Siefken, Andres(2)

Our Time is Now!

Andres SiefkenVice President of MarketingDaymon Worldwide

2

Andres Siefken - VP MarketingNew York, June 16, 2009

3

4

There are 3 things I want you to remember from this meeting …

1. The Consumer is the boss!

2. Private Brands are not a trend. They are here to stay!

3. It’s in our hands to make Private Brands the Brand of Choice!

5

1. The Consumer is the boss!

6

There Are New Drivers of Behavior - The New Frugality

Trading Down

Cocooning

Survivalism

Living Better on Less

7

Private Brands are Leveraging Key Mega-Trends

Specific/Targeted

8


Specific/Targeted Comfort/Enjoyment

9


Specific/Targeted Healthy Body and PlanetComfort/Enjoyment

10


Healthy Body and PlanetSpecific/Targeted

Simplistic Convenience

Comfort/Enjoyment

11


Specific/Targeted Healthy Body and Planet

The Aging Consumer

Comfort/Enjoyment


12


The Aging Consumer


Glocal

Comfort/Enjoyment


13


Glocal


The Aging Consumer

Comfort/Enjoyment


14

Value Doesn’t Mean The Same To Everyone…

Value = Price Value = Quality/Price Value = Benefit/Price

15

The Media Is Helping To Evolve The Consumer’s Perception.

16

Understand

Innovate

ConnectDifferentiate

17

2. Private Brands are not a trend. They are here to stay!

1818

Private Brands: A Global Movement

South AmericaBrazil 8%

North AmericaCanada 24%

Unted States 22%

Mexico 5%

EuropeSwitzerland 47%

UK 43%

Germany 37%

AsiaJapan 6%

China 5%

OceaniaAustralia 25%

New Zealand 13%

AfricaSouth Africa 11%

19

47

43

37

32

31

29

27

24

25

23

22

13

12

14

11

8

6

5

5

4

39

34

29

28

27

24

21

21

20

19

12

11

10

8

6

4

3

3

46

3

Switzerland

UK

Germany

Spain

Belgium

France

Netherlands

Canada

Australia

WORLD AVERAGE

USA

New Zealand

Italy

India

South Africa

Brazil

Japan

Mexico

China

Russia

Share of Market by Value, 2007e-2008f (%)

2008f (%)

2007e (%)

Note: Based on selected mature and emerging markets; f - forecast.Source: Planet Retail Ltd - www.planetretail.net; partly based on ACNielson

19

Private Brands continue to grow…

The U.S. share is similar to the world average

How do weclose the GAP?

20

Global/Regional Retailers are Elevating Store Brands into Something Bigger and Better

21Source: Spectra InfiNet 08D Index

Charles & Betty Urban Core "La Familia”

Food Department

Non-Food Department

Health Department

Beauty Department

Baby Department

GM Department

Premium

NBE

Value

Brand building practices are becoming more important- Portfolio Brand Architecture

22

Brand building practices are becoming more important- Packaging Design

23

Industry Leaders are Driving Share through Focused Efforts

Source: “Competing in the New World of Brands: The Next Wave of Private Label”, McKinsey & Company, GMA and FPA, 2007

TargetChoxie brand offers original chocolate items

Unique Items in Category

WegmansGoal to have Wegmans brand #1 or #2 in every category

Category ManagementConsumer-Targeted

Brands

Harris TeeterEach brand in the portfolio connects with specific shoppers

24

Retailers Are Making it Easier to Shop

Simplifying the brand message

25

Auchan - China

Retailers Are Making it Easier to Shop

26

CPG brands are not the only advertised brands anymore

27


28


29

Consumer Events are Helping Build the Trust

Interaction

30

Private Brands can be hip and cool!

I love my Wegmans brand

Whole Foods 365 mentions

My HEB advertising contest

Target iphone application

31

3. It’s in our hands to make Private Brands the Brand

of Choice!

32

It’s in our hands to make Private Brands the Brand of Choice!

Address the consumer needs with Private BrandsUse Private Brands as a strategic weaponCapitalize on the economic downturnGet the buyers and category directors engagedMake it easy to shopMove from push to pull

33

Do you have a strategy to build your store brands?

34

Siefken, Andres(2)

Business

leveraging

planet simplistic

brand building

make private

private brands

cpg brands

brand

source