Sirene tuna english

SIRENA TUNAPRESENTED BY GREG BULL

AGENDA

1. Background

2. Category Overview

3. Sirena Range

4. Brand Challenges

5. Recap and next steps

SIRENA – THE PREMIUM BRAND

• Sirena is an Australian family owned business• Sirena Tuna was launched in the 1950’s

– still owned by the same family that launched the brand

• Premium Italian brand that invests heavily in marketing support to maintain this equity

• ‘Sirena’ means mermaid in Italian– Hence the iconic mermaid which is featured

on packs

CATEGORY OVERVIEW

• Sirena is the no 2 brand in the category• Just under 30M cans of tuna per annum• Sirena growing at higher rate than category

• Premium offer• Sirena has highest % of baseline sales in the category• Strong stable growth with least reliance on price promotions

National Scan MAT To 05/05/13 Units (000's)

Sales (Units - 000's)

Share of Canned

Tuna

Growth Vs YA

Baseline % of Total Sales

Total Canned Tuna 219,343 100% 5.7% 59.6%Total John West Brand 83,328 38.0% 13.2% 39.6%Total Sirena Brand 29,892 13.6% 6.7% 59.5%Total Coles Private Label 27,987 12.8% 5.0% 98.9%Total Greenseas Brand 27,545 12.6% -3.4% 27.2%Total Woolworths Private Label 8,009 3.7% -16.4% 52.8%Total Safcol Brand 2,964 1.4% -1.2% 55.5%

PRODUCT RANKING

• Sirena has top 2 selling skus in the category• Sirena has 5 skus in the top 10 ranking skus

– Total Category has 297 active skus

Sku Ranking: National Scan Qtr to 05/05/13

Rank product in First measure

(Value)Sirena Tuna In Oil 185g 1Sirena Tuna In Oil 95g 2J/West Tuna Tempter Tuna Chilli 95g 3Sirena Tuna Chilli Oil 185g 4J/West Reg Tuna Sp/Wtr 425g 5Sirena Tuna In Oil 425g 6J/West Reg Tuna Olive Oil 95g 7J/West Tuna Tempter Tuna Lemon Cr/Pep 95g 8Sirena Tuna Chilli Oil 95g 9J/West Tuna Tempter Tuna Chnky S/W 95g 10

SIRENA’S RANGE

• 95g range:– Tuna in Oil– Tuna in Oil with Chilli– Tuna in Springwater– La Vita (Lite) – in oil– La Vita (Lite) – with chilli– 9 ‘Value Ad’ flavours

SIRENA’S RANGE

• 185g range:– Tuna in Oil– Tuna in Oil with Chilli– Tuna in Springwater– Tuna with Beans

• 425g range:– Tuna in Oil

• 125g Slices– Tuna in Oil– Tuna in Oil with Chilli

SIRENA’S RANGE

• Tuna and Rice Meals– 190g packs – Ready to eat– Flavors are:

• Puttanesca• Italian Salad• Spicy Tomato• Rustic Bean

SIRENA’S ADVERTISING• Consumer communication

supports Sirena’s premium positioning

Brand advertisingwww.sirena.com.au

CHALLENGES FOR SIRENA• Sustainably sourced product

– Sirena is looking to work with suppliers who can maintain quality supply of traceable pole and line caught fish

• Pressure from retailers to reduce selling price – Retailers are increasingly demanding that brands maintain or

reduce shelf selling price

• Increased demand from consumers for higher quality product– Sirena will work with suppliers who can provide consistently high

quality tuna

RECAP AND NEXT STEPS

• Sirena is an Australian family owned business– Premium Italian brand that invests heavily in marketing support to

maintain this equity

• Sirena’s goal is to be made of 100% sustainably caught fish by 2016

• Sirena is looking to work with suppliers who can maintain quality supply of traceable pole and line caught fish