nada - notes from lhi
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NADALIGHTHOUSE IDENTITY WORKSHOPAPRIL 2012
BAHRAIN
SUMMARY NOTES
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CONTENTS
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CONTENTS
Introduction........................................................................................................5
Building on these home territories.....................................................................7
Packaging........................................................................................................64
Outlooking summary......................................................................................114
Things to challenge........................................................................................117
Overnight task...............................................................................................123Outputs..........................................................................................................128
Challenger stances........................................................................................132
X into Y + 3 words..........................................................................................141
Drivers wanted...............................................................................................147
Beliefs............................................................................................................151Cause............................................................................................................157
First go at the triangle....................................................................................161
Thought summaries from Day 2.....................................................................169
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CONTENTS
Filters.............................................................................................................174
Manifestos, Articles, From-To, Pen Portraits..................................................179
Illustrating the triangle....................................................................................192
The triangle....................................................................................................198
Geri Halliwell exercise...................................................................................201
What next?....................................................................................................210
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INTRODUCTION
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INTRODUCTION
Develop and articulate a clear brand positioning statement
Create a roadmap of ideas that will enable us to achieve brand objectives
Tangible and intangible outputs, more than just words on a page
Stretching commercial targets
Double sales by 2016
118m litres shortfall
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BUILDING ON THESEHOME TERRITORIES
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BUILDING ON
HOME TERRITORY
Should overcommitting to our area ofstrength and our home territory play abigger part in our strategic thinking?
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Two main parts ..
1.Why would a greater focus on theEast make good business sense?
2. How might Hufof (and perhaps theAl-Hassa region) play a bigger part inour brand story?
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1. 1.Why would a greater focus on the
East make good business sense?
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TOTAL DAIRY
Volume in 1000 lts 2010 2011 MarketContribution
Growth
TOTAL KSA 867,305.4 877,922.6 100% 1%
TOTAL WEST 292,173.7 299,103.9 34% 2%
SOUTH WEST 143,010.6 138,601.2 16% -3%
TOTAL CENTRAL 262,621.7 264,742.7 30% 1%
TOTAL EAST 169,499.4 175,474.9 20% 4%
DAMMAM 93,888.4 100,940.4 11% 8%
OTHER EAST 75,611.0 74,534.5 8% -1%
Eastern region is ranked the 3rd after Center & West and one of the fastestgrowing among other regions
Source: Nielsen Retail Audi FY 2011
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Volume ShareTOTAL KSA
(index)TOTAL WEST SOUTH WEST TOTAL CENTRAL DAMMAM OTHER EAST TOTAL EAST
By Brand - Fresh Dairy 100.0 100.0 100.0 100.0 100.0 100.0 100.0
ALMARAI 54.7 67.9 57.5 45.9 54.2 36.9 46.4
AL SAFI 12.8 8.2 14.0 20.1 10.4 5.9 8.4
NADEC 10.6 9.2 11.6 11.3 12.6 8.5 10.8
NADA 5.4 1.6 5.6 1.8 7.5 25.6 15.6
RAYAN 1.8 NA NA 0.0 3.1 14.0 8.0
NADA key strengths are in East, mainly other east, where we retain considerablemarket share compared to total market index.However, we are still weak in the capital of east Dammam falling behind Al-Safiand Nadec.
VOLUME SHARE WITHIN FRESH DAIRY - BY REGION
Source: Nielsen Retail Audi FY 2011
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Weighted DistributionTOTAL KSA
(index)TOTAL WEST SOUTH WEST TOTAL CENTRAL DAMMAM OTHER EAST TOTAL EAST
By Brand - Fresh Dairy 89 95 84 92 96 82 88
ALMARAI 89 95 84 89 96 78 88
AL SAFI 82 82 73 92 95 47 75
NADEC 67 68 61 70 86 56 71
NADA 56 56 48 42 92 82 87
RAYAN 13 NA NA 0 65 56 61
NADA has stong Distribution in East, even better in Dammam but unfortunately this isnot reflected in share suggesting major consumer pull issues. On the other hand, we have a solid product distribution in other east, even higherthan Almarai. However, our volume share is lower than Almarai, a strong indication oflower brand equity.
WEIGHTED DISTRIBUTION - BY REGION
Source: Nielsen Retail Audi FY 2011
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DAMMAM VS. OTHER EAST FRESH DAIRY
92
7.5
82
25.6
0
20
40
60
80
100
Dammam Other East
Weighted Dist. Volume Share
96
54.2
78
36.9
0
20
40
60
80
100
Dammam Other East
Weighted Dist. Volume Share
NADA Almarai
Low share per point of weighted distribution in other east!
