International - PFI) to the existing network of Pioneer Foods export customers in 92 coun-tries around the world.

Successfully hosting the PFI / TCBC Agents, Distributors and Business Managers Conference at The Lost City (Sun City / Sun International) dur-ing 30 September 2013 to 03 October 2013.

Developing & Launching 2 new cate-gories (powdered soft drinks and fla-voured maize meal) as well as new branded extensions (cross-functional categories) into key global regions.

Trade visit Mozambique and Namibia in 2013 to do a deep-dive investigation into growing the markets and better accessing the markets in neighboring countries whilst developing the rela-tionships for the Pioneer Foods brands (e.g. Ceres, Liqui-Fruit, Boko-mo Foods, etc.).

Development and project manage-ment of the newly combined Pioneer Foods International Marketing proce-dure for inclusions into the new Pio-neer Foods system.

BRANDS & BUDGETS FOR F’13:

Pioneer Foods Interna-tional General Marketing Budget: A total market-ing budget of R10 000 000 was committed for TTL cross-branded strategic initiatives, conferences, etc.

Ceres (Export): The con-sumed volumes for 2012/3 was ~63 million litres with a total marketing budget

of R6 000 000.

Fruitree (Export): The consumed volumes for 2012/3 was ~7 million li-tres with a total marketing

budget of R2 000 000.

Ad-hoc: This R2 000 000 was set-aside for ex-pected expenses resulting from the restructuring of TCBC into Pioneer Foods International.

MILESTONES:

Thick & Fruity

Trade visit to Namibia in 2010 to de-velop the relationships in this region for the Fruitree brand. This resulted in regional specific mini-brand plans for Namibia and Botswana as these re-gions were strategically similar.

Innovation for Fruitree in developing & launching 2 new juice nectar products and 2 new beverage categories for the 18 month SA and Export Innovation plans with the aim of achieving volume targets for the BHAG.

Development, project management and launching new Jabba primary & secondary packaging update in order to revive the brand positioning and drive the brand sales, promotion & dis-tribution.

Development, project management and launching new communication strategies for Fruitree that spans dif-ferent TTL media (promo TV, bill-boards, Facebook, Twitter & Mobi).

BRANDS & BUDGETS FOR F’12:

Fruitree: Fiscal revenue for 2011/2 is R68 million. Marketing budget for

2007/8 was R6 000 000.

Jabba: Fiscal revenue for 2011/2 was R12 mil-lion. Marketing budget for

2007/8 was R1 000 000.

Sunsip: Newly launched flanker-brand to Fruitree during 2010/1. Marketing budget during 2010/1 was covered by the Fruitree budget.

MILESTONES: