Sangria Lolea Marketing Woolworths Australia Spanish Specialties Lara Garcia

Spanish Specialties 1

Sangria Lolea is ready to have a breakthrough performance in

Australia this FY16

Lara Garcia

Spanish Specialties

ü  Australia is 17 000 km away from Europe, Australians

have European origins & a nostalgia to the continent

ü  1 in 3 Australians travel to Europe and more than 200k go to Spain every year

ü  Most of Australia enjoys a Mediterranean or tropical weather in the country with more than 1 in 2 sunny days* per year

$15-$25 <$6 Sangria $10-$15

The Australian market is “a low hanging fruit” for Sangria Lolea; a country with great weather, a growing Sangria category…

Australia is a social outgoing country where more than 1 in 2 days along the year

are sunny days.

ü  There is a Premiumisation trend in wine both across the globe and in Australia.

ü  Australians consume approx. 1/2 million bottles of sangria, equivalent to AUD 4 mill every year. The category grew 55% on April FY15 vs. LY (Last Year)

ü  $6 to $10 Sangria segment represents 90% of the category

•  Source: http://www.australia.com/en/facts/weather.html •  ** Source April F15 Aztec scan data

The Sangria category represents ½ mill bottles and grew 55% vs. last year**

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Sangría Category in Australia Key Price segments and competitors

Spanish Specialties

ü  The occasion to consume Sangria tend to be

unplanned – something for the weekend,

ü  Sangria is considered to be an afternoon drink, a starter of a casual dinner party, cool barbecue at someone else’s house with friends and family*

ü  According to 5 store managers of liquor stores in

Australia, 25 to 45 yo., ladies demonstrate interest in sangria during summer season and ask for advice to staff members in store*.

ü  These ladies are after something different to step up a dinner party either at home or a friends’ house.

ü  Sangria is then consumed to share with friends

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... and a target shopper that is already considering sangria in her repertoire of drinks*

•  Source: interview to 5 store managers. Please consider these results are not definitive. The method used is a basic one and they can not be considered final results. They are orientative for the purpose of the presentation

The Sangria Shopper is a 25 – 45 yo. urban extrovert girl**

Sangria is the kick off drink of a cool casual get together event with friends*

Spanish Specialties

ü  Authentic Mediterranean Sangria with natural ingredients made to share with friends and family

ü  In a context of strong premiumisation trends in wine, this is the unique Premium Sangria in the category in Australia

ü  Strong Packaging that reflects its Mediterranean lifestyle like no other competitor

SANGRIA LOLEA - Perfect brand to capitalise the growth of the Sangria

Category

Sangria Lolea has the right to win as It represents the unique Authentic Premium Mediterranean Sangria in the market

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Spanish Specialties

ü  Woolworths liquor stores; Dan Murphys and BWS - account for 37% of the category.

ü  Yellow Tail and La Esencia represent 90% of the category.

ü  Yellow Tail is one of the largest small wine brands in Australia and the best seller sangria brand in Australia.

ü  Sangria La Esencia is the 2nd best seller sangria brand selling 14k 9L cases.

ü  There are 7 new products that have entered the category in the last 3 years

However, there are strong competitors in this very young category

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2 competitors represent 90% of the category and new brands join the category every year

•  Source: MAT April F15 Aztec scan data •  Example of Sangria Competitors: Fog City Sangria 500 ml, Sangria The Red 330 ml, Sangria The White 330ml

Key Competitive Set, MAT April FY15


… and 3 key issues for Sangria Lolea

UNDEFINED & BLURRED CATEGORY

Category Issue

VISIBILITY ISSUE

Retailer Issue

LACK OF AWARENESS & TRIAL LEVELS

Shopper Issue

ü  Young category with a strong concentration of players

ü  Unlike other categories, It is believe that there is no planogram built for the Sangria category, since brands sit at random, different locations across similar stores

ü  Sangria Lolea might has in store visibility issues:

1.  In BWS stores – there is no consistent placement across stores. This can provoke confusion to the shopper.

2.  In Dan Murphy stores – Sangria Lolea sits at poor placement, bottom shelf of the aperitif/liquors category

ü  It is believed that while people start to see sangria Lolea in store, it still likely that might have low Awareness levels*

ü  There is an opportunity to inspire shoppers to taste Sangria Lolea and drive trial levels up.

