New Markets

Transcription

New Markets

Pink Lady Development Pty Ltd New Markets
Garry Langford
Chair,
Pink Lady Development Pty Ltd
Pink Lady® Apples © Copyright 2012
Pink Lady Development Pty Ltd…
Why?
To create significant new markets for PINK
LADY® apples
How?
Using some of the resources earned in
existing mature markets
The importance of new markets…
• 
• 
• 
• 
The PINK LADY® business is driven by the price premium
that is achieved for PINK LADY® apples compared to other
apples
As global production of PINK LADY® apples increases more
fruit is being sent to the mature markets (Europe, United
Kingdom) for sale.
These markets can only sell so much fruit without oversupply
and loss of the PINK LADY® Premium.
As well as continuing to develop the mature markets we also
need to develop new markets to take the supply pressure
off Europe and the UK
Funding development of new markets.
A portion of funds (royalties) raised in developed markets is
invested to develop new markets.
Developed Markets:
Western Europe,
United Kingdom
New Markets:
S. E. Asia
Middle East (UAE)
Brazil
China
Canada
PLD is the organisation that develops these new markets
Snapshot
•  Formed early 2013
•  A Joint Venture between APAL and Star Fruits
•  2014-15:
• 
• 
Estimated Volume: 4500 tonnes
Sourced from:
•  3540 from Southern Hemisphere
•  953 from Northern Hemisphere
•  If the Southern Hemisphere fruit was not sold in
PLD markets (mainly Asia) it would have, most
likely, ended up in Europe.
Board
Chair:
Garry
Langford,
APAL
Renaud
Pierson,
Star Fruits
John
Dollisson,
APAL
Didier
Carabos
APLE
Peter
Dall, IPLA
Operations Team
Renaud Pierson,
Star Fruits
Thierry
Mellenotte,
APLE
Garry
Langford,
APAL
Peter
Richardson,
Craig
Mostyn
(Australia)
Operations Team
Ryan Au, SE Asia Brand
Development Manager for Pink
Lady Development Pty Ltd (PLD).
Based in Kuala Lumpur (KL).
PLD has also opened a branch
office in KL that will be the
“operating hub” for
SE Asia.
[email protected]
+60 12 216 6426
Supporting Team Members
•  China: Shanghai Leader marketing and
Consulting Company (Judie Ju and Jack
Luo)
•  Brazil: Cap-Amazon/Sopexa (Caroline
Putnoki and Monica Kolonian)
PLD Activities: Promoting the PINK LADY®
brand – at the major trade fairs
PLD Activities: Promoting the PINK LADY®
brand – in new markets around the world
Shanghai
Guangzhou
Shenzhen
Thailand
Malaysia
Emirates
Sao Paulo
Porto Alregre
Singapore
Promotion in:
•  China
•  Asia
•  Middle East
•  Brazil
A “WOW” brand…
Sales in PLD territories in 2014/15 (Tonnes)
Market
Tonnage ex SH
Tonnage ex NH
Total
Asia
Malaysia
1850
44
1894
Thailand
577
97
674
Singapore
353
59
412
China
74
110
184
Hong Kong
125
-
125
-
60
60
2979
370
3349
580
(forecast)
580
Taiwan
Total Asia
Middle East
Middle East
345
South America
Brazil
216
-
216
Total
3540
950
4490
Sales operations – 2015/16
Volumes for 2015:
•  SH supply will continue - generally similar to 2014/15 levels
•  Supply from South Africa to PLD territories expected to
increase by 20% in 2015 compared to 2014
•  Supply into Thailand from New Zealand budgeted to be 1000t nearly double the 2014 volume
Sales operations – China 2015/16
China Market Development – based on 2 supply chains
For locally produced fruit… Packaging and PLU
stickers utilise micro-text
to avoid copying
Shanghai
Leader:
Manages
territory Promotion,
Quality,
Liaison
with
consumers
etc
Local Production of
Cripps Pink – Fuping
County
Local Coolstorage
Local quality control
and special packaging
Exclusive distributor for
fruit produced in China
Distribution through TV,
internet and retail
outlets
Sales operations – 2015/16
China Market Development – based on 2 supply chains
For imported fruit… In time the two supply chains will be merged…
Consumers
Licensed
Exporters –
Northern
Hemisphere
Licensed
Importers
Small
number
of
retailers
(supermarkets)
Promotion
Licensed
Exporters –
Southern
Hemisphere
“Main Focus” Markets for PLD
The main markets that PLD will focus on are:
Brazil: Largest population of South American countries. Have a large
domestic market (300m people). Produces PINK LADY® apples and
imports from other South American countries including Chile.
Middle East: The gulf States are wealthy and are interested in highend, specialty products. PINK LADY® fills that niche in the apple
category.
South East Asia: (Malaysia, Thailand and Singapore) These are large
population countries with increasing wealth and an appetite for hi-end,
western products.
China: A very large population, rapidly increasing wealth and a desire
for luxury goods. Imported apples attract a premium compared to
domestic fruit.
Promotion of PINK LADY® apples in new
markets – how is it paid for?
•  Promotion is a vital, integral part of the positioning
of the PINK LADY® brand at the top of the
market
•  Expenditure on promotion in a market will be
based on the volume of fruit committed to that
market
•  Promotions are funded from royalties – additional
support from supply chain partners is certainly
welcomed.
•  Catalogue of POS materials has been developed.
The following slides depict one of the campaigns for Asia…
Asian taxicab
campaign…
Supply Opportunities for the PLD
territories – Brazil, Middle East, Asia, China
•  PLD want’s to achieve a year round (52 week) supply
program for these territories at much larger volumes
than are currently being delivered
•  Talk to us about how this might be arranged
•  As noted above, promotion will be based on the volume
of product committed to a market
•  We can and will work with suppliers on the promotion
programs developed for a market
In Summary
•  PLD was formed to drive market development in newer
territories
•  The PLD program in Asia has had a major boost with the
appointment of Ryan Au as the regional Brand Manager.
•  We see major growth opportunities in Brazil, the
Middle East, Asia and China based on year round
supply, supported by extensive promotion programs
•  We will work collaboratively with new and existing
licensed suppliers to make this happen.

New Markets

Transcription

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