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Embassy of the Republic of Lithuania to the UK
Lithuania Food Export Seminar
• 8.30– 9.00 Registration• 9.00– 9.20 Welcomeandprojectintroduction• 9.20– 10.00 UKfoodmarketoverview• 10.00– 10.40 Howthesectorsandsubsectorsworkand
purchase• 10.40– 11.30 Basicprojectentryrequirements• 11.30– 12.00 Break(coffee)• 12.00– 13.20 Categoryanalysisandproductpositioning• 13.20– 14.00 Summary:practicalexamples,Q&A
Embassy of the Republic of Lithuania to the UK
Project Introduction
Embassy of the Republic of Lithuania to the UK
UK Food Market Overview
Embassy of the Republic of Lithuania to the UK
UK food market overview
Retail ‐ Supermarkets(Multiples)‐ Independentretailers&Symbolgroups‐ Speciality foodoutlets‐ On‐lineretailers
FoodService‐ DeliveredWholesalers‐ Chainendusers‐ Independentendusers
Foodingredients‐ FoodManufacturers‐ FurtherProcessors(e.g.blenders,slicers)‐ Categorybrokersandimporters
Embassy of the Republic of Lithuania to the UK
Retail: Multiple market share
Stores %share•Tesco 2900+ 30.2•Asda* 550+ 17.9• Sainsbury’s 1000+ 16.7•Morrisons 500+ 12.2•Co‐op 3000+ 6.4•Waitrose 300+ 4.5•Aldi UK 500+ 3.5•Lidl UK 600+ 2.5• Iceland 900+ 2.1
*Netto UKpurchasedbyAsda in2011
• Sources:KantarWorldpanel totalsales12weeksending27/3/12
Embassy of the Republic of Lithuania to the UK
UK Retail Market Split
Multiples:
Tesco, Sainsbury Etc
Independents & Symbol Stores
5%
95%
Embassy of the Republic of Lithuania to the UK
Retail : Independents
• Departmentstores:Selfridges,Harrods,HarveyNic• Symbolgroups:Spar,Musgrave(Budgens &Londis),Mace,Premier,Costcutters
• SmallIndependentchains:Booths,WholeFoodsMarket,Neals Yard• HealthFoodStores:Holland&Barrett• Deli’s:LaFromagerie,• Farmshops:Windsor,Laverstoke,• Garageforecourts• Cash&Carry:Booker,Makro,Costco• GardenCentres:Wyevale,Dobbies,• Farmersmarkets• On‐line/homedeliveryretailers:Ocado,Amazon,GoodnessDirect
Embassy of the Republic of Lithuania to the UK
Retail trends & market drivers
• Trends� Organic,FairTrade� Foodmiles/local/Fresh/Seasonal� Provenance(storiesbehindtheproducts)� FreeFrom:Glutenfreebutalsowheat,dairy,refinedsugar� Cafesandfoodstationsinstores� Storerecipesendorsedbycelebritychefs� Newformsofpackaging;pouches,recyclability,lessismore� Noartificialcolourings,flavoursandpreservatives� Cupcakes,rawfood,superfoods� Readymeals&scratchcooking
• KeyMarketdrivers� Private/ownlabel(KVI’s)� Pricecomparisonswithotherretailers,moneybackoffshoppingincentives� Promotions:BOGOF,Multibuys,Mealdeals� Efficientretailoperations:merchandising,fulfilmentplanning
Embassy of the Republic of Lithuania to the UK
Tesco – Fresh Produce
