FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014
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Transcript of FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014
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•SUCCESFUL CASES – HONG KONG
• SUMMER HA DKSH HK
FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014
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• Listing of Sweet Lime in 2011 Additional sales of 10,431 Lof• Total 25g sachet also increased by 8.5% for existing flavors
− 2010 total sachet: 59,297 LOF− 2011 total sachet (exclude sweet lime): 64,337 LOF
• Sweet Lime ranked No. 3 in HK product range and contributed over 18,000 LOF of sales in 2013
• Listing channels:− 7-11− Mannings− Watson’s− Wellcome− Park’n Shop− CRV− OK (2013)
Successful Cases – New Product Listing
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• Sachet 25g changed to Zip Lock Pack since May 2010, it is more convenient and widely accepted by consumers
• Flavor changed to ZLP: Lemon, Mint, Mandarin & Original
Successful Cases – Launch of Zip Lock Pack
Flavor May 09 – Apr 10 Sales May 10 – Apr 11 Sales
Lemon 19,712 LOF 34,482 LOF
Mint 13,549 LOF 23,167 LOF
Mandarin 12,120 LOF 10,831 LOF
Original 845 LOF 1,187 LOF
Total: 46,226 LOF 69,667 LOF 50.7%
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Successful Cases – Launch of Zip Lock Pack
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• All year round front end check out display in Wellcome since 2010− Limited space in confectionary shelf, throat drop product used to display on the top level
and difficult to reach− With front end check out, product display is improved to drive impulse purchase− Wellcome sales increase from 2,630 Lof in 2009 to 4,042 Lof in 2010 (increased by
53.7%)
Successful Cases – Check out display in Wellcome
53.7%
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Successful Cases – Change from confectionary to Throat Drop Section in Mannings
MNS Avg. monthly sales increased by 52.8% after moved to HBA section, reasons as below:• Better position and display on shelf eg. 2-3 SKUs in HBA section vs. 1-2 SKUs in Confectionery• More in store display after moved to HBA Section (Dec 12 – Jan 13, Apr 13 vs Mar 12)• Slightly more aggressive pricing promotion was arranged in 2012 compared with 2011
52.8%
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• Joined corporate promotions of channels which instore displays included in the package with comparatively less investment e.g. 7-11 Top Brand Awardenhance brand exposure in trade level
• Display included: Store Wrap, Bunting, Promotion Bay display
Successful Cases – Instore Advertising
Store bunting
Promotion Bay Store Wrap
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• Improved shelf display• Increased distribution points for all flavors
Successful Cases – Acrylic Display in 7-11
Before display After display
Lemon 728 850
Mint 643 850
Mandarin 0 850
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• Cashier Redemption in CVS contributed 21% of total sales in 2013• Last for 1-2 weeks with product display at cashier, highlight in table mat and newspaper
Cashier Redemption in CVS
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New Product (Lime)
+10,431 LoF
Check-out display+53.7%
Change to Zip-Lock Pack
+50.7%
Move to HBA section+52.8%
Acrylic Display in CVS
Summary of Successful Cases
Cashier Redemption
in CVS
In-store advertising