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SOUTH AFRICA
JOHANNESBURG CAPE TOWN
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CLIPPA SALES – FISHERMAN’S FRIEND DISTRIBUTOR SINCE 2000
• ORIGINALLY PRIMARILY A TOBACCO PRODUCT DISTRIBUTOR:
• SINCE 2000 SUCCESSFULLY DIVERSIFIED INTO CONFECTIONERY:
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SOUTH AFRICA – SHIPMENTS / IN-MARKET SALES 2000 - 2013
20002001
20022003
20042005
20062007
20082009
20102011
20122013
0100002000030000400005000060000700008000090000
ShipmentsIMS
SHIPMENTS GROWTH VARIED STEADY INCREASE IN IN-MARKET SALES
2013: +20% vs 2012
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RANGE ON SALE FROM 2000 (5) TO 2013 (9)
INCREMENTAL GROWTH – NO CANNIBALISATION CHERRY STRIPE LAUNCHED 2004 – No.1 FLAVOUR – 21%
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DISTRIBUTION
SEGMENT THE MARKET FISHERMAN’S FRIEND
FOOD 50% 25%
DRUGSTORES 25% 40%
FORECOURTS 7% 7%
IND. PHARMACIES 4% 10%
INDEPENDENT RETAIL 10% 5%
“OTHERS” ( TOBACCO ETC) 4% 13%
DEVELOPMENT POTENTIAL FOR FISHERMAN’S FRIEND IN FOOD, AND INDEPENDENT RETAIL
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THE COMPETITION
CATEGORY COMPETITOR
THROAT / COUGH LOZENGE HALL’S
MINT/ BREATH FRESHENERS WILSON’S XXX
BEACON MINT IMPERIALS
SMINT
ECLIPSE
TIC TAC
FISHERMAN’S FRIEND COMPETES IN TWO CATEGORIES; THROAT WHERE THE ONLY COMPETITOR IS HALL’S,AND MINT, WHICH IS DOMINATED (80%) BY XXX, AND IMPERIALS. FISHERMAN’S FRIEND SHARE IS 3% IN VOLUME, AND 6% IN VALUE
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MARKET PRESENCE
DISTRIBUTION:• PRESENT IN ALL MAJOR
CHAINS:– Shoprite– Checkers– Pick’n’Pay– Spar– Dis-Chem– Clicks
MARKETING ACTIVITIES:• SAMPLING• PRINT• NATIONAL CONSUMER
PROMOTION– (DIS-CHEM DRUGSTORES)
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NATIONAL CONSUMER PROMOTION WITH DIS-CHEM PHARMACY/DRUGSTORE OUR NO. 1 CUSTOMER
(May – Sept.)
THE PRIZE!
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PROMOTION IN INDEPENDENT PHARMACY
THE PRIZE!
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SOUTH AFRICA 2000 - 2013 – A SUCCESS STORY
• HIGHLY PROFESSIONAL, COMMITTED DISTRIBUTOR• GOOD VOLUME GROWTH IN MARKET WITH LIMITED
DISPOSABLE INCOME• DETERMINATION TO CONTINUE IN SAME VEIN• OUTSTANDING ACHIEVEMENT AWARD IN 2013
JOHANNESBURG CAPE TOWN