Singapore Food and Beverage Alliance

Transcription

COMPANY PROFILE &
RELEVANT TRACK RECORDS
CONFIDENTIAL:
All rights reserved. All ideas and concepts in this proposal are the Intellectual Property of Singapore Food and Beverage Alliance
Pte. Ltd. and shall not be used or adapted without the prior permission of Singapore Food and Beverage Alliance Pte. Ltd.
About SFBA
Singapore Food and Beverage Alliance (SFBA) aims to
organise food and beverage activities with the support
of an integrated network of F&B players (F&B
associations, F&B operators, suppliers, manufacturers,
and culinary schools) for the benefit of all stakeholders.
SFBA is a subsidiary of Single Point Of Contact Pte Ltd.
CONFIDENTIAL:
Our Objectives
CONNECT the entire community of F&B players in Singapore together,
so as to facilitate networking between industry players and partners,
making it easier to keep members abreast of the latest culinary trends,
opportunities, and developments;
PROMOTE sustainable development and growth of the F&B industry in
Singapore, through national level promotions which will engage F&B
players island wide. (Eg. Singapore Food Festival, Crave Singapore, etc);
PROVIDE industry support by unifying various F&B associations,
independent F&B operators, suppliers, manufacturers, and culinary
schools, for the benefit of all parties.
CONFIDENTIAL:
Membership Statistics
150 brands
530 outlets
From 7 key channels:
Bars, Clubs & Pubs Café & Fast Food Caterers
Foodcourt & Hawkers
Hotels
Restaurants Retail & Kiosks
CONFIDENTIAL:
SFBA’S INVOLVEMENT
IN F&B RELATED CAMPAIGNS
CONFIDENTIAL:
Youth Hawkerprise
Event: Youth Hawkerprise Workshop
Date: 26 Jan 2013
The Director of SFBA, Mr Luke Lee, was invited to be a guest speaker to share
insights on the current hawker landscape and encourage youths interested in
pursuing a career in the culinary arts to consider joining the hawker trade.
About Youth Hawkerprise
Youth Hawkerprise is initiated by a group of 4 youths who are united in their passion for hawker
fare and ultimately want to preserve the unique experience of eating at hawker centres for
generations of Singaporeans to come. Youth Hawkerprise aims to empower budding talents from
Singapore’s leading culinary institutes, inspire them with success stories from their peers, and
also educate them with practical insights about how hawking can be a viable business
opportunity.
CONFIDENTIAL:
makan mantra
Event: Makan Day
Date: 18 Mar 2013
The Director of SFBA, Mr Luke Lee, was invited to be one of the makan
mantra panel representing the F&B businesses to discuss about food wastage
and prevention on Makan Day.
About makan mantra
makan mantra is Singapore's first campaign that aims to reduce food wastage in Singapore by
working with both the F&B Operations and consumers. The campaign, which runs from
December to March, aims to increase awareness of the impacts of food waste, and to encourage
adoption of mantras that will help alleviate this problem. Eleven F&B operations will be
implementing eight mantras from 1st February 2013 to 31st March 2013 as tips and methods to
consumers to help them prevent food wastage. I have attached our factsheet/mantras and the
list of organisations we are working with.
CONFIDENTIAL:
PANEL OF ADVISORS
CONFIDENTIAL:
SFBA Panel of Advisors
A total of 3 - 7 advisors on the panel from the channels listed below.
Restaurant
Hotel
Kiosk/Retail
Bars/Club/Pubs
Café/Fast Food
Hawkers/Food
Court
Caterer
CONFIDENTIAL:
Chef Eric Neo
•
Vice President of Singapore Chefs
Association since
•
Executive Chef at InterContinental
Singapore (since October 2011)
•
Having started out as a chef at the
age of 16, Chef Eric brings with him
over seventeen years of culinary
and catering experience across
varied cuisines including
Cantonese, Western, Peranakan
and Malay, as well as local delights.
