Your SlideShare is downloading. ×
Sirene tuna english
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Sirene tuna english

157
views

Published on

2nd international business forum tuna pole and line hand line

2nd international business forum tuna pole and line hand line

Published in: Self Improvement, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
157
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SIRENA TUNAPRESENTED BY GREG BULL
  • 2. AGENDA1. Background2. Category Overview3. Sirena Range4. Brand Challenges5. Recap and next steps
  • 3. 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 marketingsupport to maintain this equity• ‘Sirena’ means mermaid in Italian– Hence the iconic mermaid which is featuredon packs
  • 4. 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 promotionsNational ScanMAT To 05/05/13Units (000s)Sales(Units -000s)Share ofCannedTunaGrowth VsYABaseline% ofTotalSalesTotal 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%
  • 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 skusSku Ranking:National Scan Qtr to 05/05/13Rank product inFirst 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
  • 6. 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
  • 7. 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
  • 8. SIRENA’S RANGE• Tuna and Rice Meals– 190g packs– Ready to eat– Flavors are:• Puttanesca• Italian Salad• Spicy Tomato• Rustic Bean
  • 9. SIRENA’S ADVERTISING• Consumer communicationsupports Sirena’s premiumpositioningBrand advertisingwww.sirena.com.au
  • 10. CHALLENGES FOR SIRENA• Sustainably sourced product– Sirena is looking to work with suppliers who can maintain qualitysupply of traceable pole and line caught fish• Pressure from retailers to reduce selling price– Retailers are increasingly demanding that brands maintain orreduce shelf selling price• Increased demand from consumers for higher qualityproduct– Sirena will work with suppliers who can provide consistently highquality tuna
  • 11. RECAP AND NEXT STEPS• Sirena is an Australian family owned business– Premium Italian brand that invests heavily in marketing support tomaintain this equity• Sirena’s goal is to be made of 100% sustainably caught fish by2016• Sirena is looking to work with suppliers who can maintainquality supply of traceable pole and line caught fish