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GreenVale/Tesco V1.3

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by

Elisabetta Bruno

on 2 May 2018

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Transcript of GreenVale/Tesco V1.3

Jersy Royals New Potatoes
Range & Events
Potatoes Categorgy Performance Snapshot
Category Picture
Our Targets
Organics Plans
Core Plans
Finest* Plans
£40m
category opportunity identified by DC
Double Organics to £6m

£3m
£6m
£19m
£37m
Double Finest to £37m
£15m
£20m
Tesco Fresh Potatoes Growth Plan
Seasonal Plans
Grow Seasonal New Potatoes to
£20m
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
£56m
sales growth
Our plan delivers £56m sales growth:
Grow Core to £224m

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* 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

Which customers drive Tesco’s potato growth?
0
2
4
6
8
10
-2
-4
-6
-8
05 Feb 12
04 Mar 12
01 Apr 12
29Apr 12
27 May 12
24 Jun 12
22 Jul 12
19 Aug 12
16 Sep 12
14 Oct 12
11 Nov 12
09 Dec 12
06 Jan 13
03 Feb 13
03 Mar 13
31 Mar 13
28 Apr 13
26 May 13
23 Jun 13
21 Jul 13
18 Aug 13
15 Sep 13
13 Oct 13
10 Nov 13
08 Dec 13
05 Jan 14
02 Feb 14
02 Mar 14
30 Mar 14
27 Apr 14
25 May 14
22 Jun 14
20 Jul 14
17 Aug 14
14 Sep 14
12 Oct 14
09Nov 14
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
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* Packaging - New sub-straits & formats
Finest* added value
Finest* Pack design customer insights
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

Organic current performance
50
40
30
20
10
0
-10
-20
-30
Value
Units
Volume
-6.6%
5.5%
-12.2%
-5.6%
29.6%
49.3%
-12.5%
-13.5%
-5.3%
52 Week
12 Week
4 Week
Organics Plans
Our Targets
3 Stage plan
to £6.5m
DOUBLE
Volume in 3 years
DOUBLE
1
Optimise price & pack size
Improve Packaging
Trade Plan
2
3
Organics Price & Pack Sizes
Improve Organic Packaging
Organic Trade Plan
Previously
£
£2.00
2Kg
£
£1.50
1.5Kg
Now
Previously
£
£1.70
1.3Kg
£
£1.00
750g
Now
Increasing premium look and feel via paper/ textured print
Window in pack – as number one priority for customer visibility of product

Maintain / communicate ‘natural’ on pack – grower & environmental messages


Organic included in conventional promotions
Organic category promotions 3 for 2 etc.
Support through Organic September
Organics in Express
3
2
for
Cypriot New Potatoes
Majorcan New Potatoes
Jersy Royals New Potatoes
Cornish New Potatoes
Italian New Potatoes
Aryshire New Potatoes
January
Febuary
March
April
May
June
July
August
September
October
November
December
Category Value Share
Seasonal New Potatoes - Range
Cypriot New Potatoes
Ayrshire New Potatoes
Cornish New Potatoes
Italian New Potatoes
5%
1%
66%
24%
2%
2%
Seasonal New Potatoes - Jersey Royals
Variety Reduction Plan
2014/15
2015/16
2016/17
Blocked production for more consistency
Varieties
Delivering a step change in taste through Sensory Panelling
Range & Events
Review pack size for core SKUs
4 Pack bakers - packaging

Highlight New Season UK products

2
Support seasonal events:

Core Potatoes
Core Performance
10
8
6
4
2
0
-2
-4
-6
Value
-0.9%
-7.5%
Units
Volume
52 Week
12 Week
4 Week
Core Potatoes Plan
-8
0.7%
2.6%
2.2%
3.9%
9.5%
4.1%
0.8%
1
Improve consistency
3
Continious Improvement
Core being driven by maincrop performance
In NSB Charlotte is performing well

Customers are trading up to named variety packs across core
Delivering a consistently high quality core product will drive repeat sales
Re-introduce 5kg white pack

Bonfire night bakers
Support National Potato week
5Kg
£194m
£224m
Continuous Improvement - Virtual Reality testing
Continuous Improvement Online
Greenvale have the option of using Virtual Reality software to test:
Quick turnaround customer KPI research
Propose to introduce this for Tesco Potatoes category driven by Greenvale

Summary
Opportunity to drive £40m incremental sales in Potatoes category
Continue to support core range delivering a better customer experience


Deliver solid plans to drive Finest*, Organics and Seasonal

Focus on telling the story to drive trial/penetration

Improve the offer using range, varieties, packaging, online and in store

Use customer insight to inform decisions


Greenvale and Branston to work closely with Tesco team to deliver for the category


Seasonal New Potatoes - Jersey Royals
consumer communications plan
Jersey Royals - Plan
Jersey Royals
Variety
Use consumer communications channels to tell the story

1
Pack Size & Range
Price & Promotion
2
3
Communications
Use a dual pack size strategy to broaden appeal throughout the season

Ensure promotional prices drive category value and volume

1
2
3
4
5
Build anticipation of the Jersey Royal season
Remind shoppers that Tesco Jersey Royals are
back in store
Encourage new trialists

Retain and grow frequency via loyal customers

Inspire and educate all customers about the variety

Tesco week 5
Tesco week 6
Tesco week 7
Tesco week 8
Tesco week 9
Tesco week 10
Tesco week 11
Tesco week 12
Tesco week 13
Improved Pack Design
450g Pack
1Kg Pack
750g Pack
Front of store space tba
Yammer competition tba
Tesco Magazine
Social Media
Google Ads
Youtube Films
PR Stories
Depot trial remove Baby 1Kg
Customer Feedback
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
Extremely strong units performance and value
Recent change in pack size & new more attractive price point driving sales

Some loss of volume but trend is improving
Jersey Royals Seasonal Plan
Tesco week 14
Tesco week 15
Tesco week 16
Tesco week 17
Tesco week 18
Improved pack design through project Abigale
Additional feature space in store
Tesco Magazine May edition editorial feature
‘How to cook the perfect Jersey Royal’ recipe film on You Tube and Facebook with click to buy link

Google display and search advertising with click to buy link

Social media PR
PR stories online and in print
Colleague support
POS
Planogram & Merchandising
Ranging & Category Management
New Product Shelf Impact
New Store Design
POS Campaign Pre Testing / Evaluation
Touchpoint Effectiveness
Price & Promotion
Packaging Changes
Actual Contribution (000,000s)
+£30m
+£3m
+£18m
Grow Seasonal to £20m
Total growth from plan
£56
+£5m
Finest* Plan
Deliver £18m sales growth
Identify the very best varieties for customers
Make the most of packaging

Maximise awareness for Finest* range
Trade up customers throughout the year

Tell story of each Finest* through PR and social media
Own the online space for Premium potatoes
Join-up the story in store
Deliver ‘brand plans’ for each Finest* product

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

Full transcript