Embassy of the Republic of Lithuania to the UK
Whole Foods Market – fresh produce
Embassy of the Republic of Lithuania to the UKWhole Foods Market
Embassy of the Republic of Lithuania to the UKPartridges ‐ charcuterie
Embassy of the Republic of Lithuania to the UKWhole Foods Market
Embassy of the Republic of Lithuania to the UKTesco Baby
Embassy of the Republic of Lithuania to the UKWhole Foods Market
Embassy of the Republic of Lithuania to the UK
The Food Service Sector
TheFoodservicesectoris:
• About30%ofUKfoodmarketbyvalueand10%byvolume• Extremelydiverse• Cosmopolitan• Notdevelopinguniformly• Sophisticatedandprofessional• About260,000outlets
Embassy of the Republic of Lithuania to the UK
Food Service
TheFoodservicesectorismadeupoflargesubsectors:
CostSector– foodpurchasedtofeedatlowestcoste.g.HospitalsSchools&UniversitiesMinistryofDefencePrisons
ProfitSector – serviceprovidedtoconsumersataprofite.g.HotelsPubsRestaurantsTravelandLeisure
Embassy of the Republic of Lithuania to the UK
Food Service
TheProfitSectorisyetmorediversified:
• Independentsabout40%• Chainsabout60%
Chainsthenbreakdownbetween
• Disciplined(e.g.Mcdonald’s,TRG,Tragus,JDWetherspoon)20%• Undisciplined(e.g.BestWestern,consortia)40%
Embassy of the Republic of Lithuania to the UK
UK Foodservice Market
Central distribution
Wholesale Distribution
Wholesale Distribution40%
40%
20%Disciplined Chains e.g. Mcdonalds
TRG, Tragus, JD Wetherspoon
Disciplined and Undisciplined chains
e.g. Greene King, Best Western
Independents
Embassy of the Republic of Lithuania to the UK
Foodservice trends & market drivers
• Trends� QSR’s performingstrongly� Brandedcasualdiningcontinuesolidly� BudgetHotelsgrowingwell� Ethnicdiversitycommonplacee.g.Mexican,Thai,Italian,Indian� AuthenticityandExperience� Pubswithlittlefoodrapidlydeclining� Workplaceandschoolfeedingunderpressure� Deskillinginthekitchen� Emphasisonretailskillsinfrontofhouseoperations� CostSectorunderpressurefromgovernmentausterity� CostSectorincreasinglyoutsourcedtoProfitSector� Increaseduseofpromotions(2for1)anddigitalmarketing� FollowUSAtrendse.g.‘fastcasual’
• KeyMarketdrivers� Macroeconomicconditionsmeanspendstagnating� SophisticatedoperatorsatChainandWholesalebuyingpoints� Only2nationaldeliveredWholesalers� Foodpriceinflationandgovernmenttaxationpolicieshavegreaterimpactinfoodservice� Concernsgrowingaboutobesityandalcoholabuse
Embassy of the Republic of Lithuania to the UK
Ingredients
ThereisasignificantmarketsupplyingproductmanufacturersintheUK.
TheUKFoodprocessingindustryiscomprehensive.Ingredientscanbeforfurtherprocessing(e.g.afunctionalingredient)oracomponentinafinishedproduct(e.g.cookedmeatinreadymeal).