CONFIDENTIAL:
Ms Tay Eu-Yen
• Executive Chairman, co-founder
& majority shareholder of
entertainment company, The
Butter Factory Pte Ltd
• Managing Director of Sauce Bar
Pte Ltd and Agenda (Events) Pte
Ltd
• Co-founder of Over Easy Pte Ltd
• Author of Business Law for the
Night Entertainment
Entrepreneur
CONFIDENTIAL:
Dr Leslie Tay
Full-time doctor & author
of ieatishootipost.sg
Kong Kum-Hoong
Director of Events & Marketing
Of The Fullerton Heritage
CONFIDENTIAL:
PORTFOLIO
CONFIDENTIAL:
Client: Ministry of Social and Family Development
CEO Breakfast Roundtable
CONFIDENTIAL:
Client: McDonald’s
Project: McDonald’s Prosperity Burger Launch (2013)
CONFIDENTIAL:
Client: Manhattan Fish Market
Project: Manhattan Fish Market 10th Anniversary (2012)
CONFIDENTIAL:
Client: Mondelez
Project: The White Night: A new Beginning (D&D 2012)
CONFIDENTIAL:
Client: U Family
Project: U Picnic (2012)
CONFIDENTIAL:
Client: Starhub
Project: FooD.I.Y Heritage Cook-off (2012)
CONFIDENTIAL:
Client: Singapore Tourism Board
Project:
Singapore Food Festival 2012
CONFIDENTIAL:
Client: Malay Heritage Foundation
Project: Seafood Treasures, Tales & Trails (Singapore Food Festival 2012)
CONFIDENTIAL:
Client: Ministry of Community Development, Youth and Sports
National Family Celebrations 2012
Family Day Out Carnival
CONFIDENTIAL:
Client: Dairy Farm
Project: Hands on Heart
CONFIDENTIAL:
Client: Ricola
Turn Key Project:
Overview
Ricola Swing! Show Choir Challenge Season 2
Flash Mob Activations along Orchard Road
Objectives: To recruit public to join the show choir challenge
The general objective is to recruit as many teams to join Ricola
Swing! Show choir Challenge Season 2. This is done by activating
flash mob teams along Orchard Road on weekends to inspire the
public. Coupled with these activations, we also have distributors to
give out Ricola Elderflowers Swiss Herb Drops and exclusive
bookmarks (in four different designs) specially for season 2.
The distributors also carry with them signage to promote Ricola
Facebook Page. The page includes all information of the contest
and giveaways prizes. It is also where public can view the
contestants’ videos and vote for their favorite team/s.
CONFIDENTIAL:
Client: Ricola
Project:
Swing! Season 2
CONFIDENTIAL:
Client: SONY
Project:
Christmas Showcase at Best Denki
Best Denki@Vivocity
Dec 2011
Objective
To ENGAGE Best Denki consumers through the use of a creative concepts.
To SHOWCASE SONY’s Digital Imaging products.
EDUCATE consumers on the ability of the cameras through hands on
experiences.
To get camera enthusiast and regular consumers to ADOPT the mentality that
SONY provides the perfect product for all users.
CONVERT camera, photography enthusiasts and regular consumers into SONY
supporters.
To allow SONY a TOP-OF-MIND awareness among consumers
CONFIDENTIAL:
Client: SONY
Project:
Christmas Showcase at Best Denki
Best Denki@Vivocity
Dec 2011
CONFIDENTIAL:
Client: DDB
Project:
McDonald’s OOH Execution
Objectives
The Monopoly Concept is back in McDonald’s whereby consumers get to stand prizes by
collecting the stamps and pasting them onto a collection sheet which looks like the
Monopoly board. This is a pre-launch event whereby SPOC is hired to create the public’s
awareness on its return.
Concept
The concept is to create all day awareness all around the island. A bus was rented and a
samba percussion band was employed to play on its open-deck completed with two
ambassadors to dance, wave, blow whistles and basically do everything to get the public
to turn their heads and catch a glimpse of the bus!
The band and ambassadors will then get off at selected McDonald’s outlets to perform
and interact with the audience
CONFIDENTIAL:
Client: DDB
Project:
McDonald’s OOH Execution
CONFIDENTIAL:
Client: Dairy Farm
Turn Key Project:
Phase 1 : Apr – June 2011
Little Green Ambassador Phase 2 : July – Oct 2011
What
Who is targeted at
Where
: Green Initiative by Dairy Farm, SWCDC, NEA, SEC
: Preschoolers aged between 3-6 years old
: Participating Dairy Farm outlets islandwide
Message
CONFIDENTIAL:
Client: Dairy Farm
Turn Key Project:
Charity Mechanics
Charity towards needy families
• Target to donate $100,000
worth of provision to needy
families.
• DFSG and SWCDC set to
contribute $50,000 each.
• To reach out to 4,000
beneficiaries from the South
West district.
• Where Each Family to receive
a bag worth $25.00.