Source: Nielsen Retail Audi FY 2011
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TOTAL FRESH JUICE
The same applies to fresh juices. The market growth of total east is below themarket index. However, Dammam which is the capital of east is growing faster.
Volume in 1000 lts 2010 2011 MarketContribution
Growth
TOTAL KSA 239,860.1 260,876.4 100% 9%
TOTAL WEST 104,898.1 112,688.7 43% 7%
SOUTH WEST 14,170.2 15,396.3 6% 9%
TOTAL CENTRAL 73,525.0 82,510.8 32% 12%
TOTAL EAST 47,266.9 50,280.6 19% 6%
DAMMAM 22,823.1 25,190.9 10% 10%
OTHER EAST 24,443.8 25,089.7 10% 3%
Source: Nielsen Retail Audi FY 2011
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Volume ShareTOTAL KSA
(index)TOTAL WEST SOUTH WEST TOTAL CENTRAL DAMMAM OTHER EAST TOTAL EAST
By Brand - Fresh Juice 100.0 100.0 100.0 100.0 100.0 100.0 100.0
ALMARAI 48.0 53.5 47.4 47.4 38.2 35.0 36.6
NADEC 17.7 17.3 18.5 20.6 16.2 11.2 13.7
NADA 12.0 10.1 12.2 6.3 22.7 28.3 25.5
KARIM 6.0 6.3 6.5 6.8 4.8 2.7 3.7
RAYAN 2.3 NA NA 0.6 4.9 16.8 10.9
East is the core market for NADAs fresh juices - we are a strong number 2 Competitors like Almarai & Nadec have relatively low market share within Eastcompared to fresh dairy.
VOLUME SHARE WITHIN FRESH JUICES - BY REGION
Source: Nielsen Retail Audi FY 2011
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Weighted DistributionTOTAL KSA
(index)TOTAL WEST SOUTH WEST TOTAL CENTRAL DAMMAM OTHER EAST TOTAL EAST
By Brand - Fresh Juice 80 85 70 82 83 74 77
ALMARAI 80 85 67 82 83 70 76
NADEC 62 65 46 66 71 47 58
KARIM 52 62 39 54 70 25 46
NADA 50 54 30 39 81 74 77
RAYAN 12 NA NA 10 52 54 53
The brand has good distribution in East., with Dammam the strongestIn terms of distribution, NADA is the no. 1 in other east but this is not the case forvolume share. There are other issues besides distribution consumer pull.
WEIGHTED DISTRIBUTION - BY REGION
Source: Nielsen Retail Audi FY 2011
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DAMMAM VS. OTHER EAST FRESH JUICE
81
22.7
74
28.3
0
20
40
60
80
100
Dammam Other East
Weighted Dist. Volume Share
83
38.2
70
35
0
20
40
60
80
100
Dammam Other East
Weighted Dist. Volume Share
NADA Almarai
Low share per point of weighted distribution in other east -
Source: Nielsen Retail Audi FY 2011
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Operational benefits?
Better utilization of resources to drive the business aheadand realize growth in our home territory.
Distribution/ operation cost is relatively lower for us than
competition, because we are positioned at the core heart ofthe eastern region.
It would a lot easier for us to grab share since the region isnot a key focus for competition especially in other east.
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What would make us standout against competition?
Operational excellence: this is a must for any integrated dairycompany with its home territory. This is applicable to alloperation aspects: Production, Sales, Marketing, PR,.. etc
Availability & visibility: you are noticeable on shelf andavailable almost everywhere you must be better than
others.
Tackle the brand saliency and engage more with the
consumer & the society: Know your consumers better thanothers, tell them what they want hear and give them whatthey want ..
Merchandising Issues
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Merchandising Issues
Customer Cooler
With Rent Without Rent
Merchandising Issues
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Merchandising Issues
With Nada Cooler
Merchandising Issues
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Merchandising Issues
Al-Marai Coolers in Class B
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In overall ..
The brand has the right to claim the leadership positionwithin eastern region, its our home territory but unfortunatelybeen out of focus where our resources been stretched toconfront others on different fronts.
The population size within the eastern region is growingrapidly, even faster than other regions, which would helpsustaining the growth momentum.