Salescanbedirecttoproducersorviaspecialistwholesalers/brokersThekeyaspectsarethatyouringredientmusthaveauniqueattribute:Functionality– processorproductHealthclaim– e.g.sucrolosePriceAvailability
Embassy of the Republic of Lithuania to the UK
How the Sectors Work
Embassy of the Republic of Lithuania to the UK
How Retailers purchase
• Multiples– Directproducerrelationships– Categorybuyers,stockcontrollersandlogisticteams– Buyerschangeveryregularlyfromcategorytocategory– Verydifficulttogetfacetofacemeetingsandpricechangesthrough– Expectedfinancialproductsupport(promotions,adverts,tastings)– Brandbanklistings– Retailreadypackagingincreasinglyakeyrequirementbyallmultiples– Startingtospecifycasesizes:2pershelf– Forms,formsandmoreforms!– FinesforOOS,latedelivery,slowROS– Minimumdeliveries:pallets,layers.Somerequireoneproductperpallet– DeliveryintoCentral/RegionalDistributionCentres– Onlydirectdeliveryintostoreoflocal/regionallines– Consolidationhubs– FreshProduceretailerspecificplasticre‐usablecrates– Chep palletrequirement
Embassy of the Republic of Lithuania to the UK
How Retailers purchase
• Independents
– Fewerstaffsobuyersoftenresponsibleforwholedepartments– Purchasethroughdeliveredwholesalers(savestime&resources)– OrpurchasefromCash&Carryoutlets– Local/regionalproductsmaybepurchaseddirectfrommanufacturer– Newproductforms,invoicinganddeliveryalldonethroughwholesaler– Suppliersmaybeaskedtogettheirproductlistedbythepreferredwholesaler– Mayhavedirectproducerrelationshipswithkeysuppliers– Promotionsusuallythroughthetradepromotion&pricebooks– Cataloguesusuallyareupdatedevery2months(6perannum)– Crates&packagingoftenatthesuppliersdiscretion(oftennotusedinstore)– Manualre‐orderingprocedures(stockreplenishment)– Minimumcaseordersalthoughsomewholesalerswillsellinsingles
Embassy of the Republic of Lithuania to the UK
How Food Service purchases
CostSectorOftenbypublictenderWholesalersBuyingGroups(consortia)
ProfitSectorDisciplinedChainsdirectlyfrommanufacturerUndisciplinedChainsfromwholesalersIndependentsfromwholesalersandCash&CarriesSpecialistwholesalers(e.g.ethnic,meat,fish,)BuyingGroups(consortia)
Embassy of the Republic of Lithuania to the UK
How Food Service purchases
CostSectorCentralisedpurchasinginsomeform.PriceiskingBrandsirrelevant
ProfitSectorChainshavecentralisedpurchasingIndependentscanonlybereachedbywholesalersBrandsrelevantonlyif‘FrontofHouse’ConsumersdonotwelcomeRetailbrandsatrestaurantpricesDedicatedrecipesorproductscommonConceptfoodsolutionsincludingequipmentcanbeinteresting
Embassy of the Republic of Lithuania to the UK
Marketing
Embassy of the Republic of Lithuania to the UK
Cost of Retail Marketing
Multipletrade Listingsfees(canbeupto£500perproduct,althoughtheremaybescopefornegotiation)Compulsorypromotionalprogramme(startingcost£3000perannum)Advertisingspendintheirin‐housemagazines(onceagainstartsat£1,500)Allproductimagesmustbeonbrandbank‐ £80peritem
Independenttrade Newlistingadvertcostsfortradecatalogues(10maintradewholesalers,eachonewillcharge£200– 500dependingonsizeoftherange)Advertisingapromotioninthetradecatalogueswillcostanother£200‐ £500perwholesaler(plusthelossinmargin!)Ifyoudon’thavein‐housedesignoptionwillneedtopay£50foraddesigncostsperwholesalerEachwholesalerswillwantsamples£50Retailerswilloftenrequestforsamplingeventsin‐store.Wholefoodsforexamplewillcharge£100fora2hoursamplingsessionplusthecostofproducts.Youwillgetaveryusefulsamplingreportaspartofthiscost.Somestoreswillaskforfreefillsforthestockingofanewstore(1‐2cases)
Embassy of the Republic of Lithuania to the UKTypes of promotions
• BOGOF ;BuyOneGetOneFree• 3for2multi‐buys• 2for£X• %off(normallyaminimumof10%)• BuyonegetXhalfprice• Linepromos– Naturalremediesorbabyfood• Vouchers‐ redemption
Embassy of the Republic of Lithuania to the UKWaitrose –half price
Embassy of the Republic of Lithuania to the UKTesco – Line promo
Embassy of the Republic of Lithuania to the UKWaitrose –Buy 2 for £5
Embassy of the Republic of Lithuania to the UKTesco – Line promo
Embassy of the Republic of Lithuania to the UKPromo communication
• Shelftalkers• Banners• Flyers(bagstuffing)• Tillreceipts• Shopwindowdisplays• Producttastingsinstore• Stafftraining&involvement(tastings)• Newspaperadsandinserts• Storemagazine• A‐frameboardsoutsidethestore• Merchandisingoutsideofthestoreifthereisspace(onwheels)
Embassy of the Republic of Lithuania to the UKOutside store
Embassy of the Republic of Lithuania to the UKShop window
Embassy of the Republic of Lithuania to the UK
Consumer Product Marketing
• IndustryAwards EntrycostforGreatTasteAwards&industryawards.Roughly£100perproductpercompetition.