(4,000x$25 = $100,000)
CONFIDENTIAL:
Client: Dairy Farm
Turn Key Project:
Concept
Logo
Passbook
Front
Back
Sticker
Back
Hanging Mobile
Front
CONFIDENTIAL:
Client: Dairy Farm
Turn Key Project:
Concept
Certificates
Bronze
Silver
Gold
Badges
CONFIDENTIAL:
Client: Asahi
In-Store Display
CONFIDENTIAL:
Client: Asahi
Project: Asahi Pop Up Bar
CONFIDENTIAL:
Client: Nando’s
Project: Nando’s Human Vending Machine Roving
CONFIDENTIAL:
Client: Nando’s Chickenland Singapore
Turn Key Project:
Peri-Lection (Sampling/Roving Activation)
CONFIDENTIAL:
Client: Nando’s Chickenland Singapore
Project:
Barci Gras Flash Mob
CONFIDENTIAL:
Client: Clarke Quay
Project: Erdinger Oktoberfest 2011
CONFIDENTIAL:
Project: Singapore Food Festival 2011
CONFIDENTIAL:
Client: Restaurant Association of Singapore
Project: Star Chef Competition 2011
CONFIDENTIAL:
Client: Dairy Farm
Turn Key Project:
Little Green Ambassador
Launch at Giant, Vivocity on 21 April 2011
CONFIDENTIAL:
Client: Galderma
Project:
Cetaphil Roadshows 2011
Objective
To promote and showcase that Cetaphil products are not just a
pharmaceutical product but a product for everyday.
With the tagline, "Every Cetaphil women's a winner", Cetaphil wanted
to target the female consumers, holding a series of roadshow and
rewarding consumers with a chance to win an iPad 2 or $688 Cash!
From Tampines to Jurong, Cetaphil goal was to showcase the easy 3
steps to a beautiful new you, and that Cetaphil is a product for
everyone, anytime, any day.
CONFIDENTIAL:
Client: Galderma
Project:
Cetaphil Roadshows 2011
CONFIDENTIAL:
Client: Elledi
Project:
Mass Sampling Event 2011
Objectives
-Conceptualise a brand identity for Elledi
-Increase brand visibility and awareness in the PMEB market (target
audience)
-Educate target audience on the brand attributes of Elledi
Approach
-Creation of a unique brand proposition for Elledi
-On-site activations with prominent visibility materials, e.g. branded
push carts, roving uniformed promoters with branded backpacks
and posters (for visibility)
-Sampling trials (for understanding of brand attributes)
CONFIDENTIAL:
Client: Elledi
Project:
Mass Sampling Event 2011
CONFIDENTIAL:
Client: Kraft Foods
Turn Key Project:
Kraft Foods Movie Mania 2011
Overview
Objectives: Reward and motivate employees, break the ice across all
management levels and provide a channel for interaction and bonding
The ‘Kraft Foods Dinner & Dance’ is the inaugural celebration by
Kraft Foods (Singapore) to bring together international and local
team members for an evening of fun and relaxation. A Movie Mania
theme was conceptualised and with the use of spotlights, movie
posters, roving movie characters and movie theme games, the
employees of Kraft Foods were treated to a night of fun-filled games
and fame. All came dressed up to theme and Movida at St James
Power House was transformed into a Cinematic hub filled with
movie superstars and super heroes.