Hence, it is very important to start thinking about how wewould defend our territory and position/ prove our self as thecore market leader in the eastern region.
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2.How might Al-Hassa play a bigger
role in our brand backstory?
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Historical POV Agricultural POV
Roots to Trading. Diversity of skills and
handy crafts Exposure to other
cultures.
The land & water. Agriculture base.
Quality & Varity ofcrops.
Cultural POV
How is it viewedaround the country.
Connotations of theregion/ the brandfrom a cultural view.
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Positioned at the center of the trading routes which tradersfollowed between the east of Arabian peninsula and India,Persia and the far east.
It was the main sea port that has supported the economy ofthe 1st Saudi state before the liberation of Hijaz (west part)
It was the center for the Eastern Province Governor until1953, when the governorate was moved to Dammam.
Historical POV
Qaisaryah Old Market
Al-Oqair Port
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The view of civilization goes back more than 4000 years atthe time the oasis was inhabited.
The richness of natural resources & devotions of peoplehave made us one of the most civilized & highly productivenations since ages.
The region been very well know for its handy crafts, i.e.goldsmith, potteries, mantle, knitting, boats .. etc
Historical POV
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Overseas commercial trading has enriched the culture ofthe region due to the exposure to other cultures & normsof other nations.
The discovery of oil in early 30s have had a revolutionary
advancement to education in order to cope up with the
requirement of the industry .
All of that have made Al-Hassa one of the most developeddistricts from an educational/ knowledge base.
Historical POV
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Al-Hassa is called Hasa by locals which means the sound ofwater under the ground.
It is the agricultural center of the region and hosts the largestdate palm plantation in the world beside a large Varity ofother crops.
The uniqueness of both the soil and the water have helpedAl-Hassa to prosper becoming an icon within the GCC whenit comes to agriculture.
Agriculture POV
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The uniqueness of agriculture base have contributed to therichens & diversity of crops.
Al- Hassa is very well known for growing the best qualitydates in the world and other crops like: rice, large variety ofvegetables, watermelon, lime .. etc.
It remains to be a key source for agriculture crops consumedwithin the country & other parts of the GCC.
Agriculture POV
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The richness of the land and vegetation have alsocontributed to the diversity of livestock.
Framers raise different types of cattle, i.e. cows, cheeps,goats, camels and chickens for their meat and milk.
Local/ Small farms who used to produce and sell cowsfresh milk were quite popular back in the time.
Agriculture POV
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Al-Hassa is viewed by local population as the cradle ofcivilization and culture that goes back to the ancient historyof the region.
The people of Al-Hassa are known to be kind, humble,peaceful and highly devoted to what they believe in & do in
life.
Al-Hassa is rich of natural resources and tourist attractionsmaking it a unique destination for beauty & richness withinthe GCC.
Cultural POV
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
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All of the above fit very well with the history/ roots of the brand. In fact, this is
part of the brand DNA which has made NADA Self-Efficient having theessentials of how to run a successful dairy business
Historical POV Agricultural POV
Roots to Trading. Diversity of skills and
handy crafts Exposure to other
cultures.
The land & water. Agriculture base. Quality & Varity of
crops.
Cultural POV
How is it viewedaround the country.
Connotations of theregion/ the brand
from a cultural view.
Sufficient expertise when itcomes to commercial
trading & providing quality
products/ commodities.
The Know-How
Best natural recourses &good level of expertise
when it comes to running/operating a dairy farm
The resources
Consumers are passionatetoward Al-Hassa & have a
certain level of pride towardproducts from this region.
The consumer
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FINALLY...
Below are some are the key watch outs or concerns we might have about agreater focus on the Eastern region:
Focusing more on east would limit potential growth opportunities that existin other markets like south, even in key markets like Riyadh.
Dairy manufacturing is always associated with heavy consumption of waterwhich means an overuse of natural resources and that could be perceivedas a negative sign by the environmentalists.
Aggressive fight back from the market leader, i.e. Almarai. They mightchoose to take this battle further since East region is one of the potential &fast growing markets.
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EXAMPLES OF BRAND TALKING ABOUT THEREGION WHERE THEY COME FROM
Molson Canadian Beer
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THANK YOU
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APPENDIX
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Nada Dairy (Other East Region)
DAIRY OUTLOOK
OTHER EAST REGION
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Dairy Evolution | KSA
867
3640
893
3811
1.3% 3.1%0
500
1000
1500
2000
2500
3000
3500
4000
4500
Sales Volume Million Ltrs Sales Value Million SAR
Volume&V
alue
0%
10%
20%
30%
40%
50%
60%
GrowthVsLY
MAT 11 MAT 12 GROWTH
- Dairy Market growing at steady pace, Noting thehigher value growth than volume.
