nada - notes from lhi

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NADALIGHTHOUSE IDENTITY WORKSHOPAPRIL 2012

BAHRAIN

SUMMARY NOTES


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CONTENTS


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CONTENTS

Introduction........................................................................................................5

Building on these home territories.....................................................................7

Packaging........................................................................................................64

Outlooking summary......................................................................................114

Things to challenge........................................................................................117

Overnight task...............................................................................................123Outputs..........................................................................................................128

Challenger stances........................................................................................132

X into Y + 3 words..........................................................................................141

Drivers wanted...............................................................................................147

Beliefs............................................................................................................151Cause............................................................................................................157

First go at the triangle....................................................................................161

Thought summaries from Day 2.....................................................................169


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CONTENTS

Filters.............................................................................................................174

Manifestos, Articles, From-To, Pen Portraits..................................................179

Illustrating the triangle....................................................................................192

The triangle....................................................................................................198

Geri Halliwell exercise...................................................................................201

What next?....................................................................................................210


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INTRODUCTION


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INTRODUCTION

Develop and articulate a clear brand positioning statement

Create a roadmap of ideas that will enable us to achieve brand objectives

Tangible and intangible outputs, more than just words on a page

Stretching commercial targets

Double sales by 2016

118m litres shortfall


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BUILDING ON THESEHOME TERRITORIES


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BUILDING ON

HOME TERRITORY

Should overcommitting to our area ofstrength and our home territory play abigger part in our strategic thinking?


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Two main parts ..

1.Why would a greater focus on theEast make good business sense?

2. How might Hufof (and perhaps theAl-Hassa region) play a bigger part inour brand story?


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1. 1.Why would a greater focus on the

East make good business sense?


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TOTAL DAIRY

Volume in 1000 lts 2010 2011 MarketContribution

Growth

TOTAL KSA 867,305.4 877,922.6 100% 1%

TOTAL WEST 292,173.7 299,103.9 34% 2%

SOUTH WEST 143,010.6 138,601.2 16% -3%

TOTAL CENTRAL 262,621.7 264,742.7 30% 1%

TOTAL EAST 169,499.4 175,474.9 20% 4%

DAMMAM 93,888.4 100,940.4 11% 8%

OTHER EAST 75,611.0 74,534.5 8% -1%

Eastern region is ranked the 3rd after Center & West and one of the fastestgrowing among other regions

Source: Nielsen Retail Audi FY 2011


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Volume ShareTOTAL KSA

(index)TOTAL WEST SOUTH WEST TOTAL CENTRAL DAMMAM OTHER EAST TOTAL EAST

By Brand - Fresh Dairy 100.0 100.0 100.0 100.0 100.0 100.0 100.0

ALMARAI 54.7 67.9 57.5 45.9 54.2 36.9 46.4

AL SAFI 12.8 8.2 14.0 20.1 10.4 5.9 8.4

NADEC 10.6 9.2 11.6 11.3 12.6 8.5 10.8

NADA 5.4 1.6 5.6 1.8 7.5 25.6 15.6

RAYAN 1.8 NA NA 0.0 3.1 14.0 8.0

NADA key strengths are in East, mainly other east, where we retain considerablemarket share compared to total market index.However, we are still weak in the capital of east Dammam falling behind Al-Safiand Nadec.

VOLUME SHARE WITHIN FRESH DAIRY - BY REGION



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Weighted DistributionTOTAL KSA


By Brand - Fresh Dairy 89 95 84 92 96 82 88

ALMARAI 89 95 84 89 96 78 88

AL SAFI 82 82 73 92 95 47 75

NADEC 67 68 61 70 86 56 71

NADA 56 56 48 42 92 82 87

RAYAN 13 NA NA 0 65 56 61

NADA has stong Distribution in East, even better in Dammam but unfortunately this isnot reflected in share suggesting major consumer pull issues. On the other hand, we have a solid product distribution in other east, even higherthan Almarai. However, our volume share is lower than Almarai, a strong indication oflower brand equity.

WEIGHTED DISTRIBUTION - BY REGION



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DAMMAM VS. OTHER EAST FRESH DAIRY

92

7.5

82

25.6

0

20

40

60

80

100

Dammam Other East

Weighted Dist. Volume Share

96

54.2

78

36.9

0

20

40

60

80

100

Dammam Other East


NADA Almarai

Low share per point of weighted distribution in other east!



