Flight of the Fish Eagle

1
Flight of the Fish Eagle CHANNEL PLANNING
PRESENTATION

Keep It Natural JUNE 2005
2
Background

• Flight of the Fish Eagle was repositioned in
  04/05 with a shift in target consumer and tonal
  direction.
• The purpose of the creative was to entrench the
  new positioning in the minds of consumers, build
  awareness of the brand amongst young
  professionals and drive trial of the brand in
  this consumer segment while still holding
  aspirational appeal for Transformers New
  Generation consumers.

3
Marketing Objectives

• Short Term
• Become a viable spirit option for young
  professionals
• Long Term
• Become a viable competitor for prop and premium
  whisky brands
• Become a brand that pioneers consumer aspiration
  ahead of international brand competitors
• Drive aspirational appeal of overall brandy
  category

4
Competitors

• Jack Daniels Contemporary American Authenticity
  based on Heritage / Rebel Status
• JB Celebrates Originality (does not confine too
  stuffy Scottish rules, recognises those who stand
  out and are original rather than lavishly
  following the pack )
• Jamesons Take time out to enjoy life

5
Adex ATL Spend Analysis Insight to what our
competitors are spending in funds as well as
media pressure to ascertain the minimum
thresholds required to break through and achieve
brand objectives. Focus on Prop Brandy
Whisky (Source AC Nielsen Adex Data
Jul01-Jun02, Jul02-Jun03, Jul03-Jun04,
Jul04-Mar05)

6

Brandy Category
7
Brandy Category Total Spend by Advertiser

• As noted from the below chart, total brand
  category spend has decreased over the past three
  fiscals overall decline by -30.

-25
-12
29
R37,669,780
R 28,314,169
R 24,800,540
R 32,008,896
8
Brandy Category Media Mix Monthly Spend
R 37,669,780

• Has been a shift regarding the use of TV to a
  more diverse spend in each media category. Print
  and use of Outdoor has increased, Radio use
  unchanged.
• Overall decrease in category spend, picking up
  from the 8 month reading (July 04-Mar05)

R 28,314,169
R 24,800,540
R 32,008,896
9

Whisky Category
10
Whisky Category Total Spend by Advertiser

• Whisky Category has had a steady increase over
  the past three fiscals, overall growth of 76
  from 2001.
• 03-04 experienced a dramatic increase in
  advertising spend.

40
42
24
R 29,003,430
R 36,001,794
R 51,449,355
R 71,795,048
11
Whisky Category Media Mix Monthly

• TV has taken less share over P3Y, cinema spend
  increased. However spend levels across all media
  increased.
• Spend peaks Oct-Dec, and over Easter.
• 8 month period spend reflects higher spend levels
  compared to YOY

R 29,003,430

R 36,001,794
R 51,459,355
R 71,795,048
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FISH EAGLE COMPETITIVE SET As outlined in the
Media Brief (JB,Jameson Jack Daniels) Source
Adex (Latest Data Mar 05)
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Fish Eagle Competitor Set Total Spends

• Jack Daniels shows the largest SOV over the P3Y,
  however 03-04 declined in SOV, with Jameson JB
  increasing.
• Spend across these 3 has doubled vs. 02-03.

R11,362,399

R7,888,628
R21,320,775
R34,914,210
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Per Medium Jul 03-June 04

• TV takes Lions share, followed by outdoor,
  totalling 63 of spend

Total Short Term Category Spend R 21,320,775
15
Per Medium Jul 04-Mar 05

• Cinema takes up the Lions share, through
  Jamesons aggressive Cinema campaign, followed by
  TV.

Total Short Term Category Spend R 34,914,210
16
Jack Daniels Media Mix Monthly

• Jack Daniels has made primary use of TV, with an
  invested increase in spend for Outdoor.
• Oct Dec 03 has proved to be the period for the
  largest amount of their spend.
• Large Sept 04 spike, dropping off in Oct.
• Overall, 8 month spend period shows higher than
  YOY

R6,578,622

R10,163,107
R8,700,029
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Jack Daniels Media Mix MonthlyJan-Dec04
MFHM 540,588
MSA SPORT ILLUSTRATED 324,000
MGQ SOUTH AFRICA 216,000
MLEADERSHIP 211,300
MSA GOLF DIGEST 208,100
MSOCCER LIFE 126,000
MENTERPRISE 78,200
MWINE 52,000
MSTAGE MAGAZINE 40,400
MCOMPLEAT GOLFER 34,546
MPOPULAR MECHANICS 14,000