Dairy Segments Development | MAT12
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LABAN IS THE
MAJOR
SEGMENT
WITH 39%
CONTRIBUTIO
N TO DAIRY
25 26.8 26.8 26.7 26.9 26.7 26.4 27 26.4 26.1 26.6 26.8 27.2 27.4 27.8
42.7 41.3 39.7 39.4 39.3 39.9 39.7 40.9 44.2 46 42.9 42.4 40.8 39.6 39.2
32.3 33.5 34 33.8 33.5 33.9 32.1 29.4 27.9 30.6 30.7 32 33 33.131.9
0%
20%
40%
60%
80%
100%
MAT11
MAT12
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
VolumeShare
FRESH MILK LABAN LONG LIFE MILK
NADA Segments Development | MAT12
40.4 45.1 39.8 40.3 42.7 45 45.7 46 45.2 44.3 44.1 43.348 48.1 46.9
3434
32.3 31.8 32.732.6 31.8 34.5 38.5 39.2 36 35.1 32 31.5 31.3
25.6 27.8 27.9 24.6 22.4 22.519.5 16.4 16.5 19.9 21.5 20.1 20.4 21.820.9
0%
10%
20%
30%40%
50%
60%
70%
80%
90%
100%
MATLY
MATTY
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Volu
meShare
FRESH MILK LABAN LONG LIFE MILK
NadaUnderleverage
d in Lanan andLLM
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wi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wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
43/223
- Dairy Location of Sales
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
44/223
Laban Other East Region
Dairy Vs Nada | Other East | MAT12
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
45/223
75.1
16.2
76.1
18.3
1.3%
13.2%
0
10
20
30
40
50
60
70
80
Dairy Nada Dairy
Volume&
Value
0%
10%
20%
30%
40%
50%
60%
GrowthV
sLY
MAT LY MAT TY Growth
Dairy Segments Contribution | Other East | MAT12
44.5
35.6
19.9
LABAN FRESH MILK LONG LIFE MILK
Nada Dairy Segments Contribution |Other East | MAT12
46.544.4
9.2
LABAN FRESH MILK LONG LIFE MILK
14.0%
16.2%
-3.2%
4.2%
-2.8%6.1%
-Nada growingfaster than
category in EastOther East.- Lana and Freshmilk drivingNadas growth.
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
46/223
LABAN VS NADA DAIRY
Laban Vs Nada | Other East | MAT12
34.8
7.1
33.8
8.1
-2.8%
14.0%
0
5
10
15
20
25
30
35
40
Dairy Nada Dairy
Volu
ein
illionLtrs
-10%
0%
10%
20%
30%
40%
50%
60%
GrowthVsLY
MAT LY MAT TY Growth
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
47/223
- Laban Location of Sales
Nada holds 2nd position and gained 2 6 volume share
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
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Top Players in East Region |Laban |MAT12
33.7%
21.4%
14.9%
8.3%6.0% 5.6%
2.7% 2.6% 2.4% 1.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
VolumeShare
ALMARAI NADA RAYAN NADEC AL SAFI KOOL PLUS NADA RAHA ACTIVIA ALMARAI VETAL NAJDYA
Players Volume Growth | MAT12
0.8%
10.8%
-27.1%
-4.2%
-21.3%
12.6%
47.7%
-26.8%
25.7%
41.2%
-40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60%
Vol Decline: -2.8
Players Volume Share +/- | MAT12
1.2
2.6
-5
-0.1
-1.40.8
0.9
-0.9
0.5
0.5
-6 -5 -4 -3 -2 -1 0 1 2 3
- Nada holds 2nd position and gained 2.6 volume sharepoints Vs LY, Rayan and Safi losing share points
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
49/223
STILL SOME GAP FOR DISTRIBUTIONFOR NADA AND RAHA.
