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Ähnlich wie Lipton Iced Tea East Division SMP Project Performance Recommendations
Ähnlich wie Lipton Iced Tea East Division SMP Project Performance Recommendations (20)
Lipton Iced Tea East Division SMP Project Performance Recommendations
- 1. Lipton Iced Tea Carly Kinkler East Division SMP Project Date: 8/28/08
- 4. Attributes Naturalness Freshness Power of Nature Inherent Goodness Origin Ethical Tea Taps Into Key Vitality Trends Drivers Increasing Life Expectancy Obesity Stressful Lives Processed Foods Seen As Bad Guys Consumers Turning to Tea for Health and Wellness Benefits Consumer Insights
- 7. Performance at Retail – East Grocery Tea Scorecard – Current YTD ending July 27, 2008
- 9. Snapple & Arizona Dominance (NY GMA) A&P & Hannaford’s
- 10. LIT Outperforming Pure Leaf and Brisk B&C Non-Carb-Vol. Growth Performance (June 2008 YTD) Volume Growth by Brand (TM Lipton) Broken Down by Division
- 13. LIT Needs More Space in Order for More Variety Hannaford’s – Carmel, NY
- 14. Distribution of New Flavors YTD Fighter Pack Distribution (East Grocery) YTD 20oz. Single Serve Distribution (East C&G) Star2 – YTD Distribution Total East
- 15. 1.5 Liter is a Huge Opportunity for Grocery + C&G YTD 1.5 Liter Distribution (East Grocery) YTD 1.5 Liter Distribution (East C&G) Not a Strong Presence Star2 – YTD Distribution Total East
- 19. QUESTIONS???
- 20. PCNA Plans for 2009 National Launch: Q1 2009 Projected Sales Impact: 20MM cases 70% Incremental DRIVE SHARE REINVIGORATE GREEN Projected Sales Impact: 10MM cases 40% Incremental Launch Timing: P4 2009 Projected Sales Impact: 5MM cases 40% Incremental National Launch: P6 – P10 2009 REIGNITE BLACK AOP ppt – Vinny Croce
- 22. Current YTD Volume - Innovations Current YTD ending July 27 th – Tea Scorecard (PBG Field) Diet White Peach Holds the Lowest Percent of Total Brand Mix 3.3% 6.2% 7.6% 5.3% Atlantic BU 3.3% 7.6% 9.0% 6.8% Central BU 3.1% 4.8% 5.4% 7.3% Great West BU 3.0% 4.6% 5.2% 3.3% Southeast BU West BU Volume (% of Brand Mix) 2.1% 5.0% 6.4% 6.6% Diet White Peach Papaya Diet White Raspberry White Raspberry Diet Green Berry
- 24. Packaging and Flavors – East Grocery
Hinweis der Redaktion
- FDM – RTC Meetings, relationships w/ Bottler Foodservice – Distributors, FLQTG Category mngt – Numbers focused, busy career, analyzing data, iri, nielsen Field Work – Relationships, Disconnect between pre-sell rep and truck guy, restocking, handheld, preparing displays Improvements – Traveling situation, AOP at end of training (so start a week or two earlier), I don’t think on-boarding had to be 3 weeks because we learned most of those things again once we got into the field.
- RTD Tea lies in between functional and fun (along with energy drinks and rtd coffee). People want something new – with perceived health and wellness benefits, so rtd tea is a perfect fit Fresh is the largest beverage state, but fun is the fastest growing Out of the total US, the percentage of food and beverage spending on Functional is 8.3%, and Fun is 7.3% (Out of Total Basket)
- Lipton and Arizona total share are extremely close, but when you break it out into individual brand – Arizona dominates the rtd tea category in the east
- TOP – LIT holds the highest sales volume out of total US, but Arizona continues growth. Also, I circled Arizona to show that 66% of their sales are from JUG - Also, Snapple and Nestea are at a decline BOTTOM – And then in the East YAG sales, LIT continues growth but Arizona dominates in this market, and when you move up to the northeast, Snapple dominates along with Arizona
- In NY GMA (Grocery) Snapple has 580,000 more inventory on display than LIT *BUT, compared to prior year, Snapple is down 180,000 (inventory on display) and LIT is up 518,000 (inv. On display) *Snapple also captures 30 more feet of Linear Shelf than LIT does
- Now I broke it down into TM Lipton’s brands by division. LIT is performing the best out of all three brands, and Pure Leaf is really pulling down TM Lipton’s numbers
- Suffering in the mid-south because sweet tea is a huge market there
- Now that we’ve gone through LIT’s overall performance, now I’m going to talk about flavors and variety Same three similar flavors – but because of distribution voids When you go into a grocery store, this is pretty much all you can find
- But, while visiting stores within the NY and Upstate NY GMA (being out in the field) Ive noticed these are the three dominant flavors and this sparked my interest to look in deeper to find out where there products are and if they are being distributed But as you can see, Green Citrus, Lemon, and White Raz are the only flavors you can find in NY GMA In the NY GMA: Diet Peach Papaya only has 2,000 inventory on display, and diet green with mixed berry has 28,000, where Diet Green Tea with Citrus has 187,000, and Reg. Green Tea with Citrus has over 200,000
- If adding new flavors in 2009, its important to get innovation flavors right C&G: These numbers are extremely low, even the diet green tea citrus which is the #2 best seller in C&G Even though the C&G Market is at a decline, its extremely important to get out products out there
- Growth Rates are extremely high for this year But the 1.5 liter is new to C&G Channel
- * Incremental Ads when proposing CDA – taking right out of Arizona’s business (not fighter pack) Sustainability Program Tie in with Ecofina and Pepsi Recycling Website Wal-Mart’s Suggestions VPI Possibility 100% Recyclable Promote in Store Goal: Rainforest Alignment by 2010 Cold Vault Merchandising Standards By GMA Flavors, Facings, Brand Mix Arizona – Average Price of $2.83 Pure Leaf – Feb. ‘09
- This is what PCNA introduced at 2008 AOP – really wanted to focus on a diet white tea to grow the white tea focus So in ’08 introduced Dt. White Peach Papaya, and now I will show you how the new innovation product is doing in the industry
- **Need to know when products launched These innovation flavors are a very small percentage of the total LIT brand mix. Diet Peach Papaya introduced in p4- April
- Huge Volume Opportunity of close the gap and reach 90% distribution The problem is that you can’t find this item anywhere, so people don’t know about it It is a quality product, and hasn’t been able to perform because it hasn’t had the opportunity to