ceuta healthcare’s gb team
DESCRIPTION
CEUTA HEALTHCARE’s GB TEAM . CHRIS WEBSTER SENIOR COMMERCIAL CONTROLLER. ANN MEHERS COMMERCIAL MANAGER. CEUTA HEALTHCARE. Private company founded in 1994 Focus on health related products Sales and Marketing Ceuta Healthcare International Alliance 180 employees. - PowerPoint PPT PresentationTRANSCRIPT
CEUTA HEALTHCARE’s GB TEAM
CHRIS WEBSTERSENIOR COMMERCIAL CONTROLLER
ANN MEHERSCOMMERCIAL MANAGER
CEUTA HEALTHCARE• Private company founded in 1994• Focus on health related products• Sales and Marketing• Ceuta Healthcare International Alliance• 180 employees
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%
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%
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
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
8
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
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
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
OTHER SUPPORT ACTIVITIES
SALES & PROMOTIONAL ACTIVITIESIn Grocery ImpulseIn Chemist
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
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
DRIVE BLACKCURRANT DISTRIBUTION
2012 Sales Target:+59% vs 2011
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
CATEGORY MANAGEMENT APPROACH
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
DISTRIBUTION DRIVE INTO IMPULSE SECTORS
GARAGE FORECOURTS GROCERY CONVENIENCE
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
CHEMIST: QUESTIONNAIRE LINKED COMPETITION
GROCERY IMPULSE: FREE PRIZE DRAW
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
2012 IS AN IMPORTANT YEAR IN THE UK
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
2012 WILL BECOME AN EVEN STRONGER YEAR FOR UK HERITAGE
THANK YOU