Diageo Plc · LSE:DGE
Diageo — Investor Presentation (May 2012)
33 slides from Diageo's investor presentation, May 2012
Slide 1: Diageo Marketing Excellence
Diageo Marketing Excellence Andy Fennell Chief Marketing Officer
Slide 2: Outstanding brand portfolio
Outstanding brand portfolio No.1 Vodka & No.1 No.1 Premium Scotch Whisky spirit No.1 Premium by volume brand No.1 No.1 Imported Gin Tequila In US No.1 No.1 No.1 Canadian Liqueur Stout whisky source: Impact data 2011 2
Slide 3: Our Strategy
Our Strategy EMERGING MARKETS MARKETING INNOVATION . PRICE POINTS CONSUMER GROUPS 3
Slide 4: Increased emerging markets investment - building presence and scale
Increased emerging markets investment - building presence and scale c40% of our business is now in the emerging markets 18% NSV and 23% OP growth with increased investment* Marketing up 20%* Investment in in- market organisations up 15%* 4
Slide 5: Driving growth through powerful and sophisticated marketing
Driving growth through powerful and sophisticated marketing 5
Slide 6: Unparalleled breadth and depth across price points
Unparalleled breadth and depth across price points LOCAL VODKA SCOTCH WHISKEY GIN TEQUILA RUM CORDIALS CATEGORIES ULTRA PREMIUM SUPER PREMIUM PREMIUM POPULAR / VALUE 6
Slide 7: Accessing new consumer groups
Accessing new consumer groups Marketing to Women 50+ population Multicultural population 7
Slide 8: Philosophy and approach that endures
Philosophy and approach that endures FLAIR EXECUTION AGILITY CONSUMER INSIGHTS 8
Slide 9: Marketing innovation - changing the way we engage with consumers
Marketing innovation - changing the way we engage with consumers MUSIC DATA TECHNOLOGY ENTERTAINMENT 9
Slide 10: Driving and measuring efficiencies
Driving and measuring efficiencies THE CLAIMED EQUITY MARKET ACTIVITY FINANCIAL USAGE SHARE SHIFTS SHIFTS „BUNDLE‟ SHIFTS SHIFTS Activity specific metrics – e.g Johnnie Walker F1 Affinity Last 7 days Share of category Net sales value by channel (NSV) Distinctivity Last 4 weeks Keep Walking Ads Volum
Slide 11: Agility of a small company in the body of a big company
Agility of a small company in the body of a big company SCALE AGILITY 11
Slide 12: Global and local ways of working
Global and local ways of working 12
Slide 13: Summary
Summary EMERGING MARKETS MARKETING INNOVATION . PRICE POINTS CONSUMER GROUPS 13
Slide 14: David Gates, Global Category Director, Whiskies
David Gates Global Category Director, Whiskies
Slide 15: Scotch growth
Scotch growth Volume, m 9lt cs 33.3 AOP Scotch represents a third of total Diageo GP and CAAP but only a quarter of total volume Scotch is breaking through the £3.0bn NSV threshold in F12, this is +£1bn growth in 6 years NSV CAGR accelerating: +8% over the last 6 years Source: Magnitude data a
Slide 16: Clear headroom in emerging markets
Clear headroom in emerging markets Consumption per capita is generally below “mature markets” benchmarks... CHINA BRAZIL FRANCE Per capita consumption: Per capita consumption: Per capita consumption: 0.3 4 44 Sources: World Bank, IWSR 16
Slide 17: Our Strategy
Our Strategy EMERGING MARKETS MARKETING INNOVATION . PRICE POINTS CONSUMER GROUPS 17
Slide 18: Recruiting in emerging markets
Recruiting in emerging markets 18
Slide 19: Brands at the right price points
Brands at the right price points 19
Slide 20: Brands at the right price points
Brands at the right price points 20
Slide 21: Inspirational content with local relevance
Inspirational content with local relevance 21
Slide 22: Driving premiumisation
Driving premiumisation 22
Slide 23: Premiumising through packaging and innovation
Premiumising through packaging and innovation 23
Slide 24: Up-weighted marketing against super deluxe
Up-weighted marketing against super deluxe 24
Slide 25: Accessing new consumer groups
Accessing new consumer groups 25
Slide 26: Accessing new consumer groups
Accessing new consumer groups 26
Slide 27: Marketing innovation: Johnnie Walker House
Marketing innovation: Johnnie Walker House THE JOHNNIE WALKER HOUSE 27
Slide 28: Marketing innovation: Step inside the Circuit
Marketing innovation: Step inside the Circuit 28
Slide 29: Marketing Innovation: MOFILM
Marketing Innovation: MOFILM 29
Slide 30: Pace and agility: Talisker Atlantic Challenge
Pace and agility: Talisker Atlantic Challenge 30
Slide 31: Summary
Summary EMERGING MARKETS MARKETING INNOVATION . PRICE POINTS CONSUMER GROUPS 31
Slide 32: Thank you
DIAGEO THANK YOU
Slide 33: Cautionary statement concerning forward-looking statements
Cautionary statement concerning forward-looking statements This presentation contains „forward-looking‟ statements. These forward-looking statements can be identified by the fact that they do not relate only to historical or current facts. In particular, forward-looking statements include all statem