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Huaiyang Activation

Slides for booth

简报标题置于底部 20000 年 00 月 00 日

Driver: Channel

JTBD

• Channel Execution

• Authentic Huaiyang cuisine loses interest of customers due to decreaese of true authenticitiy (loss of skills of young generation) and little variety

• JTBD: Help chefs to gain more traffic (diners) through more authentic dishes and effective menu management towards more profitable variation using UFS products and menu’s

• Difference versus Classical execution

• One driver vs. 6 SKU’s

• Engagement of ‘sleepless night’ of operator

• UFS helps customer to improve HIS business: message resonates


Huaiyang Cuisine ChinaTarget: Huaiyang chefs East Region

Execution


• Creation of solution booklet, a lasting document which helps sales force from talking products to talking recipes

• More insights: 50% of menu selection in most restaurants are NON-Huaiyang recipes: but guests order 80% true huaiyang dishes : need for more choice: new variations on traditional menus are suggested


• One solution with recipes– Lasts longer for chef

– Promotes 6 key SKU’s of channel basket

– Carries much knowledge about top 10 dishes

– Provides inspiration

– Solution is also containing suggestions on balancing menu card between huaiyang cuisine and other dishes



Result


• Volume Growth + 11%

• RIO 49%

• Increased reach 15%

• Increased usage 1.3%


• Effect of 6 sku’s per sales call, most relevant to the operator.

• True build of UFS brand: the company which helps me run my business better



appendix • Full case


Channel Hierarchy: Entities that provide food/beverages on premise, incl. work place & OOH

QSR Hotel Rest. Café & Bar WorkplaceTake-aways

Others Canteen

PanCantonese

PanChuan

PanHuai yang

PanBei feng

Western

Asian

Chinese

International

4-5 star

2-3 star

Economy Hotel

Cost/Social

Profit/Commercial

Channel: HORECA + tea

Kiosks

Street Hawkers

Travel

Milk Tea Stores/ Beverage

Local Offerings

OtherTake-aways

FIB

TTT

Level 1Channel Type

Level 2Cuisine/

Food Type/Others

Level 3/4Sub-Cuisine

Other CHN Rest.

Halal

Leisure

Coffee House/Tea House

Bakery

Bar

Level 3Industry

class

Hotpot

Level 5Price by Head

Key Channel Drivers

Heritage and authenticity of Huaiyang dishes

Revitalisation my menu with fusion innovation

1.

2.

Huaiyang Channel JBTD in 2011

UFS Huaiyang solution help Huaiyang chefs(>RMB 50) in east region to attract the diners to eat more often and increase operators’ revenue via energize and optimize the menu offer with effective menu management support.

Activation Objectives

• Build awareness and relevance of UFS channel basket in Huaiyang Channel

• Rejuvenate & energize the authentic taste of Top classic dishes with Knorr savory range in Pre-treatment efficiency

• Increase penetration and usage of HY channel basket• Grow Core SKU’s USG by 25% (penetration & usage)

Source combination development route

Pre work

• Diner insight study

• Chef insight understanding

• Diner ordering habits menu analysis

Classic brainstorming

• Leading restaurant menu analysis

• Align HY dish authentic flavor as core SKU

Internalinput

• Collecting top dishes from east region

• Identify top 10 dishes

• Confirm menu management of source and base soup development

Flavor apply & testing

• Test source and soup combination

• Test source application in top dishes

• Confirm source skus and format

Guideline

• Confirm dish development guideline

• Select representative dishes based on guideline

红烧汁Teriaky

酱烧汁Buttery

醇香浓汤底Mellow Soup

真味清汤底Broth

Overview of Huaiyang cuisine

Key Characteristics of Jiangnan Cuisine

Attitudes to Different Types of Dishes

Attitudes to different types of dishes

braised pork红烧肉 sweet and sour

spareribs

糖醋小排清炒虾仁Stir-fried shelled shrimps

松鼠鳜鱼Squirrel-shaped

mandarin fish

Typical and favorite dishes 经典菜 : cannot change in terms of taste and material

Examples of typical and favorite dishes

Typical dishes are timeless and classics at their own golden standard. Besides the functional factors like authentic taste and dedicate presentation, diners do not expect them to change also out of the emotional factors:

•Representing the city, i.e. invented locally, reputable and long history

•Sophisticated (有腔调), with face value

Pride

•Get unioned with the whole family, elderly and children, as well as local friends in the meal

Bonding

•Reminiscence – recall the good memories

•Accustomed to the taste since childhood

Memory

东坡肉Dongpuo Meat

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%CB%C9%CA%F3%B9%F0%D3%E3&in=18501&cl=2&lm=-1&pn=0&rn=1&di=33025085865&ln=2000&fr=&fmq=&ic=0&s=0&se=1&sme=0&tab=&width=&height=&face=0

Insight-Diner

Diner Insights• Huaiyang diners have deep feeling with Huaiyang cuisine which they love and are

proud of. However, they are not satisfied with the current Huaiyang dishes. Because: - It’s hard to have the authentic Huaiyang taste which they had before.- Some traditional Huaiyang dishes are already not desirable and haven’t been

improved yet. - Lack of new HY dishes to be kept or developed to be the classic dishes in the market

recently.• When dining out, diners often like to try some new taste apart from their familiar and

beloved dishes.