CONFIDENTIAL:
Client: Kraft Foods
Project:
Movie Mania 2011
CONFIDENTIAL:
Client: Guinness & Tiger
Project: CNY 2011 Live Unplugged
CONFIDENTIAL:
Client: Danone Dumex
Project:
CNY 2011 Promotion (In Store)
CONFIDENTIAL:
Client: SONY
Project: SONY NEX C3 Product Launch
CONFIDENTIAL:
Client: SONY Digital Imaging
Project: SONY NEX Roadshow 2010-2011
Concept
CONFIDENTIAL:
Client: SONY Digital Imaging
Project: SONY NEX Roadshow 2010-2011
CONFIDENTIAL:
Client: DOVE
Design & Production
POSM Collaterals
Shelf Banner (20x70cm)
Gondola End Display
CONFIDENTIAL:
Client: DOVE
Design & Production
POSM Collaterals
Wobbler
(12x12cm Die
Cut)
Light box Display
Hanging Mobile (40x30cm Die Cut)
Shelf Talker (100x5cm Die Cut)
CONFIDENTIAL:
Client: DOVE
Design & Production
Customised Display
CONFIDENTIAL:
Client: DOVE
Design & Production
Animated Display
CONFIDENTIAL:
Project:
CONFIDENTIAL:
Client: Unilever
Project:
Sunsilk RoadShow 2010
CONFIDENTIAL:
Shanghai Coke Museum
(Coke Vault) >
< Johnnie Walker
CONFIDENTIAL:
Project:
CONFIDENTIAL:
Client: Unilever
Project:
Dove CNY Promotion 2009



The Dove Chinese New
Year 2009 promotion was
held for 4 weekends (Fri –
Sun) from 2nd January to
24th January
Promoters were deployed
at 35 NTUC, Sheng Siong,
Giant, Cold Storage, Shop
& Save outlets to promote
Dove Shampoo banded
packs
A pinball machine was
used for redemption of
vouchers, red packets and
couplets
CONFIDENTIAL:
Client: Changi Airport Group
Project:
Branded Outlet Sales at 3 TOP
• 2008 Christmas Promotions
With a minimum spending of $50
by VISA and $80 by other means,
shoppers are entitled to
– redeem a free T3 tumbler and
fill up the tumbler with free
candies from the Candy
House
– take a picture with Santa
Claus in the Candy House
– redeem a free Kiddy Train
Ride
CONFIDENTIAL:
Project:
Branded Outlet Sales at 3 TOP
• 2008 Christmas Promotions
Facts
Over a period of 37 days
– Total redemption number
of 11,310
– Total sales generated
$1,184,244
• Facts at Changi Airport
– Total of about 20,000
strong airport community
– Very strong weekday
lunch and dinner crowd
– Very strong weekend
crowd
– High tourists traffic
everyday
CONFIDENTIAL:
Client: DELFI
Design & Production
Side Stand Display
CONFIDENTIAL:
Client: DELFI
Design & Production
Side Stand Display
CONFIDENTIAL:
Client: TEISSEIRE
Design & Production
Display + Sampling
Aisle Display
Sampling
Booth
CONFIDENTIAL:
Client: F&N
Design & Production
Branding Fascia for Refrigerator
CONFIDENTIAL:
Client: BAILEYS
Design & Production
Full Range POSMs
CONFIDENTIAL:
Client: Puma
Project:
Da Mouth X Puma Da Final Frame (In Store)
CONFIDENTIAL:
Project:
Voucher Promotion
CONFIDENTIAL:
Client: Smirnoff Green Apple
Design and Production:
Event Decor
CONFIDENTIAL:
Client: SONY
Project:
SONY Christmas Roving for Sony@Wisma
OVERVIEW
To Encourage public to take pictures with Santa at SONY Store, Isetan
Orchard
To Increase Traffic Flow to SONY Store, Isetan Orchard
To Promote Gifts Ideas that SONY has for Christmas
CONFIDENTIAL:
Client: SONY
Project:
SONY Christmas Roving for Sony@Wisma
CONFIDENTIAL:
Some of our clients …
CONFIDENTIAL:
Some of our clients …
CONFIDENTIAL:
TEAM STRUCTURE
CONFIDENTIAL:
Team Structure
Luke Lee
Director
Goh Pei Lin
Associate Director
Joey Wong
Associate Director
Joanne Hu
Senior Executive
Ben Ong
Manager
Adrian Cheng
Senior Executive
CONFIDENTIAL:
Luke Lee
Bar Owner, Wine & Spirits Importer, and National F&B Event Organiser – these are
the three key ingredients to Luke’s success in the F&B industry.
bio
Besides being a F&B operator managing a wide variety of F&B concepts including R
Burger, Rice Café and FIVE Izakaya bars, he also imports and markets a global
portfolio of wines and spirits like Zonin wine, Camus cognac, Marie Brizard Liquer,
Pravda Vodka, and Lanson Champagne.
Luke founded the Singapore Food and Beverage Alliance (SFBA) to connect and support all F&B players in
Singapore through a plethora of services such as industry updates, workshops, networking events, cost
management and consultation. Some of the key campaigns organised by SFBA include Singapore Food
Festival (SFF) and Crave Singapore.
It is no surprise that Luke’s first job is in F&B. He started out his career in the beer industry with Asia Pacific
Breweries managing global beer brands like Heineken and Guinness.
