Mowi ASA · OSL:MOWI
Mowi ASA — Investor Day (November 2018)
62 slides from Mowi ASA's investor day presentation, Nov 13, 2018
Slide 1: Value creation with a global brand
Value creation with a global brand MH Capital Markets Day Edinburgh, 13th November 2018
Slide 2: There is nothing more powerful than an idea whose time has come
There is nothing more powerful than an idea whose time has come Victor Hugo – French writer 1802 -1885
Slide 3: So, what do we have today?
MOWI – The Brand Project So, what do we have today? • A beautiful thriving business • With powerful competitive advantages • Leading edge compliance and working within the natural environment 3
Slide 4: We want to continue growing faster than the food industry
MOWI – The Brand Project We want to continue growing…faster than the food industry and our competitors. ..fueled by CONSUMER INSIGHTS 4
Slide 5: Consumer trends: food consumption habits are changing
Consumer trends Food consumption habits are changing 36% 32% 2 times/week of consumers want to of consumers want to Recommended fish intake reduce their meat increase their fish by international Health consumption consumption Authorities Source: 2018 Seafood Report Kantar TNS / Kantar Worldpanel Pag
Slide 6: Demand for high quality opens up value opportunities
Consumer trends Demand for high quality opens up value opportunities • 62% choose high quality products more frequently • 60% are willing to pay more for a high quality product • 91% want more transparency on food products • 91% are sensitive to animal welfare • 72% think we should only consume fish
Slide 7: A global brand launch
Brand opportunity Introducing …a global brand launch Page 7
Slide 8: Why a global brand?
MOWI – The Brand Project Why a global brand? • Builds competitive advantages • Generates people´s loyalty • Yields higher margins • Drives Category growth • Protects category reputation …engaging the targets through COMMUNICATION and CREATIVITY
Slide 9: Building Brand Love creates value
Building Brand Love CREATES VALUE
Slide 10: And value means higher price and margin
And VALUE means Higher price and margin
Slide 11: Branding Objectives
Category Opportunity Branding Objectives € 35m brand investment in next 2 years € 1bn in branded turnover by 2025 € 100m additional EBIT (cash break even by 2022) Page 11
Slide 12: How to achieve these objectives with MOWI?
So, how to achieve these objectives with MOWI? Leveraging Consumer Insights, Communication & Creativity
Slide 13: A winning credible idea
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 14: A winning idea better and different than competition
MOWI – The Brand Project A winning idea that it is better, different and unique compared to competition
Slide 15: A winning concept
Winning Idea A winning concept Overall rating and purchase intention scores in planned launch markets (Top 2 winning concepts average in 40.2% planned launch markets) Leading competitor (Average in planned launch markets) 32.5% Organic (Average in planned launch markets) 30.5% Page 15
Slide 16: Caring
CARING Our heritage is about caring. We are pioneers of farmed Atlantic salmon with over 50 years of care and craftsmanship in everything we do. Page 16
Slide 17: We care for our salmon
Design guideline - Company We care for our salmon We care for our MOWI salmon throughout the value chain, from feed to plate Page 17
Slide 18: We care for the environment
Design guideline - Company We care for the environment We breed our salmon sustainably to keep the impact on our surroundings to a minimum. Page 18
Slide 19: We care for our consumers
Design guideline - Company We care for our consumers We care - because good food is about caring for yourself and for the ones you love. Therefore, we offer a salmon that is extra-nutritious and healthy, truly delicious and convenient to enjoy. Page 19
Slide 20: Video: Carrousel
Video: Carrousel
Slide 21: Salmon is good, MOWI is goodness
MOWI – The Brand Project There are salmon There’s MOWI SALMON IS GOOD MOWI IS GOODNESS
Slide 22: With a superior product and competitive edge
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 23: MOWI winning product formula
Superior product So, what’s the MOWI winning product formula? Sc MOWI > (Ω3 + P27 + Mbl) Higher Redder color Careful Omega 3 Softer Marbling Selection Page 23
Slide 24: Superior health, quality and taste, care
Superior product So, what’s the MOWI winning product formula? Sc MOWI > (Ω3 + P27 + Mbl) Superior Superior Superior Health Quality & Taste Care Page 24
Slide 25: A premium range to satisfy all consumer needs
Superior product A premium range to satisfy all consumer needs Delicious high quality Delicious high quality salmon The absolute epitome of salmon salmon ready to cook ready to eat in a variety of quality, our hand picked preparations broodstock salmon for the top stores and restaurants Page 25
Slide 26: Something you will taste in a few minutes
MOWI – The Brand Project Something you will taste in a few minutes…
Slide 27: A superb and consistent brand appearance
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 28: What do we want from packaging?