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TOTAL FRESH JUICE

The same applies to fresh juices. The market growth of total east is below themarket index. However, Dammam which is the capital of east is growing faster.

Volume in 1000 lts 2010 2011 MarketContribution

Growth

TOTAL KSA 239,860.1 260,876.4 100% 9%

TOTAL WEST 104,898.1 112,688.7 43% 7%

SOUTH WEST 14,170.2 15,396.3 6% 9%

TOTAL CENTRAL 73,525.0 82,510.8 32% 12%

TOTAL EAST 47,266.9 50,280.6 19% 6%

DAMMAM 22,823.1 25,190.9 10% 10%

OTHER EAST 24,443.8 25,089.7 10% 3%



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Volume ShareTOTAL KSA


By Brand - Fresh Juice 100.0 100.0 100.0 100.0 100.0 100.0 100.0

ALMARAI 48.0 53.5 47.4 47.4 38.2 35.0 36.6

NADEC 17.7 17.3 18.5 20.6 16.2 11.2 13.7

NADA 12.0 10.1 12.2 6.3 22.7 28.3 25.5

KARIM 6.0 6.3 6.5 6.8 4.8 2.7 3.7

RAYAN 2.3 NA NA 0.6 4.9 16.8 10.9

East is the core market for NADAs fresh juices - we are a strong number 2 Competitors like Almarai & Nadec have relatively low market share within Eastcompared to fresh dairy.

VOLUME SHARE WITHIN FRESH JUICES - BY REGION



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Weighted DistributionTOTAL KSA


By Brand - Fresh Juice 80 85 70 82 83 74 77

ALMARAI 80 85 67 82 83 70 76

NADEC 62 65 46 66 71 47 58

KARIM 52 62 39 54 70 25 46

NADA 50 54 30 39 81 74 77

RAYAN 12 NA NA 10 52 54 53

The brand has good distribution in East., with Dammam the strongestIn terms of distribution, NADA is the no. 1 in other east but this is not the case forvolume share. There are other issues besides distribution consumer pull.

WEIGHTED DISTRIBUTION - BY REGION



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DAMMAM VS. OTHER EAST FRESH JUICE

81

22.7

74

28.3

0

20

40

60

80

100

Dammam Other East


83

38.2

70

35

0

20

40

60

80

100

Dammam Other East


NADA Almarai

Low share per point of weighted distribution in other east -



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Operational benefits?

Better utilization of resources to drive the business aheadand realize growth in our home territory.

Distribution/ operation cost is relatively lower for us than

competition, because we are positioned at the core heart ofthe eastern region.

It would a lot easier for us to grab share since the region isnot a key focus for competition especially in other east.


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What would make us standout against competition?

Operational excellence: this is a must for any integrated dairycompany with its home territory. This is applicable to alloperation aspects: Production, Sales, Marketing, PR,.. etc

Availability & visibility: you are noticeable on shelf andavailable almost everywhere you must be better than

others.

Tackle the brand saliency and engage more with the

consumer & the society: Know your consumers better thanothers, tell them what they want hear and give them whatthey want ..

Merchandising Issues


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Customer Cooler

With Rent Without Rent



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With Nada Cooler



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Al-Marai Coolers in Class B


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In overall ..

The brand has the right to claim the leadership positionwithin eastern region, its our home territory but unfortunatelybeen out of focus where our resources been stretched toconfront others on different fronts.

The population size within the eastern region is growingrapidly, even faster than other regions, which would helpsustaining the growth momentum.

Hence, it is very important to start thinking about how wewould defend our territory and position/ prove our self as thecore market leader in the eastern region.


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2.How might Al-Hassa play a bigger

role in our brand backstory?


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Historical POV Agricultural POV

Roots to Trading. Diversity of skills and

handy crafts Exposure to other

cultures.

The land & water. Agriculture base.

Quality & Varity ofcrops.

Cultural POV

How is it viewedaround the country.

Connotations of theregion/ the brandfrom a cultural view.


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Positioned at the center of the trading routes which tradersfollowed between the east of Arabian peninsula and India,Persia and the far east.