Chef insight:

• It become more and more difficult for restaurant owners to increase revenue and profit. The cost of raw material and labor continue to rise in recent years but price of dishes are not easy to rise.

• Lots of young and non-local chefs are not good at delivering the consistent quality and taste of Huaiyang dishes with authentic taste which HY diners want, due to limited culinary skills and low quality of raw food.

• Influenced by the mushroom development of Chuan & Yue cuisine and lack of time, experience and resources, Huaiyang chefs usually copy dishes from other cuisine and develop non-Huaiyang dishes without Huaiyang DNA.

Cold dish-30%

Hot dish-60%

Soup-10%

Diner Order Analysis ：Vegetable-35%

Meat/Fish/poultry-65%

Huaiyagn Dish-80%

Non-Huaiyang Dish-20%

Huaiyang Menu Analysis** ：Cold dish-20%

Hot dish-72%

Soup-8%

Vegetable-25%

Meat/Fish/poultry-75%

*from diner research questionary ； ** from Huaiyang Rest. Menu analysis

Huaiyang Dish-50%

Non-Huaiyang Dish-50%

AVP

Activity Value Proposition – Revenue or Efficiency? Revenue

Objectives of the AVP:To help Huaiyang chef to cook top classic dishes and fusion dishes to increase revenue and profit via optimize their menu and use HY channel basket.

Features of the solution: BOH- menu management

- rejuvenate top classic dish

Features of the solution: FOH -Provide diner marketing ideas to customer

Benefits of the solution BOH- optimize menu to increase revenue

Benefits of the solution: FOH- Capture traffic- Customer delight.

UFS Channel Basket Products:UFS B&S

Content Sales Toolkit

IdeaCompelling

reason to listen

Huaiyang cuisine attracts diners with its historical, cultural and distinctive flavors. The unique local environment always gives the unique characteristics of it’s inhabitants. Huaiyang diners are traditional and reminiscent that they love the classic traditional taste. Meanwhile, Huaiyang diners also are stylish that they like to try new different tastes which mixed in Huaiyang dishes. Currently, although many restaurants offer lots of dishes (160-200dises) on the menu, but few of them are able to satisfy diners’ diversified needs.As for Huyang chefs and owners, they are facing a lot of challenges and problems: Rising up cost of raw material and labor, lacking of experienced chefs, difficult to offer a wide range cooks ,hard to meet diners’ needs. How to better satisfy diners demands with better cost control to increase revenue and profit?UFS takes consideration of both diners and chefs to optimize a better menu mix and balance cost. In the meantime, to help chefs to revert the classic taste and inspire their creativity of new dishes to entice the diners and increase revenue.

BodyStructure & Flow

- AVP Explained-Key benefit messages

-- Impact on the Customers P&L

-- Clear identification of Channel Basket

products- Customer materials

.淮扬 – 品承经典 , 创味来 Solution help chef to make classic Huaiyang dishes by

optimizing menu offer and combining Huaiyang application, DNA, Channel basket and delicate placement of plate, popular food elements and special experience during the meal, to satisfy diners taste and increase restaurant revenue.

Scratch made source and stock solution with UFS product could help

Huaiyang chefs to make authentic taste in top classic dishes. With the combination of new placement of plate and some new elements etc, it provides diners distinctive experience besides the traditional tastes.

UFS will provide solution book, free sample, premium, DEMO and Huaiyang Forum to help you to upgrade your menu to attract more diners and quickly increase revenue. Let you become the leader in the market.

Solution book

Free sample

Premium

DEMO

Media

Forum

2011 KV for Huaiyang Activation

Option B

Solution Book

Sampling

Premium Promotion

360° Activation

Media Exposure

Huaiyang Master Forum

DEMO

Solution Book


Solution Analysis

Classic dishes in banquet

烹饪过程

Classic HY Dishes needs in banquet

Classic HY Dishes permormance

Key point in classic dishes cooking

红烧经典菜

Time/Manpower/

Cost analysis

酱烧经典菜

经典汤菜

宴会经典汤

Selling story

HY guest,menu and kitchen

HY chef experience sharing

Knorr (4 belief)

Solution Book

• UFS Brand

HY recipe – classic dishes

Product introduction

• HY history,culture and essence

品承经典，创味来

品承经典，创味来

• Core SKU： KLB, KSS, KAB, Terriyaki, KPS, KLS, KCP

• Mechanics： in promotion period (3 months) ，

Increase penetration: purchase UFS product>RMB 1000/Q and purchase 1 core sku (as above) 1 case as new, get 1 imported glass boiler.

