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National Broker MeetingOctober 19, 2017
Overview:
• Opening Comments
• YTD Sales Performanceo Sales Progress
o Core/Extension/Stretch
• Marketing Updateo Innovation – Stretch the Category!
▪ Category Manager Presentations
• Key Driver’s to Success
• Housekepping and Q&A
1
A Global Network!
2
Pulmuone Foods USA: Perfect Combination of Mega Trend Alignment, Core Competencies & Intensive Investment to realize our Category Vision
STRATEGIC PRODUCT PORTFOLIO
CAPITAL INVESTMENT
• Equipment upgrades & BIC Cost, Quality &
Efficiency
• Expanded product scope & capabilities
• New processing & packaging
$15M
Past
18
Month
s
$40M
Ear
Marke
d
Core/Extension/
Stretch
9
Source: Financial Reports FRx YTD P12
Sales PerformanceCore/Extension/Stretch
10
STRETCHEXTENSIONCORE
▪ Perception: Hard to Prepare
▪ Behavior: High Involvement
▪ Perception: Easiest to Prepare
▪ Behavior: No Involvement▪ Perception: Easier to Prepare
▪ Behavior: Moderate Involvement
▪ Water Packed Tofu▪ Asian Pasta▪ EVK Salsa
▪ Tofu Baked▪ Vac Pack▪ Dumplings▪ Go Bowl
▪ Toss’ables ▪ Pro Cups
“Taking Back the Streets” - Core
11
Close the Gap!
• Increase Twin Pack ACV to minimum of 35%
o Achieve 80% “In-Store Fill Rate”
• Use Price brand (only when necessary) – Azumaya
• Asian Pasta - “Keep out the Dragon”
o Execute Noodle program
• Expand Micro Cluster Sets
• Regionally Launch EVK Salsa
• Win the Shelf War!
* Assumes ACV target is achieved by Q4 2018
“Taking Back the Streets” - Extension
12
Expand our Presence!
• Continue the success of Baked Tofu. Expand ACV
Distribution from 30% to 40%
o Go back to those who have not gotten on board
• Relaunch/Re-establish Vac Pack
o Revisit “Early Adoptors” and Expand Distribution
o 35% ACV – In-Store Fill Rate 80%
• Expand Dumpling ACV Distribution “Drive for Two”
o Current ACV 15% with an In-Store Fill rate of 30%
o Target ACV 30% with an In-Store Fill rate of 80%
• “Go Bowls” set record for NPD launch of 45% ACV
o Maximize launch ACV to activate regional
marketing overlay
* Assumes ACV target is achieved by Q4 2018
“Taking Back the Streets” - Stretch
13
Stretch the Category!
• Toss’ables set ACV record of 45%
o Maximize launch ACV to activate regional
marketing overlay
• Concept sell Phase II stretch portfolio
o Silken Creations (“Pro-cups”)
o Super Skillets – Quick Bakes
• Execute “Plant Based Protein” & “Asian Bistro” sets in
targeted Retailers
o Working with Tier I strategic design firm
• Implement B2C E-Commerce platform o Deliver specific strategy for Key Supermarket &
Internet-Based Retailers
* Assumes ACV target is achieved by Q4 2018
Marketing Update
▪ Team Structure
▪ Tofu Category
▪ Sauce & Pasta Category
▪ Asian Category
▪ PMA Update
Marketing Update
Tofu Update
▪ Tofu Category performance
▪ What’s New
✓Vacuum-Packed Tofu
▪ What’s Coming
✓ Toss’ables
✓ Silken Creation (2018 Market Test!)
Tofu Category Agenda
+3.7%
+3.5%
+12.7%+13.3%
52 wks 24 wks 12 wks 4 wks
Total Tofu
Source: Nielsen Syndicated Date ending 09/23/17
52 week 3.7% growth rate, a slow down from 2016, but showing signs of rebounding
Tofu Category Reaches
Annual Sales of $65M, +$3.6M
61.161.362.662.762.562.662.662.862.762.863.464.064.7
'16Sep
Oct Nov Dec '17Jan
Feb Mar Apr May Jun Jul Aug Sep
Total Moving Annual Sales, Tofu, $MTotal Tofu % Growth
Source: Nielsen Syndicated Date ending 09/23/17
Pulmuone is the market leader
in dollar and unit volume!
