Set the scene with the JAMES STREET MARKETS

DVD

MANGOES A Case Study In

Consumer Marketing

6

Small Seed

No Strings

Firm Flesh

Subtle Flavour

Highly Coloured

Original Marketing StrategyIncrease Penetration ….attract new users

Subtle Aroma

Voyage of Discovery

“We shall not cease from explorationAnd the end of all our exploring

Will be to arrive where we startedAnd know the place for the first time”

T.S.Eliot

Research Method

PART 1: Qualitative

Purpose

Understand current mango purchasing & consumption behaviour

Method

9 Focus Groups Bris/Syd/Melb with regular & occasional buyers

Conducted

Dec 2008

BE

HA

VIO

UR

& A

TIT

TU

DE

S

PART 2: Quantitative

Purpose

Determine the incidence of buying & provide a profile of buyers

Method

Newspoll Omnibus of Adults 18+ across Australia

Sample n = 1200

Conducted

Jan 2009

INC

IDE

NC

E

Part 3: Quantitative Online Survey with Mango Buyers

Purpose

Quantify the insights developed qualitatively

Method

Online customised survey 15 minutes in length

Sample n = 900

QLD/ NSW/ VIC

Conducted

Feb 2009V

AL

IDA

TIO

N

Confidential & Proprietary Copyright © 2010 The Nielsen Company

One Harvest – Mango Review 09

Insights into Purchasing Behaviour of Mango HouseHolds Summer 2008/9

Where they purchase

Frequency

AWOP

Av. spend per occasion

Av. HH spend

10

TropicalVisibly Beautiful

Bursting with Flavour

VelvetyVery Special

“Yeah. It’s a unique fruit. If you love it, like we all do...it’s something that you put in your mouth and ... it sort of conjures up a very good feeling as you eat it.”

Exotic

Unique

King of Fruits

Sensual

Treat

Emotional

No Substitute

Market Overview Who’s Buying?

58% or 9.4 M Australian adults bought mangoes in the 08/09 season

42% or 6.7M Australian adults did not buy mangoes

Key Insight

Mangoes have High Penetration

opportunity lies in driving

FREQUENCY & AWOP

Opportunity

Drive Purchase FrequencyConvert fortnightly purchasers to weekly = 17 million mangoes @ $3 = $51 M

Convert occasional purchasers to fortnightly = 16 million mangoes @ $3 = $48M

$100 M Prize

Opportunity

Drive Average Weight of PurchaseMango consumers have a number of ‘Eating Occasions’ to satisfy and providing a ‘Deeper Offer’ will drive AWOP

use Sizes and Price Points to differentiate eating occasions

$100 M Prize

Market OverviewWhere are they buying?

80%

62%

30%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Supermarkets

Green Grocers

Farmers Markets/ Markets

Other

Q3 Please select all the places that you usually purchase mangoes from. Select all that apply. (n=904)

Market Overview

63%14%

23%When at store

Before Store

Sometimes before &sometimes at store

When do they decide to buy?

Total Buyers

IMPULSE is KING 2 in 3 mango buyers claim to decide to buy mangoes at POP

A further 23% claim to sometimes decide before & sometimes at POP

ONLY 14% plan to buy mangoes

“I’m a weekly shopper with the groceries & stuff, but I just noticed I never ever put mangoes on my “to buy” list. But it always seems to capture my attention whenever I’m in the fruit & vegie aisle, and if they look good, I can’t resist but to take four or five of them home.”

Mango sales are heavily dependent on

IMPULSE PURCHASE

with a higher incidence in Supermarket ONLY Shoppers 73% and

Occasional Buyers 72%

Key Insight

Market OverviewWhat influences their purchase?

The biggest influencer on Mango purchasing is QUALITY. A huge 88% claim it has a MAJOR INFLUENCE

Price of mangoes is second BUT is intrinsically linked to quality i.e. VALUE

91% claim having a display full of fresh mangoes impacts purchase

Market Overview What prevents them from purchasing?

QUALITY MATTERS

Whilst price is important it is linked to the true ‘VALUE’ of the mangoes on offer

Reflecting the quality driver 76% claim finding it difficult to ‘pick’ a good mango as a barrier to purchase

and 69% of mango buyers are inhibited by poor in store displays

Only 13% of buyers claim lack of awareness as an influencer

21

Firm

Orange Flesh

Sweet

Visibly Beautiful

Small Seed

No StringsFirm Flesh

Juicy

King of Fruits

Mango Aroma

Unique Mango Flavour

QUALITY

MARKETTarget the Primary Market i.e. 58% of the adult population who are currently buying mangoes. Non users are a Secondary Market & the potential size & cost of access needs future investigation.

Align the Calypso experience with consumer expectations of a good / great mango - targeting a consistent 8 out of 10, across all purchasing & eating criteria, within 3 years.

IMPULSECapitalise on the impulse purchase behaviour by strengthening our in store presence with large luscious displays of good quality fruit in prominent positions & multiple locations.

FREQUENCYIncrease purchase frequency by broadening customer base. Consumers purchased mangoes on an average of 2.6 occasions during the 08/09 season. Target a base increase of 35% taking average purchase occasion to 3.5 09/10 season. TARGET ACHIEVED SOURCE: Neilsen Australia Scan Track 2009 (357726)

Introduce a “deeper offer” and “multi buys” to drive AWOP. Increase the average weight of purchase by 25% from 1.2 pieces per occasion to 1.5 pieces. TARGET EXCEEDED SOURCE: Neilsen Australia Scan Track 2009 (357726)

Marketing Objectives

AWOP

MANGO MEMORIES DVD

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