5. How does the consumer identify with Fosters and how does Fosters identify with the consumer “ Consumer led, customer driven We believe in placing the consumer and the customer at the heart of everything we do. We strive to be innovative in the way that we respond to the changing needs of our consumers and customers. i-Nova is Foster's global innovation hub providing leading insights into consumer and shopper behaviour that informs every aspect of our business from brand development and marketing to supply chain and logistics.” The customer The consumer
6. But who are we…… and what perhaps happened to Fosters Wine Estates? Interview with Trevor O’Hoy (8 Feb 2008, Australian Financial Review Boss) Great Article…..but About 28 mentions of Fosters vs. about 20 mentions of Southcorp SOUTHCORP HAS BEEN GONE FOR YEARS : Purge the name Southcorp – it was only ever a “stable”; for new consumers & probably majority non-Australian market it is a distraction Gone in June 08
12. Why does the market view Fosters and its wines like this?
13. What’s the issue? * Consumers are not interested & customers do not need to know about financial metrics – the market invents its own stories! It is never about financial metrics * They represent the results of driving a good KPI which is……. connect with the consumer and build loyalty
14. Is FWE loyal to its 25 million wine consumers? Avg l /hd Number of wine drinkers Aus 28 3,760,714 Americas 10 17,910,000 EMEA 20 4,230,000 25,900,714
Introducing Fosters – a marvellous stable of under-performing assets currently reviewing its wine operations It owns multiple brands in Australia and the Beringer Wine Company in the US plus a number of other wine assets globally.
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