NASOYA38%
PRIV LABEL17%
AZUMAYA8%
WILDWOOD
4%
ETHNIC1%
HOUSE20%
OTHER12%
$ Volume 68% Share
NASOYA31%
PRIV LABEL21%
AZUMAYA9%
WILDWOOD3%
ETHNIC1%
HOUSE23%
OTHER12%
Unit Volume 65% Share
Source: Nielsen Syndicated Date ending 09/23/17
58%60%
1% 4%
44%
-5%
-24%-15%
-36%
-1%
48%
-7%
-60%
-40%
-20%
0%
20%
40%
60%
80%
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
PR
EMIU
M E
XTR
A F
IRM
16
OZ
PR
EMIU
M F
IRM
16
OZ
OR
GA
NIC
EX
TRA
FIR
M 1
2 O
Z
OR
GA
NIC
FIR
M 1
4 O
Z
PR
EMIU
M M
EDIU
M F
IRM
16
OZ
PR
EMIU
M S
OFT
14
OZ
TOFU
STE
AK
SEA
SON
ED 1
9 O
Z
PR
EMIU
M E
XTR
A F
IRM
12
OZ
PR
EMIU
M F
IRM
14
OZ
OR
GA
NIC
MED
IUM
FIR
M 1
4 O
Z
DH
A O
MEG
A E
XT
RA
FIR
M 1
2 O
Z
WO
K M
E U
P T
ERIY
AK
I 11
.5 O
Z
$ Sales % Change VS YAG
▪ Primary growth for House comes from 2 SKUs, Premium Extra Firm & Firm▪ Innovation Go Umami Baked Tofu Bar 3 SKUs $53K earned since launch
House Foods Growth Coming from Core SKUs
Distribution Growth, not through Innovation
What’s New!
Unique in the marketplace!
Fresh new graphics and bright coloring
One of a kind for Tofu category, utilizing MultiVac technology with highest quality standards
16 oz net weight
Super Firm texture
15 g of protein per serving; 29% DV
Gluten Free, Dairy Free, Vegetarian, Vegan
Certified Organic, Non-GMO Project Verified & Kosher
Introducing NEW & Improved Nasoya
Super Firm Organic Vacuum-Packed Tofu!
Nasoya VacPack is pressed, drained and ready to cook. A quick and convenient protein, perfect for #meatlessmondays
Consumer Insight✓ Consumers are more likely to try tofu if the steps in preparation are minimized. Perfect for the
novice tofu consumer.
How This Will Grow the Category✓ New visually appealing and recognizable packaging will bring millennials who are unfamiliar with
tofu preparation to the category.
Vac Pack is the “bridge” SKU between
Waterpack and Ready-to-Eat
Familiarity with other vacuum-packed products (e.g. cheese)
Waterless package format is freezer ready
Consumers like to touch and see what they buy
Despite comfort level with water packed tofu, experienced users cite a perceived freshness benefit of vacuum-packed tofu
Vacuum Packaging has benefits for
Tofu novices and experienced users
What’s Coming!
Toss’ables takes TofuBaked to the next level with more unique flavors
making it simple for the consumer to add to their favorite dish
• Exciting bold mainstream familiar flavors to bring new consumers to the category- Balsamic Vinaigrette and Garlic Herb!
• Gluten Free, Vegetarian, Vegan
• Certified Organic, Non-GMO Project Verified & Kosher
• Ready-to-eat, protein snack or meal ingredient
• Excellent Source of Plant-Based Protein
• Toss’ables convenient re-sealable retail grab and go packaging is on trend with the busy consumer lifestyles
Launching Timing : March 2018
*Source: Mintel The Protein Report Meat Alternatives January 2017
Visiongain market research forecasts the market for plant-based protein substitutes will be worth more
than $4 billion in 2017. By 2020 estimates are $5 billion plus.