R1,845,134
R3,036,168
R4,706,449
BILLBOARDS 2,610,391
WALLSMURALS 412,000
RETAILSTREETFURN 13,777
MNET 2,555,405
SUPERSPORT INTERNATIONAL1 909,555
SUPERSPORT 3 212,501
KYKNET 133,625
CSN 124,124
ACTION 122,600
MOVIE MAGIC CHANNEL 114,000
BBC PRIME 112,700
R617,142
SMETRO FM 324,894
S5FM 292,248
SGOOD HOPE FM 0
18
Jameson Media Mix Monthly

• Jameson has adopted a large portion of their
  spend on cinema for the 03-04 fiscal, with TV
  following suit.

R 818,165

R 6,683,629
R 10,536,332
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Jameson Media Mix MonthlyJan-Dec04
R1,153,209
SUPERSPORT INTERNATIONAL1 789,246
MNET 358,419
CSN 5,544

R141,120
S5FM 141,120
R1,518,755
BILLBOARDS 1,518,755
R7,169,106
R760,049
MFHM 385,024
MGQ SOUTH AFRICA 216,000
MSA SPORT ILLUSTRATED 53,000
MSA GOLF DIGEST 46,350
MFINANCIAL MAIL 31,775
MINSIG 27,900
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JB Media Mix Monthly

• 81 of JB ad spend is invested in TV for the
  03-04 fiscal.
• The adverse had occurred for the previous fiscal
  Print was predominant.

R479,141

R4,474,039
R13,575,836
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JB Media Mix MonthlyJan-Dec04
R7,900,958
SABC1 4,365,048
ETV 1,746,325
SABC3 990,050
SABC2 385,500
MNET 293,019
SUPERSPORT INTERNATIONAL1 121,016
R4,617,089

R1,156,337
BILLBOARDS 1,107,387
WALLSMURALS 48,950
R230,625
SMETRO FM 106,090
S5FM 83,025
SGOOD HOPE FM 41,510
22
Adex July 2003-June 2004 Per Month

• Jack ensures consistent spend month on month
• JB Mar/Apr spend driven by launch of new TVC

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Adex July 2004-Mar 2005 Per Month

• Jack ensures consistent spend month on month
• JB Mar/Apr spend driven by launch of new TVC

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Competitive Set Television Usage

R3,244,081

• Interesting shift of channel usage from SABC
  bouquet to Pay TV.
• LSM 9-10 focus!

R11,084,011
R10,482,496
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Insights

• Whisky is upping investment in the category,
  Brandy at this stage is looking dismal, but the
  tables are turning.
• Although Brandy is not part of our competitor
  set, we need to look at spend from the eye of a
  Consumer, particularly due to the fact that we
  are planning to do a category job for Brandy
  through our premium brands. This will attempt to
  raise the profile of Brandy in the market!
• TV highly cluttered, we need to identify gaps
• Cinema Increased spend levels and channel
  planning
• Cinema is receiving more attention from JB and
  Jameson occupying the majority of advertising
  spend.
• Outdoor JD is big on outdoor, although there is
  not much clutter on outdoor, bigger, better more
  Impactful sites are key, but scarce!
• Radio opportunity, however at Fish Eagles life
  stage not recommended, visual is key for the
  Brand perception of the Brand.
• Print
• Press not a consideration, however great for PR.
• Magazines JD once again the biggest investors in
  the medium, however opportunities still exist
  particularly due to the merit of the channel.

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Media Approach
Fight Whisky Convert to FOFE
Build entrench awareness
Build Premiumness
Keep it Natural
Work in Synergy
Media Objective High Impact
Media Objective Reach
Launch objective
Maintenance objective
Media Strategy Headline Looking at the category
it dictates a strategy that offers IMPACT.
Awareness will be driven by a media approach that
seeks to constantly push the Brand in terms of
top of mind awareness.
IMPACT
IMPACT
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Media Strategy

• FOFE needs to break into the Premium spirit
  category, this needs to be underpinned by
  creating IMPACT in the market.
• Once again this is created by creating our own
  space in channelshow do we lead the category?
• We give them something to talk about.
• We gave them our cover gatefold
• We gave them our Sandton site linked to a
  tactical radio activation plan
• We need to continue to give the market something
  to talk about!
• The only advantage that our three competitors
  have over us is the fact that they are
  established brandsFOFE will get there.
• Our advantage is that we are new, and we can
  therefore act as a new brand do new things.
• Lets look at current thresholds.