Brand Position | Other East | Laban | MAT12
010
20
30
40
50
60
70
80
90
100
0 50 100 150 200
Sales Per Point WTD Distribution
WTDDistribution
ALMARAI RAYAN AL SAFI NADA RAHA NADA ACTIVIA
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
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Fresh Milk Other East Region
FRESH MILK VS NADA DAIRY
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
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FRESH MILK VS NADA DAIRY
Fresh Milk Vs Nada | Other East | MAT12
26
7.3
27.1
8.5
4.2%
16.2%
0
5
10
15
20
25
30
Dairy Nada Dairy
Volu
ein
illionLtrs
0%
10%
20%
30%
40%
50%
60%
GrowthVsLY
MAT LY MAT TY Growth
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
52/223
- Fresh Milk Location of Sales
Nada holds 2nd position with + 3 2 volume share
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
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Top Players in Other East Region |Fresh Milk |MAT12
41.1%
31.4%
11.7%9.2%
5.4%
1.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
VolumeShare
ALMARAI NADA RAYAN NADEC AL SAFI NAJDYA
Players Volume Growth | MAT12
10.7%
16.2%
-20.9%
8.1%
-29.8%
62.7%
-40% -20% 0% 20% 40% 60% 80%
Vol Growth: 4.2
Players Volume Share +/- | MAT12
2.4
3.2
-3.7
0.3
-2.6
0.3
-5 -4 -3 -2 -1 0 1 2 3 4
- Nada holds 2nd position with + 3.2 volume sharepoints Vs LY, Rayan and Safi losing share points
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
54/223
NADA AT PAR IN TERMS OFAVAILABILITY IN IMPORTANT STORES.INCREASE OFF-TAKE
Brand Position | Other East | Fresh Milk | MAT12
0
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100 120 140 160 180
Sales Per Point WTD Distribution
WTDDistribut
ion
ALMARAI RAYAN AL SAFI NADEC NADA
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
55/223
UHT Milk Other East Region
UHT MILK VS NADA DAIRY
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
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UHT MILK VS NADA DAIRY
UHT Milk Vs Nada | Other East | MAT12
14.3
1.7
15.1
1.76.1%
-3.2%
0
2
4
6
8
10
12
14
16
Dairy Nada Dairy
Volu
ein
illionLtrs
-10%
0%
10%
20%
30%
40%
50%
60%
GrowthVsLY
MAT LY MAT TY Growth
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
57/223
- UHT Milk Location of Sales
- Nada holds 2nd position with + 3 2 volume share
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wiki/File:Uqair.jpg -
7/31/2019 Nada - Notes From LHI
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Top Players in Other East Region |UHT Milk |MAT12
34.3%
30.3%
11.1%
6.5%
3.0% 1.9% 1.5% 1.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
VolumeShare
SAUDIA ALMARAI NADA AL SAFI SAFIO NADEC AL SAFI AL RABIE RAINBOW
Players Volume Growth | MAT12
34.3%
30.3%
11.1%
6.5%
3.0%
1.9%
1.5%
1.0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Vol Growth: 6.2
Players Volume Share +/- | MAT12
1.3
0.1
-1.1
-1.1
0.2
-0.5
-0.9
-2.3
-2.5 -2 -1.5 -1 -0.5 0 0.5 1 1.5
- Nada holds 2 position with + 3.2 volume sharepoints Vs LY, Rayan and Safi losing share points
NADA TO BE SUPPORTED ON BOTH AXIS
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NADA TO BE SUPPORTED ON BOTH AXIS
Brand Position | Other East | UHT Milk | MAT12
0
20
40
60
80
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120
0 10 20 30 40 50 60 70
Sales Per Point WTD Distribution
WTDDistribu
tion
SAUDIA NADA NADEC AL SAFI SAFIO ALMARAI AL RABIE AL SAFI
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How might a focus on the East enable us to drive the businessahead?
Exercise - Drop one of the least contributing markets, direct resources to east !
11,336.6
10.1
5,194.2
6.3
15,838.931.5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NADA Sales NADA Volume Share
112,688.711,336.6
10.1
15,396.3
1,879.7
12.2
82,510.8
5,194.26.3
50,280.6
12,822.1
25.5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Market Sales NADA Sales NADA Volume Share
TOTAL WEST SOUTH WEST TOTAL CENTRAL TOTAL EAST
X
+6
Fresh Juice
=
+3,016
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BUILDING ON THESE HOME TERRITORIES
1. Good business sense?
2. Brand building? Hofuf?
Eastern region growing quickly
Were second in Eastern region. Weak in Dammam.
High distribution in Dammam, but not getting share advantage vs.Almarai
92% distribution, but only 7.5% share in Dammam.
Almarai just 25.6% with 8.2% share
Operational excellence is a must if we are to prove benefits to retailers
Noticeable on shelf for the Eastern region
We are not able to focus. We just research Jeddah and Riyadh. We takeour eye off Dammam and East.
