the nudie story · 2019-06-10 · Monde Nissin Australia, is the brilliant coming together of three...
Transcript of the nudie story · 2019-06-10 · Monde Nissin Australia, is the brilliant coming together of three...
the nudie story amanda mattssonhead of procurement
1 May 2018
Monde Niss in Aust ra l ia , i s the br i l l i ant coming together of three fami ly bus inesses that jo ined the g loba l M onde Niss in fami ly in 2014 .
O r i g i n a l l y f o u n d e d i n t h e P h i l i p p i n e s , M o n d e N i s s i n C o r p o r a t i o n h a s
b e e n i n t h e f o o d b u s i n e s s f o r over 35 years . T o d a t e , w e s e l l
b r a n d s i n o ve r 4 5 c o u n t r i e s w i t h U S $ 1 . 5 b i l l i o n i n s a l e s . A n d h a v e o v e r 3 0 0 0 t a l e n t e d p e o p l e w o r k i n g a c r o s s t h e g l o b e .
W e a s p i r e t o h a v e a p o s i t i ve i m p a c t o n o u r p e o p l e , o u r c o m p a n y a n d o u r s o c i e t y . T o d o i t , w e ’ r e c h a l l e n g i n g t i r e d
c a t e g o r i e s b y c r e a t i n g a n e w b r e e d o f c o m p a n y t h a t a c t i v e l y h e r o e s Au s t r a l i a ’s r e l e n t l e s s p a s s i o n a n d p u r s u i t t o a l w a ys b e b e t t e r .
M o n d e N i s s i n Au s t r a l i a i s t h e b e s t o f t h r e e f a m i l i e s :
• M e n o r a , a f a r r e a c h i n g f a c e - t o - f a c e s a l e s a n d i n d e p e n d e n t d i s t r i b u t i o n b u s i n e s s w i t h i c o n i c b r a n d s ( o u r o w n a n d a g e n c y ) a c r o s s f r e s h , c h i l l e d , f r o z e n , g r o c e r y a n d h o u s e h o l d .
• n u d i e , a s p i r i t e d a n d d yn a m i c j u i c e a n d yo g h u r t b u s i n e s s w i t h t h e p o w e r t o d o g o o d t h r o u g h t r a n s p a r e n t n a r r a t i v e s a n d e x p e r i e n c e s .
• B l a c k S w a n , Au s t r a l i a ’s m o s t d e l i c i o u s d i p c o m p a n y , w h o s e r o o t s a r e p l a n t e d i n t h e v i b r a n t m a r k e t s o f S o u t h M e l b o u r n e .
But first, a little about Monde Nissin Australia
3
the brands
in our
family
# 1 R i c e c r a c k e r b r a n d i n t h e
m a r k e t w i t h o v e r 4 5 % m a r k e t
s h a r e
#1 c h i l l e d j u i c e b r a n d
i n A u s t r a l i a . L e a d i n g
c o c o n u t y o g h u r t b r a n d
w i t h h i g h e s t a w a r e n e s s i n
b o t h c a t e g o r i e s
W a t t l e V a l l e y
A n A u s t r a l i a n f a m i l y f a v o u r i t e w h i c h
b r i n g s f a i l s a f e s o l u t i o n s t o m e a l s &
e n t e r t a i n i n g
#1 i n m e a t
s u b s t i t u t e c a t e g o r y
L e a d i n g i n n o v a t i o n
a c r o s s s o c i a l &
h e a l t h p l a t f o r m s
t h r o u g h s u s t a i n a b l e
f o o d f o r v e g a n &
v e g e t a r i a n & m e a t
r e d u c e r s
+ n u m e r o u s i c o n i c Au s t r a l i a n B r a n d s e n t r u s t e d
t o u s
#1 d i p b r a n d i n
A u s t r a l i a
F r o m h u m b l e
m a r k e t b e g i n n i n g s
B l a c k S w a n , i s t h e
l e a d i n g
e n t e r t a i n m e n t
b r a n d
4
To provide goodness and
wellbeing to consumers
globally, and to be one of the
largest and most respected
FMCG companies in Australia
And w e w i l l achieve those by:
1 . Deve lop and dr ive our por t fo l io that w i l l improve
w el l -be ings and the qua l i ty of l i fe of our
consumers in Aust ra l ia and beyond
2. Put t ing people at the hear t o f our bus iness
3 . Wor ld Class Brand Deve lopment and Brand
Bui ld ing
4 . Operat iona l exce l lence and r ight processes
5 . Col laborat ive and w in-w in approach w i th our
customers and suppl ie rs
and we
have a
plan
we began in 2003 when we couldn’t find any
juices free from concentrates, preservatives,
colours or artificial flavours….
so we decided to create good ourselves
7
a little
about
nudie
in our f i rst week, we used 256 pieces of
f rui t & today, we use approximately 4
mi l l ion pieces of f rui t per week!
nud ie was c rea ted ou t o f a des i re fo r a c lean
and hones t j u i ce , as we cou ldn ’ t f i nd one on the
marke t t ha t was t ru l y f ree f rom nas t ies .