• Competitions Runcompetitions&offeryourproductinhampersasprizes(£100)
• Samplemailouts EspeciallytotheGroceryteamsofthoseretailersyourhavelistingsintheywillactasyourbrandambassadors(£50perstore)
• AttendTradeShows Naturalproductshow(April)fororganic/naturalproductsInternationalFoodExhibition,London(£4000)forastandBBCGoodFoodBirmingham
• Consumeradvertising;Foodmagazines(startingfrom£500upto£8,000foranarticleinJamieOlivermagazine)
• SocialMedia Samplemailoutforfoodiestoreview
• PR
Embassy of the Republic of Lithuania to the UK
Foodservice Marketing
Unbrandedproductsstraightforward:
• Wholesalercatalogueadvertising• Wholesalersupportinthefieldfordemonstrations• Promotionalsupportforlaunche.g.pricediscountorvalueoffers• WholesalerDepottelesalesteamincentives• Samples• Wholesalerexhibitionsupport
Embassy of the Republic of Lithuania to the UK
Foodservice Marketing
‘FrontofHouse’brandsmateriallymoredifficultandexpensive:
• Wholesalercatalogueadvertising• Menucardsortabletalkers• Trademagazineadvertising• PR• Tradeexhibitionpresence• Wholesalersupportinthefieldfordemonstrations• Promotionalsupportforlaunche.g.pricediscountorvalueoffers• WholesalerDepottelesalesteamincentives• WholesalerFieldsalesteamsincentives• Samples
Embassy of the Republic of Lithuania to the UK
Business Relationships
Embassy of the Republic of Lithuania to the UK
Retail relationships
Directretailrelationships• Commercialmeetings; Supplyissues
AnnualpromocalendarSalestrends/categorySalestargets&rebatesGapAnalysis/NPD
• StoreMarketing In‐storetastings;freestock&personMagazine/leafletsfeatures,Supplierstoryboards,ShelfedgelabelsWindowdisplays
• Training; DMmeetingsProductFayresSuppliervisits
Embassy of the Republic of Lithuania to the UKWFM Supplier Board
Embassy of the Republic of Lithuania to the UK
Retail relationships
Wholesalerrelationships• Commercialmeetings; Supplyissues
AnnualpromocalendarSalestrends/category/retailerPlacementofproductsinthecatalogueSalestargets&rebatesNewproductslistings/delists
• Marketing SamplingtotheirtopcustomersLeafletsinwithinvoicesCataloguefront/backcoveradvertisingProductdisplaysattrade/consumershows
Note:Mostindependentwholesalersdonothavetelesalesteams
Embassy of the Republic of Lithuania to the UK
Foodservice relationships
ThemanufacturermustselltotheChainendusersandtheWholesalerThewholesalermustselltotheindependent
ThemanufacturermustdevelopsimultaneousrelationshipswithChainsandWholesalers.
WithWholesalersrelationshipsarewith:CategoryBuyerFieldSalesManagers(independents)BusinessDevelopmentManagers(Chains)DepotTelesalesteam(Both)TechnicalandMarketingteams
WithChainsrelationshipsarewith:CategoryBuyerExecutiveChefTechnicalandMarketingteams
Embassy of the Republic of Lithuania to the UK
Supply Chain Links
TheUKFoodindustryhaswellestablishedefficientlogisticssystemstogetproductstoconsumers.
