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GreenVale/Tesco V0.5

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by

Elisabetta Bruno

on 2 May 2018

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Transcript of GreenVale/Tesco V0.5

Cant see if they are British
Potatoes Categorgy Performance Snapshot
Market Picture
Our Targets
Core Plans
Content
Content
Content
Content
Summary
Content
Content
Content
Content
Organics Plans
Core Plans
Finest* Plans
Seasonal Plans
£40m
category opportunity identified by DC (over 3 years)
Grow Finest to 10% of total category
£39m
, currently
£21m
Double Organic to
£6.5m
, currently
£3.2m
£3.2m
£6.5m
£21m
£39m
Grow Seasonal to
£20m
, currently
£15m
£15m
£20m
Tesco Fresh Potatoes Growth Plan
Organics Plans
Content
Content
Content
Content
Summary
0
0.5
1.0
1.5
2.0
2.5
-0.5
-1.0
-1.5
-2.0
-2.5
-0.7
Spend (£000)
-1.9
Volume (000Kg)
-2.3
Penetration %
1.7
Frequency
-0.7
Trips (000)
1.2
Average Price (£)/(Kg)
We need to drive
Volume &
Penetration
Our plan delivers
£XX
sales growth
How we think we can help deliver this:
Grow Core to...
Finest* Plans
Potatoes
Jacket Potatoes
Salad Potatoes
Roasting Potatoes
Red
Potatoes
Value (£)
Volume (Kg)
-7.4%
-22.6%
-21.6%
-13.4%
-34.4%
20.1%
Finest* Sales % change ending 02/01/16
Finest* Current Performance
52 Week
12 Week
4 Week
Time now to tell the story of Finest*
Opportunities for product improvement & NPD
Need to re-set & build the Finest* offer
Lots of changes recently to the range
Finest* Potatoes
Need to get Finest* Potatoes back on track
Establish the very best varieties for customers

Implement a Trade plan to drive trial

Use customer communications to raise awareness and build the brand story

Georgina & Soraya
Current Variety
3,365
tonnes
Volume
2015/16
2016/17
7,500
tonnes
£XM
Sales growth over X years
Our Target
Finest* Jacket Potatoes
Georgina & Soraya
Current Variety
3,800
tonnes
Volume
2015/16
2016/17
7,500
tonnes
Performing well year on year
Again we need to establish the best varieties

Use Seasonal opportunities to trade up shoppers e.g. January healthy eating/bonfire night

Finest* Salad Potatoes
Venezia
Current Variety
4,500
tonnes
Volume
2015/16
2016/17
5,200
tonnes
Venezia now established as the single variety

Use trade plan and seasonal marketing to drive sales

Greenvale continuing work on next generation of Finest Baby varieties

Finest* Roasting Potatoes
Mayan Gold
Current Variety
180
tonnes
Volume
2015/16
2016/17
600
tonnes
We need to get the basics right:

Plans to significantly increase volumes next season

Improved variety, Mayan Rosa planned for 2017 onwards

Finest* Red Potatoes
Red Fantasy & Laura
New
Variety
Volume
2016/17
4,000
tonnes
Launch of Finest* Red pack planned August 2016

Launch PR and marketing is crucial

Two varieties at launch

Chance to deliver incremental growth to Finest* range

£XM
Sales growth over X years
Our Target
£XM
Sales growth over X years
Our Target
Packaging needs a window

Tell customers about name change


£XM
Sales growth over X years
Our Target
£XM
Sales growth over X years
Our Target
Finest* Marketing
Telling the story of Finest*
Maximise awareness for Finest* range
Use a range of activity to trade up customers throughout the year

See Jersey Royals case study later in the presentation for more information

What type of shoppers drove Tesco’s Potato growth over Christmas?
Although some new shoppers did contribute positively to growth, it was predominantly repeat shoppers that drove Tesco’s growth.
Tesco should be looking to the shoppers they already have in store rather than trying to attract new ones.
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-2
-4
-6
-8
05 Feb 12
04 Mar 12
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29Apr 12
27 May 12
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11 Nov 12
09 Dec 12
06 Jan 13
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30 Mar 14
27 Apr 14
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20 Jul 14
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12 Oct 14
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07 Dec 14
04 Jan 15
01 Feb 15
01 Mar 15
29 Mar 15
26 Apr 15
24 May 15
21 Jun 15
19 Jul 15
16 Aug 15
13 Sep 15
11 Oct 15
08 Nov 15
06 Dec 15
03 Jan 16
Net New/Lost
Repeat
Total
Kantar WorldPanel data, 52 weeks to 3rd January 2016
Kantar WorldPanel data, 4 weeks to 3rd January 2016
Total growth from plan
£xx
+£18m
+£3.3m
+£5m
+£XXm
Source: IRI Tesco KAD data to 2nd January 2016
Own the online space for Premium potatoes

Join-up the story in store

Deliver ‘brand plans’ for each product with Tesco produce marketing team
Tell story of each Finest* product through PR and social media


Finest* Pack design - Customer insights
Finest* Packaging - New sub-straits & formats
Finest* added value
Online research through Greenvale’s community panel with 253 respondents (58% Tesco Finest customers), exploring:

Why shoppers purchase premium fresh potatoes
How much influence packaging plays with purchase decisions
What they like/dislike about the current range of premium packs across the market
Top 3 Reasons for Purchasing Premium Potatoes
Top 3 Reasons for
Not
Purchasing Premium Potatoes
Top 4 important statements when buying premium potatoes

1.
2.
3.
1.
2.
3.
1.
2.
3.
4.
Tastes Better
Specific variety attracted me
Better quality than other potatoes
Happy with what I currently purchase
Too expensive
No fresher than other potatoes
I want to see the potatoes inside
I want to see the variety name on the front
I want to know where the potatoes have been grown
I want to know what the main use of the potato is for
80%
79%
75%
90%
88%
82%
88%
95%
75%
Finest* Packaging is prefered over all others
70%
Tesco Finest Packaging is the most preferred design
but is the simplicity that is splitting opinion.
Simple & sophisticated
Natural & traditional
Gives a look of being in a paper bag
See through packaging
Clear & unfussy
Paper will help the potatoes stay fresh
Dislikes
Dull on brown
Doesn’t look premium
Gives a look of being in a paper bag
Ordinary packaging
Likes
King Edwards
Charlotte
Maris Piper
Unspecified
Currently no Finest* Potato varieties used in Finest* prep, chilled or frozen products
?
Option to link in out grades to processing
Provides a more consistent Finest* offer for customers

Virtually eliminates potato waste from the supply chain

Organics Plans
Organic current performance
Optimise Organic price & pack sizes
Organic trade plan
Improve Organic Packaging
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30
20
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0
-10
-20
-30
Value
Units
Volume
Full transcript