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©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
2015 Strategies for Core Brands in Japan
January 22, 2015
Suntory Beverage & Food Limited
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
Japan Soft Drink Sales Volume Performance
* Results for Suntory’s soft drink sales volume in Japan
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
1992年
93年
94年
95年
96年
97年
98年
99年
2000年
01年
02年
03年
04年
05年
06年
07年
08年
09年
10年
11年
12年
13年
14年
415 million cases
in 2014
(0% growth YoY)Total market
shrank 2% YoY
(estimate) in
2014
Sales volume in soft drink business in Japan rose year-on-year for 22 straight years
1992 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 2000 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14
(100 million cases)
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
(Million cases)
Total growth for
core brands
5% YoY
2014 Performance for Core Brands in Japan
FY2014 YoY
Suntory Tennensui(Mineral Water)
83.0 +11%
BOSS 88.1 +6%
Iyemon 52.6 +1%
Pepsi 29.9 -2%
Suntory Oolong Tea 29.5 -10%
GREEN DAKARA 23.6 +21%
Orangina 9.5 +6%
Total for FOSHU products 24.5 +45%
Total soft drink in Japan 415.0 +0%
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
2015 Strategies for Core Brands in Japan
Creating new demand
◇ Propose products with new value
◇ Nurture & expand products with high added value
Suntory
TennensuiBOSS
FOSHU
products
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
Further strengthen
brands
Technological
innovations
Advertising
innovations
Create a positive chain reaction to accelerate growth
2015 Strategies for Key Brands in JapanBrand & Innovation Strategies
Extremely fine coffee grounds
Organic orange juice
Quercetin glucoside
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
New categories
New brands
2015 Strategies for Core Brands in Japan
7 core brands & FOSHU products Suntory Tennensui / BOSS / FOSHU
Create new demand
<Ongoing activities> <Major focus>
Accelerate nurturing &
expansion of products
with high added value
Aggressive investment in medium/long-term R&D,
brand marketing, and production facilities
Brand & innovation strategies
New
productNew
product
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
(Million cases)
2015 Plan for Core Brands in Japan
Fy 2015 YoY
Suntory Tennensui(Mineral Water)
85.4 +3%
BOSS 89.5 +2%
Iyemon 52.9 +1%
Pepsi 30.1 +1%
Suntory Oolong Tea 25.8 -13%
GREEN DAKARA 26.6 +13%
Orangina 11.8 +24%
Total for FOSHU products 26.7 +9%
Total soft drink in Japan 417.4 +1%
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
Suntory Tennensui Brand Strategy
“Clear and tasty” & “natural and healthy”
Strengthen correlation with
Promote taste
+ lifestyle recommendations
Fully promote taste by
advertising natural ingredients
and production method
New product
Suntory Tennensui nurtured by the
abundant nature in the Minami-Alps
(water source)
Suntory Tennensui
Sparkling water Flavored water New category
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
BOSS Brand Strategy
Further strengthen BOSS brand and tackle challenge of creating a premium lineup
Fully strengthen/nurture brand in existing areas
Continue to strengthen
mainstay products
Develop new growth areas
Bottle-shaped
can
Launch
PREMIUM BOSS
BLACKExpand lineup
New product
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
・ TV commercial
・ Suggested retail price (excluding tax)
Plan new creative advertising from
day of launch
300g can: ¥130
400g can: ¥140
・ Concept
Evolve premium bottle-shaped
canned coffee BLACK from
“premium body” PREMIUM BOSS
offering the richest flavor.
Developed through advances in
PREMIUM BOSS production
method and discriminating roasting
March 10 launch PREMIUM BOSS BLACK
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
FOSHU drink Category Strategies
Continue to grow in FOSHU drink market by further developing
IyemonTokucha, revamping Suntory Black Oolong Tea, strengthening
categories under development, and with various marketing measures
New product
Full-fledged development
/strengthening of Tokucha and
Suntory Black Oolong Tea
Iyemon Tokucha Suntory Black Oolong Tea
Marketing measures that
match product
characteristics
Goma Mugicha Boss GreenPepsi Special
Category
expansion
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
January communication message
Mass injection of new ads from January 1st!
New communication to be deployed seamlessly from April onward
April– New communication message
*Schedule may be changed.
Iyemon Tokucha Communication Message
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
Coming Soon
Major package changes
Major advertising changes
Improved content
・Tea leaves offering a smooth taste newly
incorporated
・Enhance rich aftertaste・Boost feeling that fat is
being cleanly washedaway
Details will be disclosed at a
later date. Currently negotiating
with people to appear in ads.
New Look for Black Oolong Tea from March 17th!
Sharply boostConsumer
purchase intent
Before
After
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
Other Core Brand Strategies
Iyemon
GREEN DAKARA Orangina
Renew
Iyemon
Fully
develop
Tokucha
First launch in the
world of Lemongina,
a new product
developed using SBF
R&D technologies
Fully develop GREEN
DAKARA Yasashii
Mugicha(barley tea)
Suntory Oolong Tea Pepsi
Promote
compatibility
with meals
Renew
bottle
Forever
Challenge
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.
Lemongina March 31st Launch
A real carbonated lemon beverage
that offers the enjoyment of
the fresh taste of lemon
Concept
Suggested
retail price
(excluding tax)
TV
commercials
1.2 liter PET bottle: ¥320
420 ml PET bottle: ¥140
Scheduled to inject new creative
advertisements prior to launch
Container /
volume1.2 liter PET bottle/420 ml PET bottle
Full-bodied aroma of real lemons by using a
proprietary technology to yield extract from peels!
Japan is the first market in which
Lemongina is to be launched!
©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved. ©2014 SUNTORY BEVERAGE & FOOD LIMITED. All Rights Reserved.