Walls Presentation from the BALPPA FEC meeting - part of the RPG session

Walls Ice Cream

The JOY of Ice Cream

Agenda

• Unilever/Walls • 2013 at a glance• 2014 Products• Support for you• Questions

Adding Vitality to life

We ARE Ice

Cream!

9 of the Top 10 Brands in Ice Cream Investing Over £35m

Unilever Accounts for >80% of All Ice Cream Category Marketing Investment Per Annum

http://www.mccgp.co.uk/marketing-news/tag/unilever/

http://www.google.co.uk/url?sa=i&rct=j&q=ben+&+jerry's&source=images&cd=&cad=rja&docid=Ww1HDtVPVoWeyM&tbnid=nmrmZlBy13H-DM:&ved=0CAUQjRw&url=http://www.bu.edu/prlab/capabilities/benjerryscanshare-media-advisory/&ei=pJm3Ue35Mcil0QXP9oCICg&bvm=bv.47534661,d.d2k&psig=AFQjCNF_lNSKAThudtAwc3QQ_37czjHxUQ&ust=1371073311687000

http://www.google.co.uk/or&source=images&cd=&cad=rja&docid=19dp1l4IZg2HBM&tbnid=RlAo26PoCLvE2M:&ved=0CAUQjRw&url=http:/logos.wikia.com/wiki/File:Carte_d

http://logos.wikia.com/wiki/File:Cornetto_logo_2013.png

http://www.google.co.uk/url?sa=i&rct=j&q=Walls+ice+cream&source=images&cd=&cad=rja&docid=C4_5Q-mhN9EtvM&tbnid=jzvA4Yj3CRvPNM:&ved=0CAUQjRw&url=http://www.unilever.co.uk/brands-in-action/detail/Wall-s/298083/&ei=S5q3UdTRJLGZ0AXTzIHgDQ&psig=AFQjCNHi3dNtr__Nhgxh4D74DjccZn-rCw&ust=1371073482081582

http://www.google.co.uk/url?sa=i&rct=j&q=solero&source=images&cd=&cad=rja&docid=vtUspB0oebv34M&tbnid=9JHOz9ZzC3fmWM:&ved=0CAUQjRw&url=http://logos.wikia.com/wiki/File:Solero_logo_2007.png&ei=aJq3UeSyNsTK0AX6koHwCQ&psig=AFQjCNG_alAo14D7ga_0oiEVWlQAW2Ku2w&ust=1371073506729203

http://www.google.co.uk/url?sa=i&rct=j&q=calippo&source=images&cd=&cad=rja&docid=xsrnjQ34vVaQ6M&tbnid=QpGxHr6nr77jlM:&ved=0CAUQjRw&url=http://www.stockphotopro.com/photo_of/Ice/7595527ZEV/Calippo_Orange_Ice_Lolly&ei=oJq3UYnsGqiw0AWOn4GoCg&psig=AFQjCNFreC5fyopis2-tTTBh0EbJG9zbfg&ust=1371073533488895

http://www.google.co.uk/url?sa=i&rct=j&q=walls+feast+logo&source=images&cd=&cad=rja&docid=Twtyv55dSHjqkM&tbnid=Qdd-ldRGn_N19M:&ved=0CAUQjRw&url=http://www.icecreammakesuhappy.co.uk/Products/ProductDetail.aspx?pid=175392&ei=i5u3UbubHqOm0wXwoID4DQ&psig=AFQjCNGKeDHBqKPK80ey1XArSNTJ7s_1Lg&ust=1371073748513388

http://www.google.co.uk/url?sa=i&rct=j&q=walls+twister&source=images&cd=&cad=rja&docid=e37gKW7PxQUxnM&tbnid=ByPhJSIlqRRsNM:&ved=0CAUQjRw&url=http://www.tesco.com/groceries/Product/Details/?id=251861667&ei=y5u3UZOLH6fL0AW8zYCgAw&psig=AFQjCNGyWf8jS0uRoot6rWIQiFbVZDYSRw&ust=1371073838579579