77% 73%62% 59%
0%
20%
40%
60%
80%
100%
iGeneration Millennials Generation X BabyBoomers
Would eat more meat alternatives if they knew how best to prepare them
Interest in Meat Alternatives
and Plant-Based Protein is Growing
New from America’s #1 tofu brand:
Toss’ables, the first cubed, marinated, and
baked tofu on the market
Source: DuPont Nutrition & Health
Consumer Insight
✓ Many consumers are afraid of tofu. Toss’ables takes the fear out of preparation and will further Nasoya’s journey to change consumers perception of tofu.
✓ Toss’ables convenience, product format, ease of use and packaging are more on trend with the millennial lifestyles.
How This Will Grow the Category
✓ Toss’ables takes TofuBaked to the next level with more unique flavors in a cubed form making it simple for the consumer to add to their favorite recipe. Stand up re-sealable packaging will be a first for this category.
Dairy-free Indulgence with More Protein than Leading Pudding
Brands
Market Test : January 2018
What’s the Idea
▪ Launch 2 flavors of a spoonable soy protein snack.
▪ Made with 99% Organic ingredients, 30% less sugar than leading pudding brand
Consumer Insight
▪ With yogurt being a large and growing category, Silken Creations would play against the familiarity of the yogurt look and feel.
▪ Would offer consumers a delicious dairy free alternative with more protein and less sugar.
How This Will Grow the Category
▪ This ready–to-eat offering would expand the eating occasions and bring consumers who are snacking as a meal to the category.
More innovative tofu products are under developing for 2018/19
Super food Skillet in Q4 2018 Quick Bake in 1H 2019
[Tofu Crumble Skillet]
[Cubed Tofu Skillet]
• Bring nutritious superfoods like quinoa, kale
and tofu into diet.
• Easy Prep, No mess, High Protein
• One-pan meal in 3 minutes
• Good for busy moms and cooking novice
[Tofu Nugget] [Tofu Stick]
• Baked tofu with crusted exterior and chewy
inside, totally different texture from normal
tofu(innovative technology developed for it)
• Good for snack or light meal
• RTH(Oven or Microwave)
VIDEO
GEOTARGETING
Goal:Inspire Millennials to better fuel their lives by enjoying pure, plant-based foods & Asian foods from Nasoya!
TRADE
COUPON
Awareness Engagement Trial Repeat
FSI
BLOGGERS
IRC
TRADE
SOCIAL MEDIA
SAMPLING
FSI
IRC
SAMPLING
FSI
COUPON
AWARENESS:Take a fresh look at the portfolio
ENGAGEMENT:Engage Millennials for
ongoing conversation
and relevancy
PURCHASE & REPEAT:Get Plant based foods & Asian
foods in the shopping cart – be
the first choice of protein &
Asian foods for Millennials
TRIAL: Get Millennials
into Nasoya by celebrat
ing RTE credentials of pu
re, plant based foods &
Asian foods
IRC
PUBLIC RELATIONS
POS
SOCIAL MEDIA
POS
Marketing Communications
Increase awareness of our new products!
One page on the focus on the new product awarness effort at store
level and product placement
Pasta & Sauce
Update
▪ Sauce Category
▪ Emerald Valley Kitchen Salsa Update
▪ Pasta Category
▪ Update on Dumplings
▪ Regional Expansion Plan For Ravioli
Pasta & Sauce Category Agenda
• Upgrade Package with Overlay program will add tools to sales activity
• Package improvement will bring new momentum to boost sales
Salsa Package Upgrade and
Overlay Program
• Updated/ Modern Logo and Design
• New Design Retains EVK’s Traditional appearance while keeping up with consumer visual preferences and design trends
Jan May Sep Dec
Overlay program
• Consumer communications : FSI. Inserts. SNS, etc.• Trade promotions : TPR, 2 for $6, End cap, IRC, etc.
Emerald Valley Kitchen Salsa Calendar 2018
*Timing: All Timing subject to change based on acv gain
IRC ($1 off)
Shelf talker
Aware-ness
Trial
Engagement
Repeat
*Timing: All Timing subject to change based on acv gain
Website, Facebook, Instagram, pinterest, etc.
