CEUTA HEALTHCARE’s GB TEAM
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Transcript of CEUTA HEALTHCARE’s GB TEAM
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CEUTA HEALTHCARE’s GB TEAM
CHRIS WEBSTERSENIOR COMMERCIAL CONTROLLER
ANN MEHERSCOMMERCIAL MANAGER
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CEUTA HEALTHCARE• Private company founded in 1994• Focus on health related products• Sales and Marketing• Ceuta Healthcare International Alliance• 180 employees
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UK RETAIL MARKET OVERVIEW
STORE NUMBERS:
GROCERY SHARE:
H&B SHARE:
MED CONF SHARE:
FF MARKET SHARE:
GROCERY MULTIPLES
6,800
78%
45%
33%
31%
CHEMIST
14,400
1%
40%
28%
24%
DISCOUNT RETAIL
2,050
6%
10%
8%
11%
GROCERY IMPULSE
44,760
15%
5%
31%
33%
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5
+3.3%
UK IN MARKET SALES VALUE BY SECTORYTD Invoiced Sales Value: 2010 vs 2011
GROCERY MULTS GROCERY IMPULSE CHEMIST DISCOUNTERS£0
£100,000
£200,000
£300,000
£400,000
£500,000
£600,000
£700,000
£800,000
£900,000
20102011
-3.0%
+5.5%
+42.6%
FF Invoiced Sales Value: +5%Medicated Confectionery Market: +2.9%
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FISHERMAN’S FRIEND vs COMPETITORS Value Sales
Source: Nielsen 52 wks March 2012, Total GB
38%
13%5%
36%
8%
53%
18%
13%
6%
10%
Series1
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UK IN MARKET SALES BY FLAVOUR
75%
8%
6%
6%
3%
74%
8%
7%
6%3%
1% 1%
RED
PURPPLE STRIPE
GOLD
CHERRY STRIPE
GREEN STRIPE
BLUE STRIPE
LEMON STRIPE
Ex-UDG 2011
OXS: The clear no.1 SKU Blackcurrant: 2012/13 drive flavour
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UK IN MARKET SALES IN LOF OUTERS
2005 2006 2007 2008 2009 2010 2011 EST 2012
200,000
220,000
240,000
260,000
280,000
300,000
320,000
340,000
360,000
380,000
-2.9% -4.5%
+9.9%
+8.9%
0% +1.5%+4%
Sales Volume growth from 2007:
+23%
+75,000 LOF’s
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NATIONAL TV SUPPORT SECOND HIGHEST SUPPORT IN THE CATEGORY
• Fisherman’s Friend TV creative appeared on Adwatch in the top 20 recall list• Fisherman’s Friend planned TV presence in 2012/2013, possibly
sponsorship
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Fisherm
an's Frie
nd
Jakeman
sTu
nes
Halls Men
tholyptus
Halls Soothers
Strepsils
Locke
ts
-30%
-20%
-10%
0%
10%
20%
30%
+12%
-14%
+20%
-28%
+2.5%
*Source: Nielsen March 2012, Symbol Impulse, 12 w/e 03/03/12 Val
+2.0% +2.0%
FISHERMAN’S FRIENDTHE FASTEST GROWING BRAND IN GROCERY MULTS
-28%
-14%
Source: Nielsen March 2012, Grocery Mults, 12 w/e 03/03/12 Volume
Note: Market in decline by 4%
Convenience Format Stores:Fastest growing brand: +18% YOY*
Note: Market flat over this period
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OTHER SUPPORT ACTIVITIES
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SALES & PROMOTIONAL ACTIVITIESIn Grocery ImpulseIn Chemist
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2012 in-market sales value target
= £2.6m +4% YOY
Note: overall medicated confectionary market is in
decline by 4% YOY
SECTOR GROWTH STRATEGIES
DRIVE BLACKCURRANT DISTRIBUTION
CATEGORY MANAGMENT
APPROACH
DISTRIBUTION DRIVES IN TO