Volume = +10.4%

Volume = + 13.9%

Total Ice Cream

£94.8m £112.8m£78.5m

Impulse Ice Cream

Volume = +32.0% Volume = +7.4%

2013 at a glance…

3 Years Of Growth...

2009 2010 2011 2012 2013 YTD41

42

43

44

45

46

47

Unilever UK Value Market Share - TOTAL ICE CREAM

UNLOCKING THE MAGIC[ The Brands ]

Mag

num

Cel

ebra

tes

25ye

ars

wit

h

Source: Internal

24 YEARS OF MAGNUM

2007: Magnum Temptation

2006: Brand quality relaunch

2010:Magnum

Gold?!

2012:Magnum Infinity and

Magnum tubs

2011:100% Rainforest Alliance cocoa

2008:Magnum

Mini

2003:Magnum Seven

Deadly Sins

2005:Magnum Five Senses

1989:Launched in UK

2009:From dark to bright side of

pleasure

1. New Pack design: current range

1. New Pack design: New range

THE OPPORTUNITY SOMETHINGPEOPLE WANT

ENGAGES PEOPLEWITH OUR BRAND

UNLOCK CUSTOMERS’ SUPPORT

PEOPLE BUY OUR COMMITMENT

May 2014 The Launch of Our Birthday Variant

MAGNUM’s 1st EVER HOLOGRAPHIC PACKAGING

1st EVER SILVER MAGNUM

Marc de Champagne Ice Cream and Sauce

• 3 MP and Single• RRP: £2.99 and £1,75

Driving Cornetto snacking in 2014.

Getting more consumers to choose Cornetto in place of other snacks by:

Offering accessible price points to driving

penetration & frequency!!

Launching surprising innovation, inspired by

delicious snacks

Premium BIG EatTrading up through larger

formats:

COMPETE WITH ALL SNACKS

MAKE ICE CREAM TOP OF MIND

REASSURE PREMIUMNESS IS

WORTH IT

Cheesecake Glory!!

Delicious Cornetto Cheesecake and red

fruits ice-cream

Full of contrasting tastes and textures that gives an intense journey all the way

through!

Offers true differentiation!!

PARALLEL SNACKING CATEGORY

£1.50 RRP125ml


Vanilla Shake!!

Rename of Enigma Vanilla & Chocolate for

2014!!

Driving snacking credentials!!

£1.50 RRP125ml


Choc ‘N’ Ball!!

£1.75 RRP160ml

Premium BIG Eat! Biggest in Market!!

Highly differentiated from

other cone propositions

Low weather-dependence

Always end on a high with the delicious

chocolate tip!

REASSURE PREMIUMNESS IS

WORTH IT

More Snacking Opportunities..

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=BCzTIIQQsbfjqM&tbnid=dXwCAKXI8VYi4M:&ved=0CAUQjRw&url=http://www.ybig.ie/forum/ice-cream-ice-pops_topic40169.html&ei=EJ5CUsi9KdLB0gWv8YDgAQ&bvm=bv.53077864,d.d2k&psig=AFQjCNEzb5_UMLBMKUJ_z6E_QJhB5jOcpQ&ust=1380183907838395


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=BCzTIIQQsbfjqM&tbnid=dXwCAKXI8VYi4M:&ved=0CAUQjRw&url=http://www.ybig.ie/forum/ice-cream-ice-pops_topic40169.html&ei=ap5CUsrQBPS00QXvkICQBw&bvm=bv.53077864,d.d2k&psig=AFQjCNEzb5_UMLBMKUJ_z6E_QJhB5jOcpQ&ust=1380183907838395

Ice Cream Sandwich

Top seller in Ireland and format appearing in Europe

Driving category value through premium innovation

Targeting snacking occasions and £1 price gap!!