•  Source: interview to 5 store managers. Please consider these results are not definitive. The method used is a basic one and they can not be considered final results. They are orientative for the purpose of the presentation

ACTION: N/A we have limited influence

How can we improve Visibility?

How can we inspire shoppers to taste Lolea at scale?


Kirribilli, Sydney Mosman, Sydney Gladesville, Sydney

See examples of Lolea in stores ü  OK on shelf placement. ü  Opportunity to improve consistency

of in store placement across stores

ü  Poor in store location & on shelf visibility

ü  Opportunity to improve placement

(BWS = 1200 stores)

(Dan Murphy = 174 stores)

How can we improve Lolea in store Visibility?

Spanish Specialties

How can we effectively encourage 25 to 45 yo. ladies to try Sangria Lolea during summer?!

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How can we influence key retailer to improve visibility of the brand in store?!

2 questions to tackle these issues…

Retailer Question

Shopper Question

Spanish Specialties

by working on a compelling Shopper Marketing Campaign that inspire key retailer

and shoppers

BIG IDEA: Sangria Lolea inspires Mediterranean friendship

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Spanish Specialties

Activities

Media Amplifi

Timing

Cost

Sangria Lolea inspires Mediterranean friendship

Wc. 15th Nov Wc. 15th of Dec Wc. 1st of Feb

v  Cost: $50K v  Cost: $87K v  Cost: $0.5K

Campaign

FY16 Sangria Lolea campaign in BWS stores aims to portray the best of Mediterranean scenes (away from Spanish folklore) fitting perfectly with Australian occasions of

consumption

27th March

ü  X2 FB posts llinked to video with Media Investment associated to reach max no. of shoppers

ü  BWS Catalogue

In store Activation

ü  At Shelf Decal ü  Gondola end location during 4 weeks – (BWS = 1200 stores).

7th July

ü  iNTRODUCTION TO BRAND, GENERATE INTERESTE

ü  IMPROVE IN STORE VISIBILITY ü  INCREASE AWARENESS & TRIAL LEVELS

ü  KEEP BRAND ALIVE IN THE SHOPPER REPERTOIRE

Benefits

Objective

SHOPPER MARKETING CAMPAIGN TO INSPIRE LADIES TO TASTE SANGRIA LOLEA AT SCALE

FOLLOW UP CAMPAIGN

INTRODUCTION TO SANGRIA LOLEA

PROMOTION TRIP TO MEDITERRANEO

PROMOTION SANGRIA PARTY KIT

EASTER

SAN FERMIN

1 2 3

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ü  162k fans

ü  X2 FB posts with Media Investment associated to reach max no. of shoppers

ü  ¼ page of BWS catalogue

ü  X2 FB posts with Media Investment associated to reach max no. of shoppers

Spanish Specialties

Date: October 2015 - beginning of Australian Summer Objective: Introduce Sangria Lolea to key target shopper & iinspire ladies to consider Sangria Lolea during summer Execution: x2 Posts on BWS Facebook Page that links with Video of the Launch of Sangria Lolea. Ensure there is media investment to reach max level of target shoppers.

Copy: We are introducing a special guest in house - Sangria Lolea perfect for a dinner party. Lolea the authentic craft sangria coming from the Mediterranean. Check this great video out. Can anyone guess where has been recorded? And you, where would you have your perfect sangria?