It was the main sea port that has supported the economy ofthe 1st Saudi state before the liberation of Hijaz (west part)

It was the center for the Eastern Province Governor until1953, when the governorate was moved to Dammam.

Historical POV

Qaisaryah Old Market

Al-Oqair Port
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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The view of civilization goes back more than 4000 years atthe time the oasis was inhabited.

The richness of natural resources & devotions of peoplehave made us one of the most civilized & highly productivenations since ages.

The region been very well know for its handy crafts, i.e.goldsmith, potteries, mantle, knitting, boats .. etc

Historical POV
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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Overseas commercial trading has enriched the culture ofthe region due to the exposure to other cultures & normsof other nations.

The discovery of oil in early 30s have had a revolutionary

advancement to education in order to cope up with the

requirement of the industry .

All of that have made Al-Hassa one of the most developeddistricts from an educational/ knowledge base.

Historical POV
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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Al-Hassa is called Hasa by locals which means the sound ofwater under the ground.

It is the agricultural center of the region and hosts the largestdate palm plantation in the world beside a large Varity ofother crops.

The uniqueness of both the soil and the water have helpedAl-Hassa to prosper becoming an icon within the GCC whenit comes to agriculture.

Agriculture POV
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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The uniqueness of agriculture base have contributed to therichens & diversity of crops.

Al- Hassa is very well known for growing the best qualitydates in the world and other crops like: rice, large variety ofvegetables, watermelon, lime .. etc.

It remains to be a key source for agriculture crops consumedwithin the country & other parts of the GCC.

Agriculture POV


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The richness of the land and vegetation have alsocontributed to the diversity of livestock.

Framers raise different types of cattle, i.e. cows, cheeps,goats, camels and chickens for their meat and milk.

Local/ Small farms who used to produce and sell cowsfresh milk were quite popular back in the time.

Agriculture POV
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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Al-Hassa is viewed by local population as the cradle ofcivilization and culture that goes back to the ancient historyof the region.

The people of Al-Hassa are known to be kind, humble,peaceful and highly devoted to what they believe in & do in

life.

Al-Hassa is rich of natural resources and tourist attractionsmaking it a unique destination for beauty & richness withinthe GCC.

Cultural POV
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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All of the above fit very well with the history/ roots of the brand. In fact, this is

part of the brand DNA which has made NADA Self-Efficient having theessentials of how to run a successful dairy business

Historical POV Agricultural POV

Roots to Trading. Diversity of skills and

handy crafts Exposure to other

cultures.

The land & water. Agriculture base. Quality & Varity of

crops.

Cultural POV

How is it viewedaround the country.

Connotations of theregion/ the brand

from a cultural view.

Sufficient expertise when itcomes to commercial

trading & providing quality

products/ commodities.

The Know-How

Best natural recourses &good level of expertise

when it comes to running/operating a dairy farm

The resources

Consumers are passionatetoward Al-Hassa & have a

certain level of pride towardproducts from this region.

The consumer
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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FINALLY...

Below are some are the key watch outs or concerns we might have about agreater focus on the Eastern region:

Focusing more on east would limit potential growth opportunities that existin other markets like south, even in key markets like Riyadh.

Dairy manufacturing is always associated with heavy consumption of waterwhich means an overuse of natural resources and that could be perceivedas a negative sign by the environmentalists.

Aggressive fight back from the market leader, i.e. Almarai. They mightchoose to take this battle further since East region is one of the potential &fast growing markets.
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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EXAMPLES OF BRAND TALKING ABOUT THEREGION WHERE THEY COME FROM

Molson Canadian Beer
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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THANK YOU
http://en.wikipedia.org/wiki/File:Uqair.jpg


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APPENDIX


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Nada Dairy (Other East Region)

DAIRY OUTLOOK

OTHER EAST REGION
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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Dairy Evolution | KSA

867

3640

893

3811

1.3% 3.1%0

500

1000

1500

2000

2500

3000

3500

4000

4500

Sales Volume Million Ltrs Sales Value Million SAR

Volume&V

alue

0%

10%

20%

30%

40%

50%

60%

GrowthVsLY

MAT 11 MAT 12 GROWTH

- Dairy Market growing at steady pace, Noting thehigher value growth than volume.

