Sangria Lolea Marketing Case Study - How to activate a brand at the point of purchase across Woolworths liquor stores in Australia.

1. Spanish Specialties 1
Sangria Lolea is ready to have a
breakthrough performance in
Australia this FY16
Lara Garcia

2. Spanish Specialties
ü Australia is 17 000 km away from Europe, Australians
have European origins & a nostalgia to the continent
ü 1 in 3 Australians travel to Europe and more than
200k go to Spain every year
ü Most of Australia enjoys a Mediterranean or tropical
weather in the country with more than 1 in 2 sunny
days* per year
$15-$25<$6 Sangria $10-$15
The Australian market is “a low hanging fruit” for Sangria Lolea; a
country with great weather, a growing Sangria category…
Australia is a social outgoing country where
more than 1 in 2 days along the year
are sunny days.
ü There is a Premiumisation trend in wine both across
the globe and in Australia.
ü Australians consume approx. 1/2 million bottles of
sangria, equivalent to AUD 4 mill every year. The
category grew 55% on April FY15 vs. LY (Last Year)
ü $6 to $10 Sangria segment represents 90% of the
category
• Source: http://www.australia.com/en/facts/weather.html
• ** Source April F15 Aztec scan data
The Sangria category represents ½ mill
bottles and grew 55% vs. last year**
2
Sangría Category in Australia
Key Price segments and competitors

3. Spanish Specialties
ü The occasion to consume Sangria tend to be
unplanned – something for the weekend,
ü Sangria is considered to be an afternoon drink, a
starter of a casual dinner party, cool barbecue at
someone else’s house with friends and family*
ü According to 5 store managers of liquor stores in
Australia, 25 to 45 yo., ladies demonstrate interest in
sangria during summer season and ask for advice to
staff members in store*.
ü These ladies are after something different to step up a
dinner party either at home or a friends’ house.
ü Sangria is then consumed to share with friends
3
... and a target shopper that is already considering sangria in her
repertoire of drinks*
• Source: interview to 5 store managers. Please consider these results are not definitive. The method used is a basic
one and they can not be considered final results. They are orientative for the purpose of the presentation
The Sangria Shopper is a 25 – 45 yo. urban
extrovert girl**
Sangria is the kick off drink of a cool casual
get together event with friends*

4. Spanish Specialties
ü Authentic Mediterranean Sangria with natural
ingredients made to share with friends and family
ü In a context of strong premiumisation trends in
wine, this is the unique Premium Sangria in the
category in Australia
ü Strong Packaging that reflects its Mediterranean
lifestyle like no other competitor
SANGRIA LOLEA - Perfect brand to
capitalise the growth of the Sangria
Category
Sangria Lolea has the right to win as It represents the unique
Authentic Premium Mediterranean Sangria in the market
4

5. Spanish Specialties
ü Woolworths liquor stores; Dan Murphys and BWS -
account for 37% of the category.
ü Yellow Tail and La Esencia represent 90% of the
category.
ü Yellow Tail is one of the largest small wine
brands in Australia and the best seller sangria
brand in Australia.
ü Sangria La Esencia is the 2nd best seller sangria
brand selling 14k 9L cases.
ü There are 7 new products that have entered the
category in the last 3 years
However, there are strong competitors in this very young category
5
2 competitors represent 90% of the category and new brands join the category every year
• Source: MAT April F15 Aztec scan data
• Example of Sangria Competitors: Fog City Sangria 500 ml, Sangria The Red 330 ml, Sangria The White 330ml
Key Competitive Set, MAT April FY15

