Pink Lady So much more than an apple

Transcription

1 Success factors in profitable marketing of proprietary varieties Pink Lady So much more than an apple Jon Durham, General Manager, Coregeo Australia a Division of Apple and Pear Australia Limited Fresh Event 2010 Friday 11 June 2010

2 Presentation Overview PINK LADY - what is it really? Key factors leading to the international success of PINK LADY * PINK LADY is a registered trade mark of Apple & Pear Australia Ltd. in more than 70 overseas jurisdictions

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4 1. A PINK LADY apple is... PINK LADY apples are based on a wonderful variety Cripps Pink. This is possibly the best apple in the world. Consistent quality is ensured by strong, enforced, quality standards. These are uniform throughout the world. PINK LADY apples are Cripps Pink apples that meet the quality standards.

5 1. A PINK LADY apple is... A great apple, supported by strong quality standards. A Brand. A global web of trade mark protection. Applications and registrations are supported by defence actions where needed. We file proactively and defensively to defend our brand space.

6 1. A PINK LADY apple is... A great apple. A Brand. A global web of trade mark protection. The right to use the Brand is licensed to Master Licensees, who sublicence both exporters and importers. Licensed exporters may only export to licensed importers.

7 1. A PINK LADY apple is... A great apple. A Brand a global web of trade mark protection. A global network of committed companies licensed to used the Brand. Promotion. The Brand is carefully positioned to incorporate not only its genuine healthy, lifestyle image but also highlights the premium quality and unique taste.

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9 Scale and complexity of the Business Factor Variety Size and Complexity 9 Essentially Derived Varieties of Cripps Pink are known, 4 are in commerce Production Currently 350,000t plus. Projected to grow to 700,000+ by 2020 Trade Mark registrations Licensees Promotion Value at Retail Registered in >70 territories. More than 140 actual TM registrations related to PINK LADY product Management Agreements for 13 territories (including Continental Europe), 90 Exporter sub-licensees, 76 Importer sub-licensees. In Europe ~ 120 licensed packers and ~ 3,000 licensed growers In Europe 2010 promotion budget ~ $10 million AU$1.4 - $1.6 billion

10 Key Success Factors: 1. Fruit Quality The Minimum Quality Specifications are at the centre of the PINK LADY Brand. They are designed so that the consumer receives a consistent eating experience time after time. Specifications are enforced by Master Licensees, the sub-licensed exporters and the sub-licensee importers. Fruit that doesn t meet the PINK LADY specification can be sold as other brands within our portfolio Flavor Rose Crip s Pink Lady Apples Copyright 2008

11 Key Success Factors 2. Use of the Brand the Brand Manual The Brand is used and defended aggressively. The Brand Manual sets down guidelines for use of the Brand seeking consistent brand look and feel world wide while still allowing local innovation.

12 Key Success Factors 3. Use of the Brand understand the Brand Essence The PINK LADY Brand has been researched and workshopped. The outcome from this research is the Brand essence: Always Wow! When consumers eat PINK LADY apples their response must always be a positive Wow! The Brand essence is about motivating the PINK LADY partners to provide a result that will generate a Wow response from consumers

13 Key Success Factors 4. Use of the Brand defensively APAL and its licensees are constantly investing in defence actions in response to: Parties trying to cash in on the image of the Brand without paying any licence fees to use the Brand. Parties engaged in unfair competition with Licensees or in plagiarism of the PINK LADY Brand. Parties trying to file their own trade mark that cashes in on the image of the PINK LADY Brand. Parties using words similar to, or which evoke a similar feel or essence to, pink lady in any other class 31 trade mark. The international PINK LADY network provides good intelligence as to the activities of infringers and copy cats. Pink Lady Apples Copyright 2008

14 Key Success Factors 5. Global web of Trademark use licenses Disciplined use of the Brand achieved through licensing system. Key contractual issues. In exchange for use of the Brand fruit must be within the Brand quality specifications Licensees must protect the Brand Licensed exporters can only trade with licensed importers maintains control of fruit (see next slide).

15 Key Success Factors 7. Promotion Globally have spent much time and money on the positioning of the Brand healthy, seductive, fun, confident, vibrant Support the Brand with an extensive advertising campaign sponsorship, partnerships, TV, magazines, web site, competitions, merchandise EU investment in promotion: 2010 is 10 million

16 Key Success Factors 8. Governance so much more than an apple What is the IPLA? A company limited by guarantee. Its members are APAL s Master Licensees from around the world. IPLA has an Executive Board of five members. The IPLA provides a vehicle for policy development for APAL where the stakeholders in the PINK LADY Brand have a chance to contribute to the strategic development of the Brand, particularly in relation to quality and marketing. International Pink Lady Alliance Limited Membership of IPLA empowers these stakeholders with a strong sense of ownership.

17 Key Success Factors 9. People and Travel While the PINK LADY business is bound by a range of licensing agreements and other legal documents, it is personal relationships and trust that are the real drivers. For complex or difficult issues, progress is best made when the various parties meet face to face.

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19 Pink Lady Apples Copyright 2008