Dairy Segments Development | MAT12
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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LABAN IS THE

MAJOR

SEGMENT

WITH 39%

CONTRIBUTIO

N TO DAIRY

25 26.8 26.8 26.7 26.9 26.7 26.4 27 26.4 26.1 26.6 26.8 27.2 27.4 27.8

42.7 41.3 39.7 39.4 39.3 39.9 39.7 40.9 44.2 46 42.9 42.4 40.8 39.6 39.2

32.3 33.5 34 33.8 33.5 33.9 32.1 29.4 27.9 30.6 30.7 32 33 33.131.9

0%

20%

40%

60%

80%

100%

MAT11

MAT12

Feb-11

Mar-11

Apr-11

May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11

Jan-12

Feb-12

VolumeShare

FRESH MILK LABAN LONG LIFE MILK

NADA Segments Development | MAT12

40.4 45.1 39.8 40.3 42.7 45 45.7 46 45.2 44.3 44.1 43.348 48.1 46.9

3434

32.3 31.8 32.732.6 31.8 34.5 38.5 39.2 36 35.1 32 31.5 31.3

25.6 27.8 27.9 24.6 22.4 22.519.5 16.4 16.5 19.9 21.5 20.1 20.4 21.820.9

0%

10%

20%

30%40%

50%

60%

70%

80%

90%

100%

MATLY

MATTY

Feb-11

Mar-11

Apr-11

May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11

Jan-12

Feb-12

Volu

meShare

FRESH MILK LABAN LONG LIFE MILK

NadaUnderleverage

d in Lanan andLLM
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wi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- Dairy Location of Sales


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Laban Other East Region

Dairy Vs Nada | Other East | MAT12
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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75.1

16.2

76.1

18.3

1.3%

13.2%

0

10

20

30

40

50

60

70

80

Dairy Nada Dairy

Volume&

Value

0%

10%

20%

30%

40%

50%

60%

GrowthV

sLY

MAT LY MAT TY Growth

Dairy Segments Contribution | Other East | MAT12

44.5

35.6

19.9

LABAN FRESH MILK LONG LIFE MILK

Nada Dairy Segments Contribution |Other East | MAT12

46.544.4

9.2

LABAN FRESH MILK LONG LIFE MILK

14.0%

16.2%

-3.2%

4.2%

-2.8%6.1%

-Nada growingfaster than

category in EastOther East.- Lana and Freshmilk drivingNadas growth.
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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LABAN VS NADA DAIRY

Laban Vs Nada | Other East | MAT12

34.8

7.1

33.8

8.1

-2.8%

14.0%

0

5

10

15

20

25

30

35

40

Dairy Nada Dairy

Volu

ein

illionLtrs

-10%

0%

10%

20%

30%

40%

50%

60%

GrowthVsLY

http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


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- Laban Location of Sales

Nada holds 2nd position and gained 2 6 volume share


48/223

Top Players in East Region |Laban |MAT12

33.7%

21.4%

14.9%

8.3%6.0% 5.6%

2.7% 2.6% 2.4% 1.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

VolumeShare

ALMARAI NADA RAYAN NADEC AL SAFI KOOL PLUS NADA RAHA ACTIVIA ALMARAI VETAL NAJDYA

Players Volume Growth | MAT12

0.8%

10.8%

-27.1%

-4.2%

-21.3%

12.6%

47.7%

-26.8%

25.7%

41.2%

-40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60%

Vol Decline: -2.8

Players Volume Share +/- | MAT12

1.2

2.6

-5

-0.1

-1.40.8

0.9

-0.9

0.5

0.5

-6 -5 -4 -3 -2 -1 0 1 2 3

- Nada holds 2nd position and gained 2.6 volume sharepoints Vs LY, Rayan and Safi losing share points
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


49/223

STILL SOME GAP FOR DISTRIBUTIONFOR NADA AND RAHA.

