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FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014

FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014. SUCCESFUL CASES – HONG KONG SUMMER HA DKSH HK. Successful Cases – New Product Listing. Listing of Sweet Lime in 2011  Additional sales of 10,431 Lof Total 25g sachet also increased by 8.5% for existing flavors 2010 total sachet: 59,297 LOF

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FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014

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  1. FISHERMAN’S FRIEND CONFERENCE, JAKARTA 2014 • SUCCESFUL CASES – HONG KONG • SUMMER HA DKSH HK

  2. Successful Cases – New Product Listing • Listing of Sweet Lime in 2011 Additional sales of 10,431 Lof • Total 25g sachet also increased by 8.5% for existing flavors • 2010 total sachet: 59,297 LOF • 2011 total sachet (exclude sweet lime): 64,337 LOF • Sweet Lime ranked No. 3 in HK product range and contributed over 18,000 LOF of sales in 2013 • Listing channels: • 7-11 • Mannings • Watson’s • Wellcome • Park’n Shop • CRV • OK (2013)

  3. Successful Cases – Launch of Zip Lock Pack • Sachet 25g changed to Zip Lock Pack since May 2010, it is more convenient and widely accepted by consumers • Flavor changed to ZLP: Lemon, Mint, Mandarin & Original 50.7%

  4. Successful Cases – Launch of Zip Lock Pack

  5. Successful Cases – Check out display in Wellcome • All year round front end check out display in Wellcome since 2010 • Limited space in confectionary shelf, throat drop product used to display on the top level and difficult to reach • With front end check out, product display is improved to drive impulse purchase • Wellcome sales increase from 2,630 Lof in 2009 to 4,042 Lof in 2010 (increased by 53.7%) 53.7%

  6. Successful Cases – Change from confectionary to Throat Drop Section in Mannings 52.8% • MNS Avg. monthly sales increased by 52.8% after moved to HBA section, reasons as below: • Better position and display on shelf eg. 2-3 SKUs in HBA section vs. 1-2 SKUs in Confectionery • More in store display after moved to HBA Section (Dec 12 – Jan 13, Apr 13 vs Mar 12) • Slightly more aggressive pricing promotion was arranged in 2012 compared with 2011

  7. Successful Cases – Instore Advertising • Joined corporate promotions of channels which instore displays included in the package with comparatively less investment e.g. 7-11 Top Brand Award enhance brand exposure in trade level • Display included: Store Wrap, Bunting, Promotion Bay display Store bunting Promotion Bay Store Wrap

  8. Successful Cases – Acrylic Display in 7-11 • Improved shelf display • Increased distribution points for all flavors

  9. Cashier Redemption in CVS • Cashier Redemption in CVS contributed 21% of total sales in 2013 • Last for 1-2 weeks with product display at cashier, highlight in table mat and newspaper

  10. Summary of Successful Cases Check-out display +53.7% Move to HBA section +52.8% New Product (Lime) +10,431 LoF Change to Zip-Lock Pack +50.7% Cashier Redemption in CVS In-store advertising Acrylic Display in CVS

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