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FISH EAGLE COMPETITIVE SETTOTAL SPEND JAN04-DEC04

• Total set R35mil, 10 media inflation
  R38.5mil
• Break-even Threshold R12.83mil (Ave Spend
  R11.67 10 inflation)

We cant compete with total budget thresholds, so
it is not about outspending them
Ave Threshold R12.83mil (R11.67mil 10 inflation)
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TV SPEND PER BRAND JAN04-DEC04

• Total set R15.07mil (R13.7mil 10 inflation)
• Break Even Threshold R5.02mil(R4.57mil 10
  inflation)

JB spends about R8 mill on TV, JD close to 5
mil, we will have minimum levels on TV
Ave Threshold R5.02mil (R4.57mil 10 Inflation)
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CINEMA SPEND PER BRANDJAN04-DEC04

• Total set R12.87mil(R11.7mil 10 inflation.
  Total of 2 spenders)
• Break-even Threshold R6.44mil (R5.85mil 10
  inflation)

Thresholds are very high, but our Golden Reel
position 5 does the job together with a very
different creative execution
Ave Threshold R6.44mil (R5.85mil 10 inflation)
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RADIO SPEND PER BRAND JAN04-DEC04

• Total set R1.087mil(R988k 10 inflation)
• Break-even Threshold R362k (R330k 10
  inflation)

Low barrier to entry, however will consider
tacticallyvisual is still key on the brand.
Ave Threshold R362k (R330k 10 inflation)
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MAGAZINE SPEND PER BRAND JAN04-DEC04

• Total set R2.86mil (R2.6mil 10 inflation.)
• Break-even Threshold R1.43 mil (R1.3mil
  10 Inflation)

Low clutter, will continue to utlise look at
new opportunities.
Ave Threshold R1,43 Mil (R1.3mil 10 inflation)
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OUTDOOR SPEND PER BRAND JAN04-DEC04

• Total set R6.3mil (R5.7 10 inflation)
• Break Even Threshold R2. 09mil(R1.9mil 10
  inflation)

We need to dominate, not in number of sites, but
in the sites or opportunities we find
Ave Threshold R2. 09mil (R1.9mil 10 Inflation)
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TV Objectives

• We have had 3 heavy launch bursts, a total of
  888ARs have been bought!
• ADTRACK shows high liking levels once the ad has
  been noted, but are high AR burst the only way to
  get our ad noticed?
• Own a space on TV, beyond mass AR bursts.
• Look at small concentrated bursts throughout the
  fiscal, adopt a drip strategy.
• 2) Programming is key, it is about quality of
  programme audience delivery vs. cost
  effectiveness.
• Continuity is key, FOFE new on TV need to fight
  Whisky category.

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Television Profile

Date Source AMPS 04AP
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Television Profile
We will plan TV against both our Black YP White
YP, although there will be overlap, S1 will
feature more for our Black market vs. pay TV for
our White YP

Date Source AMPS 04AP
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TV Feedback - Adtrack
BIG AR bursts are not enough, we need to find a
space and own it!
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TV Feedback - Adtrack
Once the market notes the ad, they remember it!
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TV Strategy

• So how do we own territory on TV?
• Name two days that we are almost guaranteed our
  market is at home watching TV?
• Sunday Monday
• End of the week, they are at home relaxed
  recharging for the rest of the week.
• We propose that we dont sponsor a slot, or
  associate with a specific showwe look at owning
  two nights.
• These two nights Sunday Monday attract some of
  the highest audience ARs

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Sunday Monday ARs
TOP SUNDAY VIEWING SHOWS BASED ON AR'S TOP SUNDAY VIEWING SHOWS BASED ON AR'S TOP SUNDAY VIEWING SHOWS BASED ON AR'S TOP SUNDAY VIEWING SHOWS BASED ON AR'S
Day Station Title AR