Brand Design What do we want from packaging? • Let the product talk • Maximize consumer experience • Iconize the brand • Bring trust and confidence Page 28
Slide 29: Slide 29
Slide 30: Caring means full transparency
MOWI – The Brand Project Caring means full transparency We will do that through full traceability
Slide 31: Brand Transparency
Brand Transparency Page 47
Slide 32: Video: Traceability
Video: Traceability (just as back up in case of technical issues with the QR code)
Slide 33: 24/7 full-time transparency on your screen
Brand transparency 24/7 full-time transparency on your screen The longest TVC in the world: MOWI Screen Saver
Slide 34: That tells our story in a credible way
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 35: Video: Plot of the Sea
Video: Plot of the Sea
Slide 36: MOWI - The book (Silver Harvest)
MOWI - The book (Silver Harvest)
Slide 37: Building occasions to expand the category
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 38: Video: Occasions
Video: Occasions
Slide 39: Outdoor
MOWI – The Brand Project OUTDOOR
Slide 40: Print
MOWI – The Brand Project PRINT
Slide 41: Slide 41
Slide 42: MOWI – The Brand Project
MOWI – The Brand Project
Slide 43: MOWI – The Brand Project
MOWI – The Brand Project
Slide 44: MOWI – The Brand Project
“WAITER! THERE’S AN ORDINARY POTATO NEXT TO MY Mow! SALMON!!”. MQWI is Goodness. M owl
Slide 45: MOWI – The Brand Project
: 1H ug AGAINST. THE CURRENT > IS PRODUCING FOOD RICHER IN OMEGA 3 is Goodness. © MOWI
Slide 46: MOWI – The Brand Project
3 LITTLE BLUE PILL BUT SALMON. MQWI is Goodness. MOWI
Slide 47: MOWI – The Brand Project
MOWI – The Brand Project
Slide 48: Through a cutting-edge in-store presence
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 49: Slide 49
Slide 50: Slide 50
Slide 51: Slide 51
Slide 52: fe MOW! ©
fe MOW! © —. = | NTN > is Goodness, ‘ HTT HH d k
Slide 53: TT TTT
il ‘am ‘ TO oe TT TTT Xx ~
Slide 54: Page
54 Page
Slide 55: Slide 55
Slide 56: In-store activation
In-store activation Something you will experience in a few minutes Page 79
Slide 57: And an ambitious expansion plan
MOWI – The Brand Project A winning credible idea With a superior product and competitive edge And a superb and consistent brand appearance That tells our story in a credible way Building occasions to expand the category Through a cutting-edge in-store presence And an ambitious expansion plan
Slide 58: Nielsen test results in planned launch markets
Brand Ambition Nielsen test results in planned launch markets Project Price (1) Volumetric (2) Business Plan (3) Project Price (1) Volumetric (2) Business Plan (3) MOWI Full Range (4) Premium target Price premium Price premium Premium target Price premium Price premium France Est. Poland +28% 20% 20
Slide 59: MOWI Expansion plan
Brand Ambition MOWI Expansion plan 2019: Launch in Europe As from 2020: Continued roll-out in Europe, North America & Asia Page 83
Slide 60: All this while transforming the company
Brand ambition ALL THIS WHILE TRANSFORMING THE COMPANY ASA Page 86
Slide 61: One story
Brand MOWI presentation – The Brand Project OUR HERITAGE OUR VISION ONE STORY OUR VALUES OUR DIRECTION Page 86
Slide 62: Thank you
Thank you (and hope you agree with Victor Hugo)