SUMMER,FRIENDS,ICE,ORANGEWEDGES,SANGRIALOLEA

Video

Introduction to Sangria Lolea 1

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Spanish Specialties

WININATRIPTOMALLORCAFORU&AFRIENDWITHSANGRIALOLEA

Date: Mid November 2015 – Summer Season Objective: inspire shoppers to consider Sangria Lolea during summer season Execution: 360 degrees shopper marketing campaign Alternative destinations: Seville, San Sebastian

Copy: What’s the perfect occasion to enjoy Sangria Lolea? Go to any BWS store, buy any bottle of Sangria Lolea and enter the challenge online at www.bwssangrialolea.com Best answer wins.

Promotion Trip to the Mediterraneo 2

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Spanish Specialties

Facebook

BWSCatalogue

InstoreGondolaEnd

Atshelfdecal

WININATRIP

Facebook post & Reminder !

¼ of Catalogue ad during month of December!Presence at Gondola End during 2 weeks of activation!

Shelf Decal!

WININATRIP

What does the in store execution look like?

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360 degrees Execution with touch points across the path to purchase to encourage shoppers to consider Sangría Lolea

2

Spanish Specialties

WINALOLEAPARTYKITBUYABOTTLEOFSANGRIALOLEATOWIN

Date: 1st of February 2016 – Summer Season Objective: Drive Awareness and Trial levels Execution: 360 degrees Shopper Mk Campaign Alternatives: Cross Promo with snacks, party items

Promotion Sangria Party Kit

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Thekitincludes:LoleaIceCube+tray+recipecards&2fansforyouandafriend

+

Two options to encourage trial of Sangría Lolea

SANGRIALOLEAPARTYOFFER–BUY6BOTTLES&GET25%OFF

Date: 1st of February 2016 – Summer Season Objective: Drive Awareness and Trial levels Execution: 360 degrees shopper marketing campaign

Copy: Buy a bottle of Sangria Lolea and WIN a Lolea Party Kit. 1 Kit per store to win

Copy: Buy 6 bottles of Sangria Lolea, get 25% off and WIN a vintage case of Lolea

+

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Spanish Specialties

Facebook

BWSCatalogue

InstoreGondolaEnd

Atshelfdecal

WINPARTYKIT

Facebook post & Reminder !

¼ of Catalogue ad during month of December!Presence at Gondola End during 2 weeks of activation!

Shelf Decal!

WINPARTYKIT

What does the in store execution look like?

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360 degrees Execution with touch points across the path to purchase to drive Awareness and Trial

3

Spanish Specialties

HAPPYEASTERTAPASw.SANGRIALOLEA

Date: 25th of March Execution: Facebook coupon activation on BWS website with media investment associated

7thofJuly25thofMarch

CELEBRATESANFERMINandgetanauthen\cSanFerminHankerchief

Date: 7th of July Execution: Facebook posts at BWS website with media investment associated

Copy: Braised Chorizo, cheese platter, olives, friends, family and Sangria Lolea for everyone. And you, What are you planning to have this Easter? Buy any Sangria Lolea and get 20% off

Copy: 7th of July, San Fermin – Street Party in Pamplona, Spain. The city gets transformed for the day. Anyone keen to get a San Fermin signature Hankerchief? Buy a bottle of Sangria Lolea and WIN a Lolea/ San Fermin Hankerchief – until stock last

2 additional follow up events to keep the brand alive in the shopper mindset

20%OFF

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Spanish Specialties

1. The Australian Market is a low hanging fruit for Sangria Lolea

2. Sangria Lolea has the right to win in this market

3. However, a few elements are making things harder; a young and blurrer category, strong presence of competitors, low Awareness and Trial levels of the brand

4. Through a compelling campaign, Sangria Lolea delivers incremental 50k bottles at a cost of 70k €

Summary – Lolea is ready to have a breakthrough performance & deliver incremental 50k bottles in Australia this FY16

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Thanks

Lara Garcia 2/27A Eaton Street, Neutral Bay, Sydney, NSW,

Australia [email protected]

Ph: 0434918061 www.spanishspecialties.net