Polish Food Campaign for Lidl UK Proposal - prepared by Pawel Urbanski and presented in May 2007 to Regional Director of Lidl in London and Buying Director of Lidl UK

1. 1
POLISH FOOD CAMPAIGN
Proposal for Themed Food Campaign of Polish
Products for Lidl UK
by Pawel Urbanski
London, May 2007

2. 2
POLISH COMMUNITY - FACTS
 LARGEST SINGLE WAVE OF IMMIGRATION FOR OVER 300
YEARS.
 THE GROUP OF 1 MILLION NEW CUSTOMERS
 ALL BIG RETAILERS ARE ALREADY IN COMPETITION
 THERE IS MORE THAN 30 POLISH DELICATESSEN
WITHIN M25
 MOST OFF-LICENCES IN LONDON ARE SELLING POLISH
PRODUCTS

3. 3
THIS IS LARGEST NEW GROUP OF
CUSTOMERS WITH DISPOSABLE
INCOME OF ESTIMATE
FROM £4 TO £7.5 BILLION
IN 2007 !!!

4. 4
PROFILE OF POLISH CUSTOMER
• 80 % HAVE NOT REACHED AGE OF 32
• 97 % MOVED TO UK WITHOUT FAMILIES
• 97 % WORK FULL TIME
• 78 % ARE EARNING BETWEEN £5-6 / HOUR

5. 5
INTENDED LENGTH OF STAY
56%
25%
2%
3%
5%
10%
0% 10% 20% 30% 40% 50% 60%
less than 3 months
do not know
3 to 5 months
6 to 11 months
1 to 2 years
more than 2 years

6. 6
GEOGRAPHICAL DISTRIBUTION OF POLISH IMMIGRANTS
17.55%
14.36%
12.17%
9.29% 9.29%
8.79%
8.11%
7.27% 6.93%
3.72%
2.53%
London
Anglia
M
idlands
Central
North
East
North
W
est
South
W
est
Scotland
South
East
Northern
Ireland
W
ales

7. 7
NEWSPAPERS REFERENCES
 City Council of Southampton is not sure how many Poles are there, but estimates it
could be as high as 20,000. In a city of 200,000 people is one in 10.
 According to Scotsman.com the number of Polish immigrants in Scotland could
soon hit 100,000. As a result, Polish communities have sprung up in Glasgow,
Inverness, Aberdeen, Edinburgh, the north-east coast and the Borders
 Llanelli's (Wales) population of 40,000 has been bolstered by an influx of at least
2,000 Polish immigrants, and thousands more in the surrounding Gwendraeth
Valley. It means the Carmarthenshire town famous for Felinfoel beer and rugby is
now 5% Polish. And local pubs have started stocking Tyskie lager alongside more
traditional Felinfoel ales

8. 8
POLISH FOOD MARKET
 Specialist Delicatessen were first retailers to address this group of
customers
 Asda, Tesco and Morrison introduced range of Polish products
 Products started to reach customers beyond Polish Community
 According to the owner of Polish Delicatessen in Paisley (Scotland)
- one-third of his customers are Scots who come from Paisley,
Glasgow, Motherwell, Dundee and even Aberdeen
 Britain's biggest importer of Polish beer, BDD, reports that sales of
Polish beers and spirits in pubs, clubs and restaurants have increased
by 200 per cent in just one year

9. 9
COMPETITON
 September 2006 - Tesco launched Polish Range of products in five
stores in London and the southeast of England on a trial basis.
Goods stocked include traditional Polish favorites such as pickled
cabbage and local vodka brands, as well as treat foods such as
marshmallows covered in chocolate
 December 2006 - Tesco extended the Polish range, adding
sauerkraut soup, pea soup with pork and sausage, mushroom salad,
mustards and beer .
 April 2007 - Tesco extended their offering to 250 stores and
increased its Polish range from tinned and packet products to
chilled meats and bread - sells more than 100 kinds of Polish
Food.

10. 10
COMPETITON
 Demand had grown tenfold since the full range was introduced
December 2007
 Soup, pickled cabbage and chocolate-covered marshmallows are
some of the best-selling items
“Demand for Polish food and drink has been so overwhelming that it
has become the fastest growing ethnic food range ever launched in
Britain, But it's not only our Polish customers who are buying these -
certain lines such as soft drinks, sweet delicacies and beer have
become very popular with non-Poles. High demand for Polish food
has made it the fastest-growing type of ethnic food…”
Elena Connell, The Ethnic Foods Buying Manager at Tesco – 16.04.2007

11. 11
COMPETITON
 September 2006 - The Polish range is the first to feature under Morrisons
new ‘World Foods’ point of sale in store. Retailer launched range of 32
Polish foods in 11 stores including Hendon, North London, and Luton
 December 2006 - Morrison’s is helping the Polish communities in selected
areas (i.e. Bradford) to enjoy a home from home Christmas, by selling carp
and a number of Polish products this festive season in action called
Morrison’s Polish Cuisine. (Action undertaken in 35 stores)
 February 2007 - Morrisons is establishing itself as one of the UK’s largest
retailers of Polish food, with its range 55 products, from traditional
specialities to everyday favourites. 283 Morrisons stores nationwide started
selling a selection of own label and branded products from Polish foods
range. Morrisons plans to further develop its Polish range and dramatically
extend the existing range shortly.