Brand Position | Other East | Laban | MAT12

010

20

30

40

50

60

70

80

90

100

0 50 100 150 200

Sales Per Point WTD Distribution

WTDDistribution

ALMARAI RAYAN AL SAFI NADA RAHA NADA ACTIVIA
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


50/223

Fresh Milk Other East Region

FRESH MILK VS NADA DAIRY


51/223

FRESH MILK VS NADA DAIRY

Fresh Milk Vs Nada | Other East | MAT12

26

7.3

27.1

8.5

4.2%

16.2%

0

5

10

15

20

25

30

Dairy Nada Dairy

Volu

ein

illionLtrs

0%

10%

20%

30%

40%

50%

60%

GrowthVsLY

http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


52/223

- Fresh Milk Location of Sales

Nada holds 2nd position with + 3 2 volume share


53/223

Top Players in Other East Region |Fresh Milk |MAT12

41.1%

31.4%

11.7%9.2%

5.4%

1.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

VolumeShare

ALMARAI NADA RAYAN NADEC AL SAFI NAJDYA


10.7%

16.2%

-20.9%

8.1%

-29.8%

62.7%

-40% -20% 0% 20% 40% 60% 80%

Vol Growth: 4.2


2.4

3.2

-3.7

0.3

-2.6

0.3

-5 -4 -3 -2 -1 0 1 2 3 4

- Nada holds 2nd position with + 3.2 volume sharepoints Vs LY, Rayan and Safi losing share points
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


54/223

NADA AT PAR IN TERMS OFAVAILABILITY IN IMPORTANT STORES.INCREASE OFF-TAKE

Brand Position | Other East | Fresh Milk | MAT12

0

10

20

30

40

50

60

70

80

90

100

0 20 40 60 80 100 120 140 160 180


WTDDistribut

ion

ALMARAI RAYAN AL SAFI NADEC NADA
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


55/223

UHT Milk Other East Region

UHT MILK VS NADA DAIRY


56/223

UHT MILK VS NADA DAIRY

UHT Milk Vs Nada | Other East | MAT12

14.3

1.7

15.1

1.76.1%

-3.2%

0

2

4

6

8

10

12

14

16

Dairy Nada Dairy

Volu

ein

illionLtrs

-10%

0%

10%

20%

30%

40%

50%

60%

GrowthVsLY

http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


57/223

- UHT Milk Location of Sales

- Nada holds 2nd position with + 3 2 volume share


58/223

Top Players in Other East Region |UHT Milk |MAT12

34.3%

30.3%

11.1%

6.5%

3.0% 1.9% 1.5% 1.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

VolumeShare

SAUDIA ALMARAI NADA AL SAFI SAFIO NADEC AL SAFI AL RABIE RAINBOW


34.3%

30.3%

11.1%

6.5%

3.0%

1.9%

1.5%

1.0%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Vol Growth: 6.2


1.3

0.1

-1.1

-1.1

0.2

-0.5

-0.9

-2.3

-2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5

- Nada holds 2 position with + 3.2 volume sharepoints Vs LY, Rayan and Safi losing share points

NADA TO BE SUPPORTED ON BOTH AXIS
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


59/223

NADA TO BE SUPPORTED ON BOTH AXIS

Brand Position | Other East | UHT Milk | MAT12

0

20

40

60

80

100

120

0 10 20 30 40 50 60 70


WTDDistribu

tion

SAUDIA NADA NADEC AL SAFI SAFIO ALMARAI AL RABIE AL SAFI
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg


60/223

How might a focus on the East enable us to drive the businessahead?

Exercise - Drop one of the least contributing markets, direct resources to east !

11,336.6

10.1

5,194.2

6.3

15,838.931.5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NADA Sales NADA Volume Share

112,688.711,336.6

10.1

15,396.3

1,879.7

12.2

82,510.8

5,194.26.3

50,280.6

12,822.1

25.5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Market Sales NADA Sales NADA Volume Share

TOTAL WEST SOUTH WEST TOTAL CENTRAL TOTAL EAST

X

+6

Fresh Juice

=

+3,016
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BUILDING ON THESE HOME TERRITORIES

1. Good business sense?

2. Brand building? Hofuf?

Eastern region growing quickly

Were second in Eastern region. Weak in Dammam.

High distribution in Dammam, but not getting share advantage vs.Almarai

92% distribution, but only 7.5% share in Dammam.

