the launch - ecr ireland · 2019. 9. 20. · source nielsen, new product development launches...
TRANSCRIPT
CONFIDENTIAL
The Launch
New Product
Developments
(NPD) were
Worth
€12.5m
NPD Sales
were up
250%
Ice Cream
Delivered an
ADDITIONAL
€21M
Source: The Nielsen Company , In home & OOH ice cream MAT December 2018
Innovation and Excitement is Key for the Ice Cream Category
What is our Ice Cream Firework for 2019?
Introducing….
CONFIDENTIAL
KINDER BET TEMPLATE – PAGE 6
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Born in Confectionary …
Kinder is the #2 Top Confectionary Brand in IRELAND*
Source: The Nielsen Company, Top 100 Brands Checkout 2018
BAKERY
CHILLED
CHOCOLATE CONFECTIONARY
KINDER BET TEMPLATE – PAGE 7
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Two Brands
for Two Target Audiences
Seek a
Family
Connection
Conscientio
us Mums
Big on
Brands
Excitement
Looking for
a light
Hearted
Moment
Chocolate
Pleasure
Seekers
Prioritise
Family
Values Nostalgia
Over 1.5
millionNearly 1
Million
KINDER BET TEMPLATE – PAGE 8
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When Launching Kinder Ice Cream –
We Wanted to Create Maximum Awareness Early in the Season
KINDER BET TEMPLATE – PAGE 9
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Ambassadors Doireann Garrihy
Kinder Bueno Ice Cream
Create Awareness
Reach:
848,209
KINDER BET TEMPLATE – PAGE 10
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Create Awareness
Ambassadors
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Baz Ashmawy
Kinder Ice Cream
Reach:
266,806
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Personalised Drops
Rosie Connolly
274K Followers Today FM Facebook
539K Followers Darren Kennedy
48.9K Followers
1.4Million Social
Media Reach
Create Awareness
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Kinder Went Viral
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2.25Million Media
Reach
Create Awareness
KINDER BET TEMPLATE – PAGE 13
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Retailers Nationwide got on Board!
CONFIDENTIALCreate Awareness
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Bringing Kinder to Life in the Grocery and
Convenience Channel Through Distribution
Create Awareness
• No promotions
• Strong Distribution
After 5 Weeks in
Market we Achieved
80% Distribution on the
Kinder Cone and
Sandwich in IH
Source: The Nielsen Company, 2019
KINDER BET TEMPLATE – PAGE 15
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Targeting Consumers in Different Channels
Strong Visibility is Key
After 7 Weeks in
Market we Achieved
90% Distribution on the
Cone in OOH
Source: The Nielsen Company, 2019
Create Awareness
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Creating Awareness Isn’t Enough
We then Needed to Accelerate Demand
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Accelerate Demand
Path to Purchase Media
Outdoor Visibility Around
Point of SaleVisibility in
Shopping Centres
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Driving Trial and Purchase Through SamplingAccelerate Demand
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Kinder Launch Plan – Summary
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March
April
May
June
July
August
September October
November
Create
AwarenessPre Ice Cream
Season
Accelerate
DEMAND
During Ice Cream
Season
Continue to
Drive DemandOutside of Ice
Cream Season
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Continue to Drive
DemandExtending the Season
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Continue to Drive
DemandFashion and Ice Cream??
Page Following:
Over 3 million Page Following:
Over 2 million
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The Good Stuff
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*Combined In Home and Out of Home Ice Cream, Total Scantrack data (excl. Dunnes and Discounters)** #2 Brand in terms of Units ShareSource: The Nielsen Company, Total Scantrack data (excl. Dunnes and Discounters), data to 11th August 2019
€2.7mRSV (26 Weeks in
Market)
8%*Share of Total Ice
Cream after 6 Weeks in
Market
26%Share of Total Ice
Cream NPD
#2**Brand in Convenience
in First 8 weeks
90%Weighted Distribution
of Kinder cone in First
8 weeks
CONFIDENTIAL
Source Nielsen, New Product development launches within Grocery, Confectionery, Bakery and Frozen - brand launches new to a category Total market including discounters (August 11th 2019).
Kinder Ice Cream is the Number One NPD in
Value Sales for 2019 Across All Grocery Categories
KINDER BET TEMPLATE – PAGE 24
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Top Tip: Believe in Your Brand
Demand
Distribution
Results
Hype
Excitement
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Thank You