2nd international business forum tuna pole and line hand line

1. SIRENA TUNA
PRESENTED BY GREG BULL

2. AGENDA
1. Background
2. Category Overview
3. Sirena Range
4. Brand Challenges
5. Recap and next steps

3. SIRENA – THE PREMIUM BRAND
• Sirena is an Australian family owned business
• Sirena Tuna was launched in the 1950’s
– still owned by the same family that launched the brand
• Premium Italian brand that invests heavily in marketing
support to maintain this equity
• ‘Sirena’ means mermaid in Italian
– Hence the iconic mermaid which is featured
on packs

4. CATEGORY OVERVIEW
• Sirena is the no 2 brand in the category
• Just under 30M cans of tuna per annum
• Sirena growing at higher rate than category
• Premium offer
• Sirena has highest % of baseline sales in the category
• Strong stable growth with least reliance on price promotions
National Scan
MAT To 05/05/13
Units (000's)
Sales
(Units -
000's)
Share of
Canned
Tuna
Growth Vs
YA
Baseline
% of
Total
Sales
Total Canned Tuna 219,343 100% 5.7% 59.6%
Total John West Brand 83,328 38.0% 13.2% 39.6%
Total Sirena Brand 29,892 13.6% 6.7% 59.5%
Total Coles Private Label 27,987 12.8% 5.0% 98.9%
Total Greenseas Brand 27,545 12.6% -3.4% 27.2%
Total Woolworths Private Label 8,009 3.7% -16.4% 52.8%
Total Safcol Brand 2,964 1.4% -1.2% 55.5%

5. PRODUCT RANKING
• Sirena has top 2 selling skus in the category
• Sirena has 5 skus in the top 10 ranking skus
– Total Category has 297 active skus
Sku Ranking:
National Scan Qtr to 05/05/13
Rank product in
First measure
(Value)
Sirena Tuna In Oil 185g 1
Sirena Tuna In Oil 95g 2
J/West Tuna Tempter Tuna Chilli 95g 3
Sirena Tuna Chilli Oil 185g 4
J/West Reg Tuna Sp/Wtr 425g 5
Sirena Tuna In Oil 425g 6
J/West Reg Tuna Olive Oil 95g 7
J/West Tuna Tempter Tuna Lemon Cr/Pep 95g 8
Sirena Tuna Chilli Oil 95g 9
J/West Tuna Tempter Tuna Chnky S/W 95g 10

6. SIRENA’S RANGE
• 95g range:
– Tuna in Oil
– Tuna in Oil with Chilli
– Tuna in Springwater
– La Vita (Lite) – in oil
– La Vita (Lite) – with chilli
– 9 ‘Value Ad’ flavours

7. SIRENA’S RANGE
• 185g range:
– Tuna in Oil
– Tuna in Oil with Chilli
– Tuna in Springwater
– Tuna with Beans
• 425g range:
– Tuna in Oil
• 125g Slices
– Tuna in Oil
– Tuna in Oil with Chilli

8. SIRENA’S RANGE
• Tuna and Rice Meals
– 190g packs
– Ready to eat
– Flavors are:
• Puttanesca
• Italian Salad
• Spicy Tomato
• Rustic Bean

9. SIRENA’S ADVERTISING
• Consumer communication
supports Sirena’s premium
positioning
Brand advertising
www.sirena.com.au

10. CHALLENGES FOR SIRENA
• Sustainably sourced product
– Sirena is looking to work with suppliers who can maintain quality
supply of traceable pole and line caught fish
• Pressure from retailers to reduce selling price
– Retailers are increasingly demanding that brands maintain or
reduce shelf selling price
• Increased demand from consumers for higher quality
product
– Sirena will work with suppliers who can provide consistently high
quality tuna

11. RECAP AND NEXT STEPS
• Sirena is an Australian family owned business
– Premium Italian brand that invests heavily in marketing support to
maintain this equity
• Sirena’s goal is to be made of 100% sustainably caught fish by
2016
• Sirena is looking to work with suppliers who can maintain
quality supply of traceable pole and line caught fish