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Strategic Collaboration and Diversification for Business Sustainability Phil Sims

Strategic Collaboration and Diversification for Business Sustainability Phil Sims Chief Executive Officer. Commenced 1908 – 4 th Generation Family Business Robern – Fruit – Dried, Glace, Canned, Dehydrated Menz – Confectionery & Biscuits since 1850 acquired in 1992

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Strategic Collaboration and Diversification for Business Sustainability Phil Sims

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  1. Strategic Collaboration and Diversification for Business Sustainability Phil Sims Chief Executive Officer

  2. Commenced 1908 – 4th Generation Family Business Robern – Fruit – Dried, Glace, Canned, Dehydrated Menz – Confectionery & Biscuits since 1850 acquired in 1992 Menz FruChocs – 2005 Official SA Icon (National Trust)

  3. Market Position.... Niche Player – Global Confectionery and Fruit Snacks market Dominated by multi-national brands Growth of globalisation and private label Retail Market concentration Manufacturing in Australia – increasing cost base

  4. Remain Sustainable .... Avoid commoditisation Point of difference – S.C.A. Build brands – niche market strategy Spread risk Diversify – new market & product channels Localisation Collaborate – cross promotional opportunities & co-manufacturing Build supplier partnerships with in Australia & Overseas

  5. Brand Building .... Bring the brand front of mind with consumers Develop strategic partnerships to leverage each others strengths Promote ‘local’ and ‘community’ Build network of fans – Personal/Celebrity endorsement & engagement Have fun with the brand

  6. Partnerships .... Cross Promotions / Partnerships include: Golden North ~ Menz FruChocs IceCream Foodland/Little Heroes ~ Jelly Confectionery

  7. Partnerships .... Cross Promotions / Partnerships include: Kytons ~ FruChoc Hot Cross Bun - Diversification - Multiple revenue streams

  8. Sunrise – Hot Cross Bun

  9. Partnerships .... Channel 9 Telethon, Wallis Cinemas ~ Take 9 Card - Localisation - Strategic – Cinema experience

  10. Partnerships .... Prostate Cancer Foundation - Channel 9 – Triple M - 4 way Partnership - Celebrity endorsement - PCFA – Awareness ‘Men to get tested’

  11. SocialMedia .... 34,000 Fans – 80% SA Based – 20% Expats Facebook

  12. Social Media .... Twitter - 2397 followers - Market research & communication - Personality engagement

  13. Celebrity Endorsement .... Dick Smith – FruChocs Hot Cross Bun Eddie McGuire Fitzy & Shaun Micallef

  14. Community Engagement .... Mr FruChoc Dubai – Crows v Collingwood Twenty20 Cricket – Adelaide Oval ZacEfron – Hollywood Premier ‘The Lucky One’ SAFM’s GIANT FruChocs Ball

  15. Diversification .... 3 Shops, 1 licensee, online, pop up SA Focus – leverage iconic brand strength Tourist retail model

  16. Diversification .... Co Manufacturing focus Built our capabilities, capacity & business systems 2 way strategic advantages Identify & Specialise in what your good at – S.C.A. Out Source partnerships – upstream & downstream

  17. Remain Sustainable .... Avoid commoditisation Point of difference – S.C.A. Build brands – niche market strategy Spread risk Diversify – new market & product channels Specialise vs generalise Collaborate – cross promotional opportunities & co-manufacturing

  18. Thank you

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