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BUILDING ON THESE HOME TERRITORIES
Our coolers, etc, are poor in Eastern region
We get chucked in with everyone else
Almarai are winning in class Bs where we could do better. Explains theirability to convert lower distribution into share.
Eastern region growing faster than other regions.
We ARE from Al-Hassa.
We are poor in execution
92% distribution is an opportunity
There are no loss-making regions
Not just about dropping, its about focusing
Al-Hassa is a geographical centre of GCC
4,000 year old civilisation Rich natural resources
Highly skilled craftsmen
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BUILDING ON THESE HOME TERRITORIES
Hasa = the sound of water under the ground
Largest date palm plantation in the world
GCC icon for agriculture
Al Hassa not necessarily known among youth, but famous for qualityamong older
Local view = Al Hassa = cradle of civilisation
The know-how + the resources + the consumer
All the parts to run a perfect dairy
Current consumers are curious
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BUILDS
Are Saudis now more national than regional?
We go far to get you the best 2008 historical ad. Not about regions!
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PACKAGING
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Packaging Trends for NADABahrain, Apr. 2012
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PACKAGING,an essential
contact pointbetween brands and
consumers
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250 millisecondsTime needed for a product to attract a customer andregister in his visual memory.
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A few seconds to make abuying decision
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A limited attention spanOur minds can retain limited information.Simplicity and clear intention
are therefore essential.
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Design has a real impact on
the business:Companies where design plays a key role, usually outperform
those that dont value design.
Source (Financial Times Stock Exchange)
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B-Food Event I CB'a Design Solutions I 07.09.2010
Design can turn a brand into an icon
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Aesthetics are very important. Start with fusing meaning andpleasure with function. Unfortunately, businesses that operateon functionality see aesthetics as fluff.
Claudia Kotchka,
Vice President of Design Innovation and Strategy, Procter & Gamble
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WHAT IS A SUCESSFULPACKAGING DESIGN ?
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WHAT ARE THE RETAILCHALLENGES FACING NADA
TODAY ?
1- COMMODITISATION and howto stand out on shelf
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SPEAK A NEW LANGAGE THE CUSTOMERS
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From talking straight to
straight-talking.
What are the customizable
levers ?1. The brand identity
2. The segmentation consistency
3. The brand universe
4. The different tone and manner
5. The renewed visibility
Trend : from talking straight to straight-talking - Brand identity
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Any name can be consideredToday, brands express their personality thru their names. They differentiate
themselves by using a more direct, surprising and innovative pitch. It is an
invitation to identify and share the brand mindset.
Brands with strong personalitieskeep a low profile.
Trend : from talking straight to straight-talking - the segmentation consistency
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The segmentation by customer need: the brand becomes the service
A need = a brand/product answer
Addressing customer need strengthens the brand essentials and gives it a brand
service look that justifies the product and the line.
Trend : from talking straight to straight-talking the brand universe
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Going beyond the product function and its first benefit in order to bring to the
customer a vision, a brand promise that is more evocative.
Feminity according to Kotex
Suggest a brand vision far beyond product benefit
Trend : from talking straight to straight-talking - the different speeches
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Crunch the customers mindProfilethe customer for which the product was initially created.
An owner mindset and a unique brand signature and still being contemporary
Trend : from talking straight to straight-talking - the different speeches
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The unexpectedPlay on categoriescontradictions and paradoxes
A brand that plays onthe consumption disadvantages of
its own product category
From talking straight to straight-talking - the different speeches
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Faces that tell a storyPortraying the people behind the brands passion conveys the consumers own
passion and creates a strong bond.
Proximity
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1. A face in which the customer recognizes himself
The personification of the packaging helps the consumer to better identify with his/her
brand.
Each label usesa customer photo
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Lifestyles that tell a story
Staging everyday moments brings the brand so much closer to the consumer
From talking straight to straight-talking - the different speeches
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Emotions that tell a storyPlay on emotions by using human faces, through unique and unusual situations.
From emotions to humour .
From talking straight to straight-talking renewed visibility
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The limited editionBy proposing limited editions for mass products, brands acquire new visibility and
customer attraction. generating continuous novelty around the brand
Brands become icons, collectible items
From talking straight to straight-talking renewed visibility
http://en.wikipedia.org/wiki/File:Uqair.jpghttp://en.wikipedia.org/wik
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