Sun S2 NUUS 11.3
Sun S2 FOKUS 9.5
Sun ETV CONSPIRACY THEORY 9.2
Sun ETV KING OF QUEENS 8.8
Sun S3 NEWS _at_ 7 8.7
Sun ETV WWE WRESTLING RAW 8.5
Sun S2 50/50 7.9
Sun MNET CARTE BLANCHE 7.2
Sun S2 PASELLA XIII 6.8
Sun MNET RUNAWAY JURY 6.8
Sun S3 BUILT FOR THE KILL 6.7
Sun ETV NEWS 6
Sun S3 INTERFACE 6
Sun S1 WHEN EAGLES STRIKE 5.5
Sun S1 SPORT LADUMA SOCCER BUIL 5.3
Sun S2 DANGEROUS LIAISONS 5.3
Sun S2 7DE LAAN VI OMNIBUS 5
Sun ETV REAL TV 5
Sun MNET IDOLS SA III 4.7
Sun ETV JUDGE FOR YOURSELF 4.7
TOP MONDAY NIGHT VIEWING BASED ON AR'S TOP MONDAY NIGHT VIEWING BASED ON AR'S TOP MONDAY NIGHT VIEWING BASED ON AR'S TOP MONDAY NIGHT VIEWING BASED ON AR'S
Day Station Title AR

Mon S2 7DE LAAN VI 17.2
Mon S2 NUUS 17.1
Mon S2 THE DISTRICT IV 12.7
Mon S1 BOLD BEAUTIFUL 11
Mon S1 GENERATIONS 10.8
Mon S1 DAYS OF OUR LIVES 9.7
Mon S3 ISIDINGO 9.2
Mon S1 EMZINI WEZINSISWA V (R) 9
Mon MNET EGOLI 8.4
Mon S3 NEWS _at_ 7 7.5
Mon S3 FOOTBALLER'S WIVES IV 7.3
Mon S3 WILL GRACE VII 7.2
Mon S3 NEWS IN 60" 7
Mon S2 MUVHANGO VI 6.6
Mon S3 LISTEN UP 5.9
Mon ETV NEWS 5.6
Mon S1 MTN SOCCERZONE 5.5
Mon S1 ONE ON ONE IV 5
Mon S3 EIGHT SIMPLE RULES 5
Mon S1 NEWS HEADLINES (SISWATI/N 4.9
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TV Strategy

• So how do we own territory on TV?
• Name two days that we are almost guaranteed our
  market is at home watching TV?
• Sunday Monday
• End of the week, they are at home relaxed
  recharging for the rest of the week.
• We propose that we dont sponsor a slot, or
  associate with a specific showwe look at owning
  two nights.
• These two nights Sunday Monday attract some of
  the highest audience ARs
• If we roadblock on these two days, we will
  ensure breakthrough i.e. if I see the ad 3 times
  (my noting is up), my retention rate will be
  better. Not only do we stand out from our
  competitor clutter on TV, as we are able to
  up-weight our presence on the two biggest TV
  viewing days, but we also create a subliminal
  property!
• This will be supported with key programming on
  DSTV i.e. autobiography week, key sporting events
  i.e. Grand-prix.

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TV Deployment

• Duration 45 sec commercial
• Target Plan against SOK (Young Professionals
  Black White)
• Timing Two Sunday Monday bursts per month.
• Stations A mixture of SABC 23 Pay TV, ETV
  Movies. Predominance in environments, special
  emphasis in investigating programs NOT channels
  (e.g. Jack Daniel Movie, Samsung Monday Comedy)
• Programs Male dominant programmes
• Deployment Month Weeks CPP 45sec ARs Cost
• Follow-up 1 Aug 2wks R4,100 195 ARs R800,000
• Follow-up 2 Sep 2wks R4,200 190 ARs R800,000
• Follow-up 3 Nov (Cycle Promo) 3wks R4,620 259
  ARs R1,200,000
• Follow-up 5 Jan 2wks R4,200 190 ARs R800,000
• Follow-up 6 Mar 2wks R4,410 180 ARs R800,000
• Follow-up 7 Apr 2wks R4,410 180 ARs R800,000
• Follow-up 8 May 2wks R4,570 175 ARs R800,000
• Budget R5,000,000
• Total (excl. comm.) 1369 ARs R6,000,000

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Cinema Strategy and Deployment

• Serves as a support medium for TV, offering a
  captive audience a platform for IMPACT.
  Although builds reach over a long period, it does
  offer us low wastage.
• Golden Reel Position 5creative is KING.
• Size 45
• Target Focus on SOK (Young Professionals)
• Timing July-Oct 2005
• Regions Golden Reel package is based on the
  35mm cinemas around the country 400 cinemas
• Budget R340,000
• Budget (Excl. comm) R400,000

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Print Objectives

• Continuation of print campaign focusing on
  lifestyle and male bias titles.
• Extend our title selection to less cluttered, but
  well targeted titlesthe addition of professional
  titles, such as Advantage, Accounting SA etc.
• Leveraging of relationships reader events,
  editorial, added value features.
• Touchline, RSP, Associated tastings
• 4) Look at ways to educate readers in the titles
  ie. Advertorials.