Increase usage ： purchase UFS product>RMB5000 and include 3 core SKU (as above) ， you can get 1 imported glass boiler.

Premium Promotion

• Objective:

- Penetrate channel basket through HY solution ；

- Increase the penetration of Terriyaki, KSS, KPS,KLS

• Time: From mid of July to the end of Aug.

• Target customer: Non-user of following sku

• Sampling sku： Terriyaki, KSS, KPS, KLS

Sampling

Remark: no KAB sample备注：问卷由销售带回公司（具体操作和 east trade marketing确认）

样品 + +销售拜访及派送精华版解决方案

销售队员跟进拜访 +

问卷反馈和跟进

DEMO

• Objective： increase the usage in current EU ；

convey the key message of HY solution and activation ；

• Time： from Aug. to Sep.

• City： SH 、 HZ 、 SZ 、 NJ （ Channel Mkt. lead); WZ 、 HF 、 WX 、 NB 、 CZ （ Region Rollout)

• Scale： 70-80 persons/DEMO

• Target customer：>RMB50 HY Chef

• Customer selection criteria：

Potential customer from competitor’s pool

HY key customer

SKU/Account ： >6

• KPI: Sep.-Dec.

vs.May-July ， SKU per Account increment ：≥ 1SKU

vs.May-July ， account % of SKU reduction ：≤ 20 ％

• DEMO主要内容和形式：淮扬食客需求、厨师面临的问题分析 (video 和 PPT)

外部厨师经验分享 (PPT 和讲解 )

淮扬解决方案介绍和现场展示（ PPT 、游戏和现场烹饪）现场烹饪比拼：汁酱和汤底的延伸应用 ( 互动活动）

DEMO

July Aug. Sep.

Solution book

Media

Sampling

7 月中旬 -10 月中旬

8 月 -10 月

7 月中旬 -8 月底

DEMO 8 月 -9 月

活动时间表

7 月中旬 -10 月中旬

Premium Pro.

Oct.

大师论坛 8 月

WAVE II

28

HY Activation Target

Region: East Region

Key Cities: SH, HZ, SZ, NJ ,WZ, HF, WX, CZ, NB, other cities (TBC)

Target customer: Huaiyang chef (RMB>50)

Time: Dec.1 – Jan.31 (2 months)

Activate Sku：KCP, KLB, KLS, KAB, KSS, Terriyaki, KPS, Knorr SESAME&BEAN SAUCE

Dec. Jan.

Solution book

Media

Sampling

Activation Timetable

Premium Pro.

Feb.

RESULTS

31

HY Activation Penetration & Usage Analysis

SKU

Penetration (Account No.) Usage(by monthly)

2011 Q1

Activation Target

2011 Q3

Actual

2011 Q3 Vs Q1

Increment %

2011 Q3 Actual/Tar

get %

Target cases/acc

Q3

M9 Actual cases/acc

Q3

Actual/Target %

KCP 2kg/1kg

2673 2994 3077 15% 102.7% 1.3 1.3 100%

KLB 3143 3517 3386 8% 96% 2.5 2.9 116%

Teriyaki Sauce

714 895 918 26% 102.5% 1.0 0.9 90%

KSS 2 33 370 346 48% 93.5% 1.2 0.9 75%

KAB 800g 96 149 150 56% 100.7% 3.0 1.3 43%

KLS 1640 2123 1924 17% 90.6% 1.8 1.5 83%

Sources from SSS data

ROI


UFS China - Channel Activation EvaluationFINANCIAL EVALUATION

Wave I Wave IIBaseline Plan Increm Growth % Baseline Plan Increm Growth %

Turnover 37,032 47,250 10,218 28% 69,914 71,950 2,036 3%Gross Profit 20,869 27,140 6,271 39,676 41,415 1,739 Gross Margin % 56% 57% 57% 58%A&P - (3,872) (3,872) - (1,500) (1,500) A&P % 0.0% -8.2% 0.0% -2.1%Profit Before Indirects 20,869 23,268 2,399 39,676 39,915 239

ROI% 62% 16%

Wave II 1st Full YearBaseline Plan Increm Growth % Baseline Plan Increm Growth %

Turnover 106,946 119,200 12,253 11%Gross Profit 60,546 68,555 8,010 Gross Margin % 57% 58%A&P - (5,372) (5,372) A&P % 0.0% -4.5%Profit Before Indirects 60,546 63,183 2,638

ROI% 49%

Organic growth 10%

huaiyangactivation. slides for booth 简报标题置于底部 2 0000 年 00 月 00 日

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