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Page 1 Confidential to Fonterra Co-operative Group
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Introducing Fonterra
Confidential to Fonterra Co-operative Group
May 2016
Dairy Leadership
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Page 3 Confidential to Fonterra Co-operative Group
Achyut Kasireddy President Director, Fonterra Brands Indonesia
• Direct the development of the Co-operative’s branded business in Indonesia.
• Strong background in FMCG and the global dairy industry.
• Fonterra leadership roles across multiple geographies for 13 years.
• Prior to leading Indonesia in 2015:
– Led Fonterra’s branded business across Greater China
– Led Fonterra’s branded business in Sri Lanka and South Asia as the General Manager of this region for five years.
• Graduated at the top of class in Master of Business Administration at the Institute of Management Studies, University of Mysore, India.
• Alumnus of Wharton AMP & INSEAD YMP.
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Page 4 Confidential to Fonterra Co-operative Group - November 2015
What we’ll talk about today:
1. Who we are
2. Case study: Building brands with compelling propositions
3. Q&A
Page 4 Confidential to Fonterra Co-operative Group
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Page 5 Confidential to Fonterra Co-operative Group - November 2015
Our story starts in New Zealand From humble beginnings more than a century ago, we are now a global dairy nutrition company sharing the natural goodness of dairy with the world.
Page 5 Confidential to Fonterra Co-operative Group - November 2015
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Dairy For Life [Video]
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Page 7 Confidential to Fonterra Co-operative Group - November 2015
Our purpose is to become the world’s
most trusted source of
dairy nutrition
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Page 8 Confidential to Fonterra Co-operative Group - November 2015
World class quality standards at every step of the supply chain
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Page 9 Confidential to Fonterra Co-operative Group
Focused on innovation
• One of the world’s largest investors in dairy innovation.
• Backed by 85 years of experience
• Research centre, pilot plant and four in-market technical centres close to customers
• Over 350 scientists and support staff based at the Fonterra Research & Development Centre plus global technical centres
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Page 10 Confidential to Fonterra Co-operative Group - November 2015
Our products and ingredients are in 140 markets
22 billion litres of milk
processed
95% of our milk is exported
During peak, container of
product loaded
every 2 mins for export
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Fonterra in Indonesia: Providing high quality dairy nutrition and promoting a healthy lifestyle to everyone, every day
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Snapshot of Fonterra in Indonesia
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Page 13 Confidential to Fonterra Co-operative Group - November 2015
Portfolio of trusted local brands
NUTRITION FOR LIFE
OUT OF HOME NUTRITION
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Page 14 Confidential to Fonterra Co-operative Group - November 2015 Page 14 Confidential to Fonterra Co-operative Group - November 2015
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Page 15 Confidential to Fonterra Co-operative Group
Channel-Led Strategy
Expert Chefs around the world to help customers
Our strategy to approach customers based on position in
WAR matrix
Our tools: E-Detailing
Our products
Leading in Foodservice
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Building a manufacturing presence
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Insert
Committed to supporting local communities
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Page 18 Confidential to Fonterra Co-operative Group
Fonterra Dairy Scholarship [Video]
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Case study: Building brands with compelling propositions
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Page 20
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FACTS NEED GAP BRAND TASK
Lower calcium intake and the prevalence of osteoporosis
creates a need for good bone health through
sufficient intake of bone
nutrients.
A key need gap gave birth to our brand journey…
• In Asia, traditionally low-calcium diets have created a serious osteoporosis issue for women and men.
• By 2050, 50% of osteoporotic hip fractures will occur in Asia.
• Two out of five Indonesians are at risk of osteoporosis
As the bone health expert, the task
was to drive awareness
regarding the risk of Osteoporosis
and help Indonesia prioritize their
bone health
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Confidential to Fonterra Co-operative Group
Anlene is well known across Asia and Middle east
Launched in 1991.
We’re the pioneer in establishing the high calcium milk category.
What led to the growth of this brand across Asia and especially in Indonesia?
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Confidential to Fonterra Co-operative Group
Build Awareness: education on Osteoporosis
Prioritisation: Make bone health important and show how it affects them
Brand Task
Education + prioritization was our key tasks
We used the entire marketing mix to deliver our key proposition
Product Price Place Promotion People Process Physical evidence
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Confidential to Fonterra Co-operative Group
Ground level activities helped educate the importance
We’ve encouraged more than 200.000 people to move for
bone health
1 million Indonesians are given free bone scan each
year
Osteoporosis Free City Educated over 35.000 PKK officials on osteoporosis
prevention
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Confidential to Fonterra Co-operative Group
Whilst other key mediums drove our proposition
Compelling media campaigns with proof of prevention
through proper bone health
Addressing consumer preference through flavor
and forat innovation
Availability and visibility at outlets to entice purchasing
We made it convenient in order to help them prioritize their bone health
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Page 25 Confidential to Fonterra Co-operative Group
CRM, BoneScan & AMC
In-store Branding
Event/Activation
Partnership & Community Program
Digital
TV
Print Ad
Massive media campaigns & consumer touch points
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Making innovation a key pillar across countries
Indonesia Malaysia Singapore Thailand
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Available at an arm-reach
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Today, Anlene is the #1 adult brand in ASEAN markets
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Confidential to Fonterra Co-operative Group
We will continue to keep up with consumer needs
Proposition from specialized functional milk for bone health
Helping you “move” for a healthier lifestyle
Now Future
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Page 30 Confidential to Fonterra Co-operative Group
Anlene #MoveNow – National Move Month [Video]
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Building Brands that last for ever …
Relevant consumer insights
Thorough understanding of
consumer behaviour
Proposition which balances all
marketing mix elements
Constant engagement with target consumers
Innovation to stay relevant
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Terima Kasih