12. 12
MARKET REACTION
Heinz launched a range of Polish food in the
UK called Pudliszki.The Pudliszki range
includes traditional Polish home comforts
including beef tripe in broth, stuffed cabbage
in tomato sauce and beef goulash and will be
sold in supermarkets nationwide. Packaging
will carry Polish logos though there will be an
English translation of the ingredients for
adventurous customers keen to try something
different.
Heinz plans to sell 13 Pudliszki products
priced at £1.79. Asda, Sainsbury’s and Tesco
have agreed to stock the range.

13. 13
TARGETS OF THE CAMPAIGN
SHORT-TERM TARGETS
LONG -TERM TARGETS
 attract Polish (and other Eastern European Customers) to Lidl Stores
 maintain interest of existing customers by launching new range of World Food Products.
 establish strong relation between Lidl and Polish Community, making Lidl
as a first choice of retailer for daily shopping.
 make reputation of Lidl as a retailer of World Food,
 develop turnover by offering new brands and products to existing (non-
Polish) customers and attract new groups of customers.

14. 14
CAMPAIGN PLAN - PHASES
1. Polish Themed Week
2. Permanent introduction of Polish Range of Products

15. 15
Polish Themed Week - Targets
 Draw attention of Polish Community to Lidl Stores as a
supplier of Polish Products,
 Attract new groups of customers (mainly from East
Europe) and establish good relationship,
 Continue trend of different themed weeks and offering
existing customers new tastes of world food,
 Check potential of the products to go beyond Polish
Community.

16. 16
PTW – GROUPS OF PRODUCTS
 READY MEALS – QUICK AND CONVENIENT WAY OF HAVING
TASTY DINNER WITHOUT FAMILY IN SHARED HOUSEHOLD.
 SWEETS AND DELICATESSEN – A BIT OF PLEASURE FOR POLES –
GREAT POTENTIAL TO GO BEYOND POLISH CIRCLE.
 ALCOHOLS – FAR FROM FAMILY, WITH FRIENDS AND WORLD
KNOWN BRANDS
 DRY GOODS – EASY TO STORAGE, PRACTICAL AND TASTY
 SOFT DRINKS – HEALTHY + HIGH QUALITY – ALREADY
NATIONWIDE
 POLISH MOVIES ON DVD – EXCLUSIVELY AT LIDL - WILL
ATTRACT TARGET GROUP TO THE STORES

17. 17
PHASE 2 – PERMANENT INTRODUCTION
OF POLISH RANGE
 BASED ON RESULTS OF PTW
 INTRODUCTION OF THE LINES
 DEVELOPING OF THE LINES BASED
ON THE PTW FEEDBACK .

18. 18
MARKETING SUPPORT
To reach its targets, campaign should be supported by
marketing activity:
 Pointing out in Lidl Leaflet that campaign’s theme is Poland
or introduction of permanent lines.
 Supporting campaign by advertisement in Polish Magazines
in UK (i.e. Cooltura – 45 000 copies weekly or Goniec
Polski), alternatively in Polish Radio London (internet only)
 Posters outside the stores – format A0 to attract customers to
Lidl for World Food Themed Week.

19. 19
PERMANENT GROUPS OF PRODUCTS
 BREAD – NOT AVAILABLE PRODUCTS
 DAIRY – NOT AVAILABLE PRODUCTS
 ADDITIONS AND SPICES – PART OF POLISH CUISINE
 SNACKS – SALE HIT
 BAKING AIDS – NOT ONLY FOR POLES

20. 20
References:
• BBC News: Peter Henley, South: Polish immigration, 16 June 2006
• Guardian: Moving with the times, 3 May 2006
• ICWales.co.uk: Robin Turner: Poles immigrate to Welsh town by thousands, 12 April 2007
• www.ind.homeoffice.gov.uk/ : Accesion Monitoring Report, 27 February 2007
• Just-Food.com, Catherine Sleep: UK supermarket chains look to tap into Polish boom, 7 November 2006
• The Herald, Cate Devine: Scots taste the flavours of Eastern Europe, 19 January 2007
• Daily Mail: Heinz meanz tripe to Poles pining for home, 30 March 2007
• Daily Mail: Polish food sales soar ten-fold, 16 April 2007
• Financial Times, Jenny Wiggins: Polish foods boost supermarket sales, 17 April 2007