6. Spanish Specialties 6
… and 3 key issues for Sangria Lolea
UNDEFINED & BLURRED
CATEGORY
Category Issue
VISIBILITY ISSUE
Retailer Issue
LACK OF AWARENESS &
TRIAL LEVELS
Shopper Issue
ü Young category with a strong
concentration of players
ü Unlike other categories, It is
believe that there is no
planogram built for the Sangria
category, since brands sit at
random, different locations across
similar stores
ü Sangria Lolea might has in store
visibility issues:
1. In BWS stores – there is no
consistent placement across
stores. This can provoke confusion
to the shopper.
2. In Dan Murphy stores – Sangria
Lolea sits at poor placement,
bottom shelf of the aperitif/liquors
category
ü It is believed that while people
start to see sangria Lolea in
store, it still likely that might have
low Awareness levels*
ü There is an opportunity to inspire
shoppers to taste Sangria Lolea
and drive trial levels up.
• Source: interview to 5 store managers. Please consider these results are not definitive. The method used is a basic
one and they can not be considered final results. They are orientative for the purpose of the presentation
ACTION: N/A
we have limited influence
How can we improve
Visibility?
How can we inspire shoppers
to taste Lolea at scale?

7. Spanish Specialties 7
Kirribilli, Sydney Mosman, Sydney Gladesville, Sydney
See examples of Lolea in stores
ü OK on shelf placement.
ü Opportunity to improve consistency
of in store placement across stores
ü Poor in store location & on shelf
visibility
ü Opportunity to improve placement
(BWS =
1200 stores)
(Dan Murphy
= 174 stores)
How can we improve Lolea in store Visibility?

8. Spanish Specialties
How can we effectively encourage 25 to 45 yo. ladies to try Sangria Lolea
during summer?!
8
How can we influence key retailer to improve visibility of the brand in
store?!
2 questions to tackle these issues…
Retailer Question
Shopper Question

9. Spanish Specialties
by working on
a compelling Shopper Marketing Campaign that inspire key retailer
and shoppers
BIG IDEA:
Sangria Lolea inspires Mediterranean friendship
9

10. Spanish Specialties
Activities
Media Amplifi
Timing
Sangria Lolea inspires Mediterranean friendship
Wc. 15th Nov Wc. 15th of Dec Wc. 1st of Feb
Campaign
FY16 Sangria Lolea campaign in BWS stores aims to portray the best of Mediterranean
scenes (away from Spanish folklore) fitting perfectly with Australian occasions of
consumption
27th March
ü X2 FB posts llinked to video
with Media Investment
associated to reach max
no. of shoppers
ü BWS
Catalogue
In store
Activation
ü At Shelf Decal
ü Gondola end location during 4 weeks –
(BWS = 1200 stores).
7th July
ü iNTRODUCTION TO
BRAND, GENERATE
INTERESTE
ü IMPROVE IN STORE VISIBILITY
ü INCREASE AWARENESS & TRIAL LEVELS
ü KEEP BRAND ALIVE
IN THE SHOPPER
REPERTOIRE
Benefits
Objective SHOPPER MARKETING CAMPAIGN TO INSPIRE LADIES TO TASTE SANGRIA
LOLEA AT SCALE
FOLLOW UP
CAMPAIGN
INTRODUCTION TO
SANGRIA LOLEA
PROMOTION TRIP TO
MEDITERRANEO
PROMOTION
SANGRIA PARTY KIT
EASTER SAN
FERMIN
1 2 3
10
ü 162k fans
ü X2 FB posts with Media
Investment associated to
reach max no. of
shoppers
ü ¼ page of BWS
catalogue
ü X2 FB posts with Media
Investment associated to
reach max no. of
shoppers

11. Spanish Specialties
Date: October 2015 - beginning of Australian Summer
Objective: Introduce Sangria Lolea to key target shopper & iinspire ladies to consider Sangria Lolea during summer
Execution: x2 Posts on BWS Facebook Page that links with Video of the Launch of Sangria Lolea. Ensure there is media
investment to reach max level of target shoppers.
Copy: We are introducing a special guest
in house - Sangria Lolea perfect for a
dinner party.
Lolea the authentic craft sangria coming
from the Mediterranean. Check this great
video out.
Can anyone guess where has been
recorded? And you, where would you
have your perfect sangria?
SUMMER, FRIENDS, ICE, ORANGE
WEDGES, SANGRIA LOLEA
Video
Introduction to Sangria Lolea1
11

