5ADay in Norway

1
5-A-Day in Norway
2
The BAMA Group

• 1905 Introduced bananas in Norway
• 2002 Norway's largest importer and distributor
  of FV and flowers
• Expected total turnover 2001 4 bill. NOK (500
  mill. )
• Bottom line 160 mill. NOK (20 mill. )
• Increase in turnover 17
• Increase in volume 5.9

3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
(No Transcript)
7
(No Transcript)
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
(No Transcript)
12
(No Transcript)
13
Norway TODAY

• 4.5 million consumers
• 2.5 units of FV per day

14
Norway TODAY

• 8 out of 10 want to increase fruit consumption
• 9 out of 10 reject FV because it does not meet
  their personal stringent conditions

Source MMI -97
15
Norway TODAY

• FV is the most important criteria for choosing
  a grocery store

Source ACNielsen
16
Who are THEY?
Arne, age 70
- I do not eat fruit!
17
Who are THEY?
Sigrid, age 32, pregnant

• - I want the best for my children, but I am
  price conscious!

18
Who are THEY?
Tommy, age 34

• - I want quality!

19
Who are THEY?
Marcus, age 15

• - I do not like fruit !

20
5-A-Day CONCEPT

• 1993
• Bama builds awareness on FV
• 3 year internal program
• Sponsoring the Norwegian National Football Team

21
5-A-Day CONCEPT

• 2001
• Launched 5-A-Day to a broader public
• Communication platform
• Overall messsage -Energy to spare! (To live
  life to its fullest)
• 3 year internal quality and development program
• Building strategic alliances

22
5-A-Day TARGET GROUP

• 22 years old
• Young in mind
• Aspire to be sophisticated

23
5-A-Day ARENAS

• 5-A-Day TV commercials

24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
5-A-Day ARENASGrocery stores Packaging
28
5-A-Day ARENASGrocery stores Labels
29
5-A-Day ARENASGrocery stores Brochures and
folders
30
5-A-Day ARENASwww.bama.no
31
5-A-Day ARENAS Hotels, restaurants and
cafeterias
32
5-A-Day ARENASAt work
33
5-A-Day ARENASKiosks, petrol mart and
convenience stores

• On the run
• Eat and go
• Dashboard dining
• Desk dining

34
Product LINE EXTENSION

• Todays tomato
  The Bush tomato
• ordinary, green, unripened
• and unpredictable
• The new tomatoes
• The Blair tomato conservative, ripe, sweet,
  nutritious and healthy
• The Mette Marit tomato fashionable, modern,
  sweet and firm - willing to try just about
  anything

35
Product LINE EXTENSION

• Bananas
• Take one!
• Grapes

36
Product LINE EXTENSION

• Potatoes
• Party
• Express

37
Product LINE EXTENSION

• Convenience products
• Potatoes of the world
• Dole Fresh and cut salads

38
5-A-Day SPONSORSHIPS

• Norwegian National Football Team
• The Chefs National Team
• Institute of Gastronomy
• Food Research Institute (Matforsk)
• Public Affairs Office for FV (OFG)
• Childrens sports
• In school snack program

39
5-A-Day RESULTS

• 2001
• Bama marked share 5.9 (volume)
• Total marked 0.9 (volume)
• 5-A-Day investments approx. 30 mill. NOK (3,75
  mill. )

Source SSB (Statistic Central Agency)
40
5-A-Day RESULTS
Mill. NOK