Investor Presentaiton
ANNUAL REPORT 2020
Delivering a Nutrition focused Food Service Business
Customer Development, Shopper Marketing in a Pandemic
ICES
ake Expo
To further accelerate our strategy, 'Our Purpose, Our
Plan' FrieslandCampina WAMCO identified a need to give
consideration to channels that serve the 24-7 consumer
and customer.
One of these channels is the Bakery and Confectionary
Industries. Therefore, at a gathering of Bakers and Baking
enthusiasts under the International Cake Exploration
Societié, Nigeria- ICES, FrieslandCampina WAMCO Food
Service Business channel partnered the association with
over 1,000 members pan Nigeria and 15,000 followers on
social media, to deliver a nutrition focused virtual event
under the theme 'Beyond Sugar-Craft'.
Bak
sr
"The inclusion of dairy in cakes and
confectioneries in general, makes
them more nutritious for consumers."
Being the annual national convention of the Association,
it is usually an avenue for Bakers to network, share
and learn from one another on the latest trends
in the industry. This time, participants were also
enlightened on the importance of dairy products
in cakes, drinks and confectioneries. At the event,
FrieslandCampina WAMCO's nutrition expert explained
dairy as a particularly good source of protein, calcium,
phosphorus and magnesium, while highlighting that
FrieslandCampina WAMCO products are fortified with
extra nutrients such as lodine, Folic Acid and other
vitamins and minerals which supports physical growth,
immunity and maintenance of tissues in the body. Hence
the inclusion of dairy in cakes and confectioneries in
general, makes them more nutritious for consumers.
Facilitating Bakers illustrated the use of Peak brand
assortment (including Peak UHT Full Cream, Peak
Powder and Peak Yoghurt Drink) in the preparation
of a number of recipes like: Hot Milk Cake, Buttermilk
Pancake, Ice Cream Cornet, Creamy Yoghurt and Milk
Coco Drizzle amongst others, consequently increasing
awareness and promoting usage of our products.
Dairy is no doubt an indispensable ingredient in baking,
given the moisture, flavor, structure and color it provides
in baked goods.
VE
84
RES
Peak
WELCOME TO
BREAKFAST TIME
OJUWOYE MARKET
The year 2020 was characterized by the emergence
of the COVID-19 pandemic globally. This resulted in
major disruptions in the normal way of life across the
world with many months of lockdown of businesses,
schools, governments and other institutions. Fallouts
of the pandemic include restrictions on distribution of
goods and services, increased costs of doing business
and erosion of margins. To mitigate these effects, our
distribution strategy focused on ensuring physical
availability at every possible point of purchase.
In Nigeria, there were movement restrictions and
closure of markets with significant effects on our Route
To Market as the open market contributes circa 50%
of our sales. This situation required us to do things
differently in order to keep winning in the market, thus
we re-invented our Route To Market to manage the
realities and ensured our products remained available
to shoppers at all available points of purchase across
channels.
We accelerated digital distribution
through various initiatives, namely,
E-Posters using various electronic
channels, Wholesale and Retail Self
Ordering and Distributor On-Line to
link trade partners, E-merchant with
customers on all E-commerce platforms
ensuring effective distribution of
our products in the face of physical
restrictions. These initiatives increased
contribution to sales through digital
channels from 21% to 30%.
Physical distribution was adapted to
manage the restrictions with more
focus on proximity channels through
neighborhood stores and gated estates
as people were restricted to their homes
which increased in-home consumption
for the months of the lockdown. We
also took advantage of various market
operations directives from various state
governments, in their bid to manage the
pandemic situation and curtail its spread.
During the past year, we executed a profitable mix
management through focus on hero SKU as part of our
Revenue Growth Management initiatives to mitigate the
impact of rising input costs. These initiatives contributed
incremental #14bio to sales in the year.
Overall, we were able to grow sales value by 23% and
increased the number of outlets where our products are
actively being made available to shoppers from 21k to
276k in the year under review.
114
Peak
FILLED MILK
Peak
FILLED MILK
Peak
Reali
Peak
"We re-invented our route-to-market
to manage current realities and ensure
our products are available to shoppers
at all available points of purchase
across channels."
FrieslandCampina WAMCO Nigeria PLC
FrieslandCampina WAMCO Nigeria PLC
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