IMPULSE LOCATIONS
COMPETITION LINKED
QUESTIONNAIRE
FREE PRIZE DRAW
BRAND HERITAGE DRIVE
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2012 in-market sales value target
= £2.6m +4% YOY
Note: overall medicated confectionary market is in
decline by 4% YOY
SECTOR GROWTH STRATEGIES
DRIVE BLACKCURRANT DISTRIBUTION
CATEGORY MANAGMENT
APPROACH
DISTRIBUTION DRIVES IN TO
IMPULSE LOCATIONS
COMPETITION LINKED
QUESTIONNAIRE
FREE PRIZE DRAW
BRAND HERITAGE DRIVE
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DRIVE BLACKCURRANT DISTRIBUTION
2012 Sales Target:+59% vs 2011
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2012 in-market sales value target
= £2.6m +4% YOY
Note: overall medicated confectionary market is in
decline by 4% YOY
SECTOR GROWTH STRATEGIES
DRIVE BLACKCURRANT DISTRIBUTION
CATEGORY MANAGMENT
APPROACH
DISTRIBUTION DRIVES IN TO
IMPULSE LOCATIONS
COMPETITION LINKED
QUESTIONNAIRE
FREE PRIZE DRAW
BRAND HERITAGE DRIVE
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CATEGORY MANAGEMENT APPROACH
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2012 in-market sales value target
£2.6m +4% YOY
Note: overall medicated confectionary market is in
decline by 4% YOY
SECTOR GROWTH STRATEGIES
DRIVE BLACKCURRANT DISTRIBUTION
CATEGORY MANAGMENT
APPROACH
DISTRIBUTION DRIVES IN TO
IMPULSE LOCATIONS
COMPETITION LINKED
QUESTIONNAIRE
FREE PRIZE DRAW
BRAND HERITAGE DRIVE
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DISTRIBUTION DRIVE INTO IMPULSE SECTORS
GARAGE FORECOURTS GROCERY CONVENIENCE
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2012 in-market sales value target
= £2.6m +4% YOY
Note: overall medicated confectionary market is in
decline by 4% YOY
SECTOR GROWTH STRATEGIES
DRIVE BLACKCURRANT DISTRIBUTION
CATEGORY MANAGMENT
APPROACH
DISTRIBUTION DRIVES IN TO
IMPULSE LOCATIONS
COMPETITION LINKED
QUESTIONNAIRE
FREE PRIZE DRAW
BRAND HERITAGE DRIVE
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CHEMIST: QUESTIONNAIRE LINKED COMPETITION
GROCERY IMPULSE: FREE PRIZE DRAW
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2012 in-market sales value target
= £2.6m +4% YOY
Note: overall medicated confectionary market is in
decline by 4% YOY
SECTOR GROWTH STRATEGIES
DRIVE BLACKCURRANT DISTRIBUTION
CATEGORY MANAGMENT
APPROACH
DISTRIBUTION DRIVES IN TO
IMPULSE LOCATIONS
COMPETITION LINKED
QUESTIONNAIRE
FREE PRIZE DRAW
BRAND HERITAGE DRIVE
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2012 IS AN IMPORTANT YEAR IN THE UK
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FISHERMAN’S FRIEND: A BRITISH HERITAGE BRAND SINCE 1865DEVELOPED BY A CHEMIST IN 1865
PRODUCT IN LIQUID FORMAT IN A BOTTLE FOR FISHERMAN AT
SEA
FROM LIQUID TO LOZENGES
SOLD OUT OF VANS IN LANCASHIRE
FACTORY SIZE: 600K SQ FTNOW SOLD OVER 100
COUNTRIES WORLDWIDE WORLDWIDE SALESAWARD WINNING
BRAND
GLOBAL BRAND
UK SALES 4% OF TOTAL
WORLDWIDE SALES
3 TIMES QUEEN’S AWARD TO INDUSTRY FOR EXPORT ACHIEVEMENT
DOREEN LOFTHOUSE RECEIVES OBE AWARD
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2012 WILL BECOME AN EVEN STRONGER YEAR FOR UK HERITAGE
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THANK YOU