12. Spanish Specialties
WIN IN A TRIP TO MALLORCA FOR U & A FRIEND
WITH SANGRIA LOLEA
Date: Mid November 2015 – Summer Season
Objective: inspire shoppers to consider Sangria Lolea during summer season
Execution: 360 degrees shopper marketing campaign
Alternative destinations: Seville, San Sebastian
Copy: What’s the perfect occasion to enjoy
Sangria Lolea?
Go to any BWS store, buy any bottle of Sangria
Lolea and enter the challenge online at
www.bwssangrialolea.com
Best answer wins.
Promotion Trip to the Mediterraneo2
12

13. Spanish Specialties
Facebook
BWS
Catalogue
In store
Gondola
End
At shelf
decal
WIN IN
A TRIP
Facebook post & Reminder !
¼ of Catalogue ad during month of December!
Presence at Gondola End
during 2 weeks of activation!
Shelf Decal!
WIN IN
A TRIP
What does the in store execution look like?
13
360 degrees Execution with touch points across the path to purchase to
encourage shoppers to consider Sangría Lolea
2

14. Spanish Specialties
WIN A LOLEA PARTY KIT
BUY A BOTTLE OF SANGRIA LOLEA TO WIN
Date: 1st of February 2016 – Summer Season
Objective: Drive Awareness and Trial levels
Execution: 360 degrees Shopper Mk Campaign
Alternatives: Cross Promo with snacks, party items
Promotion Sangria Party Kit
14
The kit includes: Lolea Ice Cube + tray + recipe cards & 2 fans
for you and a friend
+
Two options to encourage trial of Sangría Lolea
SANGRIA LOLEA PARTY OFFER –
BUY 6 BOTTLES & GET 25% OFF
Date: 1st of February 2016 – Summer
Season
Objective: Drive Awareness and Trial
levels
Execution: 360 degrees shopper
marketing campaign
Copy: Buy a bottle of Sangria Lolea and WIN a Lolea Party
Kit. 1 Kit per store to win
Copy: Buy 6 bottles of Sangria Lolea,
get 25% off and WIN a vintage case of
Lolea
+
3

15. Spanish Specialties
Facebook
BWS
Catalogue
In store
Gondola
End
At shelf
decal
WIN
PARTY KIT
Facebook post & Reminder !
¼ of Catalogue ad during month of December!
Presence at Gondola End
during 2 weeks of activation!
Shelf Decal!
WIN PARTY
KIT
What does the in store execution look like?
15
360 degrees Execution with touch points across the path to purchase to drive
Awareness and Trial
3

16. Spanish Specialties
HAPPY EASTER TAPAS w. SANGRIA
LOLEA
Date: 25th of March
Execution: Facebook coupon activation on
BWS website with media investment
associated
7th of July 25th of March
CELEBRATE SAN FERMIN and get an
authenc San Fermin Hankerchief
Date: 7th of July
Execution: Facebook posts at BWS website
with media investment associated
Copy:
Braised Chorizo, cheese platter, olives,
friends, family and Sangria Lolea for
everyone. And you, What are you
planning to have this Easter?
Buy any Sangria Lolea and get 20% off
Copy:
7th of July, San Fermin – Street Party in
Pamplona, Spain. The city gets transformed
for the day. Anyone keen to get a San
Fermin signature Hankerchief?
Buy a bottle of Sangria Lolea and WIN a
Lolea/ San Fermin Hankerchief – until stock
last
2 additional follow up events to keep the brand alive in
the shopper mindset
20%
OFF
16

17. Spanish Specialties
1. The Australian Market is a low hanging fruit for Sangria Lolea
2. Sangria Lolea has the right to win in this market
3. However, a few elements are making things harder; a young and blurrer
category, strong presence of competitors, low Awareness and Trial levels of the
brand
4. Through a compelling campaign, Sangria Lolea delivers incremental 50k
bottles at a cost of 70k €
Summary – Lolea is ready to have a breakthrough performance
& deliver incremental 50k bottles in Australia this FY16
17

18. Spanish Specialties 18
Thanks
Lara Garcia
2/27A Eaton Street, Neutral Bay, Sydney, NSW,
Australia
info@spanishspecialties.net
Ph: 0434918061
www.spanishspecialties.net