We wanted to p romise Aus t ra l i ans tha t we
wou ld on ly ever g i ve them REAL ju i ce , f ree
f rom added sugar, concen t ra tes , p reserva t i ves
– ac tua l l y f ree f rom anyth ing tha t l i t e ra l l y
wasn ’ t a f ru i t o r vege tab le !
And th i s was the c rea t ion o f t he nud ie ‘No th ing
But ’ p romise .
• We love suppor t ing Auss ie fa rmers… tha t ’s
why more than 94% of our f ru i t comes f rom
Aust ra l ia (w oo-hoo) !
• We are the #1 ch i l l ed ju i ce b rand in g rocery
Our miss ion is to create good… w i th
w hatever w e make, w herever w e go!
8
things we
are proud
of
# hashtags are just tiny waffles
• 1 9 1 k f o l l o w e r s
• 8 - 1 0 % e n g a g e m e n t l e v e l s
( a b o v e i n d u s t r y )
• E n g a g e m e n t c o m i n g f r o m
u s e r s o n t a r g e t ( 1 6 – 3 4 y r s )
• 2 9 . 9 K f o l l o w e r s
• # n u d i e j u i c e r e c e i v e s c l o s e t o
2 0 m e n t i o n s a d a y
Sydney
Skinny
T h e w o r l d s
l a r g e s t n u d e
s w i m . . w h i c h
i s n ' t a b o u t
n u d i t y
T e a m C a p t a i n :
L a y n e
B e a c h l e y
S u p p o r t i n g a n d s h o w c a s i n g t h e
t a l e n t s o f a d a p t i v e a t h l e t e s a s
t h e y p u s h f o r a p o s i t i o n o n t h e
A u s t r a l i a n A d a p t i v e S u r f T e a m
t h a t w i l l c o m p e t e a t t h e
I n t e r n a t i o n a l S u r f i n g
A s s o c i a t i o n ( I S A )
nudie Australian
Board Riders Battle
T h e n u d i e A u s t r a l i a n
B o a r d r i d e r s B a t t l e i s
A u s t r a l i a ' s b i g g e s t
g r a s s r o o t s
b o a r d r i d e r s e v e n t a n d
i n v o l v e s m o r e t h a n 6 0
o f A u s t r a l i a ' s b e s t
b o a r d r i d e r c l u b s !
B r o a d c a s t o n F o x
S p o r t s a n d C h 9
#bethegood
#seethegood
#livethegood
we wont ‘create good’ unless we can:
disruptreassessbetter offer
10
nudie
newbies
REMAINING TRUE TO OUR
MANTRA OF:
▪ NOTHING BUT, AND
▪ NO NASTIES
WE HAVE TAKEN THE
BRAND INTO NEW SPACES
➢ NEW CUSTOMERS
➢ NEW CATEGORIES
11
…but
(orange)
juice will
always be
at our
core
▪ WE MUST COLLABORATE
CLOSELY WITH THE
INDUSTRY THROUGH THE
ENTIRE VALUE CHAIN TO
ENSURE LONG TERM
SUSTAINABILITY
▪ OUR BRAND VALUE
PROPOSITION COMES WITH
MANY SUPPLY CHAIN
CHALLENGES BUT WE
REMAIN AS COMMITTED AS
EVER TO DELIVER
✓ NOT FROM CONCENTRATE
✓ NO PRESERVATIVES
✓ NO NASTIES
12
future
category
evolution
Demand Supply
▪ RAPIDLY CHANGING
SUPPLY AND DEMAND
FUNDAMENTALS LEADS
TO INCREASED PRICE
VOLATILITY
▪ WE ARE ENTERING AN
UNKNOWN TERRITORY
▪ HOW MUCH WILL A
CUSTOMER PAY FOR
PREMIUM JUICE?
▪ HOW CAN WE DO THINGS
DIFFERENTLY?
➢ Educating and challenging “the
trade”
➢ How we price oranges
➢ Value chain analysis
= STRATEGY