Pink Lady Development Pty Ltd - New Markets Garry Langford
Chair, Pink Lady Development Pty Ltd Pink Lady Apples Copyright
2012
Slide 2
Pink Lady Development Pty Ltd Why? To create significant new
markets for PINK LADY apples Pink Lady Apples Copyright 2008 How?
Using some of the resources earned in existing mature markets
Slide 3
The importance of new markets The PINK LADY business is driven
by the price premium that is achieved for PINK LADY apples compared
to other apples As global production of PINK LADY apples increases
more fruit is being sent to the mature markets (Europe, United
Kingdom) for sale. These markets can only sell so much fruit
without oversupply and loss of the PINK LADY Premium. As well as
continuing to develop the mature markets we also need to develop
new markets to take the supply pressure off Europe and the UK Pink
Lady Apples Copyright 2008
Slide 4
Funding development of new markets. Pink Lady Apples Copyright
2008 A portion of funds (royalties) raised in developed markets is
invested to develop new markets. Developed Markets: Western Europe,
United Kingdom New Markets: S. E. Asia Middle East (UAE) Brazil
China Canada PLD is the organisation that develops these new
markets
Slide 5
Pink Lady Development Pty Ltd Snapshot Formed early 2013 A
Joint Venture between APAL and Star Fruits 2014-15: Estimated
Volume: 4500 tonnes Sourced from: 3540 from Southern Hemisphere 953
from Northern Hemisphere If the Southern Hemisphere fruit was not
sold in PLD markets (mainly Asia) it would have, most likely, ended
up in Europe. Pink Lady Apples Copyright 2008
Slide 6
Pink Lady Development Pty Ltd Board Pink Lady Apples Copyright
2008 Renaud Pierson, Star Fruits Chair: Garry Langford, APAL John
Dollisson, APAL Didier Carabos APLE Peter Dall, IPLA
Slide 7
Pink Lady Development Pty Ltd Operations Team Pink Lady Apples
Copyright 2008 Renaud Pierson, Star Fruits Garry Langford, APAL
Thierry Mellenotte, APLE Peter Richardson, Craig Mostyn
(Australia)
Slide 8
Pink Lady Development Pty Ltd Operations Team Pink Lady Apples
Copyright 2008 Ryan Au, SE Asia Brand Development Manager for Pink
Lady Development Pty Ltd (PLD). Based in Kuala Lumpur (KL). PLD has
also opened a branch office in KL that will be the operating hub
for SE Asia. [email protected] +60 12 216 6426
Slide 9
Pink Lady Development Pty Ltd Supporting Team Members Pink Lady
Apples Copyright 2008 China: Shanghai Leader marketing and
Consulting Company (Judie Ju and Jack Luo) Brazil:
Cap-Amazon/Sopexa (Caroline Putnoki and Monica Kolonian)
Slide 10
PLD Activities: Promoting the PINK LADY brand at the major
trade fairs Pink Lady Apples Copyright 2008
Slide 11
PLD Activities: Promoting the PINK LADY brand in new markets
around the world Pink Lady Apples Copyright 2008 Emirates Thailand
Malaysia Singapore Guangzhou Shenzhen Sao PauloPorto Alregre
Promotion in: China Asia Middle East Brazil Shanghai
Slide 12
Pink Lady Apples Copyright 2008 A WOW brand
Slide 13
Pink Lady Apples Copyright 2008
Slide 14
Slide 15
Sales in PLD territories in 2014/15 (Tonnes) MarketTonnage ex
SHTonnage ex NHTotal Asia Malaysia1850441894 Thailand57797674
Singapore35359412 China74110184 Hong Kong125- Taiwan-60 Total
Asia29793703349 Middle East 345580 (forecast) 580 South America
Brazil216- Total35409504490 Pink Lady Apples Copyright 2008
Slide 16
Sales operations 2015/16 Pink Lady Apples Copyright 2008
Volumes for 2015: SH supply will continue - generally similar to
2014/15 levels Supply from South Africa to PLD territories expected
to increase by 20% in 2015 compared to 2014 Supply into Thailand
from New Zealand budgeted to be 1000t - nearly double the 2014
volume
Slide 17
Sales operations China 2015/16 Pink Lady Apples Copyright 2008
China Market Development based on 2 supply chains Local Production
of Cripps Pink Fuping County Local Coolstorage Local quality
control and special packaging Exclusive distributor for fruit
produced in China Distribution through TV, internet and retail
outlets Shanghai Leader: Manages territory - Promotion, Quality,
Liaison with consumers etc For locally produced fruit Packaging and
PLU stickers utilise micro-text to avoid copying
Slide 18
Sales operations 2015/16 Pink Lady Apples Copyright 2008 China
Market Development based on 2 supply chains For imported fruit
Small number of retailers (super- markets) Licensed Importers
Consumers Promotion Licensed Exporters Southern Hemisphere Licensed
Exporters Northern Hemisphere In time the two supply chains will be
merged
Slide 19
Main Focus Markets for PLD Pink Lady Apples Copyright 2008 The
main markets that PLD will focus on are: Brazil: Largest population
of South American countries. Have a large domestic market (300m
people). Produces PINK LADY apples and imports from other South
American countries including Chile. Middle East: The gulf States
are wealthy and are interested in high- end, specialty products.
PINK LADY fills that niche in the apple category. South East Asia:
(Malaysia, Thailand and Singapore) These are large population
countries with increasing wealth and an appetite for hi-end,
western products. China: A very large population, rapidly
increasing wealth and a desire for luxury goods. Imported apples
attract a premium compared to domestic fruit.
Slide 20
Promotion of PINK LADY apples in new markets how is it paid
for? Promotion is a vital, integral part of the positioning of the
PINK LADY brand at the top of the market Expenditure on promotion
in a market will be based on the volume of fruit committed to that
market Promotions are funded from royalties additional support from
supply chain partners is certainly welcomed. Catalogue of POS
materials has been developed. Pink Lady Apples Copyright 2008 The
following slides depict one of the campaigns for Asia
Slide 21
Pink Lady Apples Copyright 2008 Asian taxi- cab campaign
Slide 22
Pink Lady Apples Copyright 2008
Slide 23
Supply Opportunities for the PLD territories Brazil, Middle
East, Asia, China PLD wants to achieve a year round (52 week)
supply program for these territories at much larger volumes than
are currently being delivered Talk to us about how this might be
arranged As noted above, promotion will be based on the volume of
product committed to a market We can and will work with suppliers
on the promotion programs developed for a market Pink Lady Apples
Copyright 2008
Slide 24
In Summary PLD was formed to drive market development in newer
territories The PLD program in Asia has had a major boost with the
appointment of Ryan Au as the regional Brand Manager. We see major
growth opportunities in Brazil, the Middle East, Asia and China
based on year round supply, supported by extensive promotion
programs We will work collaboratively with new and existing
licensed suppliers to make this happen. Pink Lady Apples Copyright
2008