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Brandy Drinkers
Heavy Brandy Drinkers
Above 15 heavy FHM, GQ golf titles
Date Source AMPS 04AP
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Whisky Drinkers
Heavy Whisky Drinkers
Above 7 heavy Most titles, however Lower vs.
Brandy
Date Source AMPS 04AP
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Brandy and/or Whisky Drinkers
25 above have trialled Brown spirits

Date Source AMPS 04AP
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Print Strategy and Deployment

• Size DPS launch FP brand/advertorial
  executions for maintenance
• Target Plan against SOK (Young Professionals),
  Black White
• Timing Aug 04-June 05
• Titles A mixture of lifestyle, leisure
  sport titles mass to niche.
• Positioning TBA upon negotiation with title
• Budget R1,400,000
• Budget (excl. comm.) R1,676,646

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Other opportunities

• Sunday Times Lifestyle a magazine within a
  Newspaper, a great way to get us on the map
  create IMPACT. Circulation 371,000.
• Advantage Look at targeting marketing
  advertising professionals, not only do they
  consume copious amounts of whisky alcohol, but
  they are the right profile to drink our
  brandlittle clutter. Print run 4,000, readership
  20,000.
• Accounting SA Print order of 32,000, the
  quintessential read for Accountants, low costlow
  clutterlow wastage.
• Shop 35,000 launch 3 Aug on sale. New title
  great tactical opportunity to target our Female
  YP.

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Outdoor Strategy and Deployment

• Strategy
• Outdoor is a medium that can literally put FOFE
  on the map. We have located key sites, and
  landmark sites (Sandton Cape Town airport). The
  landmark sites have also given us great PR. We
  need to continue with this momentum.
• Cape Town Bree Street airport
• Gauteng Sandton another
• KZN Grey street in Durbs, Church Street in PE.
  Investigating building wrap.
• PE looking at erecting a site
• Size Key Element to own landmark sites.
  Quality not quantity.
• Target Focus on Black SOK (Young
  Professionals) in Gauteng, KZN, W Cape
• Timing Contractual commitments are already in
  place
• - Sandton/Gwen Fredman Site until Feb 06
• - Airport Approach Road Sep05-Feb06
• - Bree St/Buitengracht, CT until May 06
• - DRB CBD Grey ST Jul-Dec 05
• - Pietermaritzburg Jul-Dec 05
• - Investigation into PE/EL sites.
• Budget R3,000,000
• Budget (excl comm) R3,600,000

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Landmark Sites
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Landmark Sites
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Landmark Sites
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Landmark Sites
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Another PR activation opportunity

• Melrose Arch is Gautengs answer to the VA, a
  microcosm for YP!
• A tenant list, that is so perfectly targeted to a
  Premium brand a lifestyle that does not require
  those that thrive there to leave
• Not only does it offer premium coffee shops
  restaurants, but SAs only Premium Virgin Active,
  and the Head Office for many lucrative tenants
  including Brand House!!
• FOFE can not only own it, but we will be the
  first to do so, and it will make History!

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Other opportunities
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Other opportunities
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Other opportunities
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Other opportunities
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Other opportunities
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Other opportunities
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Other opportunities
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Other opportunities
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Other opportunities
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Other Opportunities

• Leveraging our relationship with Media Owners
  other clients
• Tastings
• Gaining access to organisations. E.g. Touchline,
  Momentum
• -Linkage through the line Gaining access to
  selected Bars Hemisphere AMASA Party

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FOFE fiscal budget allocation
Primary SOK Young Professionals
TV R5,000,000 Print R1,400,000 Cinema R340,
000 Outdoor R3,000,000 Total R9,740,000
million (excl. production)
July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun
TV R5 mil   195 ARs  190 ARs    259 ARs 190 ARs 180 ARs 180 ARs 175 ARs
Outdoor R3 mil          
Print R1,4mil          
Cinema R480k