RRP £1100ml

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=S0f3uoSHGeAgmM&tbnid=GRF4XaO_CB7L7M:&ved=0CAUQjRw&url=http://www.unilever.co.uk/brands-in-action/detail/HB-Ireland-s-impulse-range/299300/&ei=KZ5CUqmfE6-e0wWLw4DgCA&bvm=bv.53077864,d.d2k&psig=AFQjCNEzb5_UMLBMKUJ_z6E_QJhB5jOcpQ&ust=1380183907838395




http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=1mpO5yoEldMmWM&tbnid=PG3s9tLmUlZRKM:&ved=0CAUQjRw&url=http://www.icecreammakesuhappy.ie/Products/ProductDetail.aspx?pid=%20%2086758&ei=6J1CUq6sC8eR1AXI1IG4DA&bvm=bv.53077864,d.d2k&psig=AFQjCNEzb5_UMLBMKUJ_z6E_QJhB5jOcpQ&ust=1380183907838395

Kid’s portfolio

Save the Children Partnership

Building category equity and integrity with Mums

Genuine story to tell with a recognised partner

Launching Funny Feet OOH in 2014

OOH; RRP 90p79ml

Introducing Calippo Bubblegum

OOH; RRP 90p

Exciting flavour profile: currently a gap in category

Driving frequency with an innovative flavour that kids want to try

Growing kids flavour trend!

Dracula MP & OOH

RRP:65p

Drives excitement with Kids & Mums

Opp to extend Season

Launching Dracula IN & OOH in 2014

Cocktail inspired goods are “on trend” with cocktail

consumption to grow by over 10% in the next 2 years!!*

2013 has seen a cocktail flavour invasion…

*Source: IWSR Volume Data, UK Government ONS March 2013

Inspired by the world’s most famous cocktails

- Solero Mojito with Mojito and pieces of Lime

Re-energising and contemporising Solero

Newsworthy innovation for a young adult audience

3MP * 65ml£2.49 RRP

Singles £1.20

40% less fat

#1 luxury brand accelerating Fro Yo

Broaden appeal- penetration

Details:150ml RRP: £2.04

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=n2BdfTpBVRGsTM&tbnid=Ii0NvC4z5d_lfM:&ved=0CAUQjRw&url=http://www.vapeland.co.uk/strawberry-368-p.asp&ei=8YEoUpDgGMnItQaQk4CIDw&bvm=bv.51773540,d.cWc&psig=AFQjCNGbyu-36PdwKB9gJoz0gVs1q7TXIQ&ust=1378472790573334

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=aQEW9Dl8Xo4ZBM&tbnid=gCjMtUWeRQ1NDM:&ved=0CAUQjRw&url=http://trialx.com/i/2012/07/07/shortbread-recipes-for-delicious-cooking/&ei=IoYoUvDkKMjdsgbm_IDICg&bvm=bv.51773540,d.cWc&psig=AFQjCNFe9l5eQ8daHCS9zgWSiW6j1f2IJg&ust=1378473081791908

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=eqsS3MhnAhGjAM&tbnid=_LbR-gocQQZnVM:&ved=0CAUQjRw&url=http://www.esquire.com/features/ask-dr-oz/dr-oz-relationship-advice-0509&ei=_IkoUomAGsabtQaHm4CIDQ&bvm=bv.51773540,d.cWc&psig=AFQjCNF1KyrHh8IExTBTnLTk2oU9hZSpww&ust=1378474748746700

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=C5n8r2ABTEjafM&tbnid=Dn5mXAqVKSJKlM:&ved=0CAUQjRw&url=http://www.mercatorcargo.co.uk/2012/11/importing-honey-into-the-uk/&ei=YdIpUpW9DcqO0AW70YGYDA&bvm=bv.51773540,d.d2k&psig=AFQjCNHUvbXEXVk2JqxoWJR0o-3WWG9lTQ&ust=1378558932487591