Therearedifferencesbysubsector.
Embassy of the Republic of Lithuania to the UK
Supply Chain Links
Retail
MultipleRetailManufacturerdeliversinmultiplepallet/containerquantitiestoupto6RDC’s.RetailerbuysatRDCanddeliverstoshops
Independent/SpecialityRetailManufacturerdeliversinpalletquantitiestowholesaler/cash&carrydepots.Wholesalerbuysatdepotanddeliverstoshops
Supplywillusuallyrequire:• StockintheUKfordeliveriesoflessthan1container• Automatedlinktocustomer’sorderingsystem
Embassy of the Republic of Lithuania to the UK
Supply Chain Links
Foodservice
CentralDistributionManufacturerdeliversinmultiplepallet/containerquantitiestoupto2RDC’s.LogisticscompanybuysatRDCanddeliverstorestaurants
ChainsandIndependentsManufacturerdeliversinpalletquantitiestowholesalerdepots(upto35)ortoaconsolidationcentre(1).Wholesalerbuysatdepot(ordeliveryfromconsolidationcentre)anddeliverstorestaurants
Supplywillusuallyrequire:• StockintheUKfordeliveriesoflessthan1container• Paymentofconsolidationcostsbymanufacturer• Underwritingofstockatwholesaleruntilsold
Embassy of the Republic of Lithuania to the UK
Margin Expectations
Embassy of the Republic of Lithuania to the UKPricing; Multiples margin aspirations
• Itisnowillegaltospeaktobuyersaboutthesettingofrecommendedretailprices.
• Mostsupermarketspriceaccordingto‘pricematch’programmes(www.mysupermarket.com)
• Verydifficulttogetpriceincreasesthrough– oftenonlypossibletohavethesediscussiononceayear(infactsometimesnegotiationcanlastfor8months!)
• Grocerymarginexpectationisbetween35– 45%(categorydepending)
Embassy of the Republic of Lithuania to the UKTrade margins; Wholesaler margin aspirations
• WholesalersprintBi‐monthlypricecatalogues
• Intheseproducttradepricesarelistedaswellasrecommendedretailprices
• Awholesalerisgiven25%offtradeforgroceryand33%forNaturalRemedies
• Wholesalermaythengivetheircustomersdiscountsandover‐ridersbasedonagreedtargetsalesvolumes(canbeupto20%)&willnegotiatesimilardiscountwithmanufacturer
Embassy of the Republic of Lithuania to the UKPricing; Independent retailer margin aspirations
•NatRem 50%+,•Ambient35– 45%,• Chilled30– 35%,• Frozen35‐ 40%,• Foodservice50%+•KVI’spricing;competitoranalysis•Valueaddedproducts;juices,guacamole85%GM
Embassy of the Republic of Lithuania to the UK
Supply Chain Margin Expectations
MultipleRetail
RetailSellingPrice £2.00
RetailMargin(30%to45%) £0.75
ManufacturerSellingPriceatRDC £1.25
Note:therecanbelistingfeesandoverridingdiscountsandpromotionalpricingseparatetostandardpricing.
Embassy of the Republic of Lithuania to the UK
Supply Chain Margin Expectations
Independent/SpecialityRetail
ManufacturerSellingPrice £1.25
Wholesaler/cash&carryMargin(25%‐ 35%) £0.54
WholesalerPrice £1.79
RetailerMargin(30%) £0.77
RetailSellingPrice £2.56
Note:therecanbelistingfeesandoverridingdiscountsandpromotionalpricingseparatetostandardpricing.