Luke is no stranger to receiving industry recognition, winning numerous accolades like the regional
advertising campaign, “Why not you?” that was awarded “Cable TV Campaign of the Year” in Singapore
Advertising Hall of Fame 2003, “Gold EFFIE Award” in Singapore EFFIE Awards 2004, “Advertiser of the Year”
in Singapore Advertising Hall of Fame 2004 and was placed Top 10 GUINNESS campaign in the world. He was
also responsible for other award winning initiatives such as GUINNESS “Drink Don’t Drive” Campaign and
“GUINNESS Irish Festival” that won Silver (Ambient) and Bronze (Print) respectively at Creative Circle Award
2004. He was also the Project Manager for the successful “Dr. Inkbeer” campaign that won awards at
Cannes, the Creative Circle Awards, and the Singapore Advertising Hall of Fame awards in 2003.
With a passion and flair for marketing, Luke teaches Principles of Marketing and Product & Brand
Management at NUS Business School.
CONFIDENTIAL:
bio
Pei Lin is an Associate Director in Singapore Food & Beverage Alliance
Pte Ltd managing a team integrated marketing specialists. Her team
has a strong portfolio of clients like Ministry of Community
Development, Youth and Sports (MCYS), Citibank, Kraft Foods,
Citibank, AsiaMalls, Changi Airport Group, and Singapore Tourism
Board.
Some of the notable campaigns include National Family Celebrations
2012, ‘We Welcome Families’ Week 2011, ‘We Welcome Families’
Awards 2012, Citibank Dinner & Dance, AsiaMalls Food on Parade
Campaign (across 6 various malls under AsiaMalls), and Singapore
Food Festival (2009 – 2012).
With a strong passion and aptitude in integrated marketing, Pei Lin is
able to manage campaigns with a cohesive through-the-line approach,
directing all the activation touch points towards achieving commercial
results. Her keen eye for detail and meticulous working style ensures
that campaigns managed by her team are executed successfully and
surpass expectations.
Educated at the National University of Singapore, Pei Lin holds a
Bachelor of Arts with Merit, majoring in Communications and New
Media.
CONFIDENTIAL:
bio
Joey Wong is an Associate Director in Singapore Food &
Beverage Alliance Pte Ltd managing a team of integrated
marketing specialists. Her team has a strong portfolio of
clients like Singapore Tourism Board, IRAS, Jurong Town
Council, and Sentosa Harborfront.
Some of the notable campaigns include ‘Youth Olympics
Singapore Logo Launch’, ‘STB Service Star Awards, ‘Nando’s
Ambient Marketing’, and ‘Singapore Food Festival (2009 –
2012)’.
With a strong passion and aptitude in integrated marketing,
Joey is able to manage campaigns with a cohesive throughthe-line approach, directing all the activation touch points
towards achieving commercial results. Her keen eye for detail
and meticulous working style ensures that campaigns
managed by her team are executed successfully and surpass
expectations.
CONFIDENTIAL:
bio
Ben Ong is a Manager in Singapore Food & Beverage Alliance
Pte Ltd managing a team of integrated marketing specialists.
His team has a strong portfolio of clients like Singapore
Tourism Board, Nando’s, Starhub, Singapore Media Academy,
and NTUC FairPrice.
Some of the notable campaigns include ‘Opening of Nando’s
Singapore market (2009 to present)’, ‘STB Service Star Awards,
‘NTUC UPicnic’, and ‘Singapore Food Festival (2009 – 2012)’.
With a passionate and creative-minded attitude in integrated
marketing solutions, Ben is able to propose and conceptualize
campaigns to meet every business objectives and needs. His
cheerful and detailed personality has been a pivotal role to
ensure every campaigns is managed meticulously to exceed
expectations.
CONFIDENTIAL:
bio
Joanne Hu is an Senior Executive in Singapore Food &
Beverage Alliance Pte Ltd. With the team, she has served
clients like Singapore Tourism Board and International
Exhibitions Group. Her forte is in the recruitment and
management of SFBA members as well as food vendors for
F&B events like Singapore Food Festival (2011 & 2012), U
Picnic and Food & Electronics Fair 2012.
Graduated from University of Queensland with a degree in
Business Management majoring in Marketing, Adrian Cheng is
one of the Senior Executive under Singapore Food & Beverage
Alliance. Taking part in multiple major event such as
Singapore Food Festival 2012, U Picnic and several other
events, he accumulated event experience ranging from
pitching, coordination and on site event management.
CONFIDENTIAL:
Singapore Food & Beverage Alliance Pte Ltd
390 Race Course Road Singapore 218647
t +65 6796 9332
f +65 6796 9333
w www.sfba.com.sg
CONFIDENTIAL:

Singapore Food and Beverage Alliance

Transcription

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