Almarai just 25.6% with 8.2% share

Operational excellence is a must if we are to prove benefits to retailers

Noticeable on shelf for the Eastern region

We are not able to focus. We just research Jeddah and Riyadh. We takeour eye off Dammam and East.
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Our coolers, etc, are poor in Eastern region

We get chucked in with everyone else

Almarai are winning in class Bs where we could do better. Explains theirability to convert lower distribution into share.

Eastern region growing faster than other regions.

We ARE from Al-Hassa.

We are poor in execution

92% distribution is an opportunity

There are no loss-making regions

Not just about dropping, its about focusing

Al-Hassa is a geographical centre of GCC

4,000 year old civilisation Rich natural resources

Highly skilled craftsmen
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Hasa = the sound of water under the ground

Largest date palm plantation in the world

GCC icon for agriculture

Al Hassa not necessarily known among youth, but famous for qualityamong older

Local view = Al Hassa = cradle of civilisation

The know-how + the resources + the consumer

All the parts to run a perfect dairy

Current consumers are curious
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BUILDS

Are Saudis now more national than regional?

We go far to get you the best 2008 historical ad. Not about regions!


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PACKAGING


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Packaging Trends for NADABahrain, Apr. 2012


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PACKAGING,an essential

contact pointbetween brands and

consumers


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250 millisecondsTime needed for a product to attract a customer andregister in his visual memory.


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A few seconds to make abuying decision


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A limited attention spanOur minds can retain limited information.Simplicity and clear intention

are therefore essential.


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Design has a real impact on

the business:Companies where design plays a key role, usually outperform

those that dont value design.

Source (Financial Times Stock Exchange)
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B-Food Event I CB'a Design Solutions I 07.09.2010

Design can turn a brand into an icon
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Aesthetics are very important. Start with fusing meaning andpleasure with function. Unfortunately, businesses that operateon functionality see aesthetics as fluff.

Claudia Kotchka,

Vice President of Design Innovation and Strategy, Procter & Gamble
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WHAT IS A SUCESSFULPACKAGING DESIGN ?


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WHAT ARE THE RETAILCHALLENGES FACING NADA

TODAY ?

1- COMMODITISATION and howto stand out on shelf
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SPEAK A NEW LANGAGE THE CUSTOMERS


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From talking straight to

straight-talking.

What are the customizable

levers ?1. The brand identity

2. The segmentation consistency

3. The brand universe

4. The different tone and manner

5. The renewed visibility

Trend : from talking straight to straight-talking - Brand identity


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Any name can be consideredToday, brands express their personality thru their names. They differentiate

themselves by using a more direct, surprising and innovative pitch. It is an

invitation to identify and share the brand mindset.

Brands with strong personalitieskeep a low profile.

Trend : from talking straight to straight-talking - the segmentation consistency


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The segmentation by customer need: the brand becomes the service

A need = a brand/product answer

Addressing customer need strengthens the brand essentials and gives it a brand

service look that justifies the product and the line.

Trend : from talking straight to straight-talking the brand universe


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Going beyond the product function and its first benefit in order to bring to the

customer a vision, a brand promise that is more evocative.

Feminity according to Kotex

Suggest a brand vision far beyond product benefit

Trend : from talking straight to straight-talking - the different speeches
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Crunch the customers mindProfilethe customer for which the product was initially created.

An owner mindset and a unique brand signature and still being contemporary

Trend : from talking straight to straight-talking - the different speeches


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The unexpectedPlay on categoriescontradictions and paradoxes

A brand that plays onthe consumption disadvantages of

its own product category

From talking straight to straight-talking - the different speeches
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Faces that tell a storyPortraying the people behind the brands passion conveys the consumers own

passion and creates a strong bond.

Proximity


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1. A face in which the customer recognizes himself

The personification of the packaging helps the consumer to better identify with his/her

brand.

Each label usesa customer photo



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Lifestyles that tell a story

Staging everyday moments brings the brand so much closer to the consumer



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Emotions that tell a storyPlay on emotions by using human faces, through unique and unusual situations.

From emotions to humour .

From talking straight to straight-talking renewed visibility


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The limited editionBy proposing limited editions for mass products, brands acquire new visibility and

customer attraction. generating continuous novelty around the brand

Brands become icons, collectible items

From talking straight to straight-talking renewed visibility
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nada - notes from lhi

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