Embassy of the Republic of Lithuania to the UK
Supply Chain Margin Expectations
Foodservice Independent ChainCentralDistribution£ £ £
ManufacturerSellingPrice 1.00 1.00 1.00
Wholesaler/Margin 0.54 0.33
LogisticsCompanycost 0.15
RestaurantBuyingPrice 1.54 1.33 1.15
Embassy of the Republic of Lithuania to the UK
Supply Chain Margin Expectations
UKStockholdinglogisticscostsvarydependingonstockrotationbutareintheregionof:
Ambient 7%Frozen 12%
(thiscoversreceipt,storage,pickinganddeliverytoRDC/Wholesaler)
UKConsolidationcostscanbeveryhigh5%‐ 8%
Embassy of the Republic of Lithuania to the UK
Basic Project Entry Requirements
Embassy of the Republic of Lithuania to the UK
There are minimum operating standards
Allproductsneedtobecorrectlylabelled.ThisincludesingredientsandnutritionalinformationAllproductsneed2barcodes:1fortheouterand1fortheretailpack.InFoodservicetheouterwillneedabarcode.Forsomeretailershighvolumelinesmayneedacodeonthepallet.AllproductsmustnametheproducerorhaveaUKcontactaddressAllproductsmusthaveBBEorSellbyDateonboththeouterandinnerpack.AllproductsmustentertheUKsupplychainonUKChep pallets.ThiscanbedoneatsourceorconvertedinUKProductpackagingmustbetamperproofAccuratedeclarationsonweightandprotein,fatcontentLabelsonouters andinnercartonsmustbeinEnglishTherearedetailedrequirementsonproductdescriptionsthatmustbeaccurate(e.g.Ham,addedwater,natural,organicmeatcontent)
Embassy of the Republic of Lithuania to the UK
There are minimum operating standards
AllmajorbuyersinRetailandFoodservicewillinsistthat:
YourfactoryhasBRC/EFSISapprovalYouacceptandpayforfactoryvisitsandtechnicalauditsYouprovidedetailedproductspecifications– evenifyouconsiderthiscommerciallysensitiveYousellinGBPsterlingYouadheretotheirdemandingtimetablesonsupplyofsamples,pricing,technicalquestionsandattendingtastepaneldatesatshortnotice
Embassy of the Republic of Lithuania to the UK
There are minimum operating standards
TheUKconsumerhasspecifictastesandconcernsbothinRetailandFoodservice.Eachcategoryhasspecificissuesandyourcategoryauditmustincorporatethese.
Herearesomeexampleslikelytobeunacceptable:• MechanicallyRecoveredMeat• Crossspeciesmeatproducts• Excessaddedwater• Excesssalt(legallimitsforschools)• Excessfat• Artificialcolourings• Artificialflavourings• Excessiveaddedsugar• MostOffalproducts• Productstobedeepfatfried• Previouslyfrozenproductsoldaschilled
Embassy of the Republic of Lithuania to the UK
Brand v Own Label
TheUKmarkethasaproportionofownlabelinbothRetail(30%)andFoodservice.Itmaybepreferabletodevelophavecontrolofyourownbrandbutasanewentranttherearerisks:
• Launchcostswillbehigher• Theretailermightcopyyourideaandproduceanownlabel• Allstocksofproductandpackagingareyourrisk• Theburdenofcommunicatingtotheconsumerisallyours
Thebiggestriskswithownlabelare:
• Theproductisnotyours– theyowntherecipe• Costsaremoretransparent• Marginsarelower• Thecustomerwillbecomeveryresourcedemanding
Embassy of the Republic of Lithuania to the UK
Category Analysis and Product Positioning
Embassy of the Republic of Lithuania to the UK
Category analysis
“Youdonotgetasecondchancetomakeafirstimpression!”