Social Nature Campaign
Poppyseeder
Nanny to Mommy; Hip Foodeie Mom, Everyday Stayaction
Sampling
Shopkick Shopkick
Digital coupon
Digital coupon
• First branded FRESH Asian dumplings
in the market
• First authentic dumpling products in
the produce category
• Packin’ trendy & popular Asian flavors;
satisfaction guaranteed
• All vegetarian dumplings are USDA
organic
• Provides “good source of protein” in all
of our vegetarian selections
• No preservatives & additives; clean &
natural ingredients
• Ready to cook; easy to prepare (under 5
minutes)
• Versatile 2-serving MAP packaging
Nasoya Fresh Dumplings
Two new Mainstream Flavors are planed to launch
in 2018 to boost sales
Source : Online Dumplings survey-161018, Qualtric.com
Flavor preference
• Develop Main stream Flavors
• Chicken, Pork
• Seafood potentially
• However, formula should not contain meat
• Leverage Tofu or MA
• Natural flavors should be researched
• Benchmark top-selling frozen dumpling’s flavor profile
Asian Category
Update
AN INNOVATOR IN ASIAN SET
GREAT TASTE
NOODLE
PRODUCT
ON-THE-GO
BOWL
PRODUCT
MICROWAVABLE
READY MEAL
PRODUCT
MICROWAVABLE NOODLE BOWL
More Convenient
Less Convenient
Noodle
OnlyKIT
KIT
GREAT TASTE
Wheat noodle + savory
black bean sauce
Wheat noodle + sweet
teriyaki and garlic topping
Rice noodle + savory
beef flavor broth
MICROWAVABLE /
READY IN MINUTES
CROSS SELLING
Less Convenient
Noodle
OnlyKIT
JUNE 2018 SHIIPMENT
More Convenient
3 VARIETIES OF NASOYA
BAG-NOODLES
Nasoya GoBowl Activation Calendar 2018
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
LaunchDates
Media
SocialEngagement
Mobile Shopper
Apps
Sampling
FSI (Print & Digital)
In-Store POS
IRC
Public Relations
ProductPlacement
Bloggers/FaceBook / Twitter/ Pinterest
IRC
Digital Media Buy
Sampling
Radio Radio
Long & Short Lead Media Reach, Press Releases
Instore POS
*Timing: All Timing subject to change based on approval date & ACV Gain
National Launch
Aware-ness
Trial
Engagement
Repeat
FSI FSI
Instore POS
IRC
Reinventing the way you noodle!
Digital Media Buy
Food Network
Shopkick Shopkick
PMA Update
Booth # 1735
PMA Update
New Products Showing & Samplings
Theme: Pulmuone has a solution for every eating occasion!
▪ Breakfast: Tofu Vegetable Dumplings with sauce & Toss’ables Caprese Skewers
▪ Lunch: GoBowls & Toss’ables Panzanella Salad▪ Afternoon Snack: Thai Basil Dumplings with Sauce &
Toss’ables Caprese Skewers▪ All day: EVK Salsa with tortilla chips & gluten free
options
PMA Update
Source: Financial Reports FRx YTD P12
Housekeeping and Q&A
54
1. What is the YTD % growth of Total PMO vs LY?
Answer: 7.2%
2. What is the level of investment spending PMO will make in Ayer?
Answer: +$10MM
4. What is the combined Tofu share of all PMO brands?
Answer: Jihyong Hong
5. What was the growth of WW Baked Tofu with the relaunch of GF?
Answer: 25%
3. What is the name of our VP of Marketing?
Answer: 71.3%
Questions and Answers
55
6. What is the the projected launch date of Toss’ables and Pro Cups?
Answer: 9/18/17
7. Why are Asian Dumplings a natural extension in the produce set?
Answer: Uses our pasta and tofu
9. What is Asian products?
Answer: DISTRIBUTION!
10. What are the (3) key drivers to success?
Answer: Continue to overachieve against key product groups;
Execute NPD’s and drive “Inspire Me!
8. What is NEW in 2017 in the Salsa category?
Answer: Sean
Questions and Answers
56
Kimchi and Chunky Salsa
Thanks!
See You at Booth
#1735
57