Full 360° campaign

TV & Cinema

Digital & Social Media

Experiential

In-store

http://www.google.co.uk/url?sa=i&rct=j&q=Facebook+logo&source=images&cd=&cad=rja&docid=EIwSY0nPvPb21M&tbnid=Hs1GypbUrDBj4M:&ved=0CAUQjRw&url=http://www.3martinilunches.com/blog/bid/232445/Facebook-Marketing-Free-Stuff-Good-Fun&ei=TRrcUZK9B8XP0AX58IE4&bvm=bv.48705608,d.d2k&psig=AFQjCNHVRykBWjJ1XPACOPKgQjwSOSd7jg&ust=1373465542553031

http://www.google.co.uk/url?sa=i&rct=j&q=twitter%20logo&source=images&cd=&cad=rja&docid=tqYD9YraORQHnM&tbnid=DQCQCEzNEJHAVM:&ved=0CAUQjRw&url=http://jonbennallick.co.uk/&ei=HyXcUZLzHsWd0AXGi4Bw&bvm=bv.48705608,d.d2k&psig=AFQjCNFbSjn_Hdpe_LX9CLssSeUKZbdEng&ust=1373468307633323

http://www.google.co.uk/url?sa=i&rct=j&q=spotify%20logo&source=images&cd=&cad=rja&docid=neC7a8iQcXaebM&tbnid=hhZWaag37syXhM:&ved=0CAUQjRw&url=http://jonbennallick.co.uk/2012/08/07/spotify-logo-icon-vector-and-adobe-illustrator-file/&ei=SCXcUYTBBaWr0QWd5IGoDA&bvm=bv.48705608,d.d2k&psig=AFQjCNHfk83cVGPvDl67uowBgUEHvpGd7g&ust=1373468357574384

http://www.google.co.uk/url?sa=i&rct=j&q=spotify%20logo&source=images&cd=&cad=rja&docid=neC7a8iQcXaebM&tbnid=hhZWaag37syXhM:&ved=0CAUQjRw&url=http://jonbennallick.co.uk/2012/08/07/spotify-logo-icon-vector-and-adobe-illustrator-file/&ei=SCXcUYTBBaWr0QWd5IGoDA&bvm=bv.48705608,d.d2k&psig=AFQjCNHfk83cVGPvDl67uowBgUEHvpGd7g&ust=1373468357574384

Ben & Jerry’s NEW –‘Peanut Butter Cup 150ml’

Why go nuts for Peanut Butter Cup 150ml?

• NEW ammo for the Shorty market

• The US flavour fans request the most on Facebook!

• Beat Ben & Jerry’s #1 SKU, Ben & Jerry’s Cookie Dough 500ml, in research

• Already our #3 out of 16 scooping flavours

• This format is even more peanut buttery than 4.5L or 500ml

Peanut Butter Ice Cream with Chocolatey covered

Peanut Butter Cups Details:RRP: £1.79

Broaden appeal- penetration

Scooping Innovation

Bubblegum Haribo Yogurt & honey

5.5lt 5.5lt4.8lt

2014: Refresh & Innovate

UNLOCKING THE MAGIC[ Right Cabinet, Right Location]

CABINET LOCATION IS CRITICAL TO DRIVE THE IMPULSE PURCHASE

Wrong location will reduce shoppers to the cabinet by 75%

Source: RMS 2008 and Walls Retailer project Lolly analysis 2011




Industry Layout supports shopper

decisionsHighest footfall in terms of browsing and selection - Position top selling lines on the middle shelf supports choc snacks

Smaller segments such as Cones and other choc snacks placed in the top shelf - small baskets lower stock holding

Refreshment placed next to other water based

products on the bottom shelf

Kids range placed on the bottom shelf easier to browse and select product



Maxivision 12 / 18




Vista 6 / 12




Vista 18




UNLOCKING THE MAGIC[ Stocking the right

range ]
















UNLOCKING THE MAGIC[ Engaging customers ]




ATTRACT/ENGAGE

ENGAGE/SELL

NEW Carte d’Or Toolkit

Brand-Specific Items

http://www.youtube.com/watch?v=lhi17BO-ZkA



WHAT IT COULD BE WORTH TO xxx

Average sales per cabinet RSV £1,000

Let them know you sell IC +15% £150

Cabinet impossible to miss Up to 75% £750

Draw attention to your cabinet Up to 42% £420

Clearly communicate pricing +5% £50

Right range right space +15% £150

Keep your cabinet clean and full +15% £150

Stock ice cream 365 +25% £250

The Potential +192% £2,920

Food

Walls Presentation from the BALPPA FEC meeting - part of the RPG session