Marketresearch/Gapanalysis:whyisitimportant?• Productdifferentiation• Resourceallocation:time&£• Clarityregardingbusinessstrategy&direction
Whatshouldyoulookfor ‐ competition‐ flavourprofiles‐ pricepoints(lowesttohighest)‐ size‐ packagingtype‐ USP’s
Don’treinventthewheel– learnfromothers
Embassy of the Republic of Lithuania to the UK
e.g. Product Packaging analysis
• Packagingthatstandsoutonshelf(Why?)• Strongbrandtoencouragecustomerloyalty;instantrecognition(font,colour,imageetc)
• CommunicationofUSP’s(doesnotmeaneverylogounderthesunshouldbedisplayed)
• Languageonpacktoreflecttargetcustomer• Packagingtosuit&protecttheproduct• Packaging;loose,re‐use,recycledorrecyclable• Shelfspacerequirements(units&casesizetofitfixtures)• Legalcomplianceofpackaging– meetingEU&localEHO
Embassy of the Republic of Lithuania to the UK
Product Positioning
Usingdetailedcategoryanalysisresultsdecideonyourbrandpositioning:
Value lowmarginsVhighvolume
Midrange
Luxury/Premium highmarginsVlowvolumes
‘Productbasedpricing’versus‘Marketbasedpricing’
Embassy of the Republic of Lithuania to the UK
So you want to come to the UK?
1. Retail,foodservice,industrial2. Categoryaudit3. WillIadaptproductstotheUKmarket?4. DoIunderstand:
1. Logistics2. Customerbase3. Theconsumer
5. DoIhavefinancialandtechnicalcapacity?6. WhatUKresourceswillIhave?7. CanIrelyonagents/importers/distributers?
Embassy of the Republic of Lithuania to the UK
Real Life Examples
Embassy of the Republic of Lithuania to the UK
Retail Summary
• Anexampleofagroceryproductconcepttolaunchintheindependentretailsector(throughawholesaler)
– Productsampletastingsin‐houseandinfocusgroups– Categoryanalysis:taste/flavour,size,price,packagingoptions,USP’s– Packagingdesignconcepts– Draftingofconcisebutimpactfulproductpresenters– WebsitedesigntoassistwithUSPcommunication– Buyermeetingwithwholesaler(timings)– Buyermeetingswithkeyretailers(push&pullapproach)– Formfilling:newlineforms,packagingdetails(weights,size,recyclability)– Launchplan:promotions,tastingevents,trade/consumershows,PR,awards– Stafftraininginkeyretailers– Getfeedback– Revisestrategyiftherearemajorissueshighlighted(learnfromyourmistakes)– Workonlineextensions&NPD
Abovetakesanaverageof9months.
Embassy of the Republic of Lithuania to the UK
Real Life Example ‐ Ingredient
January2006USsnackingredienttechnologysharedinJVwithDanishproducerProducesaporksnacknotcurrentlyavailableinEUNewtechnologyutilisesexistingsnackmanufacturingequipment
2006UKLaunchtosnackproducers2007LaunchintoSpain2009LaunchintoEasternEuropeandNordiccountries
Nowamulti£m productwithlimitedpricesensitivity
Embassy of the Republic of Lithuania to the UK
Real Life Example ‐ Foodservice
June2010UKLaunchprecookedfrozenpasta
1. Productreviewtoestablishkeyfeaturesandbenefits2. Categoryaudittoidentifycompetitiveposition,pricingandrange3. Buildofsalesmaterials4. Appointmentswithlargeenduserstodemonstrateproductand
establishkeycompetitiveadvantages5. Listingsgainedwithendusersforcingwholesalerstostock6. UKlogisticsplatforminplace7. Productlaunchedlate20108. Subsequentassociatedproductlaunchesoffrozenprecookedrice
Embassy of the Republic of Lithuania to the UK
Real Life Example ‐ Foodservice
Keyaspectstoprecookedfrozenpasta:
Producthadlittledirectcompetition– mainlyambient
Cleardifferentiators–nowaste,lesslabour,higherqualityconsistency,easiermenuvariation,higherfoodsafety
MainObjections–Price,storage
Embassy of the Republic of Lithuania to the UK
Questions
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