2004 Turning the Map a Deeper Purple, Presentation by Jean...
Transcript of 2004 Turning the Map a Deeper Purple, Presentation by Jean...
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Jean-Marc SaubadeMD, Western Europe
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• One winning strategy for two countries
• Advantage of multi-category participation
• Focus, Investment, Speed
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Chewing-Gum Market Shares (%)
Hollywood
- Sugar
- Sugar free
45.3
15.0
30.3
47.0
11.2
35.8
49.9
8.6
41.3
2002 2003 2004 Ytd
Source : Nielsen Grocery – Market share in value – Ytd P9
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Chewing-Gum Market Shares (%)
Hollywood
- Sugar
- Sugar free
45.3
15.0
30.3
47.0
11.2
35.8
49.9
8.6
41.3
2002 2003 2004 Ytd
Source : Nielsen Grocery – Market share in value – Ytd P9
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Chewing-Gum Market Shares (%)
Source : Nielsen Grocery – Market share in value – Ytd P9
Cadbury Schweppes
- Hollywood
- Other brands
51.0
45.3
5.7
51.0
47.0
4.0
52.9
49.9
3.0
2002 2003 2004 Ytd
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Chewing-Gum Market Shares (%)
Cadbury Schweppes
- Hollywood
- Other brands
51.0
45.3
5.7
51.0
47.0
4.0
52.9
49.9
3.0
Wrigley’s
- Freedent
- Other brands
48.3
34.2
14.1
47.5
30.8
16.7
45.4
32.1
13.3
Others 0.7 1.5 1.7
Source : Nielsen Grocery – Market share in value
2002 2003 2004 Ytd
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Chewing-Gum Market Growth (%)
Source : Nielsen Grocery – Value
Market growth +16.2 +10.7 +7.1
2002 2003 2004 Ytd
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Chewing-Gum Market Growth (%)
Source : Nielsen Grocery – Value
2002 2003 2004 Ytd
Market growth +16.2 +10.7 +7.1
Hollywood +20.8 +14.9 +16.6
Wrigley’s +21.0 +8.9 (0.1)
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• Hollywood masterbrand
• Cadbury France leadership and multi-category business model
Two Competitive Advantages
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• Brand awareness
• Best taste
• Best availability
• Largest variety
• Brand that I trust
• Preferred brand
Best brand for young peopleBest brand for young people
Hollywood Brand Image: N° 1
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Chewing-Gum Market Segmentation
TO TAKE CARETO TAKE CARE
DENTAL CARE
FRESH BREATH
WELL BEINGWELL BEING
STIMULATION
VAPOUR ACTION
NATURAL
PLEASUREPLEASURE
UNCONVENTIONAL
FUN
INDULGENCE
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The Problem
• Power brand
• Market segmentationnot covered
• Inferior product quality
• Sugar based
• Sticks
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The New Deal
• Power brand
• Market segmentationnot covered
• Inferior product quality
• Sugar based
• Sticks
• Masterbrand
• Sub-brands / Innovation
• Superior product quality
• Sugar free
• Pellets
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New Hollywood Range :
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Bang / Oxygen
Hollywood BangHollywood Bang Hollywood OxygenHollywood Oxygen
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• Hollywood masterbrand
• Cadbury France leadership and multi-category
business model
Two Competitive Advantages
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Nestlé : 11.4 %
Ferrero : 10.8 %
Kraft : 10.3 %
Lindt : 7.7 %
Wrigley’s : 7.2 %
Mars : 6.1 %
Haribo : 2.5 %
Others : 16.3 %
PLB : 9.9 % Cadbury : 17.8 %
Cadbury is the Leading Confectionery Company via Multi-category Participation
Source : Nielsen Grocery 2003 – Market shares in value
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52.4
51.9
47.6
46.3
42
44
46
48
50
52
54
From
28/08/00
to
24/09/00
From
25/09/00
to
22/10/00
From
23/10/00
to
19/11/00
From
20/11/00
to
17/12/00
From
18/12/00
to
14/01/01
From
15/01/01
to
11/02/01
From
12/02/01
to
11/03/01
From
12/03/01
to
08/04/01
From
09/04/01
to
06/05/01
From
07/05/01
to
03/06/01
From
04/06/01
to
01/07/01
From
02/07/01
to
29/07/01
From
30/07/01
to
26/08/01
SOM Carrefour Cadbury Gum
SOM Carrefour Wrigley's Gum
2001 New Planogram
+8.2% SOM
Chewing-Gum Market Shares at Carrefour
Source : Nielsen Scantrack - Carrefour
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Hot Zone Management
• 96 % of stores equipped with cash-out displays
• + 20 % share of gum in displays
• + 4 ppts share of Hollywood
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Picture: Tower Hollywood / Hollywave
Hollywood TowerHollywood Tower HollywaveHollywave
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Picture: Hollywood Promotions
BEFOREBEFORE AFTERAFTER
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Multi-category Promotion
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Cadbury France Acquired Brands
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Cadbury France Masterbrands
GUMGUM CHOCOLATECHOCOLATE SUGARSUGAR
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Cadbury France Market Shares: Gum, Chocolate, Sugar (%)
Source : Nielsen Grocery – Market shares in value – Ytd P9
+/(-) vs last year2004 Ytd
Gum 52.9 +2.9ppts
Chocolate moulded 12.0 +0.5ppt
Chocolate drinks 25.1 +0.6ppt
Sugar 36.4 +0.9ppt