Geoff Wright Fentimans

TAKE FIVE – Part One
Thoughts
STOP PRESS
Retailers With Loyalty Cards (5)
Share 59.8%; % Change 1.4%
Retailers Without Loyalty Cards (5)
Share 38.0%; % Change 2.0%
Nielsen 52 Weeks 04.01.2014
TAKE FIVE – Part Two
examples
TAKE FIVE – Part Three
definitions
TAKE FIVE – Part Four
fentimans
Platform
Name
Facebook Phil Angel
Facebook Tara Finlay
Facebook Steven Marr
Subject
Comment
I cannot begin to explain how good the cherry cola is,
Cherry Tree Cola
it's beyond delicious,.... It's god's own cola!!! :-)))
Love the product, love the packaging. Great design,
Curiosity Cola
great taste.
This stuff is amazing... and even more amazing with
Dandelion & Burdock
bourbon cocktails.
Facebook Daniel Jelley
Ginger Beer
Facebook Name
Nicole Fiedler
Platform
Rose Lemonade
Subject
This is my favorite drink ever I actually just bought a
Comment
whole case!
"I am in heaven, ready mixed Bloom Gin & Fentimans
Fentimans & Bloom
Tonic, the best ready mix I have ever tried"
"Very Sharp & Gingery. Love Fentimans alcoholic ginger
Hollows & Fentimans
beer"
Twitter
Mark Lon
Twitter
Ross Thompson
Twitter
Oscar Zaldana
Twitter
MaryBeth Schroeder Shandy
Twitter
Platform Victoria
Name Stain
You make the best ginger beer in the world!
Orange Jigger
"Mandarin & Seville Jigger is amazing"
"Today I tried my first Shandy, I love everything by
Fentimans"
"Fentimans drinks are soooo bloody good, hmmmm
Victorian Lemonade
Subject
Comment
Victorian Lemonade
Instagram "Screenagekicks"
Curiosity Cola
"Best Drink In the world"
Instagram David Mahoney
Ginger Beer
"The best, the one and only ginger beer worth drinking"
Instagram "Luceeyinthesky"
Hollows & Fentimans "wowsey, I love, I love, I love"
Instagram "MichellegilesJ"
Rose Lemonade
"My favourite, I am absolutley obessed with it"
Instagram Ric Coll
Victorian Lemonade
"This is my favourite drink ever"
Seen In The Best Places!
Geoff,
--- say that the ginger
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rms@ais
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l Message--to
le
I am
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ilt
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:
m
selling well.
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fact,
I
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only ordered 4
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8
0
5
0
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b
ecemin less than 8 days. I need more
07 Dout
Sent:
cases and we
sold
m
[email protected]
in
:
o
T
ASAP for I have a new
winter
cocktail I want to use and
ts!
Subject: Stockis
the ginger beer can be used in that as well.
commenced the
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I hope all is
well
with
you.
Talk
to
you
soon.
Thank
e
e
g
n
ra
I am
O
,
k
c
andelion & Burdo
D
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from our custome
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Assistant F&B Manager
we sold out of ou
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To
Mandarin Oriental,
New York helves.
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80 Columbus Circle
at
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Street
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log fires and
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it our environmen
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ceilings and yo
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original beamed
success continue
r
u
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a
m
g
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L
perfectly.
Yours sincerely
as
Graham A. Thom
radley Arms
Proprietor: The B
And
Now ……………The
Best
In New
York!
As well
as……………The
Best In
North
Featherstone!
Furtling - The Victorian Art of Hand
Manipulation Fentiman’s Curiosity Cola is made with a secret
South American herbal ingredient delivering a wallop
distinctly Amazonian in quality
faithful
to the originals
When the Ginger
root is suitably fermented, to
create Fentiman’s Ginger Beer, the resultant draught
is of such proportions that it will clear away the most
stubborn of cobwebs, amongst other things……..
J Sainsbury Socialising Sales
Source : Nectar Date - 70 Stores Carrying Fentiman's to 27.03.2012
Total Fentiman's Sales (4 Sku's)
Total Feelgood Sales (8 Sku's +1 New)
Total Belvoir Sales (6 Sku's - 1 Sku)
Total Bottle Green (5 Sku's)
£14,000
A vge P acks
Sto re/Week
£12,000
Fentimans
Bottle Green
Belvoir
Feelgood
5.2
4.5
4.2
2.7
£10,000
£8,000
£6,000
£4,000
£2,000
Fentiman’s Competitive Set Performance Strongly Influenced By Sku Count & Promotions
Promotional
Sales
Very
Similar?
13/09/2011 11/10/2011 08/11/2011 06/12/2011 Non
03/01/2012
31/01/2012 28/02/2012
27/03/2012
24/04/2012
22/05/2012 19/06/2012 17/07/2012 14/08/2012
£-
Building On Loyalty of Added Value Large Bottle Sales
Fentiman’s
Highest Loyalty Amongst Brand Buyers; No Influence of Promotion
Premium Ginger Beer Performance* in Tesco
Weeks 1 -26 2013
Weeks on
Sale (CC)
Product
26
21
26
26
26
Fentiman's
Fever Tree
John Crabbies
Bundeburg
OTHER
Rank
£ Sales
INDEX
Customer
INDEX
Weight of
Purchase
INDEX
Visit
INDEX
Average
Price pe
Unit (CC
1
2
3
4
5/6
297
145
100
100
48
327
174
100
57
56
143
56
100
89
34
165
3
100
55
46
£1.49
£1.54
£2.54
£4.17
£1.98
*Incorporates Performance of Ginger Beers Within Mixers
Changes In Availability Can Severely Affect The Results
TAKE FIVE – Questions
answers
Five - Questions To Answer
• Differentiating your brand in a saturated market in a way that gives
shoppers confidence in their purchase
Be Distinctive; “Fearless” In All You Do!
• Addressing the need for familiarity from shoppers by making your
brand recognisable
Emphasis To Your Tone of Voice
• Instilling your brand into the shopper brain to win over impulse
buyers by displaying what the shopper wants and needs in a clear
and captivating way
Premium; Quality of Distribution; Personable
• Utilising customer relationship management (CRM) tools effectively
to better loyalty
Make Customers Smile 
• Revealing the impact that a strong brand can have on sales by
considering previous case studies which have won and lost loyalty
………………..
Fentiman's Botanically Brewed Beverages
Case Volume 12 x 275ml Equivalents
Faithful To The Originals
Total Company Sales